GoToWebinar Integration into Marketing Cloud - What are the benefits?

[LukeSybit]

Hello everyone,

I´m looking for some business use cases in which the connection between GoToWebinar and marketing cloud in the perspective of the business is visible. If I search for some information in the help portal, I´m only getting some technical information about the integration between both systems in general. I´m more interested in to see how this integration looks in the marketing cloud in the end and what are the key benefits for marketeers. Will they be able to segment with new event attributes or can a company enrich the contact profile with event informations? What about interaction, will come new interaction types (especially for events take into place)? This are the questions I have.

Hopefully you have more informations for me, in best case with demo material or some slides etc.

Thanks in advance,

Lukas

[SCHNEIDERT]

Hi Lukas,

we plan to implement this integration. One Benefit is that the Marketing Team is able to segment for Contacts that registered or attended a Webinar or other Online-Event. Therefore you could use Interaction Types EVENT_REGISTERED or EVENT_ATTENDED. By that we could for example automatically send out emails e.g. "thank you emails" with further information regarding e.g. the product or service the webinar was about.

They could also see the questions and answers of the webinar attendees (e.g. for analytical purposes to see what are the customers interested in).

Currently these information is only stored in GoToWebinar or in excel sheets and based on that information we have to create leads manually in C4C if a contact showed interest in the Webinar. This process should be automated based on the information we would like to collect from GTW.

Maybe that already helped a little bit. I'm interested in discussing more use cases or benefits 🙂

BR Tobias

[former_member654580]

Good schneidert

I understand that it is in process to have a communication agreement that applies for this integration.

At the moment, it would be to upload potential clients to C4C and send them to MKT or vice versa upload them to MKT and send them to C4C.

Only there would not be a triggering campaign (automatic to respond or thank the participants)

Correct?

BR

Elio C

[sathyanarayan2]

There is a dedicated app in Marketing Cloud to house the details related to the webinars and its participants - Marketing Events.

Most of the features you asked for are available. The registration and attendance activities are supported as standard interactions. Contact profiles are enriched and are linked to participants. There is a segmentation block dedicated to Event attributes. The object is extensible and is also available for segmentation.

However a word of caution - the current integration with GTW requires license of SAP Cloud platform open connectors which charges based on the blocks of calls. The nature of GTW APIs is such that it requires lot of calls to be made to retrieve the information. So please make an evaluation on the scale of webinar data and the frequency with which you would need to keep the data in sync from a cost perspective.

The integration with ON24 platform is much more robust and can be directly used in plug and play mode.

For a comprehensive view on business benefits and functionalities, you can watch this webinar on demand: https://event.on24.com/wcc/r/2935625/84C72AE8BC22EB978C9750CA1AB1A533