The document provides tips on running a successful webinar marketing campaign using ZoomInfo. It discusses identifying buyer personas, segmenting existing data, improving outreach efforts, creating relevant content, keeping registration simple, and executing a successful follow up strategy. ZoomInfo can help with each step by analyzing data to identify buyer personas, segmenting contacts, ensuring accurate contact data for outreach, replicating past successful content and audiences, integrating registration data, and providing follow up contact data. The goal is driving targeted registrants and qualified leads through understanding audiences and executing the full campaign process.

1. How to Run a Successful
Webinar Marketing
Campaign Using ZoomInfo

2. 2How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
table of
contents
Why Are Webinar Campaigns Important? 3
Why Do Webinar Campaigns Fail? 4
How ZoomInfo Can Help Your Organization Run a Successful Webinar Campaign 5
1. Identify Your Buyer Persona Profiles 6
2. Segment Your Existing Data 7
3. Improve Your Outreach Efforts 8
4. Create Relevant Content 9
5. Keep Registration Simple 10
6. Execute A Successful Follow Up Strategy 11
Conclusion 12

3. 3How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
Why Are
Webinar
Campaigns
Important?
Webinars are a great way to generate more leads for your organization and provide you with an
opportunity to educate people about your products and services, as well as position yourselves
as thought leaders in the industry. Although webinars take time and effort on your part, the
preparation time is far less than hosting a physical event, they’re more cost effective, and you can
repurpose the content.
In fact:
67%
67% of buyers attend
webinars when researching
B2B purchases (source:
Content4Demand)
Webinars rank in the top
three for content format
and are among the most
popular type of content for
engaging prospects (source:
Content4Demand)
87% of pre-registrants only
view the webinar on demand,
while 13% view both the live
broadcast and the on demand
webinar (source: ON24)

4. 4How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
Why Do
Webinar
Campaigns
Fail?
Pre-webinar
- Not targeting the right people
- Not inviting enough people
- Form abandonment
- Irrelevant content
During webinar
- Too long in length
- Not staying relevant
- No audience participation
- Too sales focused
Post-webinar
- Poor follow up execution
- Poor sales enablement
- No sales & marketing alignment
- Doesn’t relate to buyer need

5. 5How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
How ZoomInfo Can Help
Your Organization
Run a Successful
Webinar Campaign

6. 6How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
What are buyer persona profiles?
Buyer personas are profiles of your best
customers. In order to determine who to
target and the best way to speak to these
people, you need to identify your buyer
personas. Uncovering the characteristics of
your best buyers is critical for developing
targeted webinar content and sales follow up.
To identify your buyer persona profiles, speak
with your sales, marketing, finance, and client
services team and use your existing data to
validate.
Buyer persona profiles help you:
Fuel your funnel with new contacts
matching the characteristics of your best
buyers
Send relevant messages to leads
and prospects, improving your marketing
campaigns and response rates
Build targeted lists for prospecting,
helping you reach decision makers faster
Shorten the sales cycle and increase
revenue
1.
Identify Your
Buyer Persona
Profiles
How ZoomInfo can help:
ZoomInfo can analyze your existing data to uncover your best buyers. The analysis will break
down your data by job title, job management level, company size and revenue, industry, and
more. Once your buyer persona profiles are identified, you can then use ZoomInfo to fuel your
funnel with new, targeted contacts matching the characteristics of your best buyers to improve
campaign success. If you’re missing key information or your data is out-of-date, ZoomInfo will
fill in the missing information and update contact records in order to analyze it.

7. 7How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
In order to increase engagement and boost
the number of relevant registrations, you need
to slice and dice your existing data so you
can create targeted webinar topics for your
different segments. When you’re developing
different topics for your segments, consider
the following:
• Title, job function, management level,
company size and revenue, industry
• Characteristics and common trends of
contacts within each segment
Understanding what’s important to your
target audience, including their pain points
and things they worry about, is important
in topic creation. The more valuable a topic
is, the more targeted your audience will be.
Attendees like topics with depth that they can
learn something valuable from.
Always remember, webinars aren’t to sell to
people (unless it’s a product specific webinar
and it’s clear to your audience). Webinars are
to position your organization as a thought
leader in the industry.
2.
Segment Your
Existing Data
How ZoomInfo can help:
ZoomInfo can analyze your existing data and segment it into different buyer persona profiles,
ensuring you’re promoting your webinar campaigns to a targeted audience. Doing so will boost
the number of targeted registrants and fuel your funnel with hot leads for your sales team to
follow up with. Using ZoomInfo you can also replicate past campaign successes by fueling your
funnel with new, targeted contacts with similar characteristics to your best buyers.

8. 8How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
Promoting your webinar is an essential part
of driving registrants. Depending on your
webinar objectives, the promotional aspect
can vary, but in most cases the goal is to
generate as many relevant registrants as
possible.
Multi-channel Webinar Promotion:
Email Campaign: Creating an email
campaign to promote your webinar is critical
to driving relevant registrants. Your emails
should be deployed to the appropriate
segment and the topic should be targeted
towards your contacts in that segment.
The email campaign typically includes an
announcement, one or more reminders to
maximize registration, and a reminder to
those who registered to ensure they attend.
Social Media: Use your social media
platforms to spread the word about your
webinar, such as Facebook, Twitter, LinkedIn,
and Instagram.
Online Paid Advertisements: Utilize online
paid advertisements to help get the word out
about your webinar.
Sales Team Promotion: Ask your sales team
to promote the webinar to their prospects and
customers via email. Also ask them to post
about the webinar on their personal social
media sites to help increase reach.
3.
Improve Your
Outreach
Efforts
How ZoomInfo
can help:
ZoomInfo can ensure your contact
database is up-to-date by filling in the
missing holes and plugging the gaps. Doing
so ensures your emails are hitting
the inbox of your contacts and
you’re segmenting your
database as efficiently
as possible.

9. 9How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
Turn your insight into action when developing
webinar topics. Keep your buyer persona
profiles in mind and talk to your sales team for
topic ideas as well. Your sales team is facing
prospects and customers on a daily basis so
they can provide helpful insight.
When preparing your webinar content,
stay true to the buyer persona profile
you’re targeting as well as the topic you’re
promoting. This is not only a webinar best
practice, but it’ll increase engagement as well.
If attendees don’t find your
content relevant, they’ll start
to drop off. Get the most out
of your webinar campaign by
delivering value around the
topic you promised to drive
them there.
4.
Create
Relevant
Content
How ZoomInfo
can help:
ZoomInfo can analyze data from
successful campaigns in the past and help
you replicate successes. For example, if
you ran a successful webinar around how
to execute a data-driven content marketing
strategy last month, ZoomInfo can help
you duplicate your successes by fueling
your funnel with new, targeted contacts
similar to those who attended your
successful webinar.

10. 10How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
The goal of a webinar is to attract the right
registrants and then maximize attendance
on those people. Registration is an important
step in the process because it’s the first
opportunity to capture a registrant’s
information, however if you overdo it, you’ll
lose people. Many times the forms on
registration pages are too long resulting in
form abandonment. So, how do you shorten
these forms, but still capture important
contact and background information?
5.
Keep
Registration
Simple
Joe Smith
JSmith@business.com
Business Inc.
Joe Smith
JSmith@business.com
Business Inc.
555-123-4567
CEO
Los Angeles, CA
VS.
How ZoomInfo
can help:
ZoomInfo FormComplete is the solution
to shorter forms, while still gathering
important demographic and firmographic
information without asking for it. Using
ZoomInfo’s Growth Acceleration Platform,
you can keep your forms to 3-4 fields
and still capture other information such
as first name, last name, company, title,
management level, phone number, email
address, and more. FormComplete captures
this information and integrates it directly
within your CRM instance.

11. 11How to Run a Successful Webinar Marketing Campaign Using ZoomInfo
You can’t close business without a follow up
strategy in place. In addition to sending all
registrants a “thank you for registering” email,
sales and marketing need to work together
to determine who should continue to be
nurtured. Additionally, SDRs should follow up
via phone call, especially with those registrants
who asked questions during the webinar. You
should also incorporate an account based
marketing (ABM) strategy in your follow up
by using webinar attendees as triggers and
calling other relevant people within their
companies.
6.
Execute A
Successful
Follow Up
Strategy
How ZoomInfo can help:
ZoomInfo can make sure your sales team is armed with accurate contact and background
information on all webinar registrants before picking up the phone. ZoomInfo can also help
you incorporate an account based marketing strategy by providing you with additional contacts
within companies to call.

12. Knowing and understanding your buyer persona profiles is critical in driving targeted registrants for your webinar
campaigns and executing it successfully from start to finish. By understanding your buyer persona profiles and
segmenting them out properly, you have the ability to target your different audiences with content they’ll find
useful, which results in a list of qualified leads that are ready to be followed up with by your sales team.
Do you need help executing a successful webinar campaign?
Contact ZoomInfo today at www.zoominfo.com or call 866-904-9666.