One of the most frequently requested workflows is the Recurring Webinar. Quite a few Marketo clients setup recurring webinars for product demos (especially all your SaaS firms) and want to route the registration through Marketo. This makes perfect sense and it is very possible to do this.
Before you do so, please note a couple of key differences:
Here's how to proceed:
Most of the time, there is a single page for registration and a list of dates the lead can sign up to. In the past, this form spit out a list to you and you registered the people with the right events.
In this How To, I assume you know the following concepts and how to use them:
The standard way of handling webinars in Marketo is to create a single Webinar Program, then build or clone the related assets, and put up a single registration page - one for each webinar. Usually the lead or customer is asked to choose one of several dates to join. Yes, you still need a 1-1 match between a webinar and a Webinar Program.This can be done for Roadshows and Webinars with the same process. In this example, we will use a Webinar. Here is the basic workflow we will build.
Create a Custom Field: Event Date Code
Since this field is only required in Marketo, we don’t need to worry about mapping it to SFDC.Using the Event Date CodeIn the system, we need to tell Marketo which event was selected. In the previous step, we created Event Date Code as a custom String field in Marketo. Now we can choose a code system. I like something simple like this:
Now, if we want to display the date on the thank you page, we will have to use the natural language as the code, e.g.: January 5, 2014. This is fine, but there could be some limitations if we try to do fancier things later on.
The next step is to setup an Operational Program to manage the central registration system. This Program will not take credit for the attribution or registration; it is just a place where the Lead can sign up. It is a central place for you to manage the recurring webinar or event.The Lead will then be passed to the correct Program Status based on the date in the field we created.There are two approaches:
Both systems work just fine and require the same amount of work to update for new events. I will show you both systems.
Option 1: Change Program StatusIn this system, we are listening for the Form Fill Out on the main page. We must also make sure the Event Date Code IS NOT EMPTY, or our plans will fail.
The Flow is simple:
Option 1: Target Webinar Program System
The next step is within each Target Program: the Confirmation Trigger will listen for the Program Status is Changed in this Program to “Registered.” If we want, we can ensure the right Event Date Code is used. This brake isn’t necessary, but it might prevent errors if someone accidentally changed the status.
The flow is simply to Send the Email because we’ve already set the webinar Status to Registered.Option 2: Request CampaignAgain, in this system, we are listening for the Form Fill Out on the main page. We must also make sure the Event Date Code IS NOT EMPTY.In the main registration processor, the difference is just that we use Request Campaign to call the target Program’s registration flow.
Option 2: Requested Webinar RegistrationIn the target Program, the Confirmation flow listens for the Campaign is Requested and Event Date Code. The flow then does Change Program Status and Send Email.
If you are used to having the Change Program Status within the target Webinar, then I recommend just keeping this the same in your Program Template.Either system will work!
Landing PagesThere are two pages to create:
How to Update the System Each Month
Let’s say you had four recurring webinars each month. You would use these steps to update the Form and central flows.
That should do it! Now you have a recurring webinar system that is mostly automated.For more recurring event ideas and webinar tips, see these helpful articles:
There are quite a few threads on this topic, so please do a search if you want to know more. I owe a lot to earlier threads, but the links have disappeared.
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