The year 2020 was challenging for everybody at the very least. For starters, organizations faced challenges involved connecting with their usual audience due to mass gathering guidelines. With gatherings prohibited, businesses that relied on seminars, talks, and conferences found it hard to do business. Even non-profit organizations that relied on speaking engagements and events were hit hard.
But just like any problem, out came a solution in no time. For this particular problem, the answer came in the form of a "webinar.”
In a nutshell, a webinar is an event held virtually attended by an online audience. This means, even if you were at home, you could host or attend a webinar.
Webinars and New Online Marketing
Any good business understands any event is a marketing treasure trove. Typically, it's a time when an organization can get to know its customers or leads. It's also an excellent time to gather information from attendees so you can use said information for future marketing efforts.
But with webinars, it was unclear whether or not businesses can do the same. Sure, you can get people into a virtual room where they can listen to you, but how much more marketing juice can you squeeze from the webinar lemon?
Well, the answer is a lot. But it would require you to use two different platforms - one for the webinar itself and the other to gather and collate data from the webinar. One such pair is Zoom Webinars and Salesforce.
But what is Zoom, Salesforce, and why should you want to use both? Let's try to answer these questions one by one.
What is Zoom?
Zoom is one of the many cloud-based video communications apps on the Internet. Zoom can help you set up audio and video conferences, live chats, screen shares, and webinars. You also have the option to record your sessions for future uses.
Why Do Businesses Use Zoom?
Initially, Zoom (called Zoom Meetings back then) was created to provide smaller groups of people an easy way to meet. However, as the need for bigger "rooms" with more than ten or twenty people, Zoom offered options for users to host rooms for over 100 people.
What’s The Difference Between Zoom Meetings and Zoom Webinars?
The main difference between a regular Zoom meeting and a Zoom Webinar is that the latter provides you options to customize certain marketing elements before, during, and after the webinar making it one of the best options for hosting online events.
What is Salesforce
Salesforce, at its very core, is a customer relationship management solution. Simply put, Salesforce is a way for your organization to record customer data to be used for various marketing efforts.
Why Do Businesses Use Salesforce?
It will be hard to explain how Salesforce is used in detail as it has grown to be more than just a customer relationship management platform.. All you have to understand is that an organization can keep, manage, and use customer data within the Salesforce ecosystem in any way they want. Just imagine having a full spreadsheet containing all the information from your customers from their names, emails, addresses, to very specific ones like how many times they have signed up for your events and even the total amount they have donated to your organization.
Why Should You Add Your Zoom Webinar Data to Salesforce?
At this point, the relationship between the two might be a bit hazy. Why would you need Salesforce if Zoom already has the data you need? Well, if we haven’t really made it clear yet, Salesforce not only allows you to record data from your customers but also allows you to use the data for your marketing plans. You can create campaigns out of the data you get from your webinars with a custom list of recipients. You can tailor-make emails to each and every Contact or Lead you to have which increases the response rate.
I’m already getting ahead of myself. To give you a better view of the benefits of connecting Zoom to Salesforce, we’ve compiled a list of the top benefits you get from their fusion. A Zoom Salesforce integration boasts a lot of benefits, but here are some highlights:
- Comprehensive, 360* views of webinar performance
- Boosted repeat registrant numbers
- Increasing new registrants
- Understanding the person behind the ticket
- Sending smarter emails
5 Reasons You Want Your Zoom Webinar Data In Salesforce
You Get a 360* View of Webinar Performance
Once you have your Zoom webinar data in Salesforce, you won’t just have data from the people who signed up or attended the webinar. You will also have the data from the webinar itself. Salesforce can then let you gain access to a simpler and more efficient way to analyze that data. It’s easy to:
- Compare performance amongst a series of webinars
- Calculate how many tickets were sold for each webinar
- Determine how many people attended a webinar (or multiple webinars)
- View and report on your ticket sales as opportunities
- View dashboards for a top-level webinar performance view
- Segment customers for more targeted, personalized campaigns
You Can Increase the Number of Repeat Registrants
Repeat registrants comprise the backbone of any webinar program’s growth. You can use Zoom Salesforce integration to target your audience with personalized emails and increase your number of repeat registrants.
Personalized emails can be used to:
- Promote new webinars of a similar type and location
- Encourage recipients to share the webinars they sign up to on social media
Once you track webinar registrants in Salesforce, you can very easily send them an email from Salesforce using a platform like Pardot, the Marketing Cloud, or Predictive Marketing.
You Can Improve Numbers On New Registrants
Your goal should not end with getting repeat registrants, another indicator you should be monitoring like a hawk are your new registrants. Continuously attracting new registrants is the backbone of your webinar program’s future. You can use a Zoom Salesforce integration to:
- Target contacts in your database that match specific segmentation criteria
- Send those personalized contacts emails to promote new webinars
- Promote webinars via your social media channels
- Create Facebook Campaigns using your repeat registrants’ profiles to target “Lookalike Audiences.”
It’s critical to attract new registrants to your webinars. When you integrate Zoom and Salesforce, the process is easy.
You Can Get to Know the Person Behind the Registration
Half of the marketing battle is won when you get to know your target audience. With a Zoom and Salesforce integration, you will get all relevant information about the person who registered or attended the webinar.
When you know the person behind the ticket, it’s easier for you to create better webinars that attract more registrants.
Lots of people have questions about which metrics are most important. The answer depends on the webinar type; but, for a head start, consider these five indicators on which you can segment potential registrants:
- Demographics
- Psychographics
- Behavior
- Job title
- Location
When you use these metrics to segment your audience, it’s easy to use a Zoom Salesforce integration as just one of many powerful marketing tools.
You Can Send Smarter Emails
Smarter emails generate higher numbers of registrant signups. Using a Zoom Salesforce integration to collect and store better data on your registrants helps you send those smarter emails– and they can help you before and after a webinar.
Since integrating Zoom and Salesforce automatically allows you to target new potential registrants and repeat registrants more effectively, you can use that integration to send smart emails that:
- Use personalized and engaging messaging
- Include feedback requests after webinars
- Help keep registrants engaged between webinars
- Inform registrants of upcoming webinars
How Can You Connect Zoom Webinars with Salesforce?
The truth is, connecting your Zoom account with Salesforce is not a painless process. While there are up to 4 different ways to integrate Zoom with Salesforce in 2021, not all of them are created equal. But if you need a Salesforce native app (which means the app exists on the Salesforce platform for easier integration) that requires a one-time setup, then you can depend on Predictive Response’s ZFusion App.
Predictive Response Can Help You Integrate Zoom with Salesforce
If you’re looking for a tool to integrate Zoom and Salesforce, Predictive Response can help. We’ve cleared the path for numerous clients to sync their Zoom Webinar information into Salesforce with ZFusion.
Reach out to us today to find out more about marketing automation made easy.