A couple of weeks ago Ken Molay wrote a great blog post, Conversion Features For Webinar Technologies. He expanded on a post by Brian Massey, which explores what features and experiences customers should expect from webinar vendors (among others).
Ken outlines the elements that he believes should be available to every webinar organizer and I agree. I also think the timing of this week’s launch of the Eloqua Cloud Connectors for ReadyTalk couldn’t be better, since it addresses and expands on many of Ken’s requirements.
Here are a few of his requirements that the cloud connectors address:
Allow Customizable Registration Pages. ReadyTalk’s registration pages are pretty flexible and allow event organizers to create as many 100 custom registration questions (warning: you should be careful about the number of questions you include since as the number registration questions increases the number of participants typically decreases). Customers, who use Eloqua, can now fully customize the registration pages to maintain a consistent look and feel with existing marketing materials.
Follow Lead Source Tracking From Start To End. ReadyTalk already had a built-in campaign tool for tracking where registrations were coming from; but this data lives outside of a customers’ marketing automation program. This is one of the reasons that the Eloqua Cloud Connectors for ReadyTalk are so powerful. I would also mention your registrants are cookied as well so you can track their digital body language – something a conferencing service does not offer.
Allow Total Control Of All Email. Not only does the Eloqua Cloud Connectors for ReadyTalk give you control of the look and feel of your emails, using Eloqua lets you automate the email processes so that after the event you can send emails based on actions customers took. For example, registrants that didn't attend can receive one email and those that did can receive another….and this process can be fully automated.
One thing that neither Brian nor Ken touched on is the need for these vendors to integrate with each other. Whether it’s out-of-the-box integration or the ability connect via an open API, the ability to move data seamlessly from one platform to another is essential. Eliminating manual spreadsheet works saves significant time and ensures the accuracy of data. It also makes actionable data available faster.
What other features would you like to see incorporated into your webinar program? Are there platforms you would like to see integrated?