A well-executed marketing webinar can help attendees grow into healthy customers and advocates. Based on a recent webinar with the Content Marketing Institute and Adobe Connect, here's the 5 prescriptions covered: 1. Pick a winning topic that connects 2 Using KPIs and metrics to validate if you're on track or, if you're not 3. Motivate fence sitters to register 4. Make your speakers shine with table reads & dress rehearsals 5. Use lifecycle intelligence for post webinar follow up

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5 Prescriptions for
Attracting and Engaging Your Audience
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady

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A time for telling a story with real business outcomes

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Theatrical - Think of a radio show with pictures

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Generate Leads by Delivering Engaging Webinars that Attract
and Convert Prospects into Advocates and Customers
Attract Engage Convert

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1. Pick a winning topic that connects
2. Using KPIs to validate if you’re on track or, if you’re not
3. Motivate fence sitters to register
4. Make your speakers shine with table reads & dress rehearsals
5. Use lifecycle intelligence for post webinar follow up
Webinar Producers & Demand Gen Professionals
Mike Agron
What we’re talking about today

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Recommended Complimentary Content
Content Marketing Institute
Adobe Connect
Research Studies The Art of Producing
Webinars That Work
WebAttract

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Poll #1
How many webinar invitations do you receive a week?
(Please select one)
▪ None
▪ I receive 1-3 email invites a week
▪ I receive 4-5 or more email invites a week
▪ I’ve lost count

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Can you relate?
Setting the Stage

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An Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology

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ACT I
Setting the Stage
Planning
ACT IV
Final Sound Check
Go Live!
ACT III
Content Shaping
Table Reads
ACT II
Attract Audience
Track Metrics
ACT V
Post Webinar
Convert
It’s a Five Act Play

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Managing The Webinar Life Cycle
Weeks 1-8

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The Production Script and Framework
Deadline Driven
Methodology
Best Practices
Webinar Lifecycle
Metrics
Analytics

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Prescription #1:
Pick a Winning Topic that Connects
Webinar Producers & Demand Gen Professionals
Mike Agron

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Better Outcomes
Pain Points - Questions
Actively Looking for a Solution
OR
Your Attendees are on a Journey
Time to Sell is After the Webinar

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People buy when they are in pain
(and have money to solve it)
Hint: Is your topic & content a “must have” or a “nice to have”

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Disruptive Markets and Industry Shifts Provide
Story Telling Beyond Sound Bites
Highlight Innovative Solutions
Promote Thought Leadership
Confusion + Change = Opportunity

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Popular B2B Webinar Themes
That Attract and Engage
Case Study Tutorial
Standards
&
Compliance

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Brand High Performing B2B Webinar Topics Theme
Win and Keep Customers With Facebook:
Tips for Local Business
Tutorial
Designing and Verifying Safety Instrumented Systems Standards
How Active Rehab Protocols Reduce Post – Operative
Recovery Time
Tutorial
Standards
Culture Shock: Shake-Up Your Company, Your Store, Your
People and Sales Increases Will Follow
Tutorial
Smarter Streets: Case Studies for Cities and Utilities – Learn
How the City of Baltimore and Washington Gas Reduced
Costs
Case
Study
Case Study: How Merck is Using Virtual Team Building to
Increase Performance
Case
Study

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No Shortage of Great B2B Content Sources
GREAT
CONTENT!
Case Studies
Industry
Analysts
Clients
Partners
Publishers
Editors
Authors
White
Papers
Educates and makes buyers more intelligent with the
objective of driving profitable customer action

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Prescription #2:
Using KPIs to validate
if you’re on track, or if you’re not
Webinar Producers & Demand Gen Professionals
Mike Agron

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Tracking metrics before, during and after provides
actionable insights for producing predictable outcomes

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Target Benchmarks
Going beyond your house list
Execute 3 weeks before go live with a measured rhythm of 4-5 spaced Drips
Register
¼ - ½ of 1%
125 – 250+
Use back of the envelope projections to determine
likely registration and attendance outcomes

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The Six Key Email Webinar Invitation Metrics
Sent Opened
Bounced Clicked
Delivered
Opted Out
SPAM
©2012, WebAttract LLC

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The Six Key Performance Webinar Metrics
Click Thru
Ratio or CTR
Attendee
Ratio or AR
Online Polls Exit Surveys
Audience
Retention
On Demand
Viewings
©2012, WebAttract LLC

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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 % +

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When a Campaign Isn’t Performing
How to Save it From Flat Lining

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Initial Email Campaign Metrics Looked Promising...
Touchpoint Delivered Opens Opens % Unsubscribe Unsubscribe %
TP#1 79,595 8,790 11.04% 626 0.79%
TP#2 93,579 5,283 5.65% 368 0.39%
173,174 14,073 8.13% 994 0.57%

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After 2 Weeks We Only Had 32 People
Register for a CTR of 2%

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1
Reviewed all messaging
2
Landing page sounded like an overt sales pitch
3
Regrouped and started all over
4
Recruited editor of Composites World
5
Relaunched with new messaging & subject lines
Diagnosis

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Webinar Registration Outcomes
• Registered 638 (Same List)
• Reached 69 Countries
• Improved CTR 11x’s to 22%
• Attended: 124 – 35%
• Attendee Satisfaction – 96%

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Prescription #3:
Motivate Fence Sitters to Register
Webinar Producers & Demand Gen Professionals
Mike Agron

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This email was sent to mike@webattract.com by Mike Agron of WebAttract Informational Webinars.
How 2 Emerging and 2 Global Brands Transformed their Webinars to Drive New Business
Hello Mike,
We are reaching out to let you know there is still time to register for this timely webinar on Thursday, so
please be sure to reserve your space today.
Are you delivering webinars that engage with prospects and meet or exceed your lead generation
objectives? If you’re looking for a new take to attract prospective buyers, you’ll want to attend this
complimentary webinar , and learn how two emerging and two global companies used webinars to reach
new customers.
Who Should Attend? Marketing and sales professionals responsible for demand generation, raising brand
awareness and thought leadership, and anyone looking for innovative ways to improve commercial
outcomes and delight audiences.
Register Today: https://www.webattract.newwebinar.com
Hosted by: WebAttract Informational Webinars
Subject: [Webinar] Mike, we notice you didn't complete your registration to learn how 2 emerging and 2 global
brands transformed their webinars to drive new business

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• High open rate 30% - 50%
• Counter intuitive, opt-outs
decrease across campaign
• Add net new registrations
• Risk is higher for unsubscribe rate
to increase between 1%- 2%
• If your overall unsubscribe rate is
lower than 1%, then GO FOR IT!
Typical Results for Open Only Touchpoints

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Prescription #4:
Make your speakers shine with
table reads & dress rehearsals
Webinar Producers & Demand Gen Professionals
Mike Agron

37. ARE YOU PREPARED?
SECURING YOUR
PHARMA SUPPLY CHAIN
Transforming the LSH Business
Paradigm through Serialization
Global LSH Supply Chain Webinar
by Patrick O’Connor and Lisa Harrington
October 2, 2014 – 12pm EST (U.S. time)

38. Patrick O’Connor
Partner
Kent and O’Connor, Incorporated
THE EXPERTS
Lisa Harrington
President, Lharrington Group LLC
Strategic Consultant

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An Important Registration Landing Page Question:
“What Do You Want to Learn?”
The invitation is the promise of what will be delivered - it's your
contract with the audience
Uncover fresh ideas that are timely and relevant for engaging with
your audience

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What would you like to learn from this webinar? Job Title
trends Senior Director
update VP Internal Audit
Overview Hospital Claims Rep
current trends Exec Direc Clin Ops
Additional information Operations Manager
General Information Chief Administrative Officer
Best Practices Principal
GSD
Updated requirements Sr. Manager LSP Ops
FDA In general exporting into USA,FDA Requirements Customs
hear about industry best practices Director, Warehousing and Distribution
Future of Industry Strategic Sourcing
Trends/Strategies Sourcing Manager
How U.S. trends impact regulations and product integrity issues Principal Consultant
Serialization Director
Supply Chain Specialist
Quality Specialist
purchasing analyst
How to implement serialization within an organization to address current and
prepare for future requirements IT Manager
trends in the supply chain Research
How US regs influence other market regulations Director
new info Accounting
Learn more about the drug supply chain security act Director of Operations

41. Drug Supply Chain Security Act: What is it?
• Signed into law November 27, 2013 (Public Law No: 113-54)
• Establishes national system for tracing pharmaceutical products
• Immediately preempts all state laws,
regulations and requirements for tracing
products through the supply chain
• Applies to prescription drugs in
finished dosage form for human use
• Sets national licensing standards
for wholesale distributors and
third-party logistics providers

42. How US Trends Impact Regulations and
Product Integrity Issues in Other Countries
A GLOBAL PROBLEM:
COUNTERFEITING, ADULTERATION, TAMPERING, DIVERSION
• Counterfeit prescription drugs: exploding industry, with an estimated market
worth $75 billion a year worldwide
o Example: June 2012, Angola
o Counterfeit drug incidents around
the world have caused an estimated
700,000 deaths

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Prescription #5:
Use life cycle intelligence
for post webinar follow up
Webinar Producers & Demand Gen Professionals
Mike Agron

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Now the Real Work Begins
Sales Ready – Nurture – Not a Fit

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Executive Summary KPIs & Analytics

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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
Did the Webinar Move Intent to Purchase?
MidPoint

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Snapshot of Attendee Insights
Your
Interests
Plans to
purchase this
year?
What
would
you like to
learn?
Rate
1-5
What
could be
improved ?
What did
you like ?
Other webinar
topics?
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
apps
Integration
Kalmar
Filter
inertial
sensor
errors
When
discussing
multi-
Sensor
fusion...
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
inertial
sensor
errors
Is the INS
always a
core sensor?
Helps optimize outcomes as well as
enable warm sales or nurturing follow up

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How Webinars Impact Your Demand Gen Goals
Net new deals
Converts prospects into customers
Enables up-sell & cross-sell to existing base
Increases sales pipeline
Puts you on the map as a viable player
Reaches new markets & geographies

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My Call to Action for Delivering Engaging Webinars that
Attract and Convert Prospects into Advocates and Customers
Attract Engage Convert

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Identify market trends, disruptions,
challenges – educate on the opportunities
Create “must have” topics that explain
how to overcome pain points
Chose content with demonstrable
outcomes you can tell a story around
Ideas to Get Started

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Recruit knowledgeable & passionate 3rd
party speakers
Use KPIs before, during & after to
measure and predict outcomes
Develop a project plan – “If you fail to
plan, you plan to fail”
More Ideas to Get Started

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To Continue the Conversation…
Best Practice Videos – Case Studies – Blog – Complimentary eBooks
www.webattract.com or mike@webattract.com
LinkedIn WebAttract Thought Leadership Webinars and Webcasts
@WebinarReady
Search ‘WebAttract’

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Coming Soon! Online Training and Certification:
“How to Produce Demand
Generation Webinars”
WebinarReady™
Master Webinar
Producer

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Your Turn…
Questions and Answers
Mike Agron
WebAttract
Joe Pulizzi
CMI