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

May 22, 2013
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Supercharging Your Webinar
Demand Generation Outcomes
Part 1
Behind the Scenes: How to Host Successful
Webinars

Hi, I’m Joe Pulizzi (@juntajoe)
September, 2013

CMI teaches marketers how to own their media
channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine

COPYRIGHT 2013 WEBATTRACT
Content Marketing Makes Buyers
More Intelligent
Informational vs. Sales Pitch
Case Study Product Centric
Best Practices – Lessons Learned Features - Benefits
Business Value, Metrics, ROI Pricing

2013 B2B Content Marketing Budgets & Trends

Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady
Citrix - WebAttract
A Step-by-Step Guide to
Hosting Successful Webinars
Supercharging Your Webinar Outcomes
2 Part Series
Based on Actual Case Study Examples

Part 1: Behind the Scenes
How to Host Successful Webinars
Setting the stage
Getting the right audience
Breathing life into your production

Part 2: From Show to Sale
Winning Leads with Webinars
Table reads, dry runs, sound checks
Final checklist and going live!
Post webinar follow up to convert

Supercharging 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

Webinar Demand Generation Challenges
Attract
EngageConvert

CommercialOutcomes
Value to Your Audience
High Value – High Impact

Poll #1
Which 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

ACT I
Setting the Stage
Setting the Stage for a Smooth Production

Think of a Radio Show With Pictures

It’s a Mini Theatrical Event
From Let’s Go to Go Live!
Budget 6-8 Weeks
ACT I
Setting the Stage
ACT IV
Sound - Go Live!
ACT III
Content - Practice
ACT II
Recruit Audience
ACT V
Post Webinar
©2012, WebAttract LLC

The Webinar Life Cycle

It’s an Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology

Methodology
Best Practices
Metrics
The Case for Getting WebinarReady

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

Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
Interests
Social Media DURING WEBINAR
Online polls
Live Questions
Social Media
Surveys
AFTER EVENT
Surveys
On-Demand Views
Social Media
Lead Nurturing

Ensuring Predictable Outcomes
Webinar
Objectives
Audience
Value
Define
Success
Factors
Call To
Action
Analyze
Life Cycle
Intelligence

ACT I
Setting the Stage
1. Manage with a written work plan and list
2. Schedule/book key meetings way in advance
3. People have a day job
4. Prepare to invest 1 hr pre-production for each
live minute

ACT II
Recruit
Audience
Getting the Right Audience to Register

Getting 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

1. Click Thru Ratio (CTR)
Before the Event

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)

Outcome
Low
¼ of 1%
High
½ of 1%
Reach Landing Page 750 750
Click Thru 16.6% 33%
Register 125 250
Attendance Ratio 40% 50+/- 100+/-
A Targeted Demographic of 50K
Should Yield Registrants = ¼ to ½ of 1%

What 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

Webinars Are Magnets for Attracting Prospects
That Are Ripe To Become Your Customers
Disruption – Pain Points
Better Outcomes
Actively Looking for a Solution
OR

Segment target audience
– Industries
– Job Functions – Titles
– Revenue or # employees
– Geography
Build an Audience Recruitment Profile

Only 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
– Outsource
List Sourcing Strategies

Write a Compelling Invitation That
Attracts the Right Audience
Attribute What it Does
Webinar Title
Grabs attention, e.g., Give a Shift! – Harnessing Webinars to Turn
Prospects Into Customers
Brief Description Preview “must have” topic and in audience’s jargon
3-4 Bullets Summarize phrases your audience will learn
Register Now! Make the singular CTA to easily register & get them back to work
Speakers - Brand Leverage’s their credentials, use a head shot to humanize
Who should attend? Ensures people you want to attract will self identify

Webinar Title
Brief Description
3-4 Bullets
Who Should Attend?
Register Now !
Leverage Speakers
Credentials - Headshot
Highlight Sponsorship

Webinar Title
Brief Description
3-4 Bullets
Who Should Attend?
Highlight Sponsorship
Register Now !
Leverage Speakers
Credentials
Headshots
Social Media

• Use branding and imagery
• Concise expression of the webinar's
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?
Registration Landing Page

Audience 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 well
timed e-broadcasts using Drip
campaigns to Did Not Open, etc.

Daily Registration Tracking
Advanced Remote Patient Monitoring
40
11 7
130
58
28
3
0
20
40
60
80
100
120
140
9-May-13 10-May-13 13-May-13 14-May-13 15-May-13 16-May-13 17-May-13
TP#1 TP#2 TP#3
In Process - Daily Registration Tracking
Touch Point # Period # Days
Clicked On
Registration
Link Registered
CTR
Ratio Status/Notes
TP 1 Thursday 05/09 - Monday 05/13 5 160 58 36% Complete
TP 2 Tuesday 05/14 - Thursday 05/16 3 365 216 59% Complete
TP 3 Friday 05/17 - Wednesday 05/22 6 8 3 38% In-Progress
TP 4 Thursday 05/23 - Monday 05/27 5
TP 5 Tuesday 05/28 - Wednesday 05/29 1.5
Totals 20.5 533 277 52%

Daily Registration Tracking
How the Most Successful Direct Mail
Programs Do More with Less
33
7
1
22
1 2 1
18
1
7
2
13 10 12
3 5
45
3
8
26
4 1
20
1
2
3
11
1
11
1
0
10
20
30
40
50
60
70
80
90
9-Jan-13
10-Jan-13
11-Jan-13
14-Jan-13
15-Jan-13
16-Jan-13
17-Jan-13
18-Jan-13
20-Jan-13
21-Jan-13
22-Jan-13
23-Jan-13
24-Jan-13
28-Jan-13
29-Jan-13
30-Jan-13
TP#1 TP#2 TP#3 TP#4 TP#5
Registration = 275 - CTR = 63% - Attendance = 138 or 50%
Yes No
Attended
97
57
54
35
32

A/B Testing and Subject Line Swaps for
Each Drip or Touchpoint
Subject
Line
Description
A [Assisted Living Webinar] Boost Service Levels and Occupancy Rates
B
[Assisted Living Webinar] McKnight’s Senior Editor Discusses Occupancy Rate
Challenges

# Days per TP
Clicked On
Registration
Link Registered CTR Ratio Attended Attendee Ratio Status/Notes
2 143 32 22% 14 44%
5 107 34 32% 16 47%
Subject Swap
Added
McKnight's Editor
4 100 25 25% 11 44%
4.5 184 60 33% 38 63%
4.5 534 151 28% 79 52%
5
9 11
4
1
4 4 3 3
19
167
11 8
7
3
8
2 3
1
3
1
9
9
0
5
10
15
20
25
30
11-Jun-12
12-Jun-12
13-Jun-12
14-Jun-12
15-Jun-12
17-Jun-12
18-Jun-12
19-Jun-12
20-Jun-12
21-Jun-12
22-Jun-12
24-Jun-12
25-Jun-12
26-Jun-12
TP#1 TP#2 TP#3 TP#4
Daily Registration Tracking & Attendance

Multiple Drips Increase Registration
Driving Unsubscribes Down
Touch Point or
Drip #
Delivered Opens
%
Delivered
Unsubscribes % Delivered
1 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%

ACT II
Recruit Audience
1. The audience is always your top priority
2. Relevancy aligns with a must have topic
3. Collaborate and iterate
4. Start campaign 3 weeks before go live!
5. A/B Test, swap subject lines
6. Test, Test, Test & Measure daily outcomes

ACT III
Content Creation
Table Reads & Dress Rehearsals

Breathing 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

A Time for Story Telling

Message Shaping Ideas
During registration “always” ask “What would you like to learn”?

Time Segment – Working Title Duration Presenter Notes
:00
:02
:04
Welcome, Who is in the audience,
Housekeeping tips,
Poll#1 – Learn about the audience/break the
ice
Introduce the speakers
2 mins
2 mins
1 min
Lori Dearman
Moderator
Lori
Lori
:05 Welcome Elizabeth from McKnight’s Long Term
Care News
Speaker One
1 mins
15 mins
Lori
Elizabeth
Trends, challenges and benefits that await
communitieswho have a strategy for deploying
technologyto improve outcomes and provide a
higher level of personalizedcare.
:21 •Welcome David
•Speaker Two
1 mins
15 mins
Lori
David
How to practice early intervention to:
• Help determinethe appropriate levels of care
for each resident
• Improvecommunicationand trust with the
resident and familymembers
• Recognizehigh performingdirect care staff
membersand address and improve overall
accountability
:37
:40
Call to Action - How to get started…
Poll #2 on priorities for getting started.
3 mins
2 mins
Lori
:42
:59
Ask the Experts Panel
Adjourn & Cue Post Webinar Survey
16 mins
1 min
Lori
Lori
Panel
Table Read Planning, Time and Flow

ACT III
Content Creation
1. Use the invite to architect the flow
2. Deliver on what you promised
3. Create flow to align with key bullets
4. Budget for welcome, Polls and Q/A
5. Use 35 minutes of actual “on air” time wisely

Intermission

To Continue the Conversation
WebAttract Thought Leadership Webinars and Webcasts
www.webattract.com or mike@webattract.com
Best Practice Videos - Case Studies – Blog - eBooks
Customer & Thought Leadership Webinars
September 9-11, 2013
Cleveland, Ohio
Lunch n’ Learn Series – Wed. Sept. 11
“How to Develop a Webinar Series that Works”

Poll #2
To learn more and continue the conversation
(Please select all that apply)
 Please register me for Part 2 on 6.26.13 From
Show to Sale: Winning Leads with Webinars
 Send me my complimentary download of
WebinarReady™
 I’d like to arrange a complimentary follow on
meeting with WebAttract

Questions?
Mike Agron
WebAttract
www.webattract.com
Joe Pulizzi
Moderator
www.contentmarketinginstitute.com

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

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