Perfecting Scientific Webinars for Lead Generation

Perfecting Scientific Webinars for Lead Generation

Andy HentonCreative Director,InsideScientific

Martin HessBusiness Manager,InsideScientific

InsideScientific is an online environment rich withinformation for life science researchers. Resources include educational webinars, in-lab workshops and training programs, laboratory protocols, application notes and more. In addition, scientists can browse our suppliers database to learn more about the tools and technologies offered by manufacturers around the globe.

Our mission is to augment scientific discovery by facilitating and continually improving the exchange of scientific information.

Learn more at www.insidescientific.com/isc-marketing

A long time ago,

at a trade show

far, far away….

(okay… it was only Orlando)

“we met in 2006, when trade show floors were still buzzing. But as scientists turned to the internet for product information, conferences started to yield less than ideal results for lead generation and nurturing…”

“There must be a

better way, where we

can control the time,

place and quality of

information

exchange”

“…recognizing that trade shows were still a cornerstone of our marketing strategy, we were seeking a complimentary platform whereby we were in control of the time, the information that was exchanged and the interaction process.”

Why Webinars?

1. BECAUSE THEY COMPLIMENT TRADE-SHOWS!!!

2. The format follows how researchers discuss and share their science… they present to one another, listen, and learn from their peers (that includes you by the way)

3. You are in control of the topics, objectives, date, time, and duration of the discussion

4. They have no geographical boundries

5. They are not a single “touch-point”

What are Touchpoints?

• Phone call

• Email thread

• Meeting (trade-show, on-site)

• Product demonstration

• Presentation (live or virtual)

• Content consumption

• Application Notes, Technical Guides, Videos, FAQ…

Audience Poll:

How do you currently capture leads?

Audience Poll:

How many touchpoints are typically required to make a sale?

The Big 5 in Webinar Planning

1. Objective-Based Strategy

2. Content: Who, What and How

3. Registration & Attendance Strategy

4. Market Intelligence

5. Post Webinar Plan: Content Creation, Personas, and Action!

1. Objective-Based Strategy

This is a simple mind map…

We asked ourselves…

“if we are going to help people run great webinars for lead generation, what are the important areas to focus on?”

then we continued…

1. Objective-Based StrategyIt got bigger…

generate mind-maps at bubbl.us

The Big 5 in Webinar Planning

1. Objective-Based Strategy

2. Content: Who, What and How

3. Registration & Attendance Strategy

4. Market Intelligence

5. Post Webinar Plan: Content Creation, Personas, and Action!

2. Content: Who, What and How

The Who?

Scientists are most valuable to you when they focus on research APPLICATIONS.

2. Content: Who, What and How

InsideTip: Bring big numbers by focusing on broad subjects within your specific area of science.

Example: Join this webinar to hear Dr. Smith explain why “X” measurement is essential to studying “Y” disease…

The Who?

2. Content: Who, What and How

Pressure-Volume Catheter Calibrations and Experimental Design

“…Dr. Dimitrios “Jim” Georgakopoulos — an expert in the theory, history and application of ventricular pressure-volume science — discusses pressure-volume technology, the importance of resistivity and parallel volume calibration, and how experimental conditions can (and should) influence your approach... Key topics covered in this webinar will include designing a successful PV Loop experiment with the end in mind, and identifying markers for quality and reliable pressure-volume data…”

// Case Study //

View this Webinar

2. Content: Who, What and How

The Who?

Your staff, including product managers, engineers and sales staff, are most valuable to you when they focus on PRODUCT awareness.

The Who?

2. Content: Who, What and How

InsideTip: Bring big numbers by focusing on how to help your prospects, and customers, do better science.

Example: Join this webinar to hear experts from company “X” show how to properly acquire “Y” measurements and optimize lab throughput.

The Who?

// Case Study // 2. Content: Who, What and How

Implantable Infusion Pumps “…discussion will focus on clarifying the most common misconceptions circulating within the research community about implantable infusion pumps… This information will help researchers make more informed decisions when choosing the most appropriate dosing method for their study…”

View this Webinar

The What?

2. Content: Who, What and How

BE A PROBLEM SOLVER!Identify common challenges, [if possible, regardless of the technology a scientist is using], and promise to deliver answers!.

The What?

2. Content: Who, What and How

JUST ASK!Simple ways to identify these “challenges” include online surveys, asking sales and support staff (they are in touch with your clients), and reviewing your FAQ and support docs.

2. Content: Who, What and How

The How?Go heavy on images, graphs and charts that support your message. Use video for product set up, operation, and data acquisition. Show live analysis, data processing and interpretation. A don’t forget… tell a story!

// Case Study // 2. Content: Who, What and How

24/7 Automated Behavior Tracking “…Dr. Will Redfern and Dr. Sara Wells discuss 24/7 monitoring of group-housed rodents in their true IVC racked home cage environment for safety pharmacology and phenotyping applications.. Key topics will include the value of studying mice during the dark period when they are most active, the importance of monitoring rodents in their group-housed social environment, integrating technology with IVC cage racks, and animal welfare (3Rs): less surgery, fewer animals, more data.

View this Webinar

The various toxicity domains have been ranked first by contribution to products withdrawn from sale, then by attrition during clinical development.

Phase‘Nonclinical’ Phase I Phase I-III Phase III / MKTG Post-Marketing Post-Marketing

Information: Causes of attrition Serious ADRs Causes of attrition ADRs on label Serious ADRs Withdrawal from sale

Source: Car (2006) Sibille et al. (1998) Olson et al. (2000) BioPrint® (2006) Budnitz et al. (2006)Stevens & Baker

(2008)

Sample size: 88 CDs stopped 1,015 subjects 82 CDs stopped 1,138 drugs 21,298 patients 47 drugs

Cardiovascular: 27% 9% 21% 36% 15% 45%

Hepatotoxicity: 8% 7% 21% 13% 0% 32%

Haematology/BM: 7% 2% 4% 16% 10% 9%

NERVOUS SYSTEM 14% 28% 21% 67% 39% 2%

Immunotox; photosensitivity: 7% 16% 11% 25% 34% 2%

Gastrointestinal: 3% 23% 5% 67% 14% 2%

Reprotox: 13% 0% 1% 10% 0% 2%

Musculoskeletal: 4% 0% 1% 28% 3% 2%

Respiratory: 2% 0% 0% 32% 8% 2%

Renal: 2% 0% 9% 19% 2% 0%

Genetic tox: 5% 0% 0% 0% 0% 0%

Carcinogenicity: 3% 0% 0% 1% 0% 0%

Other: 0% 0% 4% 16% 2% 2%

Adapted from Redfern WS et al. SOT 2011

1-9% 10-19% >20%0%

Infrared

lighting panel

IVC home cage Baseplate RFID chip reader

(under home cage)

Side-view

video camera

Mini-computer and

power supply

(Part of)

cage rack

Features of the home cage 24 h monitoring system

VIDEO CAPTURE

• High quality video capture for manual analysis by expert

• Automated analysis of common behaviours by behavioural recognition software

• Additional behaviours can be annotated for training the software

Manual analysis of behaviours in a single rat over 22 hPerformed as part of behavioural annotation of video

Effects of single-housing on subcutaneous temperature

• Decrease in subcutaneous temperature immediately upon housing singly after being housed in groups of 3

• Possible causes: group housing or rats enables intermittent ‘huddling’ with two cage mates, and may achieve a higher ambient temperature (with two additional rats generating heat)

• Illustrates just one of several physiological stressors associated with single housing (not to mention the psychological stressors).

Single vs. Group Housed Rats

The Big 5 in Webinar Planning

1. Objective-Based Strategy

2. Content: Who, What and How

3. Registration & Attendance Strategy

4. Market Intelligence

5. Post Webinar Plan: Content Creation, Personas, and Action!

3. Registration & Attendance

Registration

EMAIL IS KING.

You need the means to reach a large audience. If you don’t have the numbers, outsource!

4800

720

108 43

Target List Opens Click-thru Registration

Single Email Engagement TrendEmail 1: 4-5 Weeks Out

15%

15% 40%

3. Registration & Attendance

RegistrationApproximately 25% of the total audience will register more than 3 weeks out. The rest pile in at the end, with click-thru and registration % increasing as the event draws closer.

InsideTip: start large, start early, and simplify the registration form.

4600

690

124 62

Target List Opens Click-thru Registration

Single Email Engagement TrendEmail 4: 7 Days Out

15%

18% 50%

200 registrants confirmed… your list is now smaller!

3. Registration & Attendance

Driving AttendanceNot everyone is going to show up… that’s okay.

There are a few key things that will increase live attendance…

1. Reduce Obstacles. Make it as easy to get online and participate

3. Registration & Attendance

Driving AttendanceNot everyone is going to show up… that’s okay.

There are a few key things that will increase live attendance…

2. Get personal. Have sales & service reps send direct invites to your top prospects

3. Registration & Attendance

Driving AttendanceNot everyone is going to show up… that’s okay.

There are a few key things that will increase live attendance…

3. Highlight benefits of the live session (think polls, engagement, live Q&A)

The Big 5 in Webinar Planning

1. Objective-Based Strategy

2. Content: Who, What and How

3. Registration & Attendance Strategy

4. Market Intelligence

5. Post Webinar Plan: Content Creation, Personas, and Action!

Audience Poll:

Which of the following lead attributes do you track?

4. Market Intelligence

Lead ClassificationIt is incredibly important to leverage each engagement opportunity to collect the information you need.

1. Registration Form

InsideTip: ask open ended questions about the challenges they face

4. Market Intelligence

Lead ClassificationIt is incredibly important to leverage each engagement opportunity to collect the information you need.

2. Polling

InsideTip: ask your “Lead qualification” type questions early

4. Market Intelligence

Lead ClassificationIt is incredibly important to leverage each engagement opportunity to collect the information you need.

3. Survey

InsideTip: create a strategy for delivering poll and survey questions to on-demand viewers

The Big 5 in Webinar Planning

1. Objective-Based Strategy

2. Content: Who, What and How

3. Registration & Attendance Strategy

4. Market Intelligence

5. Post Webinar Plan: Content Creation, Personas, and Action!

5. Post Webinar Plan

Content Creation

Starting with the end in-mind, identify the types of collateral that will permit you to collect leads on-demand.

InsideTip: cut chapters of your full webinar, and transcribe the content (voice-over) in different languages

5. Post Webinar Plan

Personas

Create buying personas for your leads so they can be properly classified, and receive tailored follow up.

InsideTip: use data from your master report to assign buying personas (A, B, C). Now import into your CRM.

5. Post Webinar Plan

Action!

Develop a post-webinar game plan, and ACT ON IT. This is often where most fall short.

InsideTip: plan your post-webinar activity just like your pre-webinar map. Define and allocate tasks, apply deadlines, and track touchpoints

• BRING BIG NUMBERS by focusing on broad subjects within your area of science, and how you can help researchers do better science.

• BE A PROBLEM SOLVER! ASK your prospects and staff where the major pain points are – run your webinar on these subjects.

• SHOW & TELL. Use engaging media including charts, graphs, images and video

• EMAIL IS KING. start large, early, and simplify the registration form (without compromising market intelligence)

• INCREASE ATTENDANCE rate by removing obstacles, getting personal during registration, and providing exclusive content or interaction during the live event.

• MARKET INTELLIGENCE begins at the registration form. Ask open ended questions about the challenges they face, and include fields that will help you assign a “buying persona”

• POLL EARLY, and ask your lead qualifying questions first

• Have an ON-DEMAND POLL & SURVEY collection (this will apply to 50% of your leads)

• CREATE POST-WEBINAR CONTENT where one piece supports creation of another. Cut chapters of your full webinar, and transcribe the content (voice-over) in different languages

• CREATE BUYER PERSONAS, and use the data from your master report to assign buying personas (A, B, C). Now import into your CRM.

• PLAN YOUR POST-WEBINAR ACTIVITY. Define and allocate tasks, apply deadlines, and track touchpoints.

InsideTips

For more information on planning successful life science webinars that deliver results, please contact us!

Andy HentonCreative Director,InsideScientificandy@insidescientific.com

Martin HessBusiness Manager,InsideScientificmartin@insidescientific.com