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Totally ROI(GHTEOUS): ON24’s Where is Your ROI? Campaign

Guerilla marketing involves high energy, a ton of creativity and strategy. This year, ON24 decided to go the unconventional route for marketing at one of the biggest software conferences. We chose not to sponsor at Dreamforce ‘16 in SF, but do something different… at least different for ON24. ”If we can’t sponsor, that doesn’t mean we will shy away from the biggest conference of the year,” we said. So we put on our thinking caps and got creative. Being shy isn’t our forte, or mine to say the least. So it only seemed right that doing a guerilla marketing campaign at ON24 would be given the green light. Ok, “Where to start??” First, a campaign idea focused on highlighting the high...

Guerilla marketing involves hi...

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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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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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Five New Year’s Resolutions for Your Webinars

Everybody makes New Year’s resolutions, and they’re often around self-improvement. Every year it seems that we resolve to get more physically fit and save more money, right? And the list goes on! As we turn over a “new leaf” from a personal perspective, we can do the same professionally, as webinar producers and marketers. By making a number of small, incremental improvements, webinar pros can see a positive difference in their results by the end of the year. Therefore, we proudly present ON24’s webinar resolutions for 2014 – as we look at the “old habits” that hold us back and challenge ourselves to implement the changes that will help us do better in 2014. So,...

Everybody makes New Ye...

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It’s not just about the metrics

There must be room for intuition in marketing. Metrics have become the norm for guiding how today’s marketer makes informed decisions about where to devote marketing dollars. But too often, if we adhere ONLY to the metrics, our campaign mix will simply become “rinse and repeat” and yield the expected incremental improvements, but lack the disruptive nature of a wholly original, groundbreaking campaign. You need creativity and courage to set your business apart. According to IDC’s new marketing benchmark study, now is not the time to be risk-averse, because aggressive marketing often accompanies successful corporate performance. This approach doesn’t come from metrics as much as from intuition, a recognition that while you may not have the numbers to back it up, a...

There must be room for intuiti...

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9 Truths about Profitable Lead Flow

Sometimes blog posts stating the obvious about common issues are the most useful – they allow us to compare against the status quo and help us understand whether or not we’re on the right track. I concede that my blog posts perhaps don’t always adhere to that formula… but here’s an olive branch. Managing your lead flow is one of today’s key priorities (and challenges) for any marketer. With marketing teams increasingly positioned as service providers to their sales counterparts, performance-related aspects in marketing are commonplace. As a result, marketing needs to be aligned with sales in building pipeline. The old adage holds true – “If you fail to prepare, you prepare to fail.” Consider the following 9 points: 1. Know what sales teams...

Sometimes blog posts stating t...

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Is there a difference between a webcast and a webinar?

I must admit I am guilty of using these two terms interchangeably, but I do think they have different meanings in many people’s minds. Webcasts are high-profile live events, often created using HD video equipment and broadcast from a conference venue, TV studio, or corporate videoconferencing room. Producers ensure every detail is perfect, creating a high-impact experience for the viewer. "Webinar" is a term marketing people use to describe their regular online communications programs for lead generation and customer outreach. But I want my webinar to create a high-impact experience for my viewers, too! So webcasts and webinars share a common goal — wowing viewers so they pay attention to my content. Today on the web, this is no small feat. There are...

I must admit I am guilty of us...

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