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SalesFUSION Webinar - Tracking Digital Body Language
This document summarizes a webinar on gathering and analyzing digital body language across the webinar lifecycle. The webinar featured an industry expert panel and discussed best practices for using metrics like polls, surveys, social media, and website visits to understand audiences and convert more leads. Attendees learned how to map the end-to-end sales process, ensure predictable outcomes, and maximize post-webinar follow up to nurture leads.
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SalesFUSION Webinar - Tracking Digital Body Language
- 1. SalesFUSION Premium Content Special Brighttalk Webinar Re-Broadcast Live Re-broadcast featuring industry expert panel on webinar demand creation! Sponsored By:
- 2. SalesFUSION Premium Content Special Brighttalk Webinar Re-Broadcast Why are webinars so Important? - Thought Leadership - Lead Generation - Lead Nurturing - Duration of Program Sponsored By:
- 3. SalesFUSION Premium Content Special Brighttalk Webinar Re-Broadcast Why are webinars getting tougher to produce? - More competition - Inbox noise - Poor execution - Compelling content Sponsored By:
- 4. SalesFUSION Premium Content Special Brighttalk Webinar Re-Broadcast Today’s Moderator for the roundtable: Mike Agron – Professional Webinar Producer Sponsored By:
- 5. How to Gatherand Mine Digital Body Language Across the Webinar Life Cycle Before – During - After Mike Agron Kevin Miller Kim Lloyd Tom Judge Executive Webinar Producer CMO CEO VP Strategy WebAttract, LLC SalesFUSION RocktheDeadline Direct Marketing Partners COPYRIGHT 2012 WEBATTRACT
- 6. Digital Body Language:Before – During – After Tips, Insights & Best Practices Ensuring Predictable Outcomes Converting More Prospects Into Customers Your Questions – Ask the Experts COPYRIGHT 2012 WEBATTRACT
- 7. Poll #1 What type of digital body language do you currently use to measure your webinar effectiveness? • None • Number of people who register or attend • Quantity of fresh new sales prospects • Number of new social media and Blog followers • Closed deals COPYRIGHT 2012 WEBATTRACT
- 8. Poll #2 What type of system or platform do you use to track and analyze life cycle intelligence? • We don’t use • Standard reports from webinar provider • Home grown or customized system • Marketing or Sales Automation Provider COPYRIGHT 2012 WEBATTRACT
- 9. It’s a MiniTheatrical Event From Let’s Go to Go Live! Budget 6-8 Weeks ACT I ACT II The Plan Recruit Audience ACT III ACT IV ACT V Message Shaping Go Live! Post Webinar ©2012, WebAttract LLC
- 10. Gather Life CycleIntelligence BEFORE EVENT Gather profile data Interests Social Media DURING WEBINAR Online polls Live Questions Social Media AFTER EVENT Surveys Surveys On-Demand Views Social Media Lead Nurturing COPYRIGHT 2012 WEBATTRACT
- 11. Ensuring Predictable Outcomes COPYRIGHT2012 WEBATTRACT
- 12. Thought Leadership Panel Mike Agron Kevin Miller Kim Lloyd Tom Judge Executive Webinar Producer CMO CEO VP Strategy WebAttract, LLC SalesFUSION RocktheDeadline Direct Marketing Partners COPYRIGHT 2012 WEBATTRACT
- 13.
- 14. Capturing and nurturingleads through the b2b webinar funnel Digital Conversation Capture Track behavior, attendance (pre Analyze Present content & post session) through webinars Nurture Ideas Lead Scoring & Score Nurturing Engage Sales Sales
- 15. Map the end-toend process • Know your prospect’s buying process • Map and document the buying and selling process
- 16. “BANT PLUS” SALESREADY LEADS Detailed background Information on the prospect and the selling opportunity helps drive more productive sales results
- 17. REGISTRATION LANDING PAGETIP WHAT WOULD YOU LIKE TO LEARN FROM THIS WEBINAR?
- 18.
- 19. On Line PollsProvide Real Time Digital Feedback How will you monitor your online reputation going forward? Response Rate = 66%
- 20. Exit Survey AlsoProvide Valuable Digital Feedback On a scale of 1 to 5 - How did today’s webinar meet your expectations? Response Rate = 42% with 98% Positive Ratings ©2012, WebAttract LLC
- 21.
- 24. Put Your Salesand 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 you emails and include valuable content and information • Step 3: Do final Registration, Attendance and Performance analytics, Track Website visits COPYRIGHT 2012 WEBATTRACT
- 26. Analyze all OtherLife Cycle Intel What kind of inertial technology Industries Represented are you most interested in? COPYRIGHT 2012 WEBATTRACT
- 27. Study Attendee Insights Interests 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 Kallman models discussing content Panel hardware Filter for the multi- specific inertial Sensor appls 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 COPYRIGHT 2012 WEBATTRACT
- 28. Mine Life CycleIntelligence BEFORE EVENT Gather profile data Interests Social Media DURING WEBINAR Online polls Live Questions Social Media AFTER EVENT Surveys Surveys On-Demand Views Social Media Lead Nurturing COPYRIGHT 2012 WEBATTRACT
- 29. Track registrants andattendees to your site Attendance Email Campaign Registration Responses Basic Web Social/Blog Analytics Corporate MA Software should facilitate pre & post Website Webinar should be a recurring driver for site event data and visits package up the leads 95% of b2b buyers for sales research on the web All site & event data is This “digital conversation” captured an analyzed with your company is inside of the MA system going on whether you know Data is scored it or not! Leads are pre- processed
- 30. Summary • Planning ensures predictable outcomes • Assess what you’ll use to capture digital body language • Use life cycle intelligence to segment sales ready vs. nurturing opportunities • Build an ongoing database to create your own digital body language benchmarks COPYRIGHT 2012 WEBATTRACT
- 31. To Continue theConversation www.webattract.com mike@webattract.com An End2End Solution for Webinar Demand Creation @WebinarReady +916.804.4703 www.salesfusion.com Kevin.miller@salesfusion.com +1.610.648.3823 www.rockthedeadline.com klloyd@rockthedeadline.com @RockDeadline +1.518.210.1699 www.dirmkt.com tjudge@dirmkt.com +1.510.368.7527 COPYRIGHT 2012 WEBATTRACT
- 32. Ask the ExpertsPanel Mike Agron Kevin Miller Kim Lloyd Tom Judge Executive Webinar Producer CMO COO VP Business Development WebAttract, LLC SalesFUSION RocktheDeadline Direct Marketing Partners mike@webattract.com kevin.miller@salesfusion.com klloyd@rockthedeadline.com tjudge@dirmkt.com COPYRIGHT 2012 WEBATTRACT
Editor's Notes
- #6 Intro for Patty: Good morning, and you’re in the right place for “6 Key Metrics That Impact Webinar Performance: Before, During and After Hi from Sacramento CA, I’m Patty Van Hooser with WebAttract, and I’ll be one of your hosts today, along with our co-founder Mike Agron. Speaking of today’s topic…..n ot all demand generation webinars are created equal – some inspire you while others bore you. Ever wonder why? Hosting successful webinars means using metrics to know when you're on target, when you're not and what to do about it. And to tell us about that is Mike Agron, …. CUE – Advance slide to introduce Mike 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #7 A little background and introduction of Mike Mike Agron is an entrepreneur, speaker, thought leader, author of WebinarReady™ and The Five Things You Need to Know About Webinar Audio , and the Executive Webinar Producer and Co-Founder of WebAttract, LLC. WebAttract is a professional services organization of B2B webinar experts, helping sales and marketing professionals excel at using webinars for demand creation to convert more prospects into customers. As an Executive Webinar Producer Mike has produced and moderated informational webinars for global industry brands such as Citrix Online, Dex One, Google, IBM, Intel, Microsoft, Oracle, Underwriters Laboratories as well as many emerging B2B and SMB firms. His goal is to deliver what he calls “High Performing – High Impact” webinars with predictable outcomes., which he’ll be speaking about today. He was recently commissioned by to write the eBook you see on your screen, WebinarReady – A Step-by-step guide to hosting successful webinars”, and we invite you to download a complimentary copy from our website webattract.com , as much of today’s topic can be found in more detail in WebinarReady. Patty then says, welcome Mike…….. Hi, and encourages asking of questions…. CUE – After Patty’s intro, Mike will speak to this slide, a little banter, then go to next slide for launching 2 quick polls. Who will launch the next 2 polls…Mike or Patty? 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #8 Launch Poll #1, share results….then go to #2…. 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #9 Launch #2, share results….acknowledge and move to Billy Bean/Moneyball story 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #10 Managing the Webinar Life Cycle - Citrix & Content Marketing Institute 12.1.11
- #11 Mike Remember your building a relationship, albeit virtual…. Valuable info can be gathered Before, During and After the webinar to get into a sales conversation Tip ; What do you want to learn? These metrics along with a solid methodology, bets practices will provide a level of predictability on your outcomes…. Advance…….to get under the hood 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #12 Mike- Objectives: TL, sales leads, customer retention? Audience value – WIFM, is it timely/relevant, targeted? Define Success Factors: # of registrants, or # of attendees, or # new sales leads? CTA: For the audience, what do you want them to do after the webinar? For you, what’s your follow up plan post webinar for calling the sales ready leads and nurturing the others? Analyze the Life Cycle Intel…..Adv 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #13 Intro for Patty: Good morning, and you’re in the right place for “6 Key Metrics That Impact Webinar Performance: Before, During and After Hi from Sacramento CA, I’m Patty Van Hooser with WebAttract, and I’ll be one of your hosts today, along with our co-founder Mike Agron. Speaking of today’s topic…..n ot all demand generation webinars are created equal – some inspire you while others bore you. Ever wonder why? Hosting successful webinars means using metrics to know when you're on target, when you're not and what to do about it. And to tell us about that is Mike Agron, …. CUE – Advance slide to introduce Mike 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #14 Mike Remember your building a relationship, albeit virtual…. Valuable info can be gathered Before, During and After the webinar to get into a sales conversation Tip ; What do you want to learn? These metrics along with a solid methodology, bets practices will provide a level of predictability on your outcomes…. Advance…….to get under the hood 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #15 Prospective buyers are engaging with you in search, social, blog, online ads….and more You must inject yourself info this digital conversation and present materials that entice forms completion and lead capture Present your visitors with new content that is engaging and educational. Become a source of industry best practices and elevate to trusted advisor status through intelligent nurture marketing Move the highest value leads to CRM/Sales quickly. Engage sales via email alerts and relevant contact history in CRM. Use traditional web analytics to optimize your sites performance by analyzing site behavior Capture all data points and group, rank, score and route leads to appropriate follow up path.
- #17 (Cue) tom talks about BANT, + Lori}} Thank you Tom, now, let’s drill down and Identify where lead generation fits into the lead nurturing process {Lori} advances slide for Ruth to come in and discuss that lead nurturing is a process How Fat Is Your Goose? 12/06/12
- #19 Mike Remember your building a relationship, albeit virtual…. Valuable info can be gathered Before, During and After the webinar to get into a sales conversation Tip ; What do you want to learn? These metrics along with a solid methodology, bets practices will provide a level of predictability on your outcomes…. Advance…….to get under the hood 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #20 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #21 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #22 Mike Remember your building a relationship, albeit virtual…. Valuable info can be gathered Before, During and After the webinar to get into a sales conversation Tip ; What do you want to learn? These metrics along with a solid methodology, bets practices will provide a level of predictability on your outcomes…. Advance…….to get under the hood 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #23 1a) How do you learn more about the vendors before you started to "engage" with them? Because once you get a sales person on you, it's difficult to stop. <Rick> Honestly, I know it is harder and harder to do anonymous research today. Many white papers require you to provide an e-mail address to even download now. It is hard for a salesman to know when I’m educating myself on a topic or if I’m serious about buying. I will confess, if I don’t recognize a number, I won’t answer a phone call. But if the product is related to a problem I’m having, I will probably skim an e-mail or download a paper… Eventually, if I’m ready to get serious, I’m going to return a voicemail, or send an e-mail. 1b) Can you describe an example where a vendor did a great job “engaging with you” on what they have to offer? <Rick> I think there are some vendors in end-to-end monitoring that do a great job with their content. One company sent me a Dilbert squishy toy that really got me to read the letter in the box – which made me realize I’d seen a number of e-mails from that vendor previously and I went back and learned more about them. I asked for a meeting and will likely take action when I get budget for the project. 1c) For that example, can you describe an example where a vendor did an awful job, and they fell off your shortlist? <Rick> One vendor used to be very much a strategic partner. I recently re-engaged with them after learning of some of their mobile capabilities. The salesman pushed a conference on me and wasn’t engaging on my business problem. Stay relevant!! CUE for Kim to advance slide…. RTD - How to Get on the Radar of the IT Buyer With Effective Content Marketing Strategies 12/06/12
- #24 Does tweeting work? <Rick> You know – I’m all over the map on this one. I used to be “pro” tweeting. But now my tweeting is more around events and short term trends. There is just too much tweeting by people now who can’t possibly be reading everything they are tweeting about. I’ve seen folks that are tweeting every 5-minutes like clockwork and they are references to 3 rd party articles. It’s information overload and I don’t think the information is curated enough to sift through efficiently. Even if it is someone I followed. On the flip side, there are some that I stay with – Venture Beat is an example for that super new stuff… Last question, how much time a day do you spend keeping up with this stuff? {Kim's Cue} Move slides after the answer to this question RTD - How to Get on the Radar of the IT Buyer With Effective Content Marketing Strategies 12/06/12
- #25 Mike Now it’s time to put on our S/M hat and here’s the 3 steps to take: Review each one Advance…to Dashboard.. 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #26 Time Goal: 3 minutes Kim L: Give a specific example of a trend you found out about that made you sit up and think, hey I better pay attention to this? (what was the trend, how did you find out about it?, Rick: Honestly, this one goes back about 18-months, but the one that I wasn’t paying much attention to was consumerization of IT. One day I thought we had a firm handle on end user computing and the next day I woke up and found we had 10,000 smart devices in our environment at one level or another plus a bunch of Mac’s. This has actually happened to most companies – BYOD has sort of happened around us. Before our policies and tools were really ready, ½ the users had iPhones. So it has been a scramble to ramp up on technologies like Mobile Enterprise Application Platforms, Mobile Device Management, Data Loss Prevention tools, Enterprise file sharing, and how other companies are making their choices in this space. Luckily, in the 400-plus e-mails per day that I get, there were many nuggets around most of these items, almost every day. And eventually, that rule of seeing a name 7-times before it sinks in catches up and I started looking at some more closely. {Kim Cue} Move slides after the answer to this question RTD - How to Get on the Radar of the IT Buyer With Effective Content Marketing Strategies 12/06/12
- #27 Mike – hold for 15 -20 seconds, Other insights we’ve learned, again from data collected from Reg Landing Page and Polls…..Industries and Interests….. But here’s where it really gets interesting….adv to detailed attendee reports 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #28 Mike Let’s look at what we can learn about each person who registered and or attended…….. What’s really cool about this data is that you can connect with your prospects by knowing a little about them making for a warmer conversation then simply trying to sell them something…. Advance to segmenting your leads… 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #29 Mike Remember your building a relationship, albeit virtual…. Valuable info can be gathered Before, During and After the webinar to get into a sales conversation Tip ; What do you want to learn? These metrics along with a solid methodology, bets practices will provide a level of predictability on your outcomes…. Advance…….to get under the hood 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #31 Mike- Summary CTA….try this and by all means, please feel free to call us if we can help you with any of the info we covered or any other topic. Get ready for Poll#3…… 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #32 For more info…. Then advance to Q/A 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12
- #33 Intro for Patty: Good morning, and you’re in the right place for “6 Key Metrics That Impact Webinar Performance: Before, During and After Hi from Sacramento CA, I’m Patty Van Hooser with WebAttract, and I’ll be one of your hosts today, along with our co-founder Mike Agron. Speaking of today’s topic…..n ot all demand generation webinars are created equal – some inspire you while others bore you. Ever wonder why? Hosting successful webinars means using metrics to know when you're on target, when you're not and what to do about it. And to tell us about that is Mike Agron, …. CUE – Advance slide to introduce Mike 6 Key Webinar Metrics - BrightTALK Video & Webinar Summit 12/06/12