b2b online event marketing

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					B2B Online Event Marketing

  Reach 600,000 CFOs
       Sell More
The purpose of this
presentation is to help you in
setting up your webinars to
successfully sell your offer to
Corporate Finance Executives

                                     Find more on
                         ProformativeInsights.com
    How to Appeal to C-level Corporate Finance with B2B Online
      Event Marketing Can Be a Simple Seven Step Process


• Companies today are becoming more discriminatory
  about participation in industry events. In keeping with
  the need for frugal expenditures of time as well as
  money, they are being more selective about the kind of
  events that they attend.

• Likewise, organizations which target those companies
  are rising to the occasion and beginning to target the
  corporate decision makers in finance in a different way.
  They are marketing more carefully and using online
  events to help them target those companies which may
  respond best to their offers.

3    © 2012 Proformative
     How to Appeal to C-level Corporate Finance with B2B Online
       Event Marketing Can Be a Simple Seven Step Process


• Increasingly, B2B online event marketing is using
  webinars to approach major corporations. This is not
  surprising when you review the many benefits that online
  events can offer.

• See examples of webinars successfully hosted by
  Proformative for its clients and marketed to its growing
  community of over 600,000 corporate finance, accounting,
  treasury and related professionals who directly control
  billions of annual spending:
  http://Youtube.com/ProformativeMROI.


 4    © 2012 Proformative
      What are the Benefits of Webinars?

• As opposed to a live event, online events such as webinars are
  often far more cost effective, can be more readily available to
  an increased number of people, can have outcomes which are
  dynamically measured and can be offered even post-event in
  the form of online audio/video recordings to draw even more
  traffic to an existing company website or specific digital assets.

• With that in mind, it is not at all difficult to believe that the use of
  webinars in business has grown exponentially by more than
  75% in the last 3 years.The question which is uppermost in the
  minds of most B2B company executives, is how to determine
  which audience will become the most engaged by the various
  types of online events.



  5    © 2012 Proformative
    The Keys to Success with Webinars

    Paving the Way for a Successful Webinar Tailored to
    C-level Corporate Financing Executives


    Given that more careful scrutiny of online events is taking
    place, in order to create an environment whereby your
    own online event will be more worthy of attendance, you
    will want to take careful steps in both planning and
    implementation of your online event.




6    © 2012 Proformative
    The Keys to Success with Webinars

    Paving the Way for a Successful Webinar Tailored to
    C-level Corporate Financing Executives


    Given that more careful scrutiny of online events is taking
    place, in order to create an environment whereby your
    own online event will be more worthy of attendance, you
    will want to take careful steps in both planning and
    implementation of your online event.




7    © 2012 Proformative
The Keys to Success with Webinars

    1. Define Your Goals For the Event:
    When setting up a webinar, begin by defining your goals
    for the event. What do you want to achieve when you host
    your online event? If you're trying to find new leads or to
    move your leads to the buying phase, determine the best
    way to accomplish that. Define every goal for the event
    very clearly before you arrange it.




8     © 2012 Proformative
    Way for a Successful Webinar

    2. Ascertain to Whom You Will Direct Your Materials:
    Your definition of the segment of audience that you wish to
    reach will be imperative to the success of your webinar.
    Depending on who the audience is that you are targeting,
    the way in which you reach out to that audience will differ
    and how you offer your online event must also differ. This
    will be the best time to define where your audience sits in
    the decision making process and to integrate this campaign
    with others that you are using to target that same audience.




9    © 2012 Proformative
 Way for a Successful Webinar

     3. Determine the Best Kind of Event to Hold:
     At this point you will also consider the best kind of event to
     run online. You'll also want to look at which stage of the
     buying cycle your audience is currently sitting.




10    © 2012 Proformative
The Keys to Success with Webinars


4. Evaluate the Buying Cycle and Where your
   Audience Will Be in That Cycle:
You will want to choose the best platform for your event to
enable your company to reach the audience at the proper
time in the buying and selling cycle. When you are targeting
various and diverse audiences, you will want to consider
the following as you prepare any online event:




11   © 2012 Proformative
  Evaluate the Buying Cycle. Consider:

• How best to influence the management portion of the
  team.
  The mid-level manager will be very interested in the more
  technical details. You will require a mixture of different
  formats and platforms while making your way through the
  cycle of buying and selling. This may mean online
  expositions or multiple webinars in an ongoing series.




  12   © 2012 Proformative
  Evaluate the Buying Cycle. Consider:


• Persuasion of the C-Suite. Using a Webinar to Promote
  Your Online Business.
  The average executive is very busy. He or she will desire
  content which is easy to scan while easy to digest. Ensure
  that you have topics which are pertinent to them as well as
  to other members of the business and that you offer your
  webcast in a pre-recorded method and record your online
  meetings to ensure that they can view them at a time which
  is convenient to them.



  13   © 2012 Proformative
 Evaluate the Buying Cycle. Consider:

• Low Level Management Persuasion.
  Reaching out to executives who are entry level is also
  important. Depending on what your product may be, even
  the entry level exec or employee may have some influence
  when it comes to the purchasing of that product or service.
  Your task then is to foster a relationship with every part of
  your audience so that they can use that influence for your
  benefit




 14   © 2012 Proformative
  Evaluate the Buying Cycle. Consider:
• Education of Technical Personnel.
      This portion of your seminar will be far more intricate and
      complex. While the technical personnel may not possess the
      power to make the primary buying decision, don't make the
      mistake of underestimating their clout - it's possible they hold
      some influence with those that do.
      Technical component of the company may well be those who
      will be implementing what you are selling and as such, they
      are going to be the ones who may make or break your sale.
      Their input is valuable to the company,influencing them in a
      positive way is part and parcel with how you will ultimately sell
      your product. Consider using demonstrations to those who are
      in the technical field.
 15    © 2012 Proformative
The Keys to Success with Webinars


5. Establishment of Content and Format of Your Content.
The next and among the most important aspects of your online
foray into B2B online event marketing will be the content.
The more value that your content holds, the more likely that
you will get not only a better marketing ROI, but also generate
goodwill from your customers while establishing yourself as
the authority within your niche. Your content should be much
the same as that which you would present at a physical event.




16   © 2012 Proformative
The Keys to Success with Webinars


 You'll need to offer content that is rich and valuable to
 someone at any stage in the buying process in order to
 appeal to the greatest portion of your audience. The way
 in which you will accomplish that will be by using broader
 themes at the top of the sales funnel and drawing them in
 with more comparisons of pricing and more intricate, more
 technically oriented details at the bottom.




17   © 2012 Proformative
The Keys to Success with Webinars


     Along the way, you’ll want to define the way in which you
     will allow the content to be rebroadcast or reused so that
     you can get your message out to the widest possible
     audience. One way to do that may be to offer a bundled
     package of materials on your website, another publish it on
     destinations often visited by C-level executives taking
     advantage of partners’ marketing and sponsorship
     packages.




18    © 2012 Proformative
 Content for Multi-Channel Campaigns

     Your webinar might include content from:

• SPEECHES AT CONFERENCES.

     Attend our upcoming events:




19   © 2012 Proformative
 Content for Multi-Channel Campaigns

     Your webinar might include content from:

• ADVERTORIALS

     Let us write about you




20    © 2012 Proformative
 Content for Multi-Channel Campaigns

     Your webinar might include content from:

• WHITE PAPERS

     Generate qualified leads
     from white papers downloads
     on Proformative.com




21    © 2012 Proformative
  Way for a Successful Webinar
      It later can be repurposed and used for:

• Sharing Expert Excerpts on Professional Online Networks
• Panned Nurturing Email Sequences


      All your digital assets can be then
      aggregated in Proformative’s
      B2B Marketplace




 22    © 2012 Proformative
The Keys to Success with Webinars

     7. Follow up on everything that you have done and are
        doing in a continuous way:

     Make sure that you give yourself plenty of time to build and
     to entertain your audience. Depending on the kind of online
     events that you hold, you may well need to plan a strategy
     to manage your incoming leads as well as to determine
     what you will do if someone views your webinar a month or
     two down the road and makes a buying decision at that
     point.



23    © 2012 Proformative
The Keys to Success with Webinars


 8. Decide on an effective follow up methodology:
 This best ensures that none of the leads you generate fall
 through the cracks of your sales funnel. Develop a means
 to measure the effectiveness of your online sales
 strategies and a time line to revise them when necessary
 to ensure that you continuously improve marketing ROI
 and the success of your online B2B marketing strategies.




24   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS

     When your business needs to build online visibility,
     branding, and recognition, as well as generate high
     quality leads webinars are one of the best method to
     accomplish that. Learn more about what webinars
     hosted and marketed by Proformative can do for
     your business.




25   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




26   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




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 PROFORMATIVE’S SOLUTIONS




28   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




29   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




30   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




31   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




32   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




33   © 2012 Proformative
       AUDIENCE




34   © 2012 Proformative
 SELECTED CLIENTS




35   © 2012 Proformative
      CLIENT LIST
 •    360 Solutions                     Foley & Lardner                     Receivables Exchange
      Adaptive Planning                 Frank, Rimerman & Co.               Replicon Inc.
      Ahead Human Resources, Inc.       Frank, Rimerman Consulting          Reval
      Alight Planning                   Global Shares                       SAP
      Aline                             Gorilla Expense                     SAP America Inc.
      Alliance Cost Containment         Gorilla Expense is Reefin, LLC.     SEI
      appfolio                          Habif, Arogeti & Wynne LLP          Silicon Valley Accountants
      Aranca                            Hanson Bridgett                     Silicon Valley Bank / SVB Financial Group
      Ariba, Inc.                       Hedge Trackers, LLC                 SOA Projects
      Avalara, Inc.                     Hein & Associates                   SumTotal Systems, Inc.
      Baker Tilly                       Host Analytics                      SunGard Availabilty Services
      Barney & Barney                   IBM Business Consulting Services    SutiSoft
      BI 101                            IBM Clarity                         SVA CPA
      Birst                             IBM Cognos                          Tagetik North America, LLC
      BlackLine                         Indeed.com                          Tatum LLC
      BNA Software                      Infor                               Teknos Associates LLC
      BOARD USA                         Intacct Corporation                 Teradata
      Burr Pilger Mayer                 Intralinks                          The Heights
      Business Intelligence 101     •   Legiant                             The Melita Group
      Callidus Software Inc.            Marcum                              Treasury Dynamics
      CapTrust Financial Advisors       Marcum LLP Accountants & Advisors   Tribridge
      Catavolt, Inc.                    McGladrey                           Trinet HR Corporation
      Cloud Identity                    Moyo Group                          TriNet-DWA Media
      Comdata                           myDIALS, Inc.                       TrinTech
      Concur Technologies               Nair & Co                           Two Step Software
      Deloitte                          NetSuite                            UC Berkeley Extension
      Demand Solutions Group            Open Systems, Inc.                  Ultimate Software
      DeWinter Associates               Optimized Payment Consulting        US Bank
      DLA Piper                         Perficient, Inc.                    Varicent
      EchoSign                          Peterson Sullivan LLP               VISA
      Epicor Software Corp.             Planview                            VISA / OMD NY
      Ernst & Young LLP                 Platte Valley Bank                  Weiland Financial
      ERP Guru                          PricewaterhouseCoopers LLP          Western Union
      Excel4Apps                        PROPHIX Software Inc.               Western Union BSG
      Excel4apps Inc                    PROS                                Woodruff-Sawyer & Co.
      Execustaff HR                     Ravix Financial, Inc.               WorkDay
      Explore Consulting                Real Asset Management Inc           Xactly
      FiREapps


36   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




37   © 2012 Proformative
GET IN TOUCH: ProformativeInsights.com




                           sales@proformative.com
                                 408.400.3993 x 3

38   © 2012 Proformative

				
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Description: • Increasingly, B2B online event marketing is using webinars to approach major corporations. This is not surprising when you review the many benefits that online events can offer.