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Best Practices

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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Trimming the Fat: Lean Marketing Tips

Did you spend a little too much during the holiday season? Want to cut down on your caloric intake of programmatic spending? While I have been bombarded with messages lately on ways to trim the fat, be healthier, and move more, I can’t help but think about how much we as marketers are often called to practice lean approaches in the start of a new year. How are you supposed to do more (run more miles faster or create more shareable content) with less (calories, money, time, team members)? Fear not, marketing friends, I have compiled a list of tips to help you have your most successful lean marketing year yet! Use these three marketing tips to jumpstart your marketing...

Did you spend a little too...

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Marketing Tips to Stay off the Naughty List

Like most adults, you are probably wringing your hands as you nervously ponder where you stand on Santa’s infamous list. If you are anything like me, it may be too late to save face when it comes to sticking to that diet or regularly calling your mother, but you may still be able to make the “nice” list when it comes to webinar marketing! Here are a few examples of Naughty and Nice webinar marketing that may help you avoid any lumps of coal this year: The Nice List Helpful, informative content: What will the audience walk away with after they watch your webinar? Will it help them do their jobs better? Has it improved any part of their day or...

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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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Give Sales The Leads They Want, Not The Leads You Have

Quantity over quality! As marketing automation software and CRM have more influence on how we approach marketing, sales and marketing teams have started talking more about the concept of “marketing-qualified leads” (MQLs). It’s an important topic in modern marketing, but even some otherwise well-informed demand gen teams get confused when it comes to this. A form fill is not an MQL. Even someone who fits the ideal customer profile for industry, function, and title may not be an MQL. An MQL needs to fit all the proper segmentation criteria and, more importantly, show a level of engagement that indicates genuine interest in your product. So how do you measure this and what do you do with MQLs? Let's dive in: Modern consumers are increasingly...

Quantity over quality! As ...

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3 Webinar Hacks For Your 2016 Marketing Strategy

  It’s the end of the year and if you’re anything like me you are looking with wide, cartoon-like eyes of ambition into the demand generation possibilities that the new year will bring. Webinars are part of any great demand generation strategy, but since planning for a full new year can feel a little hectic and intimidating, I’m sharing three webinar hacks that will get you up and running as you kick off your 2016 webinar program: Panel Discussions This is one of my favorite ways to whip together some super engaging content with about three hours of work total. After selecting a topic, I invite four–five of my colleagues that are topic area experts to join me in a 45 minute call to...

  It’s the end o...

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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...

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Giving Thanks for MarTech

  Last week, ON24 partnered with SiriusDecisions to sponsor the first Technology Exchange event in San Francisco, and I got to attend and learn from the best of the best in my own backyard. This event drew in hundreds of marketers who use and sell technology in the martech space together for two days of best practices and idea sharing. But what’s the good in going to a conference if you don’t come back and share the new ideas you gains with your teammates? In the spirit of Thanksgiving, I’ve compiled some of my top takeaways on the biggest martech trends to share with you. Lead scoring: Everyone is doing it — and YOU can too! What is lead scoring, you ask? A...

  Last week, ON24 ...

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The mysterious case of the disappearing content

Gather around, ladies and gentlemen, as I weave a story of a marketing plan gone awry. It’s one filled with ghoulish metrics, missed opportunities, and disappearing people, so don’t cover your eyes or you might miss the (friendly) ghost of content past fly by! Once upon a time, in a marketing department much like yours, there was a product manager named Bill who wanted to host a webinar to educate potential customers about the features of a new product. He planned everything perfectly — or so he thought. There was a pre-event email blast and social media support, the event went off flawlessly, and he followed up with a thank-you email. Bill buried the presentation deck from his webinar in a folder...

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