webinars customers through the sales cycle

© 2014 WEBATTRACT

Mike Agron

Co-Founder

Executive Webinar Producer

WebAttract, LLC

[email protected]

@WebinarReady

How Webinars Move Customers Through the Sales Cycle Based on Actual Case Studies

http://www.webattract.com/

© 2014 WEBATTRACT

For Webinar and Demand Gen Professionals

1. How attendees move through the buying cycle

2. Strategies and Best Practices to ensure predictable outcomes

3. Critical KPI’s to track before, during and after the webinar

© 2014 WEBATTRACT

Did the Webinar Move Attendees Intent to Purchase?

# Measuring How Webinars Influence the Sales Cycle

1 Close new deals

2 Convert prospects into customers

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

4 Increase sales pipeline

5 Thought leadership puts you on the map as a viable player

6 Reach new markets & geographies

© 2014 WEBATTRACT

Recommended Complimentary Content

WebAttract

WebinarReady™

A Step-by-Step Guide to

Hosting Successful Webinars

Content Marketing Institute

Adobe Connect

Research Report

© 2014 WEBATTRACT

How Webinars Move Customers Through the Sales Cycle

Setting the Stage to Optimize Outcomes

5 Case Studies – Best Practices - Metrics

Tips for Pulling it Altogether

Your Turn – Q/A

© 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

© 2014 WEBATTRACT

Today B2B Buyers Journey is Done Online

“No Thanks, I’m Just Looking”

COPYRIGHT 2014 WEBATTRACT

Content vs. Traditional Marketing

Informational vs. Sales Pitch

Case Study Product Centric

Best Practices – Lessons Learned Features - Benefits

Business Value, Metrics, ROI Pricing

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

© 2014 WEBATTRACT

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

Better Outcomes Pain Points - Questions

Actively Looking for a Solution

OR


Why You Must Embrace Disruption


Disruptive Markets and Industry Shifts Provide

• Story Telling Beyond Sound Bites

• Highlight Innovative Solutions

• Promote Thought Leadership

© 2014 WEBATTRACT

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

© 2014 WEBATTRACT

Case Study: Business Improvement

How To - Tutorial

Standards & Compliance

Popular B2B Thought Leadership Webinar Themes

© 2014 WEBATTRACT

GREAT CONTENT!

Case Studies

Industry Analysts

Clients Partners

Publishers Editors Authors

White Papers

Where Do You Find Great Content?

© 2014 WEBATTRACT

Don’t Forget About Your Audience!

© 2014 WEBATTRACT

The 6 Key Webinar KPI’s: Before, During and After

Click Thru Ratio or CTR

Attendee Ratio or AR

Online Polls Exit Surveys

Audience Retention

On Demand Viewings

©2012, WebAttract LLC


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

Click Thru Ratio (CTR) Is The Gold Standard

< 20 % 25 % +/- 35 % +

© 2014 WEBATTRACT

Case Study #1

Attract and educate a diverse group of health-based decision makers on new reimbursement options for

telehealth services to drive product sales

© 2014 WEBATTRACT

• Embraced Industry Disruption

• Educated a Diverse Audience of Decision Makers & Physicians

• Roadmap for Successfully Coding Telehealth Services

• Industry Expert Discussed How these Codes Favorably Impact Medical Loss Ratio

Advancing Remote Patient Monitoring through New Coding Options

Health Buddy Telehealth Solution

© 2014 WEBATTRACT

Webinar Outcomes

• Registered – 630

• CTR = 53%

• Attended – 402 – 64%

• Attendee Satisfaction – 89%

• Increased sales pipeline

• Thought leadership viability

The Bosch Webinar Leadership Series is Now a Cornerstone of

Their Modern Content Marketing at Robert Bosch Healthcare

© 2014 WEBATTRACT

Case Study #2

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

© 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 Moltz Consultant – Author - Entrepreneur

© 2014 WEBATTRACT

Webinar Outcomes


• CTR – 42%

• Attended – 859 – 40%

• Average Duration – 54 Minutes


• 171 Requested 1:1 Meetings

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

© 2014 WEBATTRACT

Case Study #3

Align real world issues facing business leaders to demonstrate the value of cloud-based on –demand

contact center technology

© 2014 WEBATTRACT

Soar to New Customer Service Heights with Virtual Call Center Technology

• Client Led Case Study – Trade Card

• Spoke to Audience Pain Points

• Shared Business Outcomes

• Flexible deployment

• 99.99% reliability

• Freed IT for other projects

• Validated Out-of-Box CRM Integration

No Selling

© 2014 WEBATTRACT

Webinar Outcomes


• CTR – 42%

• Attended – 69 – 46%

• Registered from 11 Countries

• Attendee to Buyer < 2 Weeks

• Moved 4 Attendees Up the Funnel

Because an actual customer spoke to business value, a prospect who was on the fence called immediately after the webinar and asked her rep for a demo which resulted in signing a recurring annual service agreement

© 2014 WEBATTRACT

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

oil and solids from water to drive new sales

Case Study #4

© 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


• CTR – 28%

• Attended – 72 – 49%


• 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

How an online publisher uses thought leaders to educate audiences on highly technical and timely topics

that move the purchasing needle for its sponsors

Case Study #5

© 2014 WEBATTRACT

Webinar Outcomes

• 8340 Registered (June 2011 – June 2014 for 15 webinars)

• Avg. CTR – 48%

• 3849 Attended = 46% Attendance Ratio

• Over 60 countries register per webinar

• 1902 OD Viewings of which 401 were fresh new leads

• Average time in session = 80 mins. of a 90 minute webinar

• Average satisfaction = 94%

© 2014 WEBATTRACT

47%

24%

24%

5%

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

Increased

Was just researching, butnow intend to acquire

Was just researching andnow see no need

Decreased

Intent to Purchase?

© 2014 WEBATTRACT

Best Practices & Lessons Learned

• Thought leaders to keep decision makers in the know

• Content is a “must have” vs. “nice to have ”

• Keep the conversations fluid, on track and engaging

• Design with 2 Ask the Expert sessions

• Debrief sponsors to mine KPI’s

• Have a clear call to action

© 2014 WEBATTRACT

How Webinars Move Customers Through the Sales Cycle

# Measuring Webinar Effectiveness

1 Close new deals

2 Converts prospects into customers

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

4 Increases sales pipeline

5 Thought leadership puts you on the map as a viable player

6 Reaches new markets & geographies

© 2014 WEBATTRACT

My Call to Action to Get Started

1. Identify market trends, disruptions, & challenges

2. Brainstorm and create “must have” topics

3. Chose content you can tell a story around

4. Recruit knowledgeable & passionate speakers

5. Use KPI’s before, during & after to measure outcomes

6. Develop a project plan – “If you fail to plan, you plan to fail”


Methodology

Best Practices

Metrics

Getting WebinarReady™

Complimentary Copy

WebinarReady™

A Step-by-Step Guide to

Hosting Successful Webinars

© 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

Fall 2014 Master Webinar Producer Crash Courses and Certification

6 Key Metrics That Impact Webinar Performance & more

http://www.webattract.com/

mailto:[email protected]

webinars customers through the sales cycle

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