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ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content
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ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content


Presented at the ASAE Tech13 Conference in Washington, DC on Thursday, December 5th, 2013. …

Presented at the ASAE Tech13 Conference in Washington, DC on Thursday, December 5th, 2013.

Learn how one organization generated 6-figure revenue from an integrated approach to sponsored webinars and buyers guide. Walk away with tips on how to bring professionals together year round through expert content. Learn how suppliers can leverage their most important marketing assets, and how by managing the supplier relationship you can create sustainable revenue while protecting the brand of your association.

Published in Business , Technology
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    No notes for slide
  • Rick introduces self and Dawn, then Dawn starts slides
  • Keep the focus on the problem, what things were like in 2001-2011;
  • Dawn - ASTD is organized into 9 Communities of Practice, each run by a dedicated Community Manager. Each COP varies widely in size, age, participation rates, and supplier base
  • Dawn transition to Rick here
  • Now we’ve created the platform for our program, so Dawn will talk about the association’s responsibilities to execute – find content, build the audience through marketing, and engage suppliers
  • In-house experts
  • ASTD uses a single sales team for all sponsor products. This has advantages, and some potential issues that must be avoided.
  • Dawn can introduce the results from the association’s perspective, then hand over to Rick for details
  • 409 total listeners based on audience polls of attendees sharing a single connection53 recording views within 30 days


  • 1. Generate Six-figure Non-dues Revenue Through Content Thursday, Dec 05 9:00AM - 10 :00A M H ashtag: #tech 13 LB 1 D a w n B a r o n , A m e r i c a n S o c i e t y f o r Tr a i n i n g & D e v e l o p m e n t Rick Borry, Webvent @techconf #tech13 LB1
  • 2. For Today • American Society for Training & Development (ASTD) • Background • Expansion of Webinar and Buyers Guide Programs • Network Model Theory • Results • Lessons Learned • Key Takeaways @techconf #tech13 LB1
  • 3. American Society for Training & Development @techconf #tech13 LB1
  • 4. Problem • Existing webinar and buyers guide programs drained internal resources and lacked customer-supplier connection. • These trends affected both member interest and revenue potential. @techconf #tech13 LB1
  • 5. ASTD Communities of Practice
  • 6. Large team in multiple locations @techconf #tech13 LB1
  • 8. ASTD “Watch & Learn” consolidated webinar program @techconf #tech13 LB1
  • 9. Webinar connects participants and suppliers through content @techconf #tech13 LB1
  • 10. Sponsor pages keep traffic within Buyers Guide @techconf #tech13 LB1
  • 11. Buyers Guide drives audience supplier connection @techconf #tech13 LB1
  • 12. Sponsors expand company profile pages with relevant content:
  • 13. Network model reduces workload • Division of labor: • Host Panelists • Moderator • Presenter Content Participants • Sponsor Sales Sponsors • 6-10 hours per webcast • People = Email • Sponsor = Web address @techconf #tech13 LB1
  • 14. 70 administrators… 1 interface
  • 16. Find content… everywhere • • • • • • • • • • Book authors Conference speakers Consultants Thought leaders Sponsors Award winners Partners International Academia Industry research @techconf #tech13 LB1
  • 17. Build your audience • Regular e-mail program • Segment audience • International • Government • Sales Training • Co-promotion • Presenters • Partners • Sponsors • Track Results
  • 18. Engage suppliers Integrated Sales Approach Potential Issues: • Product overload • Control your brand • Sales training • Unified messaging • Overwhelm sponsors • “Big Picture” strategy • Create sponsor packages • Know your supplier base • Orphan opportunities • $10K webinars vs. $1K company profiles @techconf #tech13 LB1
  • 19. RESULTS
  • 20. Efficiency allows volume growth @techconf #tech13 LB1
  • 21. Increased participation = revenue @techconf #tech13 LB1
  • 22. Typical sponsored webinar “pipeline” Invitations • 10,000 email invitations Registrations • 311 live connections Attendees Information Requests • 742 registrants • 409 total listeners • 53 recording views • 137 whitepaper requests • 49 product demo requests Demos @techconf #tech13 LB1
  • 23. Webinar audience drives Buyers Guide traffic @techconf #tech13 LB1
  • 24. Traffic increases revenue @techconf #tech13 LB1
  • 26. Lessons Learned • Single system • Division of labor • Experiment: test, measure, repeat • Don’t break what works • Process & checklists • Intentional and ongoing marketing support • Specialized sales efforts, within unified sales approach @techconf #tech13 LB1
  • 27. ASTD Webcasts & Buyers Guide: • Brings professionals together through expert webinars • Connects suppliers to their audience with an integrated buyers’ guide • Sales team works within existing advertiser and sponsor relationships – unified supplier engagement • Generates 6-figure recurring revenue from sponsored webinars and buyers guide @techconf #tech13 LB1
  • 28. Contact Us • Dawn Baron – • Rick Borry – • Reference Links: • Webcasts: • Buyers Guide: • ASTD Case Study Infographic: @techconf #tech13 LB1