In a recent marketing article, Shelby Britton (Senior Product Manager at Adobe) points out why Webinars work for the private sector. The very same reasons apply for “engagement fundraising.”
She states, “Webinars, above all other marketing tactics, give marketers a unique opportunity to interact with prospective clients and to qualify leads based on real-time behavior. Scoring on webinar content and behavior is easier than ever before; the digital nature of webinars allows for ease of tracking and integration with existing marketing systems.”
Shelby continues by saying, “Generating sales-ready leads is the highest priority of any marketer and gathering demographic information is not enough; it’s time to take lead qualification to the next levels.”
And finally, “Some platforms will generate an overall engagement score automatically. Otherwise, you’ll need to find a way using your marketing automation or CRM systems to wrap up all the data into an overall score. If you don’t have a way to do that, at least take steps toward passing the behavioral information collected to Sales in a meaningful way.”
I couldn’t agree more! Mixing realtime engagement events with technologies that scale and scoring tools is the best way to drive revenues up in a cost-effective manner.
This is engagement fundraising at it’s best!
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