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B2B online event marketing

VIEWS: 12 PAGES: 37

The purpose of this presentation is to help you set up your webinars to successfully sell your offer to Corporate Finance Executives

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									B2B Online Event Marketing

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

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


• Companies today are becoming more discriminatory
  about participating in industry events. In keeping with
  the need for frugal expenditures of time as well as
  money, they are 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
  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
  more 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 easy to believe that webinar use in
  business has grown exponentially by more than 75% in the last
  3 years. The question uppermost in the minds of most B2B
  company executives is how to determine which audience will
  become 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
    implementing 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:
    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 to a Successful Webinar

    2. Ascertain to Whom You Will Direct Your Materials:
    Your definition of the audience segment that you wish to
    reach will be imperative to your webinar’s success.
    Depending on who you are targeting, the way in which you
    reach out to your 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 to a Successful Webinar

     3. Determine the Best Kind of Event to Hold:
     At this point you also will 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, 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 and easy to digest. Ensure
  that you have topics 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 convenient to
  them.



  13   © 2012 Proformative
 Evaluate the Buying Cycle. Consider:

• Low Level Management Persuasion.
  Reaching out to entry-level executives 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 purchasing that product or service. Your task 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 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.
      The technical component of the company may well implement
      what you are selling and as such, will be the ones who may
      make or break your sale. Their input is valuable to the
      company; influencing them positively is part and parcel with
      how you ultimately will sell your product. Consider using
      demonstrations to those in the technical field.


 15    © 2012 Proformative
The Keys to Success with Webinars


5. Establishment of Content and Format of Your Content.
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 an
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 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 how 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 is to offer a bundled package of materials on
     your website. Another way: 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 then can be
      aggregated in Proformative’s
      B2B Marketplace




 22    © 2012 Proformative
The Keys to Success with Webinars

     7. Continuously follow up on everything that you have
        done and are doing:

     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 falls
 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 methods 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




27   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




28   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




29   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




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 PROFORMATIVE’S SOLUTIONS




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 PROFORMATIVE’S SOLUTIONS




32   © 2012 Proformative
       AUDIENCE




33   © 2012 Proformative
 SELECTED CLIENTS




34   © 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


35   © 2012 Proformative
 PROFORMATIVE’S SOLUTIONS




36   © 2012 Proformative
GET IN TOUCH: ProformativeInsights.com




                           sales@proformative.com
                                 408.400.3993 x 3

37   © 2012 Proformative

								
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