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BoldPM Insights: 5 Prescriptions for Attracting, Engaging and Converting Your Audience

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Topic: “5 Prescriptions for Attracting, Engaging and Converting Your Audience”
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Introduction
Today, more than ever, webinar attendees are on a journey to become better educated to make more informed decisions about your offerings.

A well-executed webinar can help business executives and managers go beyond sound bites to tell a great story with demonstrable business outcomes for both your prospects and existing customers.

Using actual examples, we will discuss how webinars are a great tool for businesses to provide leverage to educating their prospects and move them through their buying journey to ultimately become their customers and future advocates.

Become an Master Webinar Producer
Our friends at WebAttract are offering a 10% discount on their WebinarReady training courses to BoldPM Insights followers. 100% money back guarantee if you don’t get the results you want. The limited time special discount code to use is VIPBoldPM. Learn More: http://bit.ly/1o9vW4K.

Become a Speaker
Contact Hector Del Castillo if you are an author, or experienced speaker and have engaging topics for executives, managers and business leaders.

Hector Del Castillo, CPM, CPMM
Contact: hmdelcastillo@gmail.com Connect: linkd.in/hdelcastillo Follow: @hmdelcastillo

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BoldPM Insights: 5 Prescriptions for Attracting, Engaging and Converting Your Audience

  1. 1. © 2016 WebAttract 5 Prescriptions for Attracting, Engaging & Converting Your Webinar Audience Audio is available via landline OrVoIP ForVoIP:You will be connected to audio using your computer’s speakers or headset. For Landline:Please select Use Audio Mode UseTelephone after joining theWebinar. US/Canada attendees dial +1 (631) 992-3221 Access Code 792-480-674 NeedTechnicalAssistance? Submit a question via your “Questions” pane, or contact GoToWebinar at: 1-800-263-6317 Select options 1,1,1,0 Thursday June 2, 2016 10am–11amPacific 11am –12pm Mountain 12am–1 pmCentral 1pm–2pmEastern
  2. 2. © 2016 WebAttract Featured Speakers Hector Del Castillo Product Innovation Consultant, BoldPM Mike Agron CEO and Co-Founder WebAttract
  3. 3. Special Thanks
  4. 4. Use: #businessintelligence Follow: @WebinarReady @hmdelcastillo Tweet
  5. 5. Participate and Win!!! All participants get a free electronic copy of “The Essential Kit for Marketers" from the Content Marketing Institute. Must be present to win.
  6. 6. Special Bonus All webinar participants get a free electronic copy of WebinarReady™Citrix - WebAttract A Step-by-Step Guide to Hosting Successful Webinars
  7. 7. Online Training and Certification: “How to Produce Demand Generation Webinars”” WebinarReady™ Master Webinar Producer Use Promo Code VIPBoldPM by 7/1/16 for 10% Discount www.webattract.com/webinarready-training-course/
  8. 8. © 2016 WebAttract. Housekeeping Tips How to ask a question: Polls Recording/Slides Handouts Post-webinar survey 5 Prescriptions for Attracting Engaging and Converting Your Audience
  9. 9. © 2016 WebAttract. Who’s in the audience? 40% Software + High Tech - Other 10% Consulting 10% Advertising/Marketing/PR 10% Education 10% Government 10% Retail 10% Everyone Else A diverse audience of product and marketing professionals representing the following sectors:
  10. 10. © 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
  11. 11. © 2016 WEBATTRACT A time for telling a story with real business outcomes
  12. 12. © 2016 WEBATTRACT Theatrical - Think of a radio show with pictures
  13. 13. © 2016 280 Group LLC. Poll #1 Which scenarios best describe how you use webinars at your company? (Please check all that apply) - Mostly sales and product demos - Customer and partner training - Demand generation webinars (New Sales Leads) - We’re investigating using webinars - We don’t do webinars
  14. 14. © 2016 WEBATTRACT Which of these outcomes are you trying to achieve? Raise Brand Awareness Promote Thought Leadership Drive Sales Goals of Demand Generation Webinars
  15. 15. © 2016 WEBATTRACT Generate Leads by Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers Attract Engage Convert
  16. 16. © 2016 WEBATTRACT Did the Webinar Move Intent to Purchase? MidPoint Q&A
  17. 17. © 2016 WEBATTRACT 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
  18. 18. © 2016 WEBATTRACT Effectiveness Ratings for B2B Tactics
  19. 19. © 2015 WebAttract 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
  20. 20. © 2016 WEBATTRACT 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
  21. 21. © 2016 WEBATTRACT Can you relate? Setting the Stage
  22. 22. © 2016 WEBATTRACT An Ongoing Balancing Act LogisticsBusiness Drivers Human Factors Technology
  23. 23. © 2016 WEBATTRACT 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
  24. 24. © 2016 WEBATTRACT Managing the Webinar Lifecycle: Before, During and After A Proven Roadmap, Best Practices & Metrics Methodology Best Practices Metrics Roadmap for Navigating The Webinar Lifecycle
  25. 25. © 2016 WEBATTRACT Attract Engage Convert WHAT Demystifying The Webinar Lifecycle
  26. 26. © 2016 WEBATTRACT Attract Engage Convert Before During After WHAT WHEN Demystifying The Webinar Lifecycle
  27. 27. © 2016 WEBATTRACT Attract Engage Convert Before During After WHAT WHEN HOW Demystifying The Webinar Lifecycle
  28. 28. © 2016 WEBATTRACT Determine When to Go Live! Budget at least one hour of pre production time for each live minute Weeks 1-8 YOU ARE HERE
  29. 29. © 2016 WEBATTRACT Prescription #1: Choose a Relevant Topic Webinar Producers & Demand Gen Professionals Mike Agron
  30. 30. © 2016 WEBATTRACT Better Outcomes Pain Points - Questions Actively Looking for a Solution OR Webinars Are Magnets For Attracting Prospects Who Are Ripe to Become Your Customers
  31. 31. © 2016 WEBATTRACT 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”
  32. 32. © 2016 WEBATTRACT Popular B2B Webinar Themes That Attract, Engage and Convert Case Study Tutorial Standards & Compliance
  33. 33. © 2016 WEBATTRACT 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
  34. 34. © 2016 WEBATTRACT No Shortage of Great B2B Content Sources GREAT CONTENT! Case Studies Industry Analysts Clients Partners Publishers Editors Authors White Papers
  35. 35. © 2016 WEBATTRACT Prescription #2: Use Industry Disruptions to Your Advantage Webinar Producers & Demand Gen Professionals Mike Agron
  36. 36. © 2016 WEBATTRACT Disruptive Markets and Industry Shifts Provide Story Telling Beyond Sound Bites Highlight Innovative Solutions Promote Thought Leadership
  37. 37. © 2016 WEBATTRACT Case Study Compliance, Efficiency and Risk Mitigation Educate environmental compliance decision makers on innovative ways to mitigate disruptions from injuries, fines or citations
  38. 38. © 2016 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
  39. 39. © 2016 WEBATTRACT 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!
  40. 40. © 2016 WEBATTRACT Prescription #3: Develop an Audience Profile That Aligns With Your Value Prop Webinar Producers & Demand Gen Professionals Mike Agron
  41. 41. © 2016 WEBATTRACT 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.
  42. 42. © 2016 WEBATTRACT 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.
  43. 43. © 2016 WEBATTRACT 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.
  44. 44. www.dymax.com Our Technology. Your Advantage. www.dymax.com Moderator: Hector Dearman, Sr. Webinar Producer Thursday, December 10, 2015 Light Curable Materials Educational Webinar Series
  45. 45. © 2016 WEBATTRACT 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
  46. 46. © 2016 WEBATTRACT Prescription #4: Increase Engagement With External Speakers -Thought Leaders Webinar Producers & Demand Gen Professionals Mike Agron
  47. 47. © 2016 WEBATTRACT 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
  48. 48. 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)
  49. 49. Patrick O’Connor Partner Kent and O’Connor, Incorporated THE EXPERTS Lisa Harrington President, Lharrington Group LLC Strategic Consultant
  50. 50. © 2016 WEBATTRACT 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
  51. 51. © 2016 WEBATTRACT 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 How US regs influence other market regulations Director new info Accounting Learn more about the drug supply chain security act Director of Operations
  52. 52. 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
  53. 53. 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
  54. 54. © 2016 WEBATTRACT Prescription #5: Utilize Life Cycle Intelligence to Determine Sales Readiness Webinar Producers & Demand Gen Professionals Mike Agron
  55. 55. © 2016 WEBATTRACT Tracking metrics before, during and after provides actionable insights for producing predictable outcomes for converting your audience
  56. 56. © 2016 WEBATTRACT Now the Real Work Begins: Sales Ready – Nurture – Not a Fit
  57. 57. © 2016 WEBATTRACT
  58. 58. © 2016 WEBATTRACT The Six Key Email Webinar Invitation Metrics Sent Opened Bounced Clicked Delivered Opted Out SPAM
  59. 59. © 2016 WEBATTRACT 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
  60. 60. COPYRIGHT 2016 WEBATTRACT Snapshot of Attendee Insights Your Interests Plans to purchase this year? What would you 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
  61. 61. COPYRIGHT 2016 WEBATTRACT Other Attendee Insights
  62. 62. COPYRIGHT 2016 WEBATTRACT 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
  63. 63. © 2016 WEBATTRACT 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%
  64. 64. © 2016 WEBATTRACT 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
  65. 65. © 2016 WEBATTRACT My Call to Action for Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers Attract Engage Convert
  66. 66. © 2016 WEBATTRACT 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
  67. 67. © 2016 WEBATTRACT 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
  68. 68. © 2016 WEBATTRACT Poll 2 Which of these 5 prescriptions will most improve your webinar health? (Please select all that apply) ₋ Choosing a relevant topic ₋ Using industry disruptions to your advantage ₋ Developing an audience profile to align with your value prop ₋ Increasing engagement with external speakers ₋ Utilizing life cycle intelligence to determine sales readiness
  69. 69. © 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
  70. 70. © 2016 WEBATTRACT Online Training and Certification: “How to Produce Demand Generation Webinars”” WebinarReady™ Master Webinar Producer Use Promo Code VIPBoldPM by 7/1/16 for 10% Discount www.webattract.com/webinarready-training-course/
  71. 71. Upcoming Webcasts BoldPM Insights: Actionable business intelligence for executives, managers and leaders • Monetizing IoT: Show Me The Money Thu, June 16, 1:00 - 2:00 p.m. EDT • Intrapreneurship: How Large Companies Can Move at the Speed of a Startup Thu, Jun 30, 1:00 - 2:00 p.m. EDT • 9 Things Exceptional Product Leaders Do Differently Thu, Jul 14, 1:00 - 2:00 p.m. EDT Can’t attend? Sign up anyway to receive access to video on demand. Learn more here: http://bit.ly/boldpminsights
  72. 72. © 2016 WEBATTRACT Your Turn – Ask the Experts Hector Lawley CEO and Founder 280 Group Mike Agron CEO and Co-Founder WebAttract Hector Del Castillo Product Innovation Consultant, BoldPM

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