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Huffington Post, Sharat Sharan – Are Marketers Truly Data-Driven?

In the marketing community — and just about everywhere else in the tech sector — we love to hype how many ways we can apply data to our initiatives. In practice, however, few marketers can really validate the ROI of their efforts. The burning question therefore remains: is the fire hose of available data actually being translated into more effective marketing campaigns? For most marketers, applying data-driven strategies that clearly work can be elusive. Surveys show mixed results: while most marketers are enthusiastic for the promises of data science in their field, actual results are more murky. In fact, an October 2015 study by the Interactive Advertising Bureau and the Winterberry Group found less than half of marketers have found the use...

In the marketing community...

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DMNews, Kim Davis – Meet the Marketer: Mark Bornstein of ON24

"Conversations, not clicks."  That's how Mark Bornstein, VP of Content Marketing at ON24, sees the future of customer engagement. Maybe it's a predictable position for a spokesperson for ON24 to take. After all, the San Francisco-based virtual event platform has built its business around the webinar--a forum precisely designed to curate conversations between brands and prospects. But to be fair, he has a much more detailed case to make. Post-Snackable Content "Remember the whole 'snackable content' thing?" he asked me.  This was the idea that social media users had attention spans way shorter than 30 seconds, leading to the marketing hypothesis that lead generation would be enhanced by publishing video and other content which could be consumed in the blink of an eye....

"Conversations, not clicks." ...

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DMNews, Editorial Team – Marketers Share Their Biggest Mistakes and How They Fixed Them

Joe Hyland Chief Marketing Officer, ON24 Type: Audience Mistake: It's a common mistake for any marketer to misunderstand who their audience is. I know in my career there's been plenty of times when I thought I knew my audience and customers, but didn't truly understand them (what they want, when, and why) -- and this can make marketing sound pretty tone deaf. Solution: I've learned to constantly question my assumptions about my audience. I constantly ask my team to think about the people we are marketing to. Who are they? What pain points do they have and how can I add value while being relevant? What do they want to see from me, when, and where? What's their daily routine like? Your target audience and customers are...

Joe Hyland Chief Marketing Of...

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Media Post, Laurie Sullivan – Marketers Want Technology Search To Be Like Online Dating Match

Some 82% of B2B marketers prefer to research technology from vendors similar to how online dating matches work, according to ON24 CMO Joe Hyland, who made the connection after his effort to better understand the motivation behind consumer behavior. "The data supports the hunch, but we were prepared to be wrong," Hyland says. "It could also apply to B2C, but we focused on the B2B market." Although a little surprising, Hyland admits, people gave direct attribution to online dating sites because they feel more comfortable connecting digitally. The ON24 study, conducted by Hanover Research, reveals how marketers' online dating habits impact how they conduct research analyzing technology platforms, and make purchase decisions. Marketers want the ability to search through a database and find...

Some 82% of B2B marketers pref...

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Huffington Post, Joe Hyland – Do Modern CMOs Have To Choose Between Awareness And Demand Generation?

It’s one of the most basic and yet persistent questions facing CMOs and marketers. Do we go the billboard route, which will presumably reach a wide audience, but one that will provide little data on customers and their interaction with the advertisement? Or do we go the digital route, like using Facebook ads or increasing SEM, so we can track customers, which may reach fewer folks than a billboard, but will show detailed metrics and tracking that will clearly illustrate the campaign’s ROI? In some ways, this debate raises a more philosophical marketing question: What’s more important, improving the long-term brand of your company, or driving immediate, tangible sales results for your business? For the modern marketer, gaining general awareness and driving...

It’s one of the most bas...

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Streaming Media, Troy Dreier – ON24 Takes $25M Investment From Goldman Sachs, Plans Expansion

ON24 is capping a strong year with a significant investment. The webinar marketing platform announced today that Goldman Sachs has invested $25 million in the company. As a result of the investment, Holger Staude, vice president of Goldman Sachs's Private Capital Investing Group, will join the ON24 board of directors. Goldman Sachs believes in ON24's flexible and scalable cloud-based platform, which delivers webinars to large and small companies alike, he said. ON24 plans on using the funds to drive growth in the U.S. and abroad, and to improve its product features. This news comes at a strong time for ON24, as the company reported 70 percent year-over-year growth in 2015. Marketers are increasingly turning to webinars to educate their target consumers, ON24 says....

ON24 is capping a strong year ...

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Wall Street Journal, Deborah Gage – Goldman Sachs Invests $25M in Dot-Com Survivor ON24

A unit of Goldman Sachs has invested $25 million in ON24 Inc., an 18-year-old software company that survived the dot-com bust and is lately seeing growth again after several strategic shifts. In its latest iteration, ON24 is providing a software platform for companies to produce marketing webinars, which they can promote through social channels and combine with data analytics to identify prospective buyers. The company now serves more than 1,500 customers and is adding about 175 customers each quarter, according to co-founder and Chief Executive Sharat Sharan. “All of us do research when we buy a car…and we’ve started to see the same trend emerge in business-to-business sales” where people are downloading information, asking questions and answering online polls, Mr. Sharan said. ON24 is...

A unit of Goldman Sachs has in...

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Fortune, Heather Clancy – Goldman Sachs Backs Webcast Specialist On24

The company will host more than 100,000 virtual events this year Seminars delivered via webcast routinely rank as one of the most effective ways for business-to-business marketers to build a pipeline of educated sales prospects. Some consider them second only to the perceived influence of face-to-face meetings. The business of hosting all those virtual webinars likewise continues to grow quickly. Consider this stat from one of the most established players in the category, 18-year-old On24. Last year, it handled more than 60,000 webcasts. This year, it is on pace to manage more than 100,000 for approximately 1,500 companies, according to On24’s internal projections. Those prospects have inspired a $25 million infusion, disclosed Tuesday, and led by the Goldman Sachs GS -1.11% Private Capital...

The company will host more tha...

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