How 3 Brands Used Webinars to Drive New Business by @WebinarReady for @connectmembers
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Transcript of How 3 Brands Used Webinars to Drive New Business by @WebinarReady for @connectmembers
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COPYRIGHT 2013 WEBATTRACT
Case Studies: How 3 Brands Used Webinars to Drive New Business
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
@WebinarReady
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Send your questions 3 ways:
Tweet: @connectmembers
Via The Corner! Bit.ly/CornerEvents
Or in the Question’s box on your screen
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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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Today - Reaching B2B Buyers is Done Online
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Content Marketing Makes Buyers More Intelligent
Informational vs. Sales Pitch
Case Study Product Centric
Best Practices – Lessons Learned Features - Benefits
Business 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 I Setting the Stage
ACT IV Sound Checks
Go Live!
ACT III Content - Practice
ACT II Recruit Audience
ACT V Post Webinar
©2012, WebAttract LLC
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The WebinarReady Life Cycle
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Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data Interests
Social Media DURING WEBINAR
Online polls Live Questions Social Media
Surveys AFTER EVENT
Surveys On-Demand Views
Social Media Lead Nurturing
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It’s an Ongoing Balancing Act
Logistics Business Drivers Human Factors Technology
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Co
mm
erc
ial O
utc
om
es
Value to Your Audience
High Value – High Impact
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Webinar Demand Generation Challenges
Attract
Engage Convert
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Poll #1
Which of the following are your biggest webinar challenges?
(Please select one)
Attracting the right audience and more of them
Engaging your audience
Converting them from a prospect into a customer
Other
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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 Points Better Outcomes
Actively Looking for a Solution
OR
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COPYRIGHT 2013 WEBATTRACT
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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, 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 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 Register
Click to Registration Page
Registration - Attendance
Registration landing page
Message and value prop
The #1 Predictable Metric Click 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
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© 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 VoIP
For 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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COPYRIGHT 2013 WEBATTRACT
Challenges
Target Multiple Decision Makers
Low awareness of category & brand
Tight economy impacting budgets
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COPYRIGHT 2013 WEBATTRACT
Objectives
Explain technology beyond sound bites
Elegantly introduce brand without selling
Test efficiency of a webinar
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COPYRIGHT 2013 WEBATTRACT
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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COPYRIGHT 2013 WEBATTRACT
Message Shaping Ideas
During registration “always” ask “What would you like to learn”?
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COPYRIGHT 2013 WEBATTRACT
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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COPYRIGHT 2013 WEBATTRACT
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NOTE: For Internal Use Only The Audience Won’t
See This. Last Updated 10.14.10 mha
Welcome to
Designing and Verifying Safety
Instrumented Systems
Moderator: Mike Agron, Executive Webinar Producer
Wednesday 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 VoIP
For 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 +1 323 417 460
Webinar ID 310885130
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COPYRIGHT 2013 WEBATTRACT
Challenges
Rise above noise to create visiblity
Reach a niche target
Feed the demand gen funnel
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COPYRIGHT 2013 WEBATTRACT
Objectives
Show thought leadership
Achieve 500 registrants
Intro audience to online reference tools
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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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COPYRIGHT 2013 WEBATTRACT
Co
mm
erc
ial O
utc
om
es
Value to Your Audience
High Value – High Impact
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COPYRIGHT 2013 WEBATTRACT
Webinar Demand Generation Challenges
Attract
Engage Convert
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The WebinarReady Life Cycle
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Methodology
Best 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
+1.916.804.4703 Best Practice Videos - Case Studies – Blog - eBooks
Customer & Thought Leadership Webinars
September 9-11, 2013 Cleveland, Ohio
Lunch n’ Learn Series – Wed. Sept. 11 “How to Develop a Webinar Series that Works”
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Poll #2
To learn more and continue the conversation (Please select all that apply)
Send me my complimentary download of WebinarReady™ - How to Host Successful Webinars
I’d like to arrange a complimentary follow on meeting with WebAttract
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Your Turn – Questions & Answers
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Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC