5 B2B client case studies examining how webinars can be used to educate prospects and move them through their buying journey

1. Case Studies: How Webinars Move
Buyers Through the Sales Cycle

2. Speakers
Mike Agron
Co-Founder & Executive Webinar
Producer, WebAttract
Julian Rocco
Online Web Technology Specialist,
Arkadin

3. Webinars

4. A Time for Story Telling

5. Generate Leads with Engaging Webinars
Attract Engage Convert
Attract and Convert Prospects into
Advocates and Customers

6. Did the Webinar Move Attendees Intent to Purchase?

7. For Webinar and Demand Gen Professionals
How attendees move through the
buying cycle journey
Strategies and Best Practices to
ensure predictable outcomes
Critical metrics to track before, during
and after the webinar

8. What We’re Talking About Today
Your Turn – Q/A
Tips for Pulling it
Altogether
5 Case Studies
Setting the Stage to
Optimize Outcomes
1 2
3 4

9. Setting the Stage
1

10. Build it and they will come
I’m a great presenter, I’ll just show up and wing it
All attendees are “sales ready” to buy now
The 3 Biggest Webinar Myths
1
2
3

11. Better Outcomes
Pain Points - Questions
Actively Looking for a Solution
Timely and Relevant
OR
Webinars Are Magnets for Attracting Prospects
Who Are Ripe To Become Your Customers

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

13. 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

14. Case Study:
Business Improvement
Popular B2B Thought Leadership Webinar Themes
How To – Tutorial
Standards & Compliance

15. GREAT
CONTENT!
Case
Studies
Industry
Analysts
Clients
Partners
Publishers
Editors
Authors
White
Papers
Where Do You Find Great Content?

16. The 3 Biggest Webinar Myths
Build it and they will come1 Build it and they will come1
All attendees are “sales ready” to buy now3
I’m a great presenter, I’ll just show up and wing it2

17. Theatrical - Think of a Radio Show With Pictures

18. Your Challenge
Create an engaging
event to
CORRAL & SPUR
people to have a
1:1 CONVERSATION
& become your
CUSTOMER!

19. © 2015 WEBATTRACT
The 3 Biggest Webinar Myths
Build it and they will come1 Build it and they will come1
I’m a great presenter, I’ll just show up and wing it2
All attendees are “sales ready” to buy now3

20. 70%
“No Thanks, I’m Just Looking”They are on a journey
Reaching B2B Buyers Today is Done Online

21. 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
Content vs. Traditional Marketing

22. # How Webinars Help You Move Buyers Through the Sales Cycle
1 Net new closed deals
2 Converts a prospect into a customer
3 Enables up-sell & cross-sell to existing base
4 Increases sales pipeline
5 Puts you on the map as a viable player
6 Reaches new markets & geographies
Measuring Webinar Effectiveness

23. B2B email marketing typically accounts for driving over 90% of all registrations
Register
¼ - ½ of 1%
125 – 250+
Use back of the envelope projections to determine
likely registration and attendance outcomes
Going Beyond Your House List

24. Click Thru
Ratio or CTR
Attendee
Ratio or AR
Online Polls
Exit Surveys Audience Retention On Demand Viewings
The 6 Key Webinar Metrics: Before, During and After

25. < 20% 25%+/- 35%+
Click Thru Ratio (CTR) Is The Gold Standard
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

26. 5 Client Case Studies
2

27. How the leading provider of automotive retail
advanced software tools balanced customer
retention vs. attracting new customers
Convert Prospects
Into Customers
Case Study #1

28. I’s time for a new way to sell more new
cars, make more profit and leave your old
new car thinking behind
Case Study #1
Retention of contracted dealers
Use a webinar series to educate
Create early success stores for new
customer acquistion

29. Power of a Winning Content Marketing Webinar Series
#1
Thought Leader –
Tutorial
#2
Thought Leader –
Tutorial
#3
Case Study

30. Dale Pollak
vAuto Founder
New Vehicle Pricing Challenges
Dealer Margins
> 31% decline in gross
Market-Based Pricing
> Consumers respond to fair market pricing
Minimizing Discounts
> Less need to negotiate deals with buyers
First Dale Pollak Set the Stage

31. Homegrown Pricing
> JSRP: “Jim’s” Suggested Retail Price
> Time-consuming, spreadsheet “beast”
New Vehicle Pricing Improvements
> More pricing clarity
> Increased pricing efficiency
> Improved grosses ($300/car)
> Greater customer satisfaction
Then Jim Blickle Shared His Case Study
Jim Blickle
Dealer Principal
Performance Toyota
Sinking Spring, Pa

32. Metrics & Benchmarks Outcomes
Registered 895
Click Thru Ratio (CTR) 44%
Attended 459
Attendance Ratio 56%
Session Time 54 minutes
Satisfaction 93%
Business was closed as a direct result of this series
Metrics

33. # Key Takeaways
1 Focused on educating their customers
2 Delivered on what the webinar invitation promised
3 Utilized well known thought leaders to set the vision
4 Case study with demonstrable outcomes added credibility
5 Goodwill created advocates and new sales opportunities
Metrics

34. Align real world issues facing business leaders to
demonstrate the value of cloud-based on demand
contact center technology
Convert Prospects
Into Customers
Case Study #2

35. Soar to New Customer Service
Heights with Virtual Call Center
Technology
Case Study #2
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

36. 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
Case Study #2
Registered – 151
CTR – 42%
Attended – 69 – 46%
Registered from 11 Countries
Attendee to Buyer < 2 Weeks
Moved 4 Attendees Up the Funnel

37. Attract and educate a diverse group of health-based
decision makers on new reimbursement options for
telehealth services to drive product sales
Thought Leadership
Sales Pipeline
Case Study #3

38. Advancing Remote Patient Monitoring
through New Coding Options
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
Health Buddy Telehealth Solution
Case Study #3

39. Webinar Outcomes: May 2013 – April 2015
Registered – 2732
Avg. CTR = 40%
Attended – 1498 – 55%
The Bosch Webinar Leadership Series is
now a Cornerstone of their Modern Content
Marketing at Robert Bosch Healthcare
Attendee Satisfaction – 91%
Increased sales pipeline
Thought leadership viability

40. Attract and educate environmental compliance
decision makers on innovative ways to remove oil
and solids from water to drive new sales
Close
New Deals
Case Study #4

41. Separating the Contenders from the Pretenders
in the World of Oil/Water Separation
Case Study #4
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

42. They were selected by an attendee
(unknown to them before the webinar)
to provide their solution for the first
US nuclear facility to be built in over 3
decades resulting in a 7 figure sale!
Webinar Outcomes
Registered – 146
CTR – 28%
Attended – 72 – 49%
Attendee Satisfaction – 95%
Post Sales & Nurturing

43. How an online publisher uses thought leaders to educate
audiences on highly technical and timely topics that move
the purchasing needle for its sponsors
New Markets & Geos
Measuring Intent
to Purchase
Case Study #5

44. Case Study #5

45. Webinar Outcomes
9277 Registered (June 2011 – April 2015 for 16 webinars)
Avg. CTR – 48%
4350 Attended = 46% Attendance Ratio
Over 60+ countries register per webinar
1935 OD Viewings of which 414+ were fresh new leads
Average time in session = 80 mins. of a 90 minute webinar
Average satisfaction = 94%

46. 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

47. 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 metrics and analytics
Have a clear call to action

48. Build it and they will come
The 3 Biggest Webinar Myths
1
I’m a great presenter, I’ll just show up and wing it2
All attendees are “sales ready” to buy now3

49. LogisticsBusiness Drivers Human Factors Technology
An Ongoing Balancing Act

50. Budget at least one hour of pre production time for each live minute
Weeks 1-8
YOU ARE HERE
Step 1: Start the webinar project timeline

51. Don’t Forget About Your Audience!

52. # How Webinars Help You Move Buyers
Through the Sales Cycle
1 Net new closed deals
2 Converts a prospect into a customer
3 Enables up-sell & cross-sell to existing base
4 Increases sales pipeline
5 Puts you on the map as a viable player
6 Reaches new markets & geographies
Measuring Webinar Effectiveness

53. 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 metrics before, during & after to measure outcomes
6. Develop a project plan – “If you fail to plan, you plan to fail”
My Call to Action to Get Started