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Success in a Marketing-Driven World

Posted by Bo Bandy on
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Success in a marketing-driven world typically means getting actionable information (data) in the hands of the right people at the right time. 

In PR, this means connecting with a reporter and sharing valuable information that complements a story he’s already working on. In sales, this can mean giving a salesperson a qualified lead when the prospect is ready to buy.

Webinars already help marketers generate leads that can be converted into sales. Like most leads, webinar leads are time sensitive and need to be acted on quickly. For many companies, quick turnaround can be a problem that looks like this:


  1. Go to CRM and pull list for invitations and create campaign.

  2. Send out email invitations.

  3. Collect event registrations in webinar platform.

  4. Take registration data from webinar and merge it with CRM to see how many registrants are net new.

  5. Host webinar.

  6. Run reports from webinar platform (who attended and how long, who didn’t attend, etc.).

  7. Manually merge data back into CRM. Watch out for attendees like Bob Smith who registered as Bob but attended as Robert Smith!

  8. Run CRM reports and send out post-event email.

  9. Send new leads to sales team for follow up.


Sounds easy right? Sometimes steps 6 through 9 can take days (yes, multiple). The leads aren’t very warm by this point, which means you aren’t getting them to the sales team at the right time.

 

OverDrive used to have this problem. Now they don’t. Want to know how they solved it? Here’s the answer: Webinars Can Improve Business Processes.

Want a different example? There’s a free webinar today, Convert Leads Faster by Integrating Webinar Data with Salesforce, with cases studies from Mandiant, Schooldude.com and OverDrive.

 


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