Today, more than ever, webinar attendees are on a journey to become better educated to make more informed decisions. A well-executed marketing webinar can help product managers attract an audience to become healthy customers and advocates. But to be effective, you must first attract and engage those with symptoms your solution can treat. Join this live session with Mike Agron, expert webinar practitioner and co-founder of WebAttract, to discover five pain-free ways to fill your webinar waiting room with the right audience. After the presentation, we will open the floor for an interactive Q&A so that you can begin to apply these insights. Attend this interactive webinar to learn how to: Choose a relevant topic Use industry disruptions to your advantage Develop an audience profile that aligns with your value prop Increase engagement with external speakers Gather life cycle intelligence to determine sales readiness Bonus: All attendees will receive a free copy of WebinarReady – A Step-by-Step Guide to Hosting Successful Webinars. About the Speaker Mike Agron is the executive webinar producer for WebAttract, which he co-founded in 2008. WebAttract provides professional production and training services for marketing professionals who want to excel at using webinars for achieving their demand generation goals. He is an award-winning author, frequent guest speaker on webinar demand generation best practices for the American Marketing Association and Content Marketing Institute, and will also be presenting for his fourth time at Content Marketing World 2016. He is also the lead instructor for WebAttract’s Master Webinar Producer Training Course.

1. AIPMM Webinar Series
5 Prescriptions for Attracting, Engaging &
Converting Your Webinar Audience

2. © 2016 WEBATTRACT
5 Prescriptions for
Attracting, Engaging and Converting Your Webinar Audience
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady

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A time for telling a story with real business outcomes

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Theatrical - Think of a radio show with pictures

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Which of these outcomes are you trying to achieve?
Raise Brand Awareness Promote Thought Leadership Drive Sales
Goals of Demand Generation Webinars

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Generate Leads by Delivering Engaging Webinars that Attract
and Convert Prospects into Advocates and Customers
Attract Engage Convert

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Did the Webinar Move Intent to Purchase?
MidPoint
Q&A

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Content Marketing vs. Sales Pitch
Case Study Product Centric
Best Practices – Lessons Learned Features - Benefits
Business Value, Metrics, ROI Pricing
Educate to Make Attendees More Intelligent
Your Attendees are on a Journey
Remember, the time to start selling is after the webinar

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Effectiveness Ratings for B2B Tactics

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Key webinar
drivers to
build leads
and sales
Attracting the
right audience
Tell a story
with
outcomes
How to get
started
Tips to keep
audience
engaged
Audience
Conversion
What You Said You Wanted to Learn

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1. Choose a relevant topic
2. Use Industry disruptions to your advantage
3. Develop an audience profile that aligns with your value prop
4. Increase engagement with external speakers
5. Utilize life cycle intelligence to determine sales readiness
Webinar Producers & Demand Gen Professionals
Mike Agron
What we’re talking about today

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Can you relate?
Setting the Stage

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An Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology

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Most Popular Days and Times
for Hosting a B2B Webinar
Start Times
10 AM or 11 AM West Coast
1 PM or 2 PM East Coast

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Managing the Webinar Lifecycle: Before, During and After
A Proven Roadmap, Best Practices & Metrics
Methodology
Best Practices
Metrics
Roadmap for Navigating The Webinar Lifecycle

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Attract
Engage
Convert
WHAT
Demystifying The Webinar Lifecycle

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Attract
Engage
Convert
Before
During
After
WHAT WHEN
Demystifying The Webinar Lifecycle

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Attract
Engage
Convert
Before
During
After
WHAT WHEN HOW
Demystifying The Webinar Lifecycle

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Determine When to Go Live!
Budget at least one hour of pre production time for each live minute
Weeks 1-8
YOU ARE HERE

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Prescription #1:
Choose a Relevant Topic
Webinar Producers & Demand Gen Professionals
Mike Agron

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Better Outcomes
Pain Points - Questions
Actively Looking for a Solution
OR
Webinars Are Magnets For Attracting Prospects
Who Are Ripe to Become Your Customers

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People buy when they are in pain
(and have money to solve it)
Hint: Is your topic & content a “must have” or a “nice to have”

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Popular B2B Webinar Themes
That Attract, Engage and Convert
Case Study Tutorial
Standards
&
Compliance

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Brand High Performing B2B Webinar Topics Theme
Separating the Contenders from the Pretenders in the
World of Oil Water Separation
Case
Study
Standards
Designing and Verifying Safety Instrumented Systems Standards
How Active Rehab Protocols Reduce Post – Operative
Recovery Time
Tutorial
Standards
Culture Shock: Shake-Up Your Company, Your Store, Your
People and Sales Increases Will Follow
Tutorial
Smarter Streets: Case Studies for Cities and Utilities – Learn
How the City of Baltimore and Washington Gas Reduced
Costs
Case
Study
Case Study: How Merck is Using Virtual Team Building to
Increase Performance
Case
Study

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No Shortage of Great B2B Content Sources
GREAT
CONTENT!
Case
Studies
Industry
Analysts
Clients
Partners
Publishers
Editors
Authors
White
Papers

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Prescription #2:
Use Industry Disruptions
to Your Advantage
Webinar Producers & Demand Gen Professionals
Mike Agron

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Disruptive Markets and Industry Shifts Provide
Story Telling Beyond Sound Bites
Highlight Innovative Solutions
Promote Thought Leadership

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Case Study
Compliance,
Efficiency and
Risk Mitigation
Educate environmental compliance decision makers on
innovative ways to mitigate disruptions from
injuries, fines or citations

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• 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

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Webinar Outcomes
• Registered - 146
• 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 high 6 figure sale!

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Prescription #3:
Develop an Audience Profile
That Aligns With Your Value Prop
Webinar Producers & Demand Gen Professionals
Mike Agron

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Create an audience profile based on
your topic and value proposition
Prioritize based on which of these industries will benefit most by this topic
and also align to match your desired business outcomes around brand,
thought leadership and sales leads.

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Refine audience profile by identifying
these 5 key demographics
1. Industries
2. Job Titles/Functions
3. Job Levels
4. Revenue Levels
5. Geographies
These criteria will both determine the addressable size of the market, and
determine what the availability of contacts are to source.

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Refine audience profile by identifying
these 5 key demographics
1. Industries
2. Job Titles/Functions
3. Job Levels
4. Revenue Levels
5. Geographies
These criteria will both determine the addressable size of the market, and
determine what the availability of contacts are to source.

35. www.dymax.com
Our Technology. Your Advantage. www.dymax.com
Moderator: Chris Dearman, Sr. Webinar Producer
Thursday, December 10, 2015
Light Curable Materials
Educational Webinar Series

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Target Benchmarks
Going beyond your house list
Execute 3 weeks before go live with a measured rhythm of 4-5 spaced Drips
Register
¼ - ½ of 1%
125 – 250+
Use back of the envelope projections to determine
likely registration and attendance outcomes

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Prescription #4:
Increase Engagement With
External Speakers -Thought Leaders
Webinar Producers & Demand Gen Professionals
Mike Agron

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Who Is A Thought Leader?
Others RECOGNIZE you as an
EXPERT in your space
and SEEK out your help
You are a KEY “GO-TO” person
-Mitchell Levy
Thought Leader Architect
Think Aha

39. ARE YOU PREPARED?
SECURING YOUR
PHARMA SUPPLY CHAIN
Transforming the LSH Business
Paradigm through Serialization
Global LSH Supply Chain Webinar
by Patrick O’Connor and Lisa Harrington
October 2, 2014 – 12pm EST (U.S. time)

40. Patrick O’Connor
Partner
Kent and O’Connor, Incorporated
THE EXPERTS
Lisa Harrington
President, Lharrington Group LLC
Strategic Consultant

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An Important Registration Landing Page Question:
“What Do You Want to Learn?”
The invitation is the promise of what will be delivered:
It's your contract with the audience
Uncover fresh ideas that are timely and relevant for
engaging with your audience

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What would you like to learn from this webinar? Job Title
trends Senior Director
update VP Internal Audit
Overview Hospital Claims Rep
current trends Exec Direc Clin Ops
Additional information Operations Manager
General Information Chief Administrative Officer
Best Practices Principal
GSD
Updated requirements Sr. Manager LSP Ops
FDA In general exporting into USA,FDA Requirements Customs
hear about industry best practices Director, Warehousing and Distribution
Future of Industry Strategic Sourcing
Trends/Strategies Sourcing Manager
How U.S. trends impact regulations and product integrity issues Principal Consultant
Serialization Director
Supply Chain Specialist
Quality Specialist
purchasing analyst
How to implement serialization within an organization to address
current and prepare for future requirements IT Manager
trends in the supply chain Research

43. Drug Supply Chain Security Act: What is it?
• Signed into law November 27, 2013 (Public Law No: 113-54)
• Establishes national system for tracing pharmaceutical products
• Immediately preempts all state laws,
regulations and requirements for tracing
products through the supply chain
• Applies to prescription drugs in
finished dosage form for human use
• Sets national licensing standards
for wholesale distributors and
third-party logistics providers

44. How US Trends Impact Regulations and
Product Integrity Issues in Other Countries
A GLOBAL PROBLEM:
COUNTERFEITING, ADULTERATION, TAMPERING, DIVERSION
• Counterfeit prescription drugs: exploding industry, with an estimated market
worth $75 billion a year worldwide
o Example: June 2012, Angola
o Counterfeit drug incidents around
the world have caused an estimated
700,000 deaths

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Prescription #5:
Utilize Life Cycle
Intelligence to Determine
Sales Readiness
Webinar Producers & Demand Gen Professionals
Mike Agron

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Tracking metrics before, during and after provides
actionable insights for producing predictable outcomes for
converting your audience

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Now the Real Work Begins:
Sales Ready – Nurture – Not a Fit

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The Six Key Email Webinar Invitation Metrics
Sent Opened
Bounced Clicked
Delivered
Opted Out
SPAM

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The Six Key Webinar Metrics
BEFORE WEBINAR
1. Click Thru Ratio (CTR)
DURING WEBINAR
2. Attendee Ratio (AR)
3. Online Polls
4. Audience Retention
AFTER WEBINAR
5. Exit Surveys
6. On Demand Viewings

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Snapshot of Attendee Insights
Your
Interests
Plans to
purchase this
year?
What
would
you like to
learn?
Rate
1-5
What
could be
improved ?
What did
you like ?
Other webinar
topics?
Poll #1 Poll #2 Question
asked by
attendee
MEMS
IMU
Not sure
researching
General
Info
5 More
technical
content
The Ask the
Experts
Panel
Case Studies on
hardware specific
apps
Integration
Kalmar
Filter
inertial
sensor
errors
When
discussing
multi-
Sensor
fusion...
MEMS
IMU
Yes Practical
app of
MEMS IMU
GNSS
5 Good
overview
not too
technical
Well
organized
Any GPS signal
related topics
Define
Models for
inertial
sensor
errors
Is the INS
always a
core sensor?
Helps optimize outcomes as well as enable warm sales or nurturing follow up

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Other Attendee Insights

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Other Attendee Insights – Learn Their Priorities
39%
22%
19%
18%
1% 1%
Poll #1
Which of the following issues would you list as the
most difficult when sourcing auction vehicles?
Paying the right money
Finding the cars
Knowing the right cars to buy
The time it takes
Knowing the right cars to buy - Paying the right money
Finding the cars - Knowing the right cars to buy

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Did the Webinar Move Intent to Purchase?
MidPoint
Poll #3 - Based on today’s webinar, which of the following
would be of most interest to you? % of Total Requests
Schedule a 1:1 demo 32%
Contact me to get started 15%
Receive the brochure 28%
Still considering 25%
Total 100%
Survey #2 - Having attended today's webinar, your plans to
purchase or acquire this solution? % of Total Requests
Increased 72%
Was just researching, but now intend to acquire 17%
Was just researching, but now see no need 6%
Decreased 5%
Total 100%

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How Webinars Impact Your Demand Gen Goals
Net new deals
Converts prospects into customers
Enables up-sell & cross-sell to existing base
Increases sales pipeline
Puts you on the map as a viable player
Reaches new markets & geographies

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My Call to Action for Delivering Engaging Webinars that
Attract and Convert Prospects into Advocates and Customers
Attract Engage Convert

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Identify market trends, disruptions, challenges –
educate on the opportunities
Create “must have” topics that explain how to
overcome pain points
Chose content with demonstrable outcomes you
can tell a story around
Ideas to Get Started

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Recruit knowledgeable & passionate 3rd party
speakers
Use metrics before, during & after to measure,
benchmark and predict outcomes
Develop a project plan – “If you fail to plan, you
plan to fail”
More Ideas to Get Started

59. © 2016 WEBATTRACT
To Continue the Conversation…
Best Practice Videos – Case Studies – Blog – Complimentary eBooks
www.webattract.com
LinkedIn WebAttract
Thought Leadership Webinars and Webcasts
@WebinarReady
Search ‘WebAttract’
Email me: mike@webattract.com