|Posted: 2017-07-06 11:05|
What does this forum post cover?
This forum post describes how we have automated the sign-up and follow-up process for Webinars and Events using a Portal.
What is this?
An online portal which can be embedded in your website using an iFrame, to allow prospects or existing customers to register for Events. It is possible to use this across different types of events, for example, at Workbooks, we have used this for our Webinars, Success Clinics and for our Annual Customer Event.
Why should I do this?
If you run frequent Webinars or Events, you will already know how much of a tedious, manual process this can be. Not only are there many steps to complete if you want to be able to fully track the success of the webinar or event, but it is disruptive to the Marketing Team, taking them away from other important tasks just to update Membership Statuses or run imports of attendees.
Perhaps you don’t run as many webinars as you would like because of how lengthy and time consuming the process is. Or perhaps you skip steps to save yourselves time, like the update of membership statuses, and therefore find yourselves unable to fully report on the popularity or effectiveness of your webinars or events. Perhaps you are finding it difficult to track the Leads that are generated as a result.
The Portal provides an integrated solution which removes those unnecessary manual steps, such as the:
The Webinar Portal will also:
As a result, this saves time within your Marketing team as they won’t need to complete as many admin tasks, plus it will make it easier to track the popularity of your webinars and events.
You also have the option to ‘gate’ the download links for previous webinars or events, enabling you to automatically create new Sales Leads that will be linked to the relevant Marketing Campaign, making it easier for you to track the interest generated from the webinar or event.
How does it work?
If you want a Webinar Portal, rather than an Event Portal, you will need a GoToWebinar licence.
If you want to send surveys after running your Event/Webinar, you will need a SurveyMonkey and Zapier licence.
Step 1: Create the Webinar / Event
Webinars and events are stored in Workbooks as Marketing Campaigns, but the Campaign Type is set to Webinar / Event to help distinguish them from the rest. This displays a specific Form Layout depending on the Type, on which we can enter details like the Name, Start and End Dates and Times, an Agenda or Summary.
There are also fields like ‘Background Image URL’, which corresponds to the cover image that is displayed on the Portal, ‘Webinar Availability’ which will restrict how many people can register for the webinar, or Location and Google Maps URL if it is for an Event.
There is a section which stores details about the Contributors or Speakers for the webinar or event, including Company, Job Title, a profile picture and a small bio.
Once all of the details have been filled in, a process is run. This will update the status so that it is now visible on the Portal, and will create the relevant Membership Statuses, like ‘Registered’ and ‘Attended’. If the Type is ‘Webinar’, the process will send all of the details to GoToWebinar, where it will create a webinar and link it back to the Marketing Campaign. A tab on the Marketing Campaign will allow you to see the created GoToWebinar webinar and check the details or amend settings.
If the details change, you can run a process which will update the webinar in GoToWebinar, and GoToWebinar will then send the update to any people that had already registered.
Step 2: The Portal
The Portal is embedded within an iFrame on the website. Customers/Prospects can either come across it themselves, or we can send invitation emails which contain a link to either the Portal in general, or to a specific Webinar / Event within the Portal.
This Portal is linked to the relevant Marketing Campaigns in Workbooks, and depending on the dates and statuses of the Marketing Campaigns, it will display them on the ‘Upcoming’ or ‘Previous’ tabs.
The Name, Dates and Summary from each Campaign are displayed over the top of the image specified in the ‘Background Image URL’ field. You can then click into the specific Webinar or Event to get more information, like the Agenda and the button to register. The image from ‘Background Image URL’ will now display as a header image.
There is also a tab which displays the Contributors. On here, you can include their name, company, job title, background information about them and can even link through to their LinkedIn profile.
Step 3: Signing up
When a person clicks on the ‘Register’ button, a form opens, in which they enter details like their name, email address and company name. This gets submitted to Workbooks, which then uses the email address to identify if there is an existing Person record in Workbooks, and create a new one if one is not found. The Person is then added as a Member of the relevant Campaign, with a Membership Status of ‘Registered’. Therefore anyone that has signed up will be visible on the Members tab of the Campaign - you can amend statuses manually if necessary.
If the Campaign Type is ‘Webinar’, the process also uses the name and email address to register the person in GoToWebinar. GoToWebinar will then send them the joining instructions. The process will also decrease the ‘Webinar Availability’ field by 1.
If the ‘Webinar Availability’ is 0, then people will not be able to register, and will instead see a message letting them know that it is full.
Step 4: During the Event
If the Campaign Type is ‘Event’, the Membership Statuses can be updated during the Event using an Events Registration Portal.
This displays a list of the people that have registered, with a search functionality to help you find them. The underlying Process will update the Membership Status of all of the selected people to ‘Attended’.
Step 5: After the Webinar / Event
After the Webinar or Event has taken place, a link to a download for a recording or a whitepaper is added to the Campaign. In the evening, a process will run - if the Campaign Type is ‘Webinar’, it will fetch the attendee information from GoToWebinar and import it into the Campaign, updating the Membership statuses of the relevant Members to ‘Attended’, and the Membership Statuses of any other Members to ‘Not Attended’.
The process also sends emails to the Members of the Campaign, depending on their status. For example, if they attended, the email will be “Thank you for attending, please complete this survey, here is the download link”. The emails that are sent use Email Templates so they can be amended easily.
Finally the process will mark the Marketing Campaign as Complete, so that it shows in the ‘Previous’ section of the Portal. This means that rather than someone being able to register, they instead get a download link. It can be specified on the Marketing Campaign as to whether this download should be gated or not.
Step 6: Survey responses
If Survey requests are sent out in the follow up emails, Zapier will collect the responses and use a webhook to call a Web Process in Workbooks. The process will create Activities that store the response, set the Primary Contact to the relevant Campaign Member, and link the Survey to the Campaign (similar to the process we use to collect Support Surveys). This will enable you to then report on the effectiveness of the Campaign based on the survey results stored against it.
How do I get this set up?
You should contact us to discuss your full requirements for the Portal, and we will advise how much time this would take based on this.