Case: How Komfo get ROI on their webinars

Hi everybody, I hope you're having fun today at this party. One of the things that is a bit exciting for me is that I have a long story with the TwentyThree. Actually, 13 years ago I was a student worker in the Danish E-Business Association. And I was listening to Thomas Madsen-Mygdal and all these kinds, all these boys talking about this project. And now today I stand here many years later and I'm going to talk about how I'm using this product and how Comfo is taking advantage of using products like this. Because actually it's not new for Comfo doing webinars. It's not new for us trying to approach our clients, our prospects and our network with live events. Because we are a global company. We are doing social media marketing at scale. And if you want to do that with scale, you need to do it online. Otherwise it will be quite costful for us to do physical events talking about what we are doing, talking about different kinds of topics into social media at physical events. So we have been doing this for quite some years now. And we are of course very, very big fan of the live product because it has brought us some new features. So what I'm going to do today is that I'll start up talking a little bit about why should you use webinars. Because we believe it's one of the best ways. Okay, I'm not actually doing what you told me to do. I need to stand here and do it like this. But why webinars? There's three main reasons for doing webinars. Number one, it's really, really a good tool if you want to nurture your leads or prospects. Many prospects are looking for that you are the right company to work with. So if you have good content, if you have great knowledge and you can share it with them, they will be better and better for you and maybe end up like clients. Or that's what we see, but it's also what we can see in the industry. Number two, it's scalable. I've already said that. It's easy to get lots of people in across the world and listen to your message. If you do it well, if you are a good host, because it's not an easy thing to do. And we've heard about that many times today. And number three, it's easy to track. It's so easy to track. And I'm not saying that we are 100% there yet, but we are really focusing to see what is the value of doing a webinar. How many is going from a cold lead to a warmer lead, and how many will actually be a client at the end of the day. Last year we had, okay, I'm also not the best friend with this, okay. We actually had 15 webinars. And one of the great things about these webinars is that when it was over, we actually put them on our website as an on-demand service. So yes, we get some great leads that we could talk to, but we also saw that if people actually went to our webpage and they were watching it on demand, they were actually even more hot for us, and we could work more on it. Because if you are actually watching it later, you could say, or a webinar that is recorded, and you can't interact with the people and ask the questions, there is a great opportunity that they're interested. Some statistics that I want to bring to you, because it is about return on investment. Everybody is saying, if you look throughout the industry, that webinars is the perfect tool for lead nurturing. This is some numbers that is actually globally. The big software companies saying that 62% are using it for lead nurturing. This is our numbers. We see that an average of 20 to 30% of the participants, they are actually turning into qualified leads. That's a good reason for doing this, because we want to qualify our leads, not just by sending mails, but by telling our knowledge, sharing what we're doing. And then, which I think is more even interesting, is also that when we see that people are signing up for webinars, they don't always come or join for the webinar. But it's actually very interesting in signing up because they want to know what's going on, or they want to listen to the on-demand version. When we do a very, I would say, narrow topic, for instance, for public organization, we can actually have a rate of 90% of showing up to an event. But in general, it is like 50% of the participants who will actually show up. But we get their information, because what is very interesting here as well is that people actually sign up with their real data. If we have a white paper on our website, or if we have an email database, they typically put in wrong data. But they don't do it with knowledge like this, or webinars, or on-demands, because they really want this information. So it's a great way of sharing. They give us their data, we know something about them, and we can provide them with the webinar. So first, or the last point here is that the conversion rate for our webinars are much better than all the other channels we have. This is just to give you an overview of how we work. We are trying to use all the different tools that we have to show where do you get the best return on investment. I was told today, please share why people should use this in terms of return on investment. I think that what I will show you here right now is that if you look at the cost of doing it and the conversion rate, it is a brilliant tool, because what we see with our emails, it is the truth, I think we all have it like that, people don't really want to get lots of emails anymore, only if it's so relevant. So it's a bit down. There's lots of it, and people don't even convert. Then we of course use inbound marketing a lot, and we do some trade shows, but it's extremely expensive. So in terms of the cost perspective, you should test it. And also because it is a great platform if you don't do traditional marketing. In Comfort, we don't do traditional marketing. We want to interact. We want to create experiences together with our audience to also make even better things in the future. So we also learn a lot of doing these kind of things. We see that if we are testing some concepts, we get a lot of feedback, and we can improve in future. And that's actually the end point that I have, that you should always see this channel as a great place or a great channel for nurturing your leads, but you should also see it as a great platform for doing things even better. And I've also heard so many times today, live, it's about live, it's about testing, it's about doing it. Yes, that's the truth, but it's also about the numbers, and it's also about listening to what people are actually saying to these kind of things that you are doing live. Because with that knowledge, you can do it even better in future, and you can get the best return on investment. Thanks for your time.