Top

Author: Mark Bornstein

3 video secrets for audio webinars

Video can be one of the easiest ways to make your webinars more lively and engaging, increasing their value to both your attendees and you. But if you think only an on-camera presenter can add video to your webinars, you're missing out. Even if your next webinar features an audio-only presenter and a slide deck, you still have multiple options for injecting the energy of video into the webinar experience. Here are a few ideas to get you started: Option 1: pre-recorded video clips Many of us have created short video clips promoting our products or introducing our companies. Perhaps you have customer interviews or testimonials that you created for your website or YouTube channel. If they’re relevant to the topic of...

Video can be one of the ea...

Read More

The Art and Science of Driving Webinar Registration

I often poll marketing audiences about their biggest webinar challenges. Almost every time, I hear that their biggest challenge is on driving registration -- in a recent poll, we found that 42.9% of respondents had the biggest trouble with getting people to register for their online event. Why is driving webinar registration such a challenge for marketers? Perhaps the biggest explanation for this issue is the fact that our prospects are now busier than ever, making it very hard for them to take the time to tune in at certain day at a certain time. They're also bombarded with tons promotional emails, making them wary of any kind of advertising -- social or otherwise. So how can we get them to sign up...

I often poll marketing aud...

Read More

When did a meeting tool become a webinar?

As marketers, we rely on a lot of technologies to effectively do our jobs. Can you imagine what modern marketing would be like without all of the online tools that we rely on every day? I shudder to think. Of the many technologies we rely on, webinars have become one of the most important. Webinars are how we generate and qualify leads and nurture prospects through the buying cycle. That is why I am always amazed when I hear that a company is using conferencing or meeting tools to deliver their webinars. You wouldn’t use pliers to hammer a nail, and you wouldn’t use a knife to eat soup, so why would you use a meeting tool to deliver your webinars? The...

As marketers, we rely on a lot...

Read More

Looking to the future – our webinar marketing predictions

At the beginning of each year, marketers everywhere write lists of predictions for the coming year. Many of those predictions are recycled year after year (“This is the year of social media”), and they are often incredibly generic and rarely provide any actionable guidance. That is why this year we came up with six webinar marketing predictions for 2015 that are based on actual trends that have emerged with our customers and are easily adopted into any webinar program. Here is a summary of those predictions: 1. The MOFU/BOFU Webinar As buyers are increasingly self-educating through the buying cycle, almost to the point of purchase, more companies are using webinars beyond basic lead generation. This year, marketers will also leverage webinars to deliver...

At the beginning of each year,...

Read More

Re-animate Your Webinar Content

Halloween is here, and we’re all preoccupied with the undead – ghosts, goblins and the walking dead. Webinars can be like zombies. For most companies, once a live webinar is over, it is as dead as the proverbial doornail – but the stats show that “re-animating” content really works, extending the life and value of webinar content long after the live day is over. According to ON24's own benchmark data, some 21.7 percent of viewers who register for a live event come back to view it on demand, and 13 percent of webcast audiences view BOTH the live and on-demand events. Also, roughly 19 percent of on-demand webcast registrants never registered for the live event. The implication for webcast producers is that...

Halloween is here, and we’re...

Read More

Putting the Person in Persona-Based Marketing

Marketers just love the hot new trend. Eventually, even old things seem new again. One of the latest marketing trends is “persona-based marketing." Now, it’s certainly hard to call this a new thing. Marketers have been involved in buyer analysis for generations. As someone who actually studied marketing in school (yeah, I actually got my degree in this stuff), profiling your target buyers and understanding their behavior is a critical skill to learn. It’s also a skill that rarely gets used in the real world. Companies and the marketing departments that support them typically move too fast to spend a lot of time working on segmentation models. Still, this doesn’t mean that there isn’t more we can, and should, be...

Marketers just love the hot ne...

Read More

Why Marketers Need to ‘Think Different’

Last week I gave a webinar. I give a lot of webinars, but this one was different. We had just released the 2014 edition of the ON24 Webinar Benchmarks Report, and I was going to present the findings on a webinar with the Content Marketing Institute (CMI). When brainstorming about the format of the presentation, we had an idea: instead of just showing the results of the study, why not turn the presentation into a trivia contest and test the knowledge of the audience? It would be a more interactive and fun way to present the benchmark data. We called the idea a "Triviacast". Very excited, I mentioned the idea to my team. Some liked it and others…not so much....

Last week I gave a webinar...

Read More

Do your webinars ROCK?

When I was 12 years old, I went to my first rock concert. My friends and I convinced an unsuspecting parent to take us to see the rock band KISS at the height of their popularity—yeah, I know, that was a long time ago. The show was a spectacle beyond my wildest imagination. There was fire breathing, smoking guitars, flames, lights, hydraulic stage risers and, of course, the crazy make-up. This was theater on the grandest scale. It also set a ridiculously high bar for future concerts. Many years later, I am still affected by that show. Any time I attend a concert by an artist who stands around singing songs without any pomp and circumstance, I start to get bored...

When I was 12 years old, I wen...

Read More

Dreaming about Dreamforce: the lessons learned

Every year at ON24 we get a ringside seat to the Dreamforce conference, quite literally, as our offices are across the street from Moscone Center, where the event is held. This year, the theme of the conference was the “Internet of Customers.” For marketers, the concept is focused on how the cloud enables us to re-imagine the way that we connect with our prospects and customers. Those connections need to be targeted, interactive and meaningful. That is easier said than done. Lead generation is still essentially name gathering. Promoting a new white paper or laying a trail of bread crumbs through our websites and SEM programs are effective ways to add more leads, but...

Every year at ON24 we ...

Read More

What? I can’t hear you.

As the primary webinar presenter for a webinar company, I spend a lot of time thinking about, preparing and delivering webinars. It is literally my job to talk about webinar best practices, and every time I give a webinar, I learn something new. However, last week I was listening to someone else’s webinar, and I was reminded that it’s often the simplest things that can completely derail what could have been a successful event. The webinar in question was delivered by a great organization that gives a lot of really informative webinars (company name removed to protect the innocent). This particular presentation was going to discuss some interesting topics that I was really looking forward to hearing about. The problem was...

As the primary webinar present...

Read More