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by Shelby Britton

Created

May 9, 2013

MarketingSherpa Releases Case Study on Adobe Connect Webinar Program

Yesterday, MarketingSherpa released a case study on our own webinar program that we have been running for Adobe Connect since 2008.  It reviews the evolution of the program while sharing lessons learned and methods that led to success.

logo-marketing-sherpaFrom the case study, Webinar Marketing: Adobe revamps strategy and achieves a 500% lift in conversion to sale by MarketingSherpa:

SUMMARY: Webinars can be effective, yet challenging, content marketing.

So, we were intrigued when we learned even a webinar platform company faced challenges with using webinars for marketing. Adobe wanted to use webinars as guided product tours, which would have been difficult to present in a “one sheet brief,” as the senior product marketing manager described it.

Learn from the team’s impressive turnaround — a 500% increase in conversion to sale through its new webinar strategy — to see how you can improve your own webinar marketing. READ MORE.

Or WATCH THE INTERVIEW REPLAY.

In preparation for my interview with MarketingSherpa, I also prepared a case and a review of our program for this blog on why I think one-off webinar for lead generation are a waste. Here is the start of that review:

One-Off Webinars for Lead Generation are a Waste

A bold statement perhaps, but allow me to present my own case study and I bet you’ll end up agreeing with me.

Many a marketer, including myself just a few years ago, will spend a great amount of effort and budget on promoting and producing webinars about their product which are held sporadically throughout the year. More often than not these webinars are not part of an integrated strategic plan… READ ON

Written by: Shelby Britton
@shelbyadobe

 

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Adobe Connect is a web conferencing platform, powering complete solutions for web meetingseLearning, and webinars, on any device.

Shelby Britton

Shelby Britton

Shelby Britton, Sr Product Marketing Manager @shelbyadobe Shelby has been in high tech marketing since 2004, currently implementing programs in field marketing, demand generation and product marketing at Adobe. She has produced and managed over 500 webinars since 2007 and is the author of The Content Marketer's Guide to Webinars. Previously she led the marketing departments for channel partners of IBM and Adobe. She has a MBA with a dual-focus in Marketing and Management from San Diego State University and a bachelor’s degree in Literature and Writing from the University of California San Diego, Revelle.

Adobe Connect is a web conferencing platform, powering complete solutions for web meetingseLearning, and webinars, on any device.

COMMENTS

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