how 3 brands used webinars to drive new business by @webinarready for @connectmembers
DESCRIPTION
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 2 emerging and 1 global brand used webinars to reach new customers. We'll highlight each company's goals, target audience, metrics, and great commercial results, and you'll see how webinars result in the gift that keeps on giving. You will hear how: - A training company used a webinar to find and close a $1 million deal - A new thought leadership category emerged for a technology company - A web based analytics firm generated 774 on demand viewings This webinar will be presented by Mike Agron of WebAttract. Follow Mike on Twitter at @WebinarReady and on the LinkedIn WebAttract Thought Leadership Webinars & Webcasts Group.TRANSCRIPT
COPYRIGHT 2013 WEBATTRACT
Case Studies: How 3 Brands Used Webinars to Drive New Business
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
@WebinarReady
Send your questions 3 ways:
Tweet: @connectmembers
Via The Corner! Bit.ly/CornerEvents
Or in the Question’s box on your screen
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What We’re Going to Cover
Brand Profile
Challenges Objectives
Business Outcomes
Role of Metrics
Success Factors
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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
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Then - Reaching B2B Buyers
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Today - Reaching B2B Buyers is Done Online
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Content Marketing Makes Buyers More Intelligent
Informational vs. Sales Pitch
Case Study Product Centric
Best Practices – Lessons Learned Features - Benefits
Business Value, Metrics, ROI Pricing
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2013 B2B Content Marketing Budgets & Trends
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Think of a Radio Show With Pictures
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It’s a Mini Theatrical Event From Let’s Go to Go Live!
Budget 6-8 Weeks
ACT I Setting the Stage
ACT IV Sound Checks
Go Live!
ACT III Content - Practice
ACT II Recruit Audience
ACT V Post Webinar
©2012, WebAttract LLC
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The WebinarReady Life Cycle
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Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data Interests
Social Media DURING WEBINAR
Online polls Live Questions Social Media
Surveys AFTER EVENT
Surveys On-Demand Views
Social Media Lead Nurturing
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It’s an Ongoing Balancing Act
Logistics Business Drivers Human Factors Technology
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Co
mm
erc
ial O
utc
om
es
Value to Your Audience
High Value – High Impact
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Webinar Demand Generation Challenges
Attract
Engage Convert
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Poll #1
Which of the following are your biggest webinar challenges?
(Please select one)
Attracting the right audience and more of them
Engaging your audience
Converting them from a prospect into a customer
Other
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How a training company used a webinar to find and close a MILLION dollar deal
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Challenges
Go beyond traditional channels
Repurpose 30 years of content
Needed fresh new prospects
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Objectives
Reinforce HJF thought leadership
Promote brand to a broader base
1:1 conversations with decision makers
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Webinars Are Magnets for Attracting Prospects That Are Ripe To Become Your Customers
Disruption – Pain Points Better Outcomes
Actively Looking for a Solution
OR
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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, 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 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
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A Time for Story Telling
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Business Outcomes
• Closed a Million Dollar sale
• Achieved 3 key objectives
• Started Webinar Wednesdays
• Offering a suite of eLearning modules
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What Does It Measure? What Does It Predict?
Percent of People
People who Register
Click to Registration Page
Registration - Attendance
Registration landing page
Message and value prop
The #1 Predictable Metric Click Thru Ratio (CTR)
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Metrics
Key Metrics Results
Registered 501 = 39% CTR
Attended 270 = 54% AR
Satisfaction – Response Rate 91% - 31%
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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
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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 VoIP
For 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
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Challenges
Target Multiple Decision Makers
Low awareness of category & brand
Tight economy impacting budgets
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Objectives
Explain technology beyond sound bites
Elegantly introduce brand without selling
Test efficiency of a webinar
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47%
22%
18%
13%
Which type of business best describes your community?
Assisted Living
Community
Other
CCRC
Senior Retirement
Community
Metrics - Validating Audience Profile
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Message Shaping Ideas
During registration “always” ask “What would you like to learn”?
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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
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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!
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How a web based analytics firm generated 774 on demand viewings
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NOTE: For Internal Use Only The Audience Won’t
See This. Last Updated 10.14.10 mha
Welcome to
Designing and Verifying Safety
Instrumented Systems
Moderator: Mike Agron, Executive Webinar Producer
Wednesday 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 VoIP
For 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 +1 323 417 460
Webinar ID 310885130
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Challenges
Rise above noise to create visiblity
Reach a niche target
Feed the demand gen funnel
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Objectives
Show thought leadership
Achieve 500 registrants
Intro audience to online reference tools
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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.
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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
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ANYBODY CAN DO A MEDIOCRE WEBINAR
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Co
mm
erc
ial O
utc
om
es
Value to Your Audience
High Value – High Impact
COPYRIGHT 2013 WEBATTRACT
Webinar Demand Generation Challenges
Attract
Engage Convert
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The WebinarReady Life Cycle
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Methodology
Best Practices
Metrics
The Case for Getting WebinarReady
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To Continue the Conversation
WebAttract Thought Leadership Webinars and Webcasts
www.webattract.com [email protected] or @WebinarReady
+1.916.804.4703 Best Practice Videos - Case Studies – Blog - eBooks
Customer & Thought Leadership Webinars
September 9-11, 2013 Cleveland, Ohio
Lunch n’ Learn Series – Wed. Sept. 11 “How to Develop a Webinar Series that Works”
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Poll #2
To learn more and continue the conversation (Please select all that apply)
Send me my complimentary download of WebinarReady™ - How to Host Successful Webinars
I’d like to arrange a complimentary follow on meeting with WebAttract
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Your Turn – Questions & Answers
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Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC