How to Use Webinars for Marketing Automation

By Mathew Sweezey

Along with all forms of video, webinars have become one of marketers’ greatest lead-generation tools. If you have been on the hosting side of a webinar, you can understand the difficulties of trying to engage with an audience you can’t see. Webinars can increase their effectiveness when tied together with a marketing automation tool.

Here are a few tips to keep in mind to get more out of both your webinar and your marketing automation tool when they are tied together:

  • Integrate your tools: Integrate your webinar platform with your marketing automation tool. Doing so removes the need to import and export your lists. It also allows you to score leads based on their engagement with the webinar, in turn allowing you to easily segment attendees and score prospects on webinar engagement.

  • When using slides,make them fun: A webinar is a visual and auditory experience. If you are neglecting either part of this experience, it could be boring. If it’s boring, you hurt your future webinar attendance. Have fun with your slide deck presentation so that your audience wants to look at it. If you don’t have design skills, buy prebuilt slide templates through Themeforest.

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    Learn to use the Master Slide feature in PowerPoint. This feature allows you to easily edit a slide deck template. Customize a basic PowerPoint prebuilt template to create your own in seconds.

  • Use polls: If your webinar tool allows for polls, use them. They help you engage with your audience. Also, other webinar tools, such as ReadyTalk, allow you to score leads based on engagement with polls.

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  • Replay: Make sure that you host your webinar so that others can watch it later. Anita Wehnert from ReadyTalk says the company has seen prerecorded webinars drive 47 percent more leads over time than the webinar did the day it aired. Make sure to protect your recording with a lead capture form.

Before you run any webinar, always have a dry run. Failure to get everyone together to go over which buttons to hit and when, perform a sound check, and double-check other aspects of the process will result in a flawed webinar. You can resolve all issues with webinars by making sure that everyone knows what to do and when to do it.