SalesFUSION Adds Webinar Campaign Management with FUSIONcast

Marketing automation provider SalesFUSION has rolled out FUSIONcast, its new webinar campaign management platform, integrating GoToWebinar or WebEx webcasting data and features into the company's marketing automation platform.

The integration lets users build, schedule, promote and track all the parts of the webinar inside the marketing automation platform, officials said.

FUSIONcast is built inside SalesFUSION360, so all information gathered from the webinar platform, including attendance metrics, is automatically tracked and can be used in post-event nurture campaigns and the lead scoring and management solution in SalesFUSION known as "Lead Analyzer," officials said. And the data captured from online events is available inside of Microsoft Dynamics CRM or any other CRM system that SalesFUSION is connected to.

Because webinars typically operate outside the fold of the core marketing platform, users are forced into the workflow of their respective webinar platforms, said Kevin Miller, chief marketing officer of SalesFUSION. Additionally, scoring attendee metrics and data and moving that information into the CRM system was either done 100% manually or it was not done at all, Miller said.

FUSIONcast makes it easier for organizations to create and manage webinars as lead generation campaigns, according to officials. Using SalesFUSION's flexible web services API, the integration gives users complete control of the webinar creation and management without forcing them to log into the webinar platform.

FUSIONcast is a module within the event management application that's part of the SalesFUSION marketing automation and demand generation platform. The product includes a pre-built connector to GoToWebinar by Citrix. FUSIONcast is an add-on solution at the lower-priced subscription tiers of SalesFUSION but it's included in the enterprise and professional editions, officials said.

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