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Marketing Trends

Marketing Automation Integration and CRM: How to Create Better Leads Faster

Large organizations often struggle with keeping their marketing and sales operations in synch. Connections get missed, leads get dropped, and the pipeline goes unfilled. And yet, big businesses aren’t the only ones that suffer from a disjointed approach to marketing and lead management. Small and medium business teams struggle with the problem of silos – especially when it comes to the software they use to get the leads in the first place. Does any of this sound familiar? The email marketing team is using a stand-alone solution to send a monthly newsletter. The content team uses a different system to promote new blog posts. The social media team has a set of tools to push out communications and monitor online chatter....

Large organizations often stru...

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Webinar Analytics + Marketing Automation = Optimal Lead Scoring & Nurturing

Industry benchmarks have increasingly supported the benefits of webinars and marketing automation, which have delivered to both the top and bottom lines. − Webinars: According to a 2013 study from market research firm SiriusDecisions, webinars have become a primary marketing tool to “help drive the buying cycle.” As customers and prospects increasingly self-educate, webinars – such as ON24’s solutions – have become a primary source of information that buyers turn to before making a purchase decision. − Marketing Automation: According to Forrester Research, 58 percent of top-performing companies, where marketing contributes more than half of the sales pipeline, have adopted marketing automation. Sophisticated marketing automation tools, such as the Engage platform from Silverpop, an IBM company, allow...

Industry benchmarks have incre...

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Cross-Channel Marketing: Take Data From Helpful to Breakthrough

As marketers, most of us know that taking an integrated, cross-channel approach is best. But beyond those buzzwords, how can we make sure that the different components of our campaigns reinforce the same message and also that we "learn" from each component, taking each prospect’s response into account to tailor future messages? Creating that level of personalization can seem overwhelming, even to the most experienced marketers at the largest companies with the most enviable resources. But it’s a worthy goal, even for marketers at smaller firms. First, let's define what a cross-channel marketing approach means. Instead of running a single start-and-stop campaign or using one marketing tactic, like advertising or email, marketers today are pacing their campaigns with how targets operate—that is,...

As marketers, most of us know...

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Lead Generation & Funnel Building Checklist for Q4 – part 2 of 2

Continuing from Part 1 of this article, which looked at content strategy and the importance of your marketing database, let’s look in more detail at the remaining checklist for Q4 lead generation and funnel building: Checklist Point 3 – Are your response rates better than in Q1? Content marketing and lead generation aren't just creative exercises. They are increasingly about numbers and performance. Make sure response rates for your Q4 content outperform your response rates for Q1. There are a couple of different aspects at play here. In Q1 your audience may have been in research mode (early sales cycle phase), while in Q4 your audience may be in implementation mode (adoption/purchasing stage of the sales cycle). If you’re not addressing the...

Continuing from Part 1 of this...

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Lead Generation & Funnel Building Checklist for Q4 – part 1 of 2

No doubt your Q4 is going to be busy, who’s isn’t? But is it going to make or break your year’s lead generation and funnel-building efforts? You can busy yourself (and your company’s sales teams) with the right – or the wrong – type of work. Here’s a checklist with five key points to ensure your marketing and lead generation are geared up to provide the best possible results for the final quarter of 2014. If the idea of having only three months left in the year to make a difference fills you with dread, read on: Checklist Point 1 - Do you have the right content lined up? Q4 content isn’t just any type of content. It has to perform in...

No doubt your Q4 is going to b...

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The Role of Webinars in the Sales and Marketing Process

Webinars have become a primary marketing tool to help drive the buying cycle, according to market research firm SiriusDecisions. The effectiveness of webinars spans the entire sales and marketing process, from brand awareness to lead generation and scoring and cross-selling and upselling. Engaging Buyers One of the main reasons that webinars successfully influence prospects in the buying cycle is their ability to capture a viewer’s attention for significant periods of time. Sending prospects an email or having them view your website may capture their attention for 30 seconds to a couple of minutes. In contrast, an average viewer spends 56 minutes in a live, interactive ON24 webinar, according to our benchmark data. The key to providing more engaging, interactive webinars is to allow...

Webinars have become a primary...

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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...

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Benchmarking Webinar Trends – The State of the Market

Altimeter Group analyst Rebecca Lieb says it crisply – "Content is the atomic particle of all marketing." And there is a growing need for content marketing to integrate with marketing automation platforms (MAPs). Long gone are the days of "spray-and-pray" tactics, and measurement has become crucial for the modern marketer. Webcasting has truly become a content marketing vehicle, and the webinar is a shining example of this MAP integration. Webcasts are being integrated with marketing automation platforms such as Salesforce, Marketo and HubSpot, allowing virtual event producers to learn crucial details about viewer demographics and fine-tune event strategies and content for best effect. And, as webinar content flows into marketing automation solutions, you can identify who your best leads are. As a...

Altimeter Group analyst Rebecc...

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Contributing to the discussion around metrics

Reporting. Measurement. Benchmarks. Metrics. Yes, this is officially the "analytics era" in B2B marketing.We provide some metrics of our own in the form of our annual Webinar Benchmarks Report. With this report, ON24 wants to make us all smarter marketers. Our goal is to illuminate key trends across a large pool of webcasts and interpret those trends to better understand what viewers want and what makes a better webinar.The report offers actionable insight on how to make webinars more impactful – leading to increased engagement and, as a result, better leads.ON24 supports more than 26,000 webinars annually, making us uniquely qualified to establish performance benchmarks for the industry. For this year’s report we surveyed a sample of 7,055 webinars, from...

Reporting. Measurement. Benchm...

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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...

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