How to Understand Your Customer’s Digital Body Language

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Digital trends are changing the way organisations market and sell. When potential customers are more likely to begin their research online, tools such as webinars offer an engaging and cost-effective way to educate people about a product or service.

They are also a great way to identify where customers are in their buying cycle and provide tailored support specific to each customer. The key, says Daniel Harrison, General Manager Customer Experience, Oracle Digital, is in bringing together marketing and sales to decipher the digital body language.

“Understanding what a prospect did at a webinar is very important to share actionable insights to your sales team,” Harrison says.

This is where what is often seen as the flaw of webinars transforms into a strength. It is not uncommon for some 40–60 per cent of registrants to not attend. Others may leave a few minutes in. The strength lies not only in the highly engaged audience who stay for the duration, but in how sales team engage with registrants after the event. Different ‘digital body language’ cues require different responses and levels of follow-up.

“A prospect who dropped off up early might respond well to an email proposing a different set of more appealing topics, while a highly engaged prospect who asked several questions shows high purchase intent — so a sales rep should follow-up quickly,” Harrison says.

In the non-digital world, the ‘one-size-fits-all’ process of gathering these insights is highly manual, open to misinterpretation and often not based on the needs of the customer. Oracle Digital has transformed this approach by developing an engagement methodology around the webinar and automating it to drive a personalised experience.

“By analysing digital body language from webinars, we aim to drive internal efficiency in making sure our sales reps are guided accordingly on the hot opportunities. By running webinars that nurture our audiences in a programmatic manner, we also looking to shorten sales cycles and improve win rates.”

For Harrison and his team, it is all about putting customers at the steering wheel.

“We see customers as the real innovators in the Experience Economy,” he says. “They force organisations to disrupt and rethink their product roadmap and go-to-market strategy.

With that in mind, Oracle Digital analyses clickstream data to shortlist webinar topics and uses the ON24 platform to ensure the audience is anything but a mere spectator.

“They can ask questions, and use live polls and surveys to provide real-time feedback. It’s particularly important for us to get the digital pulse of our customers so we can proactively connect with them at the right time in their buying cycle.”

The result is the alignment of sales and marketing that marries the quality outcomes of the former with the reach of the latter, creating a feedback loop that is better for everybody — especially the customer.

Daniel Harrison is presenting at Webinar World in Sydney on Thursday 2 May.

Why Webinar Marketing Requires Great Planning

Interested in learning the latest webinar tips, tricks and innovations? Discover how APAC gets digital marketing done on May 2 at Webinar World Sydney. Click here to learn more.

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Webinars are an extremely powerful marketing tool, according to Alison Jack, Marketing Campaign Coordinator at Employsure. She warns that they take time and effort to organise — but the rewards are worth it.

She says, “Planning is key. A lack of planning and structure can lead to ad hoc webinars thrown together at the last minute. A proper strategy maps out exactly how your webinars will contribute to your overall marketing activity.

She also believes there has to be engaging content. “Before we had a strategy in place, it was common to reuse presentations from live seminars to try to replicate the same success.

“However, keep in mind an online audience often has a shorter attention span and can easily be distracted. Webinar content therefore needs to be highly engaging with a range of video content, clean slides, polls, and a Q&A to keep the audience engaged and switched on.”

Creating Consistent Branded User Experience

Jack says that when various teams are creating webinars, it can be hard to keep a consistent standard approach.

“For example, our teams were using different types of landing pages and registration forms that weren’t consistent.

“To resolve this, we created new landing page templates, EDM templates, PPT templates and webinar background for the teams to use.”

To streamline some of their processes, they updated their CRM with the ON24 attendee list, so it is updated every four to 24 hours.

Before they were manually updating the CRM with the list. There was also two- to three-day waiting period before receiving the attendee list.

She says, “We also can sort the leads by engagement score, so we know the sales team are reaching out to the hottest leads first. Giving the sales team access to the questions asked during the Q&A had a huge impact on the quality of the conversation with the leads.

“Pre-recording the webinar and creating a Simu live or On-demand event has been a huge time saver. The production schedule is carefully planned, and we do not have worry about nervous presenters or technical issues.”

Improving Knowledge Of Webinars

Improving the sales team’s knowledge of webinars is important, as Jack argues webinar leads require a different approach to inbound leads or leads that attend physical events.

She says Employsure conducted an internal analysis of its webinar follow-up strategy and discovered the first 24 to 48 hours after the webinar is a crucial time to begin to nurture attendees and move them down the sales funnel.

“This timeframe is your chance to continue the dialogue with your audience, including reaching out to the no-shows, which we also discovered converted better between 48 to 72 hours following the webinar.

“We worked with key stakeholders in the sales department to set up a dedicated team of sales people to target these webinar leads. To arm the dedicated sales team, we also created a best practice guide with useful info on the types of questions the sales team should ask on the call,” she says.

Hard Work Pays Off

Earlier this year Employsure conducted a webinar series called Back to Basics — a three-part series helping small business owners start the new year right.

Jack says this webinar series was a huge success, with more than 520 registrations, 228 attendees, 68 sales meetings booked, and sales of $236,828 from three webinars.

She says, “For marketers, this is where all your hard work in planning and hosting a webinar pays off. You now have a wealth of data and can strategically package it for a smooth handoff to your sales team.

“The success was the result of an effective strategy, engaging content and a confident team of sales people that knew exactly how to approach these leads.”

Webinar World 2019 is Coming to Sydney, Australia on May 2

On March 11, Webinar World 2019 took to San Francisco to discuss how marketers can build engagement into their experiences and motivate audiences to take action. It, by all accounts, was a big success. So much so that we’re taking Webinar World 2019 on a global tour. First stop: Sydney, Australia.

Webinar World Sydney takes place on May 2 at the scenic Pier One Sydney Harbor, nestled underneath the iconic Sydney Harbour Bridge. This one-day event offers attendees the opportunity to learn from webinar experts, discover new strategies for engagement and network with APAC peers.

What kind of sessions can attendees expect? Well, here’s a small sample of the overall agenda:

Engage Smarter Not Harder: Lessons Learned in the Experience Economy

Daniel Harrison, General Manager, Customer Experience, Oracle Digital, Oracle

Digital trends, like the rise of smart mobility and social media, have made customers more aware of how they can interact with brands. Customer experience is now just as important as the actual goods or services themselves. We call this the experience economy. And guess what? Webinars are experience powerhouses.

In this session, you will learn:

  • How to create a webinar that puts customers at the steering wheel
  • Lessons learned on using webinar data to effectively follow-up with leads
  • Why working with partners is key to deliver memorable content and reach mid-market companies

Think Global. Engage Local.

Michael Meinhardt, CEO and Founder, Cloudwords

Michael Meinhardt, CEO of Cloudwords, will take the stage to discuss how leading brands are thinking differently about how they go-to-market globally. What does it boil down to? Developing relevant multilingual content and create better conversations with current and future customers. But that’s easier said than done. Join this session to learn how marketing professionals can drive strategy for regional demand generation, revenue, customer retention and more.

In this session, you will learn:

  • The digital tools empowering language localization today
  • How a strong digital strategy enables any organization to scale globally
  • Where webinars fit into the global marketing puzzle

Building Killer Webinars with Rock Solid Process

Joanne Pok, Webinar Program Lead, Salesforce

Webinars are one of the most effective content marketing tactics that drive demand. But creating an impactful webinar involves multiple moving parts and reliance on many different teams. Important elements can fall through the cracks.

In this presentation Joanne Pok, Webinar Program Lead at Salesforce, details how she seals those cracks with a rock-solid process. Join us to learn her recipe for creating a killer webinar, including:

  • Planning, driving, and delivering: the key steps at each phase
  • Managing multiple stakeholders and streamlining webinar operations
  • Refining your strategy as your webinar program evolves

Finally, Webinar World Sydney attendees will be the first to learn what the state of play in webinar marketing in Australia and New Zealand is with the unveiling of the State of Webinar Marketing 2019 Report. Sara Gonzalez, General Manager of Digital Events at RedBack Connect, will reveal the findings of the annual research study. The study itself evaluates how APAC marketers use webinars, what success looks like for the region and how practitioners are organising resources to support their programs.

Webinar World Sydney will be a great time for APAC marketers looking to develop a strategy that’ll drive audiences to engage and take action through powerful digital experiences. To learn more about Webinar World Sydney and register, click on this link.

The 6 Sessions at Webinar World 2019 That’ll Help You Drive Results

So when tallies are in and your webinar is over one thing, and one thing only, truly matters: did it drive results? Well if you’re unsure, then the Drive Results track at Webinar World 2019 is for you.

The Drive Results track gives you the knowledge you need to hypothesize, test, track, analyze and adjust your webinars for optimal performance. Watch as Splunk lays out their streamlining strategy for webinars iterative testing, see how a webinar program evolves over the course of four years with SAP HANA and discover how webinars can help you push your virtual learning program to the next level with EY.

If you’re looking to build out measurable successes in your webinar program, the Drive Results track is for you. Check it out here:

Tuesday, March 12, 2019

Lead Machine: Learn Why Merrill Leverages Webinars for Content Creation and Distribution

Quality or quantity? With webinars, the technology company, Merrill, has reached the right balance: the team focuses on creating a few high-quality webinars, then turns that content into multiple assets to distribute across many channels and generate more leads. Join Merrill’s Axel Kirstetter, VP Content Marketing, to hear how the technology company uses webinars as the flywheel for their content and lead machine.

You’ll learn how to:

• Turn webinars into multiple assets

• Build follow-up velocity into the tech stack and process

• Lower your cost per opportunity

Process Makes Perfect: Learn from Splunk’s Journey to 3,000 Live Attendees

Modern marketing takes an agile mindset. Through iterative testing and constant measurement, software company Splunk completely transformed its webinar process from clunky and manual to streamlined and repeatable. Join Splunk’s Joe Paone, head of Demand Generation and Global Campaigns, to hear the company’s webinar innovation journey.

You’ll learn how to:

• Engineer a webinar process overhaul

• Make iterative improvements

• Automate manual processes

Crawl, Walk, Run: Learn from SAP HANA’s 4 Years of Webinar Progress

From graduating college to electing a new president, a lot can happen in four years. The same is true for webinar programs. Join Scott Feldman, Global Head SAP HANA Community, for a walk-through of SAP’s long-term results since starting the webinar program in 2014.

You’ll learn how to:

• Make annual lead generation gains

• Quantify sales impact

• Build thought leadership

Shifting Mindsets: Learn How EY Takes Virtual Learning to the Next Level

Nearly 70% of companies believe their employees need to continuously develop their skills to stay competitive. So, it makes sense that EY, a leader in workplace innovation, has taken their learning and development program to the next level by shifting to digital. Join EY’s Phil Hoops, Americas Advisory Assistant Director for Technical Learning, to hear how his team has transformed their L&D program over the past four years.

You’ll learn how to:

• Make a case for your own virtual L&D program

• Get a virtual program started

• Back up your L&D success

Wednesday, March 13, 2019

Extreme Makeover: Learn Why Morningstar Overhauled their Webinar Program

For the investment research and software company, Morningstar, content is king. So, when their webinars proved unworthy, the team decided to make a regime change. Join Morningstar’s, Emilie Neumeier, Product Marketing Manager and Lisa Rafdal, Marketing Manager to hear how the fin-tech firm totally renovated their marketing strategy with a brand new webinar program that improved the audience experience and increased MQLs by 300%.

You’ll learn how to:

  • Rebuild your webinar program from scratch
  • Align your webinar program with your buyer
  • Use webinars across the customer lifecycle.

Webinar Evolution: Learn How Genesys Innovated their Online Events

The time of doing talking-head, slide-only webinar formats is over. Get outside the standard webinar box and join Genesys’s Ryan Grable, VP Global Digital Demand Generation and Liz Weida, Director of Digital Demand Generation, for a behind-the-scenes look at tech company’s re-imagination of their webinars into different formats, new series and use across the funnel.

You’ll learn how to:

  • Utilize more features within a webinar
  • Create new webinar event types and formats
  • Reshape webinar content for different audiences and channels