Using the ReadyTalk for Salesforce Integration to Increase Webinar Registration & Attendance

Recently, one of our customers that uses the ReadyTalk for Salesforce integration asked how to use the application to encourage their sales team to invite their prospects to an upcoming webinar. A great question, and one that we'd love to answer!

The sales team needs to keep a prospect engaged by offering helpful resources, like a webinar, that offers value for their business, and subsequently moves them along in the buying process.   Let's take a look at how the ReadyTalk for Salesforce application makes it easy for reps to invite their prospects to a webinar, which will, in turn, help increase registration and attendance rates. 


The Webinar Organizer's Role

  • Schedule and setup your upcoming meeting in ReadyTalk. Make sure to create an engaging invitation as this is what prospects will see when a salesperson invites them to the webinar.
  • When importing the meeting into Salesforce, check the 'Allow Others to Invite' box. This will allow other salesforce.com users within your organization, like your sales team, to invite Leads or Contacts to this webinar. 

 Allow Others to Invite

  • Let your sales team (and account management team!) know about the upcoming webinar….like when it will be, who the speakers are, and the target audience. If you really want to increase your registration and attendance numbers, organize a contest for highest prospect attendance by sales rep (see how below)

 

The Sales Rep's Role

  • From the lead or contact record, scroll to the ReadyTalk Meeting History section and click on the Invite to ReadyTalk Meeting button.
  • Choose Invite to Scheduled Meeting to display a list of shared meetings or webinars. Select the upcoming webinar that you would like to invite your prospect to.
  • On the next screen, you can add others you would like to invite, like your prospect's team member or boss. Then click the Add and Invite to Meeting button. This will send out the invitation that the webinar organizer created in ReadyTalk.

Invite a Contact or Lead to a Scheduled Meeting

  • From the lead or contact record, you can view the status of your prospect's registration and attendance. So, if you see that their status has not yet changed to Confirmed for the webinar, you can encourage them to register, or, after they have registered, you can remind them to attend.
  • After the event is over, you can also view how long they attended the webinar and if they answered any polling or post-event survey questions that might help you in subsequent conversations. 

The ReadyTalk for Salesforce application offers a handful of dashboards and reports based on ReadyTalk Meeting and Meeting Member information. These are available automatically when the application is installed. In addition to the standard reports, you can create custom reports and dashboards on the data that is passed from ReadyTalk into Salesforce. For instance, as I referenced above, you can create a dashboard to track prospect attendance by sales rep based on the ReadyTalk Meeting Member: Created By field. Want some more ideas on creating custom workflows and reports from the ReadyTalk for Salesforce app? Check out another blog post from our own Salesforce admin.

Do you have more questions about how to use our Salesforce integration? Keep 'em coming!

You may also be interested in:

ReadyTalk for Salesforce – Extending our App

Top 10 Benefits of ReadyTalk for Salesforce

New Functionality for the ReadyTalk for Eloqua Connectors

In between Eloqua Experience 2012 and 2013, ReadyTalk gathered feedback from users (both old and new) of our integration.  We always have three main goals in mind when adding new features to the ReadyTalk for Eloqua Connectors:

  • Automate as much data transfer as possible between the platforms
  • Ensure the information is both accurate and timely
  • Create maximum value for a marketer's webinar investment

With those considerations in mind, we introduce the latest enhancements to the ReadyTalk for Eloqua app, which includes:

  • The ReadyTalk Cloud Component: Extend the life of your webinar by using the recording in  content marketing programs. Easily drag and drop the embed code onto a landing page and start promoting the recording for additional lead generation effortsReadyTalk Cloud Component
  • New and Improved Experience for Late Registrants: Users can now create email templates in Eloqua for registrants that sign up for your webinar at the last minute, after it's already in progress or has ended. This gives registrants a more streamlined and consistent experience no matter when they register for your event.
  • A few face-lifts:

    • Quicker delivery of registration confirmation emails
    • More immediate availability of attendance and in-meeting data after the webinar ends
    • Additional outputs like meeting description or presenter information
    • A new 'mini' connector that ensures a registrant will receive the correct information in their reminder emails if they are signed up for multiple webinars

Visit our AppCloud listing in Topliners to learn more!

 

The Most Important Things Our ReadyTalk Marketing Team is Thankful For

Thankful Smiley FacesWorking at ReadyTalk means there are so many things to be thankful for: our great culture, loyal customers, collaborative coworkers, and community involvement to name just a few. In the spirit of the season, I had our marketing team compile a list of things they are thankful for:

Michelle Nikolayevsky, Product Marketing

  • Blogging applications!
  • We do a lot of collaboration within our team. I’m grateful there is always a helping hand for edits, brainstorming, developing new strategy, etc. That’s rare to find in other organizations.

Simone Nabers, Outbound Marketing

  • I am thankful for Cartwheel Fridays and hula-hoop wars that break up some of the inevitable stress that comes along with being a marketer. And cookies. They help too.
  • Grateful that I also receive email snafus from other marketing organizations with messed up subject lines, non-working links, and/or the wrong name…we all make mistakes and we can all learn from each other.

Brandon Hess, Inbound Marketing

  • A/B testing separating facts from feelings.
  • The magic of Photoshop.
  • Being surrounded by people I can depend on to forgive me for writing one blog post per two years.
  • Free resources like Smashing Magazine, Unbounce, Hubspot and more that keep me up to speed on new trends, tactics, and best practices.

Bo Bandy, Marcom, Brand and Customer Advocacy

  • Working with a team of people who are equal parts smart and passionate, aren’t afraid to ruthlessly tease each other, cover my butt and most importantly challenge me to a better marketer.
  • Influitive and Compendium – These are the platforms I use to get work done. I’m grateful for their account teams who are invested in my success and address my crazy support requests at all hours of the day.

Kelly Valdes, Marketing Ops

  • The inevitable and ongoing love/hate relationship between sales and marketing.
  • Collecting new flair for my Eloqua lanyard, and my fellow EloQueen and EloKing teammates.

Mike McKinnon, Marketing Ops

  • For memecreator.org so I can make meme’s much faster.
  • Such an awesome team that makes me want to come to work everyday
  • vlookup in Microsoft excel!

Teresa Lawlor, Marketing Management

  • Leadership that entrusts me and my team to take on new projects that constantly challenge us; and accepts our failures (as long as we learn from them) and celebrates our success.
  • The laughter that I constantly hear within our department, no matter what may be going on that day.
  • Wine – lots of it.

While we are extremely grateful for our customers, our partners, and the platforms that make us work more efficiently, most importantly we are grateful for the people we work with on a daily basis. This is the essence of working at ReadyTalk.

Here's hoping you and yours have a wonderful Thanksgiving. 

 

 

 

 

 

Are Your Webinar Invites on Track? Track Your Metrics!

Along with your webinar methodology and best practices, metrics should be the third leg in your webinar roadmap. We’ve identified six key metrics (Click Thru Ratio, Online Polls, Attendance Ratio, Exit Survey, Audience Retention and On Demand Viewings) and ratios that measure your progress across the webinar lifecycle. Being able to understand the impact of each set of metrics allows you to measure whether you’re on track to deliver predictable outcomes so you can make adjustments to meet your business goals.


Metrics help you navigate to reach your target audience

After sending out your first touchpoint, (about 2.5 – 3 weeks prior to the live event) start checking daily registration stats to make sure you’re attracting the audience matched to your selected demographic. The information is extremely helpful for adjusting your messaging strategy. It’s not unusual to make changes to your second or third invitation based on registration metrics or answers to the registration page questions. Using some of the advanced features of Microsoft Excel, such as a pivot table, you can slice and dice the information, and you’ll be amazed at the insights you’ll gain about your audience before, during and after the webinar.


Transfer registration data directly into your marketing automation system

You can gather registration data through your web conferencing platform. Or, if your CRM or marketing automation platform integrates directly with your conferencing provider, you can access the registration data there. For example, ReadyTalk integrates with Eloqua, Marketo, Pardot, and Salesforce, so webinar data is automatically transferred from ReadyTalk into these platforms. This saves time, eliminates errors and gives you the most accurate, up to date profile of your attendees.


Breaking down your metrics

One important metric is measuring the percentage of people who clicked on a link to arrive at your registration landing page. ReadyTalk provides campaign metrics that track 1) the number of people who clicked on a particular registration link (you can create as many unique links as needed for various campaigns), and 2) the number who registered for the webinar from that link.

  • WhyWebinar Metrics Example is this important?
  • How do you know if you’re hitting your target audience?
  • What percentage CTR should you expect?


Let’s take an email campaign for example. Our benchmarks (your stats may vary) indicate, if you start with a matched demographic of 50,000 names that are aligned to your target audience, 1.5 percent of that group – 750 people – will make it to your registration page. Of those who come to your page, the ratio of those who register for your webinar, called the Click Thru Ratio (CTR), is the most important metric to predict outcomes. If you get 33 percent (or 250 people) of your landing page visitors to register, it’s a good indication you’re connecting with your audience. Usually about 40 percent of registrants actually attend the live event.

Webinar CTRs

Here is a chart that summarizes these metrics. This does not account for the additional on-demand recording audience that could drive the number of people who saw your webinar up from 10 percent to 100 percent!

More on this subject at Guest post: Top Three Metrics for Webinar Lead Generation.

New Functionality for ReadyTalk for Salesforce Users

Over the past few weeks, we have released several updates across our ReadyTalk core product, Outlook Scheduler, and Salesforce application to create additional efficiency between these three platforms.  These enhancements are mainly focused on a collaboration user, like a salesperson, but also benefit a marketing user, like a webinar organizer.

ReadyTalk for Salesforce Application Updates

  • Map post-event survey questions and responses for a webinar to the ReadyTalk Meeting Member Record

    • This data can be used as an additional lead qualification data for more targeted sales follow-up

Sync post-event survey data with Salesforce

  • Chatter Integration

    • Allows a user, like a salesperson, to have visibility into a prospect's webinar and recording playback activities from their Chatter Feed
  • Permission-based view of the application based on user type

    • Enables a more streamlined view of the Salesforce application for collaboration users
  • Case Integration

    • Ability to start or schedule a ReadyTalk meeting or initiate an invitation to playback a ReadyTalk recording from the Case Record
  • Support for Salesforce Group Edition

    • Sync webinar and recording data, start or schedule a meeting from the Contact or Lead record, and more
    • Check it out!

Check out our listing on the AppExchange to install the app or upgrade to the latest version.

Conference Center Updates

  • Create Default Settings: A user can now save default settings for emails and registration pages, saving time for both the collaboration and marketing user

    • Customize your registration page and event-related emails with your company's header image

      • Asking the same set of registration questions for every meeting or webinar? Now you can set up the registration questions once, and forget about it!

Create default meeting settings

 

  • These features are available and ready to use, just check out the Settings section when you sign into Conference Center

ReadyTalk Scheduler for Outlook Updates

Check out the latest features and let us know what you think!