Many companies now use webinars as part of their marketing mix and many have seen some success on top of the funnel metrics like registrations, attendance and in-webinar engagement. But there are other metrics and uses cases that can have a far greater impact on your bottom line.
If you truly understand where webinars fit into your marketing and what metrics you should be paying attention to, you can start to optimize for real gains to your bottom line.
In this presentation, Thue Madsen, Marketing Operations Manager at Kissmetrics, explains how to use full advantage of webinars by using them in each step of your funnel and helping you meet your marketing goals.
You’ll learn how to:
Optimize your webinar strategy to match your TOFU, MOFU, and BOFU goals
Leverage A/B testing to improve your webinar assets for better conversion rates
Become data-driven in your search to produce more of your best webinars
2. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before
joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how
he ended up as a KISSmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager,
Kissmetrics
@ThueLMadsen
5. WHAT DOES TODAY’S JOURNEY LOOK LIKE?
Agenda:
• What is the goal of your webinars and where do they fit into your marketing funnel?
‣ Top of the funnel (ToFu)
‣ Middle of the funnel (MoFu)
‣ Bottom of the funnel (BoFu)
• Gathering the Data you need to improve your webinars
• Ideas to optimize your webinars
• Leveraging A/B Testing to optimize your webinars
6. WHAT DOES TODAY’S JOURNEY LOOK LIKE?
My presumptions:
• You know about webinars
• You have probably done webinar already
• You are ready to take it to the next level and get strategical
Also:
• I will use examples from my own company and experience
• All data is made up or altered considerably
16. Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Problem you are facing:
• Brand Awareness
• Though leadership
• Product Awareness
What you want to optimize for:
• Registrations
- New Registrations
• Content consumption
- Live Attendance
- Recording consumptions
17. Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Find your best topics from your data:
• Your blog
• PDF Guides / White Papers
• Ask your audience what interests them
22. TOPICS TO DRIVE REGISTRATIONS
Analytics Reports
• Which webinars gets the most registrations?
23. TOPICS TO DRIVE NEW EMAILS
Marketing Automation Reports
• How many visits did the webinar page get?
• How many new prospects did you gain?
24. INCREASE NEW REGISTRATIONS
Partner webinars
• Share the content burden
• Get in front new audiences
• Share leads
• Your channel or theirs?
• Set the requirements
25. PARTNER WEBINARS
Partner webinars
• Keep an editorial calendar
• Make an “agreement” to set expectation and
responsibilities
• Set a timeline to get all assets
• Look for thought leaders but make sure to match
your best topics!
27. TRACKING REGISTRATIONS AND PERFORMANCE
Can also be done with UTM - Examples of UTMs
http://go.uberflip.com/how-to-optimize-your-webinar-strategy-to-meet-your-
marketing-goals?
utm_medium=email&utm_campaign=webinar-152&utm_source=Kissmetrics&
utm_content=tofu-webinar
30. TESTING LANDING PAGE AND FORMS
VS.
"Even if you can't make it,
sign up anyway!
We'll send you the recording."
31. TESTING LANDING PAGE AND FORMS
VS.
"Even if you can't make it,
sign up anyway!
We'll send you the recording."
+6.91% increase in conversions,
at 97.39% significance!
38. Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Problem you are facing:
• Product Awareness
• Solution Need
• Solution Buy-in
What you want to optimize for:
• Conversions
- Trials / Demos
• Product Information
- Downloads / Requests
39. TOPICS
CRM Reports
• Which webinars perform the best?
• Infinite amount of ways to get break it down
• Hard to get a full funnel view
42. TOPICS
Our best practice for MoFu
• Thought leader topics showing the value of our products
• Something you can do with various solution but that we do better
• There has to be value even if they are not interested in your product!
46. COLLECTING DEMO REQUEST UP FRONT
Make sure your lead understand your offering
• Great to increase lead volume drastically
• Make sure your funnel can handle it
• Prospects may not know what they are opting in to
• Lead quality might suffer
49. TESTING LANDING PAGE AND FORMS
-40.40% increase in conversions,
at 99.74% significance!
50. COLLECTING LEADS IN WEBINAR
Make sure you don’t hold your audience hostage
• Prospects are not always there to get a demo or pitch
• Find the right time and length to pitch
• Create a system for collecting and following up with leads
56. Awareness
Consideration
Conversion
Loyalty
Advocacy
ToFu - Top of the funnel
MoFu - Middle of the funnel
BoFu - Bottom of the funnel
Problem you are facing:
• Product Adoption
• Retention
• Product Advocation
What you want to optimize for:
• Product usage and utilization
• Customer Happiness
- Feedback, support tickets
• Product referrals
57. IMPROVE RETENTION AND LOYALTY
Use the people who talk to your customers all the time
• Your Sales department meets the customers every day
• Customer Success knows about all the great and not so great things of your product
• Products know where the product is headed
• This is very much a team effort
60. TOPICS
My favorites that we have seen work great
• Advanced use case of our product
• Setting yourself up for success with the tool
• How to do more with less
• Roadmap and beta training
61. TOPICS
Get more out of your customer webinars
• Repurpose into on boarding, e-course, etc.
• Invite trials users, prospects if relevant
• But remember what the primary goal is
68. THE KISSMETRICS WEBINAR SERIES
Three kinds of webinars
• Pure thought leadership that also stimulates product awareness
• Product webinars that can be applied even without the use of Kissmetrics
• Customer webinars that promotes Kissmetrics best practices and advanced use cases
69. The Kissmetrics Webinar Series
Three kinds of webinars
• Pure thought leadership that also stimulates product awareness
• Product webinars that can be applied even without the use of Kissmetrics
• Customer webinars that promotes Kissmetrics best practices and advanced use cases
70. Crushing your webinar goals!
My rules of thumb:
• Know what you are trying to achieve with your individual webinars
• Have a specific goal and a way to know when you succeed
• Have your analytics and other platforms set up to give you the right data
- The more accessible and easy to find the higher the chance of success
• Advanced: Build a webinar programs that strategically contributes to every step of the fun