Most marketers running webinar programs look at how many people are watching their videos and webinars. Some look more specifically at who is watching. The ones who are best at tracking marketing ROI look at which of their viewers go on to buy their products and services. What do you focus on when tracking webinar metrics?
Here’s an overview of the ultimate webinar marketing KPIs based on conversations with top b2b marketers:
Opportunities and revenue
Our most sophisticated clients have their webinar viewing data integrated with their marketing automation or CRM systems so that the moment a potential buyer finishes watching a video or webinar, their sales team knows it and can take action.
They have reports and dashboards showing which contacts have watched their content and which of those have bought their products or services. When they report the results of their video and webinar programs they show their bosses how much revenue the program contributed and which new clients came from it. We hear ROI stories going into the millions and tens of millions of dollars but you’ll never know if you don’t track it.
Views are an interesting measurement if you’re creating ungated content on YouTube or Vimeo, but if you’re using your content to generate demand, consider tracking your metrics to a deeper level. Instead of looking at how many views a piece of content has garnered, start measuring viewers. Better yet, measure how many people are subscribed to your content and start looking at their demographics to see how many of them fit the personas of your target buyers.
Measuring the relevance of content is crucial to determining how well you’ve matched up your marketing strategy with your buyer personas. Use analytics to see which videos or webinars created the most opportunities for your sales team and which attracted the right audience. As you know, creating good content means having a specific target audience in mind, but sometimes a topic or presenter simply doesn’t resonate. Keep an eye on trends to make sure you’re creating the right content that generates interest from the right people.
Take advantage of the tools at your disposal and ask your audience what they want to hear about through surveys and polls. You should also make sure your content maps to your buyers’ personas so that you’re presenting information to everyone involved in the buying process and catering it to their specific interests.
Tracking these metrics will help you to optimize your content marketing campaign by clearly determining which content is most effective at turning viewers into buyers and, in turn, growing your revenue.