webinar demand creation for content marketers: from start to finish

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Webinar Demand Creation for Content Marketers:

From Start to Finish

Mike Agron – Executive Webinar ProducerWebAttract, LLC

@WebinarReady • #cmworld©2012, WebAttract LLC

#cmworld

Welcome

Introductions

Housekeeping

Workshop goals

3 things you want to learn?

©2012, WebAttract LLC

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What We’re Going To Cover

• A proven “repeatable” methodology

• Best practices for optimizing results

• Key metrics for ensuring success

• “High Performance – High Impact”

• Delivering predicable outcomes

• Convert more prospects into customers

USING CONTENT TO INSPIRE PROSPECTS

TO BECOME CUSTOMERS


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THE CASE FOR WEBINAR READYMethodology

Best Practices

Metrics


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Metrics Tell a Story


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Com

mer

cial

Out

com

es

Low Value to Your Audience

HighHigh Impact – High Performing Webinars

High PerformingHigh Impact

Low PerformingHigh Impact

High PerformingLow Impact

Low Performing Low Impact


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IT’S AN ONGOING BALANCING ACT

LogisticsBusiness Drivers Human Factors Technology


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It’s a Mini Theatrical Event

ACT IThe Plan

The WebinarReady Methodology Comprises Five Acts

ACT IVGo Live!

ACT IIIMessage Shaping

ACT IIRecruit Audience

ACT VPost Webinar


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Think of a Radio Show With Pictures


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OPTIMAL RESULTS ACHIEVED OVER 8 WEEKS

FROM LET’S GO TO GO LIVE!


Budget at least one hour of pre production time for each live minute


ACT IThe Plan

Setting the Stage for a Smooth Production

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Project Kickoff and Scheduling

• Step 1: Define your objectives, target audience, desired outcomes and success factors

• Step 2: Set up a webinar project timeline and gather the ensemble

• Step 3: Hold a kick-off meeting

• Step 4: Schedule your webinar


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Ensuring Predictable Outcomes

Webinar Objectives

Audience Value

Define Success FactorsCall To Action

Analyze Life Cycle

Intelligence


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Gather Life Cycle Intelligence

BEFORE EVENT

Gather profile data

DURING WEBINAR

Online Polls Live Questions

AFTER EVENT

SurveysOn-Demand Views

Social MediaLead Nurturing


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EXERCISE #1



ACT IIRecruit

Audience

Getting the Right Audience to Register

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Getting the Right Audience to Register

• Step 1: Write a compelling invitation that attracts

• Step 2: Create the Registration Landing Page

• Step 3: Source the right audience

• Step 4: Execute your invitation strategy – start audience recruitment

• Step 5: Track registration metrics daily


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Webinars Are Magnets for Attracting Prospects That Are Ripe To Become Your Customers

Their Needs are Not Being Met They are Actively Looking for a Solution

OR


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Informational vs. Sales Pitch

Informational vs. Sales PitchCase Study Product Centric

Best Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing


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POPULAR B2B WEBINAR THEMES

Case Study – Business Improvement

How To - Tutorial

Standards & Compliance


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KEY SOURCES FOR GREAT CONTENT

Client Case Studies

Industry Analysts

AuthorsSubject Matter Experts

White Papers


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• Case Story Company Profile• Challenges• Options• Solution• Results - Metrics• Best Practices• Lessons Learned• How to Get Started?

FOCUS ON BUSINESS VALUE

KEY FACTORS OF A CASE STUDY


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EXERCISE #2


Identify the source of content you’re going to use for your next webinar from the list below, and write a short description:

Case StudyTutorialCompliance and StandardsOther

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INVITATION DEVELOPMENT

• Align messaging with value proposition & WIFM?

• Compose in the audience’s jargon and style

• Leverage credentials of contributing parties

• Personalize with headshots

• Invite, enthuse, excite… but don’t sell

COLLABORATE & ITERATE


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REGISTRATION LANDING PAGE• Use branding and imagery

• Concise expression of the webinar's purpose and content

• Ask relevant and non invasive questions

• Obtain pre-webinar intelligence - Industry - Company Name & Title - Geography

Always Ask: What Would You Like To Learn From This Webinar?


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AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric Significance

50,000 Size of the targeted demographic audience

750 1.5% will reach your registration landing page

250 A Click Thru Ratio of 33% will yield 250 registrants

100 40% or more registrants will actually attend


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AUDIENCE RECRUITMENT - PLANNING

• What do you know about them?

• Is your topic a “must have” or a “nice to have”?

• What value will they get out of investing their time with you?

• Define call to action & next steps

MAKE THE AUDIENCE YOUR TOP PRIORITY


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AUDIENCE RECRUITMENT - TACTICAL

• Build a profile of the group to recruit your audience from

• Match the value proposition to the group

• Consider your group source:–In-house–Rental–Media Partner–Outsource


Segment prospects into industries, levels, job functions, revenue size,# employees, geography, etc.

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AUDIENCE RECRUITMENT - EXECUTION

• Start promoting 2½ to 3 weeks before the webinar

• The email subject line is critical

• Adjust strategy based on landing page intelligence and metrics

• Do subject swaps for each Drip

• Always be CAN-SPAM compliant


Maximize registration with 4 or more well timed e-broadcasts using Drip campaigns with filters

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The 6 Key Webinar Metrics

• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings


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1. Click Thru Ratio (CTR)

Before the Webinar


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Click Thru Ratio (CTR)

What Does It Measure? What Does It Predict?

Percent of People

People who RegisterClick to Registration Page

Registration - AttendanceRegistration landing pageMessage and value prop


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How do you Know if you’re on Track?

CTR Benchmarks What it predicts and what you can do to increase registration

34% - 50% Excellent - Indicates your message is connecting

23% - 33% Target - Invitation message is specific to audiences interests

<23% You should be concerned, as something is not connecting with your audience1. Are you targeting the right demographic?2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch?3. Are you asking too many landing page questions that are invasive?4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not5. Does each touch or Drip have a fresh subject swap?




Breathing Life Into Your Production:Table Reads, Sound Checks, and Dress Rehearsals

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Breathing Life Into Your Production

• Step 1: Begin creating relevant slide content

• Step 2: Gather team/ensemble for a Table Read

• Step 3: Gather speakers and moderator for First Dress Rehearsal

• Step 4: Gather team for Final Dress Rehearsal

• Step 5: Sound Checks


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GATHER ENSEMBLE FOR A TABLE READ


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STORY TELLING & MESSAGE SHAPING


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Table Reads and Dress Rehearsals

• Use invitation to brainstorm message shaping

• Find your speakers passion

• Dialog vs. Monologue

• Practice flow, cues, transitions

• Visually appealing slides


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Sample of “BANT + Sales-Ready” Leads

Detailed background information on the prospect and the selling opportunity helps drive more productive sales results

Before


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“BANT PLUS” SALES READY LEADS


Budget

Authority

Need

Timeframe

Data Capture & Cleansing

Set Next Step(s)

Detailed background Informationon the prospect and the selling opportunity helps drive more

productive sales results

After

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USING ON-LINE POLLS TO ENGAGE


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Poll #1

• None• I receive 1 – 3 email invites a week• I receive 4- 5 or more email invites a week

HOW MANY WEBINAR INVITATIONS DO YOU RECEIVE A WEEK? (PLEASE CHOOSE ONE)


A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE

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Poll #2

• None• I rarely attend or no webinars a week• I attend 1 or more webinars a week

HOW MANY WEBINARS DO YOU ATTEND WEEKLY?

(PLEASE CHOOSE ONE)



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POLL #3

• The role of planning• Managing logistics• Balancing the human factors• Techniques for optimizing audio and video• Using metrics to drive more predictable

outcomes

WHICH OF THE FOLLOWING INSIGHTS PRESENTED

TODAY WILL YOU USE TO MANAGE YOUR NEXT

WEBINAR? (PLEASE CHOOSE ALL THAT APPLY)



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Think of a Radio Show With Pictures


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• Trust

• Passion

• Courage to be honest

THE MODERATOR AS A COACH

©2012, WebAttract LLC ©2012, WebAttract LLC

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SOUND CHECKSPOOR AUDIO IS THE ACHILLES HEEL FOR ALL WEBINARS


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Optimize Audio and Video

SPEEDTEST.NET – WWW.SPEEDTEST.NET/

SPEAKEASY.NET – WWW.SPEAKEASY.NET/


http://www.speedtest.net/

http://www.speakeasy.net/

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HOW TO REALLY CONNECT WITH YOUR AUDIENCE

LandlineHandset

Free

Consumer Headset

Microphone$30 - $50

ProfessionalLarge DiaphragmUSB Microphone

$100 up


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Demo – Telephone vs. USB


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EXERCISE #3


What 3 things or best practices, will you use in your next webinar to keep your audience engaged?


ACT IVSound Check

Go Live!

Sound Check and Go Live! Deliver an Engaging Performance, Begin Post Webinar

Sales Lead Follow Up

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Sound Check and Go Live!Deliver an Engaging Performance

• Step 1: Go through “Final Call” checklist on your own 30 minutes prior to the final sound check

• Step 2: Launch your webinar hosting platform and meet with speakers one hour prior to Go Live! for final sound check

• Step 3: Go Live! and debrief ensemble

• Step 4: Begin Post-Webinar sales lead follow up


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Final Check List – Page 36


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DON’T FORGET THE HUMAN FACTORS

• Learn to work your microphone

• Tone of voice and inflections

• Monitor your breathing

• Smile and gesture

YOU’RE A BROADCASTER – THINK LIKE ONE


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FINAL SOUND CHECK

• Focus on the presenters• Pre flight checklist and Plan B• Review final slides• Turn off all non essential apps• Silence cell phones, turn off

ringers, “Do Not Disturb Sign”• Launch splash screen 20

minutes prior to going live• Final sound check

START AN HOUR BEFORE GO LIVE!


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GO LIVE!

• Start and end on time• Welcome your audience• Enthuse, excite but don’t sell• Call to action or next steps

HAVE FUN, IT’S ABOUT CONNECTION NOT PERFECTION



ACT VPost Webinar

Convert ProspectsInto Customers

Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post Webinar Follow Up

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• Step 1: Archive a copy of the recorded webinar

• Step 2: Send follow-up thank you emails and include how to get more valuable content

• Step 3: Do final analytics on registration, attendance, performance

• Step 4: Segment leads

• Step 5: Measure webinar effectiveness

Put Your Sales and Marketing Hat On: Maximize the Opportunity with Post

Webinar Follow Up


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Put Your Sales and Marketing Hat On:

• Step 1: Archive a copy of the recorded webinar• Step 2: Within 24-48 hours, send follow-up thank you emails and include valuable content and information• Step 3: Do final Registration, Attendance and Performance analytics

Maximize the Opportunity with Post Webinar Follow-up to Start a Warm Conversation


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Segment Leads

• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing


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Ensuring Predictable Outcomes

Webinar Objectives

Audience Value

Define Success FactorsCall To Action

Analyze Life Cycle

Intelligence


#cmworld

Gather Life Cycle Intelligence

BEFORE EVENT

Gather profile data

DURING WEBINAR

Online polls Live Questions

AFTER EVENT

SurveysOn-Demand Views

Social MediaLead Nurturing


#cmworld

Gather Insights by Attendees

Interests Plans to purchase this year

What would

you like to learn?

Scale 1-55 being highest

What could we

have done

better?

What did you like the

most?

What other

webinar topics

would be of

interest?

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 apples

Integration Kalmar Filter

Define models for the inertial sensor errors

When discussing

multi-Sensor

fusion, are there ….

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 the inertial sensor errors

Is the INS always a

core sensor?


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The 6 Key Webinar Metrics

• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings


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Time to Get Under the Hood…


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Analyze all Other Life Cycle Intel

34%

27%

19%

16%

4% Other

System Inte-grator

GNSS Equipment Manufacturer

Product/Appli-cation Designer

Mobile Device Manufacturer

61%18%

11%

10% MEMS IMU

Other

Ring laser gyro (RLG)

Fiber-optic gyro (FOG)

Industries Represented What kind of inertial technology

are you most interested in?


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Segment Leads

• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing


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Webinar EffectivenessImpact on the Bottom Line

• Net new deals closed• Converting a prospect into a customer• Up sell and cross sell to existing base• Increase sales pipeline• Put’s you on the map as a viable brand• Reach new geographies and markets


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Summary and How to Get Started

Q&A – Wrap Up


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It’s a Mini Theatrical Event


ACT IThe Plan

The WebinarReady Methodology Comprises Five Acts

ACT IVGo Live!


ACT IIRecruit Audience

ACT VPost Webinar

#cmworld

Metrics Tell a Story


#cmworld

IT’S AN ONGOING BALANCING ACT

LogisticsBusiness Drivers Human Factors Technology


#cmworld

THE CASE FOR WEBINAR READYMethodology

Best Practices

Metrics


#cmworld

Com

mer

cial

Out

com

es

Low Value to Your Audience

HighHigh Impact – High Performing Webinars

High PerformingHigh Impact

Low PerformingHigh Impact

High PerformingLow Impact

Low Performing Low Impact


#cmworld

Appendix of Benchmarks & Metrics


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1. Click Thru Ratio (CTR)

Before the Webinar


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Click Thru Ratio (CTR)

What Does It Measure? What Does It Predict?

Percent of People

People who RegisterClick to Registration Page

Registration - AttendanceRegistration landing pageMessage and value prop


#cmworld

AUDIENCE RECRUITMENT BENCHMARKSTO DRIVE 250 REGISTRANTS AND 100 ATTENDEESMetric Significance

50,000 Size of the targeted demographic audience

750 1.5% will reach your registration landing page

250 A Click Thru Ratio of 33% will yield 250 registrants

100 40% or more registrants will actually attend


#cmworld


CTR Benchmarks What it predicts and what you can do to increase registration

34% - 50% Excellent - Indicates your message is connecting

23% - 33% Target - Invitation message is specific to audiences interests

<23% You should be concerned, as something is not connecting with your audience1. Are you targeting the right demographic?2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch?3. Are you asking too many landing page questions that are invasive?4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not5. Does each touch or Drip have a fresh subject swap?


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Attendee Ratio (AR)

What Does It Measure? What Does It Indicate?

Percent of PeopleAttended

Registered

Interest in your topicDemographic value

Post webinar follow up


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Attendee Benchmarks What it indicates

>50% Excellent

40% Target

<30% Under Perform


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3. Online Polls

During the Webinar


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Online Polls

What Does It Measure? What Does it Indicate – Impact?

Real time feedback Level of engagement Audience perspective

Message shaping


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On Line Poll Benchmarks What it indicates

>75% Excellent

60 – 70% Target

<50% Under Perform


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Analysis

High Performing – High Impact

21%

10%

5%

25%

40%

I'm not sure - I would like help

Monitor only the sites I advertise on

No plan to monitor

Reputation monitoring manually

Reputation monitoring with a tool

How will you monitor your online reputation going forward?

Response Rate = 66%


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4. Exit Survey

After the Webinar – On Exit


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Exit Survey


How well did you met your audience’s expectations?

Your brand and thought leadershipIdeas for future topics

Lessons learned for next webinar


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Exit SurveyBenchmarks

Ranking Scale of 1-5What it indicates

3 – 5 >90 % Excellent

3 – 5 80% - 90% Target

3 – 5 <80% Under Perform


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Exit SurveyBenchmarks

ResponseWhat it indicates

>35% - 45% Excellent

25%-35% Target

<25% Under Perform


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7%

46%38%

7% 3%

5 - Exceeded

4 - Above

3 - Met

2 - Barely Met

1 - Did Not Meet

Analysis

High Performing – High Impact

On a scale of 1 to 5 - How did today’s webinar meet your expectations?

Response Rate = 42% with 98% Positive Ratings


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5. Audience Retention

After the Webinar


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Audience Retention

What Does It Measure? What Does It Indicate - Impact?

Audience Engagement

Did you deliver what you promised? Audio or technical challenges?

Your brand and thought leadershipPost webinar follow up opportunities


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Analysis

11:59 AM PST

12:14 PM PST

12:29 PM PST

12:44 PM PST

12:59 PM PST

01:14 PM PST

01:29 PM PST

050

100150200250300350400

173

314337 331 329 312

271

Attendee Counts Throughout WebinarPeak Attendance = 378

Go

Live

!

Mid

Poi

nt

Q &

A

Adjo

urn

Audience Retention at Q&A = 87%

80%


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Audience Retention at Q/A What it indicates

>85% Excellent

75% - 85% Target

<75% Under Perform


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6. On Demand Viewings

After the Webinar


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On Demand “The Gift That Keeps on Giving”


Post webinar interest

Fresh new sales leadsAttended but watched againRegistered but did not attend

“Must Have” Content


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On Demand Viewings

Targets as a % of Registrants

>50% Excellent

15% - 30% Target

<15% Under Perform


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Analysis

On Demand Viewings 431 viewings in first 45 days Viewing # - % Total Viewings

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 – 100%


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To Continue the Conversation

An End2End Solution for Webinar Demand Creation

On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)

www.webattract.com [email protected] +916.804.4703

@WebinarReady

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Hosting Successful Webinars


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