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For B2B technology companies, webinars can be used to drive prospects through the sales funnel as well as educate customers about product features and use cases. In this example, we will look at how a relevant message, delivered at the right time, can be used to not only generate more registrants but also target the right registrants. If you have multiple webinars, this technique is a great way to promote the most relevant one to the right audience.
|Category||Demand Generation||Vertical||Technology, SaaS|
|Topic||Message visitors who have engaged with relevant content related to a webinar||ID #||101|
You would create as segment based on the following variables:
The measure of success would be the visitor signs up for the webinar. We would not normally use a control in this case as we want as many qualified people as possible to view the message and have the chance to sign up.
Here is a checklist of what you need to do in Evergage to create this play on your own site:
- Create a message for all visitors promoting the webinar
- Create a segment of people who have signed up already, or who have clicked the ‘sign up’ button if your registration is hosted off your site and the Evergage beacon isn’t there