case studies: how webinars move customers through the sales cycle
TRANSCRIPT
Case Studies: How Webinars Move Buyers Through the Sales Cycle
Speakers
Mike Agron
Co-Founder & Executive Webinar Producer, WebAttract
Julian Rocco
Online Web Technology Specialist, Arkadin
Webinars
A Time for Story Telling
Generate Leads with Engaging Webinars
Attract Engage Convert
Attract and Convert Prospects into Advocates and Customers
Did the Webinar Move Attendees Intent to Purchase?
For Webinar and Demand Gen Professionals
How attendees move through the buying cycle journey
Strategies and Best Practices to ensure predictable outcomes
Critical metrics to track before, during and after the webinar
What We’re Talking About Today
Your Turn – Q/A Tips for Pulling it Altogether
5 Case StudiesSetting the Stage to Optimize Outcomes
1 23 4
Setting the Stage1
Build it and they will come
I’m a great presenter, I’ll just show up and wing it
All attendees are “sales ready” to buy now
The 3 Biggest Webinar Myths
1
2
3
Better OutcomesPain Points - Questions
Actively Looking for a SolutionTimely and Relevant
OR
Webinars Are Magnets for Attracting Prospects Who Are Ripe To Become Your Customers
Story Telling Beyond Sound Bites
Highlight Innovative Solutions
Promote Thought Leadership
Disruptive Markets and Industry Shifts Provide
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
Case Study: Business Improvement
Popular B2B Thought Leadership Webinar Themes
How To – Tutorial
Standards & Compliance
GREAT CONTENT!
Case Studies
Industry Analysts
Clients Partners
Publishers Editors Authors
White Papers
Where Do You Find Great Content?
The 3 Biggest Webinar Myths
Build it and they will come1 Build it and they will come1
All attendees are “sales ready” to buy now3
I’m a great presenter, I’ll just show up and wing it2
Theatrical - Think of a Radio Show With Pictures
Your Challenge
Create an engaging event to
CORRAL & SPURpeople to have a
1:1 CONVERSATION& become your CUSTOMER!
© 2015 WEBATTRACT
The 3 Biggest Webinar Myths
Build it and they will come1 Build it and they will come1I’m a great presenter, I’ll just show up and wing it2All attendees are “sales ready” to buy now3
70%
“No Thanks, I’m Just Looking”They are on a journey
Reaching B2B Buyers Today is Done Online
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
Content vs. Traditional Marketing
# How Webinars Help You Move Buyers Through the Sales Cycle
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
Measuring Webinar Effectiveness
B2B email marketing typically accounts for driving over 90% of all registrations
50,000 ContactsMatch WebinarValue Proposition
Register
¼ - ½ of 1%125 – 250+
Attendance
40% Registration
50 – 100+
Use back of the envelope projections to determinelikely registration and attendance outcomes
Going Beyond Your House List
Click Thru Ratio or CTR
Attendee Ratio or AR Online Polls
Exit Surveys Audience Retention On Demand Viewings
The 6 Key Webinar Metrics: Before, During and After
< 20% 25%+/- 35%+
Click Thru Ratio (CTR) Is The Gold Standard
What Does It Measure? What Does It Predict?
Percent of PeoplePeople who Register
Click to Registration Page
Registration - AttendanceRegistration landing pageMessage and value prop
5 Client Case Studies2
How the leading provider of automotive retail advanced software tools balanced customer
retention vs. attracting new customers
Convert Prospects Into Customers
Case Study #1
I’s time for a new way to sell more new cars, make more profit and leave your old new car thinking behind
Case Study #1
Retention of contracted dealers
Use a webinar series to educate
Create early success stores for new customer acquistion
Power of a Winning Content Marketing Webinar Series
#1Thought Leader –
Tutorial
#2Thought Leader –
Tutorial
#3Case Study
Dale PollakvAuto Founder
New Vehicle Pricing ChallengesDealer Margins> 31% decline in gross Market-Based Pricing> Consumers respond to fair market pricingMinimizing Discounts> Less need to negotiate deals with buyers
First Dale Pollak Set the Stage
Homegrown Pricing > JSRP: “Jim’s” Suggested Retail Price
> Time-consuming, spreadsheet “beast”
New Vehicle Pricing Improvements> More pricing clarity
> Increased pricing efficiency
> Improved grosses ($300/car)
> Greater customer satisfaction
Then Jim Blickle Shared His Case Study
Jim BlickleDealer Principal
Performance ToyotaSinking Spring, Pa
Metrics & Benchmarks OutcomesRegistered 895
Click Thru Ratio (CTR) 44%
Attended 459
Attendance Ratio 56%
Session Time 54 minutes
Satisfaction 93%
Business was closed as a direct result of this series
Metrics
# Key Takeaways1 Focused on educating their customers
2 Delivered on what the webinar invitation promised
3 Utilized well known thought leaders to set the vision
4 Case study with demonstrable outcomes added credibility
5 Goodwill created advocates and new sales opportunities
Metrics
Align real world issues facing business leaders to demonstrate the value of cloud-based on demand
contact center technology
Convert Prospects Into Customers
Case Study #2
Soar to New Customer Service Heights with Virtual Call Center Technology
Case Study #2
Client Led Case Study – Trade Card
Spoke to Audience Pain Points
Shared Business Outcomes> Flexible deployment
> 99.99% reliability
> Freed IT for other projects
Validated Out-of-Box CRM Integration
No Selling
Because an actual customer spoke to business value, a prospect who was on the fence called immediately after the webinar and asked her rep for a demo which resulted in signing a recurring annual service agreement
Case Study #2
Registered – 151
CTR – 42%
Attended – 69 – 46%
Registered from 11 Countries
Attendee to Buyer < 2 Weeks
Moved 4 Attendees Up the Funnel
Attract and educate a diverse group of health-based decision makers on new reimbursement options for
telehealth services to drive product sales
Thought LeadershipSales Pipeline
Case Study #3
Advancing Remote Patient Monitoring through New Coding Options
Embraced Industry Disruption
Educated a Diverse Audience of Decision Makers & Physicians
Roadmap for Successfully Coding Telehealth Services
Industry Expert Discussed How these Codes Favorably Impact Medical Loss Ratio
Health Buddy Telehealth Solution
Case Study #3
Webinar Outcomes: May 2013 – April 2015
Registered – 2732
Avg. CTR = 40%
Attended – 1498 – 55%
The Bosch Webinar Leadership Series is now a Cornerstone of their Modern Content Marketing at Robert Bosch Healthcare
Attendee Satisfaction – 91%
Increased sales pipeline
Thought leadership viability
Attract and educate environmental compliance decision makers on innovative ways to remove oil
and solids from water to drive new sales
Close New Deals
Case Study #4
Separating the Contenders from the Pretenders in the World of Oil/Water Separation
Case Study #4
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
They were selected by an attendee (unknown to them before the webinar) to provide their solution for the first US nuclear facility to be built in over 3 decades resulting in a 7 figure sale!
Webinar Outcomes
Registered – 146
CTR – 28%
Attended – 72 – 49%
Attendee Satisfaction – 95%
Post Sales & Nurturing
How an online publisher uses thought leaders to educate audiences on highly technical and timely topics that move
the purchasing needle for its sponsors
New Markets & GeosMeasuring Intent
to Purchase
Case Study #5
Case Study #5
Webinar Outcomes
9277 Registered (June 2011 – April 2015 for 16 webinars)
Avg. CTR – 48%
4350 Attended = 46% Attendance Ratio
Over 60+ countries register per webinar
1935 OD Viewings of which 414+ were fresh new leads
Average time in session = 80 mins. of a 90 minute webinar
Average satisfaction = 94%
Intent to Purchase?
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
Best Practices & Lessons Learned
Thought leaders to keep decision makers in the know
Content is a “must have” vs. “nice to have ”
Keep the conversations fluid, on track and engaging
Design with 2 Ask the Expert sessions
Debrief sponsors to mine metrics and analytics
Have a clear call to action
Build it and they will come
The 3 Biggest Webinar Myths
1I’m a great presenter, I’ll just show up and wing it2All attendees are “sales ready” to buy now3
LogisticsBusiness Drivers Human Factors Technology
An Ongoing Balancing Act
Budget at least one hour of pre production time for each live minute
Weeks 1-8
YOU ARE HERE
Step 1: Start the webinar project timeline
Don’t Forget About Your Audience!
# How Webinars Help You Move Buyers Through the Sales Cycle
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
Measuring Webinar Effectiveness
1. Identify market trends, disruptions, & challenges2. Brainstorm and create “must have” topics3. Chose content you can tell a story around4. Recruit knowledgeable & passionate speakers
5. Use metrics before, during & after to measure outcomes
6. Develop a project plan – “If you fail to plan, you plan to fail”
My Call to Action to Get Started