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ON24 Blog

Use the Right Webinar Tool for the Job

You wouldn’t stir your coffee with a shovel or dig a hole with a spoon, would you? Similarly, marketers have many tools to use, and often through trial and error they discover which tool is best for a specific job. Yet I continue to hear about marketers attempting to use online meeting tools to run webinars, only to obtain lackluster results. So what’s the reason behind these lackluster results, you ask? It’s simple, really: an online meeting tool doesn’t meet the same needs satisfied by a webinar platform. You may need both, but they are ideally suited for very different applications. When to use an online meeting tool An online meeting tool works great for small, collaborative groups. You may want to...

You wouldn’t stir your coffe...

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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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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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Do You Need to Rethink Your Webinar Platform?

Mention the "seven signs" and people might joke about the Apocalypse – and while it won’t end the world, we here at ON24 know that poorly executed webinars are a marketing apocalypse waiting to happen! Specifically, we’re talking about lost opportunities due to reduced engagement, lower conversion rates, fewer leads generated and reduced ROI of marketing programs. So, before your own webinar marketing apocalypse comes along, we’d suggest that you reevaluate your webinar program in seven key areas: 1.  Does your webinar platform limit access to events? Evaluate how easy or difficult it is to access your webinar. Does it make end users download and install additional software and plug-ins, becoming a recipe for waiting, frustration and hassle? Avoid tune-out with a platform...

Mention the "seven signs" and ...

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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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From Thought Leadership to 40% More Leads

Relevant content drives webcast audiences – and when your company gains the "trusted advisor" position it facilitates the transition from "interested prospect" into a lead that can be identified, tracked and qualified. We at ON24 know that thought leadership can seed the "trusted advisor" position. However, what happens when thought leadership content is really good, but the webcast platform keeps failing? The lead generation engine stalls. This is exactly what happened to ON24 customer Avention, Inc., a provider of B2B data that helps sales, marketing and research professionals be more effective. With 4,000+ customers, Avention was already successful – but looked to their “B2B University” thought leadership webcasts to drive awareness and lead gen through expert, non-promotional content. Before adopting ON24 Webcast Elite...

Relevant content drives webcas...

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Four Ways to Optimize Lead Generation and Qualification

According to a Demand Gen Report Benchmark Study, 73% of marketers say webinars are their most effective tactic for generating qualified leads for their sales funnel. Furthermore, 65% of marketers believe webinars are the most effective way to influence leads in the mid and late stages of their funnel. Demand Gen’s report clearly indicates that webinars are one of the most important tools for the modern marketer. As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. The effectiveness of webinars spans the entire sales and marketing process, from driving awareness, to lead generation, lead nurturing, cross-selling,and upselling. That's why we've outlined four webinar best practices to help you to improve...

According to a Demand Gen Rep...

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Webinars: The Essential B2B Marketing Tool

It shouldn't come as a surprise to you that webinars are an essential tool in the B2B modern marketing arsenal. In fact, webinars are the #1 tactic at each stage of the sales funnel, according to Forrester Research. In "The Forrester Wave™: Enterprise Video Platforms And Webcasting, Q1 2015," a detailed evaluation of 16 video platform and webcasting providers, Forrester found that ON24 has the best webcasting technology for marketers and discussed how our webinar features uniquely address the needs of the market. So what separates the number one webinar marketing platform from the myriad of online meeting and web conferencing tools? Quite simply, it is the objective it was designed to achieve. Marketers need to use the right tool for the job - a platform...

It shouldn't come as a su...

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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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