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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 …

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

Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php

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  • 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. COPYRIGHT 2013 WEBATTRACT What We’re Going to Cover Brand Profile Challenges Objectives Business Outcomes Role of Metrics Success Factors
  • 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. COPYRIGHT 2013 WEBATTRACT Then - Reaching B2B Buyers
  • 5. COPYRIGHT 2013 WEBATTRACT Today - Reaching B2B Buyers is Done Online
  • 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. COPYRIGHT 2013 WEBATTRACT 2013 B2B Content Marketing Budgets & Trends
  • 8. COPYRIGHT 2013 WEBATTRACT Think of a Radio Show With Pictures
  • 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. COPYRIGHT 2013 WEBATTRACT The WebinarReady Life Cycle
  • 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. COPYRIGHT 2013 WEBATTRACT It’s an Ongoing Balancing Act LogisticsBusiness Drivers Human Factors Technology
  • 13. COPYRIGHT 2013 WEBATTRACT CommercialOutcomes Value to Your Audience High Value – High Impact
  • 14. COPYRIGHT 2013 WEBATTRACT Webinar Demand Generation Challenges Attract EngageConvert
  • 15. COPYRIGHT 2013 WEBATTRACT How a training company used a webinar to find and close a MILLION dollar deal
  • 16. COPYRIGHT 2013 WEBATTRACT Challenges Go beyond traditional channels Repurpose 30 years of content Needed fresh new prospects
  • 17. COPYRIGHT 2013 WEBATTRACT Objectives Reinforce HJF thought leadership Promote brand to a broader base 1:1 conversations with decision makers
  • 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. COPYRIGHT 2013 WEBATTRACT
  • 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. COPYRIGHT 2013 WEBATTRACT A Time for Story Telling
  • 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. 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. COPYRIGHT 2013 WEBATTRACT Metrics Key Metrics Results Registered 501 = 39% CTR Attended 270 = 54% AR Satisfaction – Response Rate 91% - 31%
  • 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. COPYRIGHT 2013 WEBATTRACT How a well known technology company used thought leadership to establish a new category
  • 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. COPYRIGHT 2013 WEBATTRACT Challenges Target Multiple Decision Makers Low awareness of category & brand Tight economy impacting budgets
  • 29. COPYRIGHT 2013 WEBATTRACT Objectives Explain technology beyond sound bites Elegantly introduce brand without selling Test efficiency of a webinar
  • 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. COPYRIGHT 2013 WEBATTRACT Message Shaping Ideas During registration “always” ask “What would you like to learn”?
  • 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. 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. COPYRIGHT 2013 WEBATTRACT How a web based analytics firm generated 774 on demand viewings
  • 35. COPYRIGHT 2013 WEBATTRACT Challenges Rise above noise to create visiblity Reach a niche target Feed the demand gen funnel
  • 36. COPYRIGHT 2013 WEBATTRACT Objectives Show thought leadership Achieve 500 registrants Intro audience to online reference tools
  • 37. COPYRIGHT 2013 WEBATTRACT
  • 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. 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. 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. COPYRIGHT 2013 WEBATTRACT ANYBODY CAN DO A MEDIOCRE WEBINAR
  • 42. COPYRIGHT 2013 WEBATTRACT CommercialOutcomes Value to Your Audience High Value – High Impact
  • 43. COPYRIGHT 2013 WEBATTRACT Webinar Demand Generation Challenges Attract EngageConvert
  • 44. COPYRIGHT 2013 WEBATTRACT The WebinarReady Life Cycle
  • 45. COPYRIGHT 2013 WEBATTRACT Methodology Best Practices Metrics The Case for Getting WebinarReady
  • 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. COPYRIGHT 2013 WEBATTRACT Your Turn – Questions & Answers Mike Agron Co-Founder Executive Webinar Producer WebAttract, LLC mike@webattract.com