webinars: how 3 brands used webinars to drive new business - mike agron

COPYRIGHT 2013 WEBATTRACT

How 3 Brands Used Webinars to Drive New Business

Mike AgronCo-Founder & Author

WebAttract, [email protected]

@WebinarReady

mailto:[email protected]


What We’re Going to Cover

Brand Profile Challenges Objectives

Business Outcomes

Role of Metrics

Success Factors


What We Want You To Walk Away With

• Webinar effectiveness on business impact

• How a proven methodology optimizes outcomes

• Role of metrics & benchmarks

• Challenge the status quo with new ideas

• Have your questions answered

• Resources to get started


Then - Reaching B2B Buyers


70%Today - Reaching B2B Buyers is Done Online


Content Marketing Makes Buyers More Intelligent

Informational vs. Sales PitchCase Study Product Centric

Best Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing


2013 B2B Content Marketing Budgets & Trends


Think of a Radio Show With Pictures


It’s a Mini Theatrical Event From Let’s Go to Go Live!

Budget 6-8 Weeks

ACT ISetting the Stage

ACT IVSound Checks

Go Live!

ACT IIIContent - Practice

ACT IIRecruit Audience

ACT VPost Webinar

©2012, WebAttract LLC


The WebinarReady Life Cycle


Gather Life Cycle Intelligence

BEFORE EVENT

Gather profile dataInterests

Social Media DURING WEBINAR

Online polls Live QuestionsSocial Media

Surveys AFTER EVENT

SurveysOn-Demand Views

Social MediaLead Nurturing


It’s an Ongoing Balancing Act

LogisticsBusiness Drivers Human Factors Technology


Com

mer

cial

Out

com

es

Value to Your Audience

High Value – High Impact


Webinar Demand Generation Challenges

Attract

EngageConvert


How a training company used a webinar to find and close a MILLION dollar deal


Challenges

Go beyond traditional channels

Repurpose 30 years of content

Needed fresh new prospects


Objectives

Reinforce HJF thought leadership

Promote brand to a broader base

1:1 conversations with decision makers


Webinars Are Magnets for Attracting Prospects That Are Ripe To Become Your Customers

Disruption – Pain PointsBetter Outcomes

Actively Looking for a Solution

OR

thefriedmangroup.com

Shake Up Your Company, Your Store, Your People

And Sales Increases Will Follow

United States · Brazil · Argentina · Chile · India · New Zealand · Australia South Africa · Colombia · Central America · Mexico

Welcome To The Webinar!

Wednesday, September 22, 201011 am - noon Pacific noon - 1 pm Mountain

1 pm - 2 pm Central 2 pm - 3 pm Eastern

Audio is available via landline or VoIP

For VoIP: You will be connected to audio using your

computer’s speakers or headset.

For Landline: Select Use Audio Mode

Use Telephone after joining the Webinar.

US/Canada attendees dial 516- 453- 0014

Webinar ID: 113-306-419


A Time for Story Telling


Business Outcomes

• Closed a Million Dollar sale• Achieved 3 key objectives• Started Webinar Wednesdays• Offering a suite of eLearning modules


What Does It Measure? What Does It Predict?

Percent of People

People who RegisterClick to Registration Page

Registration - AttendanceRegistration landing pageMessage and value prop

The #1 Predictable MetricClick Thru Ratio (CTR)


Metrics

Key Metrics Results

Registered 501 = 39% CTR

Attended 270 = 54% AR

Satisfaction – Response Rate 91% - 31%


Success Factors

• Matched value prop to recruitment targets• Used daily tracking to measure progress• Informed rather than sold• Gave valuable content to get interest• Leveraged disruptive nature of retail to go

beyond the status quo• Clear call to action via tips & resources


How a well known technology company used thought leadership to

establish a new category

© 2012 Intel-GE Care Innovations LLC. All rights reserved. *All other third-party trademarks referenced herein belong to their respective owners.

Monitoring Technology Provides Vital Information to Help Boost Community Service Levels and Occupancy Rates

Tuesday, June 26, 2012

DHF-XXXX, Rev. 0.0

9 am – 10 am Pacific 10am – 11 am Mountain

1

1 am – noon Central Noon – 1 pm Eastern

Audio is available via landline Or VoIPFor VoIP: You will be connected to audio using your computer’s speakers or headset.

For Landline: Please select Use Audio Mode Use Telephone after joining the Webinar. US/Canada attendees dial +1 (832) 225-5864 Access Code 232-327-683

Need Technical Assistance?Submit a question via your “Questions” pane,

or contact GoToWebinar at: 1-800-263-6317 Select options 2,1,1


Challenges

Target Multiple Decision Makers

Low awareness of category & brand

Tight economy impacting budgets


Objectives

Explain technology beyond sound bites

Elegantly introduce brand without selling

Test efficiency of a webinar


47%

22%

18%

13%

Which type of business best describes your community?

Assisted Living Community

Other

CCRC

Senior Retirement Community

Metrics - Validating Audience Profile


Message Shaping Ideas

During registration “always” ask “What would you like to learn”?


Business Results & Outcomes

Raising Awareness

Established Thought Leadership

ROI Case Study

Increase Downloads & Web Activity

On Demand Views

New Sales Prospects

“Hot List” for AMs

Bucket #1 Engaged with Sales (15 – 20%)

Bucket #2 Nurturing Sales Funnel (80%)

Bucket #3 Non-qualified or opted out

Data Mining

Insight for Establishing New Conversations

Instant Add of High Quality Contacts

Webinar Now a Sales Tool - #3 Go Live! 6.5.13

One Deal Will More Than Pay For the Webinar Investment


Success Factors

• Featured a well known editor as a panelist• Used subject swaps to optimize registration• Balanced needs of professional caregivers vs.

business concerns• Resisted pitching product or overt sales tactics• Professional moderator drove sound checks,

dress rehearsals and go live!


How a web based analytics firm generated 774 on demand viewings


Challenges

Rise above noise to create visiblity

Reach a niche target

Feed the demand gen funnel


Objectives

Show thought leadership

Achieve 500 registrants

Intro audience to online reference tools

NOTE: For Internal Use Only The Audience Won’t See This. Last Updated 10.14.10 mhaWelcome to

Designing and Verifying Safety Instrumented Systems

Moderator: Mike Agron, Executive Webinar ProducerWednesday December 8, 2010

11 am – noon Pacific noon – 1 pm Mountain

1 pm – 2 pm Central 2 pm – 3 pm Eastern

Audio is available via landline or VoIPFor VoIP:

You will be connected to audio using your computer’s speakers or headset.For Landline:

Please select Use Audio Mode Use Telephone after joining the Webinar.

US/Canada attendees dial +1 323 417 460Webinar ID 310885130


Key Metrics

On Demand Viewings 431 viewings in first 45 days Viewing # - % Total Viewings

Total Registrations 666 (CTR = 45%)

Total Attendance 353 (51%)

Registered – Did Not Attend 90 viewings - 12%

Attended – Repeat Viewing 59 viewings - 8%

Fresh New Leads - Viral 617 viewings – 80%

Total On Demand Viewings 774 viewings = 116% Reg.


Success Factors

• Created must have vs. nice to have topic• Used subject matter experts to create story arc• Promoted thought leadership, no selling• 97% of attendees said it met or exceeded • Had a clear internal call to action to schedule

40 post webinar meetings


ANYBODY CAN DO A MEDIOCRE WEBINAR


Com

mer

cial

Out

com

es

Value to Your Audience

High Value – High Impact


Webinar Demand Generation Challenges

Attract

EngageConvert


The WebinarReady Life Cycle


MethodologyBest Practices

Metrics

The Case for Getting WebinarReady


To Continue the Conversation

WebAttract Thought Leadership Webinars and Webcasts

www.webattract.com [email protected] or @WebinarReady

+1.916.804.4703Best Practice Videos - Case Studies – Blog - eBooks

Customer & Thought Leadership Webinars

September 9-11, 2013Cleveland, Ohio

Lunch n’ Learn Series – Wed. Sept. 11“How to Develop a Webinar Series that Works”

http://www.webattract.com/



Your Turn – Questions & Answers

Mike AgronCo-Founder

Executive Webinar ProducerWebAttract, LLC

[email protected]
