using market disruptions to build your next webinar campaign

© 2014 WEBATTRACT

Mike AgronCo-Founder

Executive Webinar ProducerWebAttract, LLC

mike@webattract.com @WebinarReady

Using Market Disruptions to Build Your Next Webinar Campaign

Complimentary eBookReadyTalk – WebAttract

Managing the Webinar Life Cycle from Start to Finish

© 2014 WEBATTRACT

For Webinar and Demand Gen Professionals

1. Use market and industry disruptions to create must have vs. nice to have topics to fuel your webinar campaigns

2. Utilize existing content that amplifies your thought leadership

3. Drive fresh new sales leads, promote brand and thought leadership

© 2014 WEBATTRACT

Poll #1

What is your webinar use case? (Please check all that apply)

• Mostly sales and product demos• Customer or partner training• Demand generation webinars• We’re investigating webinars• We don’t do webinars

© 2014 WEBATTRACT

Using Industry Shifts and Market Disruptions

Setting the Stage to Optimize Outcomes

4 Case Studies – Best Practices - Metrics

Measuring Effectiveness

Your Turn – Q/A

© 2014 WEBATTRACT

Setting the Stage

© 2014 WEBATTRACT

Which of These Outcomes Are You Trying to Achieve?

Raise Awareness Promote Thought Leadership Drive Sales

© 2014 WEBATTRACT

Your Challenge?

Create an engaging event to corral & spur people to have a 1:1 conversation

& become your

customer!

© 2014 WEBATTRACT

Generate Leads by Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers

Attract Engage Convert

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The 3 Biggest Webinar Myths

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70%Reaching B2B Buyers Today is Done Online

“No Thanks, I’m Just Looking”

© 2014 WEBATTRACT

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

Better OutcomesPain Points - Questions Actively Looking for a Solution

OR

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Content vs. Traditional Marketing

Informational vs. Sales PitchCase Study Product Centric

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

Educates and makes buyers more intelligent with the objective of driving profitable customer action

© 2014 WEBATTRACT

Why You Must Embrace Disruption

Opportunity = Confusion + Change

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Disruptive Markets and Industry Shifts Provide

• Story Telling Beyond Sound Bites• Highlight Innovative Solutions• Promote Thought Leadership

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Who Is A Thought Leader? (Mitchell Levy’s Definition)

Others RECOGNIZE you as an EXPERT in your space and seek out your help

You are a KEY “GO-TO” person

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Case Study:Business Improvement

How To - Tutorial

Standards & Compliance

Popular B2B Thought Leadership Webinar Themes

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GREAT CONTENT!

Case Studies

Industry Analysts

Clients Partners

Publishers Editors Authors

White Papers

Where Do You Find Great Content?

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The 3 Biggest Webinar Myths

© 2014 WEBATTRACT

A Time for Story Telling

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Think of a Radio Show With Pictures

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Don’t Forget About Your Audience!

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The 3 Biggest Webinar Myths

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4 Case Studies

© 2014 WEBATTRACT

Case Study #1:Disruptive Industry

Shifts

Educate health-based decision makers on new reimbursement options for

telehealth services to drive product sales

© 2014 WEBATTRACT

• Roadmap for Successfully Coding Telehealth Services

• How these Codes Favorably Impact Medical Loss Ratio

• Reached a Diverse Audience of Decision Makers & Network Physicians

• Industry Expert and Internal Speaker

Advancing Remote Patient Monitoring through New Coding Options

Health Buddy Telehealth Solution

© 2014 WEBATTRACT

Webinar Outcomes

• Registered - 630• Attended – 402 – 64%• Attendee Satisfaction – 89%

The Bosch Webinar Leadership Series is Now a Cornerstone of Their Modern Content Marketing at Robert Bosch Healthcare

© 2014 WEBATTRACT

Case Study #2:Change and Confusion

Educate engineers on timely topics that support the use of analytical and search tools

© 2014 WEBATTRACT

Designing and Verifying Safety Instrumented Systems

• Safety News in the Headlines• Three Well Known Authors• Best Practices for Compliance• Empowering Design Engineers• Provided a Roadmap• Added Credibility Sponsored by

International Safety Association

© 2014 WEBATTRACT

Webinar Outcomes

• Registered - 686• Attended – 353 – 51%• Reached 47 Countries • Attendee Satisfaction – 98%• 40 Post Webinar Follow Up Sales

Meetings Scheduled Immediately

781 On Demand Viewings - 617 Were Fresh New Sales Leads 431 of the Viewings Happened Within 6 Weeks Post Webinar

© 2014 WEBATTRACT

Case Study #3Business Model

Relevance

Established SMB brand reinvents itself to engage existing base and attract new customers

COPYRIGHT 2014 WEBATTRACT

Sales Unstuck: How to Get Your Sales Growing, Fast

• SMB Thought Leader• Tutorial on Selling Strategies• Breaking the Double Helix Trap• Free Tips - Sample Email Letter• Managing Social Media• Clear Call to Action

The Double Helix Trap

Barry MoltzConsultant – Author - Entrepreneur

© 2014 WEBATTRACT

Webinar Outcomes

• Registered - 2127• Attended – 859 – 40%• Average Duration – 54 Minutes• Attendee Satisfaction – 92% • 171 Requested 1:1 Meetings

Post webinar voice prospecting follow up calls yielded sales conversations to discuss Dex One’s Social Media Reputation Management program

© 2014 WEBATTRACT

Case Study #4:Compliance,

Efficiency and Risk Mitigation

Attract and educate environmental compliance decision makers on innovative ways to remove oil and

solids from water to drive new sales for Mercer

© 2014 WEBATTRACT

• Beyond Status Quo – Trends & Opportunities• Industry Expert & Internal Speaker • Expert Case Study – TCO “Oil/Water Separation”• Compliant Best Practices to Avoid Fines & Citations• Delivered on Invitation Promises

Separating the Contenders from the Pretenders in the World of Oil/Water Separation

© 2014 WEBATTRACT

Webinar Outcomes

• Registered - 146• Attended – 72 – 49%• Attendee Satisfaction – 95%• Post Sales & Nurturing

They were selected by an attendee (unknown to them) to provide their solution for the first US nuclear facility to

be built in over 3 decades resulting in a 7 figure sale!

© 2014 WEBATTRACT

47%

24%

24%

5%

Having attended today's Webinar, your plans to purchase or acquire products or services (26% Response):

IncreasedWas just researching, but now intend to acquireWas just researching and now see no needDecreased

Did the Webinar Move Intent to Purchase?

Mid

Poi

nt

Q &

A

© 2014 WEBATTRACT

Measuring Webinar Effectiveness

# How Webinars Impact the Bottom Line

1 Net new deals

2 Converts prospects into customers

3 Enables up-sell & cross-sell to existing base

4 Increases sales pipeline

5 Puts you on the map as a viable player

6 Reaches new markets & geographies

COPYRIGHT 2014 WEBATTRACT

Methodology

Best PracticesMetrics

Getting WebinarReady

© 2014 WEBATTRACT

Using Market Disruptions to Build Your Next Webinar Campaign

Com

mer

cial

Out

com

es

Value to Your Audience

© 2014 WEBATTRACT

# Strategy1 Embrace disruption and change

2 If you fail to plan, you plan to fail

3 Breathe life and tell a great story around static content

4 Use passionate 3rd party experts aka thought leaders

5 Give to get vs. get to give

6 Have a call to action before, during and after

Today’s Key Takeaways

© 2014 WEBATTRACT

To Continue the Conversation

WebAttract Thought Leadership Webinars and Webcasts

www.webattract.com or mike@webattract.com Best Practice Videos - Case Studies – Blog - eBooks

Customer & Thought Leadership Webinars

Coming Soon – After Labor DayMaster Webinar Producer Crash Courses and Certification

6 Key Metrics That Impact Webinar Performance & more

© 2014 WEBATTRACT

Your Turn – Q/A

Mike AgronCEO and Co-Founder

WebAttract