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Marketing Trends

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...

Gather around, ladies and ...

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Managing the Deluge of Data

It's no secret that the amount of data out there is growing exponentially. A joint study conducted by the research group IDC finds that the digital universe will grow 40% per year for the next decade. Or, to put it another way, it more than doubles every two years. But forget the next decade. How about the next minute? A report by business intelligence firm Domo turns up some eye-opening results - every minute 204 million emails are sent, Google receives over 4 million search queries, Facebook users share 246 million pieces of content, and 277,000 tweets are sent. Marketers are hard at work trying to make sense of this data deluge. Those that succeed will gain valuable customer insights and...

It's no secret that the amount...

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Provide the Perfect Type of Content to Nurture Leads throughout the Lifecycle

Lead nurturing and content marketing are a dynamic combination. Delivering relevant content at the perfect time is a great way to build your brand's value in the eyes of your customers. But what kind of content do you need for a successful lead nurturing program? What should you send, and when should you send it? Let's walk through the entire customer lifecycle and take a look at the types of content that can be a great fit for each stage. We'll use a fictional company, Mr. Roboto, Inc., to demonstrate how to sell robotic office workers to small businesses with content-driven lead nurturing. Mapping Content to the Lifecycle Each stage of the B2B buyer's lifecycle is unique, and as a marketer, you've got...

Lead nurturing and content m...

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Nurturing Leads With Webinars: Awareness is Just the Beginning

The buyer’s journey has changed due to the high-quality information now easily available to prospects. B2B technology buyers are using this information in the early stages of the buying process and aren’t engaging directly with salespeople until much later. However, as buyers change their habits, there is an opportunity for marketers to play a bigger role. Marketers’ primary goal is straightforward: to identify new prospects and progress them from one stage of the buying process to the next, ultimately moving them to the purchase stage. But how do you guide a lead from the first inquiry to a lifetime of customer loyalty? At ON24, we know that webinars are key in moving leads from one stage of the sales funnel to...

The buyer’s journey has chan...

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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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The Age of Customer Empowerment

  Going It Alone Naturally (and justifiably) skeptical of the stereotypical slick salesperson and of the traditional sales process in general, buyers today feel increasingly empowered to take the initiative and self-educate. Prospective customers will go it alone, figuring out what product or service is best for them rather than having someone spoon-feed them information. A Corporate Executive Board study finds that, on average, potential customers are almost 60 percent into the sales process before they even have their first interaction with a salesperson. This is a far cry from pre-internet days, where in many industries the only way to actually get information about a company was through those same salespeople -- who are now largely being circumvented until much later in the process. What's Behind...

  Going It Alone ...

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Grow Your Garden of Leads with Marketing Automation

Industry-expert data now points to the fact that companies must apply technology to their lead generation and nurture programs in order to stay in the game. What was once only "nice to have" is now becoming mandatory, especially as competition and the fight for revenue, profitability and shareholder returns intensifies. Data from Forrester Research supports this, showing that 58% of top performers (where marketing contributes more than half of the sales pipeline) have adopted marketing automation, and Clickz has reported that 25% of Fortune 500 B2B companies have implemented marketing automation. The goal of every marketer is to nurture the "seeds" (leads) into lush, full-grown plants (i.e., sales), and we’re encouraging you to combine the elements of your lead gen and...

Industry-expert data now point...

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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,...

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Be Ready for More Change in 2015

Each year at ON24, we identify emerging market trends; they are based on internal research, industry analyst reports and feedback from our portfolio of more than 1,000 customers. I want to share some of what we’ve learned and give you a few insights about what will be happening in 2015. New roles and the importance of measurement are at the top of this list, as are the ongoing needs to collaborate across departments and implement best practices. Without further ado, here’s how we see these trends playing out in the new year: New roles in the enterprise – Marketing success will be increasingly powered by technology, and Gartner reports that more chief marketing officers (CMOs) will emerge as the key IT decision...

Each year at ON24, we identify...

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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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