Webinars are a top B2B marketing tactic, but rather than simply doing a one-off webinar, you should consider a multi-webinar strategy for ongoing success. In this 2-part series, I examine emerging and global brands that have developed a winning thought leadership webinar series and then go behind the scenes for a look at the metrics and methods that made them work. In Part 1, I focus on the "why" of this topic and reveal the benefits of a series over a "1-off" webinar, provide 3 actual case studies of B2B and SMB outcomes, and share best pracites and lessons learned. In Part 2, I drill down into the "how" by discussing how 2 well known technology companies, (Intel and GE) created Care Innovations, and how they leveraged thought leadership to establish a new category and capture sales leads. I also cover off on 6 key metrics for delivering predictable outcomes, and close off with some planning tips to pull it all together.

1. 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

2. © 2014 WEBATTRACT

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

10. Key Webinar Demand Generation Challenges:
Attract
Engage
Convert
© 2014 WEBATTRACT

11. The 3 Biggest Webinar Myths
© 2014 WEBATTRACT

12. Reaching B2B Buyers Today is Done Online
“No Thanks, I’m Just Looking”
© 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

15. The 3 Biggest Webinar Myths
© 2014 WEBATTRACT

16. A Time for Story Telling
© 2014 WEBATTRACT

17. Think of a Radio Show With Pictures
© 2014 WEBATTRACT

18. The 3 Biggest Webinar Myths
© 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

22. Commercial Outcomes
Effective Webinars are Content Marketing at it’s Best
Value to Your Audience
© 2014 WEBATTRACT

23. How an established brand was able to reinvent
itself & find new leads in a changing market
© 2014 WEBATTRACT

24. Challenges
Market disruption
Staying relevant with digital
Customer acquisition
© 2014 WEBATTRACT

25. Objectives
Add webinars to marketing mix
Educate to foster relationships
Position as trusted marketing partner
© 2014 WEBATTRACT

26. Series Highlights
Delivered 15 Tutorial Webinars between April 2010 and April 2012
© 2014 WEBATTRACT

27. Metrics & Benchmarks
Outcomes
Registered
17,500
Attended
8500
Attendance Ratio
49%
Avg. Session Time
54 minutes
Avg. Satisfaction
93%
Used online polling to create upsell opportunities
Over 20% uptake with attendees
© 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

30. Challenges
Target multiple decision makers
Low awareness of category & brand
Tight economy impacting budgets
© 2014 WEBATTRACT

31. Objectives
Explain technology beyond sound bites
Introduce brand without selling
Test efficiency of a webinar
© 2014 WEBATTRACT

32. Series Highlights
Industry Trends – Case Study
Thought Leader – Case Study
Thought Leader – Tutorial
© 2014 WEBATTRACT

33. Metrics & Benchmarks
Outcomes
Registered
600
Attended
325
Attendance Ratio
54%
Avg. Session Time
53 minutes
Avg. Satisfaction
95%
Segmented Leads for Nurturing
Over 80 % - 20% Went to Account
Managers – 60% Nurturing
© 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

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

39. Metrics & Benchmarks
Outcomes
Registered
6695
Attended
2721
Attendance Ratio
41%
Avg. Session Time
54 minutes
Avg. Satisfaction
91%
On Demand Viewings
2308 or 24% Registered
Fresh New Sales Leads from
On Demand Viewings
1558 or 67% of Registered
© 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

46. Thank You!