Livestorm's Enhanced Lead Conversion through Marketing Automation

Livestorm is a webinar platform that provides businesses with the tools to host, manage, and analyze webinars. The company is focused on capturing and utilizing customer data to create targeted messages that increase sales, product interaction, and referrals. Livestorm uses a variety of marketing applications and relies heavily on app automation tools like Zapier for advanced workflows. The company is committed to improving every step of their acquisition funnel, from capturing potential customer data to converting leads into sales. They strive to continuously improve their processes and systems to better serve their customers and grow their business.

Livestorm, a webinar platform, was faced with the challenge of efficiently managing and utilizing the vast amount of data flowing through their web applications and tools. The data, which included information about how customers use their product, their identities, and how they discovered Livestorm, was crucial for creating targeted messages to increase sales, product interaction, and referrals. However, the company was struggling to put this data to work effectively. Despite using over 10 marketing applications, the data often sat unused due to inefficiencies in their tech stack. While some of the apps had native integrations, Livestorm relied heavily on Zapier, an app automation tool, for more advanced workflows. The challenge was to create a system that could efficiently capture, process, and utilize this data to improve their marketing efforts and close more sales.

Livestorm developed a multi-step Zap, a bridge between two or more apps, to capture registrants' information and convert them into leads. The process was further enhanced by integrating Clearbit, a data-enriching program, into the Zap. Clearbit looked up customer and company information by email address, providing additional data such as social media pages, industry, attendee's department, and more. After a webinar ended, Zapier filtered out the registrants from the attendee list to avoid creating leads for employees. It then sent each registrant's email address to Clearbit. With the enriched data from Clearbit, Zapier created a lead in the customer relationship manager (CRM), Pipedrive, added the registrant as an email subscriber in Drip, triggered an event in Drip's automated workflows, and added the registrant to a Google Sheets spreadsheet. Livestorm updated this sheet after the webinar to note which registrants attended and which to re-market to. This complex workflow allowed Livestorm to create a smart marketing process that improved their lead conversion.

• The implementation of the advanced, data-driven workflow significantly improved Livestorm's marketing automation. By integrating Clearbit into their Zap, Livestorm was able to enrich their customer data, which in turn allowed them to send better, more targeted emails. The automation of the process also saved the company valuable time that would have otherwise been spent manually managing and processing the data. Furthermore, the system's ability to filter out employees from the registrant list ensured that leads were only created for potential customers. The operational results of this solution were an improved acquisition funnel and an increase in closed sales.