Inside Sales Virtual Summit - Access all 62 sessions here: http://www.insidesales.com/summit/register-2 Mike Agron - Co-Founder & Author at http://www.webattract.com LinkedIn: http://www.linkedin.com/in/mikeagron Twitter: https://twitter.com/WebinarReady Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php

1. COPYRIGHT 2013
WEBATTRACT
How 3 Brands Used Webinars to
Drive New Business
Mike Agron
Co-Founder & Author
WebAttract, LLC
mike@webattract.com
@WebinarReady

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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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WEBATTRACT
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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WEBATTRACT
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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WEBATTRACT
It’s an Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology

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CommercialOutcomes
Value to Your Audience
High Value – High Impact

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WEBATTRACT
Webinar Demand Generation Challenges
Attract
EngageConvert

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WEBATTRACT
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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WEBATTRACT

20. 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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WEBATTRACT
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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WEBATTRACT
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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WEBATTRACT
How a well known technology company
used thought leadership to
establish a new category

27. © 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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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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WEBATTRACT
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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WEBATTRACT
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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WEBATTRACT
How a web based analytics firm
generated 774 on demand viewings

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WEBATTRACT
Challenges
Rise above noise to create visiblity
Reach a niche target
Feed the demand gen funnel

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WEBATTRACT
Objectives
Show thought leadership
Achieve 500 registrants
Intro audience to online reference tools

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WEBATTRACT

38. 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 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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WEBATTRACT
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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WEBATTRACT
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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WEBATTRACT
ANYBODY CAN DO A MEDIOCRE WEBINAR

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WEBATTRACT
CommercialOutcomes
Value to Your Audience
High Value – High Impact

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WEBATTRACT
Webinar Demand Generation Challenges
Attract
EngageConvert

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WEBATTRACT
The WebinarReady Life Cycle

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WEBATTRACT
Methodology
Best Practices
Metrics
The Case for Getting WebinarReady

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WEBATTRACT
To Continue the Conversation
WebAttract Thought Leadership Webinars and Webcasts
www.webattract.com
mike@webattract.com 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”

47. COPYRIGHT 2013
WEBATTRACT
Your Turn – Questions & Answers
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com