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Part 1: Winning Minds and Markets with
Thought Leadership Webinars
Mike Agron, CEO, WebAttract

Toll-free: 1 877 568 4108
...
© 2014 WEBATTRACT
Winning Minds and Markets With
Thought Leadership Webinar
2 Part Series
Based on Actual Case Study Examples

Mike Agron
Co...
For Professionals Responsible for Demand Gen
Emerging and Global Brands
1. Marketing, business development,
sales, publish...
Part 1- Behind the Scenes - Today

Benefits of a Series Over a “1-off”
B2B & SMB Case Studies Outcomes
Best Practices & Le...
Part 2 - Getting Under the Hood - Next Wednesday

6 Key Metrics for Predictable Outcomes
Tips for Planning a Series
Pullin...
Poll #1
Our use of demand generation webinars is:
(Please select all that apply)






We do “1-off” webinars
We do th...
Who Is A Thought Leader?
(Mitchell Levy’s Definition)
Others RECOGNIZE you as an EXPERT in your space
and seek out your he...
Popular B2B Thought Leadership Webinar Themes
Case Study:
Business Improvement

How To - Tutorial

Standards & Compliance
...
Key Webinar Demand Generation Challenges:

Attract

Engage

Convert

© 2014 WEBATTRACT
The 3 Biggest Webinar Myths

© 2014 WEBATTRACT
Reaching B2B Buyers Today is Done Online

“No Thanks, I’m Just Looking”
© 2014 WEBATTRACT
Webinars Are Magnets for Attracting Prospects
Who Are Ripe To Become Your Customers

OR

Better Outcomes
Pain Points - Que...
Successful Demand Generation Webinars
are Content Driven and Well Planned

•
•
•
•

Disrupted Markets
Disruptive Solution
...
The 3 Biggest Webinar Myths

© 2014 WEBATTRACT
A Time for Story Telling

© 2014 WEBATTRACT
Think of a Radio Show With Pictures

© 2014 WEBATTRACT
The 3 Biggest Webinar Myths

© 2014 WEBATTRACT
Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
Interests
Social Media

DURING WEBINAR
Online polls
Live Q...
Measuring Webinar Effectiveness
#

How Webinars Impact the Bottom Line

1

Net new closed deals

2

Converts a prospect in...
Did the Webinar Move Intent to Purchase?
Having attended today's Webinar, your plans to purchase or acquire
products or se...
Commercial Outcomes

Effective Webinars are Content Marketing at it’s Best

Value to Your Audience
© 2014 WEBATTRACT
How an established brand was able to reinvent
itself & find new leads in a changing market
© 2014 WEBATTRACT
Challenges
Market disruption

Staying relevant with digital

Customer acquisition

© 2014 WEBATTRACT
Objectives
Add webinars to marketing mix

Educate to foster relationships

Position as trusted marketing partner

© 2014 W...
Series Highlights
Delivered 15 Tutorial Webinars between April 2010 and April 2012

© 2014 WEBATTRACT
Metrics & Benchmarks

Outcomes

Registered

17,500

Attended

8500

Attendance Ratio

49%

Avg. Session Time

54 minutes

...
Lessons Learned

#

Key Takeaways

1

Offered highly relevant info to deal with SMB disruptions

2

Not afraid to give awa...
How a well-known technology company
used thought leadership to
establish a new category

© 2014 WEBATTRACT
Challenges
Target multiple decision makers

Low awareness of category & brand

Tight economy impacting budgets

© 2014 WEB...
Objectives
Explain technology beyond sound bites

Introduce brand without selling

Test efficiency of a webinar

© 2014 WE...
Series Highlights
Industry Trends – Case Study

Thought Leader – Case Study

Thought Leader – Tutorial

© 2014 WEBATTRACT
Metrics & Benchmarks

Outcomes

Registered

600

Attended

325

Attendance Ratio

54%

Avg. Session Time

53 minutes

Avg....
Lessons Learned

#

Key Takeaways

1

Used well known 3rd party experts to promote thought leadership

2

Balanced diverse...
How a web based analytics firm augments
their demand generation goals

© 2014 WEBATTRACT
Challenges
Rise above noise to create visibility

Create trust in niche markets

Feed the demand gen funnel

© 2014 WEBATT...
Objectives
Show thought leadership to 5 key markets

Achieve 350+ qualified registrants

Post webinar - Refer audience to ...
Series Highlights
Delivered 16 Webinars between June 2010 and Sep 2013
Compliance & Standards: 6

Tutorial/Case Study: 3

...
Metrics & Benchmarks

Outcomes

Registered

6695

Attended

2721

Attendance Ratio

41%

Avg. Session Time

54 minutes

Av...
Lessons Learned

#

Key Takeaways

1

Used thought leaders to educate and inform executives

2

Did not overly promote the...
Today’s Key Takeaways
#

Strategy

1

If you fail to plan, you plan to fail

2

Embrace disruption and change

3

Breathe ...
Winning Minds and Markets with Thought
Leadership Webinars
Multiple
Impressions

Create
Advocates

Become a Trusted
Adviso...
Part 2 - Getting Under the Hood - Next Wednesday

6 Key Metrics for Predictable Outcomes
Tips for Planning a Series
Pullin...
Poll #2
To learn more and continue the conversation:
(Please select all that apply)

 Send me my complimentary download o...
To Continue the Conversation
WebAttract Thought Leadership Webinars and Webcasts

www.webattract.com or mike@webattract.co...
Thank You!
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Part 1 - Winning Minds and Markets with Thought Leadership Webinars

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Webinars are a top B2B marketing tactic, but rather than simply doing a one-off webinar, you should consider a multi-webinar strategy for ongoing success.

In this 2-part series, I examine emerging and global brands that have developed a winning thought leadership webinar series and then go behind the scenes for a look at the metrics and methods that made them work.

In Part 1, I focus on the "why" of this topic and reveal the benefits of a series over a "1-off" webinar, provide 3 actual case studies of B2B and SMB outcomes, and share best pracites and lessons learned.

In Part 2, I drill down into the "how" by discussing how 2 well known technology companies, (Intel and GE) created Care Innovations, and how they leveraged thought leadership to establish a new category and capture sales leads.

I also cover off on 6 key metrics for delivering predictable outcomes, and close off with some planning tips to pull it all together.

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Transcript of "Part 1 - Winning Minds and Markets with Thought Leadership Webinars"

  1. 1. Part 1: Winning Minds and Markets with Thought Leadership Webinars Mike Agron, CEO, WebAttract Toll-free: 1 877 568 4108 Access Code: 202-283-206 Audio PIN: Shown after joining the Webinar
  2. 2. © 2014 WEBATTRACT
  3. 3. Winning Minds and Markets With Thought Leadership Webinar 2 Part Series Based on Actual Case Study Examples Mike Agron Co-Founder Executive Webinar Producer WebAttract, LLC mike@webattract.com @WebinarReady Citrix - WebAttract A Step-by-Step Guide to Hosting Successful Webinars © 2014 WEBATTRACT
  4. 4. For Professionals Responsible for Demand Gen Emerging and Global Brands 1. Marketing, business development, sales, publishers and entrepreneurs 2. Drive fresh new sales leads, brand awareness and thought leadership 3. Anyone involved in planning webinars looking for better outcomes © 2014 WEBATTRACT
  5. 5. Part 1- Behind the Scenes - Today Benefits of a Series Over a “1-off” B2B & SMB Case Studies Outcomes Best Practices & Lessons Learned © 2014 WEBATTRACT
  6. 6. Part 2 - Getting Under the Hood - Next Wednesday 6 Key Metrics for Predictable Outcomes Tips for Planning a Series Pulling it All Together for the WIN © 2014 WEBATTRACT
  7. 7. Poll #1 Our use of demand generation 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 © 2014 WEBATTRACT
  8. 8. 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
  9. 9. Popular B2B Thought Leadership Webinar Themes Case Study: Business Improvement How To - Tutorial Standards & Compliance © 2014 WEBATTRACT
  10. 10. Key Webinar Demand Generation Challenges: Attract Engage Convert © 2014 WEBATTRACT
  11. 11. The 3 Biggest Webinar Myths © 2014 WEBATTRACT
  12. 12. Reaching B2B Buyers Today is Done Online “No Thanks, I’m Just Looking” © 2014 WEBATTRACT
  13. 13. Webinars Are Magnets for Attracting Prospects Who Are Ripe To Become Your Customers OR Better Outcomes Pain Points - Questions Actively Looking for a Solution © 2014 WEBATTRACT
  14. 14. Successful Demand Generation Webinars are Content Driven and Well Planned • • • • Disrupted Markets Disruptive Solution Passionate Speakers Measureable Outcomes © 2014 WEBATTRACT
  15. 15. The 3 Biggest Webinar Myths © 2014 WEBATTRACT
  16. 16. A Time for Story Telling © 2014 WEBATTRACT
  17. 17. Think of a Radio Show With Pictures © 2014 WEBATTRACT
  18. 18. The 3 Biggest Webinar Myths © 2014 WEBATTRACT
  19. 19. 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 © 2014 WEBATTRACT
  20. 20. Measuring Webinar Effectiveness # How Webinars Impact the Bottom Line 1 Net new closed deals 2 Converts a prospect into a customer 3 Enables up-sell & cross-sell to existing base 4 Increases sales pipeline 5 Puts you on the map as a viable player 6 Reaches new markets & geographies © 2014 WEBATTRACT
  21. 21. Did the Webinar Move Intent to Purchase? Having attended today's Webinar, your plans to purchase or acquire products or services (26% Response): 47% Increased Q&A 24% Mid Point 5% Was just researching, but now intend to acquire Was just researching and now see no need Decreased 24% © 2014 WEBATTRACT
  22. 22. Commercial Outcomes Effective Webinars are Content Marketing at it’s Best Value to Your Audience © 2014 WEBATTRACT
  23. 23. How an established brand was able to reinvent itself & find new leads in a changing market © 2014 WEBATTRACT
  24. 24. Challenges Market disruption Staying relevant with digital Customer acquisition © 2014 WEBATTRACT
  25. 25. Objectives Add webinars to marketing mix Educate to foster relationships Position as trusted marketing partner © 2014 WEBATTRACT
  26. 26. Series Highlights Delivered 15 Tutorial Webinars between April 2010 and April 2012 © 2014 WEBATTRACT
  27. 27. Metrics & Benchmarks Outcomes Registered 17,500 Attended 8500 Attendance Ratio 49% Avg. Session Time 54 minutes Avg. Satisfaction 93% Used online polling to create upsell opportunities Over 20% uptake with attendees © 2014 WEBATTRACT
  28. 28. Lessons Learned # Key Takeaways 1 Offered highly relevant info to deal with SMB disruptions 2 Not afraid to give away content and lots of it 3 Delivered on what they promised 4 Always had a clear call to action internally and externally 5 Did lead nurturing post webinar © 2014 WEBATTRACT
  29. 29. How a well-known technology company used thought leadership to establish a new category © 2014 WEBATTRACT
  30. 30. Challenges Target multiple decision makers Low awareness of category & brand Tight economy impacting budgets © 2014 WEBATTRACT
  31. 31. Objectives Explain technology beyond sound bites Introduce brand without selling Test efficiency of a webinar © 2014 WEBATTRACT
  32. 32. Series Highlights Industry Trends – Case Study Thought Leader – Case Study Thought Leader – Tutorial © 2014 WEBATTRACT
  33. 33. Metrics & Benchmarks Outcomes Registered 600 Attended 325 Attendance Ratio 54% Avg. Session Time 53 minutes Avg. Satisfaction 95% Segmented Leads for Nurturing Over 80 % - 20% Went to Account Managers – 60% Nurturing © 2014 WEBATTRACT
  34. 34. Lessons Learned # 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 marketing © 2014 WEBATTRACT
  35. 35. How a web based analytics firm augments their demand generation goals © 2014 WEBATTRACT
  36. 36. Challenges Rise above noise to create visibility Create trust in niche markets Feed the demand gen funnel © 2014 WEBATTRACT
  37. 37. Objectives Show thought leadership to 5 key markets Achieve 350+ qualified registrants Post webinar - Refer audience to online reference tools & solutions © 2014 WEBATTRACT
  38. 38. Series Highlights Delivered 16 Webinars between June 2010 and Sep 2013 Compliance & Standards: 6 Tutorial/Case Study: 3 Professional Development: 7 © 2014 WEBATTRACT
  39. 39. Metrics & Benchmarks Outcomes Registered 6695 Attended 2721 Attendance Ratio 41% Avg. Session Time 54 minutes Avg. Satisfaction 91% On Demand Viewings 2308 or 24% Registered Fresh New Sales Leads from On Demand Viewings 1558 or 67% of Registered © 2014 WEBATTRACT
  40. 40. Lessons Learned # Key Takeaways 1 Used thought leaders to educate and inform executives 2 Did not overly promote their own offerings 3 Focused content on “must have” vs. “nice to have” 4 Leveraged industry disruptions to attract and engage 5 Rotated themes from tutorials, compliance and professional © 2014 WEBATTRACT
  41. 41. Today’s Key Takeaways # Strategy 1 If you fail to plan, you plan to fail 2 Embrace disruption and change 3 Breathe life and tell a great story around static content 4 Use passionate 3rd party experts aka thought leaders 5 Give to get vs. get to give 6 Have a call to action before, during and after © 2014 WEBATTRACT
  42. 42. Winning Minds and Markets with Thought Leadership Webinars Multiple Impressions Create Advocates Become a Trusted Advisor Nurture Prospects to Become Customers Content Marketing at its Best © 2014 WEBATTRACT
  43. 43. Part 2 - Getting Under the Hood - Next Wednesday 6 Key Metrics for Predictable Outcomes Tips for Planning a Series Pulling it Altogether for the Win © 2014 WEBATTRACT
  44. 44. Poll #2 To learn more and continue the conversation: (Please select all that apply)  Send me my complimentary download of WebinarReady™  I’d like to arrange a complimentary follow on meeting with WebAttract  Please send me info on the OMI Master Webinar Producer Crash Courses & Certification © 2014 WEBATTRACT
  45. 45. 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 Coming Soon…. Master Webinar Producer Crash Courses and Certification See You Next Week Part 2: Getting Under the Hood Wednesday Feb. 12, 2014 © 2014 WEBATTRACT
  46. 46. Thank You!
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