Effective measurement of ROI for webinars is often elusive for content marketers. What do you do about ROI for thought-leadership or customer-education webinars? What about product-demo webinars that occur near the bottom of the funnel but are not always the last touch in the buyer’s journey? Or how about training webinar series that are promoted and produced to ensure that new customers use the product and buy more (or renew) later? While the number of closed deals represents the ultimate goal for ROI measurement, there is more than one way to tackle webinar ROI.
Author: Shelby Britton
Shelby Britton has been in high tech marketing since 2004, currently implementing programs in field marketing, demand generation and product marketing at Adobe — a CMI Benefactor. She has produced and managed over 500 webinars since 2007 and is the author of The Content Marketer’s Guide to Webinars and the Webinar Best Practices Blog Series on adobe.com. Previously she led the marketing departments for channel partners of IBM and Adobe. She has an MBA with a dual-focus in Marketing and Management from San Diego State University and a bachelor’s degree in Literature and Writing from the University of California San Diego, Revelle.
By shelby-britton published
November 25, 2014
