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B2B Online Event Marketing Reach 600,000 CFOs Sell More

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

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Title: B2B Online Event Marketing Reach 600,000 CFOs Sell More


1
  • B2B Online Event Marketing
  • Reach 600,000 CFOs
  • Sell More

2
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
3
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.

4
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.

5
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.

6
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.

7
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.

8
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.

9
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
    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.

10
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.

11
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

12
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.

13
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.

14
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.

15
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.

16
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.

17
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.

18
The 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.

19
Content for Multi-Channel Campaigns
  • Your webinar might include content from
  • SPEECHES AT CONFERENCES.
  • Attend our upcoming events 

20
Content for Multi-Channel Campaigns
  • Your webinar might include content from
  • ADVERTORIALS
  • Let us write about you

21
Content for Multi-Channel Campaigns
  • Your webinar might include content from
  • WHITE PAPERS
  • Generate qualified leads
  • from white papers downloads
  • on Proformative.com

22
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
Proformatives B2B Marketplace
23
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.  

24
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.

25
PROFORMATIVES 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.

26
PROFORMATIVES SOLUTIONS
27
PROFORMATIVES SOLUTIONS
28
PROFORMATIVES SOLUTIONS
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PROFORMATIVES SOLUTIONS
30
PROFORMATIVES SOLUTIONS
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PROFORMATIVES SOLUTIONS
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PROFORMATIVES SOLUTIONS
33
AUDIENCE
34
SELECTED CLIENTS
35
CLIENT LIST
  • 360 SolutionsAdaptive PlanningAhead Human
    Resources, Inc.Alight PlanningAlineAlliance
    Cost ContainmentappfolioArancaAriba,
    Inc.Avalara, Inc.Baker TillyBarney BarneyBI
    101BirstBlackLineBNA SoftwareBOARD USABurr
    Pilger MayerBusiness Intelligence 101Callidus
    Software Inc.CapTrust Financial
    AdvisorsCatavolt, Inc.Cloud IdentityComdataCon
    cur TechnologiesDeloitteDemand Solutions
    GroupDeWinter AssociatesDLA PiperEchoSignEpico
    r Software Corp.Ernst Young LLPERP
    GuruExcel4AppsExcel4apps IncExecustaff
    HRExplore ConsultingFiREappsFoley
    LardnerFrank, Rimerman Co.Frank, Rimerman
    ConsultingGlobal SharesGorilla ExpenseGorilla
    Expense is Reefin, LLC.Habif, Arogeti Wynne
    LLPHanson BridgettHedge Trackers, LLCHein
    AssociatesHost AnalyticsIBM Business Consulting
    ServicesIBM ClarityIBM CognosIndeed.comInforI
    ntacct CorporationIntralinks
  • LegiantMarcumMarcum LLP Accountants
    AdvisorsMcGladreyMoyo GroupmyDIALS, Inc.Nair
    CoNetSuiteOpen Systems, Inc.Optimized
    Payment ConsultingPerficient, Inc.Peterson
    Sullivan LLPPlanviewPlatte Valley
    BankPricewaterhouseCoopers LLPPROPHIX Software
    Inc.PROSRavix Financial, Inc.Real Asset
    Management IncReceivables ExchangeReplicon
    Inc.RevalSAPSAP America Inc.SEISilicon
    Valley AccountantsSilicon Valley Bank / SVB
    Financial GroupSOA ProjectsSumTotal Systems,
    Inc.SunGard Availabilty ServicesSutiSoftSVA
    CPATagetik North America, LLCTatum LLCTeknos
    Associates LLCTeradataThe HeightsThe Melita
    GroupTreasury DynamicsTribridgeTrinet HR
    CorporationTriNet-DWA MediaTrinTechTwo Step
    SoftwareUC Berkeley ExtensionUltimate
    SoftwareUS BankVaricentVISAVISA / OMD
    NYWeiland FinancialWestern UnionWestern Union
    BSGWoodruff-Sawyer Co.WorkDayXactly

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PROFORMATIVES SOLUTIONS
37
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