© 2015 WEBATTRACT
5 Prescriptions for Attracting and Engaging Your Audience
Mike AgronCo-Founder
Executive Webinar ProducerWebAttract, LLC
[email protected] @WebinarReady
© 2015 WEBATTRACT
A time for telling a story with real business outcomes
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Theatrical - Think of a radio show with pictures
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Generate Leads by Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers
Attract Engage Convert
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1. Pick a winning topic that connects
2. Using KPIs to validate if you’re on track or, if you’re not
3. Motivate fence sitters to register
4. Make your speakers shine with table reads & dress rehearsals
5. Use lifecycle intelligence for post webinar follow up
Webinar Producers & Demand Gen Professionals
Mike Agron
What we’re talking about today
© 2015 WEBATTRACT
Recommended Complimentary Content
Content Marketing InstituteAdobe Connect
Research Studies The Art of Producing Webinars That Work
WebAttract
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Poll #1
How many webinar invitations do you receive a week?(Please select one)
▪None▪ I receive 1-3 email invites a week▪ I receive 4-5 or more email invites a week▪ I’ve lost count
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Can you relate?
Setting the Stage
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An Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology
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ACT ISetting the Stage
Planning
ACT IVFinal Sound Check
Go Live!
ACT IIIContent Shaping
Table Reads
ACT IIAttract Audience
Track Metrics
ACT VPost Webinar
Convert
It’s a Five Act Play
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Managing The Webinar Life Cycle
Weeks 1-8
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The Production Script and Framework
Deadline Driven Methodology
Best PracticesWebinar Lifecycle
Metrics Analytics
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Prescription #1: Pick a Winning Topic that Connects
Webinar Producers & Demand Gen Professionals
Mike Agron
© 2015 WEBATTRACT
Better OutcomesPain Points - Questions
Actively Looking for a Solution
OR
Your Attendees are on a Journey Time to Sell is After the Webinar
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People buy when they are in pain(and have money to solve it)
Hint: Is your topic & content a “must have” or a “nice to have”
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Disruptive Markets and Industry Shifts Provide
Story Telling Beyond Sound BitesHighlight Innovative SolutionsPromote Thought Leadership
Confusion + Change = Opportunity
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Popular B2B Webinar Themes That Attract and Engage
Case Study Tutorial Standards & Compliance
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Brand High Performing B2B Webinar Topics Theme
Win and Keep Customers With Facebook: Tips for Local Business Tutorial
Designing and Verifying Safety Instrumented Systems Standards
How Active Rehab Protocols Reduce Post – Operative Recovery Time
Tutorial Standards
Culture Shock: Shake-Up Your Company, Your Store, Your People and Sales Increases Will Follow Tutorial
Smarter Streets: Case Studies for Cities and Utilities – Learn How the City of Baltimore and Washington Gas Reduced Costs
Case Study
Case Study: How Merck is Using Virtual Team Building to Increase Performance
Case Study
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No Shortage of Great B2B Content Sources
GREAT CONTENT!
Case Studies
Industry Analysts
Clients Partners
Publishers Editors Authors
White Papers
Educates and makes buyers more intelligent with the objective of driving profitable customer action
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Prescription #2: Using KPIs to validate
if you’re on track, or if you’re not
Webinar Producers & Demand Gen Professionals
Mike Agron
© 2015 WEBATTRACT
Tracking metrics before, during and after provides actionable insights for producing predictable outcomes
© 2015 WEBATTRACT
Target Benchmarks
Going beyond your house list
Execute 3 weeks before go live with a measured rhythm of 4-5 spaced Drips
50,000 ContactsMatch WebinarValue Proposition
Register
¼ - ½ of 1%125 – 250+
Attendance40%
Registration
50 – 100+
Use back of the envelope projections to determinelikely registration and attendance outcomes
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The Six Key Email Webinar Invitation Metrics
Sent Opened
Bounced Clicked
DeliveredOpted Out
SPAM
©2012, WebAttract LLC
© 2015 WEBATTRACT
The Six Key Performance Webinar Metrics
Click Thru Ratio or CTR
Attendee Ratio or AR
Online Polls Exit Surveys
Audience Retention
On Demand Viewings
©2012, WebAttract LLC
© 2015 WEBATTRACT
What Does It Measure? What Does It Predict?
Percent of PeoplePeople who Register
Click to Registration Page
Registration - AttendanceRegistration landing pageMessage and value prop
Click Thru Ratio (CTR) Is The Gold Standard
< 20 % 25 % +/- 35 % +
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When a Campaign Isn’t PerformingHow to Save it From Flat Lining
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Initial Email Campaign Metrics Looked Promising...
Touchpoint Delivered Opens Opens % Unsubscribe Unsubscribe %
TP#1 79,595 8,790 11.04% 626 0.79%
TP#2 93,579 5,283 5.65% 368 0.39%
173,174 14,073 8.13% 994 0.57%
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After 2 Weeks We Only Had 32 People Register for a CTR of 2%
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1 Reviewed all messaging
2 Landing page sounded like an overt sales pitch
3 Regrouped and started all over
4 Recruited editor of Composites World
5 Relaunched with new messaging & subject lines
Diagnosis
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Webinar Registration Outcomes
• Registered 638 (Same List)
• Reached 69 Countries
• Improved CTR 11x’s to 22%
• Attended: 124 – 35%
• Attendee Satisfaction – 96%
© 2015 WEBATTRACT
Prescription #3: Motivate Fence Sitters to Register
Webinar Producers & Demand Gen Professionals
Mike Agron
© 2015 WEBATTRACT
© 2015 WEBATTRACT
This email was sent to [email protected] by Mike Agron of WebAttract Informational Webinars.
How 2 Emerging and 2 Global Brands Transformed their Webinars to Drive New Business
Hello Mike,
We are reaching out to let you know there is still time to register for this timely webinar on Thursday, so please be sure to reserve your space today.
Are you delivering webinars that engage with prospects and meet or exceed your lead generation objectives? If you’re looking for a new take to attract prospective buyers, you’ll want to attend this complimentary webinar , and learn how two emerging and two global companies used webinars to reach new customers.
Who Should Attend? Marketing and sales professionals responsible for demand generation, raising brand awareness and thought leadership, and anyone looking for innovative ways to improve commercial outcomes and delight audiences.
Register Today: https://www.webattract.newwebinar.com
Hosted by: WebAttract Informational Webinars
Subject: [Webinar] Mike, we notice you didn't complete your registration to learn how 2 emerging and 2 global brands transformed their webinars to drive new business
© 2015 WEBATTRACT
• High open rate 30% - 50%
• Counter intuitive, opt-outs decrease across campaign
• Add net new registrations
• Risk is higher for unsubscribe rate to increase between 1%- 2%
• If your overall unsubscribe rate is lower than 1%, then GO FOR IT!
Typical Results for Open Only Touchpoints
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Prescription #4: Make your speakers shine with table reads & dress rehearsals
Webinar Producers & Demand Gen Professionals
Mike Agron
ARE YOU PREPARED? SECURING YOUR PHARMA SUPPLY CHAIN Transforming the LSH Business Paradigm through Serialization
Global LSH Supply Chain Webinar by Patrick O’Connor and Lisa Harrington
October 2, 2014 – 12pm EST (U.S. time)
Patrick O’ConnorPartnerKent and O’Connor, Incorporated
THE EXPERTS
Lisa HarringtonPresident, Lharrington Group LLCStrategic Consultant
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An Important Registration Landing Page Question:“What Do You Want to Learn?”
The invitation is the promise of what will be delivered - it's your contract with the audience
Uncover fresh ideas that are timely and relevant for engaging with your audience
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What would you like to learn from this webinar? Job Titletrends Senior Directorupdate VP Internal AuditOverview Hospital Claims Repcurrent trends Exec Direc Clin OpsAdditional information Operations ManagerGeneral Information Chief Administrative OfficerBest Practices Principal GSDUpdated requirements Sr. Manager LSP Ops
FDA In general exporting into USA,FDA Requirements Customs
hear about industry best practices Director, Warehousing and DistributionFuture of Industry Strategic SourcingTrends/Strategies Sourcing Manager
How U.S. trends impact regulations and product integrity issues Principal ConsultantSerialization Director Supply Chain Specialist Quality Specialist purchasing analyst
How to implement serialization within an organization to address current and prepare for future requirements IT Managertrends in the supply chain Research
How US regs influence other market regulations Directornew info Accounting
Learn more about the drug supply chain security act Director of Operations
Drug Supply Chain Security Act: What is it?
• Signed into law November 27, 2013 (Public Law No: 113-54)• Establishes national system for tracing pharmaceutical products
• Immediately preempts all state laws, regulations and requirements for tracing products through the supply chain
• Applies to prescription drugs in finished dosage form for human use
• Sets national licensing standards for wholesale distributors and third-party logistics providers
How US Trends Impact Regulations and Product Integrity Issues in Other Countries
A GLOBAL PROBLEM: COUNTERFEITING, ADULTERATION, TAMPERING, DIVERSION
• Counterfeit prescription drugs: exploding industry, with an estimated market worth $75 billion a year worldwide
o Example: June 2012, Angola
o Counterfeit drug incidents around the world have caused an estimated 700,000 deaths
© 2015 WEBATTRACT
Prescription #5: Use life cycle intelligence
for post webinar follow up
Webinar Producers & Demand Gen Professionals
Mike Agron
© 2015 WEBATTRACT
Now the Real Work BeginsSales Ready – Nurture – Not a Fit
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© 2015 WEBATTRACT
Executive Summary KPIs & Analytics
COPYRIGHT 2014 WEBATTRACT
47%
24%
24%
5%
Having attended today's Webinar, your plans to purchase or acquire products or services (26% Response):
Increased
Was just researching, but now intend to acquire
Was just researching and now see no need
Decreased
Did the Webinar Move Intent to Purchase?
Mid
Poi
nt
COPYRIGHT 2014 WEBATTRACT
Snapshot of Attendee InsightsYour
InterestsPlans to
purchase this year?
What would
you like to learn?
Rate 1-5
What could be
improved ?
What did you like ?
Other webinar topics?
Poll #1 Poll #2 Question asked by attendee
MEMS IMU
Not sure researching
General Info
5 More technical content
The Ask the Experts Panel
Case Studies on hardware specific
apps
Integration Kalmar Filter
inertial sensor errors
When discussing
multi-Sensor
fusion...
MEMS IMU
Yes Practical app of
MEMS IMU GNSS
5 Good overview not too
technical Well
organized
Any GPS signal related topics
Define Models for
inertial sensor errors
Is the INS always a
core sensor?
Helps optimize outcomes as well as enable warm sales or nurturing follow up
© 2015 WEBATTRACT
How Webinars Impact Your Demand Gen Goals
Net new deals
Converts prospects into customers
Enables up-sell & cross-sell to existing base
Increases sales pipeline
Puts you on the map as a viable player
Reaches new markets & geographies
© 2015 WEBATTRACT
My Call to Action for Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers
Attract Engage Convert
© 2015 WEBATTRACT
Identify market trends, disruptions, challenges – educate on the opportunities
Create “must have” topics that explain how to overcome pain points
Chose content with demonstrable outcomes you can tell a story around
Ideas to Get Started
© 2015 WEBATTRACT
Recruit knowledgeable & passionate 3rd party speakers
Use KPIs before, during & after to measure and predict outcomes
Develop a project plan – “If you fail to plan, you plan to fail”
More Ideas to Get Started
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To Continue the Conversation…
Best Practice Videos – Case Studies – Blog – Complimentary eBookswww.webattract.com or [email protected]
LinkedIn WebAttract Thought Leadership Webinars and Webcasts
@WebinarReady
Search ‘WebAttract’
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Coming Soon! Online Training and Certification:“How to Produce Demand
Generation Webinars”
WebinarReady™
Master Webinar Producer
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Your Turn…Questions and Answers
Mike AgronWebAttract
Joe PulizziCMI
