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Slide 1: Webcast Marketing Best Practices Roundtable Led by Janie Frandsen Angela Lee-Moll Elliott Lowe
Slide 2: Today’s Discussion > Your Input…What You’d Like to See > Types of Marketing Webcasts > Results of Quantum Leap Marketing 2009 Survey > Technology Webcast > Sales Conversion Case Study > Best Practices Strategies – Common Success Principles > CA Case Study & Results > Q&A January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 3: Your input… What you’d like to see… > Customers restricted budgets mean accounts are more likely to attend webcasts now than face-to-face events  How can the Areas best leverage GEO created webcasts? > How can the Areas create an easy, low-cost webcast?    Need awareness and exposure for local sales team to audience, build pipe and move pipe Need content and potential guest speakers Need recruitment tactics other than via CIDB / Aprimo blasts > Can webcasts be used as a next step after live events? > Increase examples with more Case Studies > Make the presentations shorter (45 minutes max)...we tend to have short attention spans January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 4: Marketing Webcasts in Buying Process Sale Positioning Types Of Webcasts Topic Education Leads Product Focused Demo Sales Conversion Upsell Cross-Sell Paid Training Education/Early Defining Requirements Compare Solutions Short-List, Decision Adoption, Stick, Cross-Sell Source: Quantum Leap Marketing January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 5: Polling Question > What is the number of webcasts per quarter will you conduct in the next six months? 0 1 2 3  >3 January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 6: Polling Question > What type of webcasts will you conduct?  Positioning (awareness - e.g. EITM)  Topic Education (demand generation - e.g. solution focused)  Product Demo (move pipe)  Sales Conversion (move pipe) January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 7: Technology Webinars for Creating Sales in 2009 Bob Hanson President, Quantum Leap Marketing Creator, Must-See Webinars™ bhanson@qlmarketing.com www.yourcuttingedgemarketingtips.com 508-625-1712
Slide 8: Today’s Agenda  The Recent Technology Marketing Survey  Generating Technology Deals with Webinars  Case Study and Takeaways © 2009 Quantum Leap Marketing, Inc.
Slide 9: 2009 Survey Results 1. Top Ways of Generating Leads Email Marketing Website Marketing Webinars 2. Always Measure Success by… Number of Leads Generated Number of Sales Opportunities Generated 3. Project 0-25% Decrease in 2009 Marketing Budget © 2009 Quantum Leap Marketing, Inc.
Slide 10: Key Data Points with Technology Webinars The Number of Webinars Per Year  Average About 11 to 20 Per Year The Conversion to Opportunities  5 to 10% of Registrants Become Opportunities Primary Webinar Objectives   Create New Leads Nurture Leads into Sales Opportunities © 2009 Quantum Leap Marketing, Inc.
Slide 11: Technology Webinars for Moving Pipeline  Objective: Create Sales Opportunity, Move Deals  Audience: Decision Maker or Buying Team  Topic: Generally Narrowly Defined – Sample Themes  Enhancing Security  Reducing Legal Liability  Delivering More Business Benefit at Lower Cost  Technology Migrations or Upgrades  Improving IT Team Productivity  Two Speakers: Inside/Outside Expert + Product © 2009 Quantum Leap Marketing, Inc.
Slide 12: Case Study- Sales Conversion Webinar  Situation: Hosted Messaging Vendor had a set of core, enterprise accounts it wanted to move to finally decide to get rid of the internal infrastructure and use its type of offering  Webinar Topic: “Seven Things You Might Not Know About Hosted Messaging”  Content: Outside Analyst + Vendor with Case Studies  Sales Follow-up Centered on Key Decision Makers  Include 125+ leads for live event, Webinar recording on site, $1 million+ Sale from Key Prospect within 9 Months © 2009 Quantum Leap Marketing, Inc.
Slide 13: Best Practices Strategies  Think “Narrowcasting”  Content Should Match Top Decision Maker Issue  Don’t be afraid to ask, what are top 3 concerns?  Think “Tonight on 60 Minutes…” for Topics  4 Cs for Speakers (Many times an outside speaker)  Credibility  Cutting Edge Content  Customized to Audience  Connection between Content and Vendor © 2009 Quantum Leap Marketing, Inc.  Marketing/Follow-up Plan – Targeted and Multi-Step
Slide 14: Industry Benchmarks for Webinars  Biggest Marketing Challenge – Positioning Ahead of Competitors  Most Popular Reasons for Doing Marketing Webinars  Positioning Company in Marketplace  Generate Sales Leads  80%+ of Webinar Registrants from Internal Email List  Webinar Attendance Clusters in the 40-60% Range  90%+ Webinar Registrants/Leads Are for a Live Event  70%+ Sales Leads Don’t Get Proper Follow-up  Top 5% of Vendors Generate 50% of Webinar Leads © 2009 Quantum Leap Marketing, Inc.
Slide 15: More Information  Cutting-Edge Marketer’s Guide to More Sales with Webinars www.yourcuttingedgemarketingtips.com January Marketing, Webcast Best Practices Roundtable © 2009 Quantum Leap14, 2009 Inc.
Slide 16: Thank You  Your Q and A to Follow © 2009 Quantum Leap Marketing, Inc.
Slide 17: Proven Tips for a Successful Webcast > Content, content, content!         Select a Hot Topic Tailor the content to the audience Create a compelling title Pair the title with the abstract Include a Call to Action Carefully select your speakers Leverage Third Party creditability Keep the number of slides and length short > Invite Your Customers and Prospects > Promote the Webcast on Your Web Site > Follow-up with Attendees January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc. Source: Tech Target
Slide 18: Most Costly Mistakes > Underestimating the Effort Needed to Recruit Your Audience  Get prospect’s attention, get them to register, send confirmation and reminder Missed rehearsals can detract and sabotage success of the Webcast Using chat, polling questions, Q&A forums, and lead capture forms > Speakers not Buying into Objectives and Agenda   > Failing to Use Key Features of Collaboration Technologies > No Design for Sales Follow-Up Before the Event   Little or No…Follow-up Little or No…Tracking January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 19: Case Study Spyware Webcast Series Elliott Lowe
Slide 20: Polling Questions > Rate the recruitment strategy. > Rate the content. > Rate the use of collaboration technology. > Rate the follow up plan. January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 21: Monthly Spyware Webcast Series > Spyware Exposed: What You Should Know About the Growing Spyware Threat  Roger Thompson, Director of Malicious Content Research, CA > Spyware Dissected > Spyware Defeated: Strategies to Remove and Prevent it for Good   Sioux Fleming, Director Product Management, CA Steve Gelfound, Manager, Information Technology National Center for Missing & Exploited Children > Six Steps to Prevent Spyware Infestation > The Truth Behind Anti-Spyware Software: What Vendors Don't Tell You January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 22: Monthly Spyware Webcast Series > Recruitment       Ziff list emails CA list emails Partner emails CA.com event Field Marketing/Sales Announce next webcast > Collaboration Tech    Pre and post survey Polling questions Real-time questions January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 23: Monthly Spyware Webcast Series > Follow-up  Post replay on ca.com  Thank you email with link to replay and trial offer  Email invite to deep-dive webcast  Email invite to spyware seminar series January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 24: Polling Questions > Rate the recruitment strategy. > Rate the content. > Rate the use of collaboration technology. > Rate the follow up plan. January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 25: Performance of Spyware Webcast Series Delivered Nov Dec Feb Mar Apr Spyware Exposed Spyware Dissected Spyware Defeated Six Steps to Prevent Truth Behind AS Software 282,055 183,329 150,000 140,000 287,396 Reg 2,355 1,963 792 679 2,049 Reg Rate 0.83% 0.48% 0.53% 0.48% 0.74% Attend 1,094 823 296 479 1,212 Att Rate 46% 42% 37% 70% 59% Questions 147 122 80+ 30 237 May Close the Backdoor 9,759 362 3.71% 189 52% January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 26: Polling Questions > Go to poll slides
Slide 27: Evaluation Pros > Compelling content > Multi-source recruitment > Guest speaker > Strong use of collaboration tech > Multiple follow-up January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc. Cons > Need better targeting > Email headlines too long > Need consistent imagery > More guest speakers
Slide 28: Best Practices Used Today > Recruitment    Multiple touches Day before reminder Starting shortly reminder > Interactive Technology    Requested input and tailored presentation Polling Questions Q&A > Content     Expert speaker Multiple case studies and examples Used “Your” to personalize and engage audience Provided links for references > Follow-up  Post-webcast survey January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 29: References > Marketing Sherpa: 2008-09 Business Technology Marketing Benchmark Guide (Contact GEO Marketing) > 7 Secrets of Winning Webinars – Quantum Leap Marketing > Top Ten Webinar Practices – Tech Target > The Cutting-Edge Marketer’s Guide to More Sales with Webinars – Quantum Leap Marketing > Top Trends Business Leads Generation 2008 – Quantum Leap Marketing > Webcasting Fuels Your 2009 Marketing Strategy – Frost & Sullivan http://webcast.streamlogics.com/audience/index.asp?eventid=57720583 > SharePoint https://km.ca.com/marketing/field/NA/ProgMgt/program_mgmt/default.aspx?RootFolder=%2fmarketing %2ffield%2fNA%2fProgMgt%2fprogram%5fmgmt%2fShared%20Documents%2fBest %20Practices&FolderCTID=&View=%7b94A42877%2dD331%2d40FD%2d939F%2dEDA84F11FB0B%7d January 14, 2009 Webcast Best Practices Roundtable – Copyright © 2009 CA, Inc.
Slide 30: Thank you Q&A