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Author: Mark Bornstein

Where is your ROI?

B2B marketing has come a long, long way. Once there were only a few tried and true methods to generate leads and drive revenue. Today, there are so many tools available that it’s hard to know what technologies to use and when. And for most companies, the answer is “a little bit of everything.” Old methods such as email marketing, seminars, and trade shows stand alongside social, ABM, and predictive strategies. Marketing budgets continue to rise and often include bloated line items for expensive videos, sponsorships, parties, swag, random SEM buys, and anything else that seems like it will help. The idea being that if we do enough of everything, we will somehow hit our numbers. That may have been fine...

B2B marketing has come a l...

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The Bottom-of-the-Funnel Challenge

As marketers, we spend so much time trying to generate new leads that we barely have time to worry about how many of them actually turn into revenue. For those truly sophisticated marketers, there has been a lot of effort put into improving the way we target prospects (such as ABM and predictive), hopefully increasing the pipeline derived from our leads. But all of that is far removed from the core issue that determines the bottom line: how do we close more deals? The ever-ignored bottom-of-the-funnel challenge remains a bit of mystery to most marketers, and is often left for sales teams to figure out on their own. Sure, we create some collateral and a few demo tools but the rest...

As marketers, we spend so much...

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Webinar Benchmarking: Just Do It

First of all, just sign up for the upcoming 2016 Benchmarks Webinar right now. Here is the link. Just do it. Why? Because it will make you money…no, really. Look, webinars have become the most important tool we have to generate leads and drive pipeline. For most demand generation teams, it’s their most reliable tactic. But are you getting the most value from your webinars? For instance, are you delivering your webinars at the best possible time? Are you dropping your email promotions on the best days? Which interactive tools perform the best? In order to optimize your webinars, you need to understand what is working and what isn’t -- and the best way to do that is to compare your webinars...

First of all, just sign up...

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Are You Using The Right Tool For The Job?

When it comes to choosing technology, marketers are really weird. I have seen companies spend over a year exploring marketing automation platforms or email software, watching demos, reading case studies, meeting with sales reps, and finally making a decision only to then change their minds and start all over again. It’s a process. A long, deliberate process. Yet with some foundational marketing technologies like webinars, companies often have a less serious approach. We constantly hear from marketers that are using basic meeting tools to deliver their demand generation webinars -- not because they like the technologies (in fact, they never even vetted them), but because the IT department was already paying for it, and were told they could use it too. Think about that. Webinars...

When it comes to choosing ...

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The Worst First Date Ever

  Do you remember the last time you were on a first date? Can you imagine how it would have ended if you were totally impersonal, spoke in a monotone voice, wore drab clothing, and refused to look your date in the eye? If you are thinking, “Yeah, that sounds like me…” then you should rethink your dating strategy, but for the rest of us, we would never act that way on a date and for good reason. So why do we act that way with our webinars?   Webinars are often the first conversation we have with new prospects, yet the experience from registration, to presentation, to follow up, often feels business formal and forced. It lacks the one thing that can...

  Do you remember ...

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To look into the future, we sometimes have to look back

It’s that time of year when everybody is making their marketing predictions and prognosticating the future of various elements of our craft. At ON24, we do the same thing. To be honest, most companies create “predictions” content as just another demand generation tool — and maybe we do the same too. That said, we really do spend a lot of time thinking about the future of webinar marketing. Last year, we accurately predicted the increased growth of bottom-funnel webinars, video webinars, and the use of panel discussions. We may have been a little premature on the prediction that marketers were entering the syndication age (where webinar content immediately gets published to a variety of social sharing sites)… but we swear that...

It’s that time of year when ...

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Be a (Webinar) Rockstar!

Whether you’re the presenter or part of the audience, when a webinar truly rocks, you know you’re part of something special. As a fan of awesome content marketing, I’m always on the lookout for people who are doing something new, different, and better with their webcast events. And yesterday I hopped in front of the camera to share the best of the best. What does it take to deliver one of the best webinars of the year and what actionable tips can you take away from these rocking events? Let’s take a look at these 5 ingredients to a rocking experience: Give Them Jaw-Dropping Visuals Want to deliver a bland webinar? Just serve up a vanilla console and slides. But if you want...

Whether you’re the presenter...

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Are You Ready To Rock?

Everything has changed in marketing over the course of a few short years, even webinars. It was not that long ago that most webinars were delivered only as audio and slide-based presentations, using an unbranded, vanilla console, with no interactivity or audience engagement. I write this while watching some of the best webinars of the year in preparation for our upcoming annual event, Webinars That Rocked. Each year we review tons of webinars to highlight some stellar examples of webinars that exemplify the continuing evolution of webinar marketing — and from what I have seen so far, this evolution is continuing at a rapid pace. So what are some big trends taking center stage in this rocking world of webinars? Creative Brand...

Everything has changed in ...

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Great ideas are all around you

I talk about webinars for a living. Every month, and usually several times a month, I serve up a fresh hour of live conversation on the same topic: webinars. And I’m not alone. In recent years we’ve seen a strong trend to more and more companies delivering regular quarterly, monthly, or even weekly webinars. But how many ways are there to talk about the same subject, week after week, year after year? You’d be surprised. Where am I going to find all this content?? As marketers, we live with constant pressure to come up with new webinar ideas, fresh campaigns, more content. That’s a lot of pressure. But don’t let that get you down. If there is a secret to content marketing,...

I talk about webinars for a li...

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Turn great ideas into killer webinar presentations

There’s nothing like the feeling of putting the last finishing touch on an absolutely killer webinar presentation. There’s just something satisfying about flipping through the slides and knowing that you’ve really nailed your messaging. Of course, great decks don’t happen all by themselves. Even when you have a really great idea for the presentation, it takes time and skill to craft a deck that will communicate your points, engage the audience, and inspire the people in your webinar to take your ideas and run with them. Fortunately, there are some fairly simple techniques that can help anyone pull together highly effective, highly engaging webinar presentations. Here are just a few: Let the pictures do the talking Don’t let your presentations die the death...

There’s nothing like the fee...

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