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Using Market Disruptions to Build Your Next Webinar Campaign

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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

Publicada em: Marketing
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Using Market Disruptions to Build Your Next Webinar Campaign

  1. 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. 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. 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. 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. 5. © 2014 WEBATTRACT Setting the Stage
  6. 6. © 2014 WEBATTRACT Which of These Outcomes Are You Trying to Achieve? Raise Awareness Promote Thought Leadership Drive Sales
  7. 7. © 2014 WEBATTRACT Your Challenge? Create an engaging event to corral & spur people to have a 1:1 conversation & become your customer!
  8. 8. © 2014 WEBATTRACT Generate Leads by Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers Attract Engage Convert
  9. 9. © 2014 WEBATTRACT The 3 Biggest Webinar Myths
  10. 10. © 2014 WEBATTRACT Reaching B2B Buyers Today is Done Online “No Thanks, I’m Just Looking”
  11. 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. 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. 13. © 2014 WEBATTRACT Why You Must Embrace Disruption
  14. 14. © 2014 WEBATTRACT Disruptive Markets and Industry Shifts Provide • Story Telling Beyond Sound Bites • Highlight Innovative Solutions • Promote Thought Leadership
  15. 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. 16. © 2014 WEBATTRACT Case Study: Business Improvement How To - Tutorial Standards & Compliance Popular B2B Thought Leadership Webinar Themes
  17. 17. © 2014 WEBATTRACT GREAT CONTENT! Case Studies Industry Analysts Clients Partners Publishers Editors Authors White Papers Where Do You Find Great Content?
  18. 18. © 2014 WEBATTRACT The 3 Biggest Webinar Myths
  19. 19. © 2014 WEBATTRACT A Time for Story Telling
  20. 20. © 2014 WEBATTRACT Think of a Radio Show With Pictures
  21. 21. © 2014 WEBATTRACT Don’t Forget About Your Audience!
  22. 22. © 2014 WEBATTRACT The 3 Biggest Webinar Myths
  23. 23. © 2014 WEBATTRACT 4 Case Studies
  24. 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. 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. 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. 27. © 2014 WEBATTRACT Case Study #2: Change and Confusion Educate engineers on timely topics that support the use of analytical and search tools
  28. 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. 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. 30. © 2014 WEBATTRACT Case Study #3 Business Model Relevance Established SMB brand reinvents itself to engage existing base and attract new customers
  31. 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. 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. 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. 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. 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. 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. 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. 38. COPYRIGHT 2014 WEBATTRACT Methodology Best Practices Metrics Getting WebinarReady
  39. 39. © 2014 WEBATTRACT Using Market Disruptions to Build Your Next Webinar CampaignCommercialOutcomes Value to Your Audience
  40. 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. 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. 42. © 2014 WEBATTRACT Your Turn – Q/A Mike Agron CEO and Co-Founder WebAttract

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