© 2015 WEBATTRACT

5 Prescriptions for Attracting and Engaging Your Audience

Mike Agron

Co-Founder

Executive Webinar Producer

WebAttract, LLC

mike@webattract.com

@WebinarReady

© 2015 WEBATTRACT

A time for telling a story with real business outcomes

© 2015 WEBATTRACT

Theatrical - Think of a radio show with pictures

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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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1. Pick a winning topic that connects

2. Using KPIs to validate if you’re on track or, if you’re not

3. Motivate fence sitters to register

4. Make your speakers shine with table reads & dress rehearsals

5. Use lifecycle intelligence for post webinar follow up

Webinar Producers & Demand Gen Professionals

Mike Agron

What we’re talking about today

© 2015 WEBATTRACT

Recommended Complimentary Content

Content Marketing Institute

Adobe Connect

Research Studies The Art of Producing

Webinars That Work

WebAttract

© 2015 WEBATTRACT

Poll #1

How many webinar invitations do you receive a week?

(Please select one)

▪ None

▪ I receive 1-3 email invites a week

▪ I receive 4-5 or more email invites a week

▪ I’ve lost count

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Can you relate?

Setting the Stage

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An Ongoing Balancing Act

LogisticsBusiness Drivers Human Factors Technology

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ACT ISetting the Stage

Planning

ACT IVFinal Sound Check

Go Live!

ACT IIIContent Shaping

Table Reads

ACT IIAttract Audience

Track Metrics

ACT VPost Webinar

Convert

It’s a Five Act Play

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Managing The Webinar Life Cycle

Weeks 1-8

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The Production Script and Framework

Deadline Driven Methodology

Best PracticesWebinar Lifecycle

Metrics Analytics

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Prescription #1:Pick a Winning Topic that Connects

Webinar Producers & Demand Gen Professionals

Mike Agron

© 2015 WEBATTRACT

Better OutcomesPain Points - Questions

Actively Looking for a Solution

OR

Your Attendees are on a Journey Time to Sell is After the Webinar

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People buy when they are in pain(and have money to solve it)

Hint: Is your topic & content a “must have” or a “nice to have”

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Disruptive Markets and Industry Shifts Provide

Story Telling Beyond Sound Bites

Highlight Innovative Solutions

Promote Thought Leadership

Confusion + Change = Opportunity

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Popular B2B Webinar Themes That Attract and Engage

Case Study TutorialStandards

& Compliance

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Brand High Performing B2B Webinar Topics Theme

Win and Keep Customers With Facebook: Tips for Local Business

Tutorial

Designing and Verifying Safety Instrumented Systems Standards

How Active Rehab Protocols Reduce Post – Operative Recovery Time

Tutorial Standards

Culture Shock: Shake-Up Your Company, Your Store, Your People and Sales Increases Will Follow

Tutorial

Smarter Streets: Case Studies for Cities and Utilities – Learn How the City of Baltimore and Washington Gas Reduced Costs

Case Study

Case Study: How Merck is Using Virtual Team Building to Increase Performance

Case Study

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No Shortage of Great B2B Content Sources

GREAT CONTENT!

Case Studies

Industry Analysts

Clients Partners

PublishersEditors Authors

White Papers

Educates and makes buyers more intelligent with the

objective of driving profitable customer action

© 2015 WEBATTRACT

Prescription #2:Using KPIs to validate

if you’re on track, or if you’re not

Webinar Producers & Demand Gen Professionals

Mike Agron

© 2015 WEBATTRACT

Tracking metrics before, during and after provides actionable insights for producing predictable outcomes

© 2015 WEBATTRACT

Target Benchmarks

Going beyond your house list

Execute 3 weeks before go live with a measured rhythm of 4-5 spaced Drips

Register

¼ - ½ of 1%

125 – 250+

Use back of the envelope projections to determinelikely registration and attendance outcomes

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The Six Key Email Webinar Invitation Metrics

Sent Opened

Bounced Clicked

DeliveredOpted Out

SPAM

©2012, WebAttract LLC

© 2015 WEBATTRACT

The Six Key Performance Webinar Metrics

Click Thru Ratio or CTR

Attendee Ratio or AR

Online Polls Exit Surveys

Audience Retention

On Demand Viewings

©2012, WebAttract LLC

© 2015 WEBATTRACT

What Does It Measure? What Does It Predict?

Percent of People

People who Register

Click to Registration Page

Registration - Attendance

Registration landing page

Message and value prop

Click Thru Ratio (CTR) Is The Gold Standard

< 20 % 25 % +/- 35 % +

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When a Campaign Isn’t PerformingHow to Save it From Flat Lining

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Initial Email Campaign Metrics Looked Promising...

Touchpoint Delivered Opens Opens % Unsubscribe Unsubscribe %

TP#1 79,595 8,790 11.04% 626 0.79%

TP#2 93,579 5,283 5.65% 368 0.39%

173,174 14,073 8.13% 994 0.57%

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After 2 Weeks We Only Had 32 People Register for a CTR of 2%

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1Reviewed all messaging

2Landing page sounded like an overt sales pitch

3Regrouped and started all over

4Recruited editor of Composites World

5Relaunched with new messaging & subject lines

Diagnosis

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© 2015 WEBATTRACT

Webinar Registration Outcomes

• Registered 638 (Same List)

• Reached 69 Countries

• Improved CTR 11x’s to 22%

• Attended: 124 – 35%

• Attendee Satisfaction – 96%

© 2015 WEBATTRACT

Prescription #3:Motivate Fence Sitters to Register

Webinar Producers & Demand Gen Professionals

Mike Agron

© 2015 WEBATTRACT

© 2015 WEBATTRACT

This email was sent to mike@webattract.com by Mike Agron of WebAttract Informational Webinars.

How 2 Emerging and 2 Global Brands Transformed their Webinars to Drive New Business

Hello Mike,

We are reaching out to let you know there is still time to register for this timely webinar on Thursday, so please be sure to reserve your space today.

Are you delivering webinars that engage with prospects and meet or exceed your lead generation objectives? If you’re looking for a new take to attract prospective buyers, you’ll want to attend this complimentary webinar , and learn how two emerging and two global companies used webinars to reach new customers.

Who Should Attend? Marketing and sales professionals responsible for demand generation, raising brand awareness and thought leadership, and anyone looking for innovative ways to improve commercial outcomes and delight audiences.

Register Today: https://www.webattract.newwebinar.com

Hosted by: WebAttract Informational Webinars

Subject: [Webinar] Mike, we notice you didn't complete your registration to learn how 2 emerging and 2 global brands transformed their webinars to drive new business

© 2015 WEBATTRACT

• High open rate 30% - 50%

• Counter intuitive, opt-outs decrease across campaign

• Add net new registrations

• Risk is higher for unsubscribe rate to increase between 1%- 2%

• If your overall unsubscribe rate is lower than 1%, then GO FOR IT!

Typical Results for Open Only Touchpoints

© 2015 WEBATTRACT

Prescription #4:Make your speakers shine with table reads & dress rehearsals

Webinar Producers & Demand Gen Professionals

Mike Agron

ARE YOU PREPARED?

SECURING YOUR

PHARMA SUPPLY CHAIN

Transforming the LSH Business

Paradigm through Serialization

Global LSH Supply Chain Webinar

by Patrick O’Connor and Lisa Harrington

October 2, 2014 – 12pm EST (U.S. time)

Patrick O’ConnorPartner

Kent and O’Connor, Incorporated

THE EXPERTS

Lisa HarringtonPresident, Lharrington Group LLC

Strategic Consultant

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An Important Registration Landing Page Question:“What Do You Want to Learn?”

The invitation is the promise of what will be delivered - it's your contract with the audience

Uncover fresh ideas that are timely and relevant for engaging with your audience

© 2015 WEBATTRACT

What would you like to learn from this webinar? Job Title

trends Senior Directorupdate VP Internal AuditOverview Hospital Claims Repcurrent trends Exec Direc Clin OpsAdditional information Operations ManagerGeneral Information Chief Administrative Officer

Best Practices Principal

GSD

Updated requirements Sr. Manager LSP Ops

FDA In general exporting into USA,FDA Requirements Customs

hear about industry best practices Director, Warehousing and Distribution

Future of Industry Strategic Sourcing

Trends/Strategies Sourcing Manager

How U.S. trends impact regulations and product integrity issues Principal Consultant

Serialization Director

Supply Chain Specialist

Quality Specialist

purchasing analyst

How to implement serialization within an organization to address current and

prepare for future requirements IT Manager

trends in the supply chain Research

How US regs influence other market regulations Director

new info Accounting

Learn more about the drug supply chain security act Director of Operations

Drug Supply Chain Security Act: What is it?

• Signed into law November 27, 2013 (Public Law No: 113-54)

• Establishes national system for tracing pharmaceutical products

• Immediately preempts all state laws,

regulations and requirements for tracing

products through the supply chain

• Applies to prescription drugs in

finished dosage form for human use

• Sets national licensing standards

for wholesale distributors and

third-party logistics providers

How US Trends Impact Regulations and

Product Integrity Issues in Other Countries

A GLOBAL PROBLEM:

COUNTERFEITING, ADULTERATION, TAMPERING, DIVERSION

• Counterfeit prescription drugs: exploding industry, with an estimated market

worth $75 billion a year worldwide

o Example: June 2012, Angola

o Counterfeit drug incidents around

the world have caused an estimated

700,000 deaths

© 2015 WEBATTRACT

Prescription #5: Use life cycle intelligence

for post webinar follow up

Webinar Producers & Demand Gen Professionals

Mike Agron

© 2015 WEBATTRACT

Now the Real Work BeginsSales Ready – Nurture – Not a Fit

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© 2015 WEBATTRACT

Executive Summary KPIs & Analytics

COPYRIGHT 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 nowintend to acquire

Was just researching and nowsee no need

Decreased

Did the Webinar Move Intent to Purchase?

Mid

Po

int

COPYRIGHT 2014 WEBATTRACT

Snapshot of Attendee InsightsYour

InterestsPlans to

purchase thisyear?

What would

you like to learn?

Rate 1-5

Whatcould be

improved ?

What did you like ?

Other webinar topics?

Poll #1 Poll #2 Questionasked by attendee

MEMSIMU

Not sure researching

General Info

5 More technical content

The Ask the Experts Panel

Case Studies on hardware specific

apps

Integration KalmarFilter

inertial sensor errors

Whendiscussing

multi-Sensor

fusion...

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

inertial sensor errors

Is the INS always a

core sensor?

Helps optimize outcomes as well as enable warm sales or nurturing follow up

© 2015 WEBATTRACT

How Webinars Impact Your Demand Gen Goals

Net new deals

Converts prospects into customers

Enables up-sell & cross-sell to existing base

Increases sales pipeline

Puts you on the map as a viable player

Reaches new markets & geographies

© 2015 WEBATTRACT

My Call to Action for Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers

Attract Engage Convert

© 2015 WEBATTRACT

Identify market trends, disruptions, challenges – educate on the opportunities

Create “must have” topics that explain how to overcome pain points

Chose content with demonstrable outcomes you can tell a story around

Ideas to Get Started

© 2015 WEBATTRACT

Recruit knowledgeable & passionate 3rd

party speakers

Use KPIs before, during & after to measure and predict outcomes

Develop a project plan – “If you fail to plan, you plan to fail”

More Ideas to Get Started

© 2015 WEBATTRACT

To Continue the Conversation…

Best Practice Videos – Case Studies – Blog – Complimentary eBookswww.webattract.com or mike@webattract.com

LinkedIn WebAttract Thought Leadership Webinars and Webcasts

@WebinarReady

Search ‘WebAttract’

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Coming Soon! Online Training and Certification:“How to Produce Demand

Generation Webinars”

WebinarReady™

Master Webinar

Producer

© 2015 WEBATTRACT

Your Turn…Questions and Answers

Mike Agron

WebAttract

Joe Pulizzi

CMI