May 22, 2013Toll-free:Access Code:Supercharging Your WebinarDemand Generation OutcomesPart 1Behind the Scenes: How to Host...
Hi, I’m Joe Pulizzi (@juntajoe)September, 2013
CMI teaches marketers how to own their mediachannels to attract and retain customers.EVENTS MEDIA CONSULTINGCCO Magazine
COPYRIGHT 2013 WEBATTRACTContent Marketing Makes BuyersMore IntelligentInformational vs. Sales PitchCase Study Product Ce...
COPYRIGHT 2013 WEBATTRACT2013 B2B Content Marketing Budgets & Trends
COPYRIGHT 2013 WEBATTRACTMike AgronCo-FounderExecutive Webinar ProducerWebAttract, LLCmike@webattract.com@WebinarReadyCit...
COPYRIGHT 2013 WEBATTRACTPart 1: Behind the ScenesHow to Host Successful WebinarsSetting the stageGetting the right audie...
COPYRIGHT 2013 WEBATTRACTPart 2: From Show to SaleWinning Leads with WebinarsTable reads, dry runs, sound checksFinal che...
COPYRIGHT 2013 WEBATTRACTSupercharging Your Webinar Outcomes• A proven “repeatable” methodology• Best practices for optim...
COPYRIGHT 2013 WEBATTRACTWebinar Demand Generation ChallengesAttractEngageConvert
COPYRIGHT 2013 WEBATTRACTCommercialOutcomesValue to Your AudienceHigh Value – High Impact
COPYRIGHT 2013 WEBATTRACTPoll #1Which of the following are your biggest webinar challenges?(Please select one) Attractin...
COPYRIGHT 2013 WEBATTRACTACT ISetting the StageSetting the Stage for a Smooth Production
COPYRIGHT 2013 WEBATTRACTThink of a Radio Show With Pictures
COPYRIGHT 2013 WEBATTRACTIt’s a Mini Theatrical EventFrom Let’s Go to Go Live!Budget 6-8 WeeksACT ISetting the StageACT I...
COPYRIGHT 2013 WEBATTRACTThe Webinar Life Cycle
COPYRIGHT 2013 WEBATTRACTIt’s an Ongoing Balancing ActLogisticsBusiness Drivers Human Factors Technology
COPYRIGHT 2013 WEBATTRACTMethodologyBest PracticesMetricsThe Case for Getting WebinarReady
COPYRIGHT 2013 WEBATTRACTProject Kickoff and Scheduling• Step 1: Define your objectives, target audience,desired outcomes...
COPYRIGHT 2013 WEBATTRACTGather Life Cycle IntelligenceBEFORE EVENTGather profile dataInterestsSocial Media DURING WEBINA...
COPYRIGHT 2013 WEBATTRACTEnsuring Predictable OutcomesWebinarObjectivesAudienceValueDefineSuccessFactorsCall ToActionAnal...
COPYRIGHT 2013 WEBATTRACTACT ISetting the Stage1. Manage with a written work plan and list2. Schedule/book key meetings w...
COPYRIGHT 2013 WEBATTRACTACT IIRecruitAudienceGetting the Right Audience to Register
COPYRIGHT 2013 WEBATTRACTGetting the Right Audience to Register• Step 1: Source the right audience to match your value pr...
COPYRIGHT 2013 WEBATTRACT1. Click Thru Ratio (CTR)Before the Event
COPYRIGHT 2013 WEBATTRACTWhat Does It Measure? What Does It Predict?Percent of PeoplePeople who RegisterClick to Registra...
COPYRIGHT 2013 WEBATTRACTOutcomeLow¼ of 1%High½ of 1%Reach Landing Page 750 750Click Thru 16.6% 33%Register 125 250Attend...
COPYRIGHT 2013 WEBATTRACTWhat Drives Registration?• Must have vs. nice to have topic• Informational vs. sales pitch = WIF...
COPYRIGHT 2013 WEBATTRACTWebinars Are Magnets for Attracting ProspectsThat Are Ripe To Become Your CustomersDisruption – ...
COPYRIGHT 2013 WEBATTRACTSegment target audience– Industries– Job Functions – Titles– Revenue or # employees– GeographyBu...
COPYRIGHT 2013 WEBATTRACTOnly use sources you can trust for quality & reliability:– In-house– Rental– Guaranteed Lead Pro...
COPYRIGHT 2013 WEBATTRACTWrite a Compelling Invitation ThatAttracts the Right AudienceAttribute What it DoesWebinar Title...
COPYRIGHT 2013 WEBATTRACTWebinar TitleBrief Description3-4 BulletsWho Should Attend?Register Now !Leverage SpeakersCreden...
COPYRIGHT 2013 WEBATTRACTWebinar TitleBrief Description3-4 BulletsWho Should Attend?Highlight SponsorshipRegister Now !Le...
COPYRIGHT 2013 WEBATTRACT• Use branding and imagery• Concise expression of the webinarspurpose and content• Ask relevant ...
COPYRIGHT 2013 WEBATTRACTAudience Recruitment - Execution• Start 3 weeks before go live!• The email subject line is the m...
COPYRIGHT 2013 WEBATTRACTDaily Registration TrackingAdvanced Remote Patient Monitoring4011 7130582830204060801001201409-M...
COPYRIGHT 2013 WEBATTRACTDaily Registration TrackingHow the Most Successful Direct MailPrograms Do More with Less3371221 ...
COPYRIGHT 2013 WEBATTRACTA/B Testing and Subject Line Swaps forEach Drip or TouchpointSubjectLineDescriptionA [Assisted L...
COPYRIGHT 2013 WEBATTRACT# Days per TPClicked OnRegistrationLink Registered CTR Ratio Attended Attendee Ratio Status/Note...
COPYRIGHT 2013 WEBATTRACTMultiple Drips Increase RegistrationDriving Unsubscribes DownTouch Point orDrip #Delivered Opens...
COPYRIGHT 2013 WEBATTRACTACT IIRecruit Audience1. The audience is always your top priority2. Relevancy aligns with a must...
COPYRIGHT 2013 WEBATTRACTACT IIIContent CreationTable Reads & Dress Rehearsals
COPYRIGHT 2013 WEBATTRACTBreathing Life Into Your Production• Step 1: Gather team/ensemble for a Table Read• Step 2: Arch...
COPYRIGHT 2013 WEBATTRACTA Time for Story Telling
COPYRIGHT 2013 WEBATTRACTMessage Shaping IdeasDuring registration “always” ask “What would you like to learn”?
COPYRIGHT 2013 WEBATTRACTTime Segment – Working Title Duration Presenter Notes:00:02:04Welcome, Who is in the audience,Ho...
COPYRIGHT 2013 WEBATTRACTACT IIIContent Creation1. Use the invite to architect the flow2. Deliver on what you promised3. ...
COPYRIGHT 2013 WEBATTRACTIntermission
COPYRIGHT 2013 WEBATTRACTPart 1: Behind the ScenesHow to Host Successful WebinarsSetting the stageGetting the right audie...
COPYRIGHT 2013 WEBATTRACTPart 2: From Show to SaleWinning Leads with WebinarsTable reads, dry runs, sound checksFinal che...
COPYRIGHT 2013 WEBATTRACTTo Continue the ConversationWebAttract Thought Leadership Webinars and Webcastswww.webattract.co...
COPYRIGHT 2013 WEBATTRACTPoll #2To learn more and continue the conversation(Please select all that apply) Please registe...
Questions?Mike AgronWebAttractwww.webattract.comJoe PulizziModeratorwww.contentmarketinginstitute.com
Part 1 - Supercharging Your Webinar Demand Generation Outcomes - "Behind the Scenes - How to Host Successful Webinars"
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Part 1 - Supercharging Your Webinar Demand Generation Outcomes - "Behind the Scenes - How to Host Successful Webinars"

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Based on the recent webinar, Joe Pulizzi, CEO and Founder of the Content Marketing Institute and Mike Agron, Co-Founder of WebAttract, discuss top tips and real-world examples, including metrics, on what you need to know behind the scenes to host successful webinars. Part 1 focuses on setting the stage for a smooth production, getting the right audience to register and the initial steps around content creation to begin to breathe life into your production - See more at: http://www.webattract.com/pages/webinars_featured.shtml#sthash.LiVldzKw.dpuf

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Transcript of "Part 1 - Supercharging Your Webinar Demand Generation Outcomes - "Behind the Scenes - How to Host Successful Webinars""

  1. 1. May 22, 2013Toll-free:Access Code:Supercharging Your WebinarDemand Generation OutcomesPart 1Behind the Scenes: How to Host SuccessfulWebinars
  2. 2. Hi, I’m Joe Pulizzi (@juntajoe)September, 2013
  3. 3. CMI teaches marketers how to own their mediachannels to attract and retain customers.EVENTS MEDIA CONSULTINGCCO Magazine
  4. 4. COPYRIGHT 2013 WEBATTRACTContent Marketing Makes BuyersMore IntelligentInformational vs. Sales PitchCase Study Product CentricBest Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing
  5. 5. COPYRIGHT 2013 WEBATTRACT2013 B2B Content Marketing Budgets & Trends
  6. 6. COPYRIGHT 2013 WEBATTRACTMike AgronCo-FounderExecutive Webinar ProducerWebAttract, LLCmike@webattract.com@WebinarReadyCitrix - WebAttractA Step-by-Step Guide toHosting Successful WebinarsSupercharging Your Webinar Outcomes2 Part SeriesBased on Actual Case Study Examples
  7. 7. COPYRIGHT 2013 WEBATTRACTPart 1: Behind the ScenesHow to Host Successful WebinarsSetting the stageGetting the right audienceBreathing life into your production
  8. 8. COPYRIGHT 2013 WEBATTRACTPart 2: From Show to SaleWinning Leads with WebinarsTable reads, dry runs, sound checksFinal checklist and going live!Post webinar follow up to convert
  9. 9. COPYRIGHT 2013 WEBATTRACTSupercharging Your Webinar Outcomes• A proven “repeatable” methodology• Best practices for optimizing results• Use key metrics for ensuring success• Delight your audience• Delivering predicable outcomes• Convert more prospects into customers
  10. 10. COPYRIGHT 2013 WEBATTRACTWebinar Demand Generation ChallengesAttractEngageConvert
  11. 11. COPYRIGHT 2013 WEBATTRACTCommercialOutcomesValue to Your AudienceHigh Value – High Impact
  12. 12. COPYRIGHT 2013 WEBATTRACTPoll #1Which of the following are your biggest webinar challenges?(Please select one) Attracting the right audience and more of them Engaging your audience Converting them from a prospect into a customer Other
  13. 13. COPYRIGHT 2013 WEBATTRACTACT ISetting the StageSetting the Stage for a Smooth Production
  14. 14. COPYRIGHT 2013 WEBATTRACTThink of a Radio Show With Pictures
  15. 15. COPYRIGHT 2013 WEBATTRACTIt’s a Mini Theatrical EventFrom Let’s Go to Go Live!Budget 6-8 WeeksACT ISetting the StageACT IVSound - Go Live!ACT IIIContent - PracticeACT IIRecruit AudienceACT VPost Webinar©2012, WebAttract LLC
  16. 16. COPYRIGHT 2013 WEBATTRACTThe Webinar Life Cycle
  17. 17. COPYRIGHT 2013 WEBATTRACTIt’s an Ongoing Balancing ActLogisticsBusiness Drivers Human Factors Technology
  18. 18. COPYRIGHT 2013 WEBATTRACTMethodologyBest PracticesMetricsThe Case for Getting WebinarReady
  19. 19. COPYRIGHT 2013 WEBATTRACTProject Kickoff and Scheduling• Step 1: Define your objectives, target audience,desired outcomes and success factors• Step 2: Set up a webinar project timeline and gatherthe ensemble• Step 3: Hold a kick-off meeting• Step 4: Schedule your webinar
  20. 20. COPYRIGHT 2013 WEBATTRACTGather Life Cycle IntelligenceBEFORE EVENTGather profile dataInterestsSocial Media DURING WEBINAROnline pollsLive QuestionsSocial MediaSurveysAFTER EVENTSurveysOn-Demand ViewsSocial MediaLead Nurturing
  21. 21. COPYRIGHT 2013 WEBATTRACTEnsuring Predictable OutcomesWebinarObjectivesAudienceValueDefineSuccessFactorsCall ToActionAnalyzeLife CycleIntelligence
  22. 22. COPYRIGHT 2013 WEBATTRACTACT ISetting the Stage1. Manage with a written work plan and list2. Schedule/book key meetings way in advance3. People have a day job4. Prepare to invest 1 hr pre-production for eachlive minute
  23. 23. COPYRIGHT 2013 WEBATTRACTACT IIRecruitAudienceGetting the Right Audience to Register
  24. 24. COPYRIGHT 2013 WEBATTRACTGetting the Right Audience to Register• Step 1: Source the right audience to match your value prop• 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
  25. 25. COPYRIGHT 2013 WEBATTRACT1. Click Thru Ratio (CTR)Before the Event
  26. 26. COPYRIGHT 2013 WEBATTRACTWhat Does It Measure? What Does It Predict?Percent of PeoplePeople who RegisterClick to Registration PageRegistration - AttendanceRegistration landing pageMessage and value propClick Thru Ratio (CTR)
  27. 27. COPYRIGHT 2013 WEBATTRACTOutcomeLow¼ of 1%High½ of 1%Reach Landing Page 750 750Click Thru 16.6% 33%Register 125 250Attendance Ratio 40% 50+/- 100+/-A Targeted Demographic of 50KShould Yield Registrants = ¼ to ½ of 1%
  28. 28. COPYRIGHT 2013 WEBATTRACTWhat Drives Registration?• Must have vs. nice to have topic• Informational vs. sales pitch = WIFM?• Value prop aligns with audience• Credibility of panelists• Recognition of brand sponsor• Solid execution plan
  29. 29. COPYRIGHT 2013 WEBATTRACTWebinars Are Magnets for Attracting ProspectsThat Are Ripe To Become Your CustomersDisruption – Pain PointsBetter OutcomesActively Looking for a SolutionOR
  30. 30. COPYRIGHT 2013 WEBATTRACTSegment target audience– Industries– Job Functions – Titles– Revenue or # employees– GeographyBuild an Audience Recruitment Profile
  31. 31. COPYRIGHT 2013 WEBATTRACTOnly use sources you can trust for quality & reliability:– In-house– Rental– Guaranteed Lead Program “GPL” aka Cost Per Lead– Media Partner such as a print or online publisher– OutsourceList Sourcing Strategies
  32. 32. COPYRIGHT 2013 WEBATTRACTWrite a Compelling Invitation ThatAttracts the Right AudienceAttribute What it DoesWebinar TitleGrabs attention, e.g., Give a Shift! – Harnessing Webinars to TurnProspects Into CustomersBrief Description Preview “must have” topic and in audience’s jargon3-4 Bullets Summarize phrases your audience will learnRegister Now! Make the singular CTA to easily register & get them back to workSpeakers - Brand Leverage’s their credentials, use a head shot to humanizeWho should attend? Ensures people you want to attract will self identify
  33. 33. COPYRIGHT 2013 WEBATTRACTWebinar TitleBrief Description3-4 BulletsWho Should Attend?Register Now !Leverage SpeakersCredentials - HeadshotHighlight Sponsorship
  34. 34. COPYRIGHT 2013 WEBATTRACTWebinar TitleBrief Description3-4 BulletsWho Should Attend?Highlight SponsorshipRegister Now !Leverage SpeakersCredentialsHeadshotsSocial Media
  35. 35. COPYRIGHT 2013 WEBATTRACT• Use branding and imagery• Concise expression of the webinarspurpose and content• Ask relevant and non invasivequestions• Obtain pre-webinar intelligence- Industry- Company Name & Title- Geography Always Ask: What Would You LikeTo Learn From This Webinar?Registration Landing Page
  36. 36. COPYRIGHT 2013 WEBATTRACTAudience Recruitment - Execution• Start 3 weeks before go live!• The email subject line is the most critical item• Use daily tracking metrics to adjust strategy• Do subject swaps for each Drip or Touchpoint• Consider A/B testing• Monitor unsubscribes• Always be CAN-SPAM compliant Optimize with 4 or more welltimed e-broadcasts using Dripcampaigns to Did Not Open, etc.
  37. 37. COPYRIGHT 2013 WEBATTRACTDaily Registration TrackingAdvanced Remote Patient Monitoring4011 7130582830204060801001201409-May-13 10-May-13 13-May-13 14-May-13 15-May-13 16-May-13 17-May-13TP#1 TP#2 TP#3In Process - Daily Registration TrackingTouch Point # Period # DaysClicked OnRegistrationLink RegisteredCTRRatio Status/NotesTP 1 Thursday 05/09 - Monday 05/13 5 160 58 36% CompleteTP 2 Tuesday 05/14 - Thursday 05/16 3 365 216 59% CompleteTP 3 Friday 05/17 - Wednesday 05/22 6 8 3 38% In-ProgressTP 4 Thursday 05/23 - Monday 05/27 5TP 5 Tuesday 05/28 - Wednesday 05/29 1.5Totals 20.5 533 277 52%
  38. 38. COPYRIGHT 2013 WEBATTRACTDaily Registration TrackingHow the Most Successful Direct MailPrograms Do More with Less3371221 2 11817213 10 123 54538264 12012311111101020304050607080909-Jan-1310-Jan-1311-Jan-1314-Jan-1315-Jan-1316-Jan-1317-Jan-1318-Jan-1320-Jan-1321-Jan-1322-Jan-1323-Jan-1324-Jan-1328-Jan-1329-Jan-1330-Jan-13TP#1 TP#2 TP#3 TP#4 TP#5Registration = 275 - CTR = 63% - Attendance = 138 or 50%Yes NoAttended9757543532
  39. 39. COPYRIGHT 2013 WEBATTRACTA/B Testing and Subject Line Swaps forEach Drip or TouchpointSubjectLineDescriptionA [Assisted Living Webinar] Boost Service Levels and Occupancy RatesB[Assisted Living Webinar] McKnight’s Senior Editor Discusses Occupancy RateChallenges
  40. 40. COPYRIGHT 2013 WEBATTRACT# Days per TPClicked OnRegistrationLink Registered CTR Ratio Attended Attendee Ratio Status/Notes2 143 32 22% 14 44%5 107 34 32% 16 47%Subject SwapAddedMcKnights Editor4 100 25 25% 11 44%4.5 184 60 33% 38 63%4.5 534 151 28% 79 52%59 11414 4 3 31916711 87382 31319905101520253011-Jun-1212-Jun-1213-Jun-1214-Jun-1215-Jun-1217-Jun-1218-Jun-1219-Jun-1220-Jun-1221-Jun-1222-Jun-1224-Jun-1225-Jun-1226-Jun-12TP#1 TP#2 TP#3 TP#4Daily Registration Tracking & Attendance
  41. 41. COPYRIGHT 2013 WEBATTRACTMultiple Drips Increase RegistrationDriving Unsubscribes DownTouch Point orDrip #Delivered Opens%DeliveredUnsubscribes % Delivered1 19,025 1393 7.32% 107 0.56%2 17,397 640 3.68% 61 0.35%3 17,892 803 4.49% 40 0.22%4 19,946 1499 7.52% 43 0.22%5 19,792 1299 6.56% 52 0.26%Totals 94,052 5,634 5.96% 303 0.32%Registration = 151 - CTR = 28% - Attendance = 79 or 52%
  42. 42. COPYRIGHT 2013 WEBATTRACTACT IIRecruit Audience1. The audience is always your top priority2. Relevancy aligns with a must have topic3. Collaborate and iterate4. Start campaign 3 weeks before go live!5. A/B Test, swap subject lines6. Test, Test, Test & Measure daily outcomes
  43. 43. COPYRIGHT 2013 WEBATTRACTACT IIIContent CreationTable Reads & Dress Rehearsals
  44. 44. COPYRIGHT 2013 WEBATTRACTBreathing Life Into Your Production• Step 1: Gather team/ensemble for a Table Read• Step 2: Architect from invite using key messages bullets• Step 3: Use all intelligence gathered before webinar• Step 4: Determine who will say what and when• Step 5: Get ready to start dress rehearsals
  45. 45. COPYRIGHT 2013 WEBATTRACTA Time for Story Telling
  46. 46. COPYRIGHT 2013 WEBATTRACTMessage Shaping IdeasDuring registration “always” ask “What would you like to learn”?
  47. 47. COPYRIGHT 2013 WEBATTRACTTime Segment – Working Title Duration Presenter Notes:00:02:04Welcome, Who is in the audience,Housekeeping tips,Poll#1 – Learn about the audience/break theiceIntroduce the speakers2 mins2 mins1 minLori DearmanModeratorLoriLori:05 Welcome Elizabeth from McKnight’s Long TermCare NewsSpeaker One1 mins15 minsLoriElizabethTrends, challenges and benefits that awaitcommunitieswho have a strategy for deployingtechnologyto improve outcomes and provide ahigher level of personalizedcare.:21 •Welcome David•Speaker Two1 mins15 minsLoriDavidHow to practice early intervention to:• Help determinethe appropriate levels of carefor each resident• Improvecommunicationand trust with theresident and familymembers• Recognizehigh performingdirect care staffmembersand address and improve overallaccountability:37:40Call to Action - How to get started…Poll #2 on priorities for getting started.3 mins2 minsLori:42:59Ask the Experts PanelAdjourn & Cue Post Webinar Survey16 mins1 minLoriLoriPanelTable Read Planning, Time and Flow
  48. 48. COPYRIGHT 2013 WEBATTRACTACT IIIContent Creation1. Use the invite to architect the flow2. Deliver on what you promised3. Create flow to align with key bullets4. Budget for welcome, Polls and Q/A5. Use 35 minutes of actual “on air” time wisely
  49. 49. COPYRIGHT 2013 WEBATTRACTIntermission
  50. 50. COPYRIGHT 2013 WEBATTRACTPart 1: Behind the ScenesHow to Host Successful WebinarsSetting the stageGetting the right audienceBreathing life into your production
  51. 51. COPYRIGHT 2013 WEBATTRACTPart 2: From Show to SaleWinning Leads with WebinarsTable reads, dry runs, sound checksFinal checklist and going live!Post webinar follow up to convert
  52. 52. COPYRIGHT 2013 WEBATTRACTTo Continue the ConversationWebAttract Thought Leadership Webinars and Webcastswww.webattract.com or mike@webattract.comBest Practice Videos - Case Studies – Blog - eBooksCustomer & Thought Leadership WebinarsSeptember 9-11, 2013Cleveland, OhioLunch n’ Learn Series – Wed. Sept. 11“How to Develop a Webinar Series that Works”
  53. 53. COPYRIGHT 2013 WEBATTRACTPoll #2To learn more and continue the conversation(Please select all that apply) Please register me for Part 2 on 6.26.13 FromShow to Sale: Winning Leads with Webinars Send me my complimentary download ofWebinarReady™ I’d like to arrange a complimentary follow onmeeting with WebAttract
  54. 54. Questions?Mike AgronWebAttractwww.webattract.comJoe PulizziModeratorwww.contentmarketinginstitute.com

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