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© 2014 WEBATTRACT
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady
How W...
© 2014 WEBATTRACT
For Webinar and Demand Gen Professionals
1. How attendees move through the
buying cycle
2. Strategies an...
© 2014 WEBATTRACT
Did the Webinar Move Attendees Intent to Purchase?
# Measuring How Webinars Influence the Sales Cycle
1 ...
© 2014 WEBATTRACT
Recommended Complimentary Content
WebAttract
WebinarReady™
A Step-by-Step Guide to
Hosting Successful We...
© 2014 WEBATTRACT
How Webinars Move Customers
Through the Sales Cycle
Setting the Stage to Optimize Outcomes
5 Case Studie...
© 2014 WEBATTRACT
© 2014 WEBATTRACT
Which of These Outcomes
Are You Trying to Achieve?
Raise Awareness Promote Thought Leadership Drive Sales
© 2014 WEBATTRACT
Your Challenge?
Create an
engaging event to
corral & spur
people to have a
1:1 conversation
& become you...
© 2014 WEBATTRACT
Generate Leads by Delivering Engaging Webinars that Attract
and Convert Prospects into Advocates and Cus...
© 2014 WEBATTRACT
Today B2B Buyers Journey is Done Online
“No Thanks, I’m Just Looking”
COPYRIGHT 2014 WEBATTRACT
Content vs. Traditional Marketing
Informational vs. Sales Pitch
Case Study Product Centric
Best...
© 2014 WEBATTRACT
Webinars Are Magnets for Attracting Prospects
Who Are Ripe To Become Your Customers
Better Outcomes
Pain...
COPYRIGHT 2014 WEBATTRACT
Why You Must Embrace Disruption
COPYRIGHT 2014 WEBATTRACT
Disruptive Markets and Industry Shifts Provide
• Story Telling Beyond Sound Bites
• Highlight I...
© 2014 WEBATTRACT
Who Is A Thought Leader?
(Mitchell Levy’s Definition)
Others RECOGNIZE you as an EXPERT in your space
an...
© 2014 WEBATTRACT
Case Study:
Business Improvement
How To - Tutorial
Standards & Compliance
Popular B2B Thought Leadership...
© 2014 WEBATTRACT
GREAT
CONTENT!
Case
Studies
Industry
Analysts
Clients
Partners
Publishers
Editors
Authors
White
Papers
W...
© 2014 WEBATTRACT
Don’t Forget About Your Audience!
© 2014 WEBATTRACT
The 6 Key Webinar KPI’s:
Before, During and After
Click Thru
Ratio or CTR
Attendee
Ratio or AR
Online Po...
COPYRIGHT 2014 WEBATTRACT
What Does It Measure? What Does It Predict?
Percent of People
People who Register
Click to Regi...
© 2014 WEBATTRACT
© 2014 WEBATTRACT
Case Study #1
Attract and educate a diverse group of health-based
decision makers on new reimbursement o...
© 2014 WEBATTRACT
• Embraced Industry Disruption
• Educated a Diverse Audience of
Decision Makers & Physicians
• Roadmap f...
© 2014 WEBATTRACT
Webinar Outcomes
• Registered – 630
• CTR = 53%
• Attended – 402 – 64%
• Attendee Satisfaction – 89%
• I...
© 2014 WEBATTRACT
Case Study #2
Established SMB brand reinvents itself to engage
existing base and attract new customers
© 2014 WEBATTRACT
Sales Unstuck:
How to Get Your Sales Growing, Fast
• SMB Thought Leader
• Tutorial on Selling Strategies...
© 2014 WEBATTRACT
Webinar Outcomes
• Registered – 2127
• CTR – 42%
• Attended – 859 – 40%
• Average Duration – 54 Minutes
...
© 2014 WEBATTRACT
Case Study #3
Align real world issues facing business leaders to
demonstrate the value of cloud-based on...
© 2014 WEBATTRACT
Soar to New Customer Service Heights
with Virtual Call Center Technology
• Client Led Case Study – Trade...
© 2014 WEBATTRACT
Webinar Outcomes
• Registered – 151
• CTR – 42%
• Attended – 69 – 46%
• Registered from 11 Countries
• A...
© 2014 WEBATTRACT
Attract and educate environmental compliance
decision makers on innovative ways to remove
oil and solids...
© 2014 WEBATTRACT
• Beyond Status Quo – Trends & Opportunities
• Industry Expert & Internal Speaker
• Expert Case Study – ...
© 2014 WEBATTRACT
Webinar Outcomes
• Registered – 146
• CTR – 28%
• Attended – 72 – 49%
• Attendee Satisfaction – 95%
• Po...
© 2014 WEBATTRACT
How an online publisher uses thought leaders to
educate audiences on highly technical and timely topics
...
© 2014 WEBATTRACT
© 2014 WEBATTRACT
Webinar Outcomes
• 8340 Registered (June 2011 – June 2014 for 15 webinars)
• Avg. CTR – 48%
• 3849 Atten...
© 2014 WEBATTRACT
47%
24%
24%
5%
Having attended today's Webinar, your plans to purchase
or acquire products or services (...
© 2014 WEBATTRACT
Best Practices & Lessons Learned
• Thought leaders to keep decision makers in the know
• Content is a “m...
© 2014 WEBATTRACT
The 3 Biggest Webinar Myths
© 2014 WEBATTRACT
How Webinars Move Customers Through the Sales Cycle
# Measuring Webinar Effectiveness
1 Close new deals
...
© 2014 WEBATTRACT
My Call to Action to Get Started
1. Identify market trends, disruptions, & challenges
2. Brainstorm and ...
COPYRIGHT 2014 WEBATTRACT
Methodology
Best Practices
Metrics
Getting WebinarReady™
Complimentary Copy
WebinarReady™
A Ste...
© 2014 WEBATTRACT
To Continue the Conversation
WebAttract Thought Leadership Webinars and Webcasts
www.webattract.com or m...
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Webinars Customers through the Sales Cycle

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Webinars Customers through the Sales Cycle

  1. 1. © 2014 WEBATTRACT Mike Agron Co-Founder Executive Webinar Producer WebAttract, LLC mike@webattract.com @WebinarReady How Webinars Move Customers Through the Sales Cycle Based on Actual Case Studies
  2. 2. © 2014 WEBATTRACT For Webinar and Demand Gen Professionals 1. How attendees move through the buying cycle 2. Strategies and Best Practices to ensure predictable outcomes 3. Critical KPI’s to track before, during and after the webinar
  3. 3. © 2014 WEBATTRACT Did the Webinar Move Attendees Intent to Purchase? # Measuring How Webinars Influence the Sales Cycle 1 Close new deals 2 Convert prospects into customers 3 Enable up-sell & cross-sell to existing base 4 Increase sales pipeline 5 Thought leadership puts you on the map as a viable player 6 Reach new markets & geographies
  4. 4. © 2014 WEBATTRACT Recommended Complimentary Content WebAttract WebinarReady™ A Step-by-Step Guide to Hosting Successful Webinars Content Marketing Institute Adobe Connect Research Report
  5. 5. © 2014 WEBATTRACT How Webinars Move Customers Through the Sales Cycle Setting the Stage to Optimize Outcomes 5 Case Studies – Best Practices - Metrics Tips for Pulling it Altogether Your Turn – Q/A
  6. 6. © 2014 WEBATTRACT
  7. 7. © 2014 WEBATTRACT Which of These Outcomes Are You Trying to Achieve? Raise Awareness Promote Thought Leadership Drive Sales
  8. 8. © 2014 WEBATTRACT Your Challenge? Create an engaging event to corral & spur people to have a 1:1 conversation & become your customer!
  9. 9. © 2014 WEBATTRACT Generate Leads by Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers Attract Engage Convert
  10. 10. © 2014 WEBATTRACT Today B2B Buyers Journey is Done Online “No Thanks, I’m Just Looking”
  11. 11. COPYRIGHT 2014 WEBATTRACT Content vs. Traditional Marketing Informational vs. Sales Pitch Case Study Product Centric Best Practices – Lessons Learned Features - Benefits Business Value, Metrics, ROI Pricing Educates and makes buyers more intelligent with the objective of driving profitable customer action
  12. 12. © 2014 WEBATTRACT Webinars Are Magnets for Attracting Prospects Who Are Ripe To Become Your Customers Better Outcomes Pain Points - Questions Actively Looking for a Solution OR
  13. 13. COPYRIGHT 2014 WEBATTRACT Why You Must Embrace Disruption
  14. 14. COPYRIGHT 2014 WEBATTRACT Disruptive Markets and Industry Shifts Provide • Story Telling Beyond Sound Bites • Highlight Innovative Solutions • Promote Thought Leadership
  15. 15. © 2014 WEBATTRACT 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
  16. 16. © 2014 WEBATTRACT Case Study: Business Improvement How To - Tutorial Standards & Compliance Popular B2B Thought Leadership Webinar Themes
  17. 17. © 2014 WEBATTRACT GREAT CONTENT! Case Studies Industry Analysts Clients Partners Publishers Editors Authors White Papers Where Do You Find Great Content?
  18. 18. © 2014 WEBATTRACT Don’t Forget About Your Audience!
  19. 19. © 2014 WEBATTRACT The 6 Key Webinar KPI’s: Before, During and After Click Thru Ratio or CTR Attendee Ratio or AR Online Polls Exit Surveys Audience Retention On Demand Viewings ©2012, WebAttract LLC
  20. 20. COPYRIGHT 2014 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 Click Thru Ratio (CTR) Is The Gold Standard < 20 % 25 % +/- 35 % +
  21. 21. © 2014 WEBATTRACT
  22. 22. © 2014 WEBATTRACT Case Study #1 Attract and educate a diverse group of health-based decision makers on new reimbursement options for telehealth services to drive product sales
  23. 23. © 2014 WEBATTRACT • Embraced Industry Disruption • Educated a Diverse Audience of Decision Makers & Physicians • Roadmap for Successfully Coding Telehealth Services • Industry Expert Discussed How these Codes Favorably Impact Medical Loss Ratio Advancing Remote Patient Monitoring through New Coding Options Health Buddy Telehealth Solution
  24. 24. © 2014 WEBATTRACT Webinar Outcomes • Registered – 630 • CTR = 53% • Attended – 402 – 64% • Attendee Satisfaction – 89% • Increased sales pipeline • Thought leadership viability The Bosch Webinar Leadership Series is Now a Cornerstone of Their Modern Content Marketing at Robert Bosch Healthcare
  25. 25. © 2014 WEBATTRACT Case Study #2 Established SMB brand reinvents itself to engage existing base and attract new customers
  26. 26. © 2014 WEBATTRACT Sales Unstuck: How to Get Your Sales Growing, Fast • SMB Thought Leader • Tutorial on Selling Strategies • Breaking the Double Helix Trap • Free Tips - Sample Email Letter • Managing Social Media • Clear Call to Action The Double Helix Trap Barry Moltz Consultant – Author - Entrepreneur
  27. 27. © 2014 WEBATTRACT Webinar Outcomes • Registered – 2127 • CTR – 42% • Attended – 859 – 40% • Average Duration – 54 Minutes • Attendee Satisfaction – 92% • 171 Requested 1:1 Meetings Post webinar voice prospecting follow up calls yielded sales conversations to discuss and up sell Dex One’s Social Media Reputation Management program
  28. 28. © 2014 WEBATTRACT Case Study #3 Align real world issues facing business leaders to demonstrate the value of cloud-based on –demand contact center technology
  29. 29. © 2014 WEBATTRACT Soar to New Customer Service Heights with Virtual Call Center Technology • Client Led Case Study – Trade Card • Spoke to Audience Pain Points • Shared Business Outcomes • Flexible deployment • 99.99% reliability • Freed IT for other projects • Validated Out-of-Box CRM Integration No Selling
  30. 30. © 2014 WEBATTRACT Webinar Outcomes • Registered – 151 • CTR – 42% • Attended – 69 – 46% • Registered from 11 Countries • Attendee to Buyer < 2 Weeks • Moved 4 Attendees Up the Funnel Because an actual customer spoke to business value, a prospect who was on the fence called immediately after the webinar and asked her rep for a demo which resulted in signing a recurring annual service agreement
  31. 31. © 2014 WEBATTRACT Attract and educate environmental compliance decision makers on innovative ways to remove oil and solids from water to drive new sales Case Study #4
  32. 32. © 2014 WEBATTRACT • Beyond Status Quo – Trends & Opportunities • Industry Expert & Internal Speaker • Expert Case Study – TCO “Oil/Water Separation” • Compliant Best Practices to Avoid Fines & Citations • Delivered on Invitation Promises Separating the Contenders from the Pretenders in the World of Oil/Water Separation
  33. 33. © 2014 WEBATTRACT Webinar Outcomes • Registered – 146 • CTR – 28% • Attended – 72 – 49% • Attendee Satisfaction – 95% • Post Sales & Nurturing They were selected by an attendee (unknown to them) to provide their solution for the first US nuclear facility to be built in over 3 decades resulting in a 7 figure sale!
  34. 34. © 2014 WEBATTRACT How an online publisher uses thought leaders to educate audiences on highly technical and timely topics that move the purchasing needle for its sponsors Case Study #5
  35. 35. © 2014 WEBATTRACT
  36. 36. © 2014 WEBATTRACT Webinar Outcomes • 8340 Registered (June 2011 – June 2014 for 15 webinars) • Avg. CTR – 48% • 3849 Attended = 46% Attendance Ratio • Over 60 countries register per webinar • 1902 OD Viewings of which 401 were fresh new leads • Average time in session = 80 mins. of a 90 minute webinar • Average satisfaction = 94%
  37. 37. © 2014 WEBATTRACT 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 Intent to Purchase?
  38. 38. © 2014 WEBATTRACT Best Practices & Lessons Learned • Thought leaders to keep decision makers in the know • Content is a “must have” vs. “nice to have ” • Keep the conversations fluid, on track and engaging • Design with 2 Ask the Expert sessions • Debrief sponsors to mine KPI’s • Have a clear call to action
  39. 39. © 2014 WEBATTRACT The 3 Biggest Webinar Myths
  40. 40. © 2014 WEBATTRACT How Webinars Move Customers Through the Sales Cycle # Measuring Webinar Effectiveness 1 Close new deals 2 Converts prospects into customers 3 Enables up-sell & cross-sell to existing base 4 Increases sales pipeline 5 Thought leadership puts you on the map as a viable player 6 Reaches new markets & geographies
  41. 41. © 2014 WEBATTRACT My Call to Action to Get Started 1. Identify market trends, disruptions, & challenges 2. Brainstorm and create “must have” topics 3. Chose content you can tell a story around 4. Recruit knowledgeable & passionate speakers 5. Use KPI’s before, during & after to measure outcomes 6. Develop a project plan – “If you fail to plan, you plan to fail”
  42. 42. COPYRIGHT 2014 WEBATTRACT Methodology Best Practices Metrics Getting WebinarReady™ Complimentary Copy WebinarReady™ A Step-by-Step Guide to Hosting Successful Webinars
  43. 43. © 2014 WEBATTRACT 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 Fall 2014 Master Webinar Producer Crash Courses and Certification 6 Key Metrics That Impact Webinar Performance & more

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