Case Study: How Brands Use Webinars For Demand Generation And Market Research

AIPMM Webinar Series
Case Study: How Brands use Webinars for
Demand Generation and Market Research

Mike Agron
CEO & Co-Founder - WebAttract
Our Speaker

@WebinarReady • #CMWorld
Case Studies: How Brands
Use Webinars for Demand
Gen and Market Research
Mike Agron
CEO & Executive Webinar Producer
WebAttract, LLC
@WebinarReady
© 2016 WebAttract

@TwitterHandle • #CMWorld@WebinarReady • #CMWorld
Body headline
Body text
A time for telling a story with real business outcomes
© 2016 WebAttract

Webinars are a two way conversation
You Give
Expert Knowledge
You Get
Leads and Valuable Life Cycle Intelligence
© 2016 WebAttract

AGENDAWhat we’re talking about today
① Webinars are more than lead generation tools, done right,
they can also be a “live focus group” to gain market insights
② Case studies showing how webinars were creatively used
for both demand generation and market research
③ How to get started today: Resources and best practices you
can use to capture and harvest life cycle intelligence
@WebinarReady • #CMWorld© 2016 WebAttract

AGENDA
1 Setting the Stage

Demand Generation Objectives
Raise Awareness Thought Leadership Drive Sales
© 2016 WebAttract

@TwitterHandle • #CMWorld@WebinarReady • #CMWorld@WebinarReady • #CMWorld
# Traditional Demand Generation Results
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 Reach new markets & geographies
© 2016 WebAttract

# Sales Readiness and Market Insights
1 Purchase Intent – Increased or Decreased?
2 Was just researching, but now intend to purchase
3 Was just researching, but see no need
4 What’s on our attendees minds?
5 Does the brand and positioning align with market realities?
6 Are we reaching the right industries, job functions and titles?
© 2016 WebAttract

The Demand Generation Webinar Life Cycle
Attract Engage Convert
© 2016 WebAttract

Your Challenge?
Create an engaging event to
corral & spur
People who are on
a journey to have a
1:1 conversation
& become your
customer!
© 2016 WebAttract

Must Have vs. Nice to Have – Is it Timely and Relevant?
Better Outcomes
Pain Points – Questions?
Actively Looking for a Solution
OR
© 2016 WebAttract

Gathering and Mining Life Cycle Intelligence Provides
Actionable Attendee and Market Insights
BEFORE EVENT
Gather profile data
What are their interests?
DURING WEBINAR
Online Polls
Live Questions
Exit Surveys AFTER EVENT
Sales Ready
Needs More Nurturing
Not a Fit
On-Demand Viewings
© 2016 WebAttract

Sources for Capturing Data
Registration Landing Page
Webinar Hosting Platform or
Marketing Automation Platform
Online Polls
Webinar Hosting Platform
Post Webinar Survey
Webinar Hosting Platform
© 2016 WebAttract

Summary
Details by
Attendee
Report Types and Categories
Email metrics
Registration
Attendee
Performance
Live questions asked
Final survey
On-demand viewings
© 2016 WebAttract

AGENDA
2 Four Case Studies

Case Study #1 - Measuring Intent to Purchase
How an online publisher uses thought leaders to
educate audiences on highly technical and
timely topics that move the purchasing needle
for its sponsors
© 2016 WebAttract

@WebinarReady • #CMWorld@WebinarReady • #CMWorld
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
© 2016 WebAttract

Other Market Insights
① Identify trends & strategic priorities
under the surface to drill deeper
② Triangulate anecdotal evidence
between sales and biz dev
③ If you get lucky, you can discover a
new use case not being served
Richard Fischer
Director of Business
Development
Inside GNSS
© 2016 WebAttract

Case Study #2 – UK Company Looking to Penetrate US Market
Raise brand awareness with senior level and
budget holding executives in the United States
to determine market appetite for online or in
person teambuilding courses for global teams
© 2016 WebAttract

How Merck is using virtual team
building to increase performance
How to Up Your Global Team’s Game
Tuesday, May 5, 2015
Moderator: Mike Agron
Executive Producer - WebAttract

Demand Gen Results
① Registered 548 people across 40 states and
17 countries that met their executive profile
② Took first order within a month post webinar
③ Won two significant orders for training 250
people and another for training 300 people
© 2016 WebAttract

Using Polls & Surveys to Gather Life Cycle Intel
46%
42%
16%
7%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Lack of sufficient
interaction to
build relationships
Time zone
differences
Cultural barriers Language ,Time
zone differences
Other ,Time zone
differences
Poll #1 - What are the top two challenges
that your virtual teams experience?
© 2016 WebAttract

Using Polls as a Call to Action
74%
21%
5%
Poll #2 - Based on today’s webinar, which of the following
would be of most interest to your organization?
Receive the infographic on upping your
global team's game
Receive the infographic on upping your
global team's game,Request complimentary
consultation on virtual team building
Request complimentary consultation on
virtual team building
© 2016 WebAttract

① Poll data helped them recraft their value
proposition around pain points
② High registration and attendance of executives
validated US as a market worth pursuing
③ Survey feedback on “what other topics would
be of interest?” helped with post webinar
follow up
Alan Hunt
Founder & MD
Sandstone
© 2016 WebAttract

Case Study #3 – Go Beyond Traditional Markets
A midsize provider of advanced light-cure
materials wanted go beyond their leadership
position in aerospace and tap into new markets
© 2016 WebAttract

www.dymax.com
Our Technology. Your Advantage. www.dymax.com
Audio is available via landline Or VoIP
For VoIP: You will be connected to audio using your computer’s
speakers or headset.
For Landline: Please select Audio “Use Telephone” after joining the
Webinar.
US/Canada attendees dial: +1 (415) 930-5229
Access Code: 772-861-857
Moderator: Lori Dearman, Sr. Webinar Producer
Thursday, December 10, 2015
10 am – noon Pacific 11 am – 1 pm Mountain
Noon – 1 pm Central 1 pm – 2 pm Eastern
6 pm GMT
Need Technical Assistance?
Submit a question via your “Questions” pane,
or contact GoToWebinar at:
1-800-263-6317 Select options 2,1,1
Light Curable Materials
Educational Webinar Series

Profile Data Helped Refocus Marketing on Electronics

Exit Survey Showed High Attendee Value
14%
50%
36%
Survey #1 - On a scale of 1 to 5 with 5 being the highest, how did
today’s webinar meet your expectations? (34% Response Rate)
5 – Exceeded
4 – Above
3 – Met
© 2016 WebAttract

① 35% of Electronics registrations refocused
interest to further explore Electronic industries
② What do you want to learn feedback aligned
with webinar value proposition
③ Attended a trade show and discussions
validated Electronics/Electrical as markets ripe
for their offerings
④ Webinar #2 delivered on 10.19.16
Tony Ieraci
Sr. Manager – Global Marcom
Dymax Corporation
© 2016 WebAttract

Case Study #4 – Use a Webinar Series to Upsell Customer Base
Provide a sneak preview for their automobile
dealership customers to learn and see how this
game-changing approach handles the most
complex challenges in wholesale buying
© 2016 WebAttract

Audio is available via landline or VoIP
For VoIP: You will be connected to audio using your computer’s speakers or headset.
For Landline: Please select Use Audio Mode
Use Telephone after joining the Webinar.
US/Canada attendees
dial +1 (213) 929-4232 Access Code: 145-285-011 Need Technical Assistance?
Submit a question via your “Questions” pane, or contact GoToWebinar at:
1-800-263-6317 Select options 2,1,1
Welcome!
March 3, 2016
vAuto’s Stockwave Sneak Preview
Moderator: Lori Dearman, Executive Webinar Producer, WebAttract
1:00 pm Pacific 2:00 pm Mountain
3:00 pm Central 4:00 pm Eastern

Exit Satisfaction Survey Exceeded Expectations
60%
26%
10%
2% 2%
Survey #1 - How did today's webinar meet your expectations?
5 - Exceeded
4 - Above
3 - Met
2 - Barely Met
1 - Did Not Meet
© 2016 WebAttract

Using Online Polls to Gauge Sales Readiness in Real-Time
Poll #3: Based on today’s webinar, which of the following
would be of most interest to you? (80% Response Rate) % of Total Requests
Schedule a 1:1 demo 32%
Contact me to get started 15%
Receive the brochure 28%
Still considering 25%
Total 100%
© 2016 WebAttract

Survey #2: Having attended today's webinar, your plans to
purchase or acquire this solution? (22% Response Rate) % 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%
Using Post Webinar Survey to Measure Intent to Purchase
© 2016 WebAttract

Post Webinar Results Kick Started Sales
Month #1 - $3,000,000 Monthly Recurring Revenue
Month #2 - $3,000,000 Monthly Recurring Revenue
© 2016 WebAttract

Live Poll Feedback Challenged Original Value Prop
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
© 2016 WebAttract

Biggest Insight: Changed Brand and Positioning
① Recrafted Stockwave messaging and value prop from
time to finding the right car at the right price
Old - Helps you save time in vehicle acquisition
New – Helps you find the right car at the right price
② Launched summer fall webinar series to continue to
educate the market on this new messaging
③ New poll data from August 2016 webinar validated
changing brand and positioning resonates with audience
Randy Kobat
SVP Inventory Software
Cox Automotive - vAuto
© 2016 WebAttract

AGENDA
3 How to Get Started

Registration Landing Page Data Elements
① Don’t make it overly salesy,
e.g. “When do you plan to
make a purchase?”
② Ask just enough questions
to understand your
audience
③ Less is better and keep it
noninvasive
© 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
© 2016 WebAttract

How to acquire vehicles with
lower fees from auction. Buying
vehicles online with accurate
descriptions.
Owner
East Coast Dealership

Best practices on building a
virtual team.
Multiple Respondents

What is a maskant? How robust
is it? How to rework? How
much? Examples used in
aerospace products.
Engineer
Large Aerospace Company

Poll # Guidelines Results Shared
with Audience?
1 Ice Breaker Poll
EXAMPLE: What are your top two challenges?
YES
2 Breaks up the presentation and refocuses the audience
EXAMPLE: Of the ideas presented, which have you tried?
YES
3 Measure interest at the end of the webinar
EXAMPLE: Based on today’s webinar, which of the
following would be of most interest to your organization?
(Choose All That Apply)
NO
Using Online Polling
© 2016 WebAttract

Poll #1
What are the top two challenges that your virtual teams experience?
(Please select two options)
A. Time zone differences
B. Cultural barriers
C. Language
D. Lack of sufficient interaction to build relationships
E. Other
© 2016 WebAttract

Poll #2
Which of the following best practices will you use to manage your
next webinar? (Please choose one)
A. Developing a deadline driven work plan
B. Audience recruitment, targeting the right demographic
C. Driving registration, executing an invitation strategy
D. Message shaping, coaching, dress rehearsals, sound check
E. Using metrics and analytics across the webinar life cycle
© 2016 WebAttract

Poll #3
Based on today’s webinar, which of the following would be of most
interest to your dealership? (Choose All that Apply)
A. Contact me to get started right away
B. Schedule a one-on-one demo with my dealership
C. Receive the Stockwave brochure
D. Still considering
© 2016 WebAttract

The Post Webinar Exit Survey
① On a scale of 1-5, with 5 being the highest, how did today’s webinar meet
your expectations?
② What did you like the most?
③ What could we have done better?
④ What other topics are you interested in learning about?
⑤ Having attended today’s webinar, your plans to purchase or acquire
wholesale sourcing tools:
- Increased
- Was just researching, but now plan to acquire
- Was just researching and see no need
- Decreased
© 2016 WebAttract

AGENDAIn Conclusion…
① Webinars are more than lead generation tools, done right,
they can also be a “live focus group” to gain market insights
② Case studies showing how webinars are creatively used for
both demand generation and market research
③ How to get started: Resources and best practices you can
use today to capture and harvest life cycle intelligence

To Continue the Conversation…
See Our Work – Best Practice Videos – Case Studies – Complimentary eBooks
www.webattract.com or mike@webattract.com
WebAttract Thought Leadership
Webinars and Webcasts Group
@WebinarReady
Search ‘WebAttract’
Online Training and Certification:
“How to Produce Demand Generation Webinars”
WebinarReady™
Master Webinar Producer
Connect with us
Use Promo Code VIPAIPMM by 11/28/16 for 10% Discount
www.webattract.com/webinarready-training-course/
© 2016 WebAttract

Q & A Session
Ask questions. Our team is standing by to
help.
The webinar slides will be posted to our
website and our
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The webinar recording will be posted at
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Case Study: How Brands Use Webinars For Demand Generation And Market Research

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Case Study: How Brands Use Webinars For Demand Generation And Market Research