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ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

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Presented at the ASAE Tech13 Conference in Washington, DC on Thursday, December 5th, 2013. Learn how one organization generated 6-figure revenue from an integrated approach to sponsored webinars and buyers guide. Walk away with tips on how to bring professionals together year round through expert content. Learn how suppliers can leverage their most important marketing assets, and how by managing the supplier relationship you can create sustainable revenue while protecting the brand of your association.
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@techconf #tech13 LB1 Dawn Baron , American Society for Training & Development Rick Borry , Webvent Generate Six-figure Non- dues Revenue Through Content Thursday, Dec 05 9:00AM - 10:00AM Hashtag: #tech13 LB1
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Page 1: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

@techconf #tech13 LB1

Dawn Baron , A m e r i c a n S o c i e t y f o r Tr a i n i n g & D e v e l o p m e n tR ick Bor ry , W e b v e n t

Generate Six-fi gure Non-dues Revenue Through Content

Thursday, Dec 059:00AM - 10:00AMHashtag: #tech13 LB1

Page 2: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

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For Today• American Society for Training & Development

(ASTD)

• Background

• Expansion of Webinar and Buyers Guide Programs

• Network Model Theory

• Results

• Lessons Learned

• Key Takeaways

Page 3: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

@techconf #tech13 LB1

American Society for Training & Development

Page 4: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

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Problem

• Existing webinar and buyers guide programs drained internal resources and lacked customer-supplier connection.

• These trends affected both member interest and revenue potential.

Page 5: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

ASTD Communities of Practice

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Large team in multiple locations

Page 7: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

INTEGRATED WEBINAR

PROGRAM AND BUYERS GUIDE

Page 8: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

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ASTD “Watch & Learn” consolidated webinar program

Page 9: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

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Webinar connects participants and suppliers

through content

Page 10: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

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Sponsor pages keep traffic within Buyers Guide

Page 11: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

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Buyers Guide drives audience -supplier

connection

Page 12: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

Sponsors expand company profile pages with relevant content:

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Content

Panelists

SponsorsParticipants

• Division of labor:

• Host

• Moderator

• Presenter

• Sponsor Sales

• 6-10 hours per webcast

• People = Email

• Sponsor = Web address

Network model reduces workload

Page 14: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

70 administrators… 1 interface

Page 15: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

PROGRAM EXECUTION

Page 17: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

Build your audience

• Regular e-mail program• Segment audience

• International• Government• Sales Training

• Co-promotion• Presenters• Partners• Sponsors

• Track Results

Page 18: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

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Integrated Sales Approach

• Control your brand

• Unified messaging

• “Big Picture” strategy

• Create sponsor packages

• Know your supplier base

Potential Issues:

• Product overload

• Sales training

• Overwhelm sponsors

• Orphan opportunities

• $10K webinars vs. $1K company profiles

Engage suppliers

Page 19: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

RESULTS

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Efficiency allows volume growth

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Increased participation = revenue

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Invitations

Registrations

Attendees

Information Requests

Demos

• 10,000 email invitations

• 742 registrants

• 311 live connections

• 409 total listeners

• 53 recording views

• 137 whitepaper requests

• 49 product demo requests

Typical sponsored webinar “pipeline”

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Webinar audience drives Buyers Guide traffic

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Traffic increases revenue

Page 25: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

KEY TAKEAWAYS

Page 26: ASAE Tech Conference: Generate Six-figure Non-dues Revenue Through Content

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• Single system

• Division of labor

• Experiment: test, measure, repeat

• Don’t break what works

• Process & checklists

• Intentional and ongoing marketing support

• Specialized sales efforts, within unified sales approach

Lessons Learned

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@techconf #tech13 LB1

• Brings professionals together through expert webinars

• Connects suppliers to their audience with an integrated buyers’ guide

• Sales team works within existing advertiser and sponsor relationships – unified supplier engagement

• Generates 6-figure recurring revenue from sponsored webinars and buyers guide

ASTD Webcasts & Buyers Guide:

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Contact Us

• Dawn Baron – [email protected]

• Rick Borry – [email protected]

• Reference Links:• Webcasts: http://webcasts.astd.org/events

• Buyers Guide: http://webcasts.astd.org/sites

• ASTD Case Study Infographic: www.webvent.tv/corporate/project/astd/


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