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Managing the Webinar Life Cycle:           From Start to Finish                             11.29.12        Mike Agron    ...
Send your questions 3 ways: Tweet: @datadotcom #jigsawcontactsVia The Corner! bit.ly/TL11-29-12Or in the Question’s box on...
The Times They Are a-Changin       Bob Dylan, 1964                                OPYRIGHT 2012 WEBATTRACT               ...
Of Today’s B2B Buyers                        OPYRIGHT 2012 WEBATTRACT                        C
Content Marketing Makes Buyers     More Intelligent       Informational               vs.     Sales Pitch          Case St...
2013 B2B Content Marketing Budgets & Trends                                              OPYRIGHT 2012 WEBATTRACT        ...
Think of a Radio Show With Pictures                                 OPYRIGHT 2012 WEBATTRACT                             ...
It’s a Mini Theatrical Event                       From Let’s Go to Go Live!                          Budget 6-8 Weeks    ...
Webinar Challenges•   Attract•   Engage•   Conversation•   Convert                           OPYRIGHT 2012 WEBATTRACT    ...
It’s an Ongoing Balancing ActBusiness Drivers   Logistics   Human Factors   Technology                                    ...
High Impact – High Performing Webinars                                                                       High         ...
Managing the Webinar Life Cycle• A proven “repeatable” methodology• Best practices for optimizing results• Key metrics for...
The Case for Getting WebinarReady       Methodology      Best Practices         Metrics                               OPY...
Poll #1                  Which of these marketing                 tactics are in your toolbox?Please choose all that apply...
ACT I                           The PlanSetting the Stage for a Smooth Production                                      OP...
Project Kickoff and Scheduling• Step 1: Define your objectives, target audience,  desired outcomes and success factors• St...
Metrics Tell a Story                       OPYRIGHT 2012 WEBATTRACT                       C
Gather Life Cycle Intelligence BEFORE EVENTGather profile data     Interests   Social Media       DURING WEBINAR          ...
Ensuring Predictable Outcomes                          Webinar                         Objectives       Analyze           ...
ACT II                          Recruit                         AudienceGetting the Right Audience to Register            ...
Getting the Right Audience to Register• Step 1: Source the right audience• Step 2: Write a compelling invitation that attr...
Audience Recruitment Planning                                   • What do you know about                                  ...
Webinars Are Magnets for Attracting Prospects  That Are Ripe To Become Your Customers                                  OR ...
Build an Audience Recruitment Profile• Segment target audience   – Industries   – Job Functions – Titles   – Revenue or # ...
Back of the Envelope Targets (Optimal)               Your Results Will VaryMetric    Significance50,000    Size of the tar...
Invitation Development• Align messaging = WIFM?• Leverage credentials of panelists• Personalize: Hello++FirstName++• Heads...
Registration Landing Page• Use branding and imagery• Concise expression of the webinars  purpose and content• Ask relevant...
AUDIENCE RECRUITMENT - EXECUTION• Start 3 weeks before go live!• The email subject line is critical• Use daily tracking me...
6 Key Webinar Metrics    BEFORE EVENT1. Click Thru Ratio (CTR)                             DURING WEBINAR                 ...
1. Click Thru Ratio (CTR)    Before the Webinar                            OPYRIGHT 2012 WEBATTRACT                      ...
Click Thru Ratio (CTR)What Does It Measure?         What Does It Predict?   Percent of People         Registration - Atten...
Daily Registration Tracking            25                                       20            19            20            ...
Daily Registration Tracking            25                                       20            19            20            ...
How do you Know if you’re on Track?CTR          What it predicts and what you can do to increase registrationBenchmarks34%...
Case Study – The Friedman Group• Retail sales consultancy• Solid brand & content• Disruption of Status Quo• Go beyond hous...
Welcome To The Webinar!                                      Wednesday, September 22, 2010                                ...
Results        Key Metrics               Results        Registered             501 = 39% CTR         Attended             ...
Results        Key Metrics               Results        Registered             501 = 39% CTR         Attended             ...
ACT III                      Dress                    RehearsalsTable Reads & Dress Rehearsals                            ...
Breathing Life Into Your Production• Step 1: Gather team/ensemble for a Table Read• Step 2: Begin creating relevant slide ...
A Time for Story Telling                           OPYRIGHT 2012 WEBATTRACT                           C
Table Reads and Dress Rehearsals• Mine digital body language before the webinar• Find your speakers passion to be authenti...
Message Shaping Ideas   During registration “always” ask “What would you like to learn”?                      OPYRIGHT 20...
The Moderator as the Coach• Trust• Passion• Courage to be direct                                 OPYRIGHT 2012 WEBATTRACT...
SOUND CHECKS     Audio is the Achilles Heel of all Webinars                                                  OPYRIGHT 201...
How to Really Connect With Your Audience                Professional    ConsumerLandline              Large Diaphragm    H...
Demo – Telephone vs. USB                           OPYRIGHT 2012 WEBATTRACT                           C
ACT IV                      Go Live!The Final Sound Check & Go Live!                                   OPYRIGHT 2012 WEBA...
Sound Check and Go Live!               Deliver an Engaging Performance• Step 1: Go through “Final Call” checklist on your ...
FINAL SOUND CHECK•   Focus on the presenters•   Pre flight checklist and Plan B•   Review final slides•   Turn off all non...
Don’t Forget the Human Factors• Learn to work your microphone• Tone of voice and inflections• Monitor your breathing• Smil...
Go Live!•   Start and end on time•   Welcome your audience•   Enthuse, excite but don’t sell•   Call to action or next ste...
ACT V                           Post WebinarThe Content Marketing Gift That Keeps on Giving                               ...
Put Your Sales and Marketing Hat On:           Maximize the Opportunity with Post                    Webinar Follow Up• St...
Case Study – Knovel• Web based analytics for engineers• Build trust in Knovel• Educate on complying with ISA 84 std.• Util...
NOTE: For Internal Use Only The Audience Won’tWelcome to This. Last Updated 10.14.10 mha      SeeDesigning and Verifying S...
The Gift that Keeps On Giving    On Demand Viewings           Viewing # - % Total Viewings 431 viewings in first 45 days  ...
Final Curtain Call – How to Get Started            From Let’s Go to Go Live! Budget 6-8 Weeks                          ACT...
The Case for Getting WebinarReady    Methodology   Best Practices      Metrics                               OPYRIGHT 201...
High Impact – High Performing Webinars                                                                                High...
To Continue the Conversation                 On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)            ...
Want to hear about upcoming webinars?Be sure you sign up on jigsaw.com!         Find more Thought Leadership content      ...
Managing the Webinar Life Cycle:           From Start to Finish          Your Turn – Questions and Answers        Mike Agr...
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Managing the Webinar Life Cycle: Start to Finish by @WebinarReady for @datadotcom

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The Webinar is an invaluable tool in today’s buyers market. It is a tremendously effective vehicle for companies to attract, engage, and educate prospects to become your customers.

The catch? You’ve got to really do a Webinar right in order for it to be effective from knowing how to target and attract the right audience, then keep them engaged so they’ll be inspired to want to have a conversation with you after the webinar.

This webinar will use real life examples and take you through a step-by-step process of demand generation webinar planning, so you’ll know what to do be successful before, during and after the webinar. Included will be an overview of the key metrics and analytics you need to know to benchmark for delivering predictable and measurable outcomes that meet or exceed your demand generation goals, as well as delight your audiences.

Our learning objective is to enable you with our proven, tried and true methodology and best practices that have helped organizations from global leaders to emerging brands deliver high performance, high impact webinar events.

Our goal is to have you leave this webinar with new insights for producing and delivering polished webinars to generate fresh new sales leads, raise brand awareness and promote your thought leadership.

Who should attend:
• Marketing and sales professionals responsible for demand generation who are new to webinars
• Marketers who want to reach beyond their existing customer base to recruit an audience of fresh new sales leads
• Directors/VPs/Managers – Marketing, Content Marketing, Product Marketing, Marketing Communications
• Marketing Consultants

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Transcript of "Managing the Webinar Life Cycle: Start to Finish by @WebinarReady for @datadotcom"

  1. 1. Managing the Webinar Life Cycle: From Start to Finish 11.29.12 Mike Agron Co-FounderExecutive Webinar Producer WebAttract, LLC mike@webattract.com OPYRIGHT 2012 WEBATTRACT C
  2. 2. Send your questions 3 ways: Tweet: @datadotcom #jigsawcontactsVia The Corner! bit.ly/TL11-29-12Or in the Question’s box on your screen
  3. 3. The Times They Are a-Changin Bob Dylan, 1964 OPYRIGHT 2012 WEBATTRACT C
  4. 4. Of Today’s B2B Buyers OPYRIGHT 2012 WEBATTRACT C
  5. 5. Content Marketing Makes Buyers More Intelligent Informational vs. Sales Pitch Case Study Product CentricBest Practices – Lessons Learned Features - Benefits Business Value, Metrics, ROI Pricing OPYRIGHT 2012 WEBATTRACT C
  6. 6. 2013 B2B Content Marketing Budgets & Trends OPYRIGHT 2012 WEBATTRACT C
  7. 7. Think of a Radio Show With Pictures OPYRIGHT 2012 WEBATTRACT C
  8. 8. It’s a Mini Theatrical Event From Let’s Go to Go Live! Budget 6-8 Weeks ACT I ACT II The Plan Recruit Audience ACT III ACT IV ACT VDress Rehearsals Go Live! Post Webinar OPYRIGHT 2012 WEBATTRACT C ©2012, WebAttract LLC
  9. 9. Webinar Challenges• Attract• Engage• Conversation• Convert OPYRIGHT 2012 WEBATTRACT C
  10. 10. It’s an Ongoing Balancing ActBusiness Drivers Logistics Human Factors Technology OPYRIGHT 2012 WEBATTRACT C
  11. 11. High Impact – High Performing Webinars High High Performing High Performing Low Impact High ImpactCommercial Outcomes     Low Performing Low Performing Low Impact High Impact Low Value to Your Audience OPYRIGHT 2012 WEBATTRACT C
  12. 12. Managing the Webinar Life Cycle• 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 OPYRIGHT 2012 WEBATTRACT C
  13. 13. The Case for Getting WebinarReady Methodology Best Practices Metrics OPYRIGHT 2012 WEBATTRACT C
  14. 14. Poll #1 Which of these marketing tactics are in your toolbox?Please choose all that apply• Blogs – Social Media• Case Studies – White Papers• In Person Events• Webinars and Webcasts• Other OPYRIGHT 2012 WEBATTRACT C
  15. 15. ACT I The PlanSetting the Stage for a Smooth Production OPYRIGHT 2012 WEBATTRACT C
  16. 16. Project Kickoff and Scheduling• Step 1: Define your objectives, target audience, desired outcomes and success factors• Step 2: Set up a webinar project timeline and gather the ensemble• Step 3: Hold a kick-off meeting• Step 4: Schedule your webinar OPYRIGHT 2012 WEBATTRACT C
  17. 17. Metrics Tell a Story OPYRIGHT 2012 WEBATTRACT C
  18. 18. Gather Life Cycle Intelligence BEFORE EVENTGather profile data Interests Social Media DURING WEBINAR Online polls Live Questions Social Media AFTER EVENT Surveys Surveys On-Demand Views Social Media Lead Nurturing OPYRIGHT 2012 WEBATTRACT C
  19. 19. Ensuring Predictable Outcomes Webinar Objectives Analyze Audience Life Cycle Value Intelligence Define Call To Success Action Factors OPYRIGHT 2012 WEBATTRACT C
  20. 20. ACT II Recruit AudienceGetting the Right Audience to Register OPYRIGHT 2012 WEBATTRACT C
  21. 21. Getting the Right Audience to Register• Step 1: Source the right audience• Step 2: Write a compelling invitation that attracts• Step 3: Create the Registration Landing Page• Step 4: Execute audience recruitment• Step 5: Track daily registration metrics OPYRIGHT 2012 WEBATTRACT C
  22. 22. Audience Recruitment Planning • What do you know about them? • Is your topic a “must have” or a “nice to have”? • What value will they get out of investing their time with you? • Define call to action &Always plan around your audience next steps OPYRIGHT 2012 WEBATTRACT C
  23. 23. Webinars Are Magnets for Attracting Prospects That Are Ripe To Become Your Customers OR Their Needs are Not Being Met Actively Looking for a Solution OPYRIGHT 2012 WEBATTRACT C
  24. 24. Build an Audience Recruitment Profile• Segment target audience – Industries – Job Functions – Titles – Revenue or # employees – Geography• Consider your group source: –In-house –Rental –Media Partner –Outsource OPYRIGHT 2012 WEBATTRACT C
  25. 25. Back of the Envelope Targets (Optimal) Your Results Will VaryMetric Significance50,000 Size of the targeted demographic audience750 1.5% will reach your registration landing page250 A Click Thru Ratio of 33% will yield 250 registrants100 40% or more registrants will actually attend OPYRIGHT 2012 WEBATTRACT C
  26. 26. Invitation Development• Align messaging = WIFM?• Leverage credentials of panelists• Personalize: Hello++FirstName++• Headshots help to humanize• Consider HTML and Text• Invite, enthuse and excite• Don’t sell OPYRIGHT 2012 WEBATTRACT C
  27. 27. Registration Landing Page• Use branding and imagery• Concise expression of the webinars purpose and content• Ask relevant and non invasive questions• Obtain pre-webinar intelligence - Industry - Company Name & Title - Geography Always Ask: What Would You Like To Learn From This Webinar? OPYRIGHT 2012 WEBATTRACT C
  28. 28. AUDIENCE RECRUITMENT - EXECUTION• Start 3 weeks before go live!• The email subject line is critical• Use daily tracking metrics to adjust strategy• Do subject swaps for each Drip or Touchpoint• Consider A/B testing• Always be CAN-SPAM compliant Maximize with 4 or more well timed e-broadcasts using Drip campaigns with filters OPYRIGHT 2012 WEBATTRACT C
  29. 29. 6 Key Webinar Metrics BEFORE EVENT1. Click Thru Ratio (CTR) DURING WEBINAR 2. Attendee Ratio (AR) 3. Online Polls AFTER EVENT 4. Exit Surveys 5. Retention 6. On-Demand Views OPYRIGHT 2012 WEBATTRACT C
  30. 30. 1. Click Thru Ratio (CTR) Before the Webinar OPYRIGHT 2012 WEBATTRACT C
  31. 31. Click Thru Ratio (CTR)What Does It Measure? What Does It Predict? Percent of People Registration - Attendance Registration landing page People who Register Message and value propClick to Registration Page OPYRIGHT 2012 WEBATTRACT C
  32. 32. Daily Registration Tracking 25 20 19 20 15 12 11 12 10 5 3 1 0 11-Jun-12 12-Jun-12 13-Jun-12 14-Jun-12 15-Jun-12 17-Jun-12 18-Jun-12 TP#1 TP#2 TP#3Click Through Ratios to Registration Clicked On CTR Touch Point # Period # Days Registration Link Registered Ratio Status/Notes Monday 06/11 -TP 1 Tuesday 06/12 2 143 32 22% HTML Added new subject Wednesday 06/13 line, McKnightsTP 2 - Sunday 06/17 5 107 34 32% Editor Monday 06/18 -TP 3 Thursday 06/21 4 40 12 30% In-Progress Friday 06/22 -TP 4 Tuesday 06/26 4.5Totals 15.5 290 78 27% OPYRIGHT 2012 WEBATTRACT C
  33. 33. Daily Registration Tracking 25 20 19 20 15 12 11 12 10 5 3 1 0 11-Jun-12 12-Jun-12 13-Jun-12 14-Jun-12 15-Jun-12 17-Jun-12 18-Jun-12 TP#1 TP#2 TP#3Click Through Ratios to Registration Clicked On CTR Touch Point # Period # Days Registration Link Registered Ratio Status/Notes Monday 06/11 -TP 1 Tuesday 06/12 2 143 32 22% HTML Added new subject Wednesday 06/13 line, McKnightsTP 2 - Sunday 06/17 5 107 34 32% Editor Monday 06/18 -TP 3 Thursday 06/21 4 40 12 30% In-Progress Friday 06/22 -TP 4 Tuesday 06/26 4.5Totals 15.5 290 78 27% OPYRIGHT 2012 WEBATTRACT C
  34. 34. How do you Know if you’re on Track?CTR What it predicts and what you can do to increase registrationBenchmarks34% - 50% Excellent - Indicates your message is connecting23% - 33% Target - Invitation message is specific to audiences interests<23% You should be concerned, as something is not connecting with your audience 1. Are you targeting the right demographic? 2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch? 3. Are you asking too many landing page questions that are invasive? 4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not 5. Does each touch or Drip have a fresh subject swap? OPYRIGHT 2012 WEBATTRACT C
  35. 35. Case Study – The Friedman Group• Retail sales consultancy• Solid brand & content• Disruption of Status Quo• Go beyond house list• Inform via thought leadership OPYRIGHT 2012 WEBATTRACT C
  36. 36. Welcome To The Webinar! Wednesday, September 22, 2010 11 am - noon Pacific noon - 1 pm Mountain 1 pm - 2 pm Central 2 pm - 3 pm Eastern Audio is available via landline or VoIP For VoIP: You will be connected to audio using your computer’s speakers or headset. For Landline: Select Use Audio Mode Use Telephone after joining the Webinar. US/Canada attendees dial 516- 453- 0014 Webinar ID: 113-306-419Shake Up Your Company, Your Store, Your People And Sales Increases Will FollowUnited States · Brazil · Argentina · Chile · India · New Zealand · Australia South Africa · Colombia · Central America · Mexico thefriedmangroup.com
  37. 37. Results Key Metrics Results Registered 501 = 39% CTR Attended 270 = 54% ARSatisfaction – Response Rate 91% - 31% OPYRIGHT 2012 WEBATTRACT C
  38. 38. Results Key Metrics Results Registered 501 = 39% CTR Attended 270 = 54% ARSatisfaction – Response Rate 91% - 31% OPYRIGHT 2012 WEBATTRACT C
  39. 39. ACT III Dress RehearsalsTable Reads & Dress Rehearsals OPYRIGHT 2012 WEBATTRACT C
  40. 40. Breathing Life Into Your Production• Step 1: Gather team/ensemble for a Table Read• Step 2: Begin creating relevant slide content• Step 3: Gather speakers and moderator for First Dress Rehearsal• Step 4: Gather team for Final Dress Rehearsal• Step 5: Sound Checks OPYRIGHT 2012 WEBATTRACT C
  41. 41. A Time for Story Telling OPYRIGHT 2012 WEBATTRACT C
  42. 42. Table Reads and Dress Rehearsals• Mine digital body language before the webinar• Find your speakers passion to be authentic• Dialog vs. Monologue• Practice flow, cues, transitions• Visually appealing slides OPYRIGHT 2012 WEBATTRACT C
  43. 43. Message Shaping Ideas During registration “always” ask “What would you like to learn”? OPYRIGHT 2012 WEBATTRACT C
  44. 44. The Moderator as the Coach• Trust• Passion• Courage to be direct OPYRIGHT 2012 WEBATTRACT C
  45. 45. SOUND CHECKS Audio is the Achilles Heel of all Webinars OPYRIGHT 2012 WEBATTRACT C
  46. 46. How to Really Connect With Your Audience Professional ConsumerLandline Large Diaphragm HeadsetHandset USB Microphone Microphone Free $100 up $30 - $50 OPYRIGHT 2012 WEBATTRACT C
  47. 47. Demo – Telephone vs. USB OPYRIGHT 2012 WEBATTRACT C
  48. 48. ACT IV Go Live!The Final Sound Check & Go Live! OPYRIGHT 2012 WEBATTRACT C
  49. 49. Sound Check and Go Live! Deliver an Engaging Performance• Step 1: Go through “Final Call” checklist on your own 30 minutes prior to the final sound check• Step 2: Launch your webinar hosting platform and meet with speakers one hour prior to Go Live! for final sound check• Step 3: Go Live! and debrief ensemble• Step 4: Begin Post-Webinar sales lead follow up OPYRIGHT 2012 WEBATTRACT C
  50. 50. FINAL SOUND CHECK• Focus on the presenters• Pre flight checklist and Plan B• Review final slides• Turn off all non essential apps• Silence cell phones, turn off ringers, “Do Not Disturb Sign”• Launch splash screen 20 minutes prior to going live Print out a hard copy of your PPT Notes Page slides OPYRIGHT 2012 WEBATTRACT C
  51. 51. Don’t Forget the Human Factors• Learn to work your microphone• Tone of voice and inflections• Monitor your breathing• Smile and gesture You’re a broadcaster, think like one! OPYRIGHT 2012 WEBATTRACT C
  52. 52. Go Live!• Start and end on time• Welcome your audience• Enthuse, excite but don’t sell• Call to action or next steps It’s all About Connection – Not Perfection OPYRIGHT 2012 WEBATTRACT C
  53. 53. ACT V Post WebinarThe Content Marketing Gift That Keeps on Giving OPYRIGHT 2012 WEBATTRACT C
  54. 54. Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post Webinar Follow Up• Step 1: Archive a copy of the recorded webinar• Step 2: Send follow-up thank you emails and include how to get more valuable content• Step 3: Do final analytics on registration, attendance, performance• Step 4: Segment leads• Step 5: Measure webinar effectiveness OPYRIGHT 2012 WEBATTRACT C
  55. 55. Case Study – Knovel• Web based analytics for engineers• Build trust in Knovel• Educate on complying with ISA 84 std.• Utilize SME that are also SLC authors• Arm sales with new leads OPYRIGHT 2012 WEBATTRACT C
  56. 56. NOTE: For Internal Use Only The Audience Won’tWelcome to This. Last Updated 10.14.10 mha SeeDesigning and Verifying SafetyInstrumented Systems Audio is available via landline or VoIP For VoIP: You will be connected to audio using your computer’s speakers or headset. For Landline: Please select Use Audio Mode Use Telephone after joining the Webinar. US/Canada attendees dial +1 323 417 460 Webinar ID 310885130 Moderator: Mike Agron, Executive Webinar Producer Wednesday December 8, 2010 11 am – noon Pacific noon – 1 pm Mountain 1 pm – 2 pm Central 2 pm – 3 pm Eastern
  57. 57. The Gift that Keeps On Giving On Demand Viewings Viewing # - % Total Viewings 431 viewings in first 45 days Total Registrations 666 (CTR = 45%) Total Attendance 353 (51% Registered – Did Not Attend 90 viewings - 12% Attended – Repeat Viewing 59 viewings - 8% Fresh New Leads - Viral 617 viewings – 80%Total On Demand Viewings 774 viewings = 116% Reg. OPYRIGHT 2012 WEBATTRACT C
  58. 58. Final Curtain Call – How to Get Started From Let’s Go to Go Live! Budget 6-8 Weeks ACT I ACT II The Plan Recruit Audience ACT III ACT IV ACT VMessage Shaping Go Live! Post Webinar OPYRIGHT 2012 WEBATTRACT C ©2012, WebAttract LLC
  59. 59. The Case for Getting WebinarReady Methodology Best Practices Metrics OPYRIGHT 2012 WEBATTRACT C
  60. 60. High Impact – High Performing Webinars High High Performing High Performing Low Impact High ImpactCommercial Outcomes     Low Performing Low Performing Low Impact High Impact Low Value to Your Audience OPYRIGHT 2012 WEBATTRACT C
  61. 61. To Continue the Conversation On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts) The WebAttract Channel on BrightTALKAn End2End Solution for Webinar Demand Creation Website & Learning Center, Best Practice Videos www.webattract.com OPYRIGHT 2012 WEBATTRACT C
  62. 62. Want to hear about upcoming webinars?Be sure you sign up on jigsaw.com! Find more Thought Leadership content and past webinars/recordings on The Corner! bit.ly/CornerEventsFind us anytime: @datadotcom /datadotcom
  63. 63. Managing the Webinar Life Cycle: From Start to Finish Your Turn – Questions and Answers Mike Agron Co-FounderExecutive Webinar Producer WebAttract, LLC mike@webattract.com OPYRIGHT 2012 WEBATTRACT C
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