Original Post by Will Rea
Get the insight you need from your webinar analytics
When running a marketing campaign, you need some impressive analytics to feed back into your CRM/marketing automation tool to justify the investment.
Often, you are only obtaining very basic information in the way of analytics (such as opens and clickthroughs on the call to action), however, this is only a fraction of the insights that can be gained when using best-of-breed webinar tools on the market.
Marketers tend to use webinars towards the end of their funnels to ensure that only the most qualified leads are attending , rather than targeting a vast quantity of registrations (none of whom are particularly interested in your service or technology).
Combining webinar analytics and marketing automation
While webinar analytics are useful in themselves, they only become invaluable when delivered to a company’s marketing automation platform.
By capturing your customers’ interactions (such as webinar activity) in a marketing automation platform, you can tailor your email communications to consider every individual’s experience.
By combining analytics from your webinar with your marketing automation your prospects and customers will feel more valued and a greater number of leads will become sales opportunities.
The combination of webinars and marketing automation allows marketers to identify sales-ready leads in real-time and follow up with the most qualified prospects immediately. By integrating webinar and marketing automation platforms, marketers can optimise their marketing programs and accelerate prospects through the buying cycle, transforming them from lead to revenue.
My top tips to follow when delivering a webinar
- Measure with detailed analytics the direct impact that campaigns have on revenue and profit
- Rather than spending hours on tweaking the raw data from a spreadsheet, let the platform do the work for you
- Integrate webinar technology into your marketing and sales CRMs, i.e. Pardot, Marketo, Eloqua, Salesforce.com & Silverpop, plus many others
- Understand where their best customers come from and what drives the highest conversion rates: is it a specific campaign, channels, or certain product features?
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