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© 2015 WEBATTRACT
5 Prescriptions for
Attracting and Engaging Your Audience
Mike Agron
Co-Founder
Executive Webinar Produc...
© 2015 WEBATTRACT
A time for telling a story with real business outcomes
© 2015 WEBATTRACT
Theatrical - Think of a radio show with pictures
© 2015 WEBATTRACT
Generate Leads by Delivering Engaging Webinars that Attract
and Convert Prospects into Advocates and Cus...
© 2015 WEBATTRACT
1. Pick a winning topic that connects
2. Using KPIs to validate if you’re on track or, if you’re not
3. ...
© 2015 WEBATTRACT
Recommended Complimentary Content
Content Marketing Institute
Adobe Connect
Research Studies The Art of ...
© 2015 WEBATTRACT
Poll #1
How many webinar invitations do you receive a week?
(Please select one)
▪ None
▪ I receive 1-3 e...
© 2015 WEBATTRACT
Can you relate?
Setting the Stage
© 2015 WEBATTRACT
An Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology
© 2015 WEBATTRACT
ACT I
Setting the Stage
Planning
ACT IV
Final Sound Check
Go Live!
ACT III
Content Shaping
Table Reads
A...
© 2015 WEBATTRACT
Managing The Webinar Life Cycle
Weeks 1-8
© 2015 WEBATTRACT
The Production Script and Framework
Deadline Driven
Methodology
Best Practices
Webinar Lifecycle
Metrics...
© 2015 WEBATTRACT
Prescription #1:
Pick a Winning Topic that Connects
Webinar Producers & Demand Gen Professionals
Mike Ag...
© 2015 WEBATTRACT
Better Outcomes
Pain Points - Questions
Actively Looking for a Solution
OR
Your Attendees are on a Journ...
© 2015 WEBATTRACT
People buy when they are in pain
(and have money to solve it)
Hint: Is your topic & content a “must have...
© 2015 WEBATTRACT
Disruptive Markets and Industry Shifts Provide
Story Telling Beyond Sound Bites
Highlight Innovative Sol...
© 2015 WEBATTRACT
Popular B2B Webinar Themes
That Attract and Engage
Case Study Tutorial
Standards
&
Compliance
© 2015 WEBATTRACT
Brand High Performing B2B Webinar Topics Theme
Win and Keep Customers With Facebook:
Tips for Local Busi...
© 2015 WEBATTRACT
No Shortage of Great B2B Content Sources
GREAT
CONTENT!
Case Studies
Industry
Analysts
Clients
Partners
...
© 2015 WEBATTRACT
Prescription #2:
Using KPIs to validate
if you’re on track, or if you’re not
Webinar Producers & Demand ...
© 2015 WEBATTRACT
Tracking metrics before, during and after provides
actionable insights for producing predictable outcomes
© 2015 WEBATTRACT
Target Benchmarks
Going beyond your house list
Execute 3 weeks before go live with a measured rhythm of ...
© 2015 WEBATTRACT
The Six Key Email Webinar Invitation Metrics
Sent Opened
Bounced Clicked
Delivered
Opted Out
SPAM
©2012,...
© 2015 WEBATTRACT
The Six Key Performance Webinar Metrics
Click Thru
Ratio or CTR
Attendee
Ratio or AR
Online Polls Exit S...
© 2015 WEBATTRACT
What Does It Measure? What Does It Predict?
Percent of People
People who Register
Click to Registration ...
© 2015 WEBATTRACT
When a Campaign Isn’t Performing
How to Save it From Flat Lining
© 2015 WEBATTRACT
Initial Email Campaign Metrics Looked Promising...
Touchpoint Delivered Opens Opens % Unsubscribe Unsubs...
© 2015 WEBATTRACT
After 2 Weeks We Only Had 32 People
Register for a CTR of 2%
© 2015 WEBATTRACT
1
Reviewed all messaging
2
Landing page sounded like an overt sales pitch
3
Regrouped and started all ov...
© 2015 WEBATTRACT
© 2015 WEBATTRACT
Webinar Registration Outcomes
• Registered 638 (Same List)
• Reached 69 Countries
• Improved CTR 11x’s t...
© 2015 WEBATTRACT
Prescription #3:
Motivate Fence Sitters to Register
Webinar Producers & Demand Gen Professionals
Mike Ag...
© 2015 WEBATTRACT
© 2015 WEBATTRACT
This email was sent to mike@webattract.com by Mike Agron of WebAttract Informational Webinars.
How 2 Eme...
© 2015 WEBATTRACT
• High open rate 30% - 50%
• Counter intuitive, opt-outs
decrease across campaign
• Add net new registra...
© 2015 WEBATTRACT
Prescription #4:
Make your speakers shine with
table reads & dress rehearsals
Webinar Producers & Demand...
ARE YOU PREPARED?
SECURING YOUR
PHARMA SUPPLY CHAIN
Transforming the LSH Business
Paradigm through Serialization
Global LS...
Patrick O’Connor
Partner
Kent and O’Connor, Incorporated
THE EXPERTS
Lisa Harrington
President, Lharrington Group LLC
Stra...
© 2015 WEBATTRACT
An Important Registration Landing Page Question:
“What Do You Want to Learn?”
The invitation is the prom...
© 2015 WEBATTRACT
What would you like to learn from this webinar? Job Title
trends Senior Director
update VP Internal Audi...
Drug Supply Chain Security Act: What is it?
• Signed into law November 27, 2013 (Public Law No: 113-54)
• Establishes nati...
How US Trends Impact Regulations and
Product Integrity Issues in Other Countries
A GLOBAL PROBLEM:
COUNTERFEITING, ADULTER...
© 2015 WEBATTRACT
Prescription #5:
Use life cycle intelligence
for post webinar follow up
Webinar Producers & Demand Gen P...
© 2015 WEBATTRACT
Now the Real Work Begins
Sales Ready – Nurture – Not a Fit
© 2015 WEBATTRACT
© 2015 WEBATTRACT
Executive Summary KPIs & Analytics
COPYRIGHT 2014 WEBATTRACT
47%
24%
24%
5%
Having attended today's Webinar, your plans to purchase or acquire
products or s...
COPYRIGHT 2014 WEBATTRACT
Snapshot of Attendee Insights
Your
Interests
Plans to
purchase this
year?
What
would
you like t...
© 2015 WEBATTRACT
How Webinars Impact Your Demand Gen Goals
Net new deals
Converts prospects into customers
Enables up-sel...
© 2015 WEBATTRACT
My Call to Action for Delivering Engaging Webinars that
Attract and Convert Prospects into Advocates and...
© 2015 WEBATTRACT
Identify market trends, disruptions,
challenges – educate on the opportunities
Create “must have” topi...
© 2015 WEBATTRACT
Recruit knowledgeable & passionate 3rd
party speakers
Use KPIs before, during & after to
measure and p...
© 2015 WEBATTRACT
To Continue the Conversation…
Best Practice Videos – Case Studies – Blog – Complimentary eBooks
www.weba...
© 2015 WEBATTRACT
Coming Soon! Online Training and Certification:
“How to Produce Demand
Generation Webinars”
WebinarReady...
© 2015 WEBATTRACT
Your Turn…
Questions and Answers
Mike Agron
WebAttract
Joe Pulizzi
CMI
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5 Prescriptions WebAttractCMIAdobe 9.15.15

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5 Prescriptions WebAttractCMIAdobe 9.15.15

  1. 1. © 2015 WEBATTRACT 5 Prescriptions for Attracting and Engaging Your Audience Mike Agron Co-Founder Executive Webinar Producer WebAttract, LLC mike@webattract.com @WebinarReady
  2. 2. © 2015 WEBATTRACT A time for telling a story with real business outcomes
  3. 3. © 2015 WEBATTRACT Theatrical - Think of a radio show with pictures
  4. 4. © 2015 WEBATTRACT Generate Leads by Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers Attract Engage Convert
  5. 5. © 2015 WEBATTRACT 1. Pick a winning topic that connects 2. Using KPIs to validate if you’re on track or, if you’re not 3. Motivate fence sitters to register 4. Make your speakers shine with table reads & dress rehearsals 5. Use lifecycle intelligence for post webinar follow up Webinar Producers & Demand Gen Professionals Mike Agron What we’re talking about today
  6. 6. © 2015 WEBATTRACT Recommended Complimentary Content Content Marketing Institute Adobe Connect Research Studies The Art of Producing Webinars That Work WebAttract
  7. 7. © 2015 WEBATTRACT Poll #1 How many webinar invitations do you receive a week? (Please select one) ▪ None ▪ I receive 1-3 email invites a week ▪ I receive 4-5 or more email invites a week ▪ I’ve lost count
  8. 8. © 2015 WEBATTRACT Can you relate? Setting the Stage
  9. 9. © 2015 WEBATTRACT An Ongoing Balancing Act LogisticsBusiness Drivers Human Factors Technology
  10. 10. © 2015 WEBATTRACT ACT I Setting the Stage Planning ACT IV Final Sound Check Go Live! ACT III Content Shaping Table Reads ACT II Attract Audience Track Metrics ACT V Post Webinar Convert It’s a Five Act Play
  11. 11. © 2015 WEBATTRACT Managing The Webinar Life Cycle Weeks 1-8
  12. 12. © 2015 WEBATTRACT The Production Script and Framework Deadline Driven Methodology Best Practices Webinar Lifecycle Metrics Analytics
  13. 13. © 2015 WEBATTRACT Prescription #1: Pick a Winning Topic that Connects Webinar Producers & Demand Gen Professionals Mike Agron
  14. 14. © 2015 WEBATTRACT Better Outcomes Pain Points - Questions Actively Looking for a Solution OR Your Attendees are on a Journey Time to Sell is After the Webinar
  15. 15. © 2015 WEBATTRACT People buy when they are in pain (and have money to solve it) Hint: Is your topic & content a “must have” or a “nice to have”
  16. 16. © 2015 WEBATTRACT Disruptive Markets and Industry Shifts Provide Story Telling Beyond Sound Bites Highlight Innovative Solutions Promote Thought Leadership Confusion + Change = Opportunity
  17. 17. © 2015 WEBATTRACT Popular B2B Webinar Themes That Attract and Engage Case Study Tutorial Standards & Compliance
  18. 18. © 2015 WEBATTRACT Brand High Performing B2B Webinar Topics Theme Win and Keep Customers With Facebook: Tips for Local Business Tutorial Designing and Verifying Safety Instrumented Systems Standards How Active Rehab Protocols Reduce Post – Operative Recovery Time Tutorial Standards Culture Shock: Shake-Up Your Company, Your Store, Your People and Sales Increases Will Follow Tutorial Smarter Streets: Case Studies for Cities and Utilities – Learn How the City of Baltimore and Washington Gas Reduced Costs Case Study Case Study: How Merck is Using Virtual Team Building to Increase Performance Case Study
  19. 19. © 2015 WEBATTRACT No Shortage of Great B2B Content Sources GREAT CONTENT! Case Studies Industry Analysts Clients Partners Publishers Editors Authors White Papers Educates and makes buyers more intelligent with the objective of driving profitable customer action
  20. 20. © 2015 WEBATTRACT Prescription #2: Using KPIs to validate if you’re on track, or if you’re not Webinar Producers & Demand Gen Professionals Mike Agron
  21. 21. © 2015 WEBATTRACT Tracking metrics before, during and after provides actionable insights for producing predictable outcomes
  22. 22. © 2015 WEBATTRACT Target Benchmarks Going beyond your house list Execute 3 weeks before go live with a measured rhythm of 4-5 spaced Drips Register ¼ - ½ of 1% 125 – 250+ Use back of the envelope projections to determine likely registration and attendance outcomes
  23. 23. © 2015 WEBATTRACT The Six Key Email Webinar Invitation Metrics Sent Opened Bounced Clicked Delivered Opted Out SPAM ©2012, WebAttract LLC
  24. 24. © 2015 WEBATTRACT The Six Key Performance Webinar Metrics Click Thru Ratio or CTR Attendee Ratio or AR Online Polls Exit Surveys Audience Retention On Demand Viewings ©2012, WebAttract LLC
  25. 25. © 2015 WEBATTRACT 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 Click Thru Ratio (CTR) Is The Gold Standard < 20 % 25 % +/- 35 % +
  26. 26. © 2015 WEBATTRACT When a Campaign Isn’t Performing How to Save it From Flat Lining
  27. 27. © 2015 WEBATTRACT Initial Email Campaign Metrics Looked Promising... Touchpoint Delivered Opens Opens % Unsubscribe Unsubscribe % TP#1 79,595 8,790 11.04% 626 0.79% TP#2 93,579 5,283 5.65% 368 0.39% 173,174 14,073 8.13% 994 0.57%
  28. 28. © 2015 WEBATTRACT After 2 Weeks We Only Had 32 People Register for a CTR of 2%
  29. 29. © 2015 WEBATTRACT 1 Reviewed all messaging 2 Landing page sounded like an overt sales pitch 3 Regrouped and started all over 4 Recruited editor of Composites World 5 Relaunched with new messaging & subject lines Diagnosis
  30. 30. © 2015 WEBATTRACT
  31. 31. © 2015 WEBATTRACT Webinar Registration Outcomes • Registered 638 (Same List) • Reached 69 Countries • Improved CTR 11x’s to 22% • Attended: 124 – 35% • Attendee Satisfaction – 96%
  32. 32. © 2015 WEBATTRACT Prescription #3: Motivate Fence Sitters to Register Webinar Producers & Demand Gen Professionals Mike Agron
  33. 33. © 2015 WEBATTRACT
  34. 34. © 2015 WEBATTRACT This email was sent to mike@webattract.com by Mike Agron of WebAttract Informational Webinars. How 2 Emerging and 2 Global Brands Transformed their Webinars to Drive New Business Hello Mike, We are reaching out to let you know there is still time to register for this timely webinar on Thursday, so please be sure to reserve your space today. Are you delivering webinars that engage with prospects and meet or exceed your lead generation objectives? If you’re looking for a new take to attract prospective buyers, you’ll want to attend this complimentary webinar , and learn how two emerging and two global companies used webinars to reach new customers. Who Should Attend? Marketing and sales professionals responsible for demand generation, raising brand awareness and thought leadership, and anyone looking for innovative ways to improve commercial outcomes and delight audiences. Register Today: https://www.webattract.newwebinar.com Hosted by: WebAttract Informational Webinars Subject: [Webinar] Mike, we notice you didn't complete your registration to learn how 2 emerging and 2 global brands transformed their webinars to drive new business
  35. 35. © 2015 WEBATTRACT • High open rate 30% - 50% • Counter intuitive, opt-outs decrease across campaign • Add net new registrations • Risk is higher for unsubscribe rate to increase between 1%- 2% • If your overall unsubscribe rate is lower than 1%, then GO FOR IT! Typical Results for Open Only Touchpoints
  36. 36. © 2015 WEBATTRACT Prescription #4: Make your speakers shine with table reads & dress rehearsals Webinar Producers & Demand Gen Professionals Mike Agron
  37. 37. ARE YOU PREPARED? SECURING YOUR PHARMA SUPPLY CHAIN Transforming the LSH Business Paradigm through Serialization Global LSH Supply Chain Webinar by Patrick O’Connor and Lisa Harrington October 2, 2014 – 12pm EST (U.S. time)
  38. 38. Patrick O’Connor Partner Kent and O’Connor, Incorporated THE EXPERTS Lisa Harrington President, Lharrington Group LLC Strategic Consultant
  39. 39. © 2015 WEBATTRACT An Important Registration Landing Page Question: “What Do You Want to Learn?” The invitation is the promise of what will be delivered - it's your contract with the audience Uncover fresh ideas that are timely and relevant for engaging with your audience
  40. 40. © 2015 WEBATTRACT What would you like to learn from this webinar? Job Title trends Senior Director update VP Internal Audit Overview Hospital Claims Rep current trends Exec Direc Clin Ops Additional information Operations Manager General Information Chief Administrative Officer Best Practices Principal GSD Updated requirements Sr. Manager LSP Ops FDA In general exporting into USA,FDA Requirements Customs hear about industry best practices Director, Warehousing and Distribution Future of Industry Strategic Sourcing Trends/Strategies Sourcing Manager How U.S. trends impact regulations and product integrity issues Principal Consultant Serialization Director Supply Chain Specialist Quality Specialist purchasing analyst How to implement serialization within an organization to address current and prepare for future requirements IT Manager trends in the supply chain Research How US regs influence other market regulations Director new info Accounting Learn more about the drug supply chain security act Director of Operations
  41. 41. Drug Supply Chain Security Act: What is it? • Signed into law November 27, 2013 (Public Law No: 113-54) • Establishes national system for tracing pharmaceutical products • Immediately preempts all state laws, regulations and requirements for tracing products through the supply chain • Applies to prescription drugs in finished dosage form for human use • Sets national licensing standards for wholesale distributors and third-party logistics providers
  42. 42. How US Trends Impact Regulations and Product Integrity Issues in Other Countries A GLOBAL PROBLEM: COUNTERFEITING, ADULTERATION, TAMPERING, DIVERSION • Counterfeit prescription drugs: exploding industry, with an estimated market worth $75 billion a year worldwide o Example: June 2012, Angola o Counterfeit drug incidents around the world have caused an estimated 700,000 deaths
  43. 43. © 2015 WEBATTRACT Prescription #5: Use life cycle intelligence for post webinar follow up Webinar Producers & Demand Gen Professionals Mike Agron
  44. 44. © 2015 WEBATTRACT Now the Real Work Begins Sales Ready – Nurture – Not a Fit
  45. 45. © 2015 WEBATTRACT
  46. 46. © 2015 WEBATTRACT Executive Summary KPIs & Analytics
  47. 47. COPYRIGHT 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
  48. 48. COPYRIGHT 2014 WEBATTRACT Snapshot of Attendee Insights Your Interests Plans to purchase this year? What would you like to learn? Rate 1-5 What could be improved ? What did you like ? Other webinar topics? Poll #1 Poll #2 Question asked by attendee MEMS IMU Not sure researching General Info 5 More technical content The Ask the Experts Panel Case Studies on hardware specific apps Integration Kalmar Filter inertial sensor errors When discussing multi- Sensor fusion... MEMS IMU Yes Practical app of MEMS IMU GNSS 5 Good overview not too technical Well organized Any GPS signal related topics Define Models for inertial sensor errors Is the INS always a core sensor? Helps optimize outcomes as well as enable warm sales or nurturing follow up
  49. 49. © 2015 WEBATTRACT How Webinars Impact Your Demand Gen Goals Net new deals Converts prospects into customers Enables up-sell & cross-sell to existing base Increases sales pipeline Puts you on the map as a viable player Reaches new markets & geographies
  50. 50. © 2015 WEBATTRACT My Call to Action for Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers Attract Engage Convert
  51. 51. © 2015 WEBATTRACT Identify market trends, disruptions, challenges – educate on the opportunities Create “must have” topics that explain how to overcome pain points Chose content with demonstrable outcomes you can tell a story around Ideas to Get Started
  52. 52. © 2015 WEBATTRACT Recruit knowledgeable & passionate 3rd party speakers Use KPIs before, during & after to measure and predict outcomes Develop a project plan – “If you fail to plan, you plan to fail” More Ideas to Get Started
  53. 53. © 2015 WEBATTRACT To Continue the Conversation… Best Practice Videos – Case Studies – Blog – Complimentary eBooks www.webattract.com or mike@webattract.com LinkedIn WebAttract Thought Leadership Webinars and Webcasts @WebinarReady Search ‘WebAttract’
  54. 54. © 2015 WEBATTRACT Coming Soon! Online Training and Certification: “How to Produce Demand Generation Webinars” WebinarReady™ Master Webinar Producer
  55. 55. © 2015 WEBATTRACT Your Turn… Questions and Answers Mike Agron WebAttract Joe Pulizzi CMI

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