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Challenges of Webinar Automation

Challenges of Webinar Automation. An Oracle | Eloqua Power Hour. Presentation by. Presenter. Roger Early. Senior Marketing Automation Specialist, Project Management Focus, Thermo Scientific 11-year veteran of eMarketing , and website management, operations, and analytics.

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Challenges of Webinar Automation

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  1. Challenges of Webinar Automation An Oracle | Eloqua Power Hour Presentation by

  2. Presenter • Roger Early • Senior Marketing Automation Specialist, Project Management Focus, Thermo Scientific • 11-year veteran of eMarketing, and website management, operations, and analytics. • Certified Eloqua Product Master • roger.early@thermofisher.com

  3. Thermo Fisher Scientific • Thermo Scientific • We are a world wide Business to Business organization of over 39,000 team members. • We help scientists meet the challenges they face in the lab or in the field every day. • Our high-end analytical instruments, laboratory equipment, software, services, consumables and reagents help our customers solve complex analytical challenges, improve patient diagnostics, and increase laboratory productivity. • Our mission is to enable our customers to make the world healthier, cleaner, and safer. • www.thermoscientific.com

  4. Power Hour Agenda • Purpose of Webinars • Challenges from Manual to Automation Processes • The Customer Experience • Sales-Ready Lead Generation • Webinar Report-Out Template

  5. The Purpose of Webinars

  6. You Have Something To Say. You have Expertise. • The people in your department, division, section, workgroup, or team have developed deep knowledge about some topic.  You have collected data, introduced a new program, run an experiment, rolled out a new service.  • Educate • Industry, Techniques, Products, Resources • Position Organization as a Solution Source • Create the mindset that your organization is the best source for information and solutions. • Hint • Hosting a webinar requires more practice than special knowledge, more guts than expertise.  The only way to get better at running a webinar is to run lots of webinars.

  7. Webinar Basics for Success

  8. Challenges from Manual to Automation Processes

  9. Completely redesign an existing manual webinar campaign execution and management process • Move from various applications and management processes to one single automated process. • Completely execute the customer experience through the automated process • It’s more than simply moving them from invitation to webinar. • Determine how sales-ready information reaches sales and when would your sales-ready triggers be fired. • When to present “Calls to Action,” if at all.

  10. The Customer Experience

  11. Customer Experience Through Invitations

  12. Customer Experience Through Webinar Sessions

  13. Sales-Ready Lead Generation

  14. When to Have “Calls to Action” • Invitation? • Just before the webinar? • Just after the webinar? • Only those who attended? • What about those that did not attend? • What about a “last chance?”

  15. A Webinar Report-Out Template

  16. Webinar Report-Out Template

  17. Webinar Report-Out Template, Cont.

  18. Webinar Report-Out Template, Cont.

  19. Benefits of Webinar Automation through Eloqua and the AppCloud

  20. The AppCloud connector significantly improved the customers’ experience with the webinar program. In order to participate in a webinar, the customer must be on the list in Adobe Connect. By automating this process with the cloud connector we not only removed a manual process, but also reduced the risk of a customer being blocked from an event due to human error. • Increased efficiency. The changes we made to the process flow reduced work time by eighty-three percent (83%). • With the new solution, requires minimal intervention due to automation. • Increase job satisfaction of Marcom specialists who no longer must be hands-on with asset development and ongoing monitoring or intervention. • Recognition of significant webinar improvement by executive, sales, product, and marketing management. • Overcame a quality control issue within AppCloud for Adobe Connect. • Set up a single host account in Adobe Connect, AppCloud for Adobe Connect, and Eloqua. Our power users each use this single account in the AppCloud for Adobe Connect to view each other’s setup for quality control reviews to reduce errors.

  21. Thank You • Roger Early • roger.early@thermofisher.com

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