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ON24 Blog

The ON24 Marketing Excellence Awards – Enter Now!

You’re understandably proud of your marketing webinars. So are we – and we’re always thrilled to highlight the “best and brightest” events delivered via the ON24 webinar marketing platform. That’s why we’re sponsoring the ON24 Marketing Excellence Awards, along with our friends at the Content Marketing Institute (CMI). While this is the sixth year for our annual competition, this year, for the first time, we are honoring only webinars used for marketing applications. The evolution of our customer awards program is consistent with the evolution of our business. What started as the Virtual Event Excellence Awards became the Virtual Communications Excellence Awards, reflecting the emergence and prominence of virtual environments and webcasting. And now, because more than 70% of our business...

You’re understandably proud ...

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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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At the Intersection of OD and Live Is Sim-2-Live

Webinars have established themselves as part of the buying cycle, and the technology has advanced enough that setting up a webinar is no longer complex. So now with complexity out of the way, marketers have begun to think of new ways to use webinars to speed up the buying cycle and drive purchase decisions. While working with many of our customers, we have discovered that one way to accomplish this is to merge pre-recorded content with live presentations in order to create more efficient and effective webinars. When simu-live was added to ON24 Webcast Elite last year, we saw customers immediately jump on the ability to record polished presentations and present them to a live audience. And now, with our new...

Webinars have established them...

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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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All Leads Are Not Created Equal

Not all leads are created equal. In fact, being able to measure the quality of leads is just as -- if not more -- important as gathering a large quantity of leads for your sales team. That is why we've been working hard to make lead scoring monumentally easier for the marketer. Let’s start with the ON24 Engagement Score, which we launched last year. So, what exactly is the engagement score, and how can it hel.p you? The score is a single number that evaluates viewer engagement on a scale of one to ten – with the most engaged viewers scoring highest. To determine a viewer’s ranking, the engagement score algorithm measures attendee interaction and participation, attributing points to activity in six areas: widgets opened;...

Not all leads are created ...

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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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Making Virtual Sales Enablement Happen

In a recent post, we talked about how digitally advanced companies are transforming their sales organizations and redefining the sales training process with a focus on virtual sales training to better serve a global workforce, drive employee engagement and enhance information retention. For these reasons, virtual platforms have become the solution of choice for sales kickoffs; annual and regular meetings; and persistent virtual learning environments that are used for ongoing training and new hire onboarding. We know that virtual sales training is an important new strategy, backed up by solid numbers, and that digitally advanced companies outperform in key financial metrics. But what’s the next step? Here at ON24, we think the next step is to create a virtual sales enablement strategy and...

In a recent post, we talked ab...

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4 Principles for Great Content Marketing

Content marketing is a vital component of any B2B marketing strategy. Savvy marketers devote time and money to developing various types of content, including white papers, webinars, tweets and blogs, which appeal to and engage their audiences. But are marketers getting the most out of their content? Not all content is created equal, so it’s up to you to determine what will deliver the most ROI. And, while each piece serves as a way to engage with a potential lead, content ROI is maximized when it is used at the optimal stage of the buyer’s journey. White papers, for example, support sales in that they provide helpful and in-depth information on a product or service to a prospect conducting initial research....

Content marketing is a vital c...

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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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