62% of marketers are using webinars as a tactic to deliver B2B content marketing (up from 59% in 2012), according to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends report by the Content Marketing Institute (CMI). Additionally, marketers rate marketing webinars as the 3rd most effective tactic of all. These slides taken from the live webinar review how and why to include webinars in your content marketing plan, including; - Criteria to determine when to deliver content via a webinar - Mapping webinars to the customer engagement cycle - Strategies for using webinar content to qualify leads - Tips for using webinars to accelerate the sales cycle Watch the live webinar recording: http://onlineevents.adobeconnect.com/p3xgjoa5oa3/ Presenter: Shelby Britton @shelbyadobe Shelby has been in high-tech marketing since 2004, having led the marketing departments for channel partners of IBM and Adobe, and, most recently, implementing programs in field marketing, demand generation, and product marketing at Adobe. During this time she has produced and managed over 500 webinars. Previously, she ran a small business in professional sports entertainment in California. She has an MBA with a dual-focus in Marketing and Management from San Diego State University and a BA in Literature and Writing from the University of California San Diego, Revelle

1. Why and how to include webinars
in the content marketing mix
Shelby Britton
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@shelbyadobe

2. What will be covered:
Criteria to determine when to deliver content via a webinar
Mapping webinars to the customer engagement cycle
Tips for using webinars to accelerate the sales cycle
Strategies for using webinar content to qualify leads
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3. Why are we here?

62% of marketers are using webinars as a tactic to deliver B2B content
marketing (up from 59% in 2012), according to a free research report
by the Content Marketing Institute (CMI).

Additionally, marketers rate webinars as the 3rd most effective tactic of all.
63%
62%
62%
61%
61%
60%
60%
59%
59%
58%
58%
Use of webinars as a way
to deliver B2B content
2012
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2013
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4. Why are webinars so effective?

Immersion leads to memorability
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5. Why are webinars so effective?

Real-time content delivery
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6. Why are webinars so effective?

Behavioral scoring
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7. Why are webinars so effective?

Cost-effectiveness
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8. Why are webinars so effective?

Convenience
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9. When to use Webinars to deliver content

Interaction with prospects is desired and beneficial
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10. When to use Webinars to deliver content

You want to increase the memorability of your content
via an immersive content experience
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11. When to use Webinars to deliver content

Providing content or adjusting content on
the-fly based on interest is advantageous
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12. When to use Webinars to deliver content

Your product or service is complex and is best demonstrated
or explained live
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13. When to use Webinars to deliver content

Decision makers at the end of the buying cycle will benefit from receiving
live answers and resources to their remaining questions
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14. When to use Webinars to deliver content

You need to move a marketing event online and maintain
a rich and engaging experience
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15. Mapping webinars to the customer engagement cycle
Thought
Leadership
Education
Training
Demonstration
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Webinars
Types
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Solution
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16. Example: How the customer engagement cycle maps to content and
content channel delivery
Customer Engagement Cycle
Problem
Research best
practices for
solving problem
Develop
solution plan
Research
technology
Compare
options
Test technology
Engage sales
Purchase
Implement
solution
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17. Example: How the customer engagement cycle maps to content and
content channel delivery
Channels
Whitepapers
Thought
Leadership Webinar,
Blog Series
Case studies
Virtual
Tour Webinars,
Solution Brief
Comparison
Webinars,
Chart on Website
Trials with
training webinars
800# on Website
eCommerce,
direct sales
Tutorials
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18. Mapping webinars to the customer engagement cycle
Example: Planning webinars in the marketing funnel:
Best Practices Whitepaper
Thought Leadership Webinar
4-Minute Case Study Video
Demonstration Webinar
Trial
Daily Training
Webinar Series
Purchase
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19. Use webinars to accelerate the sales cycle

Real-time conversations accelerate the process

Conversations via chat accelerate sales by providing information immediately

Seamlessly continue conversations offline after the webinar
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20. Use webinars to accelerate the sales cycle

Tease out shoppers at the top of the funnel

Offer a product demo breakout session
after your thought leadership webinar

Track downloads of a solution brief
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21. Use webinars to accelerate the sales cycle

Provide resources on-the-fly
to current shoppers

Bring in files to share or post
links to resources for one
or more attendees
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22. Use webinars to accelerate the sales cycle

Use behavior to pinpoint sales-ready leads regardless of webinar content

File downloads, chat participation, questions asked, duration of attendance
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23. Use webinars to accelerate the sales cycle

Clear call-to-action at the close of the webinar

Direct attendees to the next step in your customer engagement cycle
Call
now!
Join the
webinar
Register
now!
Download the
whitepaper
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Inquire
here!
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24. Strategies for using webinar content to qualify leads

Webinar content maps to buyer’s stage

Determines when lead is ready for sales
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25. Strategies for using webinar content to qualify leads

Content indicates solution of interest

Clearly understand solution of interest for products with more than one, regardless
of demographics
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26. Strategies for using webinar content to qualify leads

Interest is not all about attendance

Registration alone indicates interest in content

Recording views tell a bigger story
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27. Strategies for using webinar content to qualify leads

Track further voluntary content consumption

In-webinar resources – which files were downloaded?
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28. Strategies for using webinar content to qualify leads

Overall engagement in webinar content points to interest level

Using an engagement score or built-in
engagement meter, determine level
of overall interest in the content
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29. Sample webinar program content strategy for lead qualification
Target Audience A
Target Audience B
Breakout Demo
Breakout Demo
Thought Leadership Webinars
Solution A
Solution B
Demo Webinars
Solution A
Solution B
Competitive
Comparison
Webinars
Sales
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Sales
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