The Art & Science of Webinar Marketing
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Transcript of The Art & Science of Webinar Marketing
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The Art & Science of WebinarsMorgan Cantrell, BrightTALK
Nadia Barmada, Getty Images
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Agenda
• Create great content
• Build big audiences
• Measure your impact
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Create great
content
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Getty Images webinar program
• 83% of human learning is visual
• Webinars provide us with the
opportunity for visual storytelling
around specific concepts
• We can deliver complex ideas,
simply with imagery and video,
commentary & examples
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Getty Images webinar program
• Getty Images webinar program is a key step in
reinforcing our thought leadership position on
visual trends
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Getty Images webinar program
• Goal of thought leadership content is to provide
inspiration and value added information for our
customers on how to use our imagery
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Getty Images webinar program
• Thought leadership
webinars hosted on the
Getty Images Channel,
with customer data
integration managed via
Eloqua
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The most engaging content is live
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Professionals watch content everywhere
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Build big
audiences
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Audiences come from various sources
31%
14%
53%
2%
2014 Audience Drivers on BrightTALK
Banners on BrightTALK
Partner promotions
Email promotions
Social media
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Instant recording enables more views
Registration only Live viewers On demand viewers
Days
Prior to live event After live event
Norm
aliz
ed a
udie
nce s
ize
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Getty Images webinar program
• Target customer personas dictate
webinar content (agency and
corporate - buyers and influencers)
• Webinar registrations primarily
driven from existing customer
database, via email engagement
campaign
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Getty Images webinar program
• Supported by active social
media campaign to reach new
contacts (organic and paid
social)
• Also target similar customer
profiles via access to the
BrightTALK community
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Extend your reach on BrightTALK
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Measure
your impact
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Connect content to revenue
By connecting our BrightTALK Channel with
our CRM, we can automatically route engaged
leads to sales and show ROI on our webinars
in real-time.
- Box
“
”
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Integrate data with BrightTALK for Eloqua
• Use real-time engagement data to prioritize
outbound calls, create more opportunities and close
more business faster
• Score leads and trigger relevant nurturing
campaigns based on engagement data
• Measure the influence of your content marketing
campaigns on revenue
• Average user rating:
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Track your impact based on key metrics
• Cloudera influenced and created $2.4m in closed business in 6
months on a $60k investment
• Cloudian converted 25% of their attendees to live sales
conversations
• Zerto found that BrightTALK subscribers converted 40% better
than lead lists from other content marketing programs
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Getty Images webinar program
• Post-webinar video asset
integrated into content
marketing strategy
• Provides on-demand access
to webinar video via embed
in content marketing
channels
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Getty Images webinar program
• Post-webinar views on average
more than double webinar event
attendees
• Assisted in driving 10,000
subscribers to Getty Images
Channel in 2014
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Getty Images webinar program
• Eloqua integration via cloud
connector allows full visibility on
contact with registrants
• Webinar activity feeds into wider
lead generation strategy
• Provides visibility on BrightTALK
data and contact behaviour for lead
scoring
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• Learn more at brighttalk.com and stories.gettyimages.com
• Follow us @BrightTALK & @GettyCreativity