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© 2014 WEBATTRACT!
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady
Crea...
© 2014 WEBATTRACT!
For	
  Webinar	
  and	
  Demand	
  Gen	
  Professionals	
  
1.  Marke.ng,	
  business	
  development,	
...
© 2014 WEBATTRACT!
Benefits	
  of	
  a	
  Series	
  Over	
  a	
  “1-­‐off”	
  
B2B	
  &	
  SMB	
  Case	
  Studies	
  Outcome...
© 2014 WEBATTRACT!
Poll	
  #1	
  
Our	
  use	
  of	
  demand	
  genera.on	
  webinars	
  is:	
  
	
  
(Please	
  select	
 ...
© 2014 WEBATTRACT!
Methodology
Best Practices
Metrics
GeSng	
  WebinarReady™	
  
Complimentary Copy
Citrix - WebAttract
A ...
© 2014 WEBATTRACT!
Se/ng	
  the	
  Stage	
  
© 2014 WEBATTRACT!
Who	
  Is	
  A	
  Thought	
  Leader?	
  	
  
(Mitchell	
  Levy’s	
  DefiniBon)	
  	
  
	
  
Others	
  RE...
© 2014 WEBATTRACT!
Case	
  Study:	
  
Business	
  	
  Improvement	
  
How	
  To	
  -­‐	
  Tutorial	
  
Standards	
  &	
  	...
© 2014 WEBATTRACT!
Your Challenge?
Create an engaging
event to corral &
spur people to
have a 1:1
conversation
& become yo...
© 2014 WEBATTRACT!
Generate	
  Leads	
  by	
  Delivering	
  Engaging	
  Webinars	
  that	
  AJract	
  
and	
  Convert	
  P...
© 2014 WEBATTRACT!
The	
  3	
  Biggest	
  Webinar	
  Myths	
  
• Build	
  it	
  and	
  they	
  will	
  come	
  1	
  
• I’m...
© 2014 WEBATTRACT!
Which	
  of	
  These	
  Outcomes	
  	
  
Are	
  You	
  Trying	
  to	
  Achieve?	
  
Raise	
  Awareness	...
© 2014 WEBATTRACT!
Reaching	
  B2B	
  Buyers	
  Today	
  is	
  Done	
  Online	
  
“No	
  Thanks,	
  I’m	
  Just	
  Looking...
© 2014 WEBATTRACT!
Webinars	
  Are	
  Magnets	
  for	
  AJrac.ng	
  Prospects	
  
Who	
  Are	
  Ripe	
  To	
  Become	
  Yo...
© 2014 WEBATTRACT!
Content	
  vs.	
  Tradi.onal	
  Marke.ng	
  	
  
	
  
InformaBonal	
  	
   vs.	
   Sales	
  Pitch	
  
C...
© 2014 WEBATTRACT!
Why	
  You	
  Must	
  Embrace	
  Disrup.on	
  
© 2014 WEBATTRACT!
Disrup.ve	
  Markets	
  and	
  Industry	
  Shiis	
  Provide	
  	
  
•  Story	
  Telling	
  Beyond	
  So...
© 2014 WEBATTRACT!
The	
  3	
  Biggest	
  Webinar	
  Myths	
  
• Build	
  it	
  and	
  they	
  will	
  come	
  1	
  
• I’m...
© 2014 WEBATTRACT!
A	
  Time	
  for	
  Story	
  Telling	
  
© 2014 WEBATTRACT!
Think	
  of	
  a	
  Radio	
  Show	
  With	
  Pictures	
  
© 2014 WEBATTRACT!
Don’t	
  Forget	
  About	
  Your	
  Audience!	
  
© 2014 WEBATTRACT!
The	
  3	
  Biggest	
  Webinar	
  Myths	
  
• Build	
  it	
  and	
  they	
  will	
  come	
  1	
  
• I’m...
© 2014 WEBATTRACT!
Poll	
  #2	
  
Our	
  biggest	
  webinar	
  challenges	
  are:	
  
	
  
(Please	
  select	
  all	
  tha...
© 2014 WEBATTRACT!
How	
  an	
  established	
  brand	
  was	
  able	
  to	
  reinvent	
  
itself	
  &	
  find	
  new	
  lea...
© 2014 WEBATTRACT!
Market	
  disrup.on	
  
Staying	
  relevant	
  with	
  digital	
  	
  
Customer	
  acquisi.on	
  	
  
C...
© 2014 WEBATTRACT!
Add	
  webinars	
  to	
  marke.ng	
  mix	
  
Educate	
  to	
  foster	
  rela.onships	
  
Posi.on	
  as	...
© 2014 WEBATTRACT!
Series	
  Highlights	
  
Delivered	
  15	
  Tutorial	
  Webinars	
  between	
  April	
  2010	
  and	
  ...
© 2014 WEBATTRACT!
Metrics	
  &	
  Benchmarks	
   Outcomes	
  
Registered	
   17,500	
  
AJended	
   8500	
  
AJendance	
 ...
© 2014 WEBATTRACT!
#	
   Key	
  Takeaways	
  
1	
   Offered	
  highly	
  relevant	
  info	
  to	
  deal	
  with	
  SMB	
  d...
© 2014 WEBATTRACT!
How	
  a	
  cloud-­‐based	
  applicaDon	
  provider	
  with	
  
analyDcal	
  and	
  search	
  tools	
  ...
© 2014 WEBATTRACT!
Challenges	
  
Rise	
  above	
  noise	
  to	
  create	
  visibility	
  	
  
Create	
  trust	
  in	
  ni...
© 2014 WEBATTRACT!
Objec.ves	
  
Show	
  thought	
  leadership	
  in	
  5	
  key	
  
markets	
  
Achieve	
  350+	
  qualifi...
© 2014 WEBATTRACT!
Series	
  Highlights	
  
	
  Delivered	
  17	
  Webinars	
  between	
  June	
  2010	
  and	
  April	
  ...
© 2014 WEBATTRACT!
Metrics	
  &	
  Benchmarks	
   Outcomes	
  
Registered	
   6695	
  
AJended	
   2721	
  
AJendance	
  R...
© 2014 WEBATTRACT!
#	
   Key	
  Takeaways	
  
1	
   Used	
  thought	
  leaders	
  to	
  educate	
  and	
  inform	
  execu....
© 2014 WEBATTRACT!
How	
  two	
  well-­‐known	
  technology	
  firms	
  used	
  
thought	
  leadership	
  to	
  establish	
...
© 2014 WEBATTRACT!
Challenges	
  
Target	
  mul.ple	
  decision	
  makers	
  
Low	
  awareness	
  of	
  category	
  &	
  b...
© 2014 WEBATTRACT!
Explain	
  technology	
  beyond	
  sound	
  bites	
  
Introduce	
  brand	
  without	
  selling	
  
Test...
© 2014 WEBATTRACT!
Monitoring	
  Technology	
  Provides	
  
Vital	
  Informa.on	
  to	
  Help	
  Boost	
  
Community	
  Se...
© 2014 WEBATTRACT!
3rd	
  Party	
  	
  
Thought	
  Leaders	
  
Invita.on	
  
© 2014 WEBATTRACT!
Elapsed Time Production Flow Timing by Segment Duration Presenter
:00	
  	
  
	
  
:02	
  	
  
	
  
:04...
© 2014 WEBATTRACT!
Plan	
  for	
  About	
  35	
  Minutes	
  of	
  On-­‐Air	
  PresentaBon	
  Time	
  
Elapsed Time Product...
© 2014 WEBATTRACT!
Gary Barg
Founder & Editor-In-Chief
Today’s Caregiver Magazine*
First	
  Gary	
  Barg	
  Set	
  the	
  ...
© 2014 WEBATTRACT!
Then	
  Rodney	
  Stoops	
  Shared	
  His	
  Case	
  Study	
  
•  Profile	
  of	
  Providence	
  Place	
...
© 2014 WEBATTRACT!
Transforming	
  Eldercare	
  with	
  	
  
Smart-­‐senor	
  Technology	
  
#2	
  	
  Case	
  Study	
  
H...
© 2014 WEBATTRACT!
Power	
  of	
  a	
  Winning	
  Content	
  Marke.ng	
  Webinar	
  Series	
  
	
  #1	
  -­‐	
  Industry	
...
© 2014 WEBATTRACT!
Metrics	
  &	
  Benchmarks	
   Outcomes	
  
Registered	
   600	
  
AJended	
   325	
  
AJendance	
  Ra....
© 2014 WEBATTRACT!
#	
   Key	
  Takeaways	
  
1	
   Used	
  well	
  known	
  3rd	
  party	
  experts	
  to	
  promote	
  t...
© 2014 WEBATTRACT!
PuSng	
  It	
  Altogether	
  
© 2014 WEBATTRACT!
47%
24%
24%
5%
Having attended today's Webinar, your plans to purchase or acquire
products or services ...
© 2014 WEBATTRACT!
Measuring	
  Webinar	
  Effec.veness	
  
#	
   How	
  Webinars	
  Impact	
  the	
  BoMom	
  Line	
  
1	
...
© 2014 WEBATTRACT!
GREAT	
  	
  
CONTENT!	
  
Case	
  
Studies	
  
Industry	
  	
  
Analysts	
  
Clients	
  	
  
Partners	...
© 2014 WEBATTRACT!
Benefits	
  of	
  a	
  Winning	
  Content	
  Marke.ng	
  
Series	
  Strategy	
  over	
  a	
  	
  “1-­‐Off...
© 2014 WEBATTRACT!
#	
   Strategy	
  
1	
   If	
  you	
  fail	
  to	
  plan,	
  you	
  plan	
  to	
  fail	
  
2	
   Embrac...
© 2014 WEBATTRACT!
Winning	
  Minds	
  and	
  Markets	
  is	
  
Content	
  Marke.ng	
  at	
  it’s	
  Best	
  Commercial	
 ...
© 2014 WEBATTRACT!
To	
  Con.nue	
  the	
  Conversa.on	
  	
  
WebAMract	
  Thought	
  Leadership	
  Webinars	
  and	
  We...
© 2014 WEBATTRACT!
Your	
  Turn	
  –	
  Q/A	
  
	
  
	
  
	
  
	
  	
  
Mike	
  Agron	
  
CEO	
  and	
  Co-­‐Founder	
  
W...
© 2014 WEBATTRACT!
Silent	
  Poll	
  
•  I’d	
  like	
  a:	
  
–  Complimentary	
  mee.ng	
  with	
  WebAJract	
  
–  Copy...
© 2014 WEBATTRACT!
Your	
  Turn	
  –	
  Q/A	
  
	
  
	
  
	
  
	
  	
  
Mike	
  Agron	
  
CEO	
  and	
  Co-­‐Founder	
  
W...
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Create a Winning Content Marketing Webinar Series - June 26, @MikeAgron @ConnectMembers

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Learn how to create a winning content marketing webinar series, based on actual case studies

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Create a Winning Content Marketing Webinar Series - June 26, @MikeAgron @ConnectMembers

  1. 1. /ConnectMembers @ConnectMembers Data.com Visit connect.data.com Sign up for free today and get 2 free contacts!
  2. 2. © 2014 WEBATTRACT! Mike Agron Co-Founder Executive Webinar Producer WebAttract, LLC mike@webattract.com @WebinarReady Create  a  Winning  Content  Marke.ng  Series   Strategy     Based  on  Actual  Case  Studies  
  3. 3. © 2014 WEBATTRACT! For  Webinar  and  Demand  Gen  Professionals   1.  Marke.ng,  business  development,   sales,  publishers  and  entrepreneurs   2.  Drive  fresh  new  sales  leads  or  retain   exis.ng  clients  and  partners   3.  Using  Content  Marke.ng  best   prac.ces  to  amplify  brand  awareness   and  thought  leadership   4.  Anyone  involved  in  planning  webinars   looking  for  beJer  outcomes  
  4. 4. © 2014 WEBATTRACT! Benefits  of  a  Series  Over  a  “1-­‐off”   B2B  &  SMB  Case  Studies  Outcomes    PuSng  it  Altogether     Your  Turn  –Q/A  
  5. 5. © 2014 WEBATTRACT! Poll  #1   Our  use  of  demand  genera.on  webinars  is:     (Please  select  all  that  apply)       §  We  do  “1-­‐off”  webinars   §  We  do  thought  leadership  webinar  series   §  We’re  considering  doing  a  thought  leadership  series   §  We  haven’t  done  either  a  “1-­‐off”  or  a  series  yet  
  6. 6. © 2014 WEBATTRACT! Methodology Best Practices Metrics GeSng  WebinarReady™   Complimentary Copy Citrix - WebAttract A Step-by-Step Guide to Hosting Successful Webinars
  7. 7. © 2014 WEBATTRACT! Se/ng  the  Stage  
  8. 8. © 2014 WEBATTRACT! Who  Is  A  Thought  Leader?     (Mitchell  Levy’s  DefiniBon)       Others  RECOGNIZE  you  as  an  EXPERT  in  your  space   and  seek  out  your  help         You  are  a  KEY  “GO-­‐TO”  person  
  9. 9. © 2014 WEBATTRACT! Case  Study:   Business    Improvement   How  To  -­‐  Tutorial   Standards  &    Compliance     Popular  B2B  Thought  Leadership    Webinar  Themes  
  10. 10. © 2014 WEBATTRACT! Your Challenge? Create an engaging event to corral & spur people to have a 1:1 conversation & become your customer!    
  11. 11. © 2014 WEBATTRACT! Generate  Leads  by  Delivering  Engaging  Webinars  that  AJract   and  Convert  Prospects  into  Advocates  and  Customers     AJract   Engage   Convert  
  12. 12. © 2014 WEBATTRACT! The  3  Biggest  Webinar  Myths   • Build  it  and  they  will  come  1   • I’m  a  great  presenter,  I’ll  just   show  up  and  wing  it  2   • All  aJendees  are  “sales   ready”  to  buy  now  3  
  13. 13. © 2014 WEBATTRACT! Which  of  These  Outcomes     Are  You  Trying  to  Achieve?   Raise  Awareness   Promote  Thought  Leadership   Drive  Sales  
  14. 14. © 2014 WEBATTRACT! Reaching  B2B  Buyers  Today  is  Done  Online   “No  Thanks,  I’m  Just  Looking”  
  15. 15. © 2014 WEBATTRACT! Webinars  Are  Magnets  for  AJrac.ng  Prospects   Who  Are  Ripe  To  Become  Your  Customers   BeMer  Outcomes   Pain  Points  -­‐  QuesBons   AcBvely  Looking  for  a  SoluBon   OR  
  16. 16. © 2014 WEBATTRACT! Content  vs.  Tradi.onal  Marke.ng       InformaBonal     vs.   Sales  Pitch   Case  Study   Product  Centric   Best  Prac.ces  –  Lessons  Learned   Features  -­‐  Benefits   Business  Value,  Metrics,  ROI   Pricing   Educates  and  makes  buyers  more  intelligent  with   the  objec;ve  of  driving  profitable  customer  ac;on  
  17. 17. © 2014 WEBATTRACT! Why  You  Must  Embrace  Disrup.on  
  18. 18. © 2014 WEBATTRACT! Disrup.ve  Markets  and  Industry  Shiis  Provide     •  Story  Telling  Beyond  Sound  Bites   •  Highlight  Innova.ve  Solu.ons   •  Promote  Thought  Leadership  
  19. 19. © 2014 WEBATTRACT! The  3  Biggest  Webinar  Myths   • Build  it  and  they  will  come  1   • I’m  a  great  presenter,  I’ll  just   show  up  and  wing  it  2   • All  aJendees  are  “sales   ready”  to  buy  now  3  
  20. 20. © 2014 WEBATTRACT! A  Time  for  Story  Telling  
  21. 21. © 2014 WEBATTRACT! Think  of  a  Radio  Show  With  Pictures  
  22. 22. © 2014 WEBATTRACT! Don’t  Forget  About  Your  Audience!  
  23. 23. © 2014 WEBATTRACT! The  3  Biggest  Webinar  Myths   • Build  it  and  they  will  come  1   • I’m  a  great  presenter,  I’ll  just   show  up  and  wing  it  2   • All  aJendees  are  “sales   ready”  to  buy  now  3  
  24. 24. © 2014 WEBATTRACT! Poll  #2   Our  biggest  webinar  challenges  are:     (Please  select  all  that  apply)       §  Crea.ng  a  compelling  message  and  story   §  Finding  and  mo.va.ng  speakers   §  Recrui.ng  an  audience  beyond  our  house  list   §  Not  enough  .me  to  manage  all  of  the  moving  parts   §  Post  webinar  sales  and  nurturing  follow  up  
  25. 25. © 2014 WEBATTRACT! How  an  established  brand  was  able  to  reinvent   itself  &  find  new  leads  in  a  changing  market  
  26. 26. © 2014 WEBATTRACT! Market  disrup.on   Staying  relevant  with  digital     Customer  acquisi.on     Challenges  
  27. 27. © 2014 WEBATTRACT! Add  webinars  to  marke.ng  mix   Educate  to  foster  rela.onships   Posi.on  as  trusted  marke.ng  partner   Objec.ves  
  28. 28. © 2014 WEBATTRACT! Series  Highlights   Delivered  15  Tutorial  Webinars  between  April  2010  and  April  2012  
  29. 29. © 2014 WEBATTRACT! Metrics  &  Benchmarks   Outcomes   Registered   17,500   AJended   8500   AJendance  Ra.o   49%   Avg.  Session  Time   54  minutes   Avg.  Sa.sfac.on   93%   Used  online  polling  to  create  up-­‐ sell  opportuni.es     Over  20%  uptake  with  aJendees  
  30. 30. © 2014 WEBATTRACT! #   Key  Takeaways   1   Offered  highly  relevant  info  to  deal  with  SMB  disrup.ons   2   Not  afraid  to  give  away  content  and  lots  of  it   3   Delivered  on  what  they  promised   4   Always  had  a  clear  call  to  ac.on  internally  and  externally   5   Did  lead  nurturing  post  webinar   Lessons  Learned  
  31. 31. © 2014 WEBATTRACT! How  a  cloud-­‐based  applicaDon  provider  with   analyDcal  and  search  tools  uses  webinars  to   educate  engineers  on  Dmely  topics  
  32. 32. © 2014 WEBATTRACT! Challenges   Rise  above  noise  to  create  visibility     Create  trust  in  niche  markets    Feed  the  demand  gen  funnel  
  33. 33. © 2014 WEBATTRACT! Objec.ves   Show  thought  leadership  in  5  key   markets   Achieve  350+  qualified  registrants   Post  webinar  -­‐  Refer  audience  to   online  reference  tools  &  solu.ons  
  34. 34. © 2014 WEBATTRACT! Series  Highlights    Delivered  17  Webinars  between  June  2010  and  April  2014   Compliance  &  Standards:    6   Tutorial/Case  Study:  3   Professional  Development:  7  
  35. 35. © 2014 WEBATTRACT! Metrics  &  Benchmarks   Outcomes   Registered   6695   AJended   2721   AJendance  Ra.o   41%   Avg.  Session  Time   54  minutes   Avg.  Sa.sfac.on   91%   On  Demand  Viewings   2308  or  34%  Registered     Fresh  New  Sales  Leads  from     On  Demand  Viewings   1558  or  67%  of  Registered  
  36. 36. © 2014 WEBATTRACT! #   Key  Takeaways   1   Used  thought  leaders  to  educate  and  inform  execu.ves   2   Did  not  overly  promote  their  own  offerings   3   Focused  content  on  “must  have”  vs.  “nice  to  have”   4   Leveraged  industry  disrup.ons  to  aJract  and  engage   5   Rotated  themes  from  tutorials,  compliance  and  professional   Lessons  Learned  
  37. 37. © 2014 WEBATTRACT! How  two  well-­‐known  technology  firms  used   thought  leadership  to  establish  a  new  category  
  38. 38. © 2014 WEBATTRACT! Challenges   Target  mul.ple  decision  makers   Low  awareness  of  category  &  brand    Tight  economy  impac.ng  budgets  
  39. 39. © 2014 WEBATTRACT! Explain  technology  beyond  sound  bites   Introduce  brand  without  selling   Test  efficiency  of  a  webinar   Objec.ves  
  40. 40. © 2014 WEBATTRACT! Monitoring  Technology  Provides   Vital  Informa.on  to  Help  Boost   Community  Service  Levels  and   Occupancy  Rates   Transforming  Eldercare  with     Smart-­‐senor  Technology   #1  Industry  Trends   #2  Case  Study  
  41. 41. © 2014 WEBATTRACT! 3rd  Party     Thought  Leaders   Invita.on  
  42. 42. © 2014 WEBATTRACT! Elapsed Time Production Flow Timing by Segment Duration Presenter :00       :02       :04     Welcome,  Who  is  in  the  audience,  Housekeeping  .ps,       Poll#1  –  Learn  about  the  audience/break  the  ice     Introduce  the  speakers      2  mins        2  mins            1  min     Lori  Dearman     Lori  Dearman     Lori  Dearman    :05     Welcome  Gary     Speaker  One      1  mins     15  mins   Lori    Dearman     Gary  Barg   :21   Welcome  Rodney   Speaker  Two    1  mins     15  mins   Lori  Dearman     Rodney  Stoops   :37     :40   Call  to  Ac.on  -­‐  How  to  get  started…     Poll  #2  on  priori.es  for  geSng  started.          3  mins          2  mins   Lori  Dearman   :42       :59   Ask  the  Experts  Panel     Adjourn  &  Cue  Post  Webinar  Survey   16  mins          1  min   Lori/Panel         Lori  Dearman   Story  Board  
  43. 43. © 2014 WEBATTRACT! Plan  for  About  35  Minutes  of  On-­‐Air  PresentaBon  Time   Elapsed Time Production Flow Timing by Segment Duration Presenter :00       :02       :04     Welcome,  Who  is  in  the  audience,  Housekeeping  .ps,       Poll#1  –  Learn  about  the  audience/break  the  ice     Introduce  the  speakers      2  mins        2  mins            1  min     Lori  Dearman     Lori  Dearman     Lori  Dearman    :05     Welcome  Gary     Speaker  One      1  mins     15  mins   Lori    Dearman     Gary  Barg   :21   Welcome  Rodney   Speaker  Two    1  mins     15  mins   Lori  Dearman     Rodney  Stoops   :37     :40   Call  to  Ac.on  -­‐  How  to  get  started…     Poll  #2  on  priori.es  for  geSng  started.          3  mins          2  mins   Lori  Dearman   :42       :59   Ask  the  Experts  Panel     Adjourn  &  Cue  Post  Webinar  Survey   16  mins          1  min   Lori/Panel         Lori  Dearman   Story  Board  
  44. 44. © 2014 WEBATTRACT! Gary Barg Founder & Editor-In-Chief Today’s Caregiver Magazine* First  Gary  Barg  Set  the  Stage   •  His  Journey  to  Become  an  Advocate   for  Caregivers   •  What  Families  Want  from  Caregivers   •  Importance  of  Technology  to  Provide   Peace  of  Mind  
  45. 45. © 2014 WEBATTRACT! Then  Rodney  Stoops  Shared  His  Case  Study   •  Profile  of  Providence  Place  Community   •  Use  Case  of  How  QuietCare®  Works   •  Staff  Adop.on   –  Improved  safety  and  accountability   –  Provided  .mely  data  to  caregivers  and  family   •  Business  Outcomes  Improved  by:     –  75%  Conversions  from  visits  to  move-­‐ins   –  96%  -­‐  98%  Occupancy   •  Lessons  Learned   Rodney Stoops Administrator & VP Providence Place Community
  46. 46. © 2014 WEBATTRACT! Transforming  Eldercare  with     Smart-­‐senor  Technology   #2    Case  Study   How  the  Series  Con.nued  to  Evolve     #3    Tutorial   Thought  Leaders  Eric  Dishman   and  Joe  Velderman  Discuss   Technology  in  Long  Term  Care  
  47. 47. © 2014 WEBATTRACT! Power  of  a  Winning  Content  Marke.ng  Webinar  Series    #1  -­‐  Industry  Trends  –  Case  Study   #2  -­‐  Thought  Leader  –  Case  Study   #3  -­‐  Thought  Leader  –  Tutorial  
  48. 48. © 2014 WEBATTRACT! Metrics  &  Benchmarks   Outcomes   Registered   600   AJended   325   AJendance  Ra.o   54%   Avg.  Session  Time   53  minutes   Avg.  Sa.sfac.on   95%   Segmented  Leads  for  Nurturing   Over  80  %  -­‐  20%  Went  to  Account   Managers  –  60%  Nurturing  
  49. 49. © 2014 WEBATTRACT! #   Key  Takeaways   1   Used  well  known  3rd  party  experts  to  promote  thought  leadership   2   Balanced  diverse  audience  interests  of  caregivers  vs.  commercial   3   Used  demonstrable  outcomes  from  client  case  studies   4   Invested  in  post  webinar  lead  nurturing  using  content  marke.ng   Lessons  Learned  
  50. 50. © 2014 WEBATTRACT! PuSng  It  Altogether  
  51. 51. © 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, but now intend to acquire Was just researching and now see no need Decreased   Did  the  Webinar  Move  Intent  to  Purchase?   Mid    Point   Q  &  A  
  52. 52. © 2014 WEBATTRACT! Measuring  Webinar  Effec.veness   #   How  Webinars  Impact  the  BoMom  Line   1   Net  new  deals     2   Converts  prospects  into  customers   3   Enables  up-­‐sell  &  cross-­‐sell  to  exis.ng  base   4   Increases  sales  pipeline   5   Puts  you  on  the  map  as  a  viable  player   6   Reaches  new  markets  &  geographies  
  53. 53. © 2014 WEBATTRACT! GREAT     CONTENT!   Case   Studies   Industry     Analysts   Clients     Partners   Publishers    Editors     Authors   White   Papers   Where  Do  You  Find  Great  Content?  
  54. 54. © 2014 WEBATTRACT! Benefits  of  a  Winning  Content  Marke.ng   Series  Strategy  over  a    “1-­‐Off”  Webinar   MulBple   Impressions   Nurture  Prospects     to  Become   Customers   Content  MarkeBng   at  its  Best   Become  a  Trusted   Advisor   Create     Advocates  
  55. 55. © 2014 WEBATTRACT! #   Strategy   1   If  you  fail  to  plan,  you  plan  to  fail   2   Embrace  disrup.on  and  change   3   Breathe  life  and  tell  a  great  story  around  sta.c  content     4   Use  passionate  3rd  party  experts  aka  thought  leaders   5   Give  to  get  vs.  get  to  give   6   Have  a  call  to  ac.on  before,  during  and  aier   Lessons  Learned  
  56. 56. © 2014 WEBATTRACT! Winning  Minds  and  Markets  is   Content  Marke.ng  at  it’s  Best  Commercial  Outcomes   Value  to  Your  Audience  
  57. 57. © 2014 WEBATTRACT! To  Con.nue  the  Conversa.on     WebAMract  Thought  Leadership  Webinars  and  Webcasts   www.webaMract.com    or  mike@webaMract.com     Best  PracBce  Videos  -­‐  Case  Studies  –  Blog  -­‐  eBooks   Customer  &  Thought  Leadership  Webinars     Aaer  Labor  Day   Master  Webinar  Producer  Crash  Courses  and  CerBficaBon       6  Key  Metrics  That  Impact  Webinar  Performance  &  more  
  58. 58. © 2014 WEBATTRACT! Your  Turn  –  Q/A             Mike  Agron   CEO  and  Co-­‐Founder   WebAMract  
  59. 59. © 2014 WEBATTRACT! Silent  Poll   •  I’d  like  a:   –  Complimentary  mee.ng  with  WebAJract   –  Copy  of  the  eBook:  Managing  the  Webinar  Life  Cycle   –  Send  me  updates  on  Master  Webinar  Producer  Crash  Courses  
  60. 60. © 2014 WEBATTRACT! Your  Turn  –  Q/A             Mike  Agron   CEO  and  Co-­‐Founder   WebAMract  
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