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How do I find out what my audience really wants to hear about at a Webinar?
My company IDN has 61,000 opted-in IT executives and we regularly produce online conferences with muliple sponsoring vendors- subjects like BPM, Cloud, SOA etc.So instead of just guessing, what is a good way to find out what they really want to hear about? That way we reverse engineer the subject matter and then find companies that would want to meet 500 to 1,000 new prospects.
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5 Answers
Hi Tom,
For these kind of situations, it would be a good idea to create a custom registration page and ask questions on what they would like to hear about during the registration. You can then review the answers and tweak your presentation to cover the areas that your attendees would like to hear the most.
Thanks,
Adem Sengul
It would also be a good idea to start polling visitors to your website. Post a different poll every week asking questions from which you need to elicit answers. Also, you could send an e-survey to your existing customer base to find out what they really want to know. Best regards, Margaret
Both of the above are good answsers - that's what I'd be doing. However, these are fairly passive and relatively anonymous tools. I'd still do those, but with a database like yours, you should also invest some effort in doing some direct interviews with executives.
In market research, we call this qualitative interviewing, where you're trying to understand what people are really thinking, as opposed to checking off some closed-ended questions. You can do these in-house, which saves you money, but there's a tradeoff in objectivity. Conversely, you can engage a third party - it will cost more, but you'll actually get the job done, and the results will be more credible, and ultimately more valuable for your planning needs.
To add to the mix of great answer Since you have a list, utilize it even more. Have a survey question on the opt-in form. OR one of the things I do is give subscribers a special deal on certain dates (30 days a subscriber, 100 days, year, two years, etc.) but what you might do is put your survey in that email.
But the best way --- is to ask, on the phone, your subscribers 2 questions. And then follow up with some sort of e-gift.
Tom studies show that most Webinars are purely viewed as information and research gathering tools for attendees. So ultimately your attendees are looking to you to guide them on what’s critical for each of the various information sessions (webinars) you cover. I agree with the comments on this form in regards to polling and direct interviews (surveying) because this will give you a sense of where to direct your content but it may not necessarily evoke behaviour.
If I understand the question correctly you ultimately want to reverse engineer the process whereby instead of pushing a webinar to your prospects you’re getting them to raise their hands and ask for the content. In order for this to happen, you need to consistently allow the opportunity for your prospects to learn about the subject matter. Building a workflow that groups interested prospects within pools and making the Webinar a derived action – part of a series of steps may help achieve this objective.
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