Dgr sps16 on24-final-deck
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The document discusses engagement-driven marketing strategies with a focus on integrating webinars into the customer buying cycle. It highlights the importance of quality leads over quantity and emphasizes the need for marketers to adapt to changing buyer behaviors. Additionally, it provides recommendations for enhancing webinar effectiveness through interactivity and targeted content to engage audiences better.
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Dgr sps16 on24-final-deck
- 3. #SPS16 About Demand Gen Report • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
- 6. #SPS16 • Share on social using the hashtag #SPS16 • Refer a colleague to attend • Submit questions & answer polls during the webinar • Take our post-webinar survey • BONUS – Attend all #SPS16 sessions live Participate To Better Your Odds
- 8. Keys to Engagement-Based Marketing How to integrate webinars and optimize content delivery to drive each stage of the buying cycle Mark Bornstein VP, Content Marketing ON24
- 9. What keeps marketers up at night?
- 10. The New Marketing Dynamic 65% Percentage of buyers are self-educating before engaging with sales
- 11. The changing role of marketing: 5 years ago Marketing Sales Sales Sales
- 12. The changing role of marketing: Today Marketing Marketing Marketing Sales
- 13. 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
- 14. The Typical Marketing Playbook We all follow the same playbook, using the same tools, and somehow we expect different results
- 15. What do these marketing tactics have in common? White Papers Videos ebooks Infographics Case Studies Conference Sponsorships Events/Parties Seminars Name
- 17. ©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.17 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
- 18. Webinars: The Ultimate Engagement Tool
- 19. Average Webinar Viewing Time * 2016 ON24 Webinar Benchmarks Report
- 20. ©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.20 Webinars drive the buying cycle Source: Tech Marketing Planning Guidance (Forrester) DRIVING AWARENESS 50% website 45% webinars/webcasts 44% content marketing 44% analyst relations 43% search engine LEAD GENERATION 51% webinars/webcasts 39% telemarketing 39% sales enablement 38% website 37% seminars and events LEAD NURTURING 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
- 21. How do you feel about your webinars? 21©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 22. How do you feel about your webinars? A. They are great B. They are just ok C. We are putting our audiences to sleep Poll #1 (choose one only) 22©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 23. In a survey of 1,044 marketers, only 7% said they give “great webinars.” *2015 ON24 webinar poll
- 24. Keys to Engagement- Driven Webinars
- 25. Are your webinars… Presentations Conversations OR
- 29. 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
- 31. ©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.31 Integrated Content, Calls-to-Action Sign Up for Next webinar Free Trial Forum Page
- 32. 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
- 33. How many marketing touches in one hour? 1st Touch 2nd touch SALE3rd Touch 5th Touch4th Touch 6th Touch 7th Touch 8th Touch
- 34. Webinars Across the Buying Cycle
- 35. • 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
- 36. • 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.
- 37. • 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.
- 38. Webinars to Drive Nurture & ABM Programs
- 39. 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 PaperInfographic Newsletter
- 40. 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
- 41. Segmenting BOFU opportunities and targeting with webinar content • Retargeting • Social • Content Syndication ABM: Content Syndication ©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 42. Leverage Marketing Automation to serve custom landing pages for specific target accounts Key Content: • Demo webinars • Case Study webinars • ROI focused content Dynamic Landing Page Content 42©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
- 45. Leveraging Engagement Data Finding potential clients through behavioral lead scoring Time in Webinar Polls Answered Surveys Submitted Questions Asked Resources Viewed Engagement Score
- 46. Behavioral Data for More Effective Follow-up Level of Interest Specific Needs Challenges or Issues Stage of Buying Cycle Sales Readiness
- 47. It’s simple: Engagement = More data Data = Qualifies Prospects