Weitere ähnliche Inhalte Ähnlich wie Webinars Customers through the Sales Cycle Ähnlich wie Webinars Customers through the Sales Cycle (20) 1. © 2014 WEBATTRACT
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady
How Webinars Move Customers Through the Sales Cycle
Based on Actual Case Studies
2. © 2014 WEBATTRACT
For Webinar and Demand Gen Professionals
1. How attendees move through the
buying cycle
2. Strategies and Best Practices to
ensure predictable outcomes
3. Critical KPI’s to track before, during
and after the webinar
3. © 2014 WEBATTRACT
Did the Webinar Move Attendees Intent to Purchase?
# Measuring How Webinars Influence the Sales Cycle
1 Close new deals
2 Convert prospects into customers
3 Enable up-sell & cross-sell to existing base
4 Increase sales pipeline
5 Thought leadership puts you on the map as a viable player
6 Reach new markets & geographies
4. © 2014 WEBATTRACT
Recommended Complimentary Content
WebAttract
WebinarReady™
A Step-by-Step Guide to
Hosting Successful Webinars
Content Marketing Institute
Adobe Connect
Research Report
5. © 2014 WEBATTRACT
How Webinars Move Customers
Through the Sales Cycle
Setting the Stage to Optimize Outcomes
5 Case Studies – Best Practices - Metrics
Tips for Pulling it Altogether
Your Turn – Q/A
7. © 2014 WEBATTRACT
Which of These Outcomes
Are You Trying to Achieve?
Raise Awareness Promote Thought Leadership Drive Sales
8. © 2014 WEBATTRACT
Your Challenge?
Create an
engaging event to
corral & spur
people to have a
1:1 conversation
& become your
customer!
9. © 2014 WEBATTRACT
Generate Leads by Delivering Engaging Webinars that Attract
and Convert Prospects into Advocates and Customers
Attract Engage Convert
11. COPYRIGHT 2014 WEBATTRACT
Content vs. Traditional Marketing
Informational vs. Sales Pitch
Case Study Product Centric
Best Practices – Lessons Learned Features - Benefits
Business Value, Metrics, ROI Pricing
Educates and makes buyers more intelligent with
the objective of driving profitable customer action
12. © 2014 WEBATTRACT
Webinars Are Magnets for Attracting Prospects
Who Are Ripe To Become Your Customers
Better Outcomes
Pain Points - Questions
Actively Looking for a Solution
OR
15. © 2014 WEBATTRACT
Who Is A Thought Leader?
(Mitchell Levy’s Definition)
Others RECOGNIZE you as an EXPERT in your space
and seek out your help
You are a KEY “GO-TO” person
16. © 2014 WEBATTRACT
Case Study:
Business Improvement
How To - Tutorial
Standards & Compliance
Popular B2B Thought Leadership Webinar Themes
19. © 2014 WEBATTRACT
The 6 Key Webinar KPI’s:
Before, During and After
Click Thru
Ratio or CTR
Attendee
Ratio or AR
Online Polls Exit Surveys
Audience
Retention
On Demand
Viewings
©2012, WebAttract LLC
20. COPYRIGHT 2014 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 % +
22. © 2014 WEBATTRACT
Case Study #1
Attract and educate a diverse group of health-based
decision makers on new reimbursement options for
telehealth services to drive product sales
23. © 2014 WEBATTRACT
• Embraced Industry Disruption
• Educated a Diverse Audience of
Decision Makers & Physicians
• Roadmap for Successfully
Coding Telehealth Services
• Industry Expert Discussed How
these Codes Favorably Impact
Medical Loss Ratio
Advancing Remote Patient Monitoring
through New Coding Options
Health Buddy Telehealth Solution
24. © 2014 WEBATTRACT
Webinar Outcomes
• Registered – 630
• CTR = 53%
• Attended – 402 – 64%
• Attendee Satisfaction – 89%
• Increased sales pipeline
• Thought leadership viability
The Bosch Webinar Leadership Series is Now a Cornerstone of
Their Modern Content Marketing at Robert Bosch Healthcare
25. © 2014 WEBATTRACT
Case Study #2
Established SMB brand reinvents itself to engage
existing base and attract new customers
26. © 2014 WEBATTRACT
Sales Unstuck:
How to Get Your Sales Growing, Fast
• SMB Thought Leader
• Tutorial on Selling Strategies
• Breaking the Double Helix Trap
• Free Tips - Sample Email Letter
• Managing Social Media
• Clear Call to Action
The Double Helix Trap
Barry Moltz
Consultant – Author - Entrepreneur
27. © 2014 WEBATTRACT
Webinar Outcomes
• Registered – 2127
• CTR – 42%
• Attended – 859 – 40%
• Average Duration – 54 Minutes
• Attendee Satisfaction – 92%
• 171 Requested 1:1 Meetings
Post webinar voice prospecting follow up calls yielded sales conversations to
discuss and up sell Dex One’s Social Media Reputation Management program
28. © 2014 WEBATTRACT
Case Study #3
Align real world issues facing business leaders to
demonstrate the value of cloud-based on –demand
contact center technology
29. © 2014 WEBATTRACT
Soar to New Customer Service Heights
with Virtual Call Center Technology
• Client Led Case Study – Trade Card
• Spoke to Audience Pain Points
• Shared Business Outcomes
• Flexible deployment
• 99.99% reliability
• Freed IT for other projects
• Validated Out-of-Box CRM Integration
No Selling
30. © 2014 WEBATTRACT
Webinar Outcomes
• Registered – 151
• CTR – 42%
• Attended – 69 – 46%
• Registered from 11 Countries
• Attendee to Buyer < 2 Weeks
• Moved 4 Attendees Up the Funnel
Because an actual customer spoke to business value, a prospect who was on
the fence called immediately after the webinar and asked her rep for a
demo which resulted in signing a recurring annual service agreement
31. © 2014 WEBATTRACT
Attract and educate environmental compliance
decision makers on innovative ways to remove
oil and solids from water to drive new sales
Case Study #4
32. © 2014 WEBATTRACT
• Beyond Status Quo – Trends & Opportunities
• Industry Expert & Internal Speaker
• Expert Case Study – TCO “Oil/Water Separation”
• Compliant Best Practices to Avoid Fines & Citations
• Delivered on Invitation Promises
Separating the Contenders from the Pretenders in the
World of Oil/Water Separation
33. © 2014 WEBATTRACT
Webinar Outcomes
• Registered – 146
• CTR – 28%
• Attended – 72 – 49%
• Attendee Satisfaction – 95%
• Post Sales & Nurturing
They were selected by an attendee (unknown to them) to
provide their solution for the first US nuclear facility to
be built in over 3 decades resulting in a 7 figure sale!
34. © 2014 WEBATTRACT
How an online publisher uses thought leaders to
educate audiences on highly technical and timely topics
that move the purchasing needle for its sponsors
Case Study #5
36. © 2014 WEBATTRACT
Webinar Outcomes
• 8340 Registered (June 2011 – June 2014 for 15 webinars)
• Avg. CTR – 48%
• 3849 Attended = 46% Attendance Ratio
• Over 60 countries register per webinar
• 1902 OD Viewings of which 401 were fresh new leads
• Average time in session = 80 mins. of a 90 minute webinar
• Average satisfaction = 94%
37. © 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
now intend to acquire
Was just researching and
now see no need
Decreased
Intent to Purchase?
38. © 2014 WEBATTRACT
Best Practices & Lessons Learned
• Thought leaders to keep decision makers in the know
• Content is a “must have” vs. “nice to have ”
• Keep the conversations fluid, on track and engaging
• Design with 2 Ask the Expert sessions
• Debrief sponsors to mine KPI’s
• Have a clear call to action
40. © 2014 WEBATTRACT
How Webinars Move Customers Through the Sales Cycle
# Measuring Webinar Effectiveness
1 Close new deals
2 Converts prospects into customers
3 Enables up-sell & cross-sell to existing base
4 Increases sales pipeline
5 Thought leadership puts you on the map as a viable player
6 Reaches new markets & geographies
41. © 2014 WEBATTRACT
My Call to Action to Get Started
1. Identify market trends, disruptions, & challenges
2. Brainstorm and create “must have” topics
3. Chose content you can tell a story around
4. Recruit knowledgeable & passionate speakers
5. Use KPI’s before, during & after to measure outcomes
6. Develop a project plan – “If you fail to plan, you plan to fail”
43. © 2014 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
Fall 2014
Master Webinar Producer Crash Courses and Certification
6 Key Metrics That Impact Webinar Performance & more
