More Related Content Similar to Winning Webinar Strategies for Product Managers Similar to Winning Webinar Strategies for Product Managers (20) 1. © 2013-2014 280 Group LLC.
Best Practices:
Winning Webinar Strategies for Product Managers
Thursday, May 29, 2014
Brian Lawley
CEO and Founder
280 Group
Mike Agron
CEO and Co-Founder
WebAttract
2. © 2013-2014 280 Group LLC.
Who’s in the audience?
2
41% High Tech
36% Mfg. – Telco – Health – Fin Services - Energy
8% Consulting
5% Education – Public Sector
10% Everyone Else
A diverse audience of over 400 professionals registered from 10
countries and 200 cities representing the following sectors:
3. © 2013-2014 280 Group LLC.
Your Host and Speaker
Brian Lawley
CEO and Founder
280 Group
Brian Lawley
CEO and Founder
280 Group
4. © 2013-2014 280 Group LLC.
Welcome and Our Mission
4
We transform organizations and
individuals to perform highly
effective Product Management
based on our innovative and easily
adopted Optimal Product Process™
framework.
5. © 2013-2014 280 Group LLC.
Your Firms Webinar Experience
5
30%
26%
21%
13%
10%
Webinar Use Case
Mostly sales/product demos
Customer - partner training
We do demand gen webinars
We're investigating webinars
We don't do webinars
6. © 2013-2014 280 Group LLC.
Webinars: Great Tool for Product
Managers
Give you leverage
One to many
Increase productivity
Deliver once, use many times
Free up time to be strategic
Eliminate travel
7. © 2013-2014 280 Group LLC.
Getting Sales People Up To Speed
Product presentations
Role playing
FAQs
Record and archive for later use
Brian Lawley
CEO and Founder
280 Group
8. © 2013-2014 280 Group LLC.
Remote Training
Customers
Sales engineers
Channel partners
Support
9. © 2013-2014 280 Group LLC.
Thought Leadership and Demand
Generation
Showcase expertise
Build credibility
Engage prospects
Relationship
10. © 2014 WEBATTRACT
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady
Best Practices: Winning Webinar Strategies
for Product Managers
Based on Actual Case Studies
Complimentary
Citrix - WebAttract
A Step-by-Step Guide to
Hosting Successful Webinars
11. © 2014 WEBATTRACT
For Product Managers Responsible for
Demand Generation
1. Emerging and Global Brands
2. Drive fresh new sales leads, brand
awareness and thought leadership
3. Anyone involved in planning webinars
looking for better outcomes
12. © 2014 WEBATTRACT
Winning Webinar Strategies for Product Managers
Setting the Stage to Optimize Outcomes
5 Case Studies – Best Practices - Metrics
Tips for Pulling it Altogether
Ask the Experts – Your Turn
14. © 2014 WEBATTRACT
Which of These Outcomes
Are You Trying to Achieve?
Raise Awareness Promote Thought Leadership Drive Sales
15. © 2014 WEBATTRACT
Your Challenge?
Create an
engaging event to
corral & spur
people to have a
1:1 conversation
& become your
customer!
16. © 2014 WEBATTRACT
Generate Leads by Delivering Engaging Webinars that Attract
and Convert Prospects into Advocates and Customers
Attract Engage Convert
19. © 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
20. 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
21. © 2014 WEBATTRACT
Successful Demand Generation Webinars
are Content Driven and Well Planned
• Disruptive Markets
• Innovative Solutions
• Thought Leaders
• Story Beyond Sound Bites
• Measureable Outcomes
22. © 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
23. © 2014 WEBATTRACT
Case Study:
Business Improvement
How To - Tutorial
Standards & Compliance
Popular B2B Thought Leadership Webinar Themes
30. © 2014 WEBATTRACT
Measuring Webinar Effectiveness
# How Webinars Impact the Bottom Line
1 Net new deals
2 Converts prospects into customers
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
31. © 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
Did the Webinar Move Intent to Purchase?
MidPoint
Q&A
32. © 2014 WEBATTRACT
Gather Life Cycle Intelligence and Metrics
BEFORE EVENT
Industry
Job Function
Interests DURING WEBINAR
Online Polls
Live Questions
Retention AFTER EVENT
Surveys
On-Demand Views
Conversion
34. © 2014 WEBATTRACT
“I didn’t have time to write a short letter,
so I wrote a long one instead”
Mark Twain
35. © 2014 WEBATTRACT
Raise Awareness:
Benefits of thin wall plastics drives demand
for an underutilized testing facility
36. © 2014 WEBATTRACT
Testing of Thin-Walled Plastic Materials, and
the Thermoplastics Testing Center
• Why Thin Walled Plastics
• UL as a partner not a barrier
• Get to Market Faster
• Client Case Study – Poly One
• Very Credible Speakers
• Demonstrable Outcomes
• Clear Call to Action
37. COPYRIGHT 2014 WEBATTRACT
Webinar Outcomes
• Registered - 513
• Attended – 263 – 51%
• Reached 25 Countries
• Average Duration – 54 minutes
• Satisfaction – 83%
• Actionable Intelligence
57% Signed Up On the Spot for Webinar #2 – Now We Go Inside the TTC
39. COPYRIGHT 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
40. © 2014 WEBATTRACT
Webinar Outcomes
• Registered - 2127
• Attended – 859 – 40%
• Average Duration – 54 Minutes
• Satisfaction – 92%
• 171 Requested 1:1 Meetings
Post webinar voice prospecting follow up calls yielded sales conversations to
discuss Dex One’s Social Media Reputation Management program
41. © 2014 WEBATTRACT
Promote Thought Leadership:
Educate engineers on timely topics that
support the use of analytical and search tools
42. © 2014 WEBATTRACT
Designing and Verifying
Safety Instrumented Systems
• Three Well Known Authors
• Best Practices for Compliance
• Empowering Design Engineers
• Provided a Roadmap
• Ask the Experts Panel
• Added Credibility Sponsored by
International Safety Association
43. © 2014 WEBATTRACT
Webinar Outcomes
• Registered - 686
• Attended – 353 – 51%
• Reached 47 Countries
• Satisfaction – 98%
• 40 Post Webinar Follow Up Sales
Meetings Scheduled Immediately
781 On Demand Viewings - 617 Were Fresh New Sales Leads
431 of the Viewings Happened Within 6 Weeks Post Webinar
44. © 2014 WEBATTRACT
Promote Thought Leadership:
Educate health-based decision makers on new
reimbursement options for telehealth services
45. © 2014 WEBATTRACT
• Roadmap for Successfully
Coding Telehealth Services
• How these Codes Favorably
Impact Medical Loss Ratio
• Reached a Diverse Audience of
Decision Makers & Network
Physicians
• Industry Expert and Internal
Speaker
Advancing Remote Patient Monitoring
through New Coding Options
46. © 2014 WEBATTRACT
Webinar Outcomes
• Registered - 630
• Attended – 402 – 64%
• Satisfaction – 89%
The Bosch Webinar Leadership Series is Now a Cornerstone of
Their Modern Content Marketing at Robert Bosch Healthcare
Health Buddy Telehealth Solution
47. © 2014 WEBATTRACT
Raise Awareness:
Educate environmental compliance decision
makers on innovative ways to remove oil and
solids from water
48. © 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
49. © 2014 WEBATTRACT
Webinar Outcomes
• Registered - 146
• Attended – 72 – 49%
• 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!
50. © 2014 WEBATTRACT
# 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
Today’s Key Takeaways
52. © 2014 WEBATTRACT
Effective Webinars Will Inspire Confidence Leading
Prospects to Become Your Advocates and CustomersCommercialOutcomes
Value to Your Audience
53. © 2014 WEBATTRACT
Your Turn – Ask the Experts
Brian Lawley
CEO and Founder
280 Group
Mike Agron
CEO and Co-Founder
WebAttract
