3 Tips for Getting Better Insights from Webinar Attendees


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Marketers love and use webinars because of the rich data they supply on webinar registrants and attendees. If you acquire the right data and know how to use it, you can score leads more accurately and efficiently. This paper offers webinar strategies to help you acquire the data you're looking for from each attendee and to help you use that data most effectively.

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3 Tips for Getting Better Insights from Webinar Attendees

  1. 1. Better insights Solutions Brief3 tips forgetting betterinsights fromwebinarattendeesA guide for marketers on how tocapture and use useful webinardata to score leadsgotowebinar.com
  2. 2. Better Insights Solutions Brief 2A webinar is an ideal medium for attracting a targetedaudience and presenting that audience with amessage. However, the technical platform used tohost webinars also provides a way to acquire valuableinformation about individuals in the audience.A good business-grade webinar platform will measure and report a number ofaudience parameters, such as: total individuals registered, number who attended,attendance rate, average attendance duration, average attentiveness, points inthe presentation where attentiveness changed, average attendee interest rating,response rate to polls, number of questions asked and end-of-webinar surveyresponse rate.This aggregate information provides valuable insights into audience receptivenessto topics and ideas, quality of the presentation and particular aspects of apresentation. If you have a good presentation and have done a good job ofattracting and filtering your audience prior to the presentation, this information canserve as an insight into market attitudes. The results can also be very useful inrefining messaging and building out additional communications strategies.Additionally, there is a great deal of useful information that can be learned aboutindividual webinar attendees. For instance, during the registration process, youcan obtain personal information like name, job title and contact information. Youcan also capture information about whether individuals actually attended or wereclassified as no-shows, when they joined and when they left the presentation, Webinars are an incredibly efficient wayquestions they asked or answered, their poll participation, their general to generate business.attentiveness level and changes in their attentiveness through the presentation. They are extremely powerful tools. ForThis information can provide insights into the value of attendees as leads, and it example, in Januarycan be used to personalize follow-up communications. 2011 we had sales of $250,000 fromCollecting actionable business information about a target audience depends on just seventwo things: fully engaging with an audience to create “measurable moments” and GoToWebinar events.using the features and capabilities of a webinar platform to effectively capture Lewis Howesthe data. President and Co-founder www.lewishowes.comEngaging and measuring the audience Inspired Marketing LLCAudience engagement is incredibly important for two reasons. First, it keepsthe audience attentive and attuned to your message. Second, more interactivityprovides more opportunity to analyze the audience.To engage an audience, you must first attract the right people to your presentation.This involves knowing your audience and what they are looking for, then presentingyour subject matter in a context that is valuable to them. Once you attract theaudience, you need to retain them so you have many opportunities to measuretheir reactions to your presentation. Audience retention depends on using bestpractices to deliver a compelling presentation that lives up to expectations raisedduring the promotion phase.gotowebinar.com
  3. 3. Better insights Solutions Brief 3Now let’s assume you’ve successfully attracted the right audience, and you’ve gota spellbinding presentation. From the moment a webinar attendee registers, theyare providing information that is valuable at two levels: First, as part of an audience,they are saying something about how receptive the target population is to thetopic and key messages. Second, as individuals, they are saying something aboutthemselves and their own interest in the topic.A good webinar platform has interactivity features that create opportunities for theaudience to respond to the presentation, capture audience activity and report allthis information in ways that are useful to marketing and sales.Platform features that support interactivity include chat (or instant messaging), Q& A and polling. A poll can be used to alter the rhythm of a presentation, introducea new topic, gauge audience attentiveness and assess the engagement ofindividual audience members. Here are some ways these features work to create“measureable moments” during a presentation:• Chat: Chat provides insight into the intent of the person who writes it, and that intent typically relates to what is happening in the presentation when the chat occurs. While the presenter is speaking, a colleague can post comments and questions, and attendees can do the same. Chat can be used to make an offer, such as to send links to related information, and responses can say something about group attentiveness as well as the specific interests of individuals who respond.• Q & A: Questions posed by attendees provide insight into their specific concerns. However, questions from webinar organizers also work to increase audience interest, and the answers given by attendees provide information about We get better leads what interests specific individuals. Presenters should pose questions regularly. from GoToWebinar Encourage attendees to ask questions so speakers can respond verbally in real- events because people time. A moderator can answer housekeeping questions directly while passing on choose to be there. I’d rather have 20 people content-related questions to the speaker to address for all attendees. on a free webinar who have self-selected to• Polling: Polling mixes up the webinar format and provides an action for the attend versus 300 audience to complete. It provides real-time audience feedback while keeping the people in a meeting room who are just audience engaged. Polls also provide information about how individuals stand there randomly. on a particular question. One great strategy is to poll on a question from an industry survey and then show audience results alongside survey results. Bryan Clontz CEOSo where do you find this information on audience attentiveness? Leading Charitable Solutions, LLCwebinar platforms offer an audience attentiveness dashboard within the solution.Attentiveness ratings show the percentage of attendees who are actively clickedon the webinar window rather than on other windows open on their computers,implying that they are following the presentation rather than being diverted by websurfing or reading emails. Interest ratings measure each attendee’s behavior andlevel of engagement through their clicks, attentiveness, questions asked, questionsanswered and chat messages. This feedback not only helps presenters modulatetheir presentation, but it also provides valuable insights into how individualattendees respond to different parts of the presentation.gotowebinar.com
  4. 4. Better insights Solutions Brief 4Simplifying audience data capture GoToWebinar is allowing us to be moreThe best way to capture lead-level analytics is to transfer captured information scientific with marketingdirectly to individual attendee records in sales automation and lead management rather than just hoping that it’s working.solutions such as Marketo, Eloqua, Hubspot, and Pardot. True business-grade GoToWebinar featureswebinar solutions, such as Citrix GoToWebinar, offer application program interfaces such as audience(APIs) to simplify the transfer of attendee information and analytics from webinar polling, exit surveys and automated email follow-reports into lead and sales management solutions. ups make it possible to deploy our marketingPIs are applets that any non-technical person can set up. When they are set up, 2.0 methodology.they automatically feed information from the webinar software to the marketingautomation solution. The interfaced systems create new contact records for Connor Jordan Marketing Director andattendees who are new prospects and update existing prospects’ profiles with Social Media Managervaluable metrics like attentiveness and interest ratings. The availability of Competitiveoff-the-shelf APIs can be a huge time-saver in automating the capture of Solutions, Inc.webinar analytics.Leveraging audience dataAnalytical reporting from a webinar provides a great deal more than feedback onthe effectiveness of a presentation. Webinar analytics show how the market reactsto presentation content. They also provide valuable attendee-specific informationthat can increase the effectiveness of any lead-nurturing activity.Consider these examples that show how individual information can personalizefollow-up contacts:• The highly engaged attendee. Jane Smith registers and stays engaged throughout — and even asks a question. In fact, she submits a question prior to GoToWebinar is an the event, posts a comment after slide 12 and logs off after the last slide. Based incredibly effective sales on all the analytics gathered on Jane Smith before and during the presentation, tool, and we’ve found that approximately it is be possible to draft this kind of follow-up: “Thank you for your participation 50-70% of our webinar and for your great question. I have some additional information on that topic that attendees convert to might interest you, as it is specific to your business. Can we schedule a call to paying customers. discuss this week?” Daniel Miller Sales Manager• The no-show. Tom Sawyer registers but fails to show. There’s very little that Benchmark Email can be learned about Tom Sawyer from this level of interaction, yet it is still possible to create a personalized follow-up like this: “We missed you at our recent webinar. You might be interested to know that the audience found one topic particularly valuable. Did you know that…? We recorded this presentation, so here’s the link to the recording.”Of course, in order to take full advantage of the information that a business-gradewebinar platform is able to capture, the platform must have reporting capabilitiesthat provide data in understandable and actionable formats. This is especiallytrue for the detailed information that is captured on every attendee. If a webinaraudience numbers in the thousands, the presentation produces enormousamounts of attendee-level analytical information — making APIs very valuable.gotowebinar.com
  5. 5. Better insights Solutions Brief 5 Conclusion Taking full advantage of a business-grade webinar solution can turn a webinar into a powerful lead-qualifying and nurturing tool. The key to realizing the greatest lead-nurturing value from webinars is fully engaging the webinar audience and effectively capturing audience analytics. Resources for achieving business agility For more white papers, case studies and on-demand webinars, visit news.citrixonline.com/resources. For best practices, company announcements and research about modern work styles, please visit the GoTo Blog at blog.citrixonline.com. North America Europe, Middle East & Africa Asia Pacific Citrix Online, LLC Citrix Online, UK Ltd Citrix Online, AUS Pty Ltd 7414 Hollister Avenue Chalfont Park House Level 3, 1 Julius Avenue Goleta, CA 93117 Chalfont Park, Gerrards Cross Riverside Corporate Park U.S.A. Bucks SL9 0DZ North Ryde NSW 2113 T +1 805 690 6400 United Kingdom Australia info@citrixonline.com T +44 (0) 800 011 2120 T +61 2 8870 0870 europe@citrixonline.com asiapac@citrixonline.com About Citrix Citrix is transforming how people, businesses and IT work and collaborate in the cloud era. Its portfolio of GoTo cloud services enable people to work from anywhere with anyone by providing simple-to-use cloud-based collaboration, remote access and IT support solutions for every type of business. Learn more at www.citrix.com and www.citrixonline.com. © 2012 Citrix Online, LLC. All rights reserved. Citrix, GoToAssist, GoToMeeting, GoToMyPC, GoToTraining, GoToWebinar, Podio and ShareFile are trademarks of Citrix Systems, Inc., or a subsidiary thereof, and are or may be registered in the U.S. Patent and Trademark Office and other countries. All other trademarks are the property of their respective owners.9.21.12/B-86527/PDF gotowebinar.com