Final.CMW2013 Developing a Webinar Series That Works

@WebinarReady - @cmicontent - #cmworld

“Don’t Do Just One Webinar –

Create a Winning Thought

Leadership Series”

Mike Agron Webinar Demand Generation Expert

WebAttract, LLC


Welcome and Introductions


An expert is someone with knowledge on a key topic

A thought leader is a recognized expert (go-to person) in their space

Mitchell Levy Thought Leader Evangelist & Author #Creating Thought Leaders


Thought Leadership Series Educates Prospects

Multiple Impressions

Nurture Prospects & Customers

Capitalize on Your Content

Become a Trusted Advisor

Attract New Prospects


Measuring Webinar Effectiveness

# Impact on the Bottom Line

1 Net new deals closed

2 Converting a prospect to a customer

3 Up sell & cross sell to existing base

4 Increase sales pipeline

5 Puts you on the map as a viable player

6 Reach new markets & geographies


A Time for Story Telling


Think of a Radio Show With Pictures


It’s a Mini Theatrical Event

ACT I Setting the Stage

ACT IV Sound - Go Live!

ACT III Content - Practice

ACT II Recruit Audience

ACT V Post Webinar


Methodology

Best Practices

Metrics

Critical Success Factors


An Ongoing Balancing Act

Logistics Business Drivers Human Factors Technology


Effective Webinars are Content Marketing at it’s Best

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Value to Your Audience


• Case Studies of emerging & global brands

• Outcomes & Metrics

• Best Practices & Lessons Learned

What We’re Going to Cover


What You’ll Learn • Increase webinar effectiveness for both prospects

and customers

• Most popular B2B themes for developing a series

• Ideas to get started and additional resources

• Webinars are the content marketing gift that keeps on giving


Webinar Demand Generation Challenges

Attract Engage Convert


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

Disruption – Pain Points Better Outcomes

Actively Looking for a Solution

OR


Successful Demand Generation Webinars are Content Driven and Well Planned

• Disrupted Markets

• Disruptive Solution

• Passionate Speakers

• Measureable Outcomes

Status Quo


Moderator: Mike Agron, Executive Webinar Producer

Jim Ziegler President

Ziegler Super Systems

Terry Longmore General Manager

Beasley Ford Lincoln

Apple Automotive Group of York, PA

Randy Kobat VP of Strategic Initiatives

MPI

FEATURED PANEL

Case Study: How a Dealership Group Leveraged Service Leads to Increase New Car Sales


Case Study: Business Improvement

How To - Tutorial

Standards & Compliance

Popular Webinar Themes


How a web based analytics firm augments their demand generation goals


Challenges

Rise above noise to create visibility

Create trust in niche markets

Feed the demand gen funnel


Objectives

Show thought leadership to 5 key markets

Achieve 350+ qualified registrants

Post webinar - intro audience to online reference tools & solutions


Series Highlights Delivered 15 Webinars between June 2010 and Sep 2013

Compliance & Standards = 5 Tutorial/Case Study = 3 Professional Development = 7


Outcomes

• 6500 Registered (June 2010 – June 2013 for 15 webinars)

• 2650 Attended = 41% Attendance Ratio

• On Demand = 2206 of which 1473 or 66% New Leads

• Average time in session = 54 minutes

• Average satisfaction = 91%


Best Practices & Lessons Learned

• Used well known 3rd party experts to educate and inform engineering executives

• Did not overtly promote their own solutions

• Created “must have” vs. “nice to have topics” that aligned with market trends

• Provided and rotated a balance of themes from tutorials, compliance, and professional development


How an established brand was able to reinvent itself & find new leads in a changing market


Challenges

Market disruption

Staying relevant with digital

Customer acquisition


Objectives

Add webinars to marketing mix

Educate to foster relationships

Position as trusted marketing partner


Series Highlights Delivered 15 Tutorial Webinars between April 2010 and April 2012


Outcomes • Over 17,500 Registered

• Over 8,500 Attended = 49% Attendance Ratio

• Registration grew over time from 334 per webinar to 5000 per webinar



• Used online polling to create up-sell opportunities with 20% of attendees



• Offered highly relevant & helpful info to local businesses owners dealing with market disruptions

• Not afraid to give away free content

• Delivered what they promised and then some

• Always had a clear call to action internally & externally

• Did lead nurturing post webinar


How a well-known technology company used thought leadership to

establish a new category


Challenges Target multiple decision makers in a

small but robust market

Low awareness of category & brand

Tight economy impacting budgets


Objectives

Explain technology beyond sound bites

Elegantly introduce brand without selling

Test efficiency of a webinar


Series Highlights

Industry Trends – Case Study

Thought Leader – Case Study

Thought Leader – Tutorial


Outcomes

• Over 600 Registered

• Over 325 Attended = 54% Attendance Ratio

• Registration grew over time from 151 to 270



• Created sales conversations with 15% of attendees

• Segmented 80% of leads for nurturing



• Used well known 3rd party experts to tell the story around their disruptive solution

• Balanced audience interests between needs of professional caregivers and business goals

• Used demonstrable outcomes from client case studies

• Invested post webinar in a lead nurturing campaign


How a print & online niche publisher builds audience loyalty while monetizing content


Series Highlights Delivered 8 Tutorial Webinars between June 2011 and Sep 2013


Outcomes

• 5200 Registered (June 2011 – May 2013 for 8 webinars)

• 2500 Attended = 48% Attendance Ratio

• Over 60 countries registered

• 1350 OD Viewings of which 300 were fresh new leads

• Average time in session = 80 mins. of a 90 minute webinar



How Did the Webinar Move Attendees 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, butnow intend to acquire

Was just researching andnow see no need

Decreased


Best Practices & Lessons Learned • Informed engineering decision makers with a blend of

experts from academia and industry

• Content was “must have” vs. “nice to have ”

• Used knowledgeable moderators to keep the conversations fluid and engaging

• Included 2 Ask the Expert sessions

• Debriefed sponsors to mine sales intelligence captured

• Had a clear call to action


Thought Leadership Series Benefits

Multiple Impressions

Nurture Prospects & Customers

Capitalize on Your Content

Become a Trusted Advisor

Attract New Prospects


How to Get Started 1. Identify market trends, disruptions, challenges,

opportunities and then create your audience profile

2. Brainstorm “must have” topics your audience finds of value

3. Create content to tell the story with measureable outcomes

4. Recruit passionate and knowledgeable speakers: industry analysts, authors, editors, clients, partners, etc.

5. Establish desired outcomes, call to action & metrics to measure success

6. Develop a project plan to produce and host your series


Methodology

Best Practices

Metrics

Critical Success Factors


Effective Webinars are Content Marketing at it’s Best

Co

mm

erc

ial

Ou

tco

me

s

Value to Your Audience


To Continue the Conversation

An End2End Solution for Webinar Demand Creation

On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)

Website & Learning Center, Best Practice Videos www.webattract.com

[email protected] 916-804-4703

http://www.webattract.com/

mailto:[email protected]


Outcomes & Metrics Metric Benchmark

Registration 250 – 1000+

Attendance 100 – 400+

Audience Retention 80% of Peak Audience is still on at start of Q/A

Audience Satisfaction 85%+ Met, Above, Exceeded

On Demand Viewings “The Content Marketing Gift That Keeps On Giving”

10% - 40% Registration

Final.CMW2013 Developing a Webinar Series That Works

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