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using data for custom research and new content

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PLAYBOOK OVERVIEW

By utilizing polls, questions, and other interactive assets in your webinars, you’re able to capture more data on your attendee’s level of intent and interest areas while simultaneously gaining insights for new research, content, and messaging.

 

 

WHY SHOULD YOU USE THIS PLAY

 

To Easily Conduct Research

With a captive audience & interactive tools on your webinar, you can conduct research to uncover new data trends, insights, or simply to fuel your content marketing strategy based on the responses you get back. This enables you to spend more of your time actually using your research rather than spending hours and hours conducting 1:1 calls, putting together surveys, or trying to schedule meetings.

To Produce Custom Content

By taking the pulse of attendees on your webinar through questions, polls, and downloadable assets, you’re able to better understand what content your audience actually wants to see. Use your findings to create custom research reports, share insights with your audience, and refine the relevance of your go-to-market in association with marketing campaigns, partner efforts, PR, analysts, as well as your customers.

To Gain Live Intelligence

When you ask questions or polls during your webinar, it makes it possible to tailor or shift the focus of your webinar on the fly to better align to what your audience wants to see or hear about. This can turn your webinar from one that just focuses on topics at a high-level to one that goes into more detail where the audience actually wants it to go.

WHEN SHOULD YOU USE THIS PLAY?

Using your webinars to conduct research and fuel new content initiatives can be an effort spurred by a number of reasons. It may be time to reinvigorate your content, messaging, and persona strategies, or maybe you want to generate better engagement in your marketing campaigns overall. Or, there may be a need or want to discover new insights and trends, but you don’t have the resources or means to conduct more formal, survey-driven research.

STAKEHOLDERS AND ROLES

While utilizing webinars to gain better insights into trends and content themes may seem like a simple enough tactic, there are still a specific set of roles to consider. To ensure that you’re capturing data in the most efficient, natural way possible, a successful team should be made up of the following roles:

  • Webinar Presenter: to lead the conversations, ask the right questions, and guide and prompt the audience to respond to questions and polls
  • Webinar Producer or Technician: to set up surveys & polls and show questions and answers on screen in real-time
  • Marketing: to apply the insights gained in the webinar into their different campaigns, strategies, and tactics around content development and demand generation

HOW TO USE WEBINAR DATA FOR RESEARCH AND NEW CONTENT

With interactive tools on your webinar, you can conduct research to uncover new data trends, draw new insights from your audience, or fuel a content marketing initiative. Here are the steps you’ll need to take:

  1. Start by defining your topic — what’s your thesis or hypothesis? What are you trying to provide clarity on, validate, or uncover?
  2. Next, you’ll want to take your audience into account — Who are they? What do they care about? What questions will your webinar attendees be able to answer?
  3. Then, it’s time to integrate your questions into your webinar. Since you’re conducting this research in a webinar,, keep the questions straightforward and easy to answer in a short period of time.
  4. Remember, your audience is there to learn from you, so make sure the presentation is beneficial for them too.  Share real-time results or keep the number of questions to a minimum.

While utilizing webinars to gain better insights into trends and content themes may seem like a simple enough tactic, there are still a specific set of roles to consider. To ensure that you’re capturing data in the most efficient, natural way possible, a successful team should be made up of the following roles:

  • Webinar Presenter: to lead the conversations, ask the right questions, and guide and prompt the audience to respond to questions and polls
  • Webinar Producer or Technician: to set up surveys & polls and show questions and answers on screen in real-time
  • Marketing: to apply the insights gained in the webinar into their different campaigns, strategies, and tactics around content development and demand generation

With interactive tools on your webinar, you can conduct research to uncover new data trends, draw new insights from your audience, or fuel a content marketing initiative. Here are the steps you’ll need to take:

  1. Start by defining your topic — what’s your thesis or hypothesis? What are you trying to provide clarity on, validate, or uncover?
  2. Next, you’ll want to take your audience into account — Who are they? What do they care about? What questions will your webinar attendees be able to answer?
  3. Then, it’s time to integrate your questions into your webinar. Since you’re conducting this research in a webinar,, keep the questions straightforward and easy to answer in a short period of time.
  4. Remember, your audience is there to learn from you, so make sure the presentation is beneficial for them too.  Share real-time results or keep the number of questions to a minimum.

Here are some other things to consider as you engage in this play:

Data as content applies to every stage of the buyer’s journey.

  • As awareness to provide clarity on a topic to the industry
  • To up-level content for executive conversations
  • As a way of validating use cases for a product or service

Data-driven content and research has the legs to appeal to more than just your core audience. You can use your data in association with partner efforts, PR, analysts, and even your current customer base. The broader the audience that the data applies to, the more flexibility you have to refine it to speak to smaller, more specific segments.

Here are some other things to consider as you engage in this play:

Data as content applies to every stage of the buyer’s journey.

  • As awareness to provide clarity on a topic to the industry
  • To up-level content for executive conversations
  • As a way of validating use cases for a product or service

Data-driven content and research has the legs to appeal to more than just your core audience. You can use your data in association with partner efforts, PR, analysts, and even your current customer base. The broader the audience that the data applies to, the more flexibility you have to refine it to speak to smaller, more specific segments.

Ensure your data and angles are uniquely yours. Have a clear understanding of what you’re trying to provide clarity on, validate, or uncover with your research, otherwise it’s just content for content’s sake and audiences won’t have a meaningful reason to engage. Are you trying to validate a conversation? Start a new one? Or strengthen your place in a current conversation? Ensure your content can answer one of these questions.

Don’t stop asking questions. Even after a new asset has been created or a new finding has been found, you should never forget the importance of data in your marketing efforts. You can continue asking the same questions throughout your other webinars to build up your answers over time. You can provide data hits to the industry if your findings reveal salient insights. Or, you can just continue to refine your content and messaging across your campaigns.

Continue collecting data over time. For webinars with small sample sizes, those with different regional groups, and even for those targeted to different personas, titles, and roles, you can continue asking the same questions on your webinars to see how trends change over time or to build up your answers until you have a large enough sample size.

WEBINERD INSPO

WEBINERD INSPO

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