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Best Practices

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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3 Unconventional Webinars That Close Business

We all know that webinars are great. I mean, what else lets us combine images and video, gives us a platform for all our most important talking points, and virtually guarantees that people will hang around and listen for up to an hour? With such a great communication tool at our fingertips, it’s a real shame that so many of us think that webinars are just for thought leadership. All we have to do is open our minds, and we can deliver webinars that really close business. Here are three ideas to get you started:   The Deminar Live demos can be really effective at converting customers. They give prospects an opportunity to see what you have to offer with their own eyes...

We all know that webinars are ...

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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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True Life: I Had an Epic Webinar Fail

True life: I've had an epic webinar fail -- and I want to tell you about it so you don't have the same! I was at a previous employer, fresh out of school and was tasked to jump-start a webinar program to announce our new product release to our partners, customers and prospects. I’m pretty sure we made our software purchasing decision based on the fact we used their other product for one-off meetings, it was cheap, and partially because it had the word “webinar” in it. That means it’s supposed to work for webinars, right? Wrong. We were a small start up and I was co-hosting the webinar with my CEO. No pressure at all. After hours spent creating content, practicing...

True life: I've had an epi...

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Webinar Registration Page Do’s and Don’ts

What if you threw a party, but forgot to invite people? Would anyone show up? Unlikely. Now think of this in the context of your webinar promotions -- are your registration pages up to par for the awesome online event that you are about to throw? A good registration page can make or break your webinar registration numbers. That's why I've created a list of do's and don'ts to consider when creating your next registration page: DO: Keep it simple: Stick to the facts – what, where, and when. Make it as easy as possible for clients and prospects to understand what the topic is and how to register. Make sure date and time is clearly stated, possibly in multiple locations on the...

What if you threw a party,...

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5 Elements of Great Webinar Promotion Emails

When it comes to promoting your webinars, you just can’t beat email. We recently asked the live audience of “Unlocking the Secrets to Driving Webinar Registration” how many pre-event promotional emails they send, and over 57% said they sent at least three. But, are they getting the most from those emails? On average, you have less than eight seconds to convince the reader that your message is worth spending time reading through all the way. How do you make those eight seconds work for you? These are the five elements of great event promotion emails: Enticing Subject Line Without a killer subject line, people may not even open your email. There is definitely an art and a science to crafting that killer subject line....

When it comes to promoting...

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How Does Your Webinar Stack Up?

OK, I admit it. Here at ON24, we may be just the tiniest bit obsessed with webinars. We think about webinars. We write about webinars. We dream about webinars. And, of course, we deliver webinars. Then, once a year, we step back to do something completely different: we measure all of the thousands upon thousands of webinars. Our annual Webinar Benchmarks Report lets us take a detailed look at the wide world of webcasting to identify key trends and actionable best practices. The insights we get are so interesting that we can hardly wait to share them with you in a special edition ON24 Best Practices Webinar. This year, webinar marketing maestro Mark Bornstein dove into the benchmarks data and brought us four...

OK, I admit it. Here at ON...

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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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4 Reasons Why Brands Need Customer Advocacy

I recently went through the ordeal of finding a new dentist. I absolutely HATE the dentist, but I understand it’s a necessary evil. Between my phobia of drills and dozens upon dozens of dentists in San Francisco, figuring out where to even start left my head spinning and my teeth aching. After researching online and checking out reviews, I narrowed it down to a few highly rated options. Next step, I asked around the office. My colleague Caitlin shared a raving review about her dentist. In fact, she LOVED her dentist. Her dentist actually made her enjoy her visits. WHAT? I was sold and immediately called to book an appointment with her dentist.  I trusted Caitlin’s opinion and the confirmation of online reviews, and they all ultimately...

I recently went through ...

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