Andy Henton and Martin Hess of InsideScientific discuss webinar best-practices including strategy, content development, audience engagement, collecting market intelligence and setting the stage for the next step in your sales process. Key topics covered during the presentation include - creating an Objective-Based Strategy - Content: Who, What and How - Registration & Attendance trends and strategy - gathering Market Intelligence - Post Webinar Plan: Content Creation, Personas, and Action!

1. Perfecting Scientific
Webinars for Lead
Generation
Andy Henton
Creative Director,
InsideScientific
Martin Hess
Business Manager,
InsideScientific

2. InsideScientific is an online environment rich with
information for life science researchers. Resources include
educational webinars, in-lab workshops and training programs, laboratory
protocols, application notes and more. In addition, scientists can browse
our suppliers database to learn more about the tools and technologies
offered by manufacturers around the globe.
Our mission is to augment scientific discovery by facilitating and
continually improving the exchange of scientific information.
Learn more at www.insidescientific.com/isc-marketing

3. A long time ago,
at a trade show
far, far away….
(okay… it was only Orlando)
“we met in 2006, when
trade show floors were
still buzzing. But as
scientists turned to the
internet for product
information,
conferences started to
yield less than ideal
results for lead
generation and
nurturing…”

4. “There must be a
better way, where we
can control the time,
place and quality of
information
exchange”
“…recognizing that trade
shows were still a
cornerstone of our
marketing strategy, we
were seeking a
complimentary platform
whereby we were in
control of the time, the
information that was
exchanged and the
interaction process.”

5. Why
Webinars?
1. BECAUSE THEY COMPLIMENT TRADE-
SHOWS!!!
2. The format follows how researchers
discuss and share their science… they
present to one another, listen, and learn
from their peers (that includes you by the way)
3. You are in control of the topics, objectives,
date, time, and duration of the discussion
4. They have no geographical boundries
5. They are not a single “touch-point”

6. What are
Touchpoints?
• Phone call
• Email thread
• Meeting (trade-show, on-site)
• Product demonstration
• Presentation (live or virtual)
• Content consumption
• Application Notes, Technical
Guides, Videos, FAQ…

7. Audience Poll:
How do you
currently
capture
leads?

8. Audience Poll:
How many
touchpoints
are typically
required to
make a sale?

9. The Big 5 in Webinar Planning
1. Objective-Based Strategy
2. Content: Who, What and How
3. Registration & Attendance Strategy
4. Market Intelligence
5. Post Webinar Plan: Content Creation, Personas, and Action!

10. 1. Objective-Based
Strategy
This is a simple
mind map…
We asked ourselves…
“if we are going to help
people run great
webinars for lead
generation, what are
the important areas to
focus on?”
then we continued…

11. 1. Objective-Based
StrategyIt got bigger…
generate mind-maps at bubbl.us

12. The Big 5 in Webinar Planning
1. Objective-Based Strategy
2. Content: Who, What and How
3. Registration & Attendance Strategy
4. Market Intelligence
5. Post Webinar Plan: Content Creation, Personas, and Action!

13. 2. Content: Who,
What and How
The Who?
Scientists are
most valuable to
you when they
focus on research
APPLICATIONS.

14. 2. Content: Who,
What and How
InsideTip: Bring big
numbers by focusing on
broad subjects within your
specific area of science.
Example:
Join this webinar to hear Dr. Smith
explain why “X” measurement is
essential to studying “Y” disease…
The Who?

15. 2. Content: Who,
What and How
Pressure-Volume Catheter Calibrations
and Experimental Design
“…Dr. Dimitrios “Jim”
Georgakopoulos — an expert in the
theory, history and application of
ventricular pressure-volume science
— discusses pressure-volume
technology, the importance of
resistivity and parallel volume
calibration, and how experimental
conditions can (and should)
influence your approach... Key topics
covered in this webinar will include
designing a successful PV Loop
experiment with the end in mind, and
identifying markers for quality and
reliable pressure-volume data…”
// Case Study //
View this
Webinar

16. 2. Content: Who,
What and How
The Who?
Your staff, including
product managers,
engineers and sales
staff, are most valuable
to you when they focus
on PRODUCT
awareness.
The Who?

17. 2. Content: Who,
What and How
InsideTip: Bring big numbers
by focusing on how to help
your prospects, and
customers, do better science.
Example:
Join this webinar to hear experts from
company “X” show how to properly
acquire “Y” measurements and optimize
lab throughput.
The Who?

18. // Case Study //
2. Content: Who,
What and How
Implantable Infusion Pumps “…discussion will focus on
clarifying the most
common misconceptions
circulating within the
research community about
implantable infusion
pumps… This information
will help researchers make
more informed decisions
when choosing the most
appropriate dosing
method for their study…”
View this
Webinar

19. The What?
2. Content: Who,
What and How
BE A PROBLEM
SOLVER!
Identify common
challenges,
[if possible, regardless of
the technology a scientist
is using], and promise to
deliver answers!.

20. The What?
2. Content: Who,
What and How
JUST ASK!
Simple ways to identify
these “challenges” include
online surveys, asking
sales and support staff
(they are in touch with your
clients), and reviewing your
FAQ and support docs.

21. 2. Content: Who,
What and How
The How?
Go heavy on images, graphs
and charts that support your
message. Use video for
product set up, operation,
and data acquisition. Show
live analysis, data processing
and interpretation. A don’t
forget… tell a story!

22. // Case Study //
2. Content: Who,
What and How
24/7 Automated Behavior Tracking “…Dr. Will Redfern and Dr. Sara
Wells discuss 24/7 monitoring of
group-housed rodents in their true
IVC racked home cage environment
for safety pharmacology and
phenotyping applications.. Key
topics will include the value of
studying mice during the dark
period when they are most active,
the importance of monitoring
rodents in their group-housed social
environment, integrating technology
with IVC cage racks, and animal
welfare (3Rs): less surgery, fewer
animals, more data.
View this
Webinar

23. The various toxicity domains have been ranked first by contribution to products
withdrawn from sale, then by attrition during clinical development.
Phase
‘Nonclinical’ PhaseI PhaseI-III Phase III / MKTG Post-Marketing Post-Marketing
Information: Causes of attrition Serious ADRs Causes of attrition ADRs on label Serious ADRs Withdrawalfrom sale
Source: Car (2006) Sibille et al. (1998) Olson et al. (2000) BioPrint®(2006) Budnitz et al. (2006)
Stevens & Baker
(2008)
Sample size: 88 CDs stopped 1,015 subjects 82 CDs stopped 1,138 drugs 21,298 patients 47 drugs
Cardiovascular: 27% 9% 21% 36% 15% 45%
Hepatotoxicity: 8% 7% 21% 13% 0% 32%
Haematology/BM: 7% 2% 4% 16% 10% 9%
NERVOUSSYSTEM 14% 28% 21% 67% 39% 2%
Immunotox;photosensitivity: 7% 16% 11% 25% 34% 2%
Gastrointestinal: 3% 23% 5% 67% 14% 2%
Reprotox: 13% 0% 1% 10% 0% 2%
Musculoskeletal: 4% 0% 1% 28% 3% 2%
Respiratory: 2% 0% 0% 32% 8% 2%
Renal: 2% 0% 9% 19% 2% 0%
Genetic tox: 5% 0% 0% 0% 0% 0%
Carcinogenicity: 3% 0% 0% 1% 0% 0%
Other: 0% 0% 4% 16% 2% 2%
Adapted from Redfern WS et al. SOT 2011
1-9% 10-19% >20%0%
  

24. Infrared
lighting panel
IVC home cage Baseplate RFID chip reader
(under home cage)
Side-view
video camera
Mini-computer and
power supply
(Part of)
cage rack
Features of the home cage 24 h monitoring system
VIDEO CAPTURE
• High quality video
capture for manual
analysis by expert
• Automated analysis of
common behaviours by
behavioural recognition
software
• Additional behaviours can
be annotated for training
the software

25. Manual analysis of behaviours in a single rat over 22 h
Performed as part of behavioural annotation of video

26. Effects of single-housing on subcutaneous temperature
• Decrease in subcutaneous temperature
immediately upon housing singly after
being housed in groups of 3
• Possible causes: group housing or rats
enables intermittent ‘huddling’ with two
cage mates, and may achieve a higher
ambient temperature (with two
additional rats generating heat)
• Illustrates just one of several
physiological stressors associated with
single housing (not to mention the
psychological stressors).
Single vs. Group Housed Rats

27. The Big 5 in Webinar Planning
1. Objective-Based Strategy
2. Content: Who, What and How
3. Registration & Attendance Strategy
4. Market Intelligence
5. Post Webinar Plan: Content Creation, Personas, and Action!

28. 3. Registration &
Attendance
Registration
EMAIL IS KING.
You need the means
to reach a large
audience. If you don’t
have the numbers,
outsource!
4800
720
108 43
Target List Opens Click-thru Registration
Single Email Engagement Trend
Email 1: 4-5 Weeks Out
15%
15% 40%

29. 3. Registration &
Attendance
Registration
Approximately 25% of the
total audience will register
more than 3 weeks out. The
rest pile in at the end, with
click-thru and registration %
increasing as the event
draws closer.
InsideTip: start large, start
early, and simplify the
registration form.
4600
690
124 62
Target List Opens Click-thru Registration
Single Email Engagement Trend
Email 4: 7 Days Out
15%
18% 50%
200 registrants
confirmed…
your list is now
smaller!

30. 3. Registration &
Attendance
Driving Attendance
Not everyone is going to
show up… that’s okay.
There are a few key things
that will increase live
attendance…
1. Reduce Obstacles.
Make it as easy to get
online and participate

31. 3. Registration &
Attendance
Driving Attendance
Not everyone is going to
show up… that’s okay.
There are a few key things
that will increase live
attendance…
2. Get personal. Have
sales & service reps
send direct invites to
your top prospects

32. 3. Registration &
Attendance
Driving Attendance
Not everyone is going to
show up… that’s okay.
There are a few key things
that will increase live
attendance…
3. Highlight benefits of
the live session (think
polls, engagement,
live Q&A)

33. The Big 5 in Webinar Planning
1. Objective-Based Strategy
2. Content: Who, What and How
3. Registration & Attendance Strategy
4. Market Intelligence
5. Post Webinar Plan: Content Creation, Personas, and Action!

34. Audience Poll:
Which of the
following lead
attributes do
you track?

35. 4. Market
Intelligence
Lead Classification
It is incredibly important to
leverage each engagement
opportunity to collect the
information you need.
1. Registration Form
InsideTip: ask open
ended questions about
the challenges they face

36. 4. Market
Intelligence
Lead Classification
It is incredibly important to
leverage each engagement
opportunity to collect the
information you need.
2. Polling
InsideTip: ask your “Lead
qualification” type
questions early

37. 4. Market
Intelligence
Lead Classification
It is incredibly important to
leverage each engagement
opportunity to collect the
information you need.
3. Survey
InsideTip: create a strategy
for delivering poll and
survey questions to on-
demand viewers

38. The Big 5 in Webinar Planning
1. Objective-Based Strategy
2. Content: Who, What and How
3. Registration & Attendance Strategy
4. Market Intelligence
5. Post Webinar Plan: Content Creation, Personas, and Action!

39. 5. Post Webinar
Plan
Content Creation
Starting with the end in-mind,
identify the types of collateral
that will permit you to collect
leads on-demand.
InsideTip: cut chapters
of your full webinar, and
transcribe the content
(voice-over) in different
languages

40. 5. Post Webinar
Plan
Personas
Create buying personas for
your leads so they can be
properly classified, and
receive tailored follow up.
InsideTip: use data from
your master report to
assign buying personas
(A, B, C). Now import into
your CRM.

41. 5. Post Webinar
Plan
Action!
Develop a post-webinar game
plan, and ACT ON IT. This is
often where most fall short.
InsideTip: plan your post-
webinar activity just like
your pre-webinar map.
Define and allocate tasks,
apply deadlines, and track
touchpoints

42. • BRING BIG NUMBERS by
focusing on broad subjects
within your area of science, and
how you can help researchers
do better science.
• BE A PROBLEM SOLVER! ASK
your prospects and staff where
the major pain points are – run
your webinar on these subjects.
• SHOW & TELL. Use engaging
media including charts, graphs,
images and video
• EMAIL IS KING. start large, early,
and simplify the registration
form (without compromising
market intelligence)
• INCREASE ATTENDANCE rate
by removing obstacles, getting
personal during registration, and
providing exclusive content or
interaction during the live event.
• MARKET INTELLIGENCE begins
at the registration form. Ask
open ended questions about the
challenges they face, and
include fields that will help you
assign a “buying persona”
• POLL EARLY, and ask your lead
qualifying questions first
• Have an ON-DEMAND POLL &
SURVEY collection (this will
apply to 50% of your leads)
• CREATE POST-WEBINAR
CONTENT where one piece
supports creation of another.
Cut chapters of your full
webinar, and transcribe the
content (voice-over) in
different languages
• CREATE BUYER PERSONAS,
and use the data from your
master report to assign buying
personas (A, B, C). Now import
into your CRM.
• PLAN YOUR POST-WEBINAR
ACTIVITY. Define and allocate
tasks, apply deadlines, and
track touchpoints.
InsideTips

43. For more information on
planning successful life science
webinars that deliver results,
please contact us!
Andy Henton
Creative Director,
InsideScientific
andy@insidescientific.com
Martin Hess
Business Manager,
InsideScientific
martin@insidescientific.com