It won’t come as a surprise to you that webinars are an essential tool in the B2B 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 published last month, Forrester found that ON24 has the best webcasting technology for marketers and discussed how its webinar features uniquely address the needs of this market.
So what separates a webinar marketing platform like ON24 from the myriad of online meeting and web conferencing tools? Quite simply, it is the objective it was designed to achieve. Marketers need a platform designed explicitly for generating and nurturing quality leads – and that’s what ON24 has built.
To be truly effective for lead generation and customer engagement, a webinar platform needs to offer:
1. A personalized experience
ON24 webinars provide a more engaging experience by allowing attendees to “control” their user interface. They can open and close information panels, access social media, view complementary resources, network with other participants and much more.
2. Engaging interactive features
A webinar shouldn’t be a one-sided presentation. With over 30 interactive features, ON24 webinars offer a user experience that will certainly capture the attention of an audience. Allowing attendees to ask questions, access social media conversations, interact with other attendees, and respond to polls results in increased content retention and higher-quality leads.
3. Powerful analytics for lead qualification and nurturing
Comprehensive webinar analytics are critical for identifying sales-ready leads. ON24 offers more than 15 real-time dashboards and reports on user interactivity, registration conversion, content downloads, survey responses and user questions. And our unique user engagement score gives marketers a much richer lead quality picture than what is provided merely by data captured during the registration process.
4. Deep integration with marketing automation and CRM platforms
While webinar analytics are useful on their own, they become considerably more valuable when integrated with a marketing automation / CRM platform and incorporated into lead scoring and nurturing programs. If you’re using Salesforce, Microsoft CRM, NetSuite, Eloqua, Marketo, Act-On, Pardot, Silverpop, Exact Target or HubSpot, ON24 webinars with data integration can help you to optimize your lead qualification processes and accelerate opportunities in your sales pipeline.
Now, more than ever, marketers are challenged to deliver engaging content across multiple channels while generating high-quality leads and influencing opportunities in the sales pipeline. If your webcasting solution isn’t specifically designed for marketing, it is definitely time for an ON24 upgrade.
You can read our Forrester Wave summary report here.
By Tom Masotto, ON24 Vice President of Product Marketing and Business Development. He has worked in sales, marketing and business development in the technology industry for 20 years.