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.

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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 2013-2014 280 Group LLC.
Remote Training
Customers
Sales engineers
Channel partners
Support

10. © 2013-2014 280 Group LLC.
Thought Leadership and Demand
Generation
Showcase expertise
Build credibility
Engage prospects
Relationship

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. © 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. © 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. © 2014 WEBATTRACT
Setting the Stage

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Which of These Outcomes
Are You Trying to Achieve?
Raise Awareness Promote Thought Leadership Drive Sales

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Your Challenge?
Create an
engaging event to
corral & spur
people to have a
1:1 conversation
& become your
customer!

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Generate Leads by Delivering Engaging Webinars that Attract
and Convert Prospects into Advocates and Customers
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

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

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Successful Demand Generation Webinars
are Content Driven and Well Planned
• Disruptive Markets
• Innovative Solutions
• Thought Leaders
• Story Beyond Sound Bites
• Measureable Outcomes

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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

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Case Study:
Business Improvement
How To - Tutorial
Standards & Compliance
Popular B2B Thought Leadership Webinar Themes

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GREAT
CONTENT!
Case
Studies
Industry
Analysts
Clients
Partners
Publishers
Editors
Authors
White
Papers
Where Do You Find Great Content?

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The 3 Biggest Webinar Myths

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A Time for Story Telling

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Think of a Radio Show With Pictures

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Don’t Forget About Your Audience!

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The 3 Biggest Webinar Myths

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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. © 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. © 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. © 2014 WEBATTRACT
5 Case Studies

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“I didn’t have time to write a short letter,
so I wrote a long one instead”
Mark Twain

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Raise Awareness:
Benefits of thin wall plastics drives demand
for an underutilized testing facility

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. 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. © 2014 WEBATTRACT
Drive Sales:
Established brand reinvents itself to find
new leads in changing SMB market

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. © 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. © 2014 WEBATTRACT
Promote Thought Leadership:
Educate engineers on timely topics that
support the use of analytical and search tools

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. © 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. © 2014 WEBATTRACT
Promote Thought Leadership:
Educate health-based decision makers on new
reimbursement options for telehealth services

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. © 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. © 2014 WEBATTRACT
Raise Awareness:
Educate environmental compliance decision
makers on innovative ways to remove oil and
solids from water

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. © 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. © 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. COPYRIGHT 2014 WEBATTRACT
Methodology
Best Practices
Metrics
Getting WebinarReady

53. © 2014 WEBATTRACT
Effective Webinars Will Inspire Confidence Leading
Prospects to Become Your Advocates and CustomersCommercialOutcomes
Value to Your Audience

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. © 2014 WEBATTRACT
Your Turn – Ask the Experts
Brian Lawley
CEO and Founder
280 Group
Mike Agron
CEO and Co-Founder
WebAttract

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. © 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