Automated Processes:
Eliminated manual efforts in managing webinars.
Manual management of webinar registrations and follow-ups.
Automated Webinar Workflows with GoToWebinar and Marketo Increased Lead Engagement by 40% for a Growing Enterprise
Client Overview
Challenges
1
2
Limited ability to track attendee engagement and sync data with Marketo.
3
Lack of automation for confirmation and post-webinar follow-up communications.
Objectives
1
Real-time data syncing between GoToWebinar and Marketo.
2
Automated confirmation and follow-up emails.
3
Accurate tracking and reporting of webinar engagement metrics.
Solution Implementation
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Integration Validation:
Verified successful addition under LaunchPoint services and ensured accurate API credentials.
2
Field Mapping:
Marketo to pull essential fields from GoToWebinar, such as First Name, Last Name, and Email.
1
Event Program Setup:
Created a program with “Webinar” as the channel type and defined program statuses such as Invited, Registered, Attended, and No Show.
2
Webinar Association:
Selected GoToWebinar from the Event Partner List and linked it to the client’s webinar.
3
Syncing Changes:
Educated the client on using the “Refresh from Webinar Provider” option to ensure data consistency.
1
Dynamic Tokens:
Inserted {{member.webinar url}} tokens for unique webinar links.
2
Operational Emails:
Marked emails as operational to ensure delivery.
3
Workflow Testing:
Verified accurate confirmation email delivery through test registrations.
1
Pre-Webinar Automation:
Status updates to “Registered” and confirmation email triggers.
2
Post-Webinar Automation:
Syncing attendance data and updating lead statuses.
3
Follow-Up Campaigns:
Segmented attendees and no-shows for tailored nurture campaigns.
1
Custom Dashboards:
Monitored registration and attendance trends.
2
Engagement Scoring:
Configured scoring based on post-webinar interactions.
Results Delivered
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Enhanced Lead Engagement:
Personalized workflows improved attendee experiences
3
Streamlined Reporting:
Dashboards provided clear insights into webinar performance.
4
Increased Conversions:
Tailored follow-ups boosted conversion rates by 40%.
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