Webinar Demand Creation for Content Marketers: From Start to Finish

Webinar Demand Creation
for Content Marketers:
From Start to Finish

Mike Agron – Executive Webinar Producer
WebAttract, LLC
@WebinarReady • #cmworld
#cmworld
©2012, WebAttract LLC

Welcome
Introductions
Housekeeping
Workshop goals
3 things you want to learn?

#cmworld

What We’re Going To Cover
USING CONTENT TO INSPIRE PROSPECTS
TO BECOME CUSTOMERS

• 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

#cmworld

#cmworld

THE CASE FOR WEBINAR READY
Methodology

Best Practices
Metrics

#cmworld

Metrics Tell a Story

#cmworld

High Impact – High Performing Webinars
High

High Performing High Performing
Commercial Outcomes

Low Impact High Impact

Low Performing Low Performing

Low Value to Your Audience

#cmworld

High Impact – High Performing Webinars
High

High Performing High Performing
Commercial Outcomes

   

Low Performing Low Performing

Low Value to Your Audience

#cmworld

IT’S AN ONGOING BALANCING ACT

Business Drivers Logistics Human Factors Technology

#cmworld

It’s a Mini Theatrical Event

The WebinarReady Methodology Comprises Five Acts

ACT I ACT II
The Plan Recruit Audience

ACT III ACT IV ACT V
Message Shaping Go Live! Post Webinar

#cmworld

Think of a Radio Show With Pictures

#cmworld

FROM LET’S GO TO GO LIVE!
OPTIMAL RESULTS ACHIEVED OVER 8 WEEKS

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

#cmworld

ACT I
The Plan

Setting the Stage for a Smooth Production

#cmworld

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

#cmworld

Ensuring Predictable Outcomes

Webinar
Objectives

Analyze
Audience
Life Cycle
Value
Intelligence

Define
Call To
Success
Action
Factors

#cmworld

Gather Life Cycle Intelligence

BEFORE EVENT

Gather profile data

DURING WEBINAR

Online Polls
Live Questions
AFTER EVENT

Surveys
On-Demand Views
Social Media
Lead Nurturing

#cmworld

EXERCISE #1

#cmworld

ACT II
Recruit
Audience

Getting the Right Audience to Register

#cmworld

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

#cmworld

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

OR

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

#cmworld

Informational vs. Sales Pitch

Informational vs. Sales Pitch
Case Study Product Centric
Best Practices – Lessons Learned Features - Benefits
Business Value, Metrics, ROI Pricing

#cmworld

POPULAR B2B WEBINAR THEMES

Case Study – Business
Improvement

How To - Tutorial

Standards &
Compliance

#cmworld

KEY SOURCES FOR GREAT CONTENT

Client
Case
Studies

White Industry
Papers Analysts

Subject
Matter Authors
Experts

#cmworld

KEY FACTORS OF A CASE STUDY
FOCUS ON BUSINESS VALUE

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

#cmworld

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 Study
Tutorial
Compliance and Standards
Other

#cmworld

INVITATION DEVELOPMENT
COLLABORATE & ITERATE

• 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

#cmworld

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?

#cmworld

AUDIENCE RECRUITMENT BENCHMARKS
TO DRIVE 250 REGISTRANTS AND 100 ATTENDEES

Metric 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

AUDIENCE RECRUITMENT - PLANNING
MAKE THE AUDIENCE YOUR TOP PRIORITY

• 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

#cmworld

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.

#cmworld

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

#cmworld

The 6 Key Webinar Metrics

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

#cmworld

1. Click Thru Ratio (CTR)

Before the Webinar

#cmworld

Click Thru Ratio (CTR)

What Does It Measure? What Does It Predict?

Percent of People Registration - Attendance
Registration landing page
People who Register
Message and value prop
Click to Registration Page

#cmworld

How do you Know if you’re on Track?
CTR What it predicts and what you can do to increase registration
Benchmarks
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 audience
1. 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 Not
5. Does each touch or Drip have a fresh subject swap?

#cmworld

ACT III
Message
Shaping

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

#cmworld

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

#cmworld

GATHER ENSEMBLE FOR A TABLE READ

#cmworld

STORY TELLING & MESSAGE SHAPING

#cmworld

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

#cmworld

Before Sample of “BANT + Sales-Ready” Leads

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

After “BANT PLUS” SALES READY LEADS
Budget

Set Next
Step(s) Authority
Detailed background Information
on the prospect and the selling
opportunity helps drive more
productive sales results
Data
Capture & Need
Cleansing

Timeframe
#cmworld

USING ON-LINE POLLS TO ENGAGE

#cmworld

A ROADMAP FOR MANAGING THE WEBINAR LIFE CYCLE

Poll #1

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

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

#cmworld


Poll #2
HOW MANY WEBINARS DO YOU ATTEND
WEEKLY?
(PLEASE CHOOSE ONE)

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

#cmworld

POLL #3
WHICH OF THE FOLLOWING INSIGHTS PRESENTED
TODAY WILL YOU USE TO MANAGE YOUR NEXT
WEBINAR? (PLEASE CHOOSE ALL THAT APPLY)

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

#cmworld

THE MODERATOR AS A COACH

• Trust

• Passion

• Courage to be honest

#cmworld
©2012, WebAttract LLC ©2012, WebAttract LLC

SOUND CHECKS
POOR AUDIO IS THE ACHILLES HEEL FOR ALL
WEBINARS

#cmworld

Optimize Audio and Video
SPEEDTEST.NET – WWW.SPEEDTEST.NET/
SPEAKEASY.NET – WWW.SPEAKEASY.NET/

#cmworld

HOW TO REALLY CONNECT WITH YOUR AUDIENCE

Professional Consumer
Landline
Large Diaphragm Headset
Handset
USB Microphone Microphone
Free
$100 up $30 - $50

#cmworld

Demo – Telephone vs. USB

#cmworld

EXERCISE #3

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

#cmworld

ACT IV
Sound Check
Go Live!

Sound Check and Go Live! Deliver an Engaging
Performance, Begin Post Webinar
Sales Lead Follow Up

#cmworld

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

#cmworld

Final Check List – Page 36

#cmworld

DON’T FORGET THE HUMAN FACTORS

YOU’RE A BROADCASTER – THINK LIKE ONE

• Learn to work your microphone

• Tone of voice and inflections

• Monitor your breathing

• Smile and gesture

#cmworld

FINAL SOUND CHECK
START AN HOUR BEFORE GO LIVE!

• 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

#cmworld

GO LIVE!
HAVE FUN, IT’S ABOUT CONNECTION NOT PERFECTION
• Start and end on time
• Welcome your audience
• Enthuse, excite but don’t sell
• Call to action or next steps

#cmworld

ACT V
Post Webinar
Convert Prospects
Into Customers

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

#cmworld

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

#cmworld

Put Your Sales and Marketing Hat On:
Maximize the Opportunity with Post Webinar
Follow-up to Start a Warm Conversation

• 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

#cmworld

Segment Leads

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

#cmworld

Gather Life Cycle Intelligence

BEFORE EVENT

Gather profile data

DURING WEBINAR

Online polls
Live Questions
AFTER EVENT

Surveys
On-Demand Views
Social Media
Lead Nurturing

#cmworld

Gather Insights by Attendees

Interests Plans to What Scale 1-5 What What did What Poll #1 Poll #2 Question
purchase would 5 being could we you like the other asked by
this year you like highest have most? webinar attendee
to learn? done topics
better? would be
of
interest?
MEMS Not sure General 5 More The Ask the Case Integration Define When
IMU researching Info technical Experts Studies on Kalmar Filter models discussing
content Panel hardware for the multi-
specific inertial Sensor
apples sensor fusion, are
errors there ….
MEMS Yes Practical 5 Good Any GPS Define Is the INS
IMU app of overview signal Models always a
MEMS not too related for the core
IMU GNSS technical topics inertial sensor?
Well sensor
organized errors

#cmworld

Time to Get Under the Hood…

#cmworld

Analyze all Other Life Cycle Intel
What kind of inertial technology
Industries Represented are you most interested in?
Other

4% MEMS IMU
System 10%
Integrator
16%
11%
34% Other
GNSS
Equipment
Manufacturer
18% Ring laser gyro
19% Product/Applica 61% (RLG)
tion Designer

Fiber-optic gyro
27% Mobile Device
(FOG)
Manufacturer

#cmworld

Webinar Effectiveness
Impact 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

#cmworld

Summary and How to Get Started

Q&A – Wrap Up

#cmworld

Appendix of Benchmarks & Metrics

#cmworld


CTR What it predicts and what you can do to increase registration
Benchmarks
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 audience
1. 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 Not
5. Does each touch or Drip have a fresh subject swap?

#cmworld

2. Attendee Ratio (AR)

During the Webinar

COPYRIGHT 2012 WEBATTRACT #cmworld

Attendee Ratio (AR)

What Does It Measure? What Does It Indicate?

Percent of People Interest in your topic
Attended Demographic value
Registered Post webinar follow up

#cmworld


Attendee What it indicates
Benchmarks
>50% Excellent
40% Target

<30% Under Perform

#cmworld

3. Online Polls

During the Webinar

#cmworld

Online Polls

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

Level of engagement
Real time feedback Audience perspective
Message shaping

#cmworld


On Line Poll What it indicates
Benchmarks
>75% Excellent
60 – 70% Target

<50% Under Perform

#cmworld

High Performing – High Impact
Analysis

How will you monitor your online reputation going forward?
Response Rate = 66%
I'm not sure - I would like help

21%
Monitor only the sites I advertise
on
40%

No plan to monitor
9%

5% Reputation monitoring manually

25% Reputation monitoring with a
tool

#cmworld

4. Exit Survey

After the Webinar – On Exit

#cmworld

Exit Survey


Your brand and thought leadership
How well did you met your
audience’s expectations? Ideas for future topics
Lessons learned for next webinar

#cmworld


Exit Survey
Benchmarks What it indicates
Ranking Scale of 1-5
3 – 5 >90 % Excellent

3 – 5 80% - 90% Target

3 – 5 <80% Under Perform

#cmworld


Exit Survey
Benchmarks What it indicates
Response
>35% - 45% Excellent

25%-35% Target

<25% Under Perform

#cmworld

High Performing – High Impact
Analysis
On a scale of 1 to 5 - How did today’s webinar meet your expectations?
Response Rate = 42% with 98% Positive Ratings

2% 7%
7%
5 - Exceeded

4 - Above

3 - Met
38%
46% 2 - Barely Met

1 - Did Not Meet

#cmworld

5. Audience Retention

After the Webinar

#cmworld

Audience Retention

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

Did you deliver what you promised?
Audio or technical challenges?
Audience Engagement
Your brand and thought leadership
Post webinar follow up opportunities

#cmworld

Analysis
Attendee Counts Throughout Webinar
Peak Attendance = 378
400
350 337 331 329
314 312
80% 300 271
250

Mid Point

Q&A
200 173

Adjourn
150
Go Live!

100
50
0
11:59 AM 12:14 PM 12:29 PM 12:44 PM 12:59 PM 01:14 PM 01:29 PM
PST PST PST PST PST PST PST
Audience Retention at Q&A = 87%

#cmworld


Audience What it indicates
Retention at Q/A
>85% Excellent

75% - 85% Target

<75% Under Perform

#cmworld

6. On Demand Viewings

After the Webinar

#cmworld

On Demand “The Gift That Keeps on Giving”


Fresh new sales leads
Attended but watched again
Post webinar interest
Registered but did not attend
“Must Have” Content

#cmworld


On Demand Targets as a % of
Viewings Registrants
>50% Excellent

15% - 30% Target

<15% Under Perform

#cmworld

Analysis

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

#cmworld

To Continue the Conversation

On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)

The WebAttract Channel
Best Practice Videos Complimentary eBook
WebinarReady™
A Step-by-Step Guide to
Hosting Successful Webinars
@WebinarReady

www.webattract.com
mike@webattract.com
An End2End Solution for Webinar Demand Creation +916.804.4703

#cmworld

Webinar Demand Creation for Content Marketers: From Start to Finish

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (17)

Ähnlich wie Webinar Demand Creation for Content Marketers: From Start to Finish

Ähnlich wie Webinar Demand Creation for Content Marketers: From Start to Finish (20)

Mehr von Content Marketing World

Mehr von Content Marketing World (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Webinar Demand Creation for Content Marketers: From Start to Finish

Hinweis der Redaktion