Marketo Interactive Webinars - A Three Part Series - Part Three

GaryV

Part 3: Managing Event Registration and Communications

Introduction

Welcome to the final part of our series on Marketo's Interactive Webinars. In the previous parts, we discussed setting up and running your interactive webinar. Now, let's focus on managing event registration and communications through Marketo to ensure a smooth

and successful webinar experience.

Setting Up Event Registration

Creating a seamless registration process is crucial. Start by using Marketo Forms to create a registration form. Include essential fields such as name, email, and company. (Remember that first name and email address are required fields for Adobe Connect registration.) This ensures you capture all the necessary information from your attendees.

Next, design a landing page for your webinar registration. Embed the registration form and include details about the webinar. Make sure the landing page is visually appealing and provides all the information potential attendees need.

Managing registrations is also important. Use Smart Campaigns to manage registration workflows. Change program statuses to track registrants and attendees. This helps you keep everything organized and ensures a smooth registration process.

Sending Email Communications

Email communications are a key part of managing your webinar. Set up triggered emails to confirm registration and send reminders. Use tokens to personalize emails with webinar details and join links. This makes the emails more engaging and relevant to your attendees.

Follow-up emails are also important. Send thank-you emails to attendees and no-show emails to registrants who missed the webinar. Include links to the on-demand recording and additional resources. This keeps your audience engaged even after the webinar is over.

Utilizing Gen. AI Features

Marketo's Gen. AI features can take your webinars to the next level. Use Gen. AI to create summaries and highlights of your webinar. Embed these summaries in follow-up emails and landing pages. This provides a quick overview of the webinar for those who couldn't attend.

Enhancing on-demand content is another great use of Gen. AI. Create chapters and searchable content for on-demand viewers. This improves the accessibility and usability of your recorded webinars, making it easier for viewers to find the information they need.

Frequently Asked Questions (FAQs)

Here are some common questions about managing event registration and communications:

How do I handle registration errors?

Ensure all required fields are filled out correctly. Common issues include missing first names.

Can I send personalized join links in batch emails?

Personalized join links should be sent using triggered emails to ensure that tokens are properly evaluated.

How do I convert a live webinar to on-demand?

After the live event, the recording will be available. You can send the recording link to registrants and promote it as on-demand content.

Conclusion

Managing event registration and communications through Marketo is crucial for the success of your interactive webinars. By setting up efficient workflows and leveraging advanced features like Gen. AI, you can enhance the overall experience for your audience and maximize the impact of your webinars.

This three-part series provides a comprehensive guide to using Marketo's Interactive Webinars, from setup and execution to post-event management. By following these best practices, you can create engaging and successful webinars that drive results for your organization.

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