COPYRIGHT 2013
WEBATTRACT
How 3 Brands Used Webinars to
Drive New Business
Mike Agron
Co-Founder & Author
WebAttract, LLC...
COPYRIGHT 2013
WEBATTRACT
What We’re Going to Cover
Brand
Profile
Challenges Objectives
Business
Outcomes
Role of
Metrics...
COPYRIGHT 2013
WEBATTRACT
What We Want You To Walk Away With
• Webinar effectiveness on business impact
• How a proven me...
COPYRIGHT 2013
WEBATTRACT
Then - Reaching B2B Buyers
COPYRIGHT 2013
WEBATTRACT
Today - Reaching B2B Buyers is Done Online
COPYRIGHT 2013
WEBATTRACT
Content Marketing Makes Buyers
More Intelligent
Informational vs. Sales Pitch
Case Study Produc...
COPYRIGHT 2013
WEBATTRACT
2013 B2B Content Marketing Budgets & Trends
COPYRIGHT 2013
WEBATTRACT
Think of a Radio Show With Pictures
COPYRIGHT 2013
WEBATTRACT
It’s a Mini Theatrical Event
From Let’s Go to Go Live!
Budget 6-8 Weeks
ACT I
Setting the Stage...
COPYRIGHT 2013
WEBATTRACT
The WebinarReady Life Cycle
COPYRIGHT 2013
WEBATTRACT
Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
Interests
Social Media DURING W...
COPYRIGHT 2013
WEBATTRACT
It’s an Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology
COPYRIGHT 2013
WEBATTRACT
CommercialOutcomes
Value to Your Audience
High Value – High Impact
COPYRIGHT 2013
WEBATTRACT
Webinar Demand Generation Challenges
Attract
EngageConvert
COPYRIGHT 2013
WEBATTRACT
How a training company used a webinar to
find and close a MILLION dollar deal
COPYRIGHT 2013
WEBATTRACT
Challenges
Go beyond traditional channels
Repurpose 30 years of content
Needed fresh new prospe...
COPYRIGHT 2013
WEBATTRACT
Objectives
Reinforce HJF thought leadership
Promote brand to a broader base
1:1 conversations w...
COPYRIGHT 2013
WEBATTRACT
Webinars Are Magnets for Attracting Prospects
That Are Ripe To Become Your Customers
Disruption...
COPYRIGHT 2013
WEBATTRACT
thefriedmangroup.com
Shake Up Your Company, Your Store, Your People
And Sales Increases Will Follow
United States · Brazil...
COPYRIGHT 2013
WEBATTRACT
A Time for Story Telling
COPYRIGHT 2013
WEBATTRACT
Business Outcomes
• Closed a Million Dollar sale
• Achieved 3 key objectives
• Started Webinar ...
COPYRIGHT 2013
WEBATTRACT
What Does It Measure? What Does It Predict?
Percent of People
People who Register
Click to Regi...
COPYRIGHT 2013
WEBATTRACT
Metrics
Key Metrics Results
Registered 501 = 39% CTR
Attended 270 = 54% AR
Satisfaction – Respo...
COPYRIGHT 2013
WEBATTRACT
Success Factors
• Matched value prop to recruitment targets
• Used daily tracking to measure pr...
COPYRIGHT 2013
WEBATTRACT
How a well known technology company
used thought leadership to
establish a new category
© 2012 Intel-GE Care Innovations LLC. All rights reserved.
*All other third-party trademarks referenced herein belong to t...
COPYRIGHT 2013
WEBATTRACT
Challenges
Target Multiple Decision Makers
Low awareness of category & brand
Tight economy impa...
COPYRIGHT 2013
WEBATTRACT
Objectives
Explain technology beyond sound bites
Elegantly introduce brand without selling
Test...
COPYRIGHT 2013
WEBATTRACT
47%
22%
18%
13%
Which type of business best describes your community?
Assisted Living
Community...
COPYRIGHT 2013
WEBATTRACT
Message Shaping Ideas
During registration “always” ask “What would you like to learn”?
COPYRIGHT 2013
WEBATTRACT
Business Results & Outcomes
Raising Awareness
Established Thought
Leadership
ROI Case Study
Inc...
COPYRIGHT 2013
WEBATTRACT
Success Factors
• Featured a well known editor as a panelist
• Used subject swaps to optimize r...
COPYRIGHT 2013
WEBATTRACT
How a web based analytics firm
generated 774 on demand viewings
COPYRIGHT 2013
WEBATTRACT
Challenges
Rise above noise to create visiblity
Reach a niche target
Feed the demand gen funnel
COPYRIGHT 2013
WEBATTRACT
Objectives
Show thought leadership
Achieve 500 registrants
Intro audience to online reference t...
COPYRIGHT 2013
WEBATTRACT
NOTE: For Internal Use Only The Audience Won’t
See This. Last Updated 10.14.10 mhaWelcome to
Designing and Verifying Safet...
COPYRIGHT 2013
WEBATTRACT
Key Metrics
On Demand Viewings
431 viewings in first 45 days
Viewing # - % Total Viewings
Total...
COPYRIGHT 2013
WEBATTRACT
Success Factors
• Created must have vs. nice to have topic
• Used subject matter experts to cre...
COPYRIGHT 2013
WEBATTRACT
ANYBODY CAN DO A MEDIOCRE WEBINAR
COPYRIGHT 2013
WEBATTRACT
CommercialOutcomes
Value to Your Audience
High Value – High Impact
COPYRIGHT 2013
WEBATTRACT
Webinar Demand Generation Challenges
Attract
EngageConvert
COPYRIGHT 2013
WEBATTRACT
The WebinarReady Life Cycle
COPYRIGHT 2013
WEBATTRACT
Methodology
Best Practices
Metrics
The Case for Getting WebinarReady
COPYRIGHT 2013
WEBATTRACT
To Continue the Conversation
WebAttract Thought Leadership Webinars and Webcasts
www.webattract...
COPYRIGHT 2013
WEBATTRACT
Your Turn – Questions & Answers
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LL...
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Webinars: How 3 Brands Used Webinars to Drive New Business - Mike Agron

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Inside Sales Virtual Summit - Access all 62 sessions here: http://www.insidesales.com/summit/register-2

Mike Agron - Co-Founder & Author at http://www.webattract.com

LinkedIn: http://www.linkedin.com/in/mikeagron
Twitter: https://twitter.com/WebinarReady

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Webinars: How 3 Brands Used Webinars to Drive New Business - Mike Agron

  1. 1. COPYRIGHT 2013 WEBATTRACT How 3 Brands Used Webinars to Drive New Business Mike Agron Co-Founder & Author WebAttract, LLC mike@webattract.com @WebinarReady
  2. 2. COPYRIGHT 2013 WEBATTRACT What We’re Going to Cover Brand Profile Challenges Objectives Business Outcomes Role of Metrics Success Factors
  3. 3. COPYRIGHT 2013 WEBATTRACT What We Want You To Walk Away With • Webinar effectiveness on business impact • How a proven methodology optimizes outcomes • Role of metrics & benchmarks • Challenge the status quo with new ideas • Have your questions answered • Resources to get started
  4. 4. COPYRIGHT 2013 WEBATTRACT Then - Reaching B2B Buyers
  5. 5. COPYRIGHT 2013 WEBATTRACT Today - Reaching B2B Buyers is Done Online
  6. 6. 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
  7. 7. COPYRIGHT 2013 WEBATTRACT 2013 B2B Content Marketing Budgets & Trends
  8. 8. COPYRIGHT 2013 WEBATTRACT Think of a Radio Show With Pictures
  9. 9. COPYRIGHT 2013 WEBATTRACT 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 Checks Go Live! ACT III Content - Practice ACT II Recruit Audience ACT V Post Webinar ©2012, WebAttract LLC
  10. 10. COPYRIGHT 2013 WEBATTRACT The WebinarReady Life Cycle
  11. 11. COPYRIGHT 2013 WEBATTRACT 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
  12. 12. COPYRIGHT 2013 WEBATTRACT It’s an Ongoing Balancing Act LogisticsBusiness Drivers Human Factors Technology
  13. 13. COPYRIGHT 2013 WEBATTRACT CommercialOutcomes Value to Your Audience High Value – High Impact
  14. 14. COPYRIGHT 2013 WEBATTRACT Webinar Demand Generation Challenges Attract EngageConvert
  15. 15. COPYRIGHT 2013 WEBATTRACT How a training company used a webinar to find and close a MILLION dollar deal
  16. 16. COPYRIGHT 2013 WEBATTRACT Challenges Go beyond traditional channels Repurpose 30 years of content Needed fresh new prospects
  17. 17. COPYRIGHT 2013 WEBATTRACT Objectives Reinforce HJF thought leadership Promote brand to a broader base 1:1 conversations with decision makers
  18. 18. COPYRIGHT 2013 WEBATTRACT Webinars Are Magnets for Attracting Prospects That Are Ripe To Become Your Customers Disruption – Pain Points Better Outcomes Actively Looking for a Solution OR
  19. 19. COPYRIGHT 2013 WEBATTRACT
  20. 20. thefriedmangroup.com Shake Up Your Company, Your Store, Your People And Sales Increases Will Follow United States · Brazil · Argentina · Chile · India · New Zealand · Australia South Africa · Colombia · Central America · Mexico 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: 113-306-419
  21. 21. COPYRIGHT 2013 WEBATTRACT A Time for Story Telling
  22. 22. COPYRIGHT 2013 WEBATTRACT Business Outcomes • Closed a Million Dollar sale • Achieved 3 key objectives • Started Webinar Wednesdays • Offering a suite of eLearning modules
  23. 23. COPYRIGHT 2013 WEBATTRACT 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 The #1 Predictable Metric Click Thru Ratio (CTR)
  24. 24. COPYRIGHT 2013 WEBATTRACT Metrics Key Metrics Results Registered 501 = 39% CTR Attended 270 = 54% AR Satisfaction – Response Rate 91% - 31%
  25. 25. COPYRIGHT 2013 WEBATTRACT Success Factors • Matched value prop to recruitment targets • Used daily tracking to measure progress • Informed rather than sold • Gave valuable content to get interest • Leveraged disruptive nature of retail to go beyond the status quo • Clear call to action via tips & resources
  26. 26. COPYRIGHT 2013 WEBATTRACT How a well known technology company used thought leadership to establish a new category
  27. 27. © 2012 Intel-GE Care Innovations LLC. All rights reserved. *All other third-party trademarks referenced herein belong to their respective owners. Monitoring Technology Provides Vital Information to Help Boost Community Service Levels and Occupancy Rates Tuesday, June 26, 2012 DHF-XXXX, Rev. 0.0 9 am – 10 am Pacific 10am – 11 am Mountain 1 1 am – noon Central Noon – 1 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: Please select Use Audio Mode Use Telephone after joining the Webinar. US/Canada attendees dial +1 (832) 225-5864 Access Code 232-327-683 Need Technical Assistance? Submit a question via your “Questions” pane, or contact GoToWebinar at: 1-800-263-6317 Select options 2,1,1
  28. 28. COPYRIGHT 2013 WEBATTRACT Challenges Target Multiple Decision Makers Low awareness of category & brand Tight economy impacting budgets
  29. 29. COPYRIGHT 2013 WEBATTRACT Objectives Explain technology beyond sound bites Elegantly introduce brand without selling Test efficiency of a webinar
  30. 30. COPYRIGHT 2013 WEBATTRACT 47% 22% 18% 13% Which type of business best describes your community? Assisted Living Community Other CCRC Senior Retirement Community Metrics - Validating Audience Profile
  31. 31. COPYRIGHT 2013 WEBATTRACT Message Shaping Ideas During registration “always” ask “What would you like to learn”?
  32. 32. COPYRIGHT 2013 WEBATTRACT Business Results & Outcomes Raising Awareness Established Thought Leadership ROI Case Study Increase Downloads & Web Activity On Demand Views New Sales Prospects “Hot List” for AMs Bucket #1 Engaged with Sales (15 – 20%) Bucket #2 Nurturing Sales Funnel (80%) Bucket #3 Non-qualified or opted out Data Mining Insight for Establishing New Conversations Instant Add of High Quality Contacts Webinar Now a Sales Tool - #3 Go Live! 6.5.13 One Deal Will More Than Pay For the Webinar Investment
  33. 33. COPYRIGHT 2013 WEBATTRACT Success Factors • Featured a well known editor as a panelist • Used subject swaps to optimize registration • Balanced needs of professional caregivers vs. business concerns • Resisted pitching product or overt sales tactics • Professional moderator drove sound checks, dress rehearsals and go live!
  34. 34. COPYRIGHT 2013 WEBATTRACT How a web based analytics firm generated 774 on demand viewings
  35. 35. COPYRIGHT 2013 WEBATTRACT Challenges Rise above noise to create visiblity Reach a niche target Feed the demand gen funnel
  36. 36. COPYRIGHT 2013 WEBATTRACT Objectives Show thought leadership Achieve 500 registrants Intro audience to online reference tools
  37. 37. COPYRIGHT 2013 WEBATTRACT
  38. 38. NOTE: For Internal Use Only The Audience Won’t See This. Last Updated 10.14.10 mhaWelcome to Designing and Verifying Safety Instrumented Systems 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 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
  39. 39. COPYRIGHT 2013 WEBATTRACT Key Metrics On Demand Viewings 431 viewings in first 45 days Viewing # - % Total Viewings 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.
  40. 40. COPYRIGHT 2013 WEBATTRACT Success Factors • Created must have vs. nice to have topic • Used subject matter experts to create story arc • Promoted thought leadership, no selling • 97% of attendees said it met or exceeded • Had a clear internal call to action to schedule 40 post webinar meetings
  41. 41. COPYRIGHT 2013 WEBATTRACT ANYBODY CAN DO A MEDIOCRE WEBINAR
  42. 42. COPYRIGHT 2013 WEBATTRACT CommercialOutcomes Value to Your Audience High Value – High Impact
  43. 43. COPYRIGHT 2013 WEBATTRACT Webinar Demand Generation Challenges Attract EngageConvert
  44. 44. COPYRIGHT 2013 WEBATTRACT The WebinarReady Life Cycle
  45. 45. COPYRIGHT 2013 WEBATTRACT Methodology Best Practices Metrics The Case for Getting WebinarReady
  46. 46. COPYRIGHT 2013 WEBATTRACT To Continue the Conversation WebAttract Thought Leadership Webinars and Webcasts www.webattract.com mike@webattract.com or @WebinarReady +1.916.804.4703 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”
  47. 47. COPYRIGHT 2013 WEBATTRACT Your Turn – Questions & Answers Mike Agron Co-Founder Executive Webinar Producer WebAttract, LLC mike@webattract.com
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