Webinars: How 3 Brands Used Webinars to Drive New Business - Mike Agron
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Transcript of Webinars: How 3 Brands Used Webinars to Drive New Business - Mike Agron
COPYRIGHT 2013 WEBATTRACT
How 3 Brands Used Webinars to Drive New Business
Mike AgronCo-Founder & Author
WebAttract, [email protected]
@WebinarReady
COPYRIGHT 2013 WEBATTRACT
What We’re Going to Cover
Brand Profile Challenges Objectives
Business Outcomes
Role of Metrics
Success Factors
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What We Want You To Walk Away With
• Webinar effectiveness on business impact
• How a proven methodology optimizes outcomes
• Role of metrics & benchmarks
• Challenge the status quo with new ideas
• Have your questions answered
• Resources to get started
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Then - Reaching B2B Buyers
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70%Today - Reaching B2B Buyers is Done Online
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Content Marketing Makes Buyers More Intelligent
Informational vs. Sales PitchCase Study Product Centric
Best Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing
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2013 B2B Content Marketing Budgets & Trends
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Think of a Radio Show With Pictures
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It’s a Mini Theatrical Event From Let’s Go to Go Live!
Budget 6-8 Weeks
ACT ISetting the Stage
ACT IVSound Checks
Go Live!
ACT IIIContent - Practice
ACT IIRecruit Audience
ACT VPost Webinar
©2012, WebAttract LLC
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The WebinarReady Life Cycle
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Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile dataInterests
Social Media DURING WEBINAR
Online polls Live QuestionsSocial Media
Surveys AFTER EVENT
SurveysOn-Demand Views
Social MediaLead Nurturing
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It’s an Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology
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Com
mer
cial
Out
com
es
Value to Your Audience
High Value – High Impact
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Webinar Demand Generation Challenges
Attract
EngageConvert
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How a training company used a webinar to find and close a MILLION dollar deal
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Challenges
Go beyond traditional channels
Repurpose 30 years of content
Needed fresh new prospects
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Objectives
Reinforce HJF thought leadership
Promote brand to a broader base
1:1 conversations with decision makers
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Webinars Are Magnets for Attracting Prospects That Are Ripe To Become Your Customers
Disruption – Pain PointsBetter Outcomes
Actively Looking for a Solution
OR
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thefriedmangroup.com
Shake Up Your Company, Your Store, Your People
And Sales Increases Will Follow
United States · Brazil · Argentina · Chile · India · New Zealand · Australia South Africa · Colombia · Central America · Mexico
Welcome To The Webinar!
Wednesday, September 22, 201011 am - noon Pacific noon - 1 pm Mountain
1 pm - 2 pm Central 2 pm - 3 pm Eastern
Audio is available via landline or VoIP
For VoIP: You will be connected to audio using your
computer’s speakers or headset.
For Landline: Select Use Audio Mode
Use Telephone after joining the Webinar.
US/Canada attendees dial 516- 453- 0014
Webinar ID: 113-306-419
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A Time for Story Telling
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Business Outcomes
• Closed a Million Dollar sale• Achieved 3 key objectives• Started Webinar Wednesdays• Offering a suite of eLearning modules
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What Does It Measure? What Does It Predict?
Percent of People
People who RegisterClick to Registration Page
Registration - AttendanceRegistration landing pageMessage and value prop
The #1 Predictable MetricClick Thru Ratio (CTR)
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Metrics
Key Metrics Results
Registered 501 = 39% CTR
Attended 270 = 54% AR
Satisfaction – Response Rate 91% - 31%
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Success Factors
• Matched value prop to recruitment targets• Used daily tracking to measure progress• Informed rather than sold• Gave valuable content to get interest• Leveraged disruptive nature of retail to go
beyond the status quo• Clear call to action via tips & resources
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How a well known technology company used thought leadership to
establish a new category
© 2012 Intel-GE Care Innovations LLC. All rights reserved. *All other third-party trademarks referenced herein belong to their respective owners.
Monitoring Technology Provides Vital Information to Help Boost Community Service Levels and Occupancy Rates
Tuesday, June 26, 2012
DHF-XXXX, Rev. 0.0
9 am – 10 am Pacific 10am – 11 am Mountain
1
1 am – noon Central Noon – 1 pm Eastern
Audio is available via landline Or VoIPFor VoIP: You will be connected to audio using your computer’s speakers or headset.
For Landline: Please select Use Audio Mode Use Telephone after joining the Webinar. US/Canada attendees dial +1 (832) 225-5864 Access Code 232-327-683
Need Technical Assistance?Submit a question via your “Questions” pane,
or contact GoToWebinar at: 1-800-263-6317 Select options 2,1,1
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Challenges
Target Multiple Decision Makers
Low awareness of category & brand
Tight economy impacting budgets
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Objectives
Explain technology beyond sound bites
Elegantly introduce brand without selling
Test efficiency of a webinar
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47%
22%
18%
13%
Which type of business best describes your community?
Assisted Living Community
Other
CCRC
Senior Retirement Community
Metrics - Validating Audience Profile
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Message Shaping Ideas
During registration “always” ask “What would you like to learn”?
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Business Results & Outcomes
Raising Awareness
Established Thought Leadership
ROI Case Study
Increase Downloads & Web Activity
On Demand Views
New Sales Prospects
“Hot List” for AMs
Bucket #1 Engaged with Sales (15 – 20%)
Bucket #2 Nurturing Sales Funnel (80%)
Bucket #3 Non-qualified or opted out
Data Mining
Insight for Establishing New Conversations
Instant Add of High Quality Contacts
Webinar Now a Sales Tool - #3 Go Live! 6.5.13
One Deal Will More Than Pay For the Webinar Investment
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Success Factors
• Featured a well known editor as a panelist• Used subject swaps to optimize registration• Balanced needs of professional caregivers vs.
business concerns• Resisted pitching product or overt sales tactics• Professional moderator drove sound checks,
dress rehearsals and go live!
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How a web based analytics firm generated 774 on demand viewings
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Challenges
Rise above noise to create visiblity
Reach a niche target
Feed the demand gen funnel
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Objectives
Show thought leadership
Achieve 500 registrants
Intro audience to online reference tools
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NOTE: For Internal Use Only The Audience Won’t See This. Last Updated 10.14.10 mhaWelcome to
Designing and Verifying Safety Instrumented Systems
Moderator: Mike Agron, Executive Webinar ProducerWednesday December 8, 2010
11 am – noon Pacific noon – 1 pm Mountain
1 pm – 2 pm Central 2 pm – 3 pm Eastern
Audio is available via landline or VoIPFor VoIP:
You will be connected to audio using your computer’s speakers or headset.For Landline:
Please select Use Audio Mode Use Telephone after joining the Webinar.
US/Canada attendees dial +1 323 417 460Webinar ID 310885130
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Key Metrics
On Demand Viewings 431 viewings in first 45 days Viewing # - % Total Viewings
Total Registrations 666 (CTR = 45%)
Total Attendance 353 (51%)
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 = 116% Reg.
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Success Factors
• Created must have vs. nice to have topic• Used subject matter experts to create story arc• Promoted thought leadership, no selling• 97% of attendees said it met or exceeded • Had a clear internal call to action to schedule
40 post webinar meetings
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ANYBODY CAN DO A MEDIOCRE WEBINAR
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Com
mer
cial
Out
com
es
Value to Your Audience
High Value – High Impact
COPYRIGHT 2013 WEBATTRACT
Webinar Demand Generation Challenges
Attract
EngageConvert
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The WebinarReady Life Cycle
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MethodologyBest Practices
Metrics
The Case for Getting WebinarReady
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To Continue the Conversation
WebAttract Thought Leadership Webinars and Webcasts
www.webattract.com [email protected] or @WebinarReady
+1.916.804.4703Best Practice Videos - Case Studies – Blog - eBooks
Customer & Thought Leadership Webinars
September 9-11, 2013Cleveland, Ohio
Lunch n’ Learn Series – Wed. Sept. 11“How to Develop a Webinar Series that Works”
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Your Turn – Questions & Answers
Mike AgronCo-Founder
Executive Webinar ProducerWebAttract, LLC