Guest post by Jason Kort, one of the forces behind Marketing Automation Times, a blog dedicated to covering the world of marketing automation.
Webinars have become a popular lead-generation tool for many companies as they are a great way to help educate customers on your product, solution, or service. A lot of time and energy is placed into planning, promoting, and hosting webinars however, many overlook key lead nurturing tactics after the webinar is completed. Marketing automation systems can help automate these tasks so you get the most out of your webinars. Here’s how:
Publish and track the content
After you record the webinar and place it on your website, a marketing automation system can email non-attendees a “sorry you couldn’t attend” email with a link to the file. The system can then track who visited the site and what content was viewed. The webinar can also be used as a lead generation tool for new visitors to your website.
Are they hot, or warm?
Lead scoring is an important element to any marketing automation solution and it can be used effectively to determine lead contact priority. Customers can be scored on both explicit behavior (registering for a webinar, downloading a whitepaper, etc) or implicit behavior (website visit, email click through, etc.).
Follow up quickly
Now that you have decided what leads are warm, hot, and cold—implement your sales plan. Marketing automation can set follow up tasks to your sales force and you can monitor progress and results.
Nurture the Lead
Create a lead nurturing campaign that will automatically work the leads you captured for the webinar. Monthly email campaigns will remind and reinforce registrants and attendees about your brand.
Most people register for a webinar because they are seeking to learn some good information versus a sales pitch. That useful content should not end at the webinar and should be reflected in your entire marketing automation campaign. It’s tempting to host a webinar and call it a day. Marketing automation will ensure your time and energy does not go to waste.
(Image credit: Thermometer, Hourglass)
What other ways do you use marketing automation to promote or follow up on your webinars?
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