1. Copyright 2003-2008, Rally Software Development Corp Dru Jacobs Director of Demand Generation – Rally Software Development Bringing in the Business: Leveraging Web Seminars for Lead Generation and Qualification

2. 2 Housekeeping ∙ If you are not dialed in please do so: ₋ 1-866-740-1260 ₋ Access Code: 2091783 ∙ We will take some chat questions throughout and as many as possible at the end ∙ We will send you the slides and archive

3. 3 What you will learn today… ∙ How you can use web-based events to deliver highly qualified “sales-ready” leads ∙ Or as your sales team might say… SHOW ME THE MONEY! 80% of leads go to waste Marketing Sherpa

4. 4 What we will cover today… Tactics for building a series of web seminar events Using the webinar series to better qualify leads Ideas on how to measure success

5. 5 A little about me… ∙ 12 years of B2B marketing experience ∙ Passionate about architecting and building marketing and sales automation infrastructures and campaign strategies ∙ Spent the last 4 yrs at Rally Software building a responsive database of prospects and customers

6. 6 A quick review - Why webinars ? ∙ Capture new prospects ∙ Nurture current prospects and customers ∙ Customer support/Training ∙ Web-based learning

7. 7 A quick review - Why webinars ? ∙ Cost savings ₋ Very low cost approach to interacting with your prospects and customers ₋ Lower incremental cost whether it’s 50 or 500 attendees ₋ An ideal “field marketing” event for a down economy ∙ Great Qualification tool! ₋ Captive Audience ₋ Deliver value ₋ Interaction and questions ₋ Purposeful follow-up ₋ Archived – the gift that keeps on giving! We see 2X-4X the ROI with leads from webinars

8. 8 Building a series of web seminars ∙ Singular web events are great – but a series can really help: ₋ Educate a prospective buyer in a prescriptive fashion ₋ Move a prospect along a product evaluation path ₋ Help prioritize lead follow-up!

9. 9 Building a series of web seminars ∙ Build the series with the end in mind! ∙ What do you want a prospect to do? Webinar 1 Webinar 2 Webinar 3 Introductory Topic Advanced Topic Case Study with Customer Build Credibility Call to Action Promotional Call to Action for: Product Trial Program Sign-up Product Purchase Upsell

10. 10 Building a series of web seminars Webinar 1 Webinar 2 Webinar 3 Introductory Topic Advanced Topic Case Study with Customer Build Credibility Call to Action Promotional Call to Action for: Product Trial Program Sign-up Product Purchase Upsell Speak to Pain Speak to Roles Content is king – It can’t just be a sales pitch!

11. 11 Building a series of web seminars ∙ A basic framework for a series Promotion & Reminders Webinar 1Webinar 2Webinar 3 1-3 wks Attendee/ Non-Attendee Follow-up Post event wrap-up Promote Archive Attendee/ Non-Attendee Follow-up Promotion & Reminders

12. 12 Building a series of web seminars Let’s talk a little about promotion… ∙ Take the holistic approach with your target audience in mind ₋ eNewsletters ₋ Website ₋ Emails ₋ PR ₋ Calls ₋ Blogs ₋ Adwords ₋ Industry pubs

13. 13 Using Webinars for Lead Qualification Think of a webinar series as a marketing and sales funnel ₋ Structure your upfront qualification questions for initial prioritization ₋ Imbed calls to action at the end of every webinar to drive further activity ₋ Use Telesales if you have them for reminder calls

14. 14 Using Webinars for Lead Qualification ₋ Use Attended vs. Non- Attended lists to further target and segment ₋ Use the archive at the end as another touch point Prospect Qualified Prospect Opportunity Customer

15. 15 Using Webinars for Lead Qualification ∙ Now lets talk about lead qualification and sales process Promotion & Reminders Webinar 1Webinar 2Webinar 3 1-3 wks Attendee/ Non-Attendee Follow-up Promote Archive Attendee/ Non-Attendee Follow-up Promotion & Reminders Prospect Attended Work with sales to build this framework!

16. 16 Using Webinars for Lead Qualification ∙ The lead qualification and sales process Promotion & Reminders Webinar 1Webinar 2Webinar 3 1-3 wks Attendee/ Non-Attendee Follow-up Promote Archive Attendee/ Non-Attendee Follow-up Promotion & Reminders Prospect Registers for Webinar Attended#1Attended#2Attended #3 No Show #1No Show #2No Show #3 Increasingly Hot Lead – Qualify More w/ Each Event Hot Leads Nurture / Drip Campaigns / Gather Info Slowly and Segment

17. 17 Using Webinars for Lead Qualification ∙ The lead qualification and sales process Webinar 1Webinar 2Webinar 3 1-3 wks Prospect Registers for Webinar Attended#1Attended#2Attended #3 No Show #1No Show #2No Show #3 Increasingly Hot Lead – Qualify More w/ Each Event Hot Leads Nurture / Drip Campaigns / Gather Info Slowly and Segment

18. 18 Using Webinars for Lead Qualification What does sales need from marketing to make this work? ∙ We work with our sales team to build a “campaign package” that contains: - Messaging/Value proposition of the web event - Event and promotional calendar - Reminder and follow-up plan - Call and voicemail scripts - Email templates - Lead scoring and prioritization rules!

19. 19 Using Webinars for Lead Qualification ∙ Marketing teams need help too! ₋ Event management process and tools! ₋ Promotion and follow-up process with marketing automation ₋ Lead scoring and nurturing in your CRM system!

20. 20 How do we measure success? ∙ As marketers we need to be able to present hard data on how our programs affected the bottom line! ₋ Think about your processes and tools for managing your leads ₋ Build a closed-loop framework that allows you to track the lifecycle of a lead ₋ If you don’t have a CRM system, spreadsheets are fine! ∙ Common metrics: ₋ Cost/Lead ₋ Number of leads ₋ % of leads that are qualified (have a common definition with sales) ₋ % of leads that drive an opportunity ₋ % of leads that close

21. 21 Tips for success ∙ Work in lock-step with sales to define qualification framework ∙ Build the entire campaign ahead of time ₋ Calendar ₋ Communications plan ₋ Sales tools ∙ Automate, Optimize, Prioritize!

22. 22 Questions?

23. 23 Some great resources ∙ Marketing Sherpa: www.marketingsherpa.com B2B and B2C best practices and researchwww.marketingsherpa.com ∙ ReadyTalk: www.readytalk.com Webinar best practices and event managementwww.readytalk.com ∙ Salesforce.com www.salesforce.com CRM processes and tools for lead managementwww.salesforce.com ∙ Eloqua www.eloqua.com Marketing Automation best practices and toolswww.eloqua.com ∙ Feel free to contact me: djacobs@rallydev.comdjacobs@rallydev.com