Questions/Answers from Webinar: Convert Leads Faster by Integrating Webinar Data with Salesforce

 

 

While we knew that marketers and trainers were tired of the hassle of getting webinar data into their CRM system, we were surprised by the great turnout at yesterday’s webinar on the value of integration. If you had a chance to join us, we hope you found the event worthwhile!

Many thanks to Helena Brito from Mandiant, Jill Myers from OverDrive, and Pat Buchanan and Dave Kornegay from SchoolDude.com for speaking on the event. Each of them shared fantastic insight into how the integration has made a difference in their business and responded to questions from our audience during a lively panel discussion.

Because we had so many great questions, we couldn’t get to them all during the live event. In fact, we had such a high volume of questions that answering them all would make this blog post painful to read.

So, here is my take on the top 5 and you can access a full transcript of the Q&A here. You can also sign-up for a demo and learn more about ReadyTalk for Salesforce here.

1 – Q. How does sales use webinar information to close more deals? Did you face any resistance to adoption within your sales organizations?

A.  By having access to webinar data directly from the Lead or Contact record, sales can instantly see which topics their prospect is interested in and tailor their message to speak to the prospect’s specific use case or pain point. And, because attendance data is captured in Salesforce immediately after an event, sales can strike while the iron is hot and capitalize on opportunities rather than delaying follow up until marketing can do the manual work to get the data into the CRM.

Each of our panelists shared that ReadyTalk for Salesforce has been very well-received by their sales organizations because it:

  • Gives them timely and convenient visibility into valuable webinar data right from the Lead and Contact record
  • Makes it easy for them to invite prospects and customers to webinars and online trainings directly from the Lead or Contact record

In fact, Helena from Mandiant shared this feedback from one of her account executives during the webinar:

 

“Awareness of participation in events by potential customers allows me to enter the conversation with relevance and value, thereby earning their attention.”

2 – Q. When I look at a customer record will I be able to see a history of their webinar interaction directly associated with their customer profile?

A. Yes, ReadyTalk for Salesforce attempts to match each participant with a Lead or Contact record in Salesforce based on email address. From the related Lead or Contact record, you can see all of that person’s meeting activity and drill down to the Meeting Member record for full details.

3 – Q. Is there a diagram or goal funnel (visualization) to see drilled down results quickly at a high level?  Will we be able to see a report generated from an event?

 

 

 

A. Yes, ReadyTalk for Salesforce provides a high-level view of event stats including the number of people invited, registered, and attended as well as the details for each individual Meeting Member. We also include a dashboard and canned reports that provide insight into information like attendance rate by event and number of registrants for upcoming meetings.

 

4 – Q. Does ReadyTalk for Salesforce check for duplicates and create a new Lead or attach to an existing record?

A. Yes, ReadyTalk for Salesforce uses email address to attempt to match an event participant with an existing Lead or Contact in Salesforce. If it finds a unique match, it automatically attaches the Meeting Member to that Lead or Contact. If it does not find a match, you can have the application automatically create a new Lead or use our matching tool to try to find an existing Lead or Contact using additional information (e.g. name, company, etc.). And, if it finds multiple matching records, it will add the Meeting Member to a queue of “Unmatched Registrants” so you can select the Lead or Contact that you want related.

5 – Q. Do all of the panelists use Eloqua as well or do they use different email marketing tools in conjunction with ReadyTalk and Salesforce?

A. SchoolDude.com has used Eloqua for a number of years and OverDrive is excited about deploying Eloqua in Q4 2011. ReadyTalk also uses Eloqua as an integral part of our webinar marketing efforts.

While ReadyTalk gives you the ability to send email invitations through our system, you have the flexibility to use a marketing automation system or another email marketing tool for this task. ReadyTalk for Salesforce is designed to support this use case, so you can still capture registration and attendance data in Salesforce even if you don’t use our invitation capabilities.

 

In addition to our integration with Salesforce, ReadyTalk also has a direct integration with Eloqua through the Eloqua Cloud Connectors for ReadyTalk. You can learn more about that integration here or install it from the Eloqua App Cloud.

 

 

 

Success in a Marketing-Driven World

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.

 

Automate and Integrate: The Funnel – Part 2

Part two of this three part blog series is a review some of the key takeaways from our webinar, “Movin’ on Down: The Funnel,” and a deeper look at some additional best practices for optimizing your sales and marketing funnel.

It can take a fair amount of planning to avoid confusion between sales and marketing teams after an event has taken place, whether it be a webinar or tradeshow. When you have taken the time to assess (and re-assess) your  marketing funnel after each of your campaigns, you will begin to notice a much smoother transition  from moving marketing-generated leads over to the sales team to further qualify and hopefully turn into new revenue.

One of the main takeaways of the joint webinar with MarketingSherpa and Eloqua was the importance of automation and integrated marketing campaigns. Without the power of automation, timely lead follow-up and precise campaign tracking is virtually impossible. Having numerous marketing campaigns funneling to the same call to action (new product demo, free trail, service discounts, etc.), makes it easier for the marketing team focus on putting out the most applicable content if leads are pushed toward one desired outcome. You don’t want to create distractions for your prospects by giving them a hundred different options. Push them to your desired outcome. You may capture their attention through different means – landing pages, banner ads, website copy, webinars, tradeshows, direct mail, PPC and SEO campaigns – that’s the point of integrated campaigns, but you don’t want to deter them from your main call to action. Each of these sources points to the same offer; you’re just ahead of the game because you know you are likely to capture your target audience in a number of different places.

So, we understand the integrated campaigns, but let’s chat a little more about the automation piece. How can we make all these great campaigns work more efficiently? As marketers we wear a hundred different hats. So how do we make efficient use of our time when it comes to managing all of these moving parts? We get something that manages it for us – marketing automation. This tool can help us to understand who these leads are that are continuously coming into the funnel from the various campaigns.  It helps hone in on the quality of the quantity that is being generated. Automation can help with:

Lead nurturing – that consistent dialog with a prospect as they move toward (or even away) from a purchasing decision.

Lead Scoring – qualifying prospects based on both implicit and behavioral criteria. Implicit being the right demographic (company size, title, role, etc.) and behavioral being the actions they have taken to show their level of interest (whitepaper download, attended and/or registered for a webinar, page visits on your website, etc.)

Generating Revenue – obviously the more leads being dumped in the funnel, the better chance there is for revenue. However, the right leads are the ones that matter. Quality trumps volume. But when you are able to capture the correct information with your integrated campaigns and begin to both nurture and score those leads, you will ultimately end up with your target prospect looking for your product at the right time. And that equals revenue.

All this talk about automation brings me to my last point for this post – integration. This is a crucial piece of the pie. You may have all your platforms in place to generate, track, score and nurture leads but if they can’t communicate with one another, you’re almost back at square one. Sure, there are workarounds, but not without having to implement lengthy manual processes which can ultimately hurt the overall success of your campaign due to the lack of timely follow-up.

ReadyTalk recently launched both CRM and marketing automation integrations designed to increase the accuracy of your campaign data, specifically those leads coming in through your webinar platform. This helps move leads through the sales pipeline faster and eliminate those time-consuming manual tasks. These integrations were designed to help marketers skip the tedious spreadsheet work and streamline the process, increasing data accuracy and speeding sales follow-up. If you’d like to learn more about our CRM integration specifically, check out the upcoming webinar on September 27 at 2:00ET featuring three progressive companies that have automated their webinar process by integrating their conferencing platform with their CRM. And stay tuned for the third and final part of our “Funnel” blog series!

 

Simone has been involved with both the sales and marketing teams at ReadyTalk and is currently the role Marketing Demand Manager and manages the monthly ReadyTalk Webinar Series, which is a free  forum for professionals to interact with their peers and other experts on topics ranging from sales and marketing to nonprofits and funding to leadership and professional development. Simone is an outdoor enthusiast – skiing, climbing, triathlons, and trail runs with her dog, Bucket, are just a few of the things she enjoys outside of the office.

QA from the AMA webinar: How to Engage the Invisible Audience

Following are answers to questions posed during the webinar “How to Engage the Invisible Audience” I presented along with Jamie Wallace of Suddenly Marketing. This was a truly engaging and fun webinar, and I would like to thank Jamie for the time she spent preparing with me for this event. You can view the recorded version here.

Q: If we want to send the viewers a URL to request an appointment, would you provide that before, during, or after the question/answer portion?

I would say it depends on the goal of the appointment. If it is sales-oriented, I would suggest providing it at the end of your presentation. Often times, if a webinar begins with a “salesy” pitch, your audience will zone out or disconnect – unless they know upfront that it is a sales-oriented webinar.

Q: What post-webinar metrics can be used to gauge the success of a webinar?

The single best way to measure the success of a webinar is to use a post-webinar survey. Word of caution, if you send out a survey hours or days after a webinar, you may see a lower response rate. There are sites such as zoomerang.com or surveymonkey.com where you can create a personalized survey to send out after the webinar. ReadyTalk also offers a standard survey template that can be tailored with specific questions for your webinar.

Another way to gauge success is to review connect and disconnect times of your participants. Your webinar provider should be able to give you a report with this information. With this, you can see if you kept your audience for the duration of the webinar or if they dropped off early.

Q: How do you measure engagement?

You can measure the level of engagement during a webinar by using poll questions and encouraging questions to be entered via live chat or even live questions when/where appropriate. When using poll questions or even some fun quizzes you will immediately see how many participants respond. This will show you how engaged your audience is up to that point. I would suggest doing something like this every 10 minutes to keep that engagement going.

Q: When doing a demo of new software, do you recommend recording the demo and narrating it live — then switching to live presentation when answering questions about the software?

There are several options that work well. One option available allows the speaker to share their screen and the application with participants. The demonstration is “live” with their audience and questions can be posted through the chat option at anytime during the demonstration. Once the demonstration is over, questions are reviewed.

Recording the demonstration is certainly an option. You would simply run the pre-recorded video, and have a discussion after the video. Recordings can limit the ability to interact with your audience – I think the ability to do it live is far more effective for participants.

Q: Our teams are sometimes in different countries. Any tips for coordinating when the joint speakers can’t see one another?

I would encourage speaker dry runs in advance of the live webinar. This is done via phone lines and web. On the day of the live webinar, plan on at least a 30 minutes speaker pre-conference leading up to the webinar. It is beneficial to have a phone line for only speakers, so it is private and they can talk and interact leading up to the live event. On the web portion, there is a chat option for speakers to engage each other as needed throughout the presentation. They cannot see each other, but the audio and chat options are the next best thing!

Q: How do you keep track of questions as they come in? Which ones you’ve answered, and which you still need to answer?

Generally speaking, webinar platforms have a chat function speakers see throughout the event. Ideally you should hold all questions until the end of the presentation. I find that having a helper assist with chat makes for less confusion while presenting. The helper simply does a cut/paste from the chat box into a Word document to track the questions. The moderator then asks questions of the speakers during the Q&A segment.

In addition, speakers are provided with a log of all chat questions once the webinar ends. This allows them to follow up and answer any questions that weren’t addressed during the live webinar. In fact, that is what I am doing to answer these questions!

Again, I hope you enjoyed learning about audience engagement, if you have any additional questions, please feel free to contact me directly at anthony.salas@readytalk.com.

I also invite you to take a look at Jamie’s Q&A, she has follow up to several other questions on her site at suddenlymarketing.com.

ReadyTalk Recruiting Hits up Career Fairs

 

Last week we traveled to the Colorado School of Mines and Colorado State University to meet students, answer questions and arrange future ReadyTalk internships and careers! We spoke with many talented students who bring a fresh technical perspective and enthusiasm about their futures in technology. They have ideas on new mobile apps, and video games (not just playing them, but actually building them) and many just seem to want to find ways to help enhance other’s lives.

The Colorado School of Mines is ranked one of the top engineering schools in the country and we are lucky enough to have several Colorado School of Mines graduates here at ReadyTalk including: Seth Goings, Michael Keesey, Mark Godwin, David Clements and Josh Warner just to name a few…A couple of them joined us at the Colorado School of Mines Career Fair to scope out the top talent. See us in action below…

 

 

 

 

 

 

 

 

 

 

 

Colorado State University offered one of the first engineering programs in the state of Colorado! They even offer a program called International Engineering which is a dual degree program involving liberal arts and engineering courses.  Students are encouraged to participate in programs such as Engineers Without Borders where students work on international service projects.  ReadyTalk also has a few CSU graduates including: Mike Jenson, Jessica Liss and Brandt Abbott.  ReadyTalk engineer’s Mike Jensen, Chris Weaver and Christopher Lamey helped recruit students at this years CSU Career Fair.

 

 

 

 

 

 

 

 

In addition to attending Mines and CSU, we have been incredibly busy back in the office seeking the top Software Engineering talent out there. We are currently looking for Client Software Engineers, Server Software Engineers, Software QA Engineers and  Web Application Engineers.  Please contact katie.green@readytalk.com or catherine.harrison@readytalk.com if you are interested in learning more.

On a final note, we have now memorized 11 numbers of Pi.  In addition we have been studying up on the Fibonacci Sequence.  Some of you may not know this, but it was invented before electricity!

 

Katie Green is part of the ReadTalk Recruiting Team (AKA the Beaphins)  She has been in the recruiting industry for 10 years and has developed a strong interest in technology and technical recruitment. When she isn’t searching for technical talent for ReadyTalk you might find her at the tennis court, playing volleyball or learning a new song on guitar!