Cool Engagement Campaign Idea:  Converting Webinar Attendees to Members

We learn a lot from our clients. We designed an intelligent engagement platform, but our clients are the one’s applying it to their operations. 

Here’s one thing a client of ours is doing… International Technology Law Association, managed by MCI USA. And there’s going to be a follow up to this after we get the results in so I can tell you how it went.

Here’s the awesome idea:

Anyone out there doing webinars these days? Well this association has been seeing greatly increased numbers of people attend their webinars, like 10x the normal amount. And most of them are not members. Sooooooo……

They created a campaign to draw in the non-members that are attending their webinars with questions.

The day after a webinar, the attendees receive their first of 4 questions over the next 9 days. (these questions have been edited a bit to protect the privacy of iTechLaw, but they’re directionally consistent.

Q1 – How was the webinar?
Automated Action 1 – If they give a positive answer, ask them for a testimonial and prompt them to join the association to access all the other great educational content, like x, y and z.
Automated Action 2 – If they give a negative answer, ask them what they would like to learn about. Based on the answer to that question, email them 2 or 3 other recordings or resources to win them over… oh, and prompt them to join the association to access all the other great educational content, like x, y and z.
Automated Action 3 – If they join, remove them from this campaign

3 days later…

Q2 – Did you know that XYZ Association offers _________ (fill in the blank)?
Automated Action 1 – If they say yes, prompt them with a question to access another resource and prompt them to join the association to access all the other great educational content, like x, y and z.
Automated Action 2 – If they say no, show them! And prompt them to join the association to access all the other great educational content, like x, y and z.
Automated Action 3 – If they join, remove them from this campaign

3 days later…

Q3 – Are you interested in joining XYZ Association? (yes, someday, no)
Automated Action 1 – If they say yes, drive them to the membership page
Automated Action 2 – Send an internal alert to membership to follow up
Automated Action 3 – If they say maybe, show them all the other great benefits of membership.
Automated Action 4 – Send an internal alert to membership to follow up
Automated Action 5 – If they say no, remove them from this campaign
Automated Action 6 – If they join, remove them from this campaign

2 days later…

Q4 – You recently told us you were interested in joining XYZ Association. What’s holding you back? (multiple choice)
Automated Action 1 – Based on their answer – have a landing page prepped to respond to it.
Automated Action 2 – Send an internal alert to membership to follow up
Automated Action 6 – If they join, remove them from this campaign

Pretty cool! I’ll let you know in a few weeks how it works.

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