Webinar Marketing: How Adobe saw a 500% lift in conversion from changing its webinar strategy

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Information about Webinar Marketing: How Adobe saw a 500% lift in conversion from changing...
Business & Mgmt

Published on August 7, 2013

Author: marketingsherpa

Source: slideshare.net

Description

See the video replay here: http://www.marketingsherpa.com/video/webinar/adobe-conversion-lift-webinar-strategy

Daniel Burstein, Director of Editorial Content, MECLABS, interviews Shelby Britton, Senior Product Marketing Manager, Adobe, on how it was able to revamp its webinar strategy for a huge lift in conversions, placing webinars as its second largest generator of sales.

Watch as Daniel and Shelby answer your questions about using webinars to drive conversion.

Watch Daniel Burstein, Director of Editorial Content, MECLABS interview Shelby Britton, Senior Product Manager, Adobe on webinar strategy. Watch the live recording now! Access our other webinars

Webinar Marketing How Adobe saw a 500% lift in conversion from changing its webinar strategy

SPONSOR LOGO Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Shelby Britton Senior Product Marketing Manager Adobe

SPONSOR LOGO • Webinar Marketing: Adobe revamps strategy and achieves a 500% lift in conversion to sale • Marketing Research Chart: Webinars, webpages, e-books among most effective places to create content • Webinars are effective lead generation programs but many don’t reach their full potential Further Resources

SPONSOR LOGO 75% increase in Open Rate 120% increase in Clickthrough Rate Webinars became the second driver of sales behind free trial offers. Average Open Rate Average CTR 2008 17% 5% 2013 30% 11% ! Results: Evolution of webinar marketing

SPONSOR LOGO Promoting Webinars: Identifying problems Marketing Webinars eLearning Web Conferencing Virtual Collaboration Security Sales

SPONSOR LOGO Promoting Webinars: Identifying problems Marketing Webinars eLearning Web Conferencing Virtual Collaboration Security Sales

SPONSOR LOGO Promoting Webinars: Create order in the strategy Registers for “Best Practices” webinar “Product” webinar Competitive comparison Email List Structured sales process

SPONSOR LOGO Promoting Webinars: Down the funnel “Best Practices” or “Solution” webinar “Product” webinar Competitive comparison Marketing PlayeLearning Play Trial/ training webinars 37% eLearning moved from “Solution” to “Product” webinar 23% marketing moved from “Solution” to “Product” webinar

Promoting Webinars: Titles Old Titles 2013 Titles Introduction to Acrobat Connect Pro Next Generation Web Conferencing New Adobe Acrobat Connect Pro 7 for Virtual Classrooms and Rapid Training Web Conferencing Tips for Training and Education How to be a Great Webinar Moderator How to Generate Leads with Webinars that Sales People will Love Creating Engaging and Fun Virtual Learning From Blah to Aha: Engaging Learners in the Virtual Classroom

Promoting Webinars: Old Strategy Email

Promoting Webinars: Old Strategy Email Landing Page

SPONSOR LOGO Promoting Webinars: New Strategy Email

SPONSOR LOGO Email Promoting Webinars: New Strategy eLearning Landing Page

SPONSOR LOGO Promoting Webinars: Process Email

SPONSOR LOGO Promoting Webinars: Process Email Landing Page

SPONSOR LOGO Email Landing Page Follow Up Promoting Webinars: Process

Email Messaging Online Training Course $695 $495ONLY $200 Enter discount code: 476-OC-3002 SAVE Exclusive Discount

SPONSOR LOGO Promoting Webinars: Planning content calendar November 14, 2013 http://www.patents-toronto.com/publications.php

SPONSOR LOGO Lead Strategy: Use the right tools Ability to pull reports from the system Ability to analyze data Track registrant through any marketing promotion

SPONSOR LOGO Lead Strategy: Organizational tools and analysis

SPONSOR LOGO Lead Strategy: Organizational tools and analysis Overall Partner vs. Lists $85,000 List Rental Cost 1407 List Rental Inquiries $60.41 Cost per Rented Inquiry $88,000 Partner Cost 2266 Partner Inquiries $38.83 Cost Per Partner Inquiry

SPONSOR LOGO Lead Strategy: Conversion rates Registers via email for “Best Practices” webinar “Product” webinar Competitive comparison 2% - 3% (stopped sending to sales) 20% 30%* Trials 30% * (Supported by daily training) * Conversion rate increase as high as 500% Compare to 5% conversion rate from the previous one- off strategy Conversion Conversion Conversion

SPONSOR LOGO Creating Webinars: Webinar tips Ditch the PowerPoint (at least some of the time) Provide passive product information Interact with your audience Deliver a solution at the end of the webinar Webinar-ize your PowerPoint Use behavior to determine leads http://blogs.adobe.com/adobeconnect/tag/webinar-best-practices

SPONSOR LOGO Creating Webinars: Audience engagement methods Chat Emoticons/Status Icon Polling Annotation Tools Audio/Video

SPONSOR LOGO Creating Webinars: Engagement with small groups

SPONSOR LOGO Creating Webinars: Speaker training sessions ADOBE CONNECT “Sharing a personal story” “Working together to build the process” “aha moment” Thinking of your past webinar you delivered, what was the most memorable THING, and ACTIVITY? How did your participants feel TRANSFORMED as a result? Memorable THING Memorable ACTIVITY TRANSFORMATION

SPONSOR LOGO Creating Webinars: Use graphics Not this… • LinkedIn: 270,000 followers • SlideShare: 77,000 views • Facebook: 716,000 fans (combined) • Twitter: 553,00 followers • YouTube: 1.46 million video views But this.

SPONSOR LOGO We’re serious about our webinars, but sometimes… Creating Webinars: Keeping your audience awake

SPONSOR LOGO Learning can be fun. http://3.bp.blogspot.com/-T66ipEp81J8/UGQ7sbe-ViI/AAAAAAAAARY/JNgjYQVVI5g/s1600/Doc+Brown.jpg Creating Webinars: Keeping your audience awake

SPONSOR LOGO Creating Webinars: Top takeaways Live webinars are important Answer questions immediately Engage with audience On-demand webinars decreased interest

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