Webinars are a top B2B marketing tactic, but rather than simply doing a one-off webinar, you should consider a multi-webinar strategy for ongoing success. In this 2-part series, I examine emerging and global brands that have developed a winning thought leadership webinar series and then go behind the scenes for a look at the metrics and methods that made them work. In Part 1, I focus on the "why" of this topic and reveal the benefits of a series over a "1-off" webinar, provide 3 actual case studies of B2B and SMB outcomes, and share best pracites and lessons learned. In Part 2, I drill down into the "how" by discussing how 2 well known technology companies, (Intel and GE) created Care Innovations, and how they leveraged thought leadership to establish a new category and capture sales leads. I also cover off on 6 key metrics for delivering predictable outcomes, and close off with some planning tips to pull it all together.

1. June 26, 2013
Toll-free: 1 877 309 2074
Access Code: 500-415-841
Supercharging Your Webinar
Demand Generation Outcomes
Part 2
From Show to Sale: Winning Leads With Webinars

2. Hi, I’m Joe Pulizzi (@joepulizzi)
September, 2013

3. CMI teaches marketers how to own their media
channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine

4. COPYRIGHT 2013 WEBATTRACT
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady
Citrix - WebAttract
A Step-by-Step Guide to
Hosting Successful Webinars
Supercharging Your Webinar Outcomes
2 Part Series
Based on Actual Case Study Examples

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Webinar Demand Generation Challenges
Attract
EngageConvert

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Supercharged Demand Generation
Webinars are Content Driven, and…
• Disrupted Markets
• Disruptive Solution
• Measureable Outcomes
Status Quo

7. COPYRIGHT 2013 WEBATTRACT
Supercharging Your Webinar Outcomes
• A proven “repeatable” methodology
• Best practices for optimizing results
• Use key metrics for ensuring success
• Delight your audience
• Delivering predicable outcomes
• Convert more prospects into customers

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Part 1: Behind the Scenes
How to Host Successful Webinars
Setting the stage
Getting the right audience
Breathing life into your production

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Part 2: From Show to Sale
Winning Leads with Webinars
Table reads, dry runs, sound checks
Final checklist and going live!
Post webinar follow up to convert

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CommercialOutcomes
Value to Your Audience
High Value – High Impact

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ACT III
Content Creation
Table Reads & Dress Rehearsals

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Breathing Life Into Your Production
• Step 1: Gather team/ensemble for a Table Read
• Step 2: Architect from invite using key messages bullets
• Step 3: Use all intelligence gathered before webinar
• Step 4: Determine who will say what and when
• Step 5: Get ready to start dress rehearsals

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A Time for Story Telling

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Think of a Radio Show With Pictures

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Webinars Are Magnets for Attracting Prospects
That Are Ripe To Become Your Customers
Disruption – Pain Points
Better Outcomes
Actively Looking for a Solution
OR

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Content Marketing Makes Buyers
More Intelligent
Informational vs. Sales Pitch
Case Study Product Centric
Best Practices – Lessons Learned Features - Benefits
Business Value, Metrics, ROI Pricing

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Webinar Title
Brief Description
3-4 Bullets
Who Should Attend?
Highlight Sponsorship
Leverage Speakers
Credentials
Social Media

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Table Reads and Dress Rehearsals
• Mine digital body language before the webinar
• Find your speakers passion to be authentic
• 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
Detailed background Information
on the prospect and the selling
opportunity helps drive more
productive sales results
After Budget
Authority
Need
Timeframe
Data
Capture &
Cleansing
Set Next
Step(s)

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Message Shaping Ideas
During registration “always” ask “What would you like to learn”?
Car Dealership Job Title What would you like to learn from this webinar?
executive manager Best practices for service lane conversion to sales
Sales Person strategies to generate more sales
Sales Consultant How to utilize our service business to gain more sales.
GM 123
Owner Reach more prospects
Sales Manager How to tap the service leads
Variable Ops Process improvement
President Sales more vehicles from service department
G.M. Service
GM How to be more effective with working the service drive
VP of Operations Take away something new
Service Director Increase car sales from the Service Department
Service Manager How to team up with sales to segue seamlessly from service to
sales when needed
COO see what its about
General Sales Manager What the title indicated.

22. COPYRIGHT 2013 WEBATTRACT
NOTE: For Internal Use Only The Audience Won’t See This.
Last Updated 4.29.13
Time PT Segment – Working Title Duration Presenter Status Notes
11:00 AM
11:02 AM
Welcome, Who is in the audience,
Housekeeping tips,
Poll#1 - Have you tried un-tapping new car sales
through your service drive? (Choose one) Yes,
No, Considering, Probably Won’t Work)
2 mins
2 mins
Mike Agron
Moderator
Mike Agron
TBD
11:04 AM
11:05 AM
11:20 AM
11:22 AM
Welcome Speaker 1
Jim Ziegler
Poll#2 - How many of your Service Customers
DID NOT buy their car from you BUT use your
Service Department? (Choose one) 10%, 35%,
50%, 70%
Welcome Speaker 2
Terry Longmore
1 mins
15 mins
2 mins
1 min
15 min
TBD 1. What You’ve Always Done Isn’t
Working Nearly As Well As it Used to
Work 2. Most Dealerships Never
Realize New Business Out of The
Service Department 3. Are Service
Department Leads Superior?
11:38 AM
11:40 AM
Poll#3 - Which of the following strategies would
help you increase new car sales from the service
drive? (Select all that apply) Rethinking current
processes & procedures, Better aligning of sales
& service to engage prospects to buy now, Using
technology to automate & update customer
data, Implementing a training & support
program
Call to Action - How to get started…
2 mins
2 mins
Mike TBD
11:42 AM
11:59 AM
Ask the Experts Panel
Wrap, Intro continue the discussion and Adjourn
& Cue Post Webinar Survey
17 mins
1 min
Mike
(moderator)
Mike
TBD
Webinar Flow & Timing – Audience Won’t See This Slide

23. Moderator: Mike Agron, Executive Webinar Producer
Jim Ziegler
President
Ziegler Super Systems
Terry Longmore
General Manager
Beasley Ford Lincoln
Apple Automotive Group of York, PA
Randy Kobat
VP of Strategic Initiatives
MPI
FEATURED PANEL
Sponsored by:
Case Study: How a Dealership Group Leveraged Service Leads
to Increase New Car Sales

24. What You’ve Always Done Isn’t Working Nearly As Well
As it Used to Work
• Floor traffic is down – the walk-in customer is rapidly becoming a thing of the past
• The Internet created a virtual marketplace with more competitors in front of the same
prospect – tougher sales to close and wider geographic market
• The turnover in most dealership sales departments makes long-term customer relationships
evaporate and disappear – nobody is working your owner base
• Sales management is focused on “Working Deals” in progress, not conquest sales

25. What You’re Doing isn’t Working as Well
• Floor traffic is down – Walk-in
customer is a thing of the past
• Internet created a virtual marketplace
with more competitors
• Nobody is working your owner base
• Sales management focused on
“Working Deals” not “Conquest Sales”

26. Profile of The Kelly Automotive Group
• Does business in PA & FL
• 5 dealerships in Leigh High Valley & FL
• Chrysler, Dodge, Jeep, Buick, GMC Mitsubishi,
Nissan, Ford
• Nissan been #1 in LH Valley for the last year,

27. Kelly Automotive Group Profile
• Does business in PA & FL
• 5 dealerships in Lehigh Valley & FL
• Chrysler, Dodge, Jeep, Buick, GMC Mitsubishi, Nissan, Ford
• Top Automotive Group in their geography

28. Business Outcome and Results
• Gathered intelligence on customer
in service drive
• Could start conversation to help
convert service customer into a sale
• Able to purchase quality used cars
from customer
• Sold 3% of the RO’s new cars

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The Moderator as the Coach
• Trust
• Passion
• Courage to be direct

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ACT III
Content Creation
1. Use the invite to architect the flow
2. Deliver on what you promised
3. Create flow to align with key bullets
4. Budget for welcome, Polls and Q/A
5. Use 35 minutes of actual “on air” time wisely

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ACT IV
Final Sound Check
Go Live!
The Final Sound Check & Go Live!

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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

33. COPYRIGHT 2013 WEBATTRACT
SOUND CHECKS
Audio is the Achilles Heel of all Webinars

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Landline
Handset
Free
Consumer
Headset
Microphone
$30 - $50
Professional
Large Diaphragm
USB Microphone
$100 up
How to Really Connect With Your Audience

35. COPYRIGHT 2013 WEBATTRACT
Optimize Audio and Video
• Speedtest.net– www.speedtest.net/
• Megapath.com – www.megapath.com

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FINAL SOUND CHECK
START 1 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
Print out a hard copy of your PPT Notes Page slides

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• Learn to work your microphone
• Tone of voice and inflections
• Monitor your breathing
• Smile and gesture
Don’t Forget the Human Factors
You’re a broadcaster, think like one!

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• Start and end on time
• Welcome your audience
• Enthuse, excite but don’t sell
• Dialogue vs. monologue
• Call to action or next steps
Go Live!
It’s all About Connection – Not Perfection

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ACT V
Post Webinar
From Show to Sale
Winning Leads with Webinars

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Housekeeping : 1-2 Days After
• Edit & Archive Final Webinar Recording
• Send Thank You Emails Ready With OD Link
• Do Final Analytics Report
• Did you Meet Your Outcomes?
• Use Life Cycle Intelligence
• Begin Segmenting Leads
• Follow up on Unanswered Live Questions
• Now Start the Sales Process

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Ensuring Predictable Outcomes
Webinar
Objectives
Audience
Value
Define
Success
Factors
Call To
Action
Analyze
Life Cycle
Intelligence

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Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
Interests
Social Media DURING WEBINAR
Online polls
Live Questions
Purchase Intention
Surveys
AFTER EVENT
Surveys
On-Demand Views
Social Media
Lead Nurturing

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COPYRIGHT 2012 WEBATTRACT
Time to Get Under the Hood…

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COPYRIGHT 2012 WEBATTRACT
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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Audience Retention – Sales & Marketing
69
144
155
145
49
124
0
20
40
60
80
100
120
140
160
180
10:56 AM PDT 11:11 AM PDT 11:26 AM PDT 11:41 AM PDT 11:56 AM PDT
Attendee Counts Throughout Webinar
80% of Peak
Attendance =
MidPoint
Q&A
Adjourn
GoLive!

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Audience Retention - Engineering
173
314
337 331 329 312
271
0
50
100
150
200
250
300
350
400
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
Attendee Counts Throughout Webinar
Peak Attendance = 378
GoLive!
MidPoint
Q&A
Adjourn
Audience Retention at Q&A = 87%
80%

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Does the Audience Profile Align
With Your Recruitment Objectives?
GoLive!
MidPoint
Q&A
Adjourn
48%
23%
22%
7%
Do you recommend, specify or influence the
purchase of A or B technology?
Yes, both
No, neither
Yes, A
Yes, B

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11%
54%
22%
10%
3%
5 - Exceeded
4 - Above
3 - Met
2 - Barely Met
1 - Did Not Meet
Post Webinar Survey
On a scale of 1 to 5 - How did today’s webinar meet your expectations?
Response Rate = 30% with 87% Positive Ratings

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Post Webinar Survey
Did the Webinar Move Intent to Purchase?
GoLive!
MidPoint
Q&A
Adjourn
47%
24%
24%
5%
Having attended today's Webinar, your plans to
purchase or acquire A or B products (26% Response):
Increased
Was just researching,
but now intend to
acquire
Was just researching
and now see no need
Decreased

50. COPYRIGHT 2013 WEBATTRACT
COPYRIGHT 2012 WEBATTRACT
Segment Leads – Purchase Intention
Bucket #1 – Sales Ready - Call
Bucket #2 – Nurturing – Call or Drip
Bucket #3 – Non Qualifying - Eliminate

51. COPYRIGHT 2013 WEBATTRACT
COPYRIGHT 2012 WEBATTRACT
Gather Insights by Attendees
Interests Plans to
purchase
this year
What
would
you like
to learn?
Scale 1-5
5 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
appls
Integration
Kallman
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?

52. COPYRIGHT 2013 WEBATTRACT
COPYRIGHT 2012 WEBATTRACT
The Content Marketing Gift That Keeps On Giving
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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Final Curtain Call

54. COPYRIGHT 2013 WEBATTRACT
ANYBODY CAN DO A MEDIOCRE WEBINAR

55. COPYRIGHT 2013 WEBATTRACT
Webinar Demand Generation Challenges
Attract
EngageConvert

56. COPYRIGHT 2013 WEBATTRACT
Supercharged Demand Generation
Webinars are Content Driven, and…
• Disrupted Markets
• Disruptive Solution
• Measureable Outcomes
Status Quo

57. COPYRIGHT 2013 WEBATTRACT
Methodology
Best Practices
Metrics
The Case for Getting WebinarReady

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It’s an Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology

59. COPYRIGHT 2013 WEBATTRACT
CommercialOutcomes
Value to Your Audience
High Value – High Impact

60. COPYRIGHT 2013 WEBATTRACT
To Continue the Conversation
WebAttract Thought Leadership Webinars and Webcasts
www.webattract.com or mike@webattract.com
Best Practice Videos - Case Studies – Blog - eBooks
Customer & Thought Leadership Webinars
September 9-11, 2013
Cleveland, Ohio
Lunch n’ Learn Series – Wed. Sept. 11
“How to Develop a Webinar Series that Works”