Weitere ähnliche Inhalte Mehr von WebAttract, LLC (11) Kürzlich hochgeladen (20) Part 1 - Winning Minds and Markets with Thought Leadership Webinars1. Part 1: Winning Minds and Markets with
Thought Leadership Webinars
Mike Agron, CEO, WebAttract
Toll-free: 1 877 568 4108
Access Code: 202-283-206
Audio PIN: Shown after joining the Webinar
3. Winning Minds and Markets With
Thought Leadership Webinar
2 Part Series
Based on Actual Case Study Examples
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady
Citrix - WebAttract
A Step-by-Step Guide to
Hosting Successful Webinars
© 2014 WEBATTRACT
4. For Professionals Responsible for Demand Gen
Emerging and Global Brands
1. Marketing, business development,
sales, publishers and entrepreneurs
2. Drive fresh new sales leads, brand
awareness and thought leadership
3. Anyone involved in planning webinars
looking for better outcomes
© 2014 WEBATTRACT
5. Part 1- Behind the Scenes - Today
Benefits of a Series Over a “1-off”
B2B & SMB Case Studies Outcomes
Best Practices & Lessons Learned
© 2014 WEBATTRACT
6. Part 2 - Getting Under the Hood - Next Wednesday
6 Key Metrics for Predictable Outcomes
Tips for Planning a Series
Pulling it All Together for the WIN
© 2014 WEBATTRACT
7. Poll #1
Our use of demand generation webinars is:
(Please select all that apply)
We do “1-off” webinars
We do thought leadership webinar series
We’re considering doing a thought leadership series
We haven’t done either a “1-off” or a series yet
© 2014 WEBATTRACT
8. 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
© 2014 WEBATTRACT
9. Popular B2B Thought Leadership Webinar Themes
Case Study:
Business Improvement
How To - Tutorial
Standards & Compliance
© 2014 WEBATTRACT
13. Webinars Are Magnets for Attracting Prospects
Who Are Ripe To Become Your Customers
OR
Better Outcomes
Pain Points - Questions
Actively Looking for a Solution
© 2014 WEBATTRACT
14. Successful Demand Generation Webinars
are Content Driven and Well Planned
•
•
•
•
Disrupted Markets
Disruptive Solution
Passionate Speakers
Measureable Outcomes
© 2014 WEBATTRACT
17. Think of a Radio Show With Pictures
© 2014 WEBATTRACT
19. Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
Interests
Social Media
DURING WEBINAR
Online polls
Live Questions
Social Media
Surveys
AFTER EVENT
Surveys
On-Demand Views
Social Media
Lead Nurturing
© 2014 WEBATTRACT
20. Measuring Webinar Effectiveness
#
How Webinars Impact the Bottom Line
1
Net new closed deals
2
Converts a prospect into a customer
3
Enables up-sell & cross-sell to existing base
4
Increases sales pipeline
5
Puts you on the map as a viable player
6
Reaches new markets & geographies
© 2014 WEBATTRACT
21. Did the Webinar Move Intent to Purchase?
Having attended today's Webinar, your plans to purchase or acquire
products or services (26% Response):
47%
Increased
Q&A
24%
Mid Point
5%
Was just researching, but now
intend to acquire
Was just researching and now
see no need
Decreased
24%
© 2014 WEBATTRACT
23. How an established brand was able to reinvent
itself & find new leads in a changing market
© 2014 WEBATTRACT
25. Objectives
Add webinars to marketing mix
Educate to foster relationships
Position as trusted marketing partner
© 2014 WEBATTRACT
28. Lessons Learned
#
Key Takeaways
1
Offered highly relevant info to deal with SMB disruptions
2
Not afraid to give away content and lots of it
3
Delivered on what they promised
4
Always had a clear call to action internally and externally
5
Did lead nurturing post webinar
© 2014 WEBATTRACT
29. How a well-known technology company
used thought leadership to
establish a new category
© 2014 WEBATTRACT
34. Lessons Learned
#
Key Takeaways
1
Used well known 3rd party experts to promote thought leadership
2
Balanced diverse audience interests of caregivers vs. commercial
3
Used demonstrable outcomes from client case studies
4
Invested in post webinar lead nurturing using content marketing
© 2014 WEBATTRACT
35. How a web based analytics firm augments
their demand generation goals
© 2014 WEBATTRACT
37. Objectives
Show thought leadership to 5 key markets
Achieve 350+ qualified registrants
Post webinar - Refer audience to online
reference tools & solutions
© 2014 WEBATTRACT
38. Series Highlights
Delivered 16 Webinars between June 2010 and Sep 2013
Compliance & Standards: 6
Tutorial/Case Study: 3
Professional Development: 7
© 2014 WEBATTRACT
40. Lessons Learned
#
Key Takeaways
1
Used thought leaders to educate and inform executives
2
Did not overly promote their own offerings
3
Focused content on “must have” vs. “nice to have”
4
Leveraged industry disruptions to attract and engage
5
Rotated themes from tutorials, compliance and professional
© 2014 WEBATTRACT
41. Today’s Key Takeaways
#
Strategy
1
If you fail to plan, you plan to fail
2
Embrace disruption and change
3
Breathe life and tell a great story around static content
4
Use passionate 3rd party experts aka thought leaders
5
Give to get vs. get to give
6
Have a call to action before, during and after
© 2014 WEBATTRACT
42. Winning Minds and Markets with Thought
Leadership Webinars
Multiple
Impressions
Create
Advocates
Become a Trusted
Advisor
Nurture Prospects
to Become
Customers
Content Marketing
at its Best
© 2014 WEBATTRACT
43. Part 2 - Getting Under the Hood - Next Wednesday
6 Key Metrics for Predictable Outcomes
Tips for Planning a Series
Pulling it Altogether for the Win
© 2014 WEBATTRACT
44. Poll #2
To learn more and continue the conversation:
(Please select all that apply)
Send me my complimentary download of
WebinarReady™
I’d like to arrange a complimentary follow on
meeting with WebAttract
Please send me info on the OMI Master Webinar
Producer Crash Courses & Certification
© 2014 WEBATTRACT
45. 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
Coming Soon….
Master Webinar Producer Crash Courses and Certification
See You Next Week Part 2: Getting Under the Hood
Wednesday Feb. 12, 2014
© 2014 WEBATTRACT