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Leverage your Webinar Data to Maximize Your Investment

Posted by Beth Toeniskoetter on
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There are many tasks that go into preparing and planning for a successful webinar which includes showcasing relevant and engaging content for your target audience, securing a reputable (and hopefully entertaining) speaker, and creating invitations, registration forms, and reminder emails.  Then comes the day of the event....your presenters are ready, your registration and attendance numbers are high, and your audience seems very interested in your topic.  After the event has concluded, it's time to move on to the next project, right? Not quite yet as one of the most important parts of putting on a webinar is the follow-up, and more importantly, the right follow-up.

ReadyTalk arms our customers with several reports to give webinar organizers as much information as possible about their webinar. Each of the following reports can give you various insights into your prospects:

  • Invitee List: See who was invited and when
  • Registration Details: View responses to all standard registration questions (name, email, company name, etc) and custom registration questions that are specific to your business as well as the registrant's meeting status before and after your event (confirmed, no shows, attended)
  • Campaigns: Get a bird's eye view of how your registrants and attendees heard about your event to measure which communication channel (email, social media, etc) is working best
  • Web & Audio Participant Details: View how long a participant attended for, and at at which points they joined and left your event
  • Polling Responses: Summary and detailed view of all polling and answers by participant
  • Chat Details: View, by participant, on what kinds of questions your participants are asking during your event, and any in-event responses that were given via chat
  • Post-Meeting Survey Details: Find out more information about your participants, including the relevance of your content and if they want to be contacted

Taking your webinar data a step further

If you use a marketing automation platform for lead management, several of ReadyTalk's data points can be synced through our API. This helps eliminate manual processes, while also enabling your marketing team to create specific nurture tracks based on varying webinar activity. For example, a webinar participant that attended 45 minutes of your 60-minute event and indicated their timeline to evaluate your product or service is in 3-6 months will most likely be put into an aggressive nurturing campaign. A webinar participant that attended for 10 minutes and did not answer a polling question may only receive one or two follow-up emails and be less of a priority.

There are many ways to slice and dice your webinar data to get the maximum return on your investment. What kind of workflows do you setup to automate your lead qualification efforts?


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