Timely industry news or shifts cause market disruption. Businesses that can speak to relevant current events can build awareness and build a strong case around their own offerings. These disruptions can take a webinar on a related topic from being a “nice to attend” to a “must attend.” This content is based on a webinar of the same title and covers how to: • Choose topics that resonate with webinar audiences today • Use market and industry disruptions to your advantage • Utilize existing content that amplifies your thought leadership

1. © 2014 WEBATTRACT
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady
Using Market Disruptions to
Build Your Next Webinar Campaign
Complimentary eBook
ReadyTalk – WebAttract
Managing the Webinar Life
Cycle from Start to Finish

2. © 2014 WEBATTRACT
For Webinar and Demand Gen Professionals
1. Use market and industry disruptions
to create must have vs. nice to have
topics to fuel your webinar campaigns
2. Utilize existing content that amplifies
your thought leadership
3. Drive fresh new sales leads, promote
brand and thought leadership

3. © 2014 WEBATTRACT
Poll #1
What is your webinar use case?
(Please check all that apply)
• Mostly sales and product demos
• Customer or partner training
• Demand generation webinars
• We’re investigating webinars
• We don’t do webinars

4. © 2014 WEBATTRACT
Using Industry Shifts and Market Disruptions
Setting the Stage to Optimize Outcomes
4 Case Studies – Best Practices - Metrics
Measuring Effectiveness
Your Turn – Q/A

5. © 2014 WEBATTRACT
Setting the Stage

6. © 2014 WEBATTRACT
Which of These Outcomes
Are You Trying to Achieve?
Raise Awareness Promote Thought Leadership Drive Sales

7. © 2014 WEBATTRACT
Your Challenge?
Create an
engaging event to
corral & spur
people to have a
1:1 conversation
& become your
customer!

8. © 2014 WEBATTRACT
Generate Leads by Delivering Engaging Webinars that Attract
and Convert Prospects into Advocates and Customers
Attract Engage Convert

9. © 2014 WEBATTRACT
The 3 Biggest Webinar Myths

10. © 2014 WEBATTRACT
Reaching B2B Buyers Today is Done Online
“No Thanks, I’m Just Looking”

11. © 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

12. 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

13. © 2014 WEBATTRACT
Why You Must Embrace Disruption

14. © 2014 WEBATTRACT
Disruptive Markets and Industry Shifts Provide
• Story Telling Beyond Sound Bites
• Highlight Innovative Solutions
• Promote Thought Leadership

15. © 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

16. © 2014 WEBATTRACT
Case Study:
Business Improvement
How To - Tutorial
Standards & Compliance
Popular B2B Thought Leadership Webinar Themes

17. © 2014 WEBATTRACT
GREAT
CONTENT!
Case
Studies
Industry
Analysts
Clients
Partners
Publishers
Editors
Authors
White
Papers
Where Do You Find Great Content?

18. © 2014 WEBATTRACT
The 3 Biggest Webinar Myths

19. © 2014 WEBATTRACT
A Time for Story Telling

20. © 2014 WEBATTRACT
Think of a Radio Show With Pictures

21. © 2014 WEBATTRACT
Don’t Forget About Your Audience!

22. © 2014 WEBATTRACT
The 3 Biggest Webinar Myths

23. © 2014 WEBATTRACT
4 Case Studies

24. © 2014 WEBATTRACT
Case Study #1:
Disruptive Industry
Shifts
Educate health-based decision makers on
new reimbursement options for
telehealth services to drive product sales

25. © 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
Health Buddy Telehealth Solution

26. © 2014 WEBATTRACT
Webinar Outcomes
• Registered - 630
• Attended – 402 – 64%
• Attendee Satisfaction – 89%
The Bosch Webinar Leadership Series is Now a Cornerstone of
Their Modern Content Marketing at Robert Bosch Healthcare

27. © 2014 WEBATTRACT
Case Study #2:
Change and
Confusion
Educate engineers on timely topics that support
the use of analytical and search tools

28. © 2014 WEBATTRACT
Designing and Verifying
Safety Instrumented Systems
• Safety News in the Headlines
• Three Well Known Authors
• Best Practices for Compliance
• Empowering Design Engineers
• Provided a Roadmap
• Added Credibility Sponsored by
International Safety Association

29. © 2014 WEBATTRACT
Webinar Outcomes
• Registered - 686
• Attended – 353 – 51%
• Reached 47 Countries
• Attendee 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

30. © 2014 WEBATTRACT
Case Study #3
Business
Model
Relevance
Established SMB brand reinvents itself to engage
existing base and attract new customers

31. 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

32. © 2014 WEBATTRACT
Webinar Outcomes
• Registered - 2127
• Attended – 859 – 40%
• Average Duration – 54 Minutes
• Attendee 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

33. © 2014 WEBATTRACT
Case Study #4:
Compliance,
Efficiency and
Risk Mitigation
Attract and educate environmental compliance
decision makers on innovative ways to remove oil and
solids from water to drive new sales for Mercer

34. © 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

35. © 2014 WEBATTRACT
Webinar Outcomes
• Registered - 146
• Attended – 72 – 49%
• Attendee 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!

36. © 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

37. © 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

38. COPYRIGHT 2014 WEBATTRACT
Methodology
Best Practices
Metrics
Getting WebinarReady

39. © 2014 WEBATTRACT
Using Market Disruptions to Build
Your Next Webinar CampaignCommercialOutcomes
Value to Your Audience

40. © 2014 WEBATTRACT
# Strategy
1 Embrace disruption and change
2 If you fail to plan, you plan to fail
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

41. © 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 – After Labor Day
Master Webinar Producer Crash Courses and Certification
6 Key Metrics That Impact Webinar Performance & more

42. © 2014 WEBATTRACT
Your Turn – Q/A
Mike Agron
CEO and Co-Founder
WebAttract