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Using Web Conferencing to Improve Marketing and Boost Sales

April 19th, 2011 by admin

By Melanie Turek, Industry Director, Frost & Sullivan

Recently I was speaking with Karen Gwynne, Director of Sponsorship at the American Marketing Association, about how the AMA is using web casts to increase membership in the organization. Gwynne says that if a prospect attends three or more web casts, he or she is far more likely to join the organization as a dues-paying member, and stay loyal to the AMA in the months and years to come. Not surprisingly, the AMA is taking advantage of web conferencing to boost its brand, increase member loyalty and, ultimately, improve the bottom line.

In February, I wrote about how good web conferencing is for internal corporate and customer training. This month, I want to emphasize its value as a marketing tool. Today’s marketing professionals are faced with multiple challenges as they try to generate leads in an increasingly global and dispersed business environment. They must also develop a strong brand identity among a multitude of messages and imaging, much of which crosses the Internet; qualify leads and deliver contextual information about them to the sales team; and justify any expense with a clear ROI calculation. Web conferencing—which let’s marketers deliver interactive presentations via the Internet, easily and cost-effectively—can help with all these mandates.

Online events deliver global reach
Reaching a variety of customers and prospects can be difficult, time consuming and costly, especially as businesses extend their global footprint. With web conferencing, organizations can deliver marketing information and online training to small and large groups located anywhere in the world, with specific content designed just for them. This will help improve product and brand awareness, drive usage rates and satisfaction levels, and generate more new sales as well as cross-sell and up-sell opportunities.

Pre-registering attendees and gathering feedback delivers more qualified leads
Using web conferencing, marketers can increase the number, frequency, reach and quality of their marketing events, and they can expand those events to cover niche areas and target special interest groups. By using the software’s interactive features, speakers can create marketing sessions that offer valuable educational information, which in turn will increase brand awareness and loyalty, and deliver warm leads. Using conferencing’s Q&A and polling capabilities, presenters can better qualify those leads and help sales teams boost their conversion rates. Finally, sales people can use web conferencing to follow up with interested customers and prospects in a more targeted, intimate and interactive way.

Collaboration capabilities let marketing, sales and line-of-business work together to drive revenues.
Web conferencing cost-effectively enables internal communications among dispersed teams, so that sales and marketing staff can work together at every level—from research and planning to content development and account management. They can also tap the resources and expertise of line-of-business employees, to ensure marketing efforts map to broader business goals and product capabilities.

For more on how web conferencing can positively impact your marketing efforts, and your company’s bottom line, please join me for the webinar “Generate More Qualified Leads with Webinars” on the topic on April 27 at 2pm ET.

Frost and Sullivan Analyst Melanie TurekMelanie is a renowned expert in unified communications, collaboration, social networking and content-management technologies in the enterprise. For 15 years, Ms. Turek has worked closely with hundreds of vendors and senior IT executives across a range of industries to track and capture the changes and growth in the fast-moving unified communications market. Melanie writes often on the business value and cultural challenges surrounding real-time communications, collaboration and Voice over IP, and she speaks frequently at leading customer and industry events.

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NEW Feature: ReadyTalk Active Speaker

March 15th, 2011 by Paul Carollo

Be Seen and Heard

ReadyTalk recently released an enhancement to it’s web based audio controls. Now for meetings of any size Chairpersons and Co-Presenters will have a visual queue for any audience member who is speaking. This feature brings more visibility into the audience of your web and audio, or audio only conferences.

With Active Speaker you can:

  • See who’s audio line is making background noise and mute it
  • Find out who’s hold music is playing for the whole call to hear
  • Have more effective collaborative audio conferences
  • Gain visibility into who’s asking questions during your conferences

Who is it for?

Active Speaker is especially useful for those collaborative meetings you may be having with your team members. Active Speaker, coupled with Name and Number matching through the phonebook, creates a very efficient collaborative meeting. Set up name and number matching by clicking the phonebook icon in your audio conference controls (pictured below). Once open add the names and numbers of the colleagues you frequently  meet with. The next time they dial-in to your ReadyTalk conference their name will automatically be entered into the audio participant list. Now when you start your meeting your colleagues names will automatically show up and you will be able to see who is speaking from the start of your call without having to set anything up. Now anytime someone speaks up on your collaborative call you will know exactly who is speaking making note-taking, follow-up, and roll call much easier.





Paul was formerly an Account Executive at ReadyTalk gaining valuable experience with competitors and the state of the web and audio conferencing industry. Currently in his role as Product Marketing Manager, he is in charge of the competitive landscape, on-demand audio products, and the web meeting interface. Paul loves the outdoors, his pup Huck, his wife Jess, and getting to the ski slopes as much as possible.

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NEW: ReadyTalk Administration Center

March 8th, 2011 by Paul Carollo

Manage your ReadyTalk Account with Confidence

Today marks the arrival of the ReadyTalk Administration Center, which will enable you to manage your ReadyTalk audio and web conferencing account with greater control. No longer will you have to send new user and access code requests through our support and account management team (unless you want to). The ReadyTalk Administration Center will give you the ability to:

  • Add new users and access codes to your ReadyTalk account
  • Create additional access codes for existing users
  • Download detailed user information in .csv format
  • Chat live with a ReadyTalk Representative

The ReadyTalk Administration Center saves you time and hassle and gives you the tools you need to control your account with confidence. To access to the ReadyTalk Administration Center for your Account call your ReadyTalk Account Manager at 800.843.9166.

Paul was formerly an Account Executive at ReadyTalk gaining valuable experience with competitors and the state of the web and audio conferencing industry. Currently in his role as Product Marketing Manager, he is in charge of the competitive landscape, on-demand audio products, and the web meeting interface. Paul loves the outdoors, his pup Huck, his wife Jess, and getting to the ski slopes as much as possible.

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ReadyTalk Targets Government Agencies with Conferencing that’s Easy to Use and Now Easier to Buy

February 16th, 2011 by admin

Post by John Andrews, director of government business development for ReadyTalk

The Small Business Administration (SBA) has used ReadyTalk’s easy to use conferencing solutions to help small businesses for years. And now, ReadyTalk’s Government Services Administration (GSA) contract is making it easier for other Federal, state and local organization to acquire and use ReadyTalk’s services.

At a time when governments are supporting new Telework mandates and trying to achieve sustainability goals, while cutting budgets, conferencing and collaboration solutions are cost-effective alternatives for managing and connecting people. Webcasts and webinars are indispensible tools for training and educating people who are geographically dispersed.

With more and more people being exposed to audio and web conferencing every day, it is key that the technology is it is easy to learn and easy to use. How many conference calls have you attended that started late, waiting while everyone was trying to get connected? And it has to be reliable. Ever been on a webcast where you couldn’t hear or understand the audio?

Nearly nine of 10 ReadyTalk customers surveyed stated they would recommend ReadyTalk services and the top reasons given were ease of use and reliability. Now ReadyTalk is trying to make it easier for Federal, state and local governments to acquire ReadyTalk’s services through our GSA schedule (GSA contract number GS-35F-0084X). A GSA contract streamlines the purchasing process and reduces government acquisition costs. A GSA contract also ensures the vendor’s business has met stringent requirements and that the pre-negotiated pricing is very competitive. It’s a good deal for the government.

While our service is easy to use so that new government employees can quickly utilize our service, our products are robust enough and comprehensive enough to meet the needs of rocket scientists. We just don’t think you should have to be a rocket scientist to buy our services.

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Telework brings work/life balance among other benefits

February 15th, 2011 by Teresa Lawlor

The marketing department at ReadyTalk is participating in Telework week to promote ReadyTalk’s entrée into the Federal Government. Today is my scheduled day to telework. Coincidentally, I also got a last minute opportunity to stay up in our condo at Winter Park, CO and spend some time with my family. Turns out I can do both.

For those of you unfamiliar with the concept of teleworking, it is the act of working from home or from an alternative work place – really from anywhere. Today’s technology enables this possibility. With smart phones, corporate VPNs, web mail, instant messaging – and, ahem, audio and web conferencing – workers can be more productive, efficient, green – and get a little more time in with the family.

This morning I’ll be working from the condo. This afternoon I’ll step outside into the beautiful Colorado sunshine and enjoy my first ski day in seven years with my twin 6-year-old boys (who said they will go easy on me). Work/life balance at its very best.

ReadyTalk will be doing more in the next few months to support our efforts in the government market. Watch our webinar series for presentations on how to work with the government and more on telework practices. We’ll be attending Telework Town Hall and the GSA Expo in DC in April and May.

To learn more about how ReadyTalk’s technology enables teleworking for the Federal government and other companies visit www.readytalk.com/gov. ReadyTalk services are available through our GSA contract number GS-35F-0084X. Our services are also available on GSA Advantage! For more information, visit the GSA Advantage! site or contact our Government Sales team.

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Corporate Training: Now, More than Ever

February 10th, 2011 by admin

Corporate Training: Now, More than Ever
By Melanie Turek, Industry Director, Frost & Sullivan

When I ask C-level executives about their biggest concerns when it comes to deploying new technology, one topic always tops the list: training. That’s a bit of a head scratcher, really. Training is, after all, something completely under a manager’s control. But in fact, with the increasingly virtual nature of the workplace, it’s harder than ever to make sure employees get the training they need—whether it’s related to technology itself, or broader business processes and corporate policies and regulations.

Organizations today are managing a growing number of remote workers, partners, suppliers and customers—all in the face of increased competition, pressure to keep costs down, and rapidly changing markets. These companies know they must continually train their employees and constituents, as quickly as possible, to ensure that they are up to speed on the latest company and product information; in-house technology; and business processes. But even as corporate training is becoming more important, it’s also more difficult, with trainers and their students spread out across vast geographic regions and time zones, and even across cultures.

Good corporate training must address several key issues:

Corporate training should be available to employees on-demand.

  • On-demand, rather than scheduled, training. It’s no longer enough to plan a series of training sessions and expect employees to “show up” at the given time. With people working in different time zones, from various locations, and juggling multiple job roles, they can’t be expected to prioritize training ahead of business-critical projects or their own work schedules.
  • Insightful, relevant content that engages attendees while ensuring their training needs are met. It’s critical to be able to cut through the multi-media clutter, while making sure that the information imparted is understood and retained. And as with all learning, corporate training greatly benefits from participant collaboration. Video, too, can add value to the experience and make it more interactive.
  • Ongoing learning as needed. It’s important that corporate trainers be able to offer refresher courses and follow-up classes on an as-need basis, to ensure employees remain up to date on the latest information, and that they can refresh their memories on certain elements of a program or process days, weeks or even months after the initial training took place.
  • Keeping costs and travel in check, while reaching more people more often. This is the age of innovation, in which employees must work with colleagues, partners and customers to develop content and ideas quickly and decisively. Training is critical to prepare all employees for this new way of working. But as more of those employees are located in remote locations and home-based offices, reaching them with training becomes more difficult and costly. Managers need solutions that can extend across the boundaries in the most cost-effective manner.

The good news is, web conferencing can help corporate trainers meet all these needs—easily, and cost effectively—and sometimes better than real-world events. For information on how companies are delivering effective online training through web conferencing, join Melanie for “Effective Online Training: Tips from the Experts,” a free webinar on Wednesday, February 23 at 2 p.m. EST.

Frost and Sullivan Analyst Melanie TurekMelanie is a renowned expert in unified communications, collaboration, social networking and content-management technologies in the enterprise. For 15 years, Ms. Turek has worked closely with hundreds of vendors and senior IT executives across a range of industries to track and capture the changes and growth in the fast-moving unified communications market. Melanie writes often on the business value and cultural challenges surrounding real-time communications, collaboration and Voice over IP, and she speaks frequently at leading customer and industry events.

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Guest Post: With Free Apps, You Get What You Pay For

January 26th, 2011 by Bo Bandy

By Melanie Turek, Industry Director, Frost & Sullivan

One of the biggest topics of discussion in IT circles these days is the so-called “consumerization” of IT. The idea is that unlike in the past, when most people were introduced to new technology at work and then adopted it at home as prices allowed, these days, employees are just as likely to first adopt new technology at home, then bring it into work as needs demand.

We are seeing this trend around devices, such as mobile phones and tablets, that employees buy on their own but use for business purposes; and around applications and services, such as Skype and free conferencing services, which employees use as “work-arounds” to get the capabilities they want, and/or to save the company money on communications and collaboration. So, for instance, while it is not unusual to see employees taking work calls on their personal mobile phones, it is also common for employees to place International calls via Skype, or to host conferences on a free service in an effort to better enable collaboration if their company doesn’t provide it (or if it does, but per-minute costs are closely tracked and charged back to the user’s line of business).

This poses a challenge to IT managers: They can either encourage employees to use such free or personal technology, and hope it all works out OK for the organization; or they can pay for similar services to be available to their employees as needed. While the first option might be appealing, especially in difficult economic times, the old adage is often true: you get what you pay for, and with free applications, the risks are clear. Here are a few of them:

  • Security and control: Free applications and services rarely meet the security requirements of most businesses, and they do not include the kind of control mechanisms most IT departments and line of business managers demand. Typically, when consumer services do include such capabilities it’s as part of a “prosumer” offering that costs money—and so, the application or service is no longer free, and has the additional downside of coming from a consumer background, rather than one built specifically for business use.
  • Features and capabilities: When it comes to communications and collaboration applications, most consumers aren’t very picky about the capabilities they need. But professional users need professional-grade tools. With conferencing applications, for instance, companies should look for advanced registration capabilities; archiving, editing and recording features; and interactive tools that let you load presentations, take polls and answer questions on the fly, or break out into small-group sessions as needed. Furthermore, it’s important that your conferencing application look professional to customers and business partners.
  • Reliability and support: Free services are fine for personal needs—if a call or conference is dropped while you’re talking to your friends and family, you can simply try again. But customer-facing applications require bullet-proof reliability and support; they must work perfectly every time, or users risk not just embarrassment, but also lost business opportunities. Consumer services don’t offer the reliable performance and 24-by-7 support businesses need to maintain a professional image and keep operations running smoothly.

Frost and Sullivan Analyst Melanie TurekMelanie is a renowned expert in unified communications, collaboration, social networking and content-management technologies in the enterprise. For 15 years, Ms. Turek has worked closely with hundreds of vendors and senior IT executives across a range of industries to track and capture the changes and growth in the fast-moving unified communications market. Melanie writes often on the business value and cultural challenges surrounding real-time communications, collaboration and Voice over IP, and she speaks frequently at leading customer and industry events.

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I get by with a little help from my Co-Presenter…

December 22nd, 2010 by Paul Carollo

Have you taken advantage of ReadyTalk’s Co-Presenter feature yet? If not you are missing out on one of the most effective ways to manage your webinars. Co-Presenters can be promoted from within the ReadyTalk meeting after joining as a participant. Once promoted to Co-Presenter they are given nearly the same privileges as the Chairperson. They can help manage the chat feature, mute and unmute participants, push polls, present slides, and share their desktop or applications.

How do I?

Simply invite your Co-Presenter to the conference as you would invite any participant. Once they join the conference as a participant, follow these instructions:

  1. Find their name in the web participant list
  2. Right click on their name
  3. Click the “Promote to Co-Presenter” button

That’s it, they will get a notice on their screen that they are being promoted to a Co-Presenter and a moderator will load that looks very similar to yours as the chairperson.  If you accidentally promoted the wrong participant or you no longer need that participant as a Co-Presenter you can just follow the same steps except this time you will click “Demote to Participant”. Using this feature will give your conferences a professional look and feel with no added cost. Check out ReadyTalk’s Resource Center for more information on Co-Presenters and all kinds of other interesting features.

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The When and Where of Webinars: Planning and Promoting

December 13th, 2010 by Simone Verhulst

The ReadyTalk Webinar Series has been around for nearly six years – six! Our growth continues each year with the help of a few things:

  1. Great content and expertise provided by our speakers.
  2. Word of Mouth – you (our audience) gaining new and actionable insight from our webinars and spreading the word to colleagues and friends.
  3. Social Media networks – we’re persistently tweeting, posting, and linking to groups with the same interests – the gift that keeps on giving!
  4. Continually adding our events to new forums and calendars with targeted audiences (and knowing when to do so).
The last one, specifically, is what I’d like to touch on. If you are a webinar host or planner you know that the promotional aspect can make or break your event. So what are some best practices regarding timelines (refresher from previous post) and places to make your webinar visible? I’ve included a quick breakdown of each below:

Timeline – For a detailed rundown check out our Sample Timeline Whitepaper.

6 to 8 weeks prior –
•    Webinar title and description
•    Photo and bios from speaker(s)

4 to 6 weeks prior –
•    Invitations
•    Marketing Campaigns

3 weeks prior –
•    Review Conferencing Technology with your speakers

1 to 2 weeks prior –
•    Finalize Powerpoint Slides

3 to 5 days prior –
•    Speaker Dry-run

Day of Webinar –
•    Live event preliminary action items

Within 3 days of event –
•    Post-event activities

Places to Post – here are a few of places I’ve used to post our Webinar Series events:

http://www.eventspan.com/ - Marketers can syndicate web event listings and site users can search for webcasts and webinars by category or speaker. Presenters, industry professionals, and organizations can create profile pages to network and connect.

http://webinarlistings.com/
– This website is a central source for thousands of upcoming webinars, from business to health, from the U.S. to Europe. They list live webinars and recorded (on-demand) events, as well. Search and be searched for.
http://www.webinarbase.com/ - You can think of WebinarBase as a classifieds web site for webinars, webcasts, web conferences and any type of online events. You can list your webinars, browse through articles on how to promote or market your webinars, determine how to price your online events, or simply gain more leads. There are also some advertising options on this site.
Facebook Events Tab – Take advantage of this feature on your fan page to post your upcoming webinars and send out invites to all followers or a specific target audience. Share links, photos, and videos and update your fans as the event date approaches.

To make your webinar a success, you must plan for it and promote just as you would an in-person event. Identify the prospective participants who make the most sense to target, then send invitations that will appeal specifically to them or post the event in forums where you know that type of audience is abundant. This allows you to take full advantage of the meeting itself, as well as leverage web conferencing technology to deliver certain benefits an in-person event can’t match.
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Seven Reasons to Look Forward to Salesforce’s Dreamforce

December 3rd, 2010 by Susan Gingrich

Next week marks the annual Salesforce.com user conference in San Francisco. As a long time CRM administrator, I always look forward to attending this event, in fact, this year will be my 7th trip to Dreamforce. In honor of that I’m listing the top 7 reasons why I love going to Dreamforce…

    #7 The schwag – Not only have I accumulated some really nice Salesforce schwag over the years, but the partner expo is loaded with fun chotchkies. I’ve stuffed my suitcase with computer bags to water bottles, tee shirts, yoga mats, Crocs, movie tickets, Starbucks cards, USB drives, flashlights, key chains and more pens and highlighters than I’ll ever need. Yes, I still talk to vendors if I’m interested in their product offering (and there are hundreds of great partners at the expo), but good schwag makes any tradeshow more fun.

    #6 Networking – Dreamforce is where I can really let my inner Salesforce geek shine. I have made some great contacts at Dreamforce and look forward to catching up with them every year at the conference. While affectionately teased as a “Salesforce guru” here at ReadyTalk , attending Dreamforce is my annual affirmation that there are over 15,000 Salesforce disciples out there just like me.

    #5 The music – Salesforce knows how to throw a party. And, the opening night gala seems to get bigger and better ever year. It’s not easy to pull off a rock concert in a convention hall with a bunch of Salesforce admins and developers, but they’ve managed to do it with style. This year’s act is Stevie Wonder yes, the STEVIE WONDER. I’ll see you on the dance floor!

    #4 The keynotes – I am always impressed by the caliber of the keynote speakers at Dreamforce. Over the years, I have been lucky enough to watch speeches from the venerable Colin Powell, Neil Young, Michael Dell and, the Jedi-Master himself—George Lucas. This year is no exception, we’ll be hearing from former president Bill Clinton.

    #3 The food – Salesforce does its best to keep us all fat and happy. The conference lunches are far superior to your typical cafeteria meals; and drinks and snacks seem to be around every corner at the breakout sessions. Add to that the posh customer/partner dinners and receptions held each night throughout the conference, and the always-stellar San Francisco dining scene. My advice to newcomers is to pack forgiving clothing, stay at a hotel with a decent gym, and indulge!

    #2 The breakout sessions – For me, the breakouts are the raison d’être for attending Dreamforce. I always walk away from these sessions with new tools and insights, and ways to improve our ever-evolving CRM arsenal. This is where you really get to see how other companies are leveraging cloud computing, learn best practices, checkout the product roadmap, and start to think outside the box. After several years in the same field, I love the fact that there is always something new to learn at Dreamforce.

    #1 ReadyTalk at the expo! – That’s right! ReadyTalk is heading for the AppExchange. We’ve developed an application that integrates Salesforce Leads and Contacts with our Conference Center. Stop by our booth at the expo (#513) and see a demo of our awesome new app for managing our webinars right within your Salesforce instance. No downloads, no spreadsheets, just clicks. And, be sure to pick up some of our cool ReadyTalk schwag while you’re there!

ReadyTalk is also hosting the Cloud Connection Party with Astadia. Want to join us for the rockin’ party? Get an invite.

Susan is ReadyTalk’s CRM administrator. She loves dreaming about food, traveling the world and new ways to customize Salesforce.com. She lives in Boulder with her husband, Todd. They are excitedly awaiting the arrival of their baby boy in February.

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