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Marketing Challenge

 

Our marketing team was faced with a challenge; team members were spending valuable time combing through post-webinar data in order to complete follow-up with 1,000+ webinar attendees. Not only did this take a lot of time but the process was prone to human error, which left attendees without the information they had requested or with incorrect information.

 

Goals

 

The goal of this project was to automate webinar follow-up by utilizing information passed via Custom Data Objects from On24 to Eloqua. We wanted to take human hands out of the process to increase accuracy and speed of communication, while still capturing valuable attendee preferences for campaign segmentation. We also wanted to create a process that was scalable and easily repeated going forward.

 

Benchmarking

 

We benchmarked our current state by recording webinar follow-up time, which was recorded as two full days for a webinar of 1,200 attendees.

 

Campaign Implementation

 

Our first step was to work with On24 in order to map Custom Data Objects fields between On24 and Eloqua. We pulled in the data that was important to us for follow-up, including:

  • Webinar live attended minutes
  • Survey Responses
  • Questions asked during the webinar

 

After we created the CDO's in Eloqua, the team at On24 helped us map them to On24 data.

 

Once integration was complete, we created a webinar campaign in Eloqua and added the post-webinar processing steps, which we configured to interrogate the Custom Objects, and filter attendees based on the data.

 

For example, we included a step to evaluate whether attendees were eligible for recertification credit through a major certification provider in our industry. The provider requires webinar attendees to watch at least 75% of the webinar to receive 1.0 hour of recertification credit.

 

We automated this process by adding an evaluation step after the webinar:

 

This step evaluated all webinar attendees and whether they had attended the webinar for 30 minutes or more. If they had attended for 30+ minutes, they automatically received a "Thank You" email including the code needed to redeem for credit. If they didn't attend for 30 minutes, they received a "Thank You" email without credit info.

 

We used a similar process to automate responses for product information and Q&A alerts. If an attendee asked a question during the webinar, they were sorted into a campaign that sent them an automatic email to thank them for their question. Our product specialist team then also received an email alert letting them know that a question had been submitted, which helped them increase follow-up speed.

 

Marketing Cloud Course

 

There were several course that were essential in helping to create this program: B2B: App Cloud, B2B: Integrating Custom Objects with Campaign Canvas, and B2B: Effective Marketing with Custom Objects. These courses provided the foundation to realize what was possible and implement the plan.

 

Impact of Campaign

 

This campaign reduced our webinar follow-up time from two days to 45 minutes, which is the time it took for the data to be collected and automatically send responses. Not only did this free up staff time and increase efficiency, it also helped us demonstrate the power of automation to internal stakeholders.

 

Going forward we plan to use CDO data acquired during webinars to further customize the attendee journey into custom campaigns. For example, after every webinar we ask attendees if they would like more information about specific products. Using CDO's acquired from On24, we can now automate the process of moving attendees into specific nurture campaigns based on their response. Since the attendee is self-identifying their interests, we are able to automate the process of delivering the right message at the right time.

 

We also plan to use CDO's to leverage attendee preferences in another way, where attendees are less explicitly selecting their preferences.

 

Our webinar presentation includes a Resource Library as part of the webinar console, and we are able to capture data on which resources the attendees have viewed during the webinar. We plan to use the information about which resources an attendee accessed in order to determine product preference. This will be a way to truly maximize the data collected during webinars. Although the attendee isn't specifically requesting information, we can take their implied interest into account for future campaigns.

 

Conclusion

 

This project demonstrated the power and flexibility of CDO's. As Modern Marketers we are always seeking new ways to deliver the Right Message, to the Right Person, at the Right Time. The more information we can capture about preferences, the easier it is to deliver targeted messages to our audience. Webinars are a classic lead generation tool, and by capturing preference information within webinars, we can further segment attendees and automate the follow-up process.

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