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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…
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,[email protected]
Martin HessBusiness Manager,[email protected]
