As a marketer, you may have identified that webinars can be a lower cost, higher touch and more effective means to drive business. In fact, webinars typically offer an effective means to generate new prospects or move prospects further along the Sales & Marketing funnel.
Additional Benefits of Automating Your Webinar Campaign
- Streamlines the campaign creation process
- Speeds up the time it takes to pass leads to sales (sales become your new BFFs)
- Collect webinar data (participation, attendance and feedback)
- Incorporate registration, attendance and feedback into lead scoring
- Attract new prospects
- Move prospects further down the funnel
- Enable registrants and attendees to Go Social (i.e. Blog, Linkedin, Tweeter) to help you promote your Webinar
- Enable attendees and non-attendees with the ability to syndicate your content through attendees' social networks
- No delay in follow-up to those that have attended and not attended
- Use participation data to personalize follow-up to attendees
- Saves you time as you can avoid a spreadsheet nightmare
Best Practices: Automated Webinar Campaigns
Let's Get Started. Take a moment to review our set of recommended best practices to help you plan and deploy your next automated webinar campaign.
1. Standardize your process for planning and predicting the outcome of your Automated Webinar Campaigns.
- You can use the Campaign Planning Brief to standardize your planning process and the Automated Webinar Campaign Planning Tool predict the possible outcome (i.e. number of attendees, number of leads for sales, number of views of videos on demand etc. )
2. Standardize your execution steps for the before, during and after steps of your Automated Webinar campaigns.
- You can use the User Configuration Guide associated with the E10 BP Automated Webinar Campaign Template (coming soon) to determine the set of assets you will need to create the campaign within Eloqua.
3. Determine the number of invites you will need to send to reach your desired number of leads.
- First, determine the number of new of leads sales would like you to generate. Second, work back from the desired number of leads. If you have defined a sales accepted lead as an attendee to a webinar, you will need to your estimate both the registrants and attendance rates using the historical data from past webinars targeting the same audience to determine the number of invitees to invite.
Let's Apply - Your sales teams would like to receive at least 20 new sales leads each month. You are ready to launch a series of monthly webinars. Historically, you have reported a 65 percent registration rate (invitees to registrants) and a 35 percent attendance rate (registrants to attendees) for webinars targeting a similar target audience.
TIP: B2B Industry Standards: Predict 2-5% of those invitees will register; 75% of those registered for a fee based Webinar are predicted to attend; 40-50% of those reigstrated for free based Webinar are predicted to attend.
Out of 101 invites you should get 66 registrars for the Automated Webinar Campaign.
Number of Invites (Percent Registration Rate) = Potential Number of Registrants
Out of 66 registrants you should receive 23 attendees.
Number of Registrants (Percent Attendance Rate) = Potential Number of Attendees
Attendees (Percent SAL) = Sales Leads
*If you define an attendee as a MQL and sales accepts a 100% because of the webinar was a high level event targeting contacts with a certain Lead Score criteria.
3. Determine the appropriate frequency and cadence to send reminder emails to registrants.
We recommend that you send Send two reminders emails to registrants - one the day before the event and the second the morning of the webinar.
|Event||Event Date||Jan 26|
|Day-before event reminder email||Event Date minus one day||Jan 25|
|Still-time invitation reminder email||Event Date minus one week||Jan 19|
|Invitation email||Event Date minus two weeks||Jan 12|
4. Determine the timing of the follow-up email to attendees and non-attendees.
- Send follow-up emails to attendees and non-attendees (no-shows) within 24 hours after the live event. You will want to create two separate follow-up emails with the appropriate message for each group.
5. Establish a standard set of metrics to indicate the performance of your Automated Webinar Campaign.
- Make sure you have identified the proper Eloqua Insight reports and additional reports to gather from other platforms to give you a set of standard metrics.
Before the Webinar
- Number of invites sent
- Number of registrants
- Conversion rate (registration): invitees > registrants
During the Webinar
- Number of attendees
- Conversion rate (attendance): registrants > attendees
- Number of relevant questions
- Drop-off rate during the event
- Number of mentions and re-tweets on Twitter
After the Webinar
- Number of comments/likes/shares on LinkedIn, Slideshare and maybe Facebook
- Average ratings from the post-event feedback survey
- Number of new leads for sales - attendees
- Conversion rate (SALs): attendees > SALs
- Number of new inquiries for Marketing to Nurture - Non-Attendees
- Cost per Lead
- Number of new leads for Sales
- Number of View of On-Demand Video
6. Establish your ROI
- You can use the Webinar ROI tab within the Automate Webinar Campaign Planning Tool to establish a standard set of metrics and the actual costs associated with your Automated Webinar Campaign.
- What are data cards (aka custom data objects), exactly?
- AppCloud - Differences between Events Providers
- Automate Webinar Campaign Planning Tool
- How to Include Event Participation in your LS Criteria Event Participation Scoring Criteria
- How Many Webinar Email Invitations Does it Take to Get a Registration?
- Watch It: Driving Demand For Your Online Events
- E10 BP Automated Webinar Template & User Configuration Guide (coming soon)
- Installing the ReadyTalk Connectors
- Installing the WebEx App from the AppCloud
- Installing the Adobe Connect App from the AppCloud
- Installing and Using the Cvent Feeder
Client Success Stories