Title: B2B Online Event Marketing Reach 600,000 CFOs Sell More
1- B2B Online Event Marketing
- Reach 600,000 CFOs
- Sell More
2The 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
3Appealing 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.
4How 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.
5What 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.
6The 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.
7The 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.
8The 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.
9Way 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
webinars 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.
10Way 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.
11The 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 -
12Evaluate 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.
13Evaluate 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.
14Evaluate 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.
15Evaluate 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.
16The 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.
17The 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.
18The Keys to Success with Webinars
- Along the way, youll 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.
19Content for Multi-Channel Campaigns
- Your webinar might include content from
- SPEECHES AT CONFERENCES.
- Attend our upcoming events
20Content for Multi-Channel Campaigns
- Your webinar might include content from
- ADVERTORIALS
- Let us write about you
21Content for Multi-Channel Campaigns
- Your webinar might include content from
- WHITE PAPERS
- Generate qualified leads
- from white papers downloads
- on Proformative.com
22Way 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
Proformatives B2B Marketplace
23The 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.
24The 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.
25PROFORMATIVES 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.
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