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Sourcing the Right Audience for Your Webinar

Posted by Teresa Lawlor on
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Plan for your Target Webinar AudienceOne question our event experts get a lot is "how do you source the right audience for your webinar?" For lead gen purposes, targeting the right audience for your webinars is key to getting marketing qualified leads and sales qualified opportunities.

So, as you write your webinar invitation and create the registration landing page, also begin identifying the prospect list sources who have the right qualities. I suggest you segment your demographic by industry, level, department, etc.

This is where marketing automation can come into play. You can significantly improve the efficiency with which marketing and sales drive revenue from your next event by integrating your webinar and marketing automation platforms. ReadyTalk currently integrates with several popular marketing automation and service platforms such as Eloqua, Marketo, Pardot and ExactTarget.These solutions leverage the full potential of your webinar by increasing your sales and marketing productivity and reducing the amount of time spent managing, nurturing and scoring your webinar leads.

For the email broadcast consider these sources for your invitation lists:

  • In-house list - ReadyTalk has a webinar series list of about 10,000 opted in subscribers who receive our monthly newsletter
  • Rent a list (list brokers) - We have used in the past are Netprospex, Data.com, Reachforce, Mintigo, ZoomInfo, etc.
  • Outsource audience recruitment
  • Media partners and strategic partners
  • Sponsors

Important things to consider when making a decision for list sourcing:

  • Do you already have a purposeful in-house list that you have built or acquired? Is it large enough to drive a sizeable audience to your event? Is it fatigued – have they heard all your stories?
  • A profitable, segmented in-house list may provide higher response rates than a fresh list of matching prospects.
  • If you want to attract fresh new “eyeballs” you can look to the many companies that offer lists acquisitions and subscriptions, such as Hoover’s and Dun & Bradstreet, etc.
  • If you are acquiring, renting or subscribing to a list, you need to consider how accurate, how re-usable and what methodology is used in maintaining these lists

Tap into these resources to share links, empower your network to share your content:

  • Social Media – Facebook, LinkedIn, Twitter, User Communities – if you’re a regular member it won’t be considered SPAM
  • Publish your webinar on your blog or website - we've also recently implemented a Hello Bar on our site to solicit registrations close to the time of your webinar. Visitors to your site are likely in your target audience so this is an inexpensive way to get registrations.
  • Have your speakers use their social network to promote the webinar, have them write a blog post or answer questions post-webinar
  • Send a newsletter, post a press release
  • Create partnerships and affiliate relationships who will also post your webinar on their site

We are constantly looking for ways to get high quality attendees to our webinars. Do you have other ways to target the right audience? Please share your successful methods with us below.

Some related blog posts you may also want to check out:

Generate More Qualified Leads with Your Webinars: A Step by Step Approach

Eloqua Cloud Connectors for ReadyTalk: What it Means to a Marketer

Sync Webinar Registration and Attendance Data with ReadyTalk for Marketo

*Image courtesy of Stuart Miles / FreeDigitalPhotos.net

 


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