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Online events have become a valuable marketing channel for businesses of all sizes, especially during the pandemic, when live events were scaled back. Mining data from online events, however, requires specific strategies to measure intent and move prospects through the funnel.
“Online events tend to draw larger audiences than in-person events — at least that’s our experience — and they’re less expensive and time consuming to produce and attend,” said Marc Sirkin, Third Door Media’s EVP product and technology, at The MarTech Conference. (Third Door Media is the parent company of the conference and this publication.)
“A marketer at a services and consulting firm told me they didn’t think about how to play to the unique strengths of online events, about the specific intent signals that they could gather, and the actions they can get,” said Sirkin. “It just never occurred to them.”
Here’s how marketers can mine valuable insights when they play to the strengths of online events.
Finding the right data from online events
There are a number of touchpoints at an online event, each providing an opportunity for marketers to gain insights from attendees.
Registration. When attendees register, they can provide firmographic and demographic data. The event host can also ask custom questions during registration. For instance, does this attendee have the authority to make purchase decisions? Are they in the market for the product or service that you’re selling?
Read more here: https://martech.org/how-to-mine-data-from-online-events/