best practices winning webinar strategies for product managers

© 2013-2014 280 Group LLC.

Best Practices: Winning Webinar Strategies for Product Managers

Thursday, May 29, 2014

Brian LawleyCEO and Founder

280 Group

Mike AgronCEO and Co-Founder

WebAttract

© 2013-2014 280 Group LLC.

Who’s in the audience?

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:

© 2013-2014 280 Group LLC.

Poll #1What best describes your company’s offerings? (Please check all that apply)

- B2B Product- B2B Service- B2C Product- B2C Service- Other


280 Group

© 2013-2014 280 Group LLC.

Your Host and Special Guest Speaker


280 Group


280 Group

© 2013-2014 280 Group LLC.

Welcome and Our Mission

5

We transform organizations and individuals to perform highly effective Product Management based on our innovative and easily adopted Optimal Product Process™ framework.

© 2013-2014 280 Group LLC.

Your Company’s Webinar Experience

30%

26%

21%

13%

10%

Webinar Use Case

Mostly sales/product demosCustomer - partner trainingWe do demand gen webinarsWe're investigating webinarsWe don't do webinars

© 2013-2014 280 Group LLC.

Webinars: Great Tool for Product Managers

Give you leverageOne to manyIncrease productivityDeliver once, use many timesFree up time to be strategicEliminate travel

© 2013-2014 280 Group LLC.

Getting Sales People Up To SpeedProduct presentationsRole playingFAQsRecord and archive for later use


280 Group

© 2013-2014 280 Group LLC.

Remote TrainingCustomersSales engineersChannel partnersSupport

© 2013-2014 280 Group LLC.

Thought Leadership and Demand Generation

Showcase expertiseBuild credibilityEngage prospectsRelationship

© 2014 WEBATTRACT

Mike AgronCo-Founder

Executive Webinar ProducerWebAttract, LLC

[email protected] @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

http://www.webattract.com/

© 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

© 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

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Setting the Stage

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Which of These Outcomes Are You Trying to Achieve?

Raise Awareness Promote Thought Leadership Drive Sales

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Your Challenge?

Create an engaging event to corral & spur people to have a 1:1 conversation

& become your

customer!

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Generate Leads by Delivering Engaging Webinars that Attract and Convert Prospects into Advocates and Customers

Attract Engage Convert

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The 3 Biggest Webinar Myths

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70%Reaching B2B Buyers Today is Done Online

“No Thanks, I’m Just Looking”

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Webinars Are Magnets for Attracting Prospects Who Are Ripe To Become Your Customers

Better OutcomesPain Points - Questions Actively Looking for a Solution

OR

COPYRIGHT 2014 WEBATTRACT

Content vs. Traditional Marketing

Informational vs. Sales PitchCase Study Product Centric

Best Practices – Lessons Learned Features - BenefitsBusiness Value, Metrics, ROI Pricing

Educates and makes buyers more intelligent with the objective of driving profitable customer action

© 2014 WEBATTRACT

Successful Demand Generation Webinars are Content Driven and Well Planned

• Disruptive Markets• Innovative Solutions• Thought Leaders• Story Beyond Sound Bites• Measureable Outcomes

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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

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Case Study:Business Improvement

How To - Tutorial

Standards & Compliance

Popular B2B Thought Leadership Webinar Themes

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GREAT CONTENT!

Case Studies

Industry Analysts

Clients Partners

Publishers Editors Authors

White Papers

Where Do You Find Great Content?

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A Time for Story Telling

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Think of a Radio Show With Pictures

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Don’t Forget About Your Audience!

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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

© 2014 WEBATTRACT

47%

24%

24%

5%

Having attended today's Webinar, your plans to purchase or acquire products or services (26% Response):

IncreasedWas just researching, but now intend to acquireWas just researching and now see no needDecreased

Did the Webinar Move Intent to Purchase?

Mid

Poi

nt

Q &

A

© 2014 WEBATTRACT

Gather Life Cycle Intelligence and Metrics

BEFORE EVENT

IndustryJob Function

Interests DURING WEBINAR

Online Polls Live Questions

Retention AFTER EVENT

SurveysOn-Demand Views

Conversion

© 2014 WEBATTRACT

5 Case Studies

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“I didn’t have time to write a short letter, so I wrote a long one instead”

Mark Twain

© 2014 WEBATTRACT

Raise Awareness: Benefits of thin wall plastics drives demand

for an underutilized testing facility

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Testing of Thin-Walled Plastic Materials, andthe 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


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

© 2014 WEBATTRACT

Drive Sales: Established brand reinvents itself to find

new leads in changing SMB market


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 MoltzConsultant – Author - Entrepreneur

© 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

© 2014 WEBATTRACT

Promote Thought Leadership: Educate engineers on timely topics that

support the use of analytical and search tools

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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

© 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

© 2014 WEBATTRACT

Promote Thought Leadership: Educate health-based decision makers on new reimbursement options for telehealth services

© 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

© 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

© 2014 WEBATTRACT

Raise Awareness: Educate environmental compliance decision

makers on innovative ways to remove oil and solids from water

© 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

© 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!

© 2014 WEBATTRACT

# Strategy1 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


Methodology

Best PracticesMetrics

Getting WebinarReady

© 2014 WEBATTRACT

Effective Webinars Will Inspire Confidence Leading Prospects to Become Your Advocates and Customers

Com

mer

cial

Out

com

es

Value to Your Audience

© 2014 WEBATTRACT

Poll 2

• Based on what you learned today about using webinars for demand gen, which best describes you? (Select One)– Actively researching

– Ready to add them to our marketing mix

– Already doing demand gen webinars

– Still not convinced demand gen webinars are for us

© 2014 WEBATTRACT

To Continue the Conversation

WebAttract Thought Leadership Webinars and Webcasts

www.webattract.com or [email protected] Best Practice Videos - Case Studies – Blog - eBooks

Customer & Thought Leadership Webinars

Coming Soon….Master Webinar Producer Crash Courses and Certification

6 Key Metrics That Impact Webinar Performance & more

http://www.webattract.com/

mailto:[email protected]

© 2014 WEBATTRACT

To Continue the Conversation

280 Group LinkedIn Product Management Group

www.280group.com or [email protected] Product Management

Coming Soon….Optimizing Product Management at Your Company

http://www.280group.com/

mailto:[email protected]