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Don't Do Just One Webinar - Create a Winning Thought Leadership Series

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This deck was used for a session at the 2013 Content Marketing World. Attending were demand generation professionals who wanted to hear about the business challenges and outcomes of 5 actual B2B case studies,including the rationale for why each brand went beyond doing a "1 off" webinar, and instead, did a webinar series.

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Don't Do Just One Webinar - Create a Winning Thought Leadership Series

  1. 1. @WebinarReady - @cmicontent - #cmworld “Don’t Do Just One Webinar – Create a Winning Thought Leadership Series” Mike Agron Webinar Demand Generation Expert WebAttract, LLC
  2. 2. @WebinarReady - @cmicontent - #cmworld Welcome and Introductions
  3. 3. @WebinarReady - @cmicontent - #cmworld An expert is someone with knowledge on a key topic A thought leader is a recognized expert (go-to person) in their space Mitchell Levy Thought Leader Evangelist & Author #Creating Thought Leaders
  4. 4. @WebinarReady - @cmicontent - #cmworld Thought Leadership Series Educates Prospects Multiple Impressions Nurture Prospects & Customers Capitalize on Your Content Become a Trusted Advisor Attract New Prospects
  5. 5. @WebinarReady - @cmicontent - #cmworld Measuring Webinar Effectiveness # Impact on the Bottom Line 1 Net new deals closed 2 Converting a prospect to a customer 3 Up sell & cross sell to existing base 4 Increase sales pipeline 5 Puts you on the map as a viable player 6 Reach new markets & geographies
  6. 6. @WebinarReady - @cmicontent - #cmworld A Time for Story Telling
  7. 7. @WebinarReady - @cmicontent - #cmworld Think of a Radio Show With Pictures
  8. 8. @WebinarReady - @cmicontent - #cmworld It’s a Mini Theatrical Event ACT I Setting the Stage ACT IV Sound - Go Live! ACT III Content - Practice ACT II Recruit Audience ACT V Post Webinar
  9. 9. @WebinarReady - @cmicontent - #cmworld Methodology Best Practices Metrics Critical Success Factors
  10. 10. @WebinarReady - @cmicontent - #cmworld An Ongoing Balancing Act LogisticsBusiness Drivers Human Factors Technology
  11. 11. @WebinarReady - @cmicontent - #cmworld Effective Webinars are Content Marketing at it’s Best Commercial Outcomes Value to Your Audience
  12. 12. @WebinarReady - @cmicontent - #cmworld • Case Studies of emerging & global brands • Outcomes & Metrics • Best Practices & Lessons Learned What We’re Going to Cover
  13. 13. @WebinarReady - @cmicontent - #cmworld What You’ll Learn • Increase webinar effectiveness for both prospects and customers • Most popular B2B themes for developing a series • Ideas to get started and additional resources • Webinars are the content marketing gift that keeps on giving
  14. 14. @WebinarReady - @cmicontent - #cmworld Webinar Demand Generation Challenges Attract Engage Convert
  15. 15. @WebinarReady - @cmicontent - #cmworld Webinars Are Magnets for Attracting Prospects Who Are Ripe To Become Your Customers Disruption – Pain Points Better Outcomes Actively Looking for a Solution OR
  16. 16. @WebinarReady - @cmicontent - #cmworld Successful Demand Generation Webinars are Content Driven and Well Planned • Disrupted Markets • Disruptive Solution • Passionate Speakers • Measureable Outcomes Status Quo
  17. 17. @WebinarReady - @cmicontent - #cmworld Moderator: Mike Agron, Executive Webinar Producer Jim Ziegler President Ziegler Super Systems Terry Longmore General Manager Beasley Ford Lincoln Apple Automotive Group of York, PA Randy Kobat VP of Strategic Initiatives MPI FEATURED PANEL Case Study: How a Dealership Group Leveraged Service Leads to Increase New Car Sales
  18. 18. @WebinarReady - @cmicontent - #cmworld Case Study: Business Improvement How To - Tutorial Standards & Compliance Popular Webinar Themes
  19. 19. @WebinarReady - @cmicontent - #cmworld How a web based analytics firm augments their demand generation goals
  20. 20. @WebinarReady - @cmicontent - #cmworld Challenges Rise above noise to create visibility Create trust in niche markets Feed the demand gen funnel
  21. 21. @WebinarReady - @cmicontent - #cmworld Objectives Show thought leadership to 5 key markets Achieve 350+ qualified registrants Post webinar - intro audience to online reference tools & solutions
  22. 22. @WebinarReady - @cmicontent - #cmworld Series Highlights Delivered 15 Webinars between June 2010 and Sep 2013 Compliance & Standards = 5 Tutorial/Case Study = 3 Professional Development = 7
  23. 23. @WebinarReady - @cmicontent - #cmworld Outcomes • 6500 Registered (June 2010 – June 2013 for 15 webinars) • 2650 Attended = 41% Attendance Ratio • On Demand = 2206 of which 1473 or 66% New Leads • Average time in session = 54 minutes • Average satisfaction = 91%
  24. 24. @WebinarReady - @cmicontent - #cmworld Best Practices & Lessons Learned • Used well known 3rd party experts to educate and inform engineering executives • Did not overtly promote their own solutions • Created “must have” vs. “nice to have topics” that aligned with market trends • Provided and rotated a balance of themes from tutorials, compliance, and professional development
  25. 25. @WebinarReady - @cmicontent - #cmworld How an established brand was able to reinvent itself & find new leads in a changing market
  26. 26. @WebinarReady - @cmicontent - #cmworld Challenges Market disruption Staying relevant with digital Customer acquisition
  27. 27. @WebinarReady - @cmicontent - #cmworld Objectives Add webinars to marketing mix Educate to foster relationships Position as trusted marketing partner
  28. 28. @WebinarReady - @cmicontent - #cmworld Series Highlights Delivered 15 Tutorial Webinars between April 2010 and April 2012
  29. 29. @WebinarReady - @cmicontent - #cmworld Outcomes • Over 17,500 Registered • Over 8,500 Attended = 49% Attendance Ratio • Registration grew over time from 334 per webinar to 5000 per webinar • Average time in session = 54 minutes • Average satisfaction = 93% • Used online polling to create up-sell opportunities with 20% of attendees
  30. 30. @WebinarReady - @cmicontent - #cmworld Best Practices & Lessons Learned • Offered highly relevant & helpful info to local businesses owners dealing with market disruptions • Not afraid to give away free content • Delivered what they promised and then some • Always had a clear call to action internally & externally • Did lead nurturing post webinar
  31. 31. @WebinarReady - @cmicontent - #cmworld How a well-known technology company used thought leadership to establish a new category
  32. 32. @WebinarReady - @cmicontent - #cmworld Challenges Target multiple decision makers in a small but robust market Low awareness of category & brand Tight economy impacting budgets
  33. 33. @WebinarReady - @cmicontent - #cmworld Objectives Explain technology beyond sound bites Elegantly introduce brand without selling Test efficiency of a webinar
  34. 34. @WebinarReady - @cmicontent - #cmworld Series Highlights Industry Trends – Case Study Thought Leader – Case Study Thought Leader – Tutorial
  35. 35. @WebinarReady - @cmicontent - #cmworld Outcomes • Over 600 Registered • Over 325 Attended = 54% Attendance Ratio • Registration grew over time from 151 to 270 • Average time in session = 53 minutes • Average satisfaction = 95% • Created sales conversations with 15% of attendees • Segmented 80% of leads for nurturing
  36. 36. @WebinarReady - @cmicontent - #cmworld Best Practices & Lessons Learned • Used well known 3rd party experts to tell the story around their disruptive solution • Balanced audience interests between needs of professional caregivers and business goals • Used demonstrable outcomes from client case studies • Invested post webinar in a lead nurturing campaign
  37. 37. @WebinarReady - @cmicontent - #cmworld How a print & online niche publisher builds audience loyalty while monetizing content
  38. 38. @WebinarReady - @cmicontent - #cmworld Series Highlights Delivered 8 Tutorial Webinars between June 2011 and Sep 2013
  39. 39. @WebinarReady - @cmicontent - #cmworld Outcomes • 5200 Registered (June 2011 – May 2013 for 8 webinars) • 2500 Attended = 48% Attendance Ratio • Over 60 countries registered • 1350 OD Viewings of which 300 were fresh new leads • Average time in session = 80 mins. of a 90 minute webinar • Average satisfaction = 94%
  40. 40. @WebinarReady - @cmicontent - #cmworld How Did the Webinar Move Attendees Intent to Purchase? 47% 24% 24% 5% Having attended today's Webinar, your plans to purchase or acquire products or services (26% Response): Increased Was just researching, but now intend to acquire Was just researching and now see no need Decreased
  41. 41. @WebinarReady - @cmicontent - #cmworld Best Practices & Lessons Learned • Informed engineering decision makers with a blend of experts from academia and industry • Content was “must have” vs. “nice to have ” • Used knowledgeable moderators to keep the conversations fluid and engaging • Included 2 Ask the Expert sessions • Debriefed sponsors to mine sales intelligence captured • Had a clear call to action
  42. 42. @WebinarReady - @cmicontent - #cmworld Thought Leadership Series Benefits Multiple Impressions Nurture Prospects & Customers Capitalize on Your Content Become a Trusted Advisor Attract New Prospects
  43. 43. @WebinarReady - @cmicontent - #cmworld How to Get Started 1. Identify market trends, disruptions, challenges, opportunities and then create your audience profile 2. Brainstorm “must have” topics your audience finds of value 3. Create content to tell the story with measureable outcomes 4. Recruit passionate and knowledgeable speakers: industry analysts, authors, editors, clients, partners, etc. 5. Establish desired outcomes, call to action & metrics to measure success 6. Develop a project plan to produce and host your series
  44. 44. @WebinarReady - @cmicontent - #cmworld Methodology Best Practices Metrics Critical Success Factors
  45. 45. @WebinarReady - @cmicontent - #cmworld Effective Webinars are Content Marketing at it’s Best Commercial Outcomes Value to Your Audience
  46. 46. @WebinarReady - @cmicontent - #cmworld To Continue the Conversation An End2End Solution for Webinar Demand Creation On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts) Website & Learning Center, Best Practice Videos www.webattract.com mike@webattract.com 916-804-4703
  47. 47. @WebinarReady - @cmicontent - #cmworld Outcomes & Metrics Metric Benchmark Registration 250 – 1000+ Attendance 100 – 400+ Audience Retention 80% of Peak Audience is still on at start of Q/A Audience Satisfaction 85%+ Met, Above, Exceeded On Demand Viewings “The Content Marketing Gift That Keeps On Giving” 10% - 40% Registration

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