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KeysToEngagement-BasedMarketing:HowToIntegrateWebinarsAndOptimizeContentDeliveryToDriveEachStageOf

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FeaturedSpeakersMODERATOR:BrianAndersonNewsEditorDemandGenReport

MarkBornsteinVP ofContentMarketing

ON24

@4markb

Keys to Engagement-Based Marketing How to integrate webinars and optimize content delivery to drive each stage of the buying cycle

Mark BornsteinVP, Content MarketingON24

What keeps marketers up at night?

The New Marketing Dynamic

65%Percentageofbuyersareself-educatingbeforeengagingwithsales

The changing role of marketing: 5 years ago

MarketingSalesSalesSales

The changing role of marketing: Today

MarketingMarketingMarketingSales

How Does Marketing Drive the Sales Cycle?

1st Touch 2nd touch SALE3rd Touch 5th Touch4th Touch

• We get fewer exposures with our prospects• Increased marketing noise• Hard to measure sales readiness

6th Touch 7th Touch 8th Touch

The Typical Marketing Playbook

We all follow the same playbook, using the same tools, and somehow we expect different results

What do these marketing tactics have in common?

White Papers

Videos

ebooks

Infographics

Case Studies

Conference Sponsorships

Events/Parties

Seminars

Name

Name Qualified Lead

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What does this mean for marketers?

• Content delivery must be engagement-driven

• Each engagement should measure sales readiness

• It’s not about more leads, it’s about better leads

Webinars:The Ultimate Engagement Tool

Average Webinar Viewing Time

* 2016 ON24 Webinar Benchmarks Report

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Webinars drive the buying cycle

Source: Tech Marketing Planning Guidance (Forrester)

DRIVINGAWARENESS

50%website

45%webinars/webcasts

44%content marketing

44%analyst relations

43%search engine

LEADGENERATION

51%webinars/webcasts

39%telemarketing

39%sales enablement

38%website

37%seminars and events

LEADNURTURING

39%telemarketing

44%sales enablement

37%webinars/webcasts

37%content marketing

36%seminars and events

UPSELLING &CROSS-SELLING

55%sales enablement

42%webinars/webcasts

38%content marketing

35%channel enablement

31%seminars and events

How do you feel about your webinars?

21©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

How do you feel about your webinars?A. They are greatB. They are just okC. We are putting our audiences to sleep

Poll #1 (choose one only)

22©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

In a survey of 1,044 marketers, only 7% said they give “great webinars.”

*2015 ON24 webinar poll

Keys to Engagement-Driven Webinars

Are your webinars…

Presentations Conversations

OR

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Multi-Directional InteractivityPresentertoAudience

AudiencetoAudience

AudiencetoPresenter

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Interactive Webinar Tools

Poll

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Example: Audience Driven Engagement

Key Elements:• Enable Event Sharing• Social Media Applications• Blogs• Forums• Community Sites

Benefits:• Build social footprint• Extend reach of your event• Drive audience to additional engagement

Turn your webinars into social events

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Integrated Content, Calls-to-Action

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Integrated Content, Calls-to-Action

SignUpforNextwebinar FreeTrial ForumPage

Key Elements: • Content downloads• Links to webinar or video channels• Links to resource centers• Integrated video clips• Links to Free Trials and Demos• Appointment Setting

Integrated Calls-to-Action

How many marketing touches in one hour?

1st Touch 2nd touch SALE3rd Touch 5th Touch4th Touch 6th Touch 7th Touch 8th Touch

Webinars Across the Buying Cycle

• Live or Simulive• Interview format• Video clips of deployment• Multiple customer discussions• Focus on ROI• Can be shorter webinars• Great on demand content

Mid Funnel: Case Study Webinars

• Live or on demand product demo• Video (show, don’t tell)• Screen Share• Downloadable product guides &

datasheets• Links to additional product

resources (videos, forums, etc.)

BOFU: The Deminar

36©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

• Audience driven conversations• Video for personal touch• Use Q&A and Polling to drive

discussion• Great as a part of social forums• Sales reps can use this format too• Include special offer or trial as part

of the webinar

BOFU: Q&A Sessions with Product Managers

37©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

Webinars to Drive Nurture & ABM Programs

Why are lead acceleration programs so ineffective?

39©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

Nurtures are usually built with written content offers, revealing little data on interest of prospects.

White Paper

White PaperInfographicNewsletter

Webinars to accelerate buying cycle

Choose webinars at strategic places through nurture streams• Webinars for each stage of buying cycle• Mix of webinar and written content• Link each webinar to next step in buyer journey

ON24 A Better Webinar Way to Webinar

Segmenting BOFU opportunities and targeting with webinar content• Retargeting• Social• Content Syndication

ABM: Content Syndication

©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

Leverage Marketing Automation to serve custom landing pages for specific target accountsKey Content: • Demo webinars• Case Study webinars• ROI focused content

Dynamic Landing Page Content

42©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.

Turning Engagement into Pipeline

Name Qualified Lead

Leveraging Engagement DataFinding potential clients through behavioral lead scoring

Time in Webinar

Polls Answered Surveys Submitted

Questions Asked

Resources Viewed

Engagement Score

Behavioral Data for More Effective Follow-up

Level of InterestSpecific NeedsChallenges or IssuesStage of Buying CycleSales Readiness

It’s simple:Engagement = More data Data = Qualifies Prospects

QuestionsMark BornsteinTwitter: @4markb

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Q&A/SpeakersMODERATOR:BrianAndersonNewsEditorDemandGenReport

MarkBornsteinVP ofContentMarketing

ON24

@4markb

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