Thanks everyone who attended this session. Feel free to like it and share it with others. Interested in actionable business intelligence? Sign up or learn more here: http://bit.ly/boldpminsights. Topic: “5 Prescriptions for Attracting, Engaging and Converting Your Audience” LinkedIn Pulse: http://bit.ly/bldpmiwa0602 Slideshare: http://bit.ly/bldpmi0602 Video: http://bit.ly/video0602 Introduction Today, more than ever, webinar attendees are on a journey to become better educated to make more informed decisions about your offerings. A well-executed webinar can help business executives and managers go beyond sound bites to tell a great story with demonstrable business outcomes for both your prospects and existing customers. Using actual examples, we will discuss how webinars are a great tool for businesses to provide leverage to educating their prospects and move them through their buying journey to ultimately become their customers and future advocates. Become an Master Webinar Producer Our friends at WebAttract are offering a 10% discount on their WebinarReady training courses to BoldPM Insights followers. 100% money back guarantee if you don’t get the results you want. The limited time special discount code to use is VIPBoldPM. Learn More: http://bit.ly/1o9vW4K. Become a Speaker Contact Hector Del Castillo if you are an author, or experienced speaker and have engaging topics for executives, managers and business leaders. Hector Del Castillo, CPM, CPMM Contact: hmdelcastillo@gmail.com Connect: linkd.in/hdelcastillo Follow: @hmdelcastillo

1. © 2016 WebAttract
5 Prescriptions for
Attracting, Engaging & Converting Your
Webinar Audience
Audio is available via landline OrVoIP
ForVoIP:You will be connected to audio using your computer’s speakers or headset.
For Landline:Please select Use Audio Mode UseTelephone after joining theWebinar.
US/Canada attendees dial +1 (631) 992-3221
Access Code 792-480-674
NeedTechnicalAssistance?
Submit a question via your “Questions” pane,
or contact GoToWebinar at: 1-800-263-6317 Select options 1,1,1,0
Thursday June 2, 2016
10am–11amPacific 11am –12pm Mountain
12am–1 pmCentral 1pm–2pmEastern

2. © 2016 WebAttract
Featured Speakers
Hector Del Castillo
Product Innovation
Consultant, BoldPM
Mike Agron
CEO and Co-Founder
WebAttract

3. Special Thanks

4. Use: #businessintelligence
Follow: @WebinarReady @hmdelcastillo
Tweet

5. Participate and Win!!!
All participants get a free
electronic copy of “The
Essential Kit for Marketers"
from the Content Marketing
Institute. Must be present to
win.

6. Special Bonus
All webinar
participants get a
free electronic copy
of WebinarReady™Citrix - WebAttract
A Step-by-Step Guide to
Hosting Successful Webinars

7. Online Training and Certification:
“How to Produce Demand Generation Webinars””
WebinarReady™
Master Webinar
Producer
Use Promo Code VIPBoldPM by 7/1/16 for 10% Discount
www.webattract.com/webinarready-training-course/

8. © 2016 WebAttract.
Housekeeping Tips
How to ask a question:
Polls
Recording/Slides
Handouts
Post-webinar survey
5 Prescriptions for Attracting Engaging and
Converting Your Audience

9. © 2016 WebAttract.
Who’s in the audience?
40% Software + High Tech - Other
10% Consulting
10% Advertising/Marketing/PR
10% Education
10% Government
10% Retail
10% Everyone Else
A diverse audience of product and marketing professionals
representing the following sectors:

10. © 2016 WEBATTRACT
5 Prescriptions for
Attracting, Engaging and Converting Your Webinar Audience
Mike Agron
Co-Founder
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady

11. © 2016 WEBATTRACT
A time for telling a story with real business outcomes

12. © 2016 WEBATTRACT
Theatrical - Think of a radio show with pictures

13. © 2016 280 Group LLC.
Poll #1
Which scenarios best describe how you use webinars at your
company? (Please check all that apply)
- Mostly sales and product demos
- Customer and partner training
- Demand generation webinars (New Sales Leads)
- We’re investigating using webinars
- We don’t do webinars

14. © 2016 WEBATTRACT
Which of these outcomes are you trying to achieve?
Raise Brand Awareness Promote Thought Leadership Drive Sales
Goals of Demand Generation Webinars

15. © 2016 WEBATTRACT
Generate Leads by Delivering Engaging Webinars that Attract
and Convert Prospects into Advocates and Customers
Attract Engage Convert

16. © 2016 WEBATTRACT
Did the Webinar Move Intent to Purchase?
MidPoint
Q&A

17. © 2016 WEBATTRACT
Content Marketing vs. Sales Pitch
Case Study Product Centric
Best Practices – Lessons Learned Features - Benefits
Business Value, Metrics, ROI Pricing
Educate to Make Attendees More Intelligent
Your Attendees are on a Journey
Remember, the time to start selling is after the webinar

18. © 2016 WEBATTRACT
Effectiveness Ratings for B2B Tactics

19. © 2015 WebAttract
Key webinar
drivers to
build leads
and sales
Attracting the
right audience
Tell a story
with
outcomes
How to get
started
Tips to keep
audience
engaged
Audience
Conversion
What You Said You Wanted to Learn

20. © 2016 WEBATTRACT
1. Choose a relevant topic
2. Use Industry disruptions to your advantage
3. Develop an audience profile that aligns with your value prop
4. Increase engagement with external speakers
5. Utilize life cycle intelligence to determine sales readiness
Webinar Producers & Demand Gen Professionals
Mike Agron
What we’re talking about today

21. © 2016 WEBATTRACT
Can you relate?
Setting the Stage

22. © 2016 WEBATTRACT
An Ongoing Balancing Act
LogisticsBusiness Drivers Human Factors Technology

23. © 2016 WEBATTRACT
Most Popular Days and Times
for Hosting a B2B Webinar
Start Times
10 AM or 11 AM West Coast
1 PM or 2 PM East Coast

24. © 2016 WEBATTRACT
Managing the Webinar Lifecycle: Before, During and After
A Proven Roadmap, Best Practices & Metrics
Methodology
Best Practices
Metrics
Roadmap for Navigating The Webinar Lifecycle

25. © 2016 WEBATTRACT
Attract
Engage
Convert
WHAT
Demystifying The Webinar Lifecycle

26. © 2016 WEBATTRACT
Attract
Engage
Convert
Before
During
After
WHAT WHEN
Demystifying The Webinar Lifecycle

27. © 2016 WEBATTRACT
Attract
Engage
Convert
Before
During
After
WHAT WHEN HOW
Demystifying The Webinar Lifecycle

28. © 2016 WEBATTRACT
Determine When to Go Live!
Budget at least one hour of pre production time for each live minute
Weeks 1-8
YOU ARE HERE

29. © 2016 WEBATTRACT
Prescription #1:
Choose a Relevant Topic
Webinar Producers & Demand Gen Professionals
Mike Agron

30. © 2016 WEBATTRACT
Better Outcomes
Pain Points - Questions
Actively Looking for a Solution
OR
Webinars Are Magnets For Attracting Prospects
Who Are Ripe to Become Your Customers

31. © 2016 WEBATTRACT
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”

32. © 2016 WEBATTRACT
Popular B2B Webinar Themes
That Attract, Engage and Convert
Case Study Tutorial
Standards
&
Compliance

33. © 2016 WEBATTRACT
Brand High Performing B2B Webinar Topics Theme
Separating the Contenders from the Pretenders in the
World of Oil Water Separation
Case
Study
Standards
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

34. © 2016 WEBATTRACT
No Shortage of Great B2B Content Sources
GREAT
CONTENT!
Case
Studies
Industry
Analysts
Clients
Partners
Publishers
Editors
Authors
White
Papers

35. © 2016 WEBATTRACT
Prescription #2:
Use Industry Disruptions
to Your Advantage
Webinar Producers & Demand Gen Professionals
Mike Agron

36. © 2016 WEBATTRACT
Disruptive Markets and Industry Shifts Provide
Story Telling Beyond Sound Bites
Highlight Innovative Solutions
Promote Thought Leadership

37. © 2016 WEBATTRACT
Case Study
Compliance,
Efficiency and
Risk Mitigation
Educate environmental compliance decision makers on
innovative ways to mitigate disruptions from
injuries, fines or citations

38. © 2016 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

39. © 2016 WEBATTRACT
Webinar Outcomes
• Registered - 146
• 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 high 6 figure sale!

40. © 2016 WEBATTRACT
Prescription #3:
Develop an Audience Profile
That Aligns With Your Value Prop
Webinar Producers & Demand Gen Professionals
Mike Agron

41. © 2016 WEBATTRACT
Create an audience profile based on
your topic and value proposition
Prioritize based on which of these industries will benefit most by this topic
and also align to match your desired business outcomes around brand,
thought leadership and sales leads.

42. © 2016 WEBATTRACT
Refine audience profile by identifying
these 5 key demographics
1. Industries
2. Job Titles/Functions
3. Job Levels
4. Revenue Levels
5. Geographies
These criteria will both determine the addressable size of the market, and
determine what the availability of contacts are to source.

43. © 2016 WEBATTRACT
Refine audience profile by identifying
these 5 key demographics
1. Industries
2. Job Titles/Functions
3. Job Levels
4. Revenue Levels
5. Geographies
These criteria will both determine the addressable size of the market, and
determine what the availability of contacts are to source.

44. www.dymax.com
Our Technology. Your Advantage. www.dymax.com
Moderator: Hector Dearman, Sr. Webinar Producer
Thursday, December 10, 2015
Light Curable Materials
Educational Webinar Series

45. © 2016 WEBATTRACT
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

46. © 2016 WEBATTRACT
Prescription #4:
Increase Engagement With
External Speakers -Thought Leaders
Webinar Producers & Demand Gen Professionals
Mike Agron

47. © 2016 WEBATTRACT
Who Is A Thought Leader?
Others RECOGNIZE you as an
EXPERT in your space
and SEEK out your help
You are a KEY “GO-TO” person
-Mitchell Levy
Thought Leader Architect
Think Aha

48. 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)

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

50. © 2016 WEBATTRACT
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

51. © 2016 WEBATTRACT
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

52. 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

53. 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

54. © 2016 WEBATTRACT
Prescription #5:
Utilize Life Cycle
Intelligence to Determine
Sales Readiness
Webinar Producers & Demand Gen Professionals
Mike Agron

55. © 2016 WEBATTRACT
Tracking metrics before, during and after provides
actionable insights for producing predictable outcomes for
converting your audience

56. © 2016 WEBATTRACT
Now the Real Work Begins:
Sales Ready – Nurture – Not a Fit

57. © 2016 WEBATTRACT

58. © 2016 WEBATTRACT
The Six Key Email Webinar Invitation Metrics
Sent Opened
Bounced Clicked
Delivered
Opted Out
SPAM

59. © 2016 WEBATTRACT
The Six Key Webinar Metrics
BEFORE WEBINAR
1. Click Thru Ratio (CTR)
DURING WEBINAR
2. Attendee Ratio (AR)
3. Online Polls
4. Audience Retention
AFTER WEBINAR
5. Exit Surveys
6. On Demand Viewings

60. COPYRIGHT 2016 WEBATTRACT
Snapshot of Attendee Insights
Your
Interests
Plans to
purchase this
year?
What
would
you 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

61. COPYRIGHT 2016 WEBATTRACT
Other Attendee Insights

62. COPYRIGHT 2016 WEBATTRACT
Other Attendee Insights – Learn Their Priorities
39%
22%
19%
18%
1% 1%
Poll #1
Which of the following issues would you list as the
most difficult when sourcing auction vehicles?
Paying the right money
Finding the cars
Knowing the right cars to buy
The time it takes
Knowing the right cars to buy - Paying the right money
Finding the cars - Knowing the right cars to buy

63. © 2016 WEBATTRACT
Did the Webinar Move Intent to Purchase?
MidPoint
Poll #3 - Based on today’s webinar, which of the following
would be of most interest to you? % of Total Requests
Schedule a 1:1 demo 32%
Contact me to get started 15%
Receive the brochure 28%
Still considering 25%
Total 100%
Survey #2 - Having attended today's webinar, your plans to
purchase or acquire this solution? % of Total Requests
Increased 72%
Was just researching, but now intend to acquire 17%
Was just researching, but now see no need 6%
Decreased 5%
Total 100%

64. © 2016 WEBATTRACT
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

65. © 2016 WEBATTRACT
My Call to Action for Delivering Engaging Webinars that
Attract and Convert Prospects into Advocates and Customers
Attract Engage Convert

66. © 2016 WEBATTRACT
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

67. © 2016 WEBATTRACT
Recruit knowledgeable & passionate 3rd party
speakers
Use metrics before, during & after to measure,
benchmark and predict outcomes
Develop a project plan – “If you fail to plan, you
plan to fail”
More Ideas to Get Started

68. © 2016 WEBATTRACT
Poll 2
Which of these 5 prescriptions will most improve
your webinar health? (Please select all that apply)
₋ Choosing a relevant topic
₋ Using industry disruptions to your advantage
₋ Developing an audience profile to align with your value prop
₋ Increasing engagement with external speakers
₋ Utilizing life cycle intelligence to determine sales readiness

69. © 2016 WEBATTRACT
To Continue the Conversation…
Best Practice Videos – Case Studies – Blog – Complimentary eBooks
www.webattract.com
LinkedIn WebAttract
Thought Leadership Webinars and Webcasts
@WebinarReady
Search ‘WebAttract’
Email me: mike@webattract.com

70. © 2016 WEBATTRACT
Online Training and Certification:
“How to Produce Demand Generation Webinars””
WebinarReady™
Master Webinar
Producer
Use Promo Code VIPBoldPM by 7/1/16 for 10% Discount
www.webattract.com/webinarready-training-course/

71. Upcoming Webcasts
BoldPM Insights: Actionable business intelligence for
executives, managers and leaders
• Monetizing IoT: Show Me The Money
Thu, June 16, 1:00 - 2:00 p.m. EDT
• Intrapreneurship: How Large Companies Can Move at the Speed of a
Startup
Thu, Jun 30, 1:00 - 2:00 p.m. EDT
• 9 Things Exceptional Product Leaders Do Differently
Thu, Jul 14, 1:00 - 2:00 p.m. EDT
Can’t attend? Sign up anyway to receive access to video on demand. Learn more here:
http://bit.ly/boldpminsights

72. © 2016 WEBATTRACT
Your Turn – Ask the Experts
Hector Lawley
CEO and Founder
280 Group
Mike Agron
CEO and Co-Founder
WebAttract
Hector Del Castillo
Product Innovation
Consultant, BoldPM