Part 1 - Winning Minds and Markets with Thought Leadership Webinars

Part 1: Winning Minds and Markets with Thought Leadership Webinars

Mike Agron, CEO, WebAttract

Toll-free: 1 877 568 4108

Access Code: 202-283-206

Audio PIN: Shown after joining the Webinar

© 2014 WEBATTRACT

Mike Agron

Co-Founder

Executive Webinar Producer

WebAttract, LLC

[email protected]

@WebinarReady

Citrix - WebAttract

A Step-by-Step Guide to

Hosting Successful Webinars

Winning Minds and Markets With Thought Leadership Webinar

2 Part Series Based on Actual Case Study Examples

http://www.webattract.com/

© 2014 WEBATTRACT

For Professionals Responsible for Demand Gen Emerging and Global Brands

1. Marketing, business development, sales, publishers and entrepreneurs

2. Drive fresh new sales leads, brand awareness and thought leadership

3. Anyone involved in planning webinars looking for better outcomes

© 2014 WEBATTRACT

Part 1- Behind the Scenes - Today

Benefits of a Series Over a “1-off”

B2B & SMB Case Studies Outcomes

Best Practices & Lessons Learned

© 2014 WEBATTRACT

Part 2 - Getting Under the Hood - Next Wednesday

6 Key Metrics for Predictable Outcomes

Tips for Planning a Series

Pulling it All Together for the WIN

© 2014 WEBATTRACT

Poll #1

Our use of demand generation webinars is:

(Please select all that apply)

We do “1-off” webinars

We do thought leadership webinar series

We’re considering doing a thought leadership series

We haven’t done either a “1-off” or a series yet

© 2014 WEBATTRACT

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

© 2014 WEBATTRACT

Case Study: Business Improvement

How To - Tutorial

Standards & Compliance

Popular B2B Thought Leadership Webinar Themes

© 2014 WEBATTRACT

Key Webinar Demand Generation Challenges:

Attract Engage Convert

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The 3 Biggest Webinar Myths

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Reaching B2B Buyers Today is Done Online

“No Thanks, I’m Just Looking”

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

Better Outcomes Pain Points - Questions

Actively Looking for a Solution

OR

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Successful Demand Generation Webinars are Content Driven and Well Planned

• Disrupted Markets

• Disruptive Solution

• Passionate Speakers

• Measureable Outcomes

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A Time for Story Telling

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Think of a Radio Show With Pictures

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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

© 2014 WEBATTRACT

Measuring Webinar Effectiveness

# How Webinars Impact the Bottom Line

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

© 2014 WEBATTRACT

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

Did the Webinar Move Intent to Purchase?

Mid

Po

int

Q &

A

© 2014 WEBATTRACT

Effective Webinars are Content Marketing at it’s Best C

om

me

rcia

l Ou

tco

me

s

Value to Your Audience

© 2014 WEBATTRACT

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

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Market disruption

Staying relevant with digital

Customer acquisition

Challenges

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Objectives

Add webinars to marketing mix

Educate to foster relationships

Position as trusted marketing partner

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

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Metrics & Benchmarks Outcomes

Registered 17,500

Attended 8500

Attendance Ratio 49%

Avg. Session Time 54 minutes

Avg. Satisfaction 93%

Used online polling to create up-sell opportunities

Over 20% uptake with attendees

© 2014 WEBATTRACT

# Key Takeaways

1 Offered highly relevant info to deal with SMB disruptions

2 Not afraid to give away content and lots of it

3 Delivered on what they promised

4 Always had a clear call to action internally and externally

5 Did lead nurturing post webinar

Lessons Learned

© 2014 WEBATTRACT

How a well-known technology company used thought leadership to

establish a new category

© 2014 WEBATTRACT

Target multiple decision makers

Low awareness of category & brand

Tight economy impacting budgets

Challenges

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Explain technology beyond sound bites

Introduce brand without selling

Test efficiency of a webinar

Objectives

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Series Highlights

Industry Trends – Case Study

Thought Leader – Case Study

Thought Leader – Tutorial

© 2014 WEBATTRACT


Registered 600

Attended 325




Segmented Leads for Nurturing Over 80 % - 20% Went to Account Managers – 60% Nurturing

© 2014 WEBATTRACT

# Key Takeaways

1 Used well known 3rd party experts to promote thought leadership

2 Balanced diverse audience interests of caregivers vs. commercial

3 Used demonstrable outcomes from client case studies

4 Invested in post webinar lead nurturing using content marketing

Lessons Learned

© 2014 WEBATTRACT

Challenges

Rise above noise to create visibility

Create trust in niche markets

Feed the demand gen funnel

© 2014 WEBATTRACT

Objectives

Show thought leadership to 5 key markets

Achieve 350+ qualified registrants

Post webinar - Refer audience to online reference tools & solutions

© 2014 WEBATTRACT

Series Highlights Delivered 16 Webinars between June 2010 and Sep 2013

Compliance & Standards: 6 Tutorial/Case Study: 3 Professional Development: 7

© 2014 WEBATTRACT


Registered 6695

Attended 2721




On Demand Viewings 2308 or 24% Registered

Fresh New Sales Leads from On Demand Viewings

1558 or 67% of Registered

© 2014 WEBATTRACT

# Key Takeaways

1 Used thought leaders to educate and inform executives

2 Did not overly promote their own offerings

3 Focused content on “must have” vs. “nice to have”

4 Leveraged industry disruptions to attract and engage

5 Rotated themes from tutorials, compliance and professional

Lessons Learned

© 2014 WEBATTRACT

# Strategy

1 If you fail to plan, you plan to fail

2 Embrace disruption and change

3 Breathe life and tell a great story around static content

4 Use passionate 3rd party experts aka thought leaders

5 Give to get vs. get to give

6 Have a call to action before, during and after

Today’s Key Takeaways

© 2014 WEBATTRACT

Winning Minds and Markets with Thought Leadership Webinars

Multiple Impressions

Nurture Prospects to Become Customers

Content Marketing at its Best

Become a Trusted Advisor

Create

Advocates

© 2014 WEBATTRACT

Part 2 - Getting Under the Hood - Next Wednesday

6 Key Metrics for Predictable Outcomes

Tips for Planning a Series

Pulling it Altogether for the Win

© 2014 WEBATTRACT

Poll #2

To learn more and continue the conversation: (Please select all that apply)

Send me my complimentary download of WebinarReady™

I’d like to arrange a complimentary follow on meeting with WebAttract

Please send me info on the OMI Master Webinar Producer Crash Courses & Certification

© 2014 WEBATTRACT

To Continue the Conversation

WebAttract Thought Leadership Webinars and Webcasts

www.webattract.com or [email protected] Best Practice Videos - Case Studies – Blog - eBooks

Customer & Thought Leadership Webinars

Coming Soon…. Master Webinar Producer Crash Courses and Certification

See You Next Week Part 2: Getting Under the Hood Wednesday Feb. 12, 2014

http://www.webattract.com/

mailto:[email protected]

Thank You!

Part 1 - Winning Minds and Markets with Thought Leadership Webinars

Marketing

Transcript of Part 1 - Winning Minds and Markets with Thought Leadership Webinars