Close the Lead
There are two kinds of marketers: the ones with analytics in their bones, and the rest of us. When everyone’s talking about data-driven this and metrics-motivated that, what’s a qualitative marketer to do?
It’s time to take charge. Those marketers who bleed metrics know something the rest of us are just figuring out: when you look at it the right way, marketing analytics are like a game. Every time someone engages with your brand, they’ve moved a little bit closer to a purchase. When that prospect engages enough times, you know that lead is getting closer to a close.
That’s why webinars are our best tool to generate sales leads. From basic registration information (“demographic data”) to nuanced information about the things people do in the event (“behavioral data”), webinars offer a unique opportunity to collect all the metrics that matter to marketers.
We always recommend that marketers take advantage of that by adding as much interactivity and engagement as possible to their webinars. Build in downloadable resources like white papers, data sheets, and case studies. Integrate fun and informative video clips. Make your webinar interactive by mixing in polls and live Q&A. The more you include, the more data you can get from your events — and the more engaging your webinars will be for your attendees. How many opportunities do you get to execute full funnel marketing in a single 60-minute event?
You don’t have to dream in digital to learn how find the most valuable leads in your webinar audiences. All it takes is a little planning and you can close the lead.