Is your webinar program healthy? In order to make business decisions related to your company’s webinar program, you need to have a holistic view of webinar success across all of your company’s business units. If you are able to quickly identify characteristics of successful – or unsuccessful – webinars, you can make more informed business decisions on what webinar communications to send to specific segments.
We have been utilizing the ‘Webex Event Registration’ cloud connector on the Eloqua canvas to register contacts targeted through Eloqua emails. We have been running into issues with different business units and regions wanting to utilize the connector for webinars on the same days, to subsets of the same customer list. To avoid list exhaustion and minimize competition within our own list we needed to create a holistic snapshot of the webinar program to pinpoint successful campaigns. Once we had this data easily available, we were able to make better informed business decisions on what types of webinars to prioritize when business units and regions proposed competing communications. To create this snapshot, we wanted to gather who is registering, who is attending, their region, and a description of the campaign or webinar.
Our old process was a manual pull of webinar data from the WebEx site. An overview of all webinar campaigns was not available to us in Eloqua. We were already utilizing the Webex Event Registration cloud connector to register contacts for webinars, as well as the Webex Event Attended step – but did not have this data in a digestible format that could easily be shared with the client.
To move forward we needed to:
- Continue to utilize the Webex Event Registration connector per normal process
- Break out attendees and non-attendees for every webinar
- Include regional details associated with the webinar snapshot
- Include webinar name in snapshot
- Provide easy to digest report of registration details for every webinar
Design and Implementation of New Process
To create a snapshot of registration and webinar data, we implemented a change to the canvas build across all campaigns that utilize the Webex Event Registration step. The process change creates a report of the data that can be shared with the client periodically.
Normal Process – Contact goes through the Webex Event Registration step to register for the specific webinar. Transactional emails are sent from the form if outlined in campaign strategy. Contacts are then held in a wait step until 24-hour after the webex.
New Process – Create 2 forms that will house all of the data we want to capture. One for contacts who did attend a webinar, and one for contacts who did not. In both forms we captured email address, webinar name and region.
- After 24 hours – contact is sent to ‘Webex Event Attended’ step that sends contacts down a ‘Yes’ (contact spent more than 5 minutes in webinar) or ‘No’ (contact did not attend webinar) path.
- The two paths are directed to separate ‘Form Submit’ steps that reference the 2 forms we created to capture the details. In the step, we are specifying:
- Email Address – Contact Record
- Webinar Name – Static (should be the same for both path)
- Region – Static (should be the same for both paths, and depends on the webinar type)
Once the form is submitted for both paths, the contacts will either exit the campaign, be sent a thank you/missed you email, or continue to a separate journey as defined by the campaign strategy.
Now that we have the details captured in the forms, we scheduled a Form Submission Data report to deliver to the client on a weekly and monthly basis so they can review performance of the overall webinar program.
Example of campaign flow:
Capturing the details in a format that is easy to digest has allowed us a snapshot of overall webinar health that is easy to read and share. After weekly reviews of the snapshot so far, we have been able to pinpoint our most successful webinar overall, and write rules based on language to narrow our segmentation.
We noticed that a specific weekly webinar series consistently had a 75% rate of attendance. Because this rate was so high compared to webinars targeting the same region, we have given priority to this webinar series on a specific day of the week. This is the only webinar that can happen on the specific day, and any communications that promote the webinar are given priority over competing emails.
Through further analysis, we were able to put data behind a business decision to only promote webinars with emails written in the language of the webinar. We noticed that Spanish webinars being promoted with an English email had a lower attendance rate than Spanish webinars that were promoted with a Spanish email.
For future improvements of this process, there are opportunities to capture more contact level details in the snapshot. By including details like job title, persona, interests, or other fields used often for segmentation, we can have a quick view of the different contact profiles. Through this view, we can write better segmentation rules to target specific segmentation criteria for webinar topics that they are consistently registering for.
There is also an opportunity to create a more automated process by utilizing CDOs that pull in details related to the webinar rather than using static fields on the canvas steps. Setting up a more automated process will eliminate the opportunity for mistakes through a manual process.
Cloud Courses for Reference
B2B: Fundamentals of the Forms & Landing Pages
B2B: App Cloud
B2B: Basic Event Management