Boost demand with the power of Interactive Webinars in Marketo Engage

Virtual events are a cornerstone of B2B marketing, but marketers are burdened with using multiple tools to create, schedule, market, and deliver webinar experiences that generate and qualify leads for sales. Managing multiple logins, dealing with different data models, and maintaining the integration between various tools are inefficiencies that leave essential customer activity data isolated in point solutions or passed around in spreadsheets. As B2B marketers look to generate demand more efficiently, simplifying tech stacks, streamlining processes, and using data to provide better experiences are top of mind.

Interactive Webinars, powered by Adobe Connect, is a complete enterprise-grade webinar marketing platform built into your Adobe Marketo Engage instance. With Interactive Webinars, you can create, promote, deliver, and analyze all your webinars right within Marketo Engage alongside all your other marketing automation and lead generation programs.

Interactive Webinars automates your webinar marketing with more interactive data to drive your cross-channel marketing strategy and streamline demand generation. In addition to more efficient workflows and faster deployment, your team will benefit from collecting more webinar engagement data using engagement pods like polls, surveys, hand raising, and Q&As.

After attendees engage with these interactive features, the data is quickly pulled into your Marketo Engage database to update audience segments, personalize content, trigger follow-up communications, alert sales, and adjust lead and account scores for faster-automated post-webinar engagement.

Using Marketo Engage’s built-in attribution dashboards, you can monitor whether your webinars helped influence your closed/won opportunities alongside your other channels and programs.

How Interactive Webinars can help

Create and promote webinars

• Easily design custom webinar layouts using a user-friendly WYSIWYG editor to intuitively drag and drop chat pods, polls, surveys, Q&A, and other widgets based on specific webinar needs.
• Use enterprise email marketing automation, landing page creation, and integrated forms to generate and maximize demand for webinars before, during, and after the events for on-demand viewing.

Deliver highly interactive sessions and gather rich activity data

• Create and host live webinar sessions within Marketo Engage, and engage attendees with real-time polls, surveys, chat, Q&A, and hand-raising features to collect more than just registration and attendance data.
• View webinar activity data in a dashboard to see webinar performance and insights.

Get faster and more personalized follow-up

• Use in-session activity data to trigger fast follow-up engagement based on attendee behavior, adjust lead and account scores, update audiences, notify sales, and personalize content.
• Enrich lead and account scoring, route opportunities, and trigger CRM sales alerts based on webinar session activity in one to two hours to speed up pipeline qualification for your sales team.

How much does it cost?

Interactive Webinars is included for Marketo Engage Select, Prime, and Ultimate package customers at no additional cost. The number of webinar sessions, capacity, storage, and session concurrency is determined by your Adobe Marketo Engage package. Paid add-ons are available if you need to host more webinars, need more storage, or need the ability to host concurrent webinars.

Create your first interactive webinar

Whether you are hosting a product launch, a thought leadership webinar, or a customer enablement session, Interactive Webinars can help you create a memorable experience for your audience.

Get started using Interactive Webinars with three easy steps:

1. Create an interactive webinar. Under marketing activities, select new program, event, and Interactive Webinars. Enter the webinar information, then choose a template and design the webinar layout. Select from the different types of engagement pods (such as polls, surveys, and Q&A).
2. Promote your webinar. Create smart lists using Marketo Engage’s cross-channel marketing data to automatically send invitation emails to specific leads and accounts.
3. Deliver your webinar. On the webinar date, log into the webinar room you previously created. You can use all the interactive features you’ve chosen as you present your webinar or play a recording.

After your webinar ends, review its performance using the event’s overview screen, where you’ll find a detailed audience engagement dashboard. Use this data to personalize your follow-up with Smart Filters and Triggers in Event Workflows. Additionally, track the performance of your on-demand webinars.

Get started with Interactive Webinars and learn about best practices in Adobe Experience League.

Watch video tutorials or sign up for Interactive Webinars office hours to learn more.

Joe Stewart is a senior product marketing manager at Adobe. He develops product positioning, sales enablement, competitive intelligence, and customer/market feedback for Adobe Marketo Engage. He has worked in industry strategy and product marketing for seven years at Adobe, previously covering Experience Cloud for the high tech, media and entertainment, and B2B industries. Joe lives in Lehi, Utah, and loves the outdoors and playing sports.

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