98% of the visitors on your website are likely unknown or anonymous. This is a big problem because as a marketer you can’t tell with certainty if your programs are bringing the right visitors to the website and whether those visitors are converting to buyers.
This also handicaps sales teams because it makes it hard for them to know how buyers who are in active opportunities are acting. While there are workarounds like using aggregate trends, those trends are lagging indicators. You can also do retargeting ads (which will become much harder due to upcoming changes in 3rd-party cookie tracking), the latter is expensive.
Understanding website visitors is tough; 98% are anonymous. Marketers struggle to know if their efforts attract the right audience, while sales teams find it hard to track active buyer behavior. Trend analysis is slow, and retargeting ads are getting pricier due to changes in tracking. Navigating this requires smart solutions for better engagement and conversions.
Marketers can gate content using forms. Seasoned marketers use forms from their Marketing Automation platform (and we highly recommend that approach). As a marketer you also know that it’s hard to convince people to fill out a form.
Buyers want to see evidence of value before giving you permission to communicate with them. We suggest delivering partial value upfront to earn trust.One way to accomplish this is by offering a gated storyline of key moments from the webinar. Another approach is to use a trailer on the registration page.
If you sync data between your MA system and CRM, your sales team can also see the real-time buyers’ journey and engagement. Now your AE who is working on a big deal and worried about close date is wondering whether the buyer will move forward or not, real-time engagement data can help her – and that’s thanks to marketing.
If you want to send traffic to a registration page, Parmonic’s enhanced trailer has an animated film strip that informs viewers about key moments. We suggest using that over the standard trailer.
While some marketers use registration pages provided by webinar hosts, we highly recommend that you use a form from your MA system if you want to get serious about knowing and influencing the buyer's journey.
Convert more anonymous visitors to known leads. For most companies even a low-single digit increase is huge. Research from On24 indicates that using a video on your registration page can increase registrations by 17%.
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