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Author: Tricia Heinrich

World-class webinars are ‘table stakes’

As described in a recent ON24 Blog post, ON24 and Nucleus Research just published the "Nucleus Guidebook to ON24," a comprehensive report that shows just how much the marketing landscape has changed in recent years. Based on interviews with companies ranging from SMBs to Fortune 50 firms, the research found that high-quality webinars are "table stakes" in today’s highly competitive fight for new customers – and also illustrates how some webinar platforms can limit marketers’ ability to achieve ROI across the sales pipeline. In other words, if you’re not providing a world-class webinar experience, you’re simply falling behind. Barriers to webinar participation, technical issues and static content are the big land mines when it comes to audience tune-out, with a resulting...

As described in a recent O...

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World-Class Webinars and a Quality User Experience Are the New Marketing Imperative

ON24 recently completed a customer-centric study with Nucleus Research that shows just how important webinar quality is to your company's sales function. After interviewing a range of firms – ranging from small and medium-sized businesses (SMBs) to Fortune 50 firms – Nucleus concluded that when deployed properly, investments in professional-grade webcasting solutions reduce the cost of lead nurturing and engagement, increase average deal size, and accelerate buying cycles by providing a more positive engagement experience across all phases of the marketing and sales funnel. We at ON24, of course, welcome this news and see it as confirmation of what we already knew – that webinars are central to the sales cycle, serving as critical building blocks in the process of customer...

ON24 recently completed a cust...

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Content Marketing: the Ultimate Feedback Machine

The buying journey is incredibly chaotic these days. Prospective customers go behind the scenes to seek insight and opinions about your company’s products and services – and as a marketer, you may or may not have the chance to control or influence what end users see in their travels across the Internet. That's way smart marketers develop a robust content program of content, PR, advertising, SEO, marketing automation, real-time personalization, and a myriad of other tools to ensure that prospects get the right information at the right stage of the buying funnel. Modern marketers also realize that one of the most effective ways to get prospects to engage with your content is through webinars. How do they leverage webinars to drive engagement and generate more leads? We think that the...

The buying journey is incredib...

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The ON24 Marketing Excellence Awards – Enter Now!

You’re understandably proud of your marketing webinars. So are we – and we’re always thrilled to highlight the “best and brightest” events delivered via the ON24 webinar marketing platform. That’s why we’re sponsoring the ON24 Marketing Excellence Awards, along with our friends at the Content Marketing Institute (CMI). While this is the sixth year for our annual competition, this year, for the first time, we are honoring only webinars used for marketing applications. The evolution of our customer awards program is consistent with the evolution of our business. What started as the Virtual Event Excellence Awards became the Virtual Communications Excellence Awards, reflecting the emergence and prominence of virtual environments and webcasting. And now, because more than 70% of our business...

You’re understandably proud ...

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Has the Year of the Cronut Started?

It’s February – are you still on that diet? Killing yourself to get to the gym? Getting an early start on the tax return? Planning to clean the gutters on the first warm Saturday? Certainly, the first quarter of the year arrives with some predictable activities. A healthcare professional I know has a great, tongue-in-cheek term for the freshly-resolute – “New Leafers.” In addition to turning over a “new leaf” there are always scores of predictions from every pundit and organization. And while we here at ON24 actively participate in such trend spotting, trend-making and prognostication, we’re never afraid to poke some fun at ourselves, and we’re loving this set of silly “predictions” from our friends at Hubspot. They make us want...

It’s February – are you st...

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New Survey Finds B2B Marketers Are Driving Real Business Results from Analytics

We just finished conducting a survey of more than 200 B2B marketers on their use of analytics and want to share the results with you. It turns out that enterprises and SMBs alike are driving real business value from implementing analytics and are planning to increase their spend in 2015. Ninety-seven percent of our survey respondents reported that using marketing analytics has made their business more successful, and 87 percent said they plan to increase their marketing analytics investments in the coming year. Conducted in partnership with market research firm RedShift, the survey outlines a growing need for marketers to embed analytics into all of their campaigns in order to keep pace with the competition. A majority 65 percent of respondents...

We just finished conducting a ...

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The Never-Ending Cycle: Content Informs Data Informs Content

The most effective content is informed by strong data. The most effective data is driven by great content. But all too often these two don’t work in concert. This can be due to organizational siloes, in which the experts on data gathering and analysis – often found in the marketing operations team – aren’t talking to or collaborating with the experts on content – often located in the content marketing team. They probably have different goals, and different benchmarks. The lack of coordination can also be a symptom of different mind-sets and different backgrounds: The data-driven marketer will often have a technical or statistics-based background, whereas the content marketer may have expertise in writing or journalism. Both approaches are equally...

The most effective content is ...

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Driving Engagement with Effective Webinar Delivery

Just after they've gotten a few webcasts under their belt, ON24 clients often ask us how to make the most of their webinars. Once they’ve learned how to create webcasts as part of a repeatable process – as well as drive registration and attendance – confidence grows, and many successfully create a culture of content that feeds the "webcasting machine" and puts wind in the sails of corporate communications, training and lead generation programs. And that is great news – not only for them but also for ON24 as the leading webinar platform! But what's the next phase in making webcasts more powerful and keeping the "machine" running at top speed? You can take your webinars from good to great with some...

Just after they've gotten a fe...

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Are They Engaged?

No, I am not asking about Emma Stone and Andrew Garfield. I'm asking about your webinar attendees. Here at ON24, we feel like we offer "the best" in webinar and virtual communications technology, and we could cite chapter and verse about why our solution is the best. But the most reliable, flexible and scalable online events platform is bound to fall flat unless you have one powerful thing in your webcasts -- engagement. Are they engaged? So, as a result, many of our customers are asking about attendee engagement lately. And while it is great if your webcast has lots of registrants, and it is even better if they actually show up, engaging them and keeping them involved in your webcast content...

No, I am not asking about Emm...

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Four key reasons that virtual environments deliver better/faster/cheaper

You’re surely aware of this saying: You can have it fast, cheap or good – pick two. But the statement's inherent "mockery" does illustrate an underlying issue with nearly all sales, marketing and training events – they're tough to execute without a lot of time and expense. Whether it is a user conference, trade show or job fair, gathering people means that time, money and logistics are involved. Scheduling travel, catering and A/V are just the tip of the iceberg for your overtaxed event folks, and budget is ALWAYS an issue. We all want better/faster/cheaper events. So, what to do? Carefully examine the costs/benefits of each event in your marketing, lead gen or communications plan, and evaluate the time and cost savings that you...

You’re surely aware of this ...

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