One of this year’s marketing initiatives is to produce quality and engaging video content that can be leveraged for lead generation and repurposed as follow up material to be sent by our account executives later in the sales process. I was tasked with managing a webinar we are hosting in partnership with a global research advisory firm.
The webinar posed two primary challenges:
- It was decided it needed to appeal to both a sales AND marketing audience, which meant the messaging had to be tailored and segmented correctly to ensure the right persona got the messaging that was appropriate for their role. – Which meant our campaign needed to have accurate segmentation and messaging.
- Coaxing registrations for long-form video content (and live content at that!) is becoming more challenging as our target audience already has a full plate of responsibilities. – Which meant our campaign needed to provide multiple opportunities for our target audience to register.
Measuring Success (in Registrations) by Evaluating Current State
I have been with my current employer for just under a year, so I had not taken part in any webinar campaigns until this point. Working with my colleague, we determined a relatively simple (but effective) way to determine if our marketing efforts for this webinar were successful – how many registrations we could generate from our target audience, compared to similar webinar campaigns that were run in the past. In our case, our previous webinar series have had an average of 20-40 registrations. This was obtained primarily through the email channel, and marketed to a relatively small audience of several thousand. We set our benchmark for success that any registrations over 30 would be considered a success.
The webinar campaign is configured as a single campaign in Eloqua with two different segments. Here are the key components of the campaign configuration:
- Two different segments – one for marketing and one for sales. To ensure the right titles were included in our audience we utilized a combination of DiscoverORG and existing Salesforce data. I utilized the “compare contact field” criteria in the segment builder and excluded several companies to ensure that competitors and other analyst firms would not receive any marketing emails related to this webinar.
- 2X Registration Emails Per Segment - I wrote two different sets of emails that contained different value propositions based on who the email was sent to. After evaluating if a form submission for the webinar took place, after one week that segment would receive another email with a different set of value propositions encouraging them to register.
- 1X Last Change to Register – Utilizing the Scheduling tab in the email configuration on the campaign canvas, both segments would receive a “last chance to register email” one day before the webinar was due to take place. (Historically we would receive an influx of registrations the closer the date is to the webinar taking place.)
- GoToWebinar App for Evaluation – Utilizing GoToWebinar’s integration with Eloqua, I set an evaluation that anyone that attends the webinar for more than 10 minutes will receive a “Thanks for Attending” email and anyone that was a no-show or less than 10 minutes would be acknowledged with a “Sorry We Missed You” email.
- Dynamic Content for Follow Up – This is the part of Eloqua’s functionality that gets me most excited. For attendees who were evaluated to have “attended” in the previous step, I created a dynamic content rule that would evaluate their persona field in their contact record that would then include an educational e-book that was most relevant to their role.
What Marketing Cloud Courses Did I Benefit Most From?
There are 3 courses that benefitted me most for the design and creation of this campaign.
- Advanced Segmentation – To ensure I am reaching the correct audience
- Personalizing Campaigns – To ensure that the campaign feels engaging and to drive better response rates
- Advanced Editing and Form Processing – To ensure the necessary data is being captured, and to send notifications to sales when new registrants are added.
So far the webinar campaign has been a big success. We are still a week away from the broadcast, and we already have 52 registrants (success was defined to be anything over 30 by the day of). When evaluating the form submissions, we have a good mix of current opportunities, existing customers, and net new contacts. Several of our largest opportunities have shown significant interest in our webinar campaign, with multiple contacts from the same company registering. I attribute this success to utilizing Eloqua’s easy to understand campaign canvas, and the amount of options I have at my disposal to ensure every person in the segments has an engaging campaign experience.
For Next Time
For another webinar campaign, I would like to make two changes. (Given more time and resources)
- Use even more targeted segment criteria to have greater personalization in messaging.
- Utilize dynamic content in the email bodies more than just for post-webinar follow up.