using market disruptions to build your next webinar campaign
TRANSCRIPT
© 2014 WEBATTRACT
Mike AgronCo-Founder
Executive Webinar ProducerWebAttract, LLC
[email protected] @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!
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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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The 3 Biggest Webinar Myths
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70%Reaching B2B Buyers Today is Done Online
“No Thanks, I’m Just Looking”
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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?
© 2014 WEBATTRACT
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
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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
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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
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• 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 [email protected] 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