Don't Do Just One Webinar - Create a Winning Thought Leadership Series

@WebinarReady - @cmicontent - #cmworld
“Don’t Do Just One Webinar –
Create a Winning Thought
Leadership Series”
Mike Agron
Webinar Demand Generation Expert
WebAttract, LLC

Welcome and Introductions

An expert is someone with
knowledge on a key topic
A thought leader is a recognized
expert (go-to person) in their space
Mitchell Levy
Thought Leader Evangelist & Author
#Creating Thought Leaders

Thought Leadership Series Educates Prospects
Multiple
Impressions
Nurture Prospects
& Customers
Capitalize on Your
Content
Become a Trusted
Advisor
Attract New
Prospects

Measuring Webinar Effectiveness
# Impact on the Bottom Line
1 Net new deals closed
2 Converting a prospect to a customer
3 Up sell & cross sell to existing base
4 Increase sales pipeline
5 Puts you on the map as a viable player
6 Reach new markets & geographies

A Time for Story Telling

Think of a Radio Show With Pictures

It’s a Mini Theatrical Event
ACT I
Setting the Stage
ACT IV
Sound - Go Live!
ACT III
Content - Practice
ACT II
Recruit Audience
ACT V
Post Webinar

Methodology
Best Practices
Metrics
Critical Success Factors

An Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology

Effective Webinars are Content Marketing at it’s Best
Commercial
Outcomes
Value to Your Audience

• Case Studies of emerging & global brands
• Outcomes & Metrics
• Best Practices & Lessons Learned
What We’re Going to Cover

What You’ll Learn
• Increase webinar effectiveness for both prospects
and customers
• Most popular B2B themes for developing a series
• Ideas to get started and additional resources
• Webinars are the content marketing gift that keeps
on giving

Webinar Demand Generation Challenges
Attract Engage Convert

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

Successful Demand Generation Webinars
are Content Driven and Well Planned
• Disrupted Markets
• Disruptive Solution
• Passionate Speakers
• Measureable Outcomes
Status Quo

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
Case Study: How a Dealership Group Leveraged Service Leads
to Increase New Car Sales

Case Study:
Business Improvement
How To - Tutorial
Standards & Compliance
Popular Webinar Themes

How a web based analytics firm augments
their demand generation goals

Challenges
Rise above noise to create visibility
Create trust in niche markets
Feed the demand gen funnel

Objectives
Show thought leadership to 5 key markets
Achieve 350+ qualified registrants
Post webinar - intro audience to online
reference tools & solutions

Series Highlights
Delivered 15 Webinars between June 2010 and Sep 2013
Compliance & Standards = 5 Tutorial/Case Study = 3 Professional Development = 7

Outcomes
• 6500 Registered (June 2010 – June 2013 for 15 webinars)
• 2650 Attended = 41% Attendance Ratio
• On Demand = 2206 of which 1473 or 66% New Leads
• Average time in session = 54 minutes
• Average satisfaction = 91%

Best Practices & Lessons Learned
• Used well known 3rd party experts to educate and
inform engineering executives
• Did not overtly promote their own solutions
• Created “must have” vs. “nice to have topics” that
aligned with market trends
• Provided and rotated a balance of themes from
tutorials, compliance, and professional development

How an established brand was able to reinvent
itself & find new leads in a changing market

Challenges
Market disruption
Staying relevant with digital
Customer acquisition

Objectives
Add webinars to marketing mix
Educate to foster relationships
Position as trusted marketing partner

Series Highlights
Delivered 15 Tutorial Webinars between April 2010 and April 2012

Outcomes
• Over 17,500 Registered
• Over 8,500 Attended = 49% Attendance Ratio
• Registration grew over time from 334 per webinar to
5000 per webinar
• Used online polling to create up-sell opportunities
with 20% of attendees

• Offered highly relevant & helpful info to local
businesses owners dealing with market disruptions
• Not afraid to give away free content
• Delivered what they promised and then some
• Always had a clear call to action internally & externally
• Did lead nurturing post webinar

How a well-known technology company
used thought leadership to
establish a new category

Challenges
Target multiple decision makers in a
small but robust market
Low awareness of category & brand
Tight economy impacting budgets

Objectives
Explain technology beyond sound bites
Elegantly introduce brand without selling
Test efficiency of a webinar

Series Highlights
Industry Trends – Case Study
Thought Leader – Case Study
Thought Leader – Tutorial

Outcomes
• Over 600 Registered
• Over 325 Attended = 54% Attendance Ratio
• Registration grew over time from 151 to 270
• Created sales conversations with 15% of attendees
• Segmented 80% of leads for nurturing

• Used well known 3rd party experts to tell the story
around their disruptive solution
• Balanced audience interests between needs of
professional caregivers and business goals
• Used demonstrable outcomes from client case studies
• Invested post webinar in a lead nurturing campaign

How a print & online niche publisher builds
audience loyalty while monetizing content

Series Highlights
Delivered 8 Tutorial Webinars between June 2011 and Sep 2013

Outcomes
• 5200 Registered (June 2011 – May 2013 for 8 webinars)
• 2500 Attended = 48% Attendance Ratio
• Over 60 countries registered
• 1350 OD Viewings of which 300 were fresh new leads
• Average time in session = 80 mins. of a 90 minute webinar

How Did the Webinar Move
Attendees Intent to Purchase?
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

• Informed engineering decision makers with a blend of
experts from academia and industry
• Content was “must have” vs. “nice to have ”
• Used knowledgeable moderators to keep the
conversations fluid and engaging
• Included 2 Ask the Expert sessions
• Debriefed sponsors to mine sales intelligence captured
• Had a clear call to action

Thought Leadership Series Benefits
Multiple
Impressions
Nurture Prospects
& Customers
Capitalize on Your
Content
Become a Trusted
Advisor
Attract New
Prospects

How to Get Started
1. Identify market trends, disruptions, challenges,
opportunities and then create your audience profile
2. Brainstorm “must have” topics your audience finds of value
3. Create content to tell the story with measureable outcomes
4. Recruit passionate and knowledgeable speakers:
industry analysts, authors, editors, clients, partners, etc.
5. Establish desired outcomes, call to action & metrics to
measure success
6. Develop a project plan to produce and host your series

To Continue the Conversation
An End2End Solution for Webinar Demand Creation
On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)
Website & Learning Center, Best Practice
Videos www.webattract.com
mike@webattract.com
916-804-4703

Outcomes & Metrics
Metric Benchmark
Registration 250 – 1000+
Attendance 100 – 400+
Audience Retention 80% of Peak Audience is still on at
start of Q/A
Audience Satisfaction 85%+ Met, Above, Exceeded
On Demand Viewings
“The Content Marketing Gift That Keeps
On Giving”
10% - 40% Registration

Don't Do Just One Webinar - Create a Winning Thought Leadership Series

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (9)

Similar to Don't Do Just One Webinar - Create a Winning Thought Leadership Series

Similar to Don't Do Just One Webinar - Create a Winning Thought Leadership Series (20)

Recently uploaded

Recently uploaded (20)

Don't Do Just One Webinar - Create a Winning Thought Leadership Series