winning webinar strategies for product managers

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© 2013-2014 280 Group LLC. Best Practices: Winning Webinar Strategies for Product Managers Thursday, May 29, 2014 Brian Lawley CEO and Founder 280 Group Mike Agron CEO and Co-Founder WebAttract

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Page 1: 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

Page 2: Winning Webinar Strategies for Product Managers

© 2013-2014 280 Group LLC.

Who’s in the audience?

2

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:

Page 3: Winning Webinar Strategies for Product Managers

© 2013-2014 280 Group LLC.

Your Host and Speaker

Brian LawleyCEO and Founder

280 Group

Brian LawleyCEO and Founder

280 Group

Page 4: Winning Webinar Strategies for Product Managers

© 2013-2014 280 Group LLC.

Welcome and Our Mission

4

We transform organizations and

individuals to perform highly

effective Product Management

based on our innovative and easily

adopted Optimal Product Process™

framework.

Page 5: Winning Webinar Strategies for Product Managers

© 2013-2014 280 Group LLC.

Your Firms Webinar Experience

5

30%

26%

21%

13%

10%

Webinar Use Case

Mostly sales/product demos

Customer - partner training

We do demand gen webinars

We're investigating webinars

We don't do webinars

Page 6: Winning Webinar Strategies for Product Managers

© 2013-2014 280 Group LLC.

Webinars: Great Tool for Product

Managers

Give you leverage

One to many

Increase productivity

Deliver once, use many times

Free up time to be strategic

Eliminate travel

Page 7: Winning Webinar Strategies for Product Managers

© 2013-2014 280 Group LLC.

Getting Sales People Up To Speed

Product presentations

Role playing

FAQs

Record and archive for later use

Brian LawleyCEO and Founder

280 Group

Page 8: Winning Webinar Strategies for Product Managers

© 2013-2014 280 Group LLC.

Remote Training

Customers

Sales engineers

Channel partners

Support

Page 9: Winning Webinar Strategies for Product Managers

© 2013-2014 280 Group LLC.

Thought Leadership and Demand

Generation

Showcase expertise

Build credibility

Engage prospects

Relationship

Page 10: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Mike Agron

Co-Founder

Executive Webinar Producer

WebAttract, 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

Page 11: Winning Webinar Strategies for Product Managers

© 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

Page 12: Winning Webinar Strategies for Product Managers

© 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

Page 13: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Setting the Stage

Page 14: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Which of These Outcomes Are You Trying to Achieve?

Raise Awareness Promote Thought Leadership Drive Sales

Page 15: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Your Challenge?

Create an

engaging event to

corral & spur

people to have a

1:1 conversation

& become your

customer!

Page 16: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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

Attract Engage Convert

Page 17: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

The 3 Biggest Webinar Myths

Page 18: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Reaching B2B Buyers Today is Done Online

“No Thanks, I’m Just Looking”

Page 19: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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

Better OutcomesPain Points - Questions

Actively Looking for a Solution

OR

Page 20: Winning Webinar Strategies for Product Managers

COPYRIGHT 2014 WEBATTRACT

Content vs. Traditional Marketing

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

Page 21: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Successful Demand Generation Webinars are Content Driven and Well Planned

• Disruptive Markets

• Innovative Solutions

• Thought Leaders

• Story Beyond Sound Bites

• Measureable Outcomes

Page 22: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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

Page 23: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Case Study:Business Improvement

How To - Tutorial

Standards & Compliance

Popular B2B Thought Leadership Webinar Themes

Page 24: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

GREAT CONTENT!

Case Studies

Industry Analysts

Clients Partners

PublishersEditors Authors

White Papers

Where Do You Find Great Content?

Page 25: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

The 3 Biggest Webinar Myths

Page 26: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

A Time for Story Telling

Page 27: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Think of a Radio Show With Pictures

Page 28: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Don’t Forget About Your Audience!

Page 29: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

The 3 Biggest Webinar Myths

Page 30: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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

Page 31: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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 nowintend to acquire

Was just researching and nowsee no need

Decreased

Did the Webinar Move Intent to Purchase?

Mid

Po

int

Q &

A

Page 32: Winning Webinar Strategies for Product Managers

© 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

Page 33: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

5 Case Studies

Page 34: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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

Mark Twain

Page 35: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Raise Awareness: Benefits of thin wall plastics drives demand

for an underutilized testing facility

Page 36: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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

Page 37: Winning Webinar Strategies for Product Managers

COPYRIGHT 2014 WEBATTRACT

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

Page 38: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Drive Sales: Established brand reinvents itself to find

new leads in changing SMB market

Page 39: Winning Webinar Strategies for Product Managers

COPYRIGHT 2014 WEBATTRACT

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

Page 40: Winning Webinar Strategies for Product Managers

© 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

Page 41: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Promote Thought Leadership: Educate engineers on timely topics that

support the use of analytical and search tools

Page 42: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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

Page 43: Winning Webinar Strategies for Product Managers

© 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

Page 44: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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

Page 45: Winning Webinar Strategies for Product Managers

© 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

Page 46: Winning Webinar Strategies for Product Managers

© 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

Page 47: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Raise Awareness: Educate environmental compliance decision

makers on innovative ways to remove oil and solids from water

Page 48: Winning Webinar Strategies for Product Managers

© 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

Page 49: Winning Webinar Strategies for Product Managers

© 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!

Page 50: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

# 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

Today’s Key Takeaways

Page 51: Winning Webinar Strategies for Product Managers

COPYRIGHT 2014 WEBATTRACT

Methodology

Best Practices

Metrics

Getting WebinarReady

Page 52: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

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

Co

mm

erc

ial O

utc

om

es

Value to Your Audience

Page 53: Winning Webinar Strategies for Product Managers

© 2014 WEBATTRACT

Your Turn – Ask the Experts

Brian LawleyCEO and Founder

280 Group

Mike AgronCEO and Co-Founder

WebAttract