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Best practices Winning Webinar Strategies for Product Managers

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Webinars are proven marketing tool. They are also a great vehicle for today's product managers who want to go beyond sound bites and communicate real business value.

This deck is based on a webinar delivered by The 280 Group and WebAttract to anyone involved in planning webinars that is looking for better outcomes and best practices who wants to drive fresh new sales leads, raise brand awareness or promote their thought leadership.

Publié dans : Marketing
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Best practices Winning Webinar Strategies for Product Managers

  1. 1. © 2013-2014 280 Group LLC. Best Practices: Winning Webinar Strategies for Product Managers Thursday, May 29, 2014 Brian Lawley CEO and Founder 280 Group Mike Agron CEO and Co-Founder WebAttract
  2. 2. © 2013-2014 280 Group LLC. Who’s in the audience? 41% High Tech 36% Mfg. – Telco – Health – Fin Services - Energy 8% Consulting 5% Education – Public Sector 10% Everyone Else A diverse audience of over 400 professionals registered from 10 countries and 200 cities representing the following sectors:
  3. 3. © 2013-2014 280 Group LLC. Poll #1 What best describes your company’s offerings? (Please check all that apply) - B2B Product - B2B Service - B2C Product - B2C Service - Other Brian Lawley CEO and Founder 280 Group
  4. 4. © 2013-2014 280 Group LLC. Your Host and Special Guest Speaker Brian Lawley CEO and Founder 280 Group Brian Lawley CEO and Founder 280 Group
  5. 5. © 2013-2014 280 Group LLC. Welcome and Our Mission 5 We transform organizations and individuals to perform highly effective Product Management based on our innovative and easily adopted Optimal Product Process™ framework.
  6. 6. © 2013-2014 280 Group LLC. Your Company’s Webinar Experience 30% 26% 21% 13% 10% Webinar Use Case Mostly sales/product demos Customer - partner training We do demand gen webinars We're investigating webinars We don't do webinars
  7. 7. © 2013-2014 280 Group LLC. Webinars: Great Tool for Product Managers Give you leverage One to many Increase productivity Deliver once, use many times Free up time to be strategic Eliminate travel
  8. 8. © 2013-2014 280 Group LLC. Getting Sales People Up To Speed Product presentations Role playing FAQs Record and archive for later use Brian Lawley CEO and Founder 280 Group
  9. 9. © 2013-2014 280 Group LLC. Remote Training Customers Sales engineers Channel partners Support
  10. 10. © 2013-2014 280 Group LLC. Thought Leadership and Demand Generation Showcase expertise Build credibility Engage prospects Relationship
  11. 11. © 2014 WEBATTRACT Mike Agron Co-Founder Executive Webinar Producer WebAttract, LLC mike@webattract.com @WebinarReady Best Practices: Winning Webinar Strategies for Product Managers Based on Actual Case Studies Complimentary Citrix - WebAttract A Step-by-Step Guide to Hosting Successful Webinars
  12. 12. © 2014 WEBATTRACT For Product Managers Responsible for Demand Generation 1. Emerging and Global Brands 2. Drive fresh new sales leads, brand awareness and thought leadership 3. Anyone involved in planning webinars looking for better outcomes
  13. 13. © 2014 WEBATTRACT Winning Webinar Strategies for Product Managers Setting the Stage to Optimize Outcomes 5 Case Studies – Best Practices - Metrics Tips for Pulling it Altogether Ask the Experts – Your Turn
  14. 14. © 2014 WEBATTRACT Setting the Stage
  15. 15. © 2014 WEBATTRACT Which of These Outcomes Are You Trying to Achieve? Raise Awareness Promote Thought Leadership Drive Sales
  16. 16. © 2014 WEBATTRACT Your Challenge? Create an engaging event to corral & spur people to have a 1:1 conversation & become your customer!
  17. 17. © 2014 WEBATTRACT Generate Leads by Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers Attract Engage Convert
  18. 18. © 2014 WEBATTRACT The 3 Biggest Webinar Myths
  19. 19. © 2014 WEBATTRACT Reaching B2B Buyers Today is Done Online “No Thanks, I’m Just Looking”
  20. 20. © 2014 WEBATTRACT Webinars Are Magnets for Attracting Prospects Who Are Ripe To Become Your Customers Better Outcomes Pain Points - Questions Actively Looking for a Solution OR
  21. 21. COPYRIGHT 2014 WEBATTRACT Content vs. Traditional Marketing 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
  22. 22. © 2014 WEBATTRACT Successful Demand Generation Webinars are Content Driven and Well Planned • Disruptive Markets • Innovative Solutions • Thought Leaders • Story Beyond Sound Bites • Measureable Outcomes
  23. 23. © 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
  24. 24. © 2014 WEBATTRACT Case Study: Business Improvement How To - Tutorial Standards & Compliance Popular B2B Thought Leadership Webinar Themes
  25. 25. © 2014 WEBATTRACT GREAT CONTENT! Case Studies Industry Analysts Clients Partners Publishers Editors Authors White Papers Where Do You Find Great Content?
  26. 26. © 2014 WEBATTRACT The 3 Biggest Webinar Myths
  27. 27. © 2014 WEBATTRACT A Time for Story Telling
  28. 28. © 2014 WEBATTRACT Think of a Radio Show With Pictures
  29. 29. © 2014 WEBATTRACT Don’t Forget About Your Audience!
  30. 30. © 2014 WEBATTRACT The 3 Biggest Webinar Myths
  31. 31. © 2014 WEBATTRACT Measuring Webinar Effectiveness # How Webinars Impact the Bottom Line 1 Net new deals 2 Converts prospects into customers 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
  32. 32. © 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? MidPoint Q&A
  33. 33. © 2014 WEBATTRACT Gather Life Cycle Intelligence and Metrics BEFORE EVENT Industry Job Function Interests DURING WEBINAR Online Polls Live Questions Retention AFTER EVENT Surveys On-Demand Views Conversion
  34. 34. © 2014 WEBATTRACT 5 Case Studies
  35. 35. © 2014 WEBATTRACT “I didn’t have time to write a short letter, so I wrote a long one instead” Mark Twain
  36. 36. © 2014 WEBATTRACT Raise Awareness: Benefits of thin wall plastics drives demand for an underutilized testing facility
  37. 37. © 2014 WEBATTRACT Testing of Thin-Walled Plastic Materials, and the Thermoplastics Testing Center • Why Thin Walled Plastics • UL as a partner not a barrier • Get to Market Faster • Client Case Study – Poly One • Very Credible Speakers • Demonstrable Outcomes • Clear Call to Action
  38. 38. COPYRIGHT 2014 WEBATTRACT Webinar Outcomes • Registered - 513 • Attended – 263 – 51% • Reached 25 Countries • Average Duration – 54 minutes • Satisfaction – 83% • Actionable Intelligence 57% Signed Up On the Spot for Webinar #2 – Now We Go Inside the TTC
  39. 39. © 2014 WEBATTRACT Drive Sales: Established brand reinvents itself to find new leads in changing SMB market
  40. 40. COPYRIGHT 2014 WEBATTRACT Sales Unstuck: How to Get Your Sales Growing, Fast • SMB Thought Leader • Tutorial on Selling Strategies • Breaking the Double Helix Trap • Free Tips - Sample Email Letter • Managing Social Media • Clear Call to Action The Double Helix Trap Barry Moltz Consultant – Author - Entrepreneur
  41. 41. © 2014 WEBATTRACT Webinar Outcomes • Registered - 2127 • Attended – 859 – 40% • Average Duration – 54 Minutes • Satisfaction – 92% • 171 Requested 1:1 Meetings Post webinar voice prospecting follow up calls yielded sales conversations to discuss Dex One’s Social Media Reputation Management program
  42. 42. © 2014 WEBATTRACT Promote Thought Leadership: Educate engineers on timely topics that support the use of analytical and search tools
  43. 43. © 2014 WEBATTRACT Designing and Verifying Safety Instrumented Systems • Three Well Known Authors • Best Practices for Compliance • Empowering Design Engineers • Provided a Roadmap • Ask the Experts Panel • Added Credibility Sponsored by International Safety Association
  44. 44. © 2014 WEBATTRACT Webinar Outcomes • Registered - 686 • Attended – 353 – 51% • Reached 47 Countries • Satisfaction – 98% • 40 Post Webinar Follow Up Sales Meetings Scheduled Immediately 781 On Demand Viewings - 617 Were Fresh New Sales Leads 431 of the Viewings Happened Within 6 Weeks Post Webinar
  45. 45. © 2014 WEBATTRACT Promote Thought Leadership: Educate health-based decision makers on new reimbursement options for telehealth services
  46. 46. © 2014 WEBATTRACT • Roadmap for Successfully Coding Telehealth Services • How these Codes Favorably Impact Medical Loss Ratio • Reached a Diverse Audience of Decision Makers & Network Physicians • Industry Expert and Internal Speaker Advancing Remote Patient Monitoring through New Coding Options
  47. 47. © 2014 WEBATTRACT Webinar Outcomes • Registered - 630 • Attended – 402 – 64% • Satisfaction – 89% The Bosch Webinar Leadership Series is Now a Cornerstone of Their Modern Content Marketing at Robert Bosch Healthcare Health Buddy Telehealth Solution
  48. 48. © 2014 WEBATTRACT Raise Awareness: Educate environmental compliance decision makers on innovative ways to remove oil and solids from water
  49. 49. © 2014 WEBATTRACT • 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 Separating the Contenders from the Pretenders in the World of Oil/Water Separation
  50. 50. © 2014 WEBATTRACT Webinar Outcomes • Registered - 146 • Attended – 72 – 49% • Satisfaction – 95% • Post Sales & Nurturing They were selected by an attendee (unknown to them) to provide their solution for the first US nuclear facility to be built in over 3 decades resulting in a 7 figure sale!
  51. 51. © 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
  52. 52. COPYRIGHT 2014 WEBATTRACT Methodology Best Practices Metrics Getting WebinarReady
  53. 53. © 2014 WEBATTRACT Effective Webinars Will Inspire Confidence Leading Prospects to Become Your Advocates and CustomersCommercialOutcomes Value to Your Audience
  54. 54. © 2014 WEBATTRACT Poll 2 • Based on what you learned today about using webinars for demand gen, which best describes you? (Select One) – Actively researching – Ready to add them to our marketing mix – Already doing demand gen webinars – Still not convinced demand gen webinars are for us
  55. 55. © 2014 WEBATTRACT Your Turn – Ask the Experts Brian Lawley CEO and Founder 280 Group Mike Agron CEO and Co-Founder WebAttract
  56. 56. © 2014 WEBATTRACT To Continue the Conversation WebAttract Thought Leadership Webinars and Webcasts www.webattract.com or mike@webattract.com Best Practice Videos - Case Studies – Blog - eBooks Customer & Thought Leadership Webinars Coming Soon…. Master Webinar Producer Crash Courses and Certification 6 Key Metrics That Impact Webinar Performance & more
  57. 57. © 2014 WEBATTRACT To Continue the Conversation 280 Group LinkedIn Product Management Group www.280group.com or contact@280group.com Optimizing Product Management Coming Soon…. Optimizing Product Management at Your Company

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