If you integrate your webinar application with a marketing automation (MA) application, you benefit in two ways. Firstly, you can use the MA application to collect advertising consent after a webinar registration (double opt-in) and thus include all people who register for a webinar in mailing campaigns in line with the GDPR. On the other hand, you would lose valuable leads, as the registration obviously expressed an interest in your company or products.
Through the registrants endpoint, you feed the leads into your MA (or vice versa if you implement the registration through the MA, you sync the registrations into the webinar solution). Via the endpoint Attendees you receive the information in the MA whether a registered person has attended or not. Based on this, you can trigger different mailing campaigns, e.g. with further recommendations matching the webinar attended.
Furthermore, the leads remain in the MA even after the webinar is over, which allows you to nurture them in the future and thus increase the conversion rate. It has become clear in numerous surveys that acquiring new customers is between 5-25 times more expensive than retaining existing customers. Therefore, it’s important that you don’t miss out on the potential of new leads by not getting their consent.
