The moment immediately following an investor’s webinar sign-up process is a crucial engagement opportunity, should fund marketers act accordingly.
TL;DR: craft a post-registration form to gain more LP data.
Many fund managers treat the sign-up process to a webinar as an administrative step: an entered name, firm, email, then done. However, what happens next could provide marketers with valuable follow-up prospects.
B2B community Exit Five argues the case for maximising the use of a confirmation page, where managers can ask a handful of short questions about the registrant’s role, their investment priorities and current challenges, then use responses to determine the most active LPs that would be willing to book a meeting.
This tailored questionnaire should feel a natural follow-on from a sign-up form. At that stage an investor has already demonstrated their intent, and is more likely to fill in something else if it is presented to them straight away. Around nine in ten registrants answer the extra questions, in fact.
So, what does this mean for fund marketers?
Webinars are a staple ingredient in the content marketing calendar, for strategy updates, product launches or sessions with advisers. The problem is that attendee lists could appear merely as a list of names, where a sales team cannot tell a CIO of a pension scheme from a half-curious retail investor.
Instead, post-registration questions flesh out an investor profile without lengthening the original sign-up form process. The questions can map neatly onto the institutional sales process, capturing investor type, allocation timeline, or asset classes under review, helping IRs to tailor a follow-up deck to what each segment truly cares about.
Some considerations:
- Keep the form short, and move qualification to an optional step on the confirmation page.
- Ask around four to six questions that sales can action, including investor role, experience, and their current allocation decisions.
- Use the answers to certain audience types that can be routed into segments of professional or retail registrants for targeted follow-up content streams.
- Offer a direct meeting link to investors who indicate they are actively searching, so that IRs can engage before the event rather than weeks after.
- Feed all responses into the CRM to build rich prospect profiles over successive events.
Source
Exit Five, “How to Turn Webinars into Pipeline Before You Ever Go Live”
