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Author: JHyland

Multi-Media Content Creation, Reimagined

    “We need more content!” A chant you hear in marketing departments everywhere - and for good reason. B2B buyers have dramatically changed the way they shop for new products and services. Through most of the decision making process, they interact with us through our content, not a sales person. This puts even more pressure on the content we create and how we measure their interaction with it. Unfortunately, the answer always seems to be another white paper, another infographic, or maybe another blog post like this one. All of this is fine, but there’s got to be more…   To truly capture the attention of our prospects, we have to find more engaging ways to deliver our content and be able to...

    “We need m...

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Why Behavioral Lead Scoring Matters

Though many marketers may feel uncomfortable with this, effective marketing is a numbers game. That doesn’t mean there isn’t a certain amount of art to it, but, at the end of the day, we can’t come to the board meeting with only a bunch of great-looking creative and expect to be taken seriously. Like any other revenue-generating segment of the business, we measure our success in terms of leads, pipeline, and conversions. To make that work, marketers need some way to separate the good leads from the total junk. When it’s done well, behavioral lead scoring can help us improve our key metrics across the board: Leads. When we pair leads with relevant demographic data, sales gets only the highest-quality...

Though many marketers may ...

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Why did I join a 17-year-old startup?

I’m the new CMO at ON24. I wanted to write this post to introduce myself and explain to everyone why I’ve joined a webinar company that was founded 17 years ago as a financial news distribution service. Rather than join one of the many young VC-backed companies in San Francisco, I’ve joined what I think is one of the hottest “startups” going. I’m really excited about what we’ve got planned at ON24. ...

I’m the new <a href="http://...

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