Webinar Communications

A successful lead-generation Webinar includes a series of touchpoints designed to engage prospects. Each touchpoint has a specific set of objectives: To create a good experience by confirming registration; to bolster attendance by reminding people about the event date and time; to identify high-value prospects by offering additional materials for download; for tracking prospect behavior throughout the process.

In this section, we'll describe the objectives of key communications, with a goal of helping you understand how and why they work to drive sales engagements with prospects likely to buy.

Webinar Confirmation e-Mail

The confirmation e-mail is a valuable engagement point. Open rates are among the highest of any e-mail communications in the registration process, so we use the opportunity wisely. This e-mail has a practical purpose: to reinforce the date and time of the event. It also includes links to content and/or special offers to draw registrants into the engagement.

The "Thank You" E-mail

The “Thank You” e-mail is sent to a registrant after they attend a Webinar and is another valuable engagement point. Research shows your sales team has a short window of time to follow up with a high-value prospect before your company faded from their minds. This e-mail offers the recipient the opportunity to raise their hand and request more information.

The “Sorry We Missed You” E-mail

The “Sorry We Missed You” e-mail is sent to registrants who do not attend a Webinar. Even though they have missed the live event, it is still a valuable engagement opportunity, as it offers the recipient a chance to raise their hand and request more information.

Registration Confirmation Page

Every person that completes the registration form is directed to the registration confirmation page. In addition to reinforcing the date and time, this is also a valuable place to put important links to downloadable content and special incentives. In addition, elements such as video, contact forms and subscription opt-ins can be embedded right on the page to drive conversations forward by offering additional opportunities for engagement.

The Live Webinar

This Behind the Scenes video plays at the beginning of live Webinars and gives the audience insight into the communications they receive leading up to the event and those they could expect afterwards. All of these touchpoints are designed to bring the audience to the Webinar to help them engage with us, and to help us qualify them. The Webinar on which this video played is ‘bait’ that drew them into a conversation.