Marketing Automation and Your Webinar Campaigns

If you’re a marketing automation user as well as a Modern Marketer who schedules or hosts webinars then this is for you. 

I have been spending quite a bit of time lately with clients who want to take full advantage of Oracle Marketing Cloud Eloqua and the power of marketing automation within their webinars.

In short, if you use a webinar host such as Citrix WebEx, GoToWebinar or ReadyTalk, you will be able to manage the majority of the process through Eloqua and in turn save time by creating a centralised communication channel.

Here’s a list of what you will need to do in your webinar platform.

  1. Create a meeting
  2. Start the meeting

Here’s a list of what you can do with marketing automation throughout one campaign:

  1. Invitations
  2. Confirmation emails
  3. Register to the webinar whilst capturing RSVPs (yes & no)
  4. Reminder emails
  5. Capture attendees
  6. Capture no shows
  7. Sorry we missed you emails
  8. Great to see you emails
  9. Create leads in your CRM

and so on…

As you can see, the heavy lifting is all but done through marketing automation.

The benefits to doing such events as webinars on Eloqua can be simplified down to three areas: lead generation, event management and brand consistency.

Lead Generation

As with the majority of your email marketing campaigns, your webinar campaign should be aimed towards driving prospects to engage – ideally through form submissions.

Webinars are the ideal opportunity. Why?

1. Webinars can accommodate large quantities of registrants through a broad but trending topic

2. There’s no commitment to a purchase

3. It’s basically free information from an expert or influencer in exchange for an email address.

Thanks to the powers of marketing automation you can generate leads from multiple channels.

Think email, CRM integration and social.

Leads can be built by automating form submissions into your CRM, sending contacts into lead nurturing campaigns or employing social sign on capabilities. On your webinar platform you would previously have had to export the data and re-upload them into each channel.

You can also set up external activities within your Eloqua profiler which is easy information a sales person can leverage. If a contact attends the webinar or is a no show the sales person already knows how to communicate with a prospect based off their recent engagement.

External Activities
Webinar Attendance

Event Management

How are you currently managing registrants? Are you sending follow up invitations or reminders or do you just rely on the first invitation for your contact to save the calendar invite?

The benefits to event management within marketing automation are substantial.

Firstly, you can easily filter in segments to target your prospects and customers for the initial invitations rather than manually having to upload a list.

For instance, you might like to invite those contacts who missed a face-to-face event that you hosted or keep it simple and just invite all contacts who have subscribed to your event email group.

Using marketing automation, you will be able to send follow up emails, perhaps to those contacts who didn’t open your initial invitation or maybe those that clicked on the invitation but forgot to RSVP.

Eloqua form processing and the campaign canvas within Eloqua really does all the work. You can push contacts along into their own RSVP lists so you know who to send reminders to, add contacts to a lead program within your CRM, update contacts profile information just to name a few. The screenshot below shows the power of form processing within Eloqua

Screen Shot 2016 04 28 at 12.56.15 PM

You might want to look at the integration points between your webinar platform and your marketing automation platform.

Eloqua and ReadyTalk for example have a great Applcloud integration. You can map out meeting information from ReadyTalk so it appears as a field merge within Eloqua.

These field merges save you time previously spent having to manually copy/paste information into emails and you can also be creative, such as using them behind buttons.

See below example, where with a click of the button the contact can join the meeting. There’s no need to create hyperlinks and attach them as once you have a campaign template saved you know the field merge will always be updated behind the button.

Screen Shot 2016 04 28 at 1.42.23 PM

Brand Consistency

Lastly, integrating marketing automation with your webinar platform means that you can stay consistent with your brand.

Most, if not all, webinar platforms will provide the option for you to send emails directly via the webinar. If you have Eloqua or a similar platform, then turn off this function.

Why? Because more often than not have no control over the design of the emails apart from including your logo as a banner.

It won’t take long to build emails within Eloqua that can be saved as templates. Your contacts will become familiar with your brands look and feel and so your emails for all events including webinars should be a reflection of this.

Your brand will also be reflected by registering contacts through your own landing pages and forms with the campaign canvas operating the registration process.

“A successful brand helps to communicate what your core product is, what sets you aside from your competition and should be applied consistently across everything you do.”Surefire Media

If you need a helping hand building out your next webinar campaign and you would like a helping hand, feel free to give the team at Marketing Cube a call and we’ll be happy to help.

In the meanwhile, please feel free to download the B2B Grande Guide to Content Marketing. Learn the key fundamentals when publishing content.