After the webinar has gone live, you’ll need to identify which registrants or attendees are sales-ready, which need more nurturing, and which just aren’t a fit. Here are my top three post-webinar priorities to begin your sales follow-up.
1. Send Thank-You Emails
The webinar was a huge success, you exceeded both your registration and live attendance goals, and your speakers and marketing team have given you kudos on a job well done. You also received some nice thank-you emails from attendees who appreciated what they learned at the webinar. Now it’s time to do some very important housekeeping to keep the conversation going with your audience.
In the thank-you emails, include a link to view the webinar on-demand and instructions on how they can receive more information. Whether you decide to host a recording of the entire webinar or use highlights as part of your nurturing campaign strategy, be sure to leverage the webinar recording as “the content marketing gift that keeps on giving.” It can be reused for other marketing purposes, including content for your website, social media channels, and blog.
2. Gather the Final Metrics and Analytics
In my first post on attracting your audience, I mentioned the importance of gathering and mining actionable life cycle intelligence to benchmark and predict outcomes before the webinar, including demographic information and the all-important “what do you want to learn from attending this webinar.” During and after the webinar, you will collect other data from online polls and surveys. This data reveals, both at the summary and individual level, how the webinar performed and how to best follow up with each attendee.
Your data collected during and after the webinar will come from either your marketing automation platform or your webinar hosting platform, or a combination of both. Pay special attention to the following key metrics during and after the webinar to benchmark performance and segment your follow-up actions.
3. Convert the Analytics Into Actionable Sales Follow Up
Using your unique qualification criteria and the key metrics/benchmarks outlined above, divide attendees into three categories: “sales-ready,” “needs nurturing,” and “not a fit.”
• Sales-Ready: These people asked directly for a sales meeting, requested a free trial or a demo, or asked for more information. They are ready to be contacted.
• Needs Nurturing: These people rated the webinar highly, want more information, and asked questions/had high participation during the webinar. They may not be ready to buy now, but they want to stay informed.
• Not a Fit: The people who aren’t a fit have profile data that is not compatible with your ideal prospect. This person could be a student or someone from an industry that isn’t a good candidate for your product or service, or maybe they rated the webinar poorly and didn’t find it of value.
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USING WEBINAR TO MARKET, CONVERT
Adapted from: Mike Agron, courtesy of convinceandcovert.com
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