Over 60% of businesses leverage webinars to fuel their lead-generation strategies. 38% of marketers believe webinars provide more leads than other channels.
Clearly, webinars are one of the most effective sources of marketing qualified leads, but how many turn into paying customers? And how can companies create a more effective pipeline?
The solution is data analytics, which gives you vital information about your leads and helps you turn MQLs into SQLs. To uncover how marketers can get more out of their event data and data for events, Hubilo's Director of Field and Product Marketing, Kathleen (Timbol) Abdeen, was joined by industry veteran Johanna Reyes, the VP of Segment Marketing at Bombora.
Here are the key takeaways from their discussion.
With such a dynamic market and evolving customer expectations, knowing what exactly strikes a chord with your target audience takes time. Industry leaders recommend gathering data to truly understand their target audience better and using it to guide their plans.
The key to converting your visitors into paying customers is identifying their pain points, showing them what you can do to address them, and ensuring a great experience. Data helps you get exactly what you need to know about your customers.
For instance, consider your content team, who receives valuable customer insights from this data, to create pieces that deliver your brand value and USP more effectively. Knowing what your customers love and interact with, you can precisely pinpoint the areas that help you nurture the relationship you build with them.
Event hosting platforms such as Hubilo help you gain access to this data and know what exactly your audience is engaging with. Or get their pulse to schedule further touchpoints.
Once you've captured the required data, the next step is to use this essential intent data. The most crucial aspect, however, is how you're using this data.
Johanna suggests the following steps to break down this overwhelming task:
Read and Learn: How to Harness Webinars for a 2X Pipeline Boost
By now, marketers know that personalization is crucial to getting even a hint of attention in all the noise. Personalization is how your audiences know you empathize and recognize them more thoughtfully.
To better personalize your next demand gen webinar or event, consider checking off these objectives:
It is also good to scan the email data to know whether they're engaging with the content and which subject lines appeal to them the most. Finding these answers will give you signals you can use to pivot during the activation stage, get the message across that they want to hear, and get them excited to join.
Quality lead generation can be challenging with webinars. Johanna suggests the following strategies for fewer headaches with lead-gen:
Arm your cross-functional teams to put the data to work. "One crucial aspect is inviting salespeople to listen to the webinar. This allows them to listen and identify the right product or service due to the questions that may be asked in the webinar," states Johanna. "Post-webinar, they can aggregate this data to activate the nurture in the right way. The timing is essential, and I do stress that because there are certain times when people want this beautiful package. You are a week after the webinar, and the data is now stale. We like to say that intent data is refreshed weekly, so it has the shelf life of dairy."
No matter what you want to know about your customers, the right way to do it is through data. We agree with Johanna when she says, "don't give up on data."
Visit Hubilo Insiders for the complete webinar, and check out the many more we have planned for event marketers and sales professionals like you.
Our webinar, The Secret Sauce to Successful Webinar Promotions, brings together two industry-leading experts, Jessica Connolly (Director of Events, Hubilo) and Taryn Pacheco (Head of Growth, Hubilo), who discuss what it takes to drive webinar attendance.
Discover how Hubilo's Webinar+ can help you 2X your pipeline