Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

136 BUSINESS-TO-BUSINESS INTERNET MARKETING
Attendance for the first seminar was 186 and for the second session
was 109. We used an interesting technique, a second chance
e-mail, to provide an additional lift to response. We sent individuals
who registered but did not attend the first seminar an
e-mail reminding them of the second seminar. This e-mail resulted
in a 7.2% response, netting another nine attendees at the
second seminar.
We use a Web registration form that asks numerous qualifying questions.
We then ask additional questions at the seminar’s resource area.
We continue to find that this seminar generates a very high percentage
of qualified leads. We have, in fact, acquired new clients as a direct
result of individuals attending the seminar.
Technology Company
A technology company wanted to attract a broad audience of decision
makers from companies who might be interested in a collaborative online
meeting solution. The company decided to hold a virtual event—not just
a seminar, but an online conference. The company partnered with several
well-known technology and consulting firms to enhance the credibility of
the conference and to acquire additional funding support. The event consisted
of 11 individual online sessions, each of which featured thought
leaders addressing the general topic of virtual workplaces. The event was
promoted via e-mail newsletter sponsorships and Flash-based e-mail sent
to house and partner lists, supplemented by opt-in e-mail lists. The conference
was also publicized at appropriate trade shows. The goal of the
company was to attract 500 attendees to the event. About 1,300 registrants
signed up, and overall attendance averaged 70%. This was significantly
better than typical online seminar attendance rates, which run about
50%. In fact, 500 attendees went to the first session alone.
Software Company
AXENT Technologies merged with Symantec in December 2000. Prior
to the merger, AXENT tested substituting live Webcast seminars for its
traveling road show. According to the e-newsletter B2B Marketing Biz
(www.b2bmarketingbiz.com), AXENT created a series of educational
Webcasts targeting technical managers and tested a variety of tactics to
promote them, including broadcast e-mail to a house list, advertising
on the company Web site, notices in the company e-newsletter, newsletter
sponsorships, and direct mail. AXENT found that the Webcast semi-