Case Studies: How Webinars Move Buyers Through the Sales Cycle

Speakers

Mike Agron

Co-Founder & Executive Webinar Producer, WebAttract

Julian Rocco

Online Web Technology Specialist, Arkadin

Webinars

A Time for Story Telling

Generate Leads with Engaging Webinars

Attract Engage Convert

Attract and Convert Prospects into Advocates and Customers

Did the Webinar Move Attendees Intent to Purchase?

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

What We’re Talking About Today

Your Turn – Q/A Tips for Pulling it Altogether

5 Case StudiesSetting the Stage to Optimize Outcomes

1 23 4

Setting the Stage1

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

Better OutcomesPain Points - Questions

Actively Looking for a SolutionTimely and Relevant

OR

Webinars Are Magnets for Attracting Prospects Who Are Ripe To Become Your Customers

Story Telling Beyond Sound Bites

Highlight Innovative Solutions

Promote Thought Leadership

Disruptive Markets and Industry Shifts Provide

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

Case Study: Business Improvement

Popular B2B Thought Leadership Webinar Themes

How To – Tutorial

Standards & Compliance

GREAT CONTENT!

Case Studies

Industry Analysts

Clients Partners

Publishers Editors Authors

White Papers

Where Do You Find Great Content?

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

Theatrical - Think of a Radio Show With Pictures

Your Challenge

Create an engaging event to

CORRAL & SPURpeople to have a

1:1 CONVERSATION& become your CUSTOMER!

© 2015 WEBATTRACT

The 3 Biggest Webinar Myths

Build it and they will come1 Build it and they will come1I’m a great presenter, I’ll just show up and wing it2All attendees are “sales ready” to buy now3

70%

“No Thanks, I’m Just Looking”They are on a journey

Reaching B2B Buyers Today is Done Online

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

# 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

B2B email marketing typically accounts for driving over 90% of all registrations

50,000 ContactsMatch WebinarValue Proposition

Register

¼ - ½ of 1%125 – 250+

Attendance

40% Registration

50 – 100+

Use back of the envelope projections to determinelikely registration and attendance outcomes

Going Beyond Your House List

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

< 20% 25%+/- 35%+

Click Thru Ratio (CTR) Is The Gold Standard

What Does It Measure? What Does It Predict?

Percent of PeoplePeople who Register

Click to Registration Page

Registration - AttendanceRegistration landing pageMessage and value prop

5 Client Case Studies2

How the leading provider of automotive retail advanced software tools balanced customer

retention vs. attracting new customers

Convert Prospects Into Customers

Case Study #1

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

Power of a Winning Content Marketing Webinar Series

#1Thought Leader –

Tutorial

#2Thought Leader –

Tutorial

#3Case Study

Dale PollakvAuto Founder 

New Vehicle Pricing ChallengesDealer Margins> 31% decline in gross Market-Based Pricing> Consumers respond to fair market pricingMinimizing Discounts> Less need to negotiate deals with buyers

First Dale Pollak Set the Stage

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 BlickleDealer Principal

Performance ToyotaSinking Spring, Pa

Metrics & Benchmarks OutcomesRegistered 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

# Key Takeaways1 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

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

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

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

Attract and educate a diverse group of health-based decision makers on new reimbursement options for

telehealth services to drive product sales

Thought LeadershipSales Pipeline

Case Study #3

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

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

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

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

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

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 & GeosMeasuring Intent

to Purchase

Case Study #5

Case Study #5

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%

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

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

Build it and they will come

The 3 Biggest Webinar Myths

1I’m a great presenter, I’ll just show up and wing it2All attendees are “sales ready” to buy now3

LogisticsBusiness Drivers Human Factors Technology

An Ongoing Balancing Act

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

Don’t Forget About Your Audience!

# 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

1. Identify market trends, disruptions, & challenges2. Brainstorm and create “must have” topics3. Chose content you can tell a story around4. 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