ReadyTalk

Meet with Confidence

How to Use Webinar Polling Data for Nurturing and Follow-Up in Eloqua

Posted by Anita Wehnert on
Share this Post:

Polling questions are a great way to keep your audience engaged during a live webinar.  If you ask the right questions, polls also provide an excellent opportunity to learn more about prospects in a non-intrusive way. And, when you capture this valuable data in Eloqua, it can be used for lead scoring, nurturing, and tailored follow-up.

I’ll use ReadyTalk as an example to show you the power of using polling data in your next Eloqua webinar program …
 
Ask the Right Questions
At ReadyTalk, we conduct frequent webinars to generate and nurture leads. Two polling questions that we commonly ask during online events are:
  1. What are the biggest challenges you are facing with your webinar programs?
  2. How do you use audio and web conferencing in your business?
The first question helps us understand the prospect’s top of mind issues and pain points. We provide this data to our sales team so they can tailor their approach and have a relevant conversation with the prospect during follow-up after the live event. 
 
The second question allows us to pinpoint the use case(s) of the prospect’s organization. Are they using conferencing for lead generation webinars only? Or do they also use it for sales demos, online training, or collaborative meetings? We use this data to inform the sales team as well, but we also use it to drop prospects into different nurture tracks based on use case. Here’s how …
 
Get the Data into Eloqua
The ReadyTalk app on AppCloud allows you to instantly capture webinar attendance and interactivity data in Eloqua, including each individual’s specific responses to polling questions asked during the event. 
 
To automatically record polling responses in Eloqua:
 
1. Add the ReadyTalk Post-Event Connector to the post-event portion of your Eloqua webinar program:
 
Post-Event Workflow in Eloqua Webinar Program
 
2. Create fields on your webinar data card to house each polling question and answer:
 
Eloqua Webinar Data Card Showing Polling Fields
 
3. Set up the ReadyTalk Post-Event Connector to point to the appropriate webinar and then map each polling question and response to the appropriate field on the data card:
 
Mapping Webinar Polling Questions and Answers to Eloqua
 
 
Make the Most of Polling Data
Once you have your polling data in Eloqua, the possibilities are endless. You can do things like:
  1. Increment a prospect’s lead score based on how they answered a question
  2. Route prospects who indicated they were interested in a demo to sales for immediate follow-up
  3. Tailor messaging in the follow-up email based on the prospect’s pain point
  4. Drop prospects into different Eloqua nurture tracks depending on their response
At ReadyTalk, we segment prospects into different nurture tracks based on their response to the polling question about how they use conferencing in their business. For example, those who indicated they use conferencing for online training are placed in the “Training” program, those who selected lead generation webinars are placed in the “Marketing” program, etc. 
 
Eloqua Nurture Tracks Based on Poll Response
 
Hopefully, this post has sparked some ideas about how you can get more out of your next webinar by leveraging polling data in Eloqua!

Comments for How to Use Webinar Polling Data for Nurturing and Follow-Up in Eloqua

blog comments powered by Disqus

Recent Posts

New from ReadyTalk - Quick Share My Desktop

New from ReadyTalk - Quick Share My Desktop Hot off the press - we've just released an enhancement to our Quick Launcher product (available on Windows today and Mac next week). The...

Internet-wide Security Risk: How ReadyTalk is Addressing “Heartbleed”

It’s been all over the news: a major vulnerability in the encryption technology used across much of the Internet was recently discovered. The vulnerability causing these issues is...

Webinars: The Gateway Drug to a Video Marketing Strategy - Q&A Session Review

We recently hosted a webinar with the video marketing gurus over at Vidyard to dive into the idea of launching a video marketing strategy with the materials most of us already have...

Nobody is Watching Your Webinar and How to Fix It

Content is everywhere and in every form – videos, tweets, blogs, forums, whitepapers. I recently read an article that said by 2020 the amount of information on the Web is expected...

New from ReadyTalk - Modern meeting controls and VoIP enhancements

You may have noticed more frequent changes from ReadyTalk lately. In an effort to keep our controls fresh and functional for all of our different users we are continuously...

Comparing the Value of Webinar Leads vs. Email List Leads

Over time, marketers have innovated and refined many online avenues for lead generation, but the legacy email list continues to remain a top favorite. Viable alternatives, such as...

Feature Friday: How to Upload Your Video Clip

  Why Use this feature? I think it is safe to say that everyone hates when they see the word “download”. And the last thing someone wants when hosting a web conference is to lose...

The 8 Most Common Audio Conferencing Issues

Audio conferencing affects every area of business. From customer service to investor relations, poor audio quality is associated with a lack of professional competence. In order to...

Feature Friday: Promoting to Co-Presenter vs. Granting Control...What's the Difference?

Visit the ReadyTalk blog every Friday to learn more about a ReadyTalk feature.   We get a lot of questions on the difference between granting control and promoting someone...