managing the webinar life cycle from start to finish

8/3/2019 Managing the Webinar Life Cycle From Start to Finish

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WEBINAR DEMAND GENERATIONA ROADMAPFOR

MANAGINGTHE WEBINAR LIFE CYCLE

JANUARY 18, 2012

MIKE AGRON, EXECUTIVE WEBINAR [email protected], @WEBINARREADY OR 916.804.4703

WWW.WEBATTRACT.COM
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://www.webattract.com/http://www.webattract.com/http://www.webattract.com/http://www.webattract.com/http://www.webattract.com/http://www.webattract.com/http://www.webattract.com/http://www.webattract.com/http://www.webattract.com/http://www.webattract.com/mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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What Were Going To Cover

A proven repeatable methodology

Best practices for optimizing results

Key metrics for ensuring success

High Performance High Impact

Delivering predicable outcomes

Convert more prospects into customers

THE WEBINAR DEMAND GENERATION LIFECYCLE

2012, WebAttract LLC


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Webinar Demand Generation

Qualified Sales Leads

Raises Brand Awareness

Value Proposition

Thought Leadership

+ =



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Webinars Are Magnets for AttractingProspects That Are Ripe To Become YourCustomers

Their Needs are Not Being Met They are Actively Looking for a Solution

OR



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The Challenges

Attract Engage

Converse

Convert



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ITSAN ONGOING BALANCING ACT

LogisticsBusiness Drivers Human Factors Technology



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Poll #1

None

Receive 1 3 email invites a week

Receive 4- 5 or more email invites a week

HOW MANY WEBINAR INVITATIONS DO YOURECEIVE A WEEK?

(PLEASE CHOOSE ONE)



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Poll #2

None

Rarely attend or no webinars a week

Attend one or more webinars a week

HOW MANY WEBINARS DO YOUATTEND A WEEK?

(PLEASE CHOOSE ONE)



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A ROADMAPFOR MANAGINGTHE WEBINAR LIFE CYCLE

Methodology

Best Practices

Metrics



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Proof Points

Benchmark High Average

Registration 2414 449

Click Thru Ratio (CTR) 54% 35%

Attendance 1189 224

Attendance Ratio 67% 50%

Online Poll Participation 85% 71.9%

Avg. Session Duration 59 minutes 51 minutesSurvey Satisfaction

Positive

99% 90%

# On Demand Viewings 781 50

BASED ON WEBATTRACT ANALYTICS OF 100+ WEBINARS



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I. Kickoff - Planning II. Registration - Analytics

III. Content Development - CoachingIV. Go Live! - Post Webinar

1 2

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GETTING WEBINAR-READY

THE WEBINAR LIFE CYCLE HAS FOUR KEY ACTS



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OPTIMAL RESULTS ACHIEVED OVER AN 8 WEEK HORIZON

FROM LETS GOTO GOLIVE!

TipBudget at least one hour of

preproduction time for each

live webinar minute



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Best Days of the Week

10 AM PST / 1 PM EST SIXTY MINUTES OR LESS


T W T

T W T

T W T

T W T


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ACT 1 WEEKS 1 - 4

Kickoff - Planning



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Webinar objectivesTarget audience

Working title

Key messaging ideas

USE THE KICKOFF TO INTRODUCE

AND FAMILIARIZE THE PLAYERS

THE KICKOFF MEETINGAGENDA

Value propositionCall to action

Success factors

Post webinar follow up



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AUDIENCE RECRUITMENT - PLANNING

What do you know about them?

Is your topic a must have or anice to have?

What value will they get out ofinvesting their time with you?

Define call to action & nextsteps

MAKE THE AUDIENCE YOUR TOP PRIORITY

TipUse your thought leadership to

stimulate their intellectual

curiosity



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AUDIENCE RECRUITMENT - TACTICAL

Build a profile of the groupto recruit your audience from

Match the value propositionto the group

Consider your group source:

In-house

RentalMedia Partner

OutsourceTip

Segmenting prospects into

industries, levels,

departments and roles is

crucially important



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KEY AUDIENCE RECRUITMENT METRICSTO DRIVE 250 REGISTRANTSAND 100 ATTENDEES

Metric Significance

50,000 Size of targeted demographic audience

750 1.5% will reach your landing page

250 A Click Thru Ratio of 33% will yield 250 registrants

100 40% or more registrants will actually attend



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KEY SOURCESFOR GREAT CONTENT

PEOPLE ARE EAGER TO HEAR ABOUT BEST PRACTICES &LESSONS LEARNED IN SOLVING REAL LIFE CHALLENGES

ClientCase

Studies

IndustryAnalysts

AuthorsSubjectMatterExperts

WhitePapers



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Case Story Company Profile

Challenges

Options

Solution

Results - Metrics

Best Practices Lessons Learned

How to Get Started?

FOCUS ON BUSINESS VALUE

KEY FACTORSOFA CASE STUDY



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POPULAR B2B WEBINAR THEMES

Case Study Business

Improvement

How To - Tutorial

Standards &

Compliance



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ACT 2 WEEKS 3 - 4

Registration - Analytics



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INVITATION DEVELOPMENT

Align messaging with valueproposition & WIFM?

Compose in the audiences

jargon and style

Leverage credentials ofcontributing parties

Personalize with headshots Invite, enthuse, excite but

dont sell

COLLABORATE & ITERATE



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REGISTRATION LANDING PAGE

Use branding and imagery

Concise expression of thewebinar's purpose andcontent

Ask relevant and noninvasive questions

Obtain pre-webinarintelligence

- Industry

- Company Name & Title

- Geography

TipAlways ask

What would you like to

learn from this webinar?



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AUDIENCE RECRUITMENT - EXECUTION

Start promoting 2 to 3weeks before the webinar

Adjust strategy based on

landing page intelligence andmetrics

Interpolate plain-text andHTML content for optimum

outcomes Always be CAN-SPAM

compliant

TipMaximize registration with 4 well

timed e-broadcasts and use

social media , e.g., LinkedIn



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HOW CTR CAN PREDICT OUTCOMES



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CLICK THRU RATIO (CTR)

HOW WELL IS YOUR INVITATION MESSAGE CONNECTING?

CTR = Registered/Clicked on Registration Link

CTR = 734/1361 = 54%



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CTR ANALYSIS

Modify message across each touchpoint whileremaining consistent

Consider shifting from HTML to Text

MONITOR AND TRACK DAILY

Touch Point # Period # Days

Clicked OnRegistration

LinK RegisteredCTRRatio Status/Notes

TP 1

Monday 06/27 -

Wednesday 06/29 3 949 391 41% HTML

TP 2Thursday 06/30 -Tuesday 07/05 6 856 373 44% HTML

TP 3Wednesday 07/06- Sunday 07/10 5 225 84 37% HTML

TP 4Monday 07/11 -Thursday 07/14 3.5 407 152 37%

TEXT3 DAYS TO GO

Totals 17.5 2437 1000 41%



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National Brand Example

GO LIVE! SEPTEMBER 14, 2012

Benchmark Results

Registration 2414

CTR 49%

Attendance - Ratio 1189 49%

On Demand

Recordings - Ratio

248 10%



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Emerging Brand Example

GO LIVE! DECEMBER 8, 2010

Benchmark Results

Registration 686

CTR 45%

Attendance - Ratio 353 51%

On Demand

Recordings - Ratio

781 113%



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ACT 3 WEEKS 5 - 7

Content Development - Coaching



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Think of a Radio Show With Pictures

SMOOTH PACING, ELIMINATE DEAD AIR & AWKWARD SILENCES



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SOUND CHECKS

POOR AUDIO IS THE ACHILLES HEEL FOR ALL WEBINARS



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Optimize Audio and Video

SPEEDTEST.NET WWW.SPEEDTEST.NET/

SPEAKEASY.NET WWW.SPEAKEASY.NET/


HOW TO REALLY CONNECT
http://www.speedtest.net/http://www.speakeasy.net/http://www.speakeasy.net/http://www.speedtest.net/


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HOWTO REALLY CONNECTWITH YOUR AUDIENCE

Landline

Handset

Free

Consumer

Headset

Microphone

$30 - $50

Professional

Large Diaphragm

USB Microphone

$130 up

THE SIZE OF THE DIAPHRAGM AND ELECTRONICS IS WHAT

CREATES BROADCAST AUDIO LIKE SOUND



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DONT FORGETTHE HUMAN FACTORS

Learn to work your microphone

Tone of voice and inflections

Monitor your breathing

Smile and gesture

YOURE A BROADCASTER THINK LIKE ONE



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Table Reads and Dress Rehearsals

Use your webinar invitation tobrainstorm message shaping

Find your speakers passion to

bring out their best and engage

Practice flow, cues, transitions,and timing

Visually appealing slides

Develop Polls and Surveys toprovide audience feedback



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Good listening builds trust

Finding their passion allowsthem to be natural, confident andengaging

Have the courage to be honest,

objective and supportive

THEMODERATORASACOACH




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ACT 4WEEK 8

Go Live! - Post Webinar



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FINAL SOUND CHECK

Have a pre flight checklist and a Plan B

GoToMeeting Wizard Reboot

Turn off all non essential apps and

silence cell phones, etc.

Citrix Global Support (Service Status)

1 - 888 - 259 - 8414

Launch splash screen 20 minutes prior

to going live

START AT LEAST AN HOUR BEFORE GO LIVE!



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GO LIVE!

Start and end on time

Welcome your audience

Enthuse, excite but dont sell

Call to action or next steps

HAVE FUN, ITS ABOUT CONNECTION NOT PERFECTION



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POST WEBINAR

Mine final analytics for prospect insights

Record and edit for on demand viewings

Send a thank you email/link (24 to 48 hrs.)

Dont forget to thank your speakers

Harvest analytics to start a warm

conversation with attendees and no shows Manage funnel to convert and nurture

prospects into customers

NOW IS THE TIME TO EXTEND THE DIALOGUE AND SELL



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InSummary

PLAN YOUR WORK AND WORK YOUR PLAN

Methodology

Best Practices

Metrics


O


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POLL #3

The role of planning

Managing logistics

Balancing the human factors Techniques for optimizing audio and video

Using metrics to drive more predictable outcomes

WHICH OF THE FOLLOWING INSIGHTS PRESENTEDTODAY WILL YOU USE TO MANAGE YOUR NEXTWEBINAR?

(PLEASE CHOOSE ALL THAT APPLY)



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An End2End Solution for Webinar Demand Creation

To Continue the Conversation

On LinkedInWebAttract Thought Leadership Webinars and Webcasts

The WebAttract Channel Best Practice Videos

Case Studies, On Demand Webinars, Tutorials

[email protected]

+916.804.4703 2012, WebAttract LLC

@WebinarReady
http://www.linkedin.com/groups?home=&gid=2375653&trk=anet_ug_hmhttp://www.webattract.com/mailto:[email protected]:[email protected]://www.webattract.com/http://www.linkedin.com/groups?home=&gid=2375653&trk=anet_ug_hmhttp://www.linkedin.com/groups?home=&gid=2375653&trk=anet_ug_hm


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Questions & Answers

Ab t W bAtt t


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WebAttract is a professional services, coaching and training

organization providing an end2end solution for webinar demandcreation.

It was founded in 2008 by Mike Agron (Apple, Oracle, MapInfo, etc.)

and Bret Smith (Spatial Data, MapInfo, Pitney Bowes, etc.), who each

have an extensive background and successful track record in enterprise

sales, business and demand development, and global alliances.

They help marketing and sales professionals excel by providing a

proven methodology, best practices and metrics across the entire

webinar life cycle.

As the clients brand guardian, they help them capture fresh sales

leads and raise their brand awareness by promoting their thought

leadership.WebAttract has a team of experienced B2B webinar experts who are

passionate about delivering positive outcomes to their clients and

partners, from leading global brands to emerging organizations.

About WebAttract


W S Gl b l & E i B d


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We Serve Global & Emerging BrandsSelected Clients & Partners


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We do a fair share of webinars at Spirent, but this was the most polished,professional, and effective one I have ever participated in. I am sure thiscontributed to the end result exceeding our expectations. Director LocationTechnology Product Management, Spirent Communications

Because of working with WebAttract, we were able to close a $2 million dealwith a major big box retailer. CEO & Founder, The Friedman Group

As a rapidly growing software company, we didnt have the staff or time tocreate a webinar series WebAttract has the chops - ...and we love the abilityto pick through and prioritize leads. SVP Sales & Marketing, Envista Corp

WebAttract was a "find" for Murphy Leadership. They coached, trained, andpartnered with Murphy Leadership to implement Murphy Leadership's firstsuccessful webinar. President, Murphy Leadership

When we decided to webinars, we knew we had to find more than just asoftware provider. We accomplished that by partnering with WebAttract.Marketing Manager, Dex One

WebAttract provided us everything we needed in a single vendor, and thewebinar helped us close a deal with a client who was on the fence whileadding new leads. Sr. Director Marketing, Contactual

What WebAttract Customers Say About Them

managing the webinar life cycle from start to finish

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