B2B online event Marketing

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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
in setting up your webinars to successfully sell
your offer to Corporate Finance Executives
Find more on ProformativeInsights.com
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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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

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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.

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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.

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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

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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.

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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.

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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.

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The Keys to Success with Webinars

• Along the way, youll 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.

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Content for Multi-Channel Campaigns

• Your webinar might include content from
• SPEECHES AT CONFERENCES.
• Attend our upcoming events 

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Content for Multi-Channel Campaigns

• Your webinar might include content from
• ADVERTORIALS
• Let us write about you

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Content for Multi-Channel Campaigns

• Your webinar might include content from
• WHITE PAPERS
• Generate qualified leads
• from white papers downloads
• on Proformative.com

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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
Proformatives B2B Marketplace
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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.  

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The Keys to Success with Webinars

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• 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.

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PROFORMATIVES SOLUTIONS

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• 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.

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