How to Harness Your Webinar Engagement Data

 In B2B Engagement Marketing, Content Marketing, Uncategorized, Webinars

One of the greatest benefits of webinars is the high level of engagement data that they capture. This data is useful in providing valuable insight into your audience’s interests and pain points and qualifying prospects to accelerate sales cycles.

Here’s how you can use three different types of engagement data to improve your webinar programs and have more productive sales conversations.

Questions

Arguably the best indicator of an engaged audience, questions from attendees provide key information about the people watching your webinar.

Whether they’re asking more about a specific topic you covered or looking for more information on your company, it’s important to pay attention to all incoming questions, since they’re a direct line of communication to your customers’ top needs and pain points.

As an open forum for your audience to seek help with their challenges, your sales team can use these insights to tailor their conversations around how your solution can address your prospects’ pain points.

Questions also provide an arena for viewers to let you know what you can clarify or discuss in your presentation. For example, if you receive several questions around the same topic, you might consider discussing it in more detail or even creating a new piece of content around that subject.

If you can’t answer all of the questions submitted during the session, let your audience know that you will reach out afterward via email to address any remaining questions. This is a good way to establish relationships and boost credibility with your viewers.

Polls/Votes

Votes serve several important purposes in lead generation webinars. They allow you to ask customized questions to take the pulse of individual prospects, in addition to the audience as a whole. By asking strategic questions, you can uncover important nuggets of information for your sales team — without appearing overly intrusive.

Posing questions such as, “On a scale of 1-5, how would you rank the sophistication of your marketing technology stack?” or “Do you plan on increasing or decreasing your marketing budget next year?” can provide more context and help further qualify prospects.

Polls are also excellent tools for retaining the audience’s interest throughout the session by making your presentation more interactive. Because most people attend webinars while alone at their desks or on their commute, the experience can feel very solo. Polls boost the sense of community at your webinar, and helps attendees feel more tied to their peers.

screen-shot-2016-10-25-at-11-28-10-amPoll the audience at the beginning of your session to ease them into the presentation and get them involved early.

Viewing Duration

Measure how engaging your content is by tracking how long attendees watch your presentation and at which point they leave. You can then identify which audience members were most engaged with your content and factor that information into their lead score.

Also, like ratings or feedback, analyzing viewing times can help you determine which parts of your webinar did and did not resonate with your audience. Those findings can help you develop stronger, more relevant content.

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Always attach content (blogs, white papers, case studies, etc.) related to the subject you’re presenting on, as well as a link to your website so interested viewers can learn more about your products and services.

To learn more about leveraging these and other types of webinar engagement data, including feedback and attachments, download the full brief.

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