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Webinars have become a staple component of the marketing mix and lead generation strategy for a lot of b2b companies and yet marketing the webinar to drive the maximum attendees is a marketing challenge in itself. A large part of that challenge lies in the fact that a lot of components and activities go into process of webinar marketing and while each activity contributes in some way to making the webinar a sucess, it’s difficult for marketers to get clear visibility into just how well potental attendees are responding at every strange of that process and the overall metrics of their activities. From webinar advertisements, awareness messages, first invitation emails, reach outs, follow ups, reminders to post webinar follow ups there is very little clarity on where the entire effort stands after each stage and thats where a lead nurturing application or solution can help you drive the process a lot better.

How? Well lets have a closer look at what lead nurturing solutions typically offer over traditional email marketing software and how it applies to the webinar marketing

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• Firstly lead nurturing solutions allow you to plan and schedule your reachout with a rule based system so you can plan to send out the first invites on a list of leads uploaded to the system and use triggers to send approprite responses or reminders to those who sign up, those who opened and those who haven’t read it. This allows you to schedule all the email communication from the present till a week before the event, a few days before the event right down to just hours before the actual event and have that process automated.
• Lead nurturing solutions help track activity on each email sent and this can help identify and mark those  leads which read and signed up for the webinar, the ones which read or opened the email several times (indicating possible interest) but didnt sign up and those who havent opened  their email at all. Its this kind of visibility into the activity which can help the tele marketing efforts to be focussed on those which have indicated a lot of activity or interest which can help convert more leads into sign ups.
• Ability to automate regular reach outs and follow ups through email messages will help keep leads who have signed up in the loop and constantly aware about the event to drive a better attendee rate.
• Lastly, lead nurture technology almost always comes with some amount of campaign metrics which is crucial for understanding how many leads were contacted, how many opened, how many responded at the first stage, how many responded at later stanges, how many converted to signups and so on. The ability to measure and take stock of this will help improve on the results for upcoming webinars.

If a webinar sign up is compared to a sale, then the process of webinar marketing and driving attendees can be compared to the lead nurturing

process and driving prospects towards sales. Using intelligent lead nurture technology can be leveraged to give you that extra boost in terms of attendees and streamline your webinar

marketing process. It’s simple and yet, very effective.

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