Webinewbie to Webinerd in 30 Days - Webinar World Presentation
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An overview of how the Hortonworks team took their webinar program from webinewbie to webinerds in 30 days. As presented at ON24 Webinar World 2018.
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Webinewbie to Webinerd in 30 Days - Webinar World Presentation
- 4. CRITICAL & COMPLEX • 70% of B2B marketers use • 46% attend vs register • 50+ mins - engagement • Top 5 attributed revenue • 7 people • 8 hours • 15 tasks • 3 weeks for promotion • 3 emails Super - Important Super - Intensive
- 7. Product Marketing Product Management Partner Marketing International Teams Customer Marketing Field/ BDR teams Customer Success INVITE MULTIPLE TEAMS Drive folks to align to this ONLY process for proposing webinars WEEK 2 WEEK 3 WEEK 4 CALL FOR WEBINARSSTRATEGIZE WEEK 1
- 9. WEEK 1 WEEK 2 WEEK 3 WEEK 4 BUILD ENGAGEMENT THROUGH WIDGETS CONTACT US FORM DOWNLOADS SHARE SPEAKERS Q&A
- 10. WEEK 1 WEEK 2 WEEK 3 WEEK 4 BUILD LANDING PAGES, FORMS, LIBRARY
- 11. WEEK 1 WEEK 2 WEEK 3 WEEK 4 BUILD ‘TEMPLATIZE’ EVERYTHING LANDING PAGE FORM EMAILS MARKETO PROGRAMS
- 13. WEEK 1 WEEK 2 WEEK 3 WEEK 4 EXECUTE BEFORE AFTER How to Run Enterprise Workloads in the Cloud with <Product Name> As demand for cloud continues to grow, enterprises now anticipate that cloud architecture will dominate their IT spending for the next several years. <Product Name> enables the enterprise to easily and securely run <Product Name> in the cloud. <Product Name> simplifies provisioning and managing <Product Name> while providing an open and common experience for deploying workloads across clouds. Running Enterprise Workloads in the Cloud Securely with Ease - Live Demo Join our expert and let him will take you through a novel solution to simplify provisioning and managing enterprise workloads while providing an open and common experience for deploying workloads across clouds. We will go through a live demo of how the latest from <Product Name> enables enterprises to easily and securely run workloads in the cloud. In this webinar, you’ll learn • Challenges of running enterprise workloads in the cloud • Solutions to mitigate the risks • Live demo of <Product Name> • Enterprise fit • Latest features • Common use cases TITLES & ABSTRACTS
- 14. WEEK 1 WEEK 2 WEEK 3 WEEK 4 EXECUTE CREATE BEST PRACTICES Best practices for proposing a webinar, including: • abstract, • topic, • audience Tools for success presentation – ex: Webinar Abstract Dos and Don’ts on how to write a compelling and successful abstract and email copy
- 15. WEEK 1 WEEK 2 WEEK 3 WEEK 4 EXECUTE SOLIDIFY PROMOTIONS CHANNEL MIX CADENCE TARGETING
- 16. WEEK 1 WEEK 2 WEEK 3 WEEK 4 EXECUTE POST-EVENT FOLLOW-UP PLAN GLOBAL CAMPAIGN ALIGNMENT SPECIFIC FOLLOW UP ASSET/ PLAN
- 18. WEEK 1 WEEK 2 WEEK 3 WEEK 4 OPTIMIZE ACCOUNT ENGAGEMENT (ABM)
- 19. WEEK 1 WEEK 2 WEEK 3 WEEK 4 OPTIMIZE MARKETING ATTRIBUTION
- 20. BEFORE AFTER OPTIMIZED PROGRAM = KICKA$$ RESULTS Increased number of attendees by 150% per webinar Increase engagement by 28% More opportunities were influenced with a total Pipeline increase by 120% 107 Attendees/Avg 25 min $XX M 135 161 Attendees/Avg 32 min $XXX M 98 QUANTITY QUALITY BUSINESS OUTCOME NUMBER OF WEBINARS
- 21. BLUEPRINT FOR SUCCESS WEEK 1 WEEK 2 WEEK 3 WEEK 4 STRATEGIZE OPTIMIZEEXECUTEBUILD § Build webinar proposal process and create a template driving strategic thinking § Call for webinar proposals § Webinar Ops processes § Webinar engagement features § Optimize landing pages, webinar library, forms § ‘Templatize’ everything § Balance content § Positioning § Cross Training § Solidify promotions – targeting, channel mix, cadence § Post-event follow- up plans § Testing, measurement and optimization (A/B testing, tracking) § Measure lead AND account level engagement metrics (ABM). Pipeline impact is key!