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Inbound Marketing Insights

HubSpot Integrations: Streamline Webinars with ReadyTalk & HubSpot

Posted by Elyse Flynn Meyer | 3 Minutes to Read

Ready_Talk_LogoDuring our HubSpot integrations blog series, I am focusing on how you can use integrations with HubSpot to maximize your inbound marketing strategy and automate all of your digital marketing initiatives. If you're interested in reading the prior blogs in the series, just click here.

Our second HubSpot integration in the series is ReadyTalk. If you're not familiar, ReadyTalk is an online meeting, training and webinar tool. Webinars are a great opportunity to educate your prospects and generate leads. Maybe you're already hosting quarterly, monthly, or even weekly webinars. But the question is: what's your webinar strategy? Do you have a process that you continuously follow for each and every webinar? 

That's something that we began to think about for our clients. The key to a good webinar is having the right content, but also making sure you are taking advantage of what you do beforeand after the webinar is hosted. It's about making it a seamless process for both the host and the attendee. We found a way to not only simplify the webinar process but to be more strategic. Here is how you can develop a more integrated webinar marketing strategy.

Developing a Webinar Strategy

Typically when a company hosts a webinar, there's a significant increase in leads for that particular month. In a typical month, we see leads generally double if there's a webinar as part of the initiatives for that given month. It shows that sometimes people don't want to download an ebook or read a whitepaper, and this just goes to show the power of the webinar or even a recording. It's about knowing your audience, providing educational content, and also following these three guidelines to make your webinar strategy a success. 

  1. Set Goals

    If you're hosting webinars, why are you doing them in the first place? Is it to gain more traffic to your site? Looking for more leads? Maybe just for brand awareness. In one company's case, webinars are a way to convert more marketing qualified leads (MQLs). What was important for them was to reach a much wider audience without having to do as many in-person events. Moving to a webinar strategy instead of in-person events not only saves on cost, but also increases efficiency. Even better, webinars have turned into an opportunity to prequalify people. 

    In addition, you need to determine the goal for a webinar you host. How many people do you hope to register? How many do you hope to attend? Continuously ask these questions to make improvements to the future webinars you host and always have ways to measure your success.

  2. Consider partnerships

    If you're intimidated by webinars or feeling like it's too much of a commitment, networking within your industry and finding opportunities to partner can help build a stronger webinar experience. Some of our client's most successful webinars have been those that they've done in partnership with another organization. We have seen great success with companies partnering with several industry groups and foundations that share an interest in educating their customer base. And the webinars are always strictly educational with is a benefit to both organization and the attendees.

  3. Streamline the process

    The key to it all was a webinar integration to help with the process. We've selected ReadyTalk as ou partner for webinar marketing initiatives. ReadyTalk delivers audio conferencing, web conferencing and webinar technology. More specifically, with ReadyTalk's conferencing services, you can host lead generation webinars, offer interactive training, conduct sales demos, and host collaborative meetings. 

    Now that we have ReadyTalk in place and its seamless integration with HubSpot, it's used as an option for content that we can share externally. 

What Does the Webinar Process Look Like?

Before the Webinar

The initial part is setting up the webinar in ReadyTalk, which sets up a form in HubSpot. Then, we set up the HubSpot landing page. If someone fills out the form, they are sent to a follow-up page that gets a follow-up email from ReadyTalk. 

Now they're in the funnel to get reminders 24 hours before and one hour before (these are both through HubSpot's Email tool, which is great to track engagement and keep the branding consistent). For those leads who haven't registered yet, we'll send emails with the following timeframes:

  • Four weeks prior to the webinar
  • Three weeks before
  • One week before
  • Three days before

Whenever we send out a reminder to register, we always have dynamic lists setup in HubSpot so it excludes existing registrants. We'll send people directly to the landing page to register via social as well (Twitter,LinkedIn groups, Facebook, etc). Having this integration with HubSpot keeps the visits on our page, allows for additional marketing opportunities, and keeps the experience consistent for the visitor.

After the Webinar

Now this part is very important! Based on who attended and who didn't, we'll send two emails with a recording of the webinar (embedded on a HubSpot page) and the slides on SlideShare. We will then make the content into evergreen content, and also write a blog on it so people have many opportunities to watch the recording or view the slides and continue to reengage them in the marketing and sales process.
 
As you can see, there are several steps to building out a webinar but each one is critical to making your webinar strategy a and something you can continue to replicate to increase your leads and your engagement.

If you're interested in learning more about how to integrate your webinar strategy with your inbound marketing strategy, schedule a complimentary inbound marketing assessment with our team today.

Schedule Your Inbound Assessment >>

Topics: HubSpot, Prism Global Marketing Solutions, HubSpot Integrations

Elyse Flynn Meyer

Posted by Elyse Flynn Meyer

Elyse Flynn Meyer is the Owner and Founder of Prism Global Marketing Solutions, an inbound marketing agency and HubSpot Diamond Partner based in Phoenix, Arizona. Elyse is the author of the book, Mastering Inbound Marketing Your Complete Guide to Building a Results-Driven Inbound Strategy. She is a frequent contributor to Forbes on digital marketing, and was named Marketer of the Year by the American Marketing Association.