How Do We Create the Sales and Marketing Organization of the Future?

For our next Insight50 session, leaders from ON24, NetLine, and Conversica are sharing their tips on “How to Augment the Sales-Marketing Organization for a Digital-First Future.” Watch the session to get tips and best practices on how to adapt.

Organizations across the world have had to rapidly adjust their marketing and sales practices to a digital-only world in just a few short months. Many of these changes are likely to stick even once stay-at-home restrictions ease. Indeed, a survey of B2B decision-makers by McKinsey found that 79% believe the changes they have made to their sales models are likely to be sustained for more than a year. Some 65% also state their new go-to-market models are as effective or more effective than those before COVID-19.

With that in mind, here are a few thoughts to bear in mind as you adapt to a digital-first future:

Roles and responsibilities will need to adjust

Before the crisis, many organizations — from B2B enterprises to educational establishments — made face-to-face events and interactions a core part of their operations.

Today, these in-person meetings must shift online. As a result, it’s more important than ever that all professionals develop their skills at providing experiences everywhere to their target audiences.

For those in sales and marketing leadership, this means that the day-to-day work and the ongoing targets for those in the team will also need to change. If you haven’t done so already, make sure to decide upon these changes and communicate them across your organization.

Campaigns and go-to-market plans need to shift

Even if the majority of your sales and marketing efforts are online, the change in the working environment has caused significant changes in how people engage with brands.

In an earlier webinar on “How to Make Your Marketing Stay Relevant During Uncertain Times”, NetLine’s David Fortino described that they had seen a significant increase in content consumption.

This is good news for B2B marketers, but it may also mean that while the new prospects generated by online activity are increasing, there needs to be a review of whether the online buying behavior of your customers has changed. Otherwise, there may be a new debate about the quality of leads that marketing is generating.

Needless to say, any face-to-face events also need to be revisited. These reviews shouldn’t take place just from a logistical point of view, but also in how best to create an experience that is relevant for the screen rather than the stage.

Reassess your KPIs

The new normal of today’s business needs to be reflected in KPIs. For marketers, this may mean looking at metrics further along the sales process than normally would be the case. For sales leaders, this also requires an understanding of how buying cycles are changing, and what your team needs to do to adapt.

Finally, it’s important to remember that human connections count even more today. As we spend more time physically away from colleagues and customers, we need to ensure that all our outreach both provides the contact that all people crave while being respectful and understanding of the challenges many of us are facing.

Find out more tips about how to transform your marketing and sales organization

Whether you or your organization is struggling or faring well, you can find out more about how to adapt by watching the session on “How to Augment the Sales-Marketing Organization for a Digital-First Future”.

We look forward to seeing you there.

Three Reassuring Tips About Running Webinars During a Crisis

For April’s Insight50 session, leaders from ON24, NetLine, Demandbase and SAP are sharing their tips on “How to Make Your Marketing Stay Relevant During Uncertain Times.” Watch the session to hear how others are adapting.

Given what’s happening in the world in 2020, many people are feeling anxious and wondering how they should adapt.

Marketers aren’t alone in this regard, particularly when well-developed plans need to be completely rewritten. Many more marketers are turning to webinars to maintain a connection with their audiences, but that doesn’t mean anxieties go away.

In line with April’s Insight50 session, here are a few thoughts to bear in mind that might ease the pressure.

Don’t Worry About Being Perfect

Regardless of industry, many people around the world have now needed to work from home even when previously they didn’t. Whether it’s journalists reporting on developments from their home offices, or the cast of Saturday Night Live doing sketches from their apartments, everyone is adapting to the new normal.

For those running webinars from home, this means that everyone recognizes that from news and TV studios to the best Webinerd hosts, production standards aren’t going to be the finest. So even if you’re hosting a webinar from your kitchen table with poor lighting and a low-resolution webcam, your audience will be empathetic and understand why this is the case.

Indeed, ON24 has for a long time been preaching the benefits of scrappy marketing. With everyone now working from home, this means that scrappy webinars will be even better received than previously.

Feel Free to Be Human

Webinars are known to be the format that allows for building one-to-one connections at scale. As we’re all in the current crisis together, this means that you have the chance to relate to people with a greater degree of common ground.

The problems you might be facing are likely going to be the same as those experienced by your audience – from kids making noise in the background to a less than ideal internet speed. You likely also have loved ones and friends you are worried about, whether about their health or their economic security. As such, look to build empathy and offer real help along these lines. Share your challenges and how you’re dealing with them so you can build a more personal connection.

Reach out and Be Present Everywhere You Can

When few people are able to connect face-to-face, it becomes even more important to connect in other ways. For those locked down at home, this means that digital channels are where the connection is happening.

So when it comes to promoting, hosting or repurposing your webinars, look to share that connection as widely as possible. From social and email to content hubs and third-party sites, look to make your content accessible and visible.

By doing so, you’ll increase the number of people you are able to reach and help out.

Find out more tips about marketing during uncertain times

Whether you or your organization is struggling or faring well, you can find out more about how to adapt by watching the Insight50 session on “How to Make Your Marketing Stay Relevant During Uncertain Times.”

Three Key Tips on Making Your Events Evergreen

For ON24’s next Insight50 session, we’ll discuss ‘How to Make Events Evergreen Digital Experiences’. Sign up for the session to get all the top tips.

There are often times when in-person events are simply not possible – particularly with the issues going on in the world in 2020.

Similarly, with all the investment and effort that does go into in-person events, it makes sense to get the most out of them by creating always-on digital experiences that your audience can dive into long after such events are over.

But how should you do this? Ahead of this month’s Insight50 session, here are a few suggestions.

Record your events and break them up into bite-size pieces

If you’re running an in-person event, whether it’s just a single talk or a multi-day multi-stream extravaganza, taking video recordings can help share the knowledge in the room with a wider audience over a longer period of time.

That being said, it’s unlikely that someone can take time out of their busy day to watch absolutely everything.

To improve the post-event digital experience, break down your recordings into key highlights that focus on the important details with a long shelf life. This increases the chance that your audience will consume several recordings, as they will all be high-value and easy to fit into their schedule.

Look to drive interactivity during the live sessions and as part of the digital experience

Whether they are sitting in an auditorium or watching from their desk at home, providing interactive elements and sharing data can help lift the quality of any session.

Take polls, surveys and questions during both the live event and as part of the always-on experience. Share these results with the audience so they know where they sit.

These engagement tools can both help keep your audience interested and also help you to collect valuable data on what they want to hear.

Bring additional resources into the digital experience

When speakers and panelists refer to interesting content, examples and case studies that they have seen in their work during in-person events, you’ll often see a good share of the audience quickly scribble down a note to look that up when they get back to the office.

The great thing about digital experiences is that you can save them time by embedding or linking to these assets while they watch the presentation. This helps to make the digital experience even more valuable, as well as giving you the opportunity to see which of the viewers are the most engaged and interested.

Find out more tips about making your events evergreen

Whether you’re looking to get the most value out of previous in-person events, or want to stretch the impact of your webinars, make sure to sign up to this Insight50 session on ‘How to Make Events Evergreen Digital Experiences’.

Why B2B Marketers Should Care About Their Brand

For ON24’s next Insight50 session, we’ll discuss ‘How to Amplify Your Brand Across Channels and Audiences’. Sign up for the session to get all the top tips.

For B2B marketers, there’s often a source of tension between long-term goals and short-term wins. Given that marketing leaders often have shorter tenures than professionals in other departments, it can be all to easy to prioritize the low hanging fruit versus goals for the future.

This tension can often be seen in balancing out the importance of brand building versus the constant demand for new leads. So why should marketers keep their attention on their brand? Ahead of the webinar, here are a few thoughts.

Brand matters beyond pipeline and reaches further

As marketers, we can all point to examples where a key prospect has turned into a customer based on their experience of a brand. In these cases, it’s not as simple as attributing all the various touchpoints they’ve had which have led to a sale. After all, it’s hard to measure a scenario where someone says “I got in touch with sales because of a great talk I saw at a conference last year.”

Because there are still plenty of areas of the buying journey where total measurement is impossible — for example, a conversation in a meeting that leads to a purchase — the halo effect of a brand can be particularly helpful in increasing awareness and triggering buyer journeys.

Brand powers sales engagement

When it comes to closing sales, B2B marketers need interactions between sales and prospects to happen smoothly. Having a powerful brand can go a long way to improving the outcomes at this stage.

A study by LinkedIn found that the top factor behind why a B2B decision-maker chooses to engage with sales is that they represent a well-known brand — a factor above providing significant information and even referencing a mutual colleague.

While any kind of sales enablement is done by marketing will help convert more prospects to a sale, the weight the brand carries is a significant factor in whether that conversation will open up in the way it should.

Brand carries the experience everywhere

A consistent brand experience helps communicate the values and quality a company can offer well beyond its own properties. Whether it’s a webinar you are hosting through a third-party site or media partner, or a sponsored white paper appearing on a display ad, having a clear brand helps smooth the experience towards a purchase.

That’s also why ON24 makes it easy for customers to customize their webinar console. When the whole experience is an excellent one, your prospects will feel more comfortable — making sure they come back for more and open up a conversation.

Find out more tips about amplifying your brand

To hear further tips, stories and best practices from marketers that create great brand experiences, make sure to sign up to this Insight50 session on ‘How to Amplify Your Brand Across Channels and Audiences’.

Six Key Steps to Building an Optimization Culture

This post is the last in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

So far, this series on optimization has covered a number of ways in which you can improve your B2B marketing through optimization across the entire customer journey.

As part of this process, you will have likely identified and set goals for your optimization efforts. But making optimization an ongoing process requires a cultural change too — without this, individual contributors will not pursue continual improvement proactively, putting your organization at risk of decay and decline.

To make this happen, we’ve put together a few steps that will help you build an optimization culture not just in marketing, but across sales and customer success too.

1. Get buy-in from the top on an optimization vision

Before you can get other teams to follow you on an optimization journey, you need to make sure you have support from everyone involved.

As you dismantle barriers of siloed teams and targets, set and shape a vision for optimization. This is an ideal point to bring up optimization because you will already be talking about working collaboratively on targets. Taking the vision to a higher level should be part of your conversation here.

2. Work optimization into objectives and key results

As you set collaborative targets, look to also establish measures that demonstrate optimization in action.

Regardless of the performance review and management techniques your organization uses, or whether they are formal or informal in nature, look to get optimization on the to-do list for everyone.

3. Make sure everyone knows about the optimization vision

If you want everyone to work towards optimizing each part of the customer journey — particularly if you will be setting objectives and targets — everyone will first need to know that there’s a shared vision. If they don’t know, then they won’t take the necessary steps.

Schedule a time to come together with leaders from sales, customer success and more broadly across the business to share the optimization vision with everyone.

If you’re part of a large and distributed organization, webinars can also be highly useful as a communications platform for businesses to get the word out.

4. Allow anyone to suggest and make changes in pursuit of optimization

Great ideas can come from anywhere. However, to make them a reality, everybody needs to feel they can both suggest ideas and that they are empowered to put them into action.

Cited earlier, our post, “How to Make Your Marketing Team More Agile” also notes that removing a fear of failure is a critical step to getting people to shift into a ‘test and learn’ mentality.

Within recent years, the Japanese idea of kaizen (translated as “change for better”) has become popular as an approach that allows employees to suggest and make changes. Toyota is particularly famed for this approach and has reportedly implemented the vast majority of changes that those on the front line have put forward. All of this has energized employees.

5. Encourage knowledge sharing to celebrate success and learn from what doesn’t work

To both maintain the momentum for optimization and spread the word about what’s working well, make sure that the results — both effective and ineffective — are visible for people to see.

One practice from the world of software development is the sprint retrospective. The agenda is simple and typically just has three points: what worked well; what could be improved; and what should be done next time? ON24 client Atlassian has a guide on how to run a retrospective, but these points could also be incorporated into any existing meetings you currently have.

To spread this knowledge even further, consider adding these points to your company’s own online communication spaces — whether that’s on an intranet, a company wiki or even a channel on a messaging app such as Slack or Microsoft Teams.

6. Reward and incentivize optimization efforts across your organization

To keep up the good work, make sure you acknowledge optimization efforts, even if an attempt didn’t result in a positive uplift.

How you should best do this is up to you, but this should be a regular occurrence. Even if optimization is tied to annual targets, rewarding efforts on such a time scale is unlikely to be enough to reinforce positive behavior. Both informal rewards, such as buying snacks for the team or even just saying thank you, and more structured incentives such as those connected to compensation, should be frequent enough to keep optimization front of mind for everyone.

Good luck with your efforts on making optimization a success in your organization!

If you’re interested in seeing how ON24 can transform your marketing efforts, sign up for a live demo to see the platform in action.

How to Use Webinars to Create Brand Advocates

This post is the latest in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

We finished up our last post where we focused on how webinars can reduce churn by suggesting turning your clients into advocates.

This next post will take a deeper dive into how you can use webinars for your customer advocacy marketing. Let’s get started.

Identify several potential advocates with customer success

As part of your optimization efforts, you may want to consider focusing on how many users you can turn into brand advocates. Can you increase the number of customers who can either join you on a webinar or take part in a case study?

There are a few ways of identifying how many potential advocates you have. Sit down with your customer success team and, together, identify how many users could make compelling advocates for your product or service. Also, examine engagement and usage data in your CRM and any other metrics that can help you pinpoint potential advocates.

It’s important to create a list with more advocates than you need, as not everyone will be able to assist due to commitments at work and elsewhere.

Identify what you want them to do for you

Once you have your shortlist of advocates, you now need to identify what you want them to do for you.

Try keeping it small at first. It might even help to create your own customer advocate journey. Perhaps start by asking them to sign-off on a quote singing the praises of your product or service and then progress into participating in a full case study and then taking part in a webinar or presenting at a live conference.

Make them an offer they can’t refuse

We aren’t talking Godfather style here, of course. You or your customer success team can send out an email asking them to do whatever you’d like them to do (provide a quote or case study or participate in a webinar) and offer them an incentive or reward. The incentive can be anywhere from a discount or some swag, or as simple as a thank you. It’s up to you and what you think will properly reward them for their efforts.

Suggest webinar formats that make it easy

Since we are focusing on webinars, once you have their involvement, suggest webinar formats that will make it easy for the advocate.

The panel format is perfect for this because all they need to do is to show up, have a webcam ready and answer questions. They can even be pre-recorded so being present at the time of broadcast isn’t necessary.

Get them to commit to a particular time, place and activity

Once you have their interest, look to lock in their commitment in their calendar. This will help both you and your new advocate to plan accordingly.

Be flexible on time and commitments if needed

That flows right into the next point: be flexible on the time and commitment required.

Keep in mind, your advocates are busy professionals and other priorities might come up, so being respectful of their involvement and flexible on commitments can only help to strengthen your long-term relationship.

Get their name in front of potential prospects and customers

Once you’ve got the content from the advocate, whether it be a case study or a webinar, get your advocate’s name out there for people to see.

This is important because not only is this the job you wanted them to do, but it also reassures your advocate that their input has been useful and valued and that it has been taken forward.

Reward them after the webinar and build on their experience

Make sure to reward your advocate after they’ve participated in the webinar. Rewards can be either material or immaterial; just make sure they feel supported and appreciated for their time and efforts.

Lastly, build on their experience over time so they continue to deepen the relationship with you. Ensure that they feel valued and happy to speak up.

To see how ON24 showcases its own brand advocate webinerds, check out ON24’s customer stories and see their examples of success.

Five Ways Webinars Can Reduce Churn Rates

This post is the latest in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

In our last post, we talked about how to optimize customer success by identifying goals within the customer success account journey which could benefit from optimization. Each stage of that journey will have its own performance indicators, but ultimately retained revenue and customer lifetime value is the goal.

However, a metric on the flipside of customer lifetime value is churn. As ON24’s CEO Sharat Sharan has said before:

These are two separate metrics, but they’re so interwoven that marketers shouldn’t think of one without the other. Customer lifetime value is the net profit you can expect from acquiring a new customer – a number that increases whenever you reduce churn.

So, how can webinars help with your optimization efforts in terms of reducing churn? Here are a few points.

1. Increase onboarding success

Reducing churn starts as soon as your customers start the onboarding process. Interactions must be optimal from the get-go, and the customer must be able to derive value from the product or service they’ve just paid for.

Webinars can help optimize the onboarding process by helping to educate your customers about your product or service. These webinars can bring the customer up to speed, show them how to use the core functionalities of your service and walk them through their first actions, whether it be setting up things like software or using the product for the first time.

Keep in mind, webinars don’t necessarily need to educate. Onboarding webinars can just as easily be used to make the customer feel welcome, to start engaging and start deriving value from the product or service.

2. Win new users to an account

In most cases, there is usually more than one user of a product or service within a company. For instance, with software, there are often a number of regular users across an entire company. So, one way to help reduce churn is to get as many people as possible on the team or within the company actively using the product or service so that they can see its value.

Once again, webinars can help with the onboarding process of new users, but they are also a useful resource in increasing adoption. Webinars can be used before onboarding as a way to answer questions such as ‘What is this?’ and ‘Why does it matter?’ They can also be used from an account-based perspective where you invite a selected group of stakeholders and answer their questions one-on-one.

3. Continually educate and update

Once onboarding is done, you’ll want to make sure your customers continue to use your product/service throughout the life of the contract. This means ensuring you are continually educating and updating your customers online on new features or new products. What better way than webinars to spread the word and make sure your customers are aware of new features and how these features will benefit them?

Additionally, companies often experience a shift in staff with employees leaving and new ones coming in. Having access to onboarding and educational webinars, thanks to the always-on feature of webinars, allows new employees to get up to speed with the product or service and learn in their own time.

4. Build lasting connections

Another way to reduce churn is to build lasting relationships with your customers. And the best way to do this is to engage with them.

Webinars, by nature, are built for interaction. Beyond the fact that webinars can be live, other functionalities like Q&A and poll questions also encourage engagement. Webinars also help you to identify people within your account you can begin to build relationships with, as high engagement will likely indicate a willingness to have conversations.

If you are at all apprehensive about whether you can create an engaging webinar, have no fear. ON24’s Webinar Best Practice Series can help you out with that.

5. Create customer advocates

Building connections leads right into the last way webinars can help reduce churn. Once you’ve made and strengthened these relationships with your clients, webinars give you the opportunity to turn them into customer advocates both within their own company and externally.

Get them involved in a webinar. A simple and low-effort way to do this is to invite them to take part in a panel discussion.

This is a win-win for both you and your client because while they are helping you out with advocacy they are also raising their profile and positioning themselves internally as an expert.

To see ON24 in action and find out how you can reduce churn with webinars, sign up for a live demo to find out more.

How to Use Webinars to Optimize Customer Success

This post is the latest in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

So far in this series on optimization, we have covered acquisition, engagement and conversion. The next few posts will cover retention and loyalty.

A key part of retention and loyalty is ensuring your customers get value from your product or service. This is the key responsibility of your account managers and/or customer success team. But, as marketing should focus on the entire customer experience, this vital aspect of customer marketing shouldn’t be forgotten.

Here are the steps you should take to use webinars in optimizing that process.

Find out the Key Stages of Your Customer Success Account Journey

To optimize customer success, you need to go to the source. Meet up with your customer success team or account managers and look at their customer success account journey. Examine each step of the journey and the processes customer success goes through to pinpoint where marketing can help. While your organization might have its own approach, typically a customer success journey will consist of the following.

1. Onboarding

Look at how customers are brought on board. What are the first steps the customer success team takes to welcome customers to your product or service to help them get value? Are they using resources, like webinars, to do this? Once you know what these steps are, you can start to figure out how to optimize them.

2. Product or Service Usage/Delivery

Evaluate how customers are using the product or service after onboarding. Ask what key steps are involved and determine what the customer success team wants customers to achieve. Then you can figure out how can marketing can help encourage the customer to take the right behavior.

3. Continued Use

While it’s always important to make sure your customers start using your product or service it’s also just as critical that they continue to use it. If they do not continue to engage, any renewal or repurchase conversation will be far more challenging.

Again, as marketers, we need to ask what is it that the customer success team wants to see their customers doing, and what role marketing can take to help them achieve this.

4. Repurchase/Renewal/Upsell

This brings us to the final step: getting the customer to stay with your business and potentially adding on to what they already have. To assist customer success with this process, it’s good to know how and when these conversations about renewals, repurchases or upsells happen. What messages does customer success want to deliver?

It’s also helpful to know what kind of information marketing can provide to customer success, such as engagement data and usage, which enables customer success to tailor their conversations with customers in the right direction.

Identify the Metrics to Measure, Test and Improve

This leads us to metrics and the data marketers can provide to customer success across each stage of the customer success account journey.

These metrics will vary across companies and products, but they may include adoption actions used in the onboarding stage of the journey, the number of active seats, or how many logins have happened over a period of time, giving customer success an idea of how much usage is occurring.

Metrics are essential to customer success for two reasons. First off, metrics help to identify customers that are at risk of churn so that steps can be taken in order to avoid that from occurring.

Second, the metrics can also reveal those customers that are doing well with the product or service, leading to upsell opportunities, or which customers could become brand advocates.

Identify Webinars That Could Address Metrics and Customer Success Stages

The next step for marketers is to identify what webinars can help to address these metrics and as well as optimize the stages throughout the customer success journey.

For example, if the goal is to increase the number of customers using the service/product, look at what webinars or campaigns marketing can create to improve the active user metrics.

Create and Record These Webinars

You’ve identified and prioritized what metrics you need to address. Now, it’s time to create the webinars and focus on what outcome you hope to achieve.

If your goal is to optimize continued use, for example, a webinar educating users on more advanced features of the product/service may encourage them to put these features to use.

Make These Webinars Always-On and Enable Your Customer Success Team in Delivery

Lastly, make sure these webinars are available to your customer success team and that they are always on for consumption. While marketing may decide to use these webinars for broader marketing purposes, if the customer success team is aware of and has access to these resources, they can also use them in their own interactions.

Always-on webinars provide continuous access to informative content, allowing customers to access information when and where it’s most convenient for them.

To hear a real-world example of how webinars can scale your customer success efforts, tune in to listen to Securly’s Guide to Scaling Customer Success Through Digital Engagement.

How Content Hubs Can Encourage Engagement Through Content Bingeing

This post is the latest in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

Throughout the past few posts, we’ve talked a lot about driving engagement and how it shouldn’t stop just because marketing has handed over a lead. Equally, engagement shouldn’t cease once sales closes a deal and customer success takes over. We want to keep buyers and customers, alike, engaged throughout their journey.

One way to keep engagement going is to have a place where buyers and customers can access content anytime they want it. One way to do that is to create content hubs where anyone can access a veritable buffet of information as they see fit.

Demand generation portals such as NetLine are well-known for acting as one-stop-shops for a buyer’s needs. But you should also create and optimize your own – and if you’re on ON24 customer, ON24’s Engagement Hub can help you create one. Read below to find out why and how.

Why are content hubs so valuable?

There are a whole host of reasons why content hubs are valuable to both your customers and leads, and to the marketing team as an engagement tool.

  • Content hubs provide an opportunity for continual engagement. Whether your content hubs are used for early-stage marketing or existing customers, providing a content hub allows your audience to access content whenever it wants in one location. And as you can continually update them, there are ample opportunities for optimization.
  • Content hubs allow buyers to educate themselves easily at their own pace. Whether someone wants to learn everything as quickly as possible by consuming binge-worthy content, or if they prefer to ‘snack’ on content over time, having a single place allows them to engage however suits them without needing to search across multiple locations.
  • Content hubs can be personalized to fit your exact customer. This can be particularly valuable if you’re engaged in account-based marketing or are targeting specific industries, roles or verticals.
  • Content hubs provide a resource for marketing, sales and customer success. If anyone wants to signpost a lead or a customer to further information, content hubs provide an easy way to do that.

What is content bingeing and why is it valuable?

Netflix and other streaming services have made binge-watching, where viewers devour an entire TV series in one sitting, a common occurrence.

B2B marketers can encourage prospects and customers to consume content in a similar manner through content hubs. Presenting lots of content of value in one place entices them to engage more than if they had simply been put in a drip campaign or nurtured slowly over time. This offers the following benefits:

  • Bingeing allows for rapid learning. Whether your prospect is trying to educate themselves on how to solve a problem, or a customer is learning how to use your product, bingeing allows that process to be accelerated.
  • Bingeing provides intent data. The information collected as a user engages can be used by marketing, sales and customer success to help tailor their approach to that individual.
  • Bingeing helps to develop and strengthen relationships more quickly. As people become more acquainted with your company and its offerings, conversations – and the conversions that follow – become easier.

How can content hubs and content bingeing be optimized?

If you haven’t yet created a content hub, start off by creating key pages with compelling value propositions. Grab the viewer’s attention with titles and calls to action expressing how watching your webinars and downloading your content will help with a certain pain point or get them through a particular stage of their journey. You’ll also want to embed and organize multimedia assess that will entice viewing such as clips, webinar sign-ups and downloads of other assets that viewers can engage with.

Once you’ve done so and have a performance baseline to optimize against, here are a few things to try to optimize the performance of your content hubs:

    • Test different content. Explore both different themes and messages, and different types of content. Try embedding and organizing multimedia assets that will entice viewing such as clips, webinar sign-ups and downloads of other assets that viewers can engage with.
    • Create and test multiple content hubs. See if different approaches work with different audiences, and use the lessons to improve your other hubs.
    • Use marketing automation to drive relevant visits. Whether you’re trying to push a prospect over the line to become qualified, or if you’re trying to reengage a customer that hasn’t been seen in a while, invite them to check out your content hub. You can also use ad targeting to create a custom audience of people who haven’t turned up recently and bring them back in.

Do you want to find out about how to create a binge-worthy webinar series? Find out how Magento did so by watching our on-demand webinar on ‘The Netflix Effect: Building a Binge-Worthy Webinar Series’.