Webcasting as a Sales and Marketing Tool

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Webcasting as a Sales and Marketing Tool

• Diane Mayer, President
• B2B Web Marketing Solutions

dianemayer_at_earthlink.net 661.799.9911
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Agenda B2B Web Seminars

• Why?
• Create demand
• Advance the sales process
• Improve marketing ROI
• When does it make sense?
• How to launch a program

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Polling Question

• How many webcasts have you attended?
• None
• 1-3
• 4-10
• More than 10

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Polling Question

• How has your company used web conferencing?
• Internal training
• Communications with channel reps
• Customer communications
• Prospect demo presentations
• Marketing event to generate leads
• None

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Traditional Demand Creation
Basic Lead Qualification Information Fulfillme
nt
Ads PR DM Shows Seminars Website
Via the web
Qualified Leads
Unqualified Leads
??
Distributed to Sales Force
Black Hole
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Typical Problems (Internal)

• Sales reps (rightly?) complain
• Too few leads
• Too many leads
• Not the right kind of leads
• Reciprocal finger-pointing between marketing and
  sales
  

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Typical Problems (External)

• Field sales reps only want prospects who are
  ready to buy
  
• Prospects often dont know if theyre ready to
  buy until they understand the product/service
  
• The glut of written information available is
  often more confusing than helpful

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Polling Question

• In the last 12 months, has your company sponsored
  an off-site seminar series to attract prospects?
  
• (Or are you currently planning to?)
• Yes
• No

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Typical Problems (Roadshow Seminars)

• Logistics-crazy!
• 1/2 day meeting full day lost
• Travel-weary
• Attendance rate declining
• Lots of sunk costs

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How Web Seminars Help

• Still a novelty that attracts prospects
• Prospects self-qualify their level of interest
• Webinars advance the learning process which in
  turn advances the sales cycle

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Lets Compare
Roadshow Seminars
Web Seminars

• Logistics-crazy!
• 1/2 day meetingfull day lost
• Travel-weary
• Attendance rate declining
• Lots of sunk costs

• Logistics-easy!
• 1-hour meetingno addl time lost
• Nobody travels!
• Attendance rate strong
• Mostly variable costs

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How Web Seminars Help

• Method to generate leads in a way that
• Satisfies the information needs of the prospect
• Satisfies the needs of the sales force for a
  steady stream of qualified leads
  
• Enhances marketing initiatives such as product
  launches, channel programs, etc.

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When?

• Coincide with product launches
• Support major corporate initiatives
• At times when other lead sources are slow
• To boost lead flow to lagging territories

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Polling Question

• How long is your typical sales cycle?
• Impulse buy
• 1-3 months
• 4-6 months
• 7-12 months
• more than 12 months

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Demand Creation
Ads PR DM Shows Website
Webinar Specific Campaigns
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Demand Creation
Web Seminars
Industry Specific
Ads PR DM Shows Website
Title Specific
Webinar Specific Campaigns
Product Specific
Add webinars to your call-to-action on
traditional mediums
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Demand Creation
Web Seminars
Virtual Follow-up Meetings
Weekly Schedule
Industry Specific
Ads PR DM Shows Website
Demo Days
Title Specific
Client Specific
Roundtable Discussions
Webinar Specific Campaigns
Product Specific
Sales
Marketing
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The Accelerator

• Cost per lead is only one factor
• Webinars
• Fill the pipeline
• Facilitate progress in the sales cycle
• Result?
• Increase speed to market
• More predictable flow of leads to sales
• Build pipeline..

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Sales Funnel
Long-Term Sales
Attract New Prospects
Targeted 3rd Party Lists
Jump-Start
In-house Database
Accelerate
Target Prospects (hand-picked by sales)
Near-Term Sales
Sales
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Benefits

• Improved Marketing ROI
• Near-term results are easily measured
• Lower cost per qualified lead
• Lower cost per sale
• Much less costly than roadshows
• Extend the impact of your direct marketing
  programs
  

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How To Launch A Program
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Q4 Pilot To Prove Concept

• Be clear on your objectives
• Recruit internal champions
• Keep it simple
• In-house databases only
• Email / Letter invitation
• Modify existing presentations

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Keys To Success

• Promotion
• list
• offer
• creative/messaging
• Execution
• Platform
• Content
• Speaker preparation
• Follow-up

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Build Into 2001 Marcom Plan
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For More Info, Contact

• Diane Mayer
• B2B Web Marketing Solutions
• 661-799-9911
• dianemayer_at_earthlink.net