Measuring the results of marketing can be challenging in an industry where the sales cycle may be years long. But when it comes to marketing through online events things are different. You can directly see the flow of attendees through a sales pipeline. And of course, it helps if you have the right software in place as well as ongoing collaboration between your sales and marketing teams.
With that right software, you can see who registered and through which medium, who attended your event and other important metrics. Most importantly, you will be able to see if any of your follow-up tasks resulted in a new business meeting. Imagine being able to set a meeting after just one or two events as opposed to six months of dials and endless marketing touches. Here are some of the key webinar metrics you can track to measure your success:
- Feedback surveys
- Click-through rates for specific events, topics and related content (emails, landing pages, blog posts, videos etc.)
- On-demand viewing
- Drop-off points (are attendees dropping off halfway through the session?)
- Engagement (polls, questions, chat)
- Metrics
- Number of registrations versus actual attendees (attendee ratio)
- Number of new leads generated (lead generation)
- Return attendees
- Growth of event database
- Sales success
- First time meetings booked
- Closed deals
- New project revenue
- Client demand for future private training
Like the many features of marketing, not all aspects of online training are measurable. But, with good marketing software and sales and marketing alignment, you can clearly track and measure your goals.