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Webinar Demand Creation for Content Marketers: From Start to Finish

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Both small and large brands are continuing to rely on webinars as a key part of their
content marketing. Learn how to execute one from start to finish.

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Webinar Demand Creation for Content Marketers: From Start to Finish

  1. 1. Webinar Demand Creation for Content Marketers: From Start to FinishMike Agron – Executive Webinar Producer WebAttract, LLC @WebinarReady • #cmworld #cmworld ©2012, WebAttract LLC
  2. 2. Welcome Introductions Housekeeping Workshop goals 3 things you want to learn? #cmworld ©2012, WebAttract LLC
  3. 3. What We’re Going To CoverUSING CONTENT TO INSPIRE PROSPECTSTO BECOME CUSTOMERS • A proven “repeatable” methodology • Best practices for optimizing results • Key metrics for ensuring success • “High Performance – High Impact” • Delivering predicable outcomes • Convert more prospects into customers #cmworld ©2012, WebAttract LLC
  4. 4. #cmworld©2012, WebAttract LLC
  5. 5. THE CASE FOR WEBINAR READY Methodology Best Practices Metrics #cmworld ©2012, WebAttract LLC
  6. 6. Metrics Tell a Story #cmworld ©2012, WebAttract LLC
  7. 7. High Impact – High Performing Webinars High High Performing High PerformingCommercial Outcomes Low Impact High Impact Low Performing Low Performing Low Impact High Impact Low Value to Your Audience #cmworld ©2012, WebAttract LLC
  8. 8. High Impact – High Performing Webinars High High Performing High Performing Low Impact High ImpactCommercial Outcomes     Low Performing Low Performing Low Impact High Impact Low Value to Your Audience #cmworld ©2012, WebAttract LLC
  9. 9. IT’S AN ONGOING BALANCING ACTBusiness Drivers Logistics Human Factors Technology #cmworld ©2012, WebAttract LLC
  10. 10. It’s a Mini Theatrical Event The WebinarReady Methodology Comprises Five Acts ACT I ACT II The Plan Recruit Audience ACT III ACT IV ACT VMessage Shaping Go Live! Post Webinar #cmworld ©2012, WebAttract LLC
  11. 11. Think of a Radio Show With Pictures #cmworld ©2012, WebAttract LLC
  12. 12. FROM LET’S GO TO GO LIVE!OPTIMAL RESULTS ACHIEVED OVER 8 WEEKS Budget at least one hour of pre production time for each live minute #cmworld ©2012, WebAttract LLC
  13. 13. ACT I The PlanSetting the Stage for a Smooth Production #cmworld ©2012, WebAttract LLC
  14. 14. #cmworld©2012, WebAttract LLC
  15. 15. Project Kickoff and Scheduling• Step 1: Define your objectives, target audience, desired outcomes and success factors• Step 2: Set up a webinar project timeline and gather the ensemble• Step 3: Hold a kick-off meeting• Step 4: Schedule your webinar #cmworld ©2012, WebAttract LLC
  16. 16. Ensuring Predictable Outcomes Webinar Objectives Analyze Audience Life Cycle Value Intelligence Define Call To Success Action Factors #cmworld ©2012, WebAttract LLC
  17. 17. Gather Life Cycle Intelligence BEFORE EVENTGather profile data DURING WEBINAR Online Polls Live Questions AFTER EVENT Surveys On-Demand Views Social Media Lead Nurturing #cmworld ©2012, WebAttract LLC
  18. 18. EXERCISE #1 #cmworld ©2012, WebAttract LLC
  19. 19. ACT II Recruit AudienceGetting the Right Audience to Register #cmworld ©2012, WebAttract LLC
  20. 20. #cmworld©2012, WebAttract LLC
  21. 21. Getting the Right Audience to Register• Step 1: Write a compelling invitation that attracts• Step 2: Create the Registration Landing Page• Step 3: Source the right audience• Step 4: Execute your invitation strategy – start audience recruitment• Step 5: Track registration metrics daily #cmworld ©2012, WebAttract LLC
  22. 22. Webinars Are Magnets for AttractingProspects That Are Ripe To Become YourCustomers ORTheir Needs are Not Being Met They are Actively Looking for a Solution #cmworld ©2012, WebAttract LLC
  23. 23. Informational vs. Sales Pitch Informational vs. Sales Pitch Case Study Product CentricBest Practices – Lessons Learned Features - Benefits Business Value, Metrics, ROI Pricing #cmworld ©2012, WebAttract LLC
  24. 24. POPULAR B2B WEBINAR THEMESCase Study – BusinessImprovementHow To - TutorialStandards &Compliance #cmworld ©2012, WebAttract LLC
  25. 25. KEY SOURCES FOR GREAT CONTENT Client Case Studies White Industry Papers Analysts Subject Matter Authors Experts #cmworld ©2012, WebAttract LLC
  26. 26. KEY FACTORS OF A CASE STUDYFOCUS ON BUSINESS VALUE• Case Story Company Profile• Challenges• Options• Solution• Results - Metrics• Best Practices• Lessons Learned• How to Get Started? #cmworld ©2012, WebAttract LLC
  27. 27. EXERCISE #2 Identify the source of content you’re going to use for your next webinar from the list below, and write a short description: Case Study Tutorial Compliance and Standards Other #cmworld ©2012, WebAttract LLC
  28. 28. INVITATION DEVELOPMENTCOLLABORATE & ITERATE• Align messaging with value proposition & WIFM?• Compose in the audience’s jargon and style• Leverage credentials of contributing parties• Personalize with headshots• Invite, enthuse, excite… but don’t sell #cmworld ©2012, WebAttract LLC
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  36. 36. REGISTRATION LANDING PAGE• Use branding and imagery• Concise expression of the webinars purpose and content• Ask relevant and non invasive questions• Obtain pre-webinar intelligence - Industry - Company Name & Title - Geography Always Ask: What Would You Like To Learn From This Webinar? #cmworld ©2012, WebAttract LLC
  37. 37. AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric Significance50,000 Size of the targeted demographic audience750 1.5% will reach your registration landing page250 A Click Thru Ratio of 33% will yield 250 registrants100 40% or more registrants will actually attend #cmworld ©2012, WebAttract LLC
  38. 38. AUDIENCE RECRUITMENT - PLANNINGMAKE THE AUDIENCE YOUR TOP PRIORITY• What do you know about them?• Is your topic a “must have” or a “nice to have”?• What value will they get out of investing their time with you?• Define call to action & next steps #cmworld ©2012, WebAttract LLC
  39. 39. AUDIENCE RECRUITMENT - TACTICAL• Build a profile of the group to recruit your audience from• Match the value proposition to the group• Consider your group source: –In-house –Rental –Media Partner –Outsource Segment prospects into industries, levels, job functions, revenue size, # employees, geography, etc. #cmworld ©2012, WebAttract LLC
  40. 40. AUDIENCE RECRUITMENT - EXECUTION• Start promoting 2½ to 3 weeks before the webinar• The email subject line is critical• Adjust strategy based on landing page intelligence and metrics• Do subject swaps for each Drip• Always be CAN-SPAM Maximize registration with 4 or compliant more well timed e-broadcasts using Drip campaigns with filters #cmworld ©2012, WebAttract LLC
  41. 41. The 6 Key Webinar Metrics• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings #cmworld ©2012, WebAttract LLC
  42. 42. 1. Click Thru Ratio (CTR) Before the Webinar #cmworld ©2012, WebAttract LLC
  43. 43. Click Thru Ratio (CTR)What Does It Measure? What Does It Predict? Percent of People Registration - Attendance Registration landing page People who Register Message and value propClick to Registration Page #cmworld ©2012, WebAttract LLC
  44. 44. How do you Know if you’re on Track?CTR What it predicts and what you can do to increase registrationBenchmarks34% - 50% Excellent - Indicates your message is connecting23% - 33% Target - Invitation message is specific to audiences interests<23% You should be concerned, as something is not connecting with your audience 1. Are you targeting the right demographic? 2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch? 3. Are you asking too many landing page questions that are invasive? 4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not 5. Does each touch or Drip have a fresh subject swap? #cmworld ©2012, WebAttract LLC
  45. 45. ACT III Message Shaping Breathing Life Into Your Production:Table Reads, Sound Checks, and Dress Rehearsals #cmworld ©2012, WebAttract LLC
  46. 46. #cmworld©2012, WebAttract LLC
  47. 47. Breathing Life Into Your Production• Step 1: Begin creating relevant slide content• Step 2: Gather team/ensemble for a Table Read• Step 3: Gather speakers and moderator for First Dress Rehearsal• Step 4: Gather team for Final Dress Rehearsal• Step 5: Sound Checks #cmworld ©2012, WebAttract LLC
  48. 48. GATHER ENSEMBLE FOR A TABLE READ #cmworld ©2012, WebAttract LLC
  49. 49. STORY TELLING & MESSAGE SHAPING #cmworld ©2012, WebAttract LLC
  50. 50. Table Reads and Dress Rehearsals• Use invitation to brainstorm message shaping• Find your speakers passion• Dialog vs. Monologue• Practice flow, cues, transitions• Visually appealing slides #cmworld ©2012, WebAttract LLC
  51. 51. Before Sample of “BANT + Sales-Ready” Leads Detailed background information on the prospect and the selling opportunity helps drive more productive sales results #cmworld ©2012, WebAttract LLC
  52. 52. After “BANT PLUS” SALES READY LEADS Budget Set Next Step(s) Authority Detailed background Information on the prospect and the selling opportunity helps drive more productive sales results Data Capture & Need Cleansing Timeframe #cmworld ©2012, WebAttract LLC
  53. 53. USING ON-LINE POLLS TO ENGAGE #cmworld ©2012, WebAttract LLC
  54. 54. A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE Poll #1HOW MANY WEBINAR INVITATIONS DO YOU RECEIVE A WEEK? (PLEASE CHOOSE ONE) • None • I receive 1 – 3 email invites a week • I receive 4- 5 or more email invites a week #cmworld ©2011, WebAttract LLC
  55. 55. A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE Poll #2HOW MANY WEBINARS DO YOU ATTEND WEEKLY? (PLEASE CHOOSE ONE) • None • I rarely attend or no webinars a week • I attend 1 or more webinars a week #cmworld ©2011, WebAttract LLC
  56. 56. A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE POLL #3WHICH OF THE FOLLOWING INSIGHTS PRESENTEDTODAY WILL YOU USE TO MANAGE YOUR NEXTWEBINAR? (PLEASE CHOOSE ALL THAT APPLY) • The role of planning • Managing logistics • Balancing the human factors • Techniques for optimizing audio and video • Using metrics to drive more predictable outcomes #cmworld ©2011, WebAttract LLC
  57. 57. Think of a Radio Show With Pictures #cmworld ©2012, WebAttract LLC
  58. 58. THE MODERATOR AS A COACH • Trust • Passion • Courage to be honest #cmworld ©2012, WebAttract LLC ©2012, WebAttract LLC
  59. 59. SOUND CHECKSPOOR AUDIO IS THE ACHILLES HEEL FOR ALL WEBINARS #cmworld ©2012, WebAttract LLC
  60. 60. Optimize Audio and VideoSPEEDTEST.NET – WWW.SPEEDTEST.NET/SPEAKEASY.NET – WWW.SPEAKEASY.NET/ #cmworld ©2012, WebAttract LLC
  61. 61. HOW TO REALLY CONNECT WITH YOUR AUDIENCE Professional Consumer Landline Large Diaphragm Headset Handset USB Microphone Microphone Free $100 up $30 - $50 #cmworld ©2012, WebAttract LLC
  62. 62. Demo – Telephone vs. USB #cmworld ©2012, WebAttract LLC
  63. 63. EXERCISE #3 What 3 things or best practices, will you use in your next webinar to keep your audience engaged? #cmworld ©2012, WebAttract LLC
  64. 64. ACT IV Sound Check Go Live!Sound Check and Go Live! Deliver an Engaging Performance, Begin Post Webinar Sales Lead Follow Up #cmworld ©2012, WebAttract LLC
  65. 65. #cmworld©2012, WebAttract LLC
  66. 66. Sound Check and Go Live! Deliver an Engaging Performance• Step 1: Go through “Final Call” checklist on your own 30 minutes prior to the final sound check• Step 2: Launch your webinar hosting platform and meet with speakers one hour prior to Go Live! for final sound check• Step 3: Go Live! and debrief ensemble• Step 4: Begin Post-Webinar sales lead follow up #cmworld ©2012, WebAttract LLC
  67. 67. Final Check List – Page 36 #cmworld ©2012, WebAttract LLC
  68. 68. DON’T FORGET THE HUMAN FACTORSYOU’RE A BROADCASTER – THINK LIKE ONE• Learn to work your microphone• Tone of voice and inflections• Monitor your breathing• Smile and gesture #cmworld ©2012, WebAttract LLC
  69. 69. FINAL SOUND CHECKSTART AN HOUR BEFORE GO LIVE!• Focus on the presenters• Pre flight checklist and Plan B• Review final slides• Turn off all non essential apps• Silence cell phones, turn off ringers, “Do Not Disturb Sign”• Launch splash screen 20 minutes prior to going live• Final sound check #cmworld ©2012, WebAttract LLC
  70. 70. GO LIVE!HAVE FUN, IT’S ABOUT CONNECTION NOT PERFECTION • Start and end on time • Welcome your audience • Enthuse, excite but don’t sell • Call to action or next steps #cmworld ©2012, WebAttract LLC
  71. 71. ACT V Post Webinar Convert Prospects Into CustomersPut Your Sales and Marketing Hat On: Maximize the Opportunity with Post Webinar Follow Up #cmworld ©2012, WebAttract LLC
  72. 72. #cmworld©2012, WebAttract LLC
  73. 73. Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post Webinar Follow Up• Step 1: Archive a copy of the recorded webinar• Step 2: Send follow-up thank you emails and include how to get more valuable content• Step 3: Do final analytics on registration, attendance, performance• Step 4: Segment leads• Step 5: Measure webinar effectiveness #cmworld ©2012, WebAttract LLC
  74. 74. Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post Webinar Follow-up to Start a Warm Conversation• Step 1: Archive a copy of the recorded webinar• Step 2: Within 24-48 hours, send follow-up thank youemails and include valuable content and information• Step 3: Do final Registration, Attendance andPerformance analytics #cmworld ©2012, WebAttract LLC
  75. 75. Segment Leads• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing #cmworld ©2012, WebAttract LLC
  76. 76. Ensuring Predictable Outcomes Webinar Objectives Analyze Audience Life Cycle Value Intelligence Define Call To Success Action Factors #cmworld ©2012, WebAttract LLC
  77. 77. Gather Life Cycle Intelligence BEFORE EVENTGather profile data DURING WEBINAR Online polls Live Questions AFTER EVENT Surveys On-Demand Views Social Media Lead Nurturing #cmworld ©2012, WebAttract LLC
  78. 78. Gather Insights by AttendeesInterests Plans to What Scale 1-5 What What did What Poll #1 Poll #2 Question purchase would 5 being could we you like the other asked by this year you like highest have most? webinar attendee to learn? done topics better? would be of interest? MEMS Not sure General 5 More The Ask the Case Integration Define When IMU researching Info technical Experts Studies on Kalmar Filter models discussing content Panel hardware for the multi- specific inertial Sensor apples sensor fusion, are errors there …. MEMS Yes Practical 5 Good Any GPS Define Is the INS IMU app of overview signal Models always a MEMS not too related for the core IMU GNSS technical topics inertial sensor? Well sensor organized errors #cmworld ©2012, WebAttract LLC
  79. 79. The 6 Key Webinar Metrics• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings #cmworld ©2012, WebAttract LLC
  80. 80. Time to Get Under the Hood… #cmworld ©2012, WebAttract LLC
  81. 81. Analyze all Other Life Cycle Intel What kind of inertial technology Industries Represented are you most interested in? Other 4% MEMS IMU System 10% Integrator 16% 11% 34% Other GNSS Equipment Manufacturer 18% Ring laser gyro19% Product/Applica 61% (RLG) tion Designer Fiber-optic gyro 27% Mobile Device (FOG) Manufacturer #cmworld ©2012, WebAttract LLC
  82. 82. Segment Leads• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing #cmworld ©2012, WebAttract LLC
  83. 83. Webinar EffectivenessImpact on the Bottom Line • Net new deals closed • Converting a prospect into a customer • Up sell and cross sell to existing base • Increase sales pipeline • Put’s you on the map as a viable brand • Reach new geographies and markets #cmworld ©2012, WebAttract LLC
  84. 84. Summary and How to Get Started Q&A – Wrap Up #cmworld ©2012, WebAttract LLC
  85. 85. It’s a Mini Theatrical Event The WebinarReady Methodology Comprises Five Acts ACT I ACT II The Plan Recruit Audience ACT III ACT IV ACT VMessage Shaping Go Live! Post Webinar #cmworld ©2012, WebAttract LLC
  86. 86. Metrics Tell a Story #cmworld ©2012, WebAttract LLC
  87. 87. IT’S AN ONGOING BALANCING ACTBusiness Drivers Logistics Human Factors Technology #cmworld ©2012, WebAttract LLC
  88. 88. THE CASE FOR WEBINAR READY Methodology Best Practices Metrics #cmworld ©2012, WebAttract LLC
  89. 89. High Impact – High Performing Webinars High High Performing High Performing Low Impact High ImpactCommercial Outcomes     Low Performing Low Performing Low Impact High Impact Low Value to Your Audience #cmworld ©2012, WebAttract LLC
  90. 90. Appendix of Benchmarks & Metrics #cmworld ©2012, WebAttract LLC
  91. 91. 1. Click Thru Ratio (CTR) Before the Webinar #cmworld ©2012, WebAttract LLC
  92. 92. Click Thru Ratio (CTR)What Does It Measure? What Does It Predict? Percent of People Registration - Attendance Registration landing page People who Register Message and value propClick to Registration Page #cmworld ©2012, WebAttract LLC
  93. 93. AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric Significance50,000 Size of the targeted demographic audience750 1.5% will reach your registration landing page250 A Click Thru Ratio of 33% will yield 250 registrants100 40% or more registrants will actually attend #cmworld ©2012, WebAttract LLC
  94. 94. How do you Know if you’re on Track?CTR What it predicts and what you can do to increase registrationBenchmarks34% - 50% Excellent - Indicates your message is connecting23% - 33% Target - Invitation message is specific to audiences interests<23% You should be concerned, as something is not connecting with your audience 1. Are you targeting the right demographic? 2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch? 3. Are you asking too many landing page questions that are invasive? 4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not 5. Does each touch or Drip have a fresh subject swap? #cmworld ©2012, WebAttract LLC
  95. 95. 2. Attendee Ratio (AR) During the WebinarCOPYRIGHT 2012 WEBATTRACT #cmworld ©2012, WebAttract LLC
  96. 96. Attendee Ratio (AR)What Does It Measure? What Does It Indicate? Percent of People Interest in your topic Attended Demographic value Registered Post webinar follow up #cmworld ©2012, WebAttract LLC
  97. 97. How do you Know if you’re on Track? Attendee What it indicates Benchmarks >50% Excellent 40% Target <30% Under Perform #cmworld ©2012, WebAttract LLC
  98. 98. 3. Online Polls During the Webinar #cmworld ©2012, WebAttract LLC
  99. 99. Online PollsWhat Does It Measure? What Does it Indicate – Impact? Level of engagement Real time feedback Audience perspective Message shaping #cmworld ©2012, WebAttract LLC
  100. 100. How do you Know if you’re on Track? On Line Poll What it indicates Benchmarks >75% Excellent 60 – 70% Target <50% Under Perform #cmworld ©2012, WebAttract LLC
  101. 101. High Performing – High ImpactAnalysis How will you monitor your online reputation going forward? Response Rate = 66% Im not sure - I would like help 21% Monitor only the sites I advertise on 40% No plan to monitor 9% 5% Reputation monitoring manually 25% Reputation monitoring with a tool #cmworld ©2012, WebAttract LLC
  102. 102. 4. Exit Survey After the Webinar – On Exit #cmworld ©2012, WebAttract LLC
  103. 103. Exit Survey What Does It Measure? What Does It Indicate? Your brand and thought leadershipHow well did you met your audience’s expectations? Ideas for future topics Lessons learned for next webinar #cmworld ©2012, WebAttract LLC
  104. 104. How do you Know if you’re on Track? Exit Survey Benchmarks What it indicates Ranking Scale of 1-5 3 – 5 >90 % Excellent 3 – 5 80% - 90% Target 3 – 5 <80% Under Perform #cmworld ©2012, WebAttract LLC
  105. 105. How do you Know if you’re on Track? Exit Survey Benchmarks What it indicates Response >35% - 45% Excellent 25%-35% Target <25% Under Perform #cmworld ©2012, WebAttract LLC
  106. 106. High Performing – High Impact AnalysisOn a scale of 1 to 5 - How did today’s webinar meet your expectations? Response Rate = 42% with 98% Positive Ratings 2% 7% 7% 5 - Exceeded 4 - Above 3 - Met 38% 46% 2 - Barely Met 1 - Did Not Meet #cmworld ©2012, WebAttract LLC
  107. 107. 5. Audience Retention After the Webinar #cmworld ©2012, WebAttract LLC
  108. 108. Audience RetentionWhat Does It Measure? What Does It Indicate - Impact? Did you deliver what you promised? Audio or technical challenges?Audience Engagement Your brand and thought leadership Post webinar follow up opportunities #cmworld ©2012, WebAttract LLC
  109. 109. Analysis Attendee Counts Throughout Webinar Peak Attendance = 378 400 350 337 331 329 314 31280% 300 271 250 Mid Point Q&A 200 173 Adjourn 150 Go Live! 100 50 0 11:59 AM 12:14 PM 12:29 PM 12:44 PM 12:59 PM 01:14 PM 01:29 PM PST PST PST PST PST PST PST Audience Retention at Q&A = 87% #cmworld ©2012, WebAttract LLC
  110. 110. How do you Know if you’re on Track? Audience What it indicates Retention at Q/A >85% Excellent 75% - 85% Target <75% Under Perform #cmworld ©2012, WebAttract LLC
  111. 111. 6. On Demand Viewings After the Webinar #cmworld ©2012, WebAttract LLC
  112. 112. On Demand “The Gift That Keeps on Giving” What Does It Measure? What Does It Indicate? Fresh new sales leads Attended but watched again Post webinar interest Registered but did not attend “Must Have” Content #cmworld ©2012, WebAttract LLC
  113. 113. How do you Know if you’re on Track? On Demand Targets as a % of Viewings Registrants >50% Excellent 15% - 30% Target <15% Under Perform #cmworld ©2012, WebAttract LLC
  114. 114. Analysis On Demand Viewings Viewing # - % Total Viewings 431 viewings in first 45 days 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 – 100% #cmworld ©2012, WebAttract LLC
  115. 115. To Continue the Conversation On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts) The WebAttract Channel Best Practice Videos Complimentary eBook WebinarReady™ A Step-by-Step Guide to Hosting Successful Webinars @WebinarReady www.webattract.com mike@webattract.comAn End2End Solution for Webinar Demand Creation +916.804.4703 #cmworld ©2012, WebAttract LLC

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