Investing in Your Client Experience -...
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Investing in Your Client Experience
The Financial Services Marketing Playbook
Reimagining the Customer Experience
Webinars Drive the Buying Cycle
ON24 Webcast Elite for Financial Marketing
The Power of Engagement at Scale
ON24 Webinar for Every Audience, Anywhere, Anytime
The Keys to Financial Webinar Greatness
A Wealth of Information
Lights. Camera. Action.
No More One-offs
Don’t Take Our Word for It!
Join the ON24 Evolution to Webinar Greatness
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Contents
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The Financial Services Marketing Playbook
A dizzying array of digital marketing opportunities and
challenges is forcing financial marketers to re-invent their
playbooks on an almost daily basis.
Compared to consumer products, for example, your industry
has soft attributes that present unique challenges.
Financial Services has always been a multi-touch consultative
sell. When dealing with a client’s savings or investments, both
individual agents and large organizations must build trust and
retain the personal touch in every engagement.
YOUR INDUSTRY IS UNIQUE
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Unlike consumer products, the sheer volume and
complexity of the product’s Financial Services create major
communication challenges — especially when regulatory
compliance is factored in.
Another challenge is the trend towards self-service and
self-education. While self-service saves everyone time and
money, self-education of complex products can lead to
confusion, misunderstanding, and bad choices.
Finally, your typical audience may be very diverse,
representing a wide range of knowledge and needs, from
experienced investors to novices with a constant reservoir
of questions and concerns.
Financial marketers are rethinking ways to reach this new
breed of customer, packaged and delivered via the formats
and devices they use every day. And one of those formats
is the webinar.
In the following pages, we explore the ways in which
the ON24 webinar marketing platform can serve as a
springboard to deliver exceptional digital experiences to
your financial customers — and revenue to your company.
AND SO ARE YOUR MARKETING CHALLENGES
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Financial Services need to reimagine the customer journey
from front to back. To recreate — in digital formats — the
personalized attention and trust built over time by your
Financial Services agents and advisors. But you’re not just
competing against the usual cast of characters.
The Internet has become a Wild Wild West frontier of
financial gurus and get-rich-quick investment schemes.
Information overload is making it increasingly difficult for
financial consumers to validate the accuracy and quality of
the information they consume online.
Reimagining the Customer Experience
65% of buyers self-educate before engaging with sales.4
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How do you break through the noise?
How do you transmit detailed, often complex, financial
information in ways that appeal to a variety of learning types?
(e.g., readers, visual learners, and aural processors)
How do you convince your audience that your information
is worth 45 minutes out of their busy day?
Finally, how do you make it compelling enough that
your content becomes their go-to source for financial
information?
4 https://insighthought.com/the-future-of-buying/self-educated-buyer/buyer-insights-not-
marketingpersonas/
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Webinars Drive the Buying Cycle
Webinars have become a primary marketing tool to “help
drive the buying cycle,” according to market research firm
SiriusDecisions.5 That’s in spite of only 7% of 1044 marketers
recently surveyed saying they give “great webinars.”6
51% Webniars/Webcasts
39%Telemarketing
39%Sales Enablement
38%Website
37%Seminars and Events
59% Telemarketing
44%Sales Enablement
37%Webniars/Webcasts
37%Content Marketing
36%Seminars and Events
55% Sales Enablement
42%Webniars/Webcasts
38%Telemarketing
35%Channel Enablement
31%Seminars and Events
50% Website
44%Content Marketing
44%Analyst Relations
43%Search EngineOptimization
45%Webniars/Webcasts
DRIVING AWARENESS
LEAD GENERATION
UPSELLING & CROSS-SELLING
LEAD NURTURING
WEBINARS DRIVE THE BUYING CYCLE
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Webinars rated as the #1 marketing tactic for generating leads by Forrester’s Tech Marketing Planning Guidance.1
Webinars are the most difficult channel for marketers to measure, according to a report by Millward Brown (gated).7
The historical statistics for the webinar success rate is quite
shocking. This can be attributed to challenges in generating
engaging and informative online events due to limitations with
accessibility and usage.
Another reason that webinars score higher in quantity than
quality is that it takes too long to master the features and tools
needed to make events memorable — and measurable.
Now we’ll explain why, from driving awareness to lead
generation and lead nurturing to cross-selling and up-selling,
financial webinars can be a great way to stock your pipeline.
If you have the right tools at your fingertips.
5 http://blog.on24.com/webinar-analytics-marketing-automation-optimal-lead-scoring-nurturing/6 http://www.redheadmedia.biz/wp-content/uploads/2015/08/5-creative-ideas-to-propel-your-webinars.pdf7 https://www.millwardbrowndigital.com/research-insights/getting-digital-right-2016/1 https://www.b2bmarketingzone.com/?query=%231%20marketing%20tactic
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ON24 Webcast Elite for Financial Marketing
Financial marketers require a webinar platform that’s robust, intelligent,
and loaded with easy-to-use media tools and features to help them
produce stimulating, informative, lead-generating events.
+ 5 of the top 10 assets management companies use ON24
+ 6 of the 10 largest wealth management firms in the U.S. use ON24
+ We host almost 5000 financial services webinars every year, with 4 million
registrants and 2 million attendees
+ More than 4,600 hours of ON24 webinars are watched every day
HOW ON24 SERVES FINANCIAL SERVICES
ON24 Webcast Elite is our magnum opus, custom built for
multi-faceted financial marketing on a personal level.
It’s the only webinar solution purpose-built as a marketing platform —
and the most powerful, scalable, feature-rich, and intelligent multimedia
solution available anywhere. But it’s not just about technology.
ON24 has the best webcasting technology for marketers. The Forrester Wave™
Enterprise Video Platforms And Webcasting; Q1 2015, Forrester Research, Inc.
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We’re a company of uber-communicators who understand
what makes financial consumers tick and what kind of tools
marketers need to create memorable webinars, events,
videos, and environments.
With ON24, you can run media-rich engagement programs
at scale with easy accessibility, unparalleled audience
interactivity, customizable branding, unmatched reliability,
and measurable ROI. You can:
+ Create targeted financial content for webinars that
drive leads and populate your pipeline with valuable
customer data
+ Provide virtual environments that both educate and
engage prospects on their terms and timetable
+ Build more meaningful connections with prospects,
customers, partners, and employees
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From one unified, intuitive platform, anyone on your team will
have the power to easily create, customize, and deliver
media-rich, fully branded webinars, events, videos, and
learning environments — at scale.
Finally, you can engage, personalize, and extend the content
and data from every event and use it to generate new
campaigns, web pages, social media conversations, and
resources. And we’re not talking two to three staffers. Just
you. It’s that easy.
ENGAGE, PERSONALIZE, AND EXTEND WITH ON24 ELITE
The Power of Engagement at Scale
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+ Organize all your best content in a single Content Gateway
+ Embed content directly onto any webpage
+ Get in-depth engagement and viewing data on all content
from any source
+ Publish to YouTube, LinkedIn, Facebook, and Twitter with a
single click
+ Edit and repurpose webinar content for multi-touch
micro-campaigns
+ Integrate engagement data into MAS and CRM across the
buyer and customer lifecycles to drive sales and marketing
revenue opportunities
Best of all, it only takes minutes to familiarize yourself with ON24
tools and controls and get started with your first financial webinar.
Easy, easy, easy is the key word. We were surprised how easy it was for our SMEs to record their presentations. It’s a daunting task if you’ve never done it before, and we’ve heard only glowing reviews.
Belinda Austin, Director of Corporate Training, Peoples Home Equity Inc.
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ON24 understands the need to cater to a busy group of
people. “I am busy,” “out of town,” “not at my desk” are no
reasons to miss a webinar. Go live, on-demand, simulive, or
a combination of these, right from your desktop or mobile
device. ON24 lets you configure the perfect media and
delivery format for every audience, anywhere.
ON24 Webinar for Every Audience, Anywhere, Anytime
ON24 WEBINAR MARKETING PLATFORM
Deliver live,
simulive, and
on-demand webinars
to any audience.
Easily create, edit,
repurpose, and
publish video and
webinar content.
Track audience
engagement
instantly to find
your best leads.
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DELIVERY OPTIONS AT YOUR FINGERTIPS
Live Webinars
On-demand Webinars
Simulive Webinars
Bring your engaging events to life with streaming video,
slides, and interactive tools including Q&A, polling, Twitter
feeds, LinkedIn connections, and more. Engage with a live
audience at a set date and time. All live webinars become
interactive on-demand webinars after the live event is
complete, so you can easily reach audiences that were
unable to attend at the scheduled time.
Record a webinar that can be viewed at any time from
anywhere with full interactivity, including polls and Q&A.
Pre-record your webinar and run as a live event with full
interactivity. Ensure a polished and stress-free presentation,
enabling presenters to focus on engagement or to share
content even if they are not available at the time the webinar
is scheduled. They’re extra engaging because you can
combine simulive and live portions. For example, you can
host a live Q&A after the simulive presentation is complete,
for a real-time connection with the audience.
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The Keys to Financial Webinar Greatness
Achieve 100% success rates. ON24 Webcast Elite will help your team
deliver high-impact events that create a personal connection between
the prospect and your brand, deepen engagement, and accelerate
revenue cycles — anywhere, anytime.
ON24: ENGAGEMENT AT SCALE
Live Webinars
Intelligence
Integration Service
On-demand
Gateway
Role-based Content
Targeted Campaigns
ENGAGE EXTEND PERSONALIZE
MARKETING ENGAGEMENT SUITE
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No matter how your team uses ON24 Elite to engage, entertain,
and educate, you’ll discover 5 key features that differentiate ON24
Elite from any webinar solution you’ve used before:
Drive revenues with seamless integration with CRM and
marketing automation systems for lead generation, instant
analytics, insights and campaign level metrics.
1. Measurability
Engage audiences and establish thought leadership to develop
client relationships and provide Financial Services certifications
with interactive tools, surveys, polls, and Q&A.
Gate webinar content securely with approved registration and
unique login to attendees and prevent unauthorized viewing.
Count on the webinar to work all the time with no plug-ins or
downloads to install. Audience members are never blocked from
attending a webinar because of corporate IT restrictions.
Create a fully branded webinar experience, increase
engagement with a variety of multi-media presentations on any
device, anytime, with multiple viewing options.
2. Interactivity
3. Security
4. Reliability
5. Flexibility
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A Wealth of InformationThe real gold to be mined from ON24 events includes
detailed analytics and reports that provide insights into the
engagement level and behavior of each audience member,
as well as event or campaign-level metrics.
ON24 Provides Instant Access to Detailed Analytics to Tell Where Your Best Leads are.
I love the built-in engagement score which makes it really easy to see how engaged attendeeswere at a glance.
Jessica Schrader, VP of Marketing, ITG
Lead Sources
Engagement Score
Resource Activity
Campaign Score
Campaign Trends
Power Leads
Benchmark Indices
My Webinar Trends
Industry Trends
Portal Analytics
Syndication Analytics
Multimedia SEO
EVENT ANALYTICS
BENCHMARKING AND TRENDS
CAMPAIGNANALYTICS
PORTALS ANDSYNDICATION
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Identify your best prospects using detailed analysis on each
webinar attendee’s unique behavior and engagement level. Check
out the intuitive ON24 Intelligence Dashboard for detailed data
and reports on the success of your individual webinars.
The ON24 Engagement Score Gives You a Unique Measurement of Audience Engagement.
Plus, campaign-level analytics aggregate metrics from all of your
webinars, providing trending data on leads generated, engagement
scores, and performance. Now that’s how you measure ROI.
Time in Webinar
Polls Answered Surveys Submitted Resources Viewed
Questions Asked
10Engagement Score
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Lights. Camera. Action.This is the fun part. Unleash ON24’s more than 30 interactive tools
and rich media features, such as Q&A, surveys, polls, social media
connections, and more.
Use rich media features like live screen share, webcam, and broadcast
video to ensure participants have a complete multi-media experience.
PLAY HOST TO A CAST OF FINANCIAL EXPERTS
Invite experts, talented amateurs, and customers to offer their
advice, experience, and knowledge on a range of financial
products and topics. Use videos, podcasts, audio, and
PowerPoint presentations, and of course, live speakers, including:
+ Wealth management experts
+ Portfolio managers
+ Online trading gurus
+ Customers and the curious
+ Investment clubs
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Unparalleled Audience Interactivity
On-demand
External ContentSocial Media
Training
Fundamental Complementary Communication
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Unique Multi-media Engagement
Video Clips
Webcam
and Skype
Broadcast
Studio Video
Promote on-demand webinars, share videos, and turn PDFs into
interactive flipbooks, publishing the gateway as a stand-alone page on
your website or embed it in other pages, emails, and partner sites. You
can even select which assets require registration to download or view,
and encourage engagement with related content recommendations.
Live Event
Webcast
Dynamic
Multi-presenter
Experience
Video
Conferencing
Unit
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No More One-offsNo more one-offs. Your team can access 30 types of metrics to
help drive new business and develop new campaigns and collateral,
including campaign data, user registration information, viewing
durations, and data from polls, questions, and surveys.
ON24 Connect integrates into all the most popular marketing
automation and CRM platforms, so you can repurpose profile data,
demographics, and other insights to drive more revenue and
generate new leads.
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Turning Engagement into Revenue
Integrate engagement data into MAS and CRM across the buyer and customer lifecycles to increase revenue.
Engagement Behavioral Data Marketing Automation CRM
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Demand Gen Tech Stack Integrations
ON24 Engagement Marketing
External Registration CRM/MAP
ON24 Registration Lead Analytics BI
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Don’t Take Our Word for It. Deloitte Case Study
As a global leader in auditing, consulting, financial advisory, risk
management, and tax services, Deloitte’s team in Poland was
challenged with advising clients and prospects across the region
on pending VAT (value added tax) regulation changes set to
take place this year, but they only had six months to research,
compile and present the details and drivers of the changes in a
format that their target audiences could access and process
quickly and easily.
To generate leads with new and existing clients and to create
cross-selling opportunities for additional services.
Create awareness of Deloitte services for upcoming tax regulations:
The Goal
The Challenge
We can set it up and organize very quickly. ON24 self-service is a brilliant solution.
Igor Bielobradek, Senior Marketing Manager, Deloitte Poland
+ Create and deliver the content in months
+ Reach a large number of CFOs, tax directors and tax controllers for
large Polish companies
+ Convert the leads into business before the new regulations took effect
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The Solution
Results
Deloitte chose the ON24 webcasting platform as the best way to
engage the largest number of attendees in an interactive, high-touch
conversation, with Q&A, polling, and on-demand opportunities.
Deloitte was able to drive high registration and attendance
numbers for each of the webinars, achieving:
+ Over 53% registrant-to-attendee conversion
+ 1360 registered, 1360 attended and 443 watched
on-demand
+ 316 real-time questions asked and over
900 attendees polled
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Join the ON24 Evolution to Webinar GreatnessAre you ready to join these industry leaders and start
delivering engaging and high-impact webinars and digital
experiences to your financial customers?
Take advantage of the powerful ON24 Elite webinar marketing
platform by choosing from a variety of out-of-the-box
solutions — or by working with our ON24 webinar wonks to
customize your fully integrated, customer-focused solution.
We can’t wait to show you how ON24 can help you maximize
your webinar program ROI and deliver your message to the
broadest audience in the timeliest, effective, and cost-efficient
manner possible.
ABOUT ON24, INC.
ON24 is the leading webinar marketing platform for demand generation, lead qualification
and customer engagement. It’s award-winning, patented, cloud-based platform enables
companies of all sizes to deliver engaging live and on-demand webinars. Providing
industry-leading analytics that can be integrated with all leading marketing automation
and CRM platforms, ON24 enables marketers to optimize demand generation, enhance
lead qualification and accelerate sales pipeline opportunities.
Additional applications for the ON24 product portfolio include virtual training, talent
development and town hall meetings. More than 1,000 enterprises rely on ON24,
including IBM, CA Technologies, Merck, JPMorgan Chase, Credit Suisse, and SAP.
The company is headquartered in San Francisco, with offices throughout the world.
For more information, visit ON24.com.
ON24, INC.
795 FOLSOM ST.,
FLOOR 3, SAN FRANCISCO,
CA 94107–4226