Increase Webinar registrations using Progressive Profiling & Personalisation
Campaign Initiative & Marketing Challenge
Due to the success of webinars we held in 2018, we decided to make them an integral part of our lead generation tactics for 2019. Our challenge was ensuring a way to maintain a high number of registrations per webinar and continue to produce valuable Marketing Qualified Leads (MQL’s).
To hold a webinar a month and not only drive registrations higher for each webinar but also increase the number of MQL's per webinar. (200 MQL’s a month from all lead generation tactics was the overall target. Webinars was a big driver for this).
Our benchmark will be based on data from our previous webinars. We will be comparing number of total registrations, number of new registrations, open rates and attendance rate. We look to improve with each webinar.
To help us with our goal I suggested the use of Progressive Profiling (PP) on our registration forms. PP is the process of collecting more data about your leads over time. It uses a dynamic functionality where leads are asked for certain data depending what we already have recorded for them in our database.
Step One: Including Progressive Profiling in your Form
We had templates created by our Eloqua Administrator that has certain features already implemented e.g. PP on a form. From the below screenshot you can see the PP is indicated by a light blue box and encloses the form fields: first name, last name, country, firm type, role type, company, job title and business phone. Email address is not included as this is used as the unique identifier for each contact that registers.
Step Two: Insert PP form into a landing page
Once the form is in a landing page we can test the audience view of the form. Image 1 shows what the form would look like for a prospect that we do not have in our database. All form fields are showing.
Image 2 shows what the form would look like for a contact that we have in our database but with incomplete data. We can see that we are missing data for country, firm type and role type.
PP works for our monthly webinars as we invite similar audiences. If contacts begin to register for more than one webinar they might become frustrated with having to fill in their details every time. Having PP allows us to minimise the time it takes to submit a form and therefore improve the visitor experience, gain buyer insight by slowly asking for more data with each form submission and increase registrations due to the fewer of number of fields there are to complete.
As we continue to gather more data on contacts, we can start to think about how we can use this information in future campaigns. This is where the course personalising campaigns came into mind. We can start to personalise webinar invites based on the data contacts have provided through the previous webinar form submissions. Providing a more personalised experience allows us to enhance and deliver a more unique experience. It shows we do go beyond the normal of mass inviting clients and really consider what our contacts are interested in.
However, we did experience an issue with the use of PP, whereby we were receiving several webinar registrations all of which had the same data except the email address. We soon discovered that contacts were forwarding the webinar invites on to colleagues. So, when the colleague goes to register via the forwarded invite, the form will identify them as the original contact it was sent to. Therefore, in some cases if we had several registrations with all the same data except the email address (due to it being outside the PP area of the form).
This is where data cleansing had to be considered to ensure we weren’t gathering the wrong data. We went through the registrations for the webinars were used PP and tried to identify how often this was happening. After seeing this occur on a couple of occasions, we decided to remove the fields; first name, last name and country out of the PP area. This means these fields will always show when you need to register and therefore ensuring the data is cleaner and correct.
Which marketing cloud courses have directly influenced this campaign?
Progressive Profiling, Data Cleansing and Personalising Campaigns
How has this campaign impacted your business?
The use of PP and personalisation has allowed us to:
- Gain better insights into our customers, which has also allowed us to provide a better marketing journey to our sales team. When sales contact prospects they can go straight into discussing how we can assist them instead of asking for all the data that we should already know.
- Increase registrations and therefore increase the number of MQL’s sent to sales.
- Improve relationships with prospects and clients which can lead to new/more business.