Once users had pre-registered their interest, they and all new users were encouraged to register for the event itself, which was to be hosted using the popular and user-friendly Zoom webinar platform. Data was gathered and passed seamlessly and securely between the client’s Pardot/SalesForce CRM system and the Zoom meeting platform to ensure valuable sales data was available to the client’s sales & marketing teams for follow up activity after just one registration by the user.
To gauge areas of interest and build a better understanding of the customer throughout the process, polls and quizzes were used, alongside offering users reminders for specific sessions based on their needs. These additional touch points helped build more robust customer profiles and inform the sales teams for any relevant follow up actions, helping fill the gaps which would normally be captured during interactions experienced at the real trade shows & conferences.
Built on strong, adaptable foundations, the microsite evolved from a pre-launch data capture landing page; to featuring a full schedule of webinars, speaker information, and booking mechanism; to an in-event launchpad to access the speaker sessions; and finally to a content hub hosting on-demand recordings of webinars from the event itself. All performance was trackable throughout the campaign from go-live to post-event through our OmniBI data and insight platform.