Part 2 Winning Minds and Markets with Thought Leadership Webinars

June 26, 2013

Toll-free: 1 877 309 2074

Access Code: 500-415-841

Supercharging Your Webinar Demand Generation Outcomes Part 2From Show to Sale: Winning Leads With Webinars

Hi, I’m Joe Pulizzi (@joepulizzi)

September, 2013

CMI teaches marketers how to own their media channels to attract and retain customers.

EVENTS MEDIA CONSULTING

CCO Magazine

COPYRIGHT 2013 WEBATTRACT

Mike AgronCo-Founder

Executive Webinar ProducerWebAttract, LLC

[email protected] @WebinarReady

Citrix - WebAttractA Step-by-Step Guide to

Hosting Successful Webinars

Supercharging Your Webinar Outcomes2 Part Series

Based on Actual Case Study Examples

http://www.webattract.com/


Webinar Demand Generation Challenges

Attract

EngageConvert


Supercharged Demand Generation Webinars are Content Driven, and…

• Disrupted Markets• Disruptive Solution• Measureable Outcomes

Status Quo


Supercharging Your Webinar Outcomes

• A proven “repeatable” methodology

• Best practices for optimizing results

• Use key metrics for ensuring success

• Delight your audience

• Delivering predicable outcomes

• Convert more prospects into customers


Part 1: Behind the ScenesHow to Host Successful Webinars

Setting the stage

Getting the right audience

Breathing life into your production


Part 2: From Show to SaleWinning Leads with Webinars

Table reads, dry runs, sound checks

Final checklist and going live!

Post webinar follow up to convert


Com

mer

cial

Out

com

es

Value to Your Audience

High Value – High Impact


ACT IIIContent Creation

Table Reads & Dress Rehearsals


Breathing Life Into Your Production

• Step 1: Gather team/ensemble for a Table Read

• Step 2: Architect from invite using key messages bullets

• Step 3: Use all intelligence gathered before webinar

• Step 4: Determine who will say what and when

• Step 5: Get ready to start dress rehearsals


A Time for Story Telling


Think of a Radio Show With Pictures


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

Disruption – Pain PointsBetter Outcomes

Actively Looking for a Solution

OR


Content Marketing Makes Buyers More Intelligent

Informational vs. Sales PitchCase Study Product Centric

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


Webinar Title

Brief Description

3-4 Bullets

Who Should Attend?

Highlight Sponsorship

Leverage Speakers Credentials

Social Media


Table Reads and Dress Rehearsals

• Mine digital body language before the webinar

• Find your speakers passion to be authentic

• Dialog vs. Monologue

• Practice flow, cues, transitions

• Visually appealing slides


Sample of “BANT + Sales-Ready” Leads

Detailed background information on the prospect and the selling opportunity helps drive more productive sales results

Before


“BANT PLUS” SALES READY LEADS

Detailed background Informationon the prospect and the selling opportunity helps drive more

productive sales results

After Budget

Authority

Need

Timeframe

Data Capture & Cleansing

Set Next Step(s)


Message Shaping Ideas

During registration “always” ask “What would you like to learn”?

Car Dealership Job Title What would you like to learn from this webinar?executive manager Best practices for service lane conversion to salesSales Person strategies to generate more salesSales Consultant How to utilize our service business to gain more sales.GM 123Owner Reach more prospectsSales Manager How to tap the service leadsVariable Ops Process improvementPresident Sales more vehicles from service departmentG.M. ServiceGM How to be more effective with working the service driveVP of Operations Take away something newService Director Increase car sales from the Service DepartmentService Manager How to team up with sales to segue seamlessly from service to

sales when neededCOO see what its aboutGeneral Sales Manager What the title indicated.


NOTE: For Internal Use Only The Audience Won’t See This. Last Updated 4.29.13

Time PT Segment – Working Title Duration Presenter Status Notes

11:00 AM

11:02 AM

Welcome, Who is in the audience, Housekeeping tips,

Poll#1 - Have you tried un-tapping new car sales through your service drive? (Choose one) Yes, No, Considering, Probably Won’t Work)

2 mins

2 mins

Mike Agron Moderator

Mike Agron

TBD

11:04 AM11:05 AM

11:20 AM

11:22 AM

Welcome Speaker 1Jim Ziegler

Poll#2 - How many of your Service Customers DID NOT buy their car from you BUT use your Service Department? (Choose one) 10%, 35%, 50%, 70%

Welcome Speaker 2Terry Longmore

1 mins15 mins

2 mins

1 min15 min

TBD 1. What You’ve Always Done Isn’t Working Nearly As Well As it Used to Work 2. Most Dealerships Never Realize New Business Out of The Service Department 3. Are Service Department Leads Superior?

11:38 AM

11:40 AM

Poll#3 - Which of the following strategies would help you increase new car sales from the service drive? (Select all that apply) Rethinking current processes & procedures, Better aligning of sales & service to engage prospects to buy now, Using technology to automate & update customer data, Implementing a training & support program

Call to Action - How to get started…

2 mins

2 mins

Mike TBD

11:42 AM

11:59 AM

Ask the Experts Panel

Wrap, Intro continue the discussion and Adjourn & Cue Post Webinar Survey

17 mins

1 min

Mike (moderator)

Mike

TBD

Webinar Flow & Timing – Audience Won’t See This Slide

Moderator: Mike Agron, Executive Webinar Producer

Jim ZieglerPresident

Ziegler Super Systems

Terry LongmoreGeneral Manager

Beasley Ford LincolnApple Automotive Group of York, PA

Randy KobatVP of Strategic Initiatives

MPI

FEATURED PANEL

Sponsored by:

Case Study: How a Dealership Group Leveraged Service Leads to Increase New Car Sales

What You’ve Always Done Isn’t Working Nearly As Well

As it Used to Work• Floor traffic is down – the walk-in customer is rapidly becoming a thing of the past

• The Internet created a virtual marketplace with more competitors in front of the same prospect

– tougher sales to close and wider geographic market

• The turnover in most dealership sales departments makes long-term customer relationships

evaporate and disappear – nobody is working your owner base

• Sales management is focused on “Working Deals” in progress, not conquest sales

BEFORE

What You’re Doing isn’t Working as Well

• Floor traffic is down – Walk-in customer is a thing of the past

• Internet created a virtual marketplace with more competitors

• Nobody is working your owner base

• Sales management focused on “Working Deals” not “Conquest Sales”

AFTER

Profile of The Kelly Automotive Group

• Does business in PA & FL• 5 dealerships in Leigh High Valley & FL• Chrysler, Dodge, Jeep, Buick, GMC Mitsubishi,

Nissan, Ford• Nissan been #1 in LH Valley for the last year,

BEFORE

Kelly Automotive Group Profile

• Does business in PA & FL

• 5 dealerships in Lehigh Valley & FL

• Chrysler, Dodge, Jeep, Buick, GMC Mitsubishi, Nissan, Ford

• Top Automotive Group in their geography

AFTER

Business Outcome and Results

• Gathered intelligence on customer in service drive

• Could start conversation to help convert service customer into a sale

• Able to purchase quality used cars from customer

• Sold 3% of the RO’s new cars


The Moderator as the Coach

• Trust

• Passion

• Courage to be direct


ACT IIIContent Creation

1. Use the invite to architect the flow

2. Deliver on what you promised

3. Create flow to align with key bullets

4. Budget for welcome, Polls and Q/A

5. Use 35 minutes of actual “on air” time wisely


ACT IVFinal Sound Check

Go Live!

The Final Sound Check & Go Live!


Sound Check and Go Live!Deliver an Engaging Performance

• Step 1: Go through “Final Call” checklist on your own 30 minutes prior to the final sound check

• Step 2: Launch your webinar hosting platform and meet with speakers one hour prior to Go Live! for final sound check

• Step 3: Go Live! and debrief ensemble

• Step 4: Begin Post-Webinar sales lead follow up


SOUND CHECKS

Audio is the Achilles Heel of all Webinars


LandlineHandset

Free

Consumer Headset

Microphone$30 - $50

ProfessionalLarge DiaphragmUSB Microphone

$100 up

How to Really Connect With Your Audience


Optimize Audio and Video

• Speedtest.net– www.speedtest.net/• Megapath.com – www.megapath.com

http://www.speedtest.net/

http://www.megapath.com/


FINAL SOUND CHECK START 1 HOUR BEFORE GO LIVE!

• Focus on the presenters

• Pre flight checklist and Plan B

• Review final slides

• Turn off all non essential apps

• Silence cell phones, turn off ringers, “Do Not Disturb Sign”

• Launch splash screen 20 minutes prior to going live

Print out a hard copy of your PPT Notes Page slides


• Learn to work your microphone

• Tone of voice and inflections

• Monitor your breathing

• Smile and gesture

Don’t Forget the Human Factors

You’re a broadcaster, think like one!


• Start and end on time• Welcome your audience• Enthuse, excite but don’t sell• Dialogue vs. monologue• Call to action or next steps

Go Live!

It’s all About Connection – Not Perfection


ACT VPost Webinar

From Show to SaleWinning Leads with Webinars


Housekeeping : 1-2 Days After

• Edit & Archive Final Webinar Recording• Send Thank You Emails Ready With OD Link • Do Final Analytics Report• Did you Meet Your Outcomes?• Use Life Cycle Intelligence • Begin Segmenting Leads• Follow up on Unanswered Live Questions• Now Start the Sales Process


Ensuring Predictable Outcomes

Webinar Objectives

Audience Value

Define Success Factors

Call To Action

Analyze Life Cycle

Intelligence


Gather Life Cycle Intelligence

BEFORE EVENT

Gather profile dataInterests

Social Media DURING WEBINAR

Online polls Live Questions

Purchase IntentionSurveys AFTER EVENT

SurveysOn-Demand Views

Social MediaLead Nurturing

COPYRIGHT 2013 WEBATTRACTCOPYRIGHT 2012 WEBATTRACT

Time to Get Under the Hood…


The 6 Key Webinar Metrics

• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings


Audience Retention – Sales & Marketing

10:56 AM PDT 11:11 AM PDT 11:26 AM PDT 11:41 AM PDT 11:56 AM PDT0

20

40

60

80

100

120

140

160

180

69

144155

145

49

124

Attendee Counts Throughout Webinar

80% of Peak Attendance =

Mid

Poi

nt

Q &

A Adjourn

Go

Live

!


Audience Retention - Engineering

11:59 AM PST

12:14 PM PST

12:29 PM PST

12:44 PM PST

12:59 PM PST

01:14 PM PST

01:29 PM PST

050

100150200250300350400

173

314337 331 329 312

271

Attendee Counts Throughout WebinarPeak Attendance = 378

Go

Live

!

Mid

Poi

nt

Q &

A

Adjo

urn

Audience Retention at Q&A = 87%

80%


Does the Audience Profile Align With Your Recruitment Objectives?

Go

Live

!

Mid

Poi

nt

Q &

A

Adjo

urn

48%

23%

22%

7%

Do you recommend, specify or influence the purchase of A or B technology?

Yes, both

No, neither

Yes, A

Yes, B


12%

54%

22%

10%

3%

5 - Exceeded

4 - Above

3 - Met

2 - Barely Met

1 - Did Not Meet

Post Webinar SurveyOn a scale of 1 to 5 - How did today’s webinar meet your expectations?

Response Rate = 30% with 87% Positive Ratings


Post Webinar SurveyDid the Webinar Move Intent to Purchase?

Go

Live

!

Mid

Poi

nt

Q &

A

Adjo

urn

47%

24%

24%

5%

Having attended today's Webinar, your plans to purchase or acquire A or B products (26% Re-

sponse):

IncreasedWas just researching, but now intend to ac-quireWas just researching and now see no needDecreased


Segment Leads – Purchase Intention

Bucket #1 – Sales Ready - CallBucket #2 – Nurturing – Call or Drip Bucket #3 – Non Qualifying - Eliminate


Gather Insights by Attendees

Interests Plans to purchase this year

What would

you like to learn?

Scale 1-55 being highest

What could we

have done

better?

What did you like the

most?

What other

webinar topics

would be of

interest?

Poll #1 Poll #2 Question asked by attendee

MEMS IMU

Not sure researching

General Info

5 More technical content

The Ask the Experts Panel

Case Studies on hardware specific appls

Integration Kallman

Filter

Define models for the inertial sensor errors

When discussing

multi-Sensor

fusion, are there ….

MEMS IMU

Yes Practical app of MEMS

IMU GNSS

5 Good overview not too

technical Well

organized

Any GPS signal

related topics

Define Models for the inertial sensor errors

Is the INS always a

core sensor?


The Content Marketing Gift That Keeps On Giving

On Demand Viewings 431 viewings in first 45 days Viewing # - % Total Viewings

Registered – Did Not Attend 90 viewings - 12%

Attended – Repeat Viewing 59 viewings - 8%

Fresh New Leads - Viral 617 viewings – 80%

Total On Demand Viewings 774 viewings – 100%


Final Curtain Call


ANYBODY CAN DO A MEDIOCRE WEBINAR


Webinar Demand Generation Challenges

Attract

EngageConvert


Supercharged Demand Generation Webinars are Content Driven, and…

• Disrupted Markets• Disruptive Solution• Measureable Outcomes

Status Quo


Methodology

Best Practices

Metrics

The Case for Getting WebinarReady


It’s an Ongoing Balancing Act

LogisticsBusiness Drivers Human Factors Technology


Com

mer

cial

Out

com

es

Value to Your Audience

High Value – High Impact


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

September 9-11, 2013Cleveland, Ohio

Lunch n’ Learn Series – Wed. Sept. 11“How to Develop a Webinar Series that Works”

http://www.webattract.com/

mailto:[email protected]