Everflow, being a Partner Marketing Platform, is the authority on tracking and revealing the value of each individual partnership within your organization’s ecosystem. Whether you’re activating partners to co-sell or generating registrations for a webinar, it’s key to understand if partners are truly driving results or are acting as dead weight.
After Michael Cole, SVP of Marketing, and his team hosted their Partner Powerhouse Event with over 1,000 RSVPs, 22% of which were generated by partners, they realized they could develop a similar approach for their webinar series.
The partner webinar attribution framework that they’ve since developed has helped them achieve:
- 78% YoY attendee growth
- 71% partner-generated webinar sign-ups
- 90% YoY increase in webinar landing page traffic
In this playbook, we’ll show you how to replicate these results while empowering you to make data-driven decisions, optimize channels, and drive growth through strategic collaboration.
Let’s dive in!
Building a Foundation of Actionable Data
We’ve all been faced with partners underperforming and not upholding their side of the deal – Michael and his team being no exception. However, Everflow found that by leveraging partner event attribution data and real-time insights they could motivate their partners to increase their participation and drive a significant number of registrations to their events.
Michael’s story: One week before our Partner Powerhouse event, our biggest strategic partner had sent a measly 6 invites out compared to the 50+ driven by other partners. It was apparent that they weren’t pulling their weight. After showing them the attribution data for the event, we immediately started seeing an uptick in their participation and an influx of registrations coming in.
Before you can understand what partners and channels provide the most value, you must ensure that you’re collecting the right data and making it accessible across the team.
Everflow embeds their webinars directly on their website with Sequel to collect first-party data with each audience interaction. This means they can paint a picture of the entire customer journey to continuously improve their approach.
Embedding a webinar on the Everflow website takes less than a minute since it’s only a matter of copying and pasting the pre-generated code snippet into their CMS.
Tip: Take things to the next level by incorporating hidden UTM fields in your registration form or even customizing your tracking scripts. This ensures every webinar sign-up is logged with corresponding email IDs, event tags, and source attribution.
Integrating Your MarTech for Real-time Insights
Collecting robust data is only the first step—integrating your webinar solution with your broader MarTech stack is essential to ensure this data drives actionable insights. In Everflow’s case, they sync data between Sequel.io and their CRM and marketing automation platforms to ensure seamless data flow across systems, enabling them to act quickly and effectively.
To optimize the success of your partner webinars, start by tracking registration sources using Sequel’s real-time analytics. This allows you to pinpoint which channels and partners generate the most sign-ups. With these insights, you can make real-time adjustments, as Everflow did with their strategic partner outreach, to enhance engagement and results.
Integrating Sequel with other platforms like Google Analytics, Facebook Conversion APIs, and CRMs also provides a unified view of performance, enabling you to double down on high-performing partners and channels.
Optimizing Performance
Adopt a proactive approach to monitoring and acting on registration data. Start by reviewing partner contributions every week. This constant evaluation allows you to spot gaps early, ensuring no opportunities are missed. Then, compare partner and channel performance against predefined benchmarks to determine which part of your program requires additional support or intervention.
Everflow’s success serves as a prime example of how timely intervention can drive results. When you identify a partner that isn’t pulling their weight, reach out to them with a clear overview of their performance data, instructions, and resources they need to amplify their efforts. This will motivate them to drive more registrations and foster a sense of friendly competition.
This approach not only boosts registration numbers but also strengthens partnerships by demonstrating a commitment to shared success.
Leveraging Post-Webinar Insights
The work doesn’t end when the webinar concludes—post-event analysis is a critical step in optimizing your strategy and strengthening partnerships.
Begin by attributing key outcomes, such as deal velocity, lead conversions, or customer expansion, to specific channels or partners. This granular analysis that Everflow uses, helps you understand which efforts delivered the most value and provides a clear picture of your webinar's overall impact.
[caption id="attachment_2572" align="alignnone" width="2828"]
Where users went after attending a webinar.[/caption]
Sharing these insights with partners is equally important. Transparent reporting not only reinforces trust but also highlights the tangible results of their contributions. Use this data to guide collaborative discussions, refine strategies for future webinars, and deepen your partnerships.
Replicating Everflow’s Success and Driving Continued Growth
Everflow’s approach to partner-driven webinar attribution has proven to be a game-changer in driving both audience growth and engagement. By leveraging actionable data, integrating insights across their MarTech stack, and proactively monitoring partner contributions, they’ve achieved remarkable results, including:
- 78% YoY attendee growth
- 71% partner-generated webinar sign-ups
- 90% YoY increase in webinar landing page traffic
The key to their success lies in the ability to track, optimize, and act on data at every stage of the webinar process. By ensuring seamless integration with CRM and marketing automation tools, staying on top of real-time performance, and using post-webinar insights to inform future strategies, Everflow has created a scalable framework that anyone can replicate.
To replicate these results in your own organization, start by building a robust foundation for data collection, tracking, and integration. Empower your partners with transparent reporting, and be proactive in making real-time adjustments. By continuously refining your approach based on this data, you’ll not only boost registration numbers but also strengthen the partnerships that are key to your organization’s growth.
By following this playbook, you can drive more successful webinars, foster deeper partner relationships, and unlock the full potential of your partner webinars!
Want to collect more, actionable 1st party data to drive 78% YoY attendee growth? Find time with us to see how you can use Sequel to replicate Everflow’s webinar attribution playbook within your own organization.
