Turn Your Webinar Into a “Lead-Generation Machine” with Marketing Automation

In our previous article, we gave “reasons why” you should use marketing automation to track your webinars. In this article we’ll discuss the different ways to do it.

Topic selection

Marketers can select topics for webinars based on their respective marketing goals. Do you want to offer lucrative incentives to convert your leads? Think about what you could offer in exchange for information, such as a live demo of your products through the webinar. Or rather, consider if you want to establish thought leadership in the market through your webinar content.

You can gain insights from your marketing and customer support teams to know what interests your customers and prospects, and what their problem areas are that you need to focus on – then, you can select a webinar topic around these areas.

Follow-ups

With the right marketing automation platform, all the webinar contacts and leads will be automatically updated to the record. Aside from the additional information, here are a few other ways you can build one-on-one rapport with webinar attendees:

  • You can source behavioral statistics on your leads in order to take necessary follow-up actions. For example, you can send a “thank-you” email to all attendees, which may include perks such as links to a recorded version and other readily available resources.

  • Similarly, to those who have registered but not attended but registered, you can follow up with a “miss-you” email, which may also contain a link to the recording of the webinar presentation so that they can still engage with your content and take actions as guided in the webinar.

  • Moreover, marketing automation software assigns score to leads based on their activities and interactions such as, their registration, attendance, no-show, responses to your follow-up communications, visiting your webpages etc. Thus, marketing automation platform helps by adding or deleting your leads and prospects from the email list to an engagement program list when nurturing is required as well as when the leads are ready to purchase. The software will even assign leads to the sales funnel, for sales representatives to follow them up.

In addition to planning, execution, content and messages selection, following up with leads, marketing automation platform is a great tool to reuse, recycle and repurposing the webinar content to retarget the audience. You can reuse the webinar recorded version or the presentation as a SlideShare content or simply embed in your website as a video or on your YouTube channel.

Still later, you can promote the video through your blog to further share and boost engagement with your prospects by repurposing the content.

How are you creating and using your webinars? You can get creative ideas and professional assistance from webinar experts at ShowMeLeads to get your webinar perform and become a lead generation machine. For more information, check out our webinars white paper – or call (408) 502 6765 or connect us via Facebook, Twitter, and LinkedIn to stay on top of all latest trends, updates, and tips on marketing automation platforms

How to Maximize Lead Generation by Integrating Webinars with Marketing Automation

Webinars, or webcasts, are seminars that are broadcast live over the internet. Webinars are a form of free online content that you can offer to attract more leads, and more sales, than any other online content. Webinars are generally educational, mini-course online videos that impart various kinds of tips and training. As well, they are extremely interactive, enabling viewers to ask questions, post comments live and get answers from presenters and speakers, right when the show is running.

That’s why about 20% of webinar attendees can be converted into customers for your product or services. As live content, webinars enable viewers to pay greater attention to the content than blog articles, emails, or newsletters, and so typically, viewers do not miss any information. And greater engagement leads to greater conversion.

A study by the webinar and web conferencing platform ReadyTalk reported that webinars are capable of generating as many as 20% to 40% of an organization’s qualified leads, and more than 60% of B2B businesses rely in webinars to generate leads. This lead generation potential can be significantly increased by integrating webinars with a marketing automation platform.

Why use a marketing automation platform for webinars?

With a marketing automation platform, the benefits and prospects of lead generation can be multiplied in the following ways:

  1. It’s possible to automate all the emails for a webinar,  including first and subsequent invite emails, confirmation emails, reminder emails, post-webinar emails well in advance of the event. This saves time all through the process.

  2. With emails automated well in advance, marketers can dedicate their time to creating engaging, educational and goal-driven content for webinars as well as working on growing email lists.

  3. With marketing automation software, marketers get all data on the number of registered users, attendees, no-shows and leads generated through webinar events automatically with the platform. With insights and data available, marketers can avoid repeating emails and offers to same group of recipients. They can sort through people who have registered with the first email and send subsequent invite mails to those who have not registered; similarly, marketers can track of attendees who inquired or showed interests and requested for video recordings of webinars etc.

  4. Marketers can also create multiple landing pages and forms for various stages of invite, registration, confirmation, and for other purposes. With prior planning of designs, templates, messaging and content for their landing pages, marketers can effectively attract and engage their targeted audience and achieve their marketing goals with webinars.

  5. Keeping track of which contacts and subscribers express interest in which offers and products enables marketers to further personalize their messaging. Also, marketers can access products and email contacts that are generating more revenues and optimize marketing campaigns based on those insights.

A marketing automation platform helps running webinar events right from the beginning, from the selection of engaging topics to repurposing content, tracking conversions, and more.

You can get creative ideas and professional assistance from webinar experts at ShowMeLeads to get your webinar perform and become a lead generation machine – call at (408) 502 6765 or connect us via Facebook, Twitter, and LinkedIn to get informed of all latest trends, updates, and tips on marketing automation platforms.

 

Adding Calendar and Timezone Links in Webinar Invite

Often enough, many marketing campaigns and webinars are targeted across timezones and we often miss out in providing the simple convenience of converting the timezone for our valued audiences. Why not make things easier for them?

With just a simple few steps, you could provide this convenience for your targeted audience.

1) Create a text “Find Your Local Time” in your webinar invites
2) Add a hyperlink to link the text to http://www.thetimezoneconverter.com/

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Or you could simply copy this link Find Your Local Time into your webinar invites!

Another way which you could help your targeted audiences take note of when your webinar is happening is by adding a calendar in your webinar invite.

For iCal and Outlook Invites

1) You will be required to attach the .ics file link to text or a button
2) Highlight the text or click on the button you want to link to
3) Then upload the .ics file to your file manager in Marketo
4) Attach it to that text or button

For the Google Calendar Invites

1) Publish your event on Google Calendar
2) Link the text or button to the event URL

 

blog3By adding calendars and timezone links to your webinar invites, it may just increase the effectiveness of your event invitation and in turn increase the turn out rate of your webinar. It’s just a couple of steps away and it’s definitely worth the couple of minutes to add these features to your invitation!