Leveraging Community Engagement for Pipeline Success
This content was provided by Chris Detzel. This originally appeared at Chris’ website.
Webinars have become an increasingly popular programs for companies to connect with their customers, partners, and prospects. They offer a platform for companies to share information, demonstrate their products and services, and build relationships with their audience. In this blog post, we will explore a webinar program, specifically Community shows, is what I call it, that has been designed to influence the pipeline.
The Community shows program is a series of webinars that are hosted by the Reltio Community. Reltio is a company that provides master data management solutions. The program is designed to provide valuable information to customers and partners and help them to get the most out of the company’s products and services. The program includes several types of webinars, each with a specific focus.
The first type of webinar is the Technical show. These webinars go deep into the product and provide customers and partners with detailed information on how to use the product more effectively. The goal of these webinars is to help customers and partners to become more proficient with the product, which can lead to increased adoption and satisfaction.
The second type of webinar is the Thought Leadership shows. These webinars focus on the data industry at a high level and provide insights on the latest trends and developments in the field. The goal of these webinars is to position Reltio as a thought leader in the industry and to provide valuable information to the audience. This could lead to prospective customers coming into these webinars.
The third type of webinar is the Product Roadmap. These webinars provide information on Reltio’s product roadmap and give customers and partners a glimpse into the company’s plans for future development. The goal of these webinars is to keep customers and partners informed and engaged with the company’s product development. These are easily the most popular webinars that we have. People want to know how Reltio is innovating on the product.
The fourth type of webinar is the Customer Case Study. These webinars feature Reltio customers and focus on how they use the product in their business. The goal of these webinars is to provide real-world examples of how the product can be used and to give customers and partners insight into how other companies are leveraging Reltio’s solutions. People want to connect with each other and want to understand best practices.
We use Zoom as the webinar platform to host the Community shows. Zoom is a popular webinar platform that offers a wide range of features including screen sharing, recording, and Q&A functionality. This allows us to provide a high-quality webinar experience for our audience.
Once the webinars are completed, we use Higher Logic as the community platform to engage with the audience. Higher Logic is a community management platform that allows us to create a community of customers and partners and to facilitate engagement among members. This includes creating discussion questions, surveys, and other interactive features.
To track the impact of the Community shows on influenced revenue, we use Salesforce. Salesforce, a CRM system, can be used as a source of data for Tableau, a data visualization and reporting tool. The integration between Salesforce and Tableau allows us to create visualizations and reports that show the number of leads generated from the webinars, the conversion rate of those leads to opportunities, and the dollar amount of the opportunities generated.
Additionally, Reltio uses Marketo to send out email invitations to the webinars for customers and prospects. Marketo is a marketing automation platform that allows Reltio to create targeted email campaigns and track the effectiveness of the campaigns. This allows us to reach a larger audience and increase attendance at the webinars.
The Community shows program is a powerful engagement tactic that Reltio Community uses to engage with customers, partners, and prospects. By providing valuable information and demonstrating the company’s products and services, the program helps to increase adoption and satisfaction. Additionally, the program helps to position Reltio as a thought leader in the industry. By using Zoom as the webinar platform, Higher Logic as the community platform, Salesforce as the CRM system, Marketo as the marketing automation platform, and Tableau as the data visualization and reporting tool, we can track and measure the impact of the program on influenced revenue. Through the integration of these tools, Reltio can create visualizations and reports that show the number of leads generated from the webinars, the conversion rate of those leads to opportunities, and the dollar amount of the opportunities generated.
Overall, the Community shows program is a valuable tool that Reltio uses to connect with our audience, provide valuable information, and influence the pipeline. It serves as an effective way to generate leads and increase revenue. By utilizing a variety of tools such as Zoom, Higher Logic, Salesforce, Marketo, and Tableau, we can track and measure the effectiveness of the program. As a result, we can make data-driven decisions about how to optimize the Community shows program for maximum impact.
If you missed it, take a look at The Role of Online Communities in Your ABX Journey
