Insight50: Three Key Points Ahead Of Our Scrappy Marketing Webinar

To discuss ON24’s latest theme of scrappy marketing, our upcoming Insight50 session will be exploring just that – and answering all your questions on how to put scrappy marketing into place. Sign up to the session to get your questions answered.

We’ve been discussing scrappy marketing on the ON24 blog so, in case you somehow missed it, here’s just a taste with the first post of the series.

What is scrappy marketing? Simply put it is a mindset that looks to drive results quickly by being creative and standing out from all the rest of the noise. It means setting aside the habit of thinking your marketing needs to be polished and perfect and, instead, getting into the habit of just getting it done and out there.

Changing habits can be difficult but once you’re consistently applying them to your marketing, you’ll start to reap the benefits. So how should go about putting scrappy marketing into place? Ahead of our next Insight50 webinar, here are a few points to encourage you to learn more.

Scrappy marketing drives results – fast

By letting go of the thought that every bit of marketing you do has to be done to perfection, you are able to get more out there, quickly. This means you are connecting with your audience more frequently. So, while the bigger players are spending more time and money polishing up their marketing, yours is already in front of your audience.

Scrappy marketing also gives you the advantage of learning by doing. By quickly getting campaigns out, you are able to gather the performance data and learn what works and what needs to be improved upon.

Don’t forget, being a little rough around the edges can actually work as an advantage. People love the underdog and so do businesses. It’s that lack of perfection that will make your marketing more relatable and establish a connection with your buyers.

But scrappy marketing needs team buy-in

There may be members of your team that will resist this different approach but having everyone on board is essential to its success. To get your team’s buy-in, you can create urgency by showing them the threats and opportunities and then build an alliance, not just with your marketing team but with an array of individuals at different levels of your organisation and who have different capabilities. Don’t be afraid to use data to gain support. Sometimes numbers speak louder than words.

Once you’ve got your team’s buy-in, encourage innovation and don’t let them be afraid to fail. Test quickly and learn from your mistakes just as quickly. This can help you from having big failures later on.

Scrappy marketing helps you close the loop

Part of the problem new companies have with new initiatives is that they tend to spend too much time arguing and stressing over what might be considered the minutiae of a campaign which only services to delay it going to market and receiving feedback from customers.

Scrappy marketing makes it possible to get things done quickly so it’s out there in front of your customers in no time. In turn, you receive feedback quickly so that you can start adjusting and improving where you need to for your next launch. Each time you run through a cycle, you are able to improve what you are doing but at a much quicker pace than if your team was trying to perfecting and polishing everything at once.

To find out more and ask your questions, make sure to sign up to our Insight50 webinar on scrappy marketing.

GDPR: One Year Later, How Has It Changed How We Market?

Last week, ON24 ran its latest Insight50 session on how GDPR has made us better marketers – where we provide fellow Webinerds with 50 minutes of expert insight and answer the questions that are important to you.

Below is just a brief wrap up of insight from Hellen Beveridge at Data Oversight, Sean Donnelly at Econsultancy, James McLeod at Leadscale – and of course, you the viewers! If you didn’t manage to see it, watch it on-demand here.

Last year, at this time, GDPR was on everybody’s lips with companies wondering if their practices were compliant with these stricter regulations and marketers wondering what stricter data would mean to how they did their jobs.

It has now been a full year since GDPR came into force. What impact has it had on the way we do marketing? Below are a few insights from the webinar.

Have data regulations made us better marketers?

While more than half (58%) of webinar attendees said that GDPR has somewhat improved their organisation’s marketing performance and practices, another one-quarter (25%) say that there hasn’t been a change at all. Luckily, only 17% report that their marketing performance has suffered a decline since GDPR went into effect.

Although the jury is still out for James McLeod as to whether GDPR has made us better marketers, he does think it has made marketers more cautious. On the other hand, Hellen Beveridge, who consults on data protection practices, has a positive view of what stricter data has done for marketers.

“I actually think that data protection has made marketers clever and more thoughtful because they have to look at everything they do through the lens of lawfulness, fairness and transparency. So, I’m firmly on the side of yes, this has been a really good thing.”

Sean Donnelly has also seen indications that GDPR has had a positive effect on businesses in general:

“Of the companies that we surveyed (about 12,000), all those marketers that identify their companies as being mature with regards to customer centricity indicated that GDPR has been more of an opportunity for them than anything else.”

What Best Practices Can Marketers Put Into Place?

The majority (60%) of webinar attendees reported that one of the benefits to stricter data regulations has been a shift from quantity to quality. However, 43% also said that their lack of knowledge of how to market in a GDPR world has proven to be a challenge for them.

So, what practices can marketers put into place to ease this challenge? James shared several best practice tips:

“I think [when it comes to acquiring new data] number one is transparency. You need to know where your data is coming from and what it is. Number two is to maintain brand safety… Then be on the lookout for any of those fraudulent activities that unfortunately do mire the B2B landscape… Everyone is talking about compliance, but I think it’s also very important that we talk about accuracy when we’re talking about best practice.”

Hellen is in agreement with the importance of data accuracy and elaborates on the fact that part of what causes data inaccuracy is that marketers are asking for too much information at one time and the data is unstructured. To alleviate this problem, she strongly advises investing in a single customer view.

“If you have a single customer view, where all your marketing is going after one fact, as a living piece of data, and constantly adding more and more information to this single customer view, it’s accurate, and it’s alive, and it’s useful. Then, by default, it will become compliant.”

What Are Some Top Tips For Marketing With Stricter Data?

As a closing to the webinar, the panel was asked to give one top tip as a takeaway.

First off, Hellen advises that having a good relationship with your data protection officer (DPO) has its advantages:

“Do involve them at an early stage. A knowledgeable data protection officer will save you from the really boring bits. You don’t have to know about all the article compliance; we can do that. We can summarize it and make it look pretty. Remember that at the end of the day, what you want is fit data and not fat data and the DPO can make your data fit.”

While Sean agrees with Hellen’s advice, he also adds that knowing the language of data protection can be beneficial:

“Equip yourself with some of the vocabulary around the operational aspects of data. Because, if you can do that, then you can understand some of the different use cases and you will be better able to collaborate with your DPO.”

And lastly, James reiterated the importance of data accuracy:

“Make sure that all the data you’ve got coming into your business and your funnel through all of your different channels is accurate and usable.”

Hear more on our Insight50 session

The quotes above are just a small sample of what was discussed and answered on May’s Insight50 session. Make sure to register to watch on-demand and find out how stricter data can work in your favour.

Insight50: How to Make International Marketing Less Complex

Each month, the team at ON24 puts together Insight50 – where we provide fellow Webinerds with 50 minutes of expert insight and answer the questions that are important to you.

This time, the theme was taking your marketing global. Thanks to innovations in technology, our world has shrunk making it possible and necessary to think globally in marketing but how do marketers go about making the seemingly complex task of marketing to other countries simpler?

The below is just a brief wrap up of insights from Paula Morris at Pi Marketing Solutions, Michael Meinhardt at Cloudwords and Peter Bell at Marketo – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

Marketing internationally can sometimes be complex and challenging. In fact, when webinar attendees were asked what level of complexity they are finding with their international marketing campaigns, the majority (65.6%) said they were finding it ‘somewhat complex.’

While we live in an era where the world seems much smaller and technology has made us more connected, there are still cultural differences to consider, along with obstacles such as language that only adds to the complexity. So, how do we go about addressing these differences and overcoming the obstacles in order to see success?

Here are a few insights from the webinar that can help those companies already engaging in international marketing and those who are getting ready to go global:

Why Make the Effort?

For many organisations, whether to go international isn’t really an option. As Paula Morris explained, with the growing use of marketing channels like social media, there isn’t much of a choice.

“Marketing has to be global now. The world is a lot smaller as people become more connected. So, I think if a company isn’t looking at international marketing, then they won’t drive consistency. I think more and more, you have to think globally and then look at those local nuances for different markets, rather than the other way around. It should be global first, and then start to tailor your campaigns thereafter with a local feel. Then you’ll see the impact of what global campaigns can drive for an organisation.”

Michael Meinhart agrees with Paula about organisations adopting a ‘think globally and act locally’ mentality and believes many organisations have already started. At the same time, Peter Bell believes that marketing globally isn’t so much an option as just how things are now and, because of that, performance needs to be addressed accordingly.

“Once you’re in that world, then you really start to focus on the things that matter. ‘Why is that campaign not performing as it should in France? What is it?’ Dig into it to find out what it is because otherwise, quite simply, you’re going to be called to account. And it’s not like any of us have the option to elect which countries we market into. For the most part, markets are global and therefore performance is expected to be global, too.”

Why is international marketing so complex?

None of the webinar speakers were at all surprised by the audience’s response to how complex they are finding marketing internationally, but they did offer some insight as to why that is and where marketers needed to focus to alleviate some of the complications.

First off, Peter brought up the point that there is a difference between translation and localisation. Marketing to a different country doesn’t just involve getting the language right. Although that can be an obstacle, it goes beyond that.

“You need not just to have that the local market knowledge, but to listen to it. And listening to it makes life harder. It means you have to change things. That means you don’t have one size fits all. And fundamentally, that means it does create complexity but it’s a good complexity – because if you can master it and overcome it, then you’re going to see the results.”

Acknowledging the importance of localisation versus translation, Michael noted that organisations often overlook the strategy behind entering global markets. He believes that what organisations struggle with is having a business process behind going to market in specific regions. What kind of strategies has he seen?

“We see really two different ends of the spectrum, one in which there is a centralised model, where you have a team that is responsible for the content and for pushing content forward out to the different markets. And then you have a decentralised model, where the markets themselves are responsible for developing that material, and ultimately, the overall strategy. It really depends on the kind of the organisation, the kind of the maturity of those organisations and how they’ve kind of been structured historically.”

What are some quick wins for going global?

The panellists offered some quick wins and parting words of advice to help going global progress smoothly.

Michael, again, emphasised the need for a strategy and finding out which regions are most important to you. Also, he suggested that when it comes to language, it may not be as overwhelming as you think.

“You really don’t need to address all that many languages to capture 90% of the business speaking market. You’re really looking at 10 languages…those languages are English, French, Italian, German, Spanish, simplified Chinese, traditional Chinese, Korean, Japanese, and Portuguese.”

One of Paula’s main wins was regional enablement and giving your regional team the tools they need to be successful.

“Whether it’s local marketing resource or sales resource in a country, you should be enabling them, whether that’s from a marketing perspective or a sales perspective. You need to be giving them the tools to go out and market.”

Peter expanded on this by suggesting organisations hire locally. Not only that, he advises being open to what those local colleagues have to say.

“If you won’t listen to your colleagues who are foreign or different from you, do listen to the campaign results because they will speak for themselves. They will probably tell you to listen to your colleagues who have been telling you this for some time.”

Hear more on our Insight50 session

The quotes above are just a small sample of what was discussed and answered on this Insight50 session. Make sure to register to watch on-demand to learn more about simplifying international marketing.

The Lean Webinar: Three Steps To Improving Your Webinars Over Time

This post is the final post in our series on scrappy marketing – an approach can help you achieve better results in less time.

One of the most talked about business books in recent times has been The Lean Startup by Eric Ries. The book looks to address a key problem for young companies and new initiatives – that too much time is spent on ideas and products before they get feedback from customers:

Too many startups begin with an idea for a product that they think people want. They then spend months, sometimes years, perfecting that product without ever showing the product, even in a very rudimentary form, to the prospective customer. When they fail to reach broad uptake from customers, it is often because they never spoke to prospective customers and determined whether or not the product was interesting.

The same could be said for marketing. Too often in the past, teams have spent hours or days arguing over the copy, finessing messages and creative, cycling through a process of revisions and feedback that makes campaigns take too long to get to market.

But today, change happens too quickly. Instead, marketers should be taking an iterative approach, putting more value on getting results and feedback over making things ‘perfect.’

This is one of the key benefits of scrappy marketing. By getting more done in less time, you’ll get more data on what works and what doesn’t. This can then be fed back into future campaigns and activity. Over time, each cycle of your marketing activity will become better.

So, as you go forward with your scrappy marketing journey, we’d like to make the case for The Lean Webinar. It’s what many ON24 customers have been doing instinctively over time and feeds into how they progress through four stages – from webi-newbie, to webi-basic, to webi-pro and webinerd.

Summing up our earlier posts from the scrappy marketing series, here are the three steps you should follow to progress your journey.

1. Build Your Webinars Fast

Earlier we covered how you can get quick campaign ideas, accelerate your marketing and webinar formats that are quick and easy.

You should put these steps together to make sure you can get webinars out to your audience at pace. If you’re still struggling for time, see if there are any old webinars you can repurpose. Delegate more to your team and give them the freedom to experiment.

To get attendees, revisit tactics to drive webinar registrations at speed, and make sure to use third-party sites and syndication partners.

2. Measure Your Results

Once you’ve run your webinars, look at their performance to find out how you performed against your goals. Our checklist for content marketing brainstorming has guidance here, along with our post on how to measure webinar success.

The good thing about running webinars is that they will collect a range of metrics that you can use to assess your performance.

3. Learn and Apply

Once you have your results, review the figures and ask where there may be opportunities to drive further performance. This should become a regular marketing habit.

Taking a scrappy approach means that you don’t have to look to overhaul your entire campaign if it’s performing in certain areas. Instead, look for quick tweaks where you can improve performance.

Some ideas you might want to explore include tips to improve webinar engagement, turning your webinar into a podcast, or driving always-on webinar viewing. You can also look to make your webinars better by building an improvised webinar studio.

In isolation, each of these changes might not initially add up to much. But put together, these incremental steps will help build results over time.

Good luck with your journey to becoming a scrappy webinerd!

How Can We Humanise the Digital Marketing Experience?

Each month, the team at ON24 puts together Insight50 – where we provide fellow Webinerds with 50 minutes of expert insight and answer the questions that are important to you.

One of our recent sessions was on humanising the digital marketing experience. With just about every marketer singing the praises of the benefits of personalisation, how can it be done at scale without losing the personal touch and putting off prospects?

The below is just a brief wrap up of insights from Joel Harrison at B2B Marketing, Leanne Chesco at Demandbase and Matt Heinz at Heinz Marketing – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

As we move further into the world of digital, keeping marketing personal and human can prove to be difficult. While it is one thing to be able to personalise the experience for one or even a few targets, it’s another to do it at scale.

So how do marketers use the technology available to them to work at scale, keep it personal and make it human? Here are a few insights from our panel of experts.

Why is it important to be human at scale?

You could probably look in your inbox right now and find an email that was meant to be personalised, but somehow failed for any number of reasons. In fact, more than 4 in 10 (43.3%) of webinar attendees reported that on a weekly basis, they received ‘personal’ emails that were clearly automated and as a result became irritated. Another one-third (33.3%) said they receive these types of emails daily.

It’s clear that receiving emails where it is apparent that no one bothered to research who the recipient is, what their organisation does or the specific needs of the organisation are can be off-putting to the recipient and counterproductive for the sender.

For Joel, the importance of being human at scale is because as marketing continues to become more digital, it becomes more difficult to get more traction in brands and to see through what is not relevant.

“As much as we need to be digital, we need to be human. That’s what creates traction with our audience. I think it’s fair to say that B2B buyers are becoming more and more cynical so I think that, for me, that’s the importance of being human.”

At the same time, Matt Heinz warned about getting too caught up on efficiency and scale at the expense of the experience for the buyer. He reminds the audience of the importance of creating a one-on-one experience for their customers.

“I think it’s important to keep in mind that no matter what your campaign is, no matter where you’re sending it from, for the recipient, for the buyer, for your customer, it is always a one-on-one interaction. They don’t care how many other people you’re sending that message to. They are just thinking about themselves. And they’re receiving that message as one person as an individual.”

How can automation be used more effectively?

When webinar attendees were asked to describe their organisation’s approach when it comes to automation 39.3% said they did not use marketing automation and 28.6% said they use automation in a limited way.

One-fifth (21.4%) said they do use automation more than before, but it still sometimes appears stilted and unnatural. For these organisations who reported using automation but maybe not in the most effective way, Matt suggested stepping back away from working in ‘fire drill mode’ and looking at what automation can do for the organisation.

“What you’re doing in eight hours, you could do in two. What you’re doing to impact 100 customers, you could impact 10,000 customers. And yes, you’re going to have to step back and do some work to put that in place. But that investment and creating those automated systems is going to have a far-reaching, scalable, highly valuable impact on what marketing can do not only with those customers, but the impact marketing can have on sales and revenue.”

For organisations that have marketing automation in place but their sales teams are not taking advantage of it, Leanne suggests that marketers get that data into the hands of reps. Providing them information like intent data can help validate that their prospects are showing buying signals, while behavioural data from target accounts can inform salespeople that their prospects are visiting their website.

“Say a customer is coming up for renewal, you can look at things like intent data to understand actually what that company is looking at. That includes content that’s on your website, but also content that could be on your competitor’s website. That’s definitely the type of data that is great to get in the hands of your salespeople to help them validate that this account is in a good position to either engage in a sales cycle, or that the sales cycle looks healthy.”

What are the barriers to making the digital marketing experience more human?

One of the barriers to humanising the digital experience for one-quarter (25%) of the webinar attendees was a lack of time and personnel to develop processes and campaigns. Other barriers to a lesser degree included legacy technology, integration between systems and internal disagreements about the best approach to take.

However, the biggest barrier for one-third (33.3%) of attendees was a lack of quality data. Leanne recommended that organisations make sure they are targeting the right accounts and that they have a good contact acquisition strategy in place so they know they are targeting the right stakeholders.

“If you’re leveraging those different technologies or tools out there to show you that those accounts are active and showing you active buying signals, I think that’s definitely going to help with engagement and improve your quality of data.”

Hear more on our Insight50 session

The quotes above are just a small sample of what was discussed and answered on this Insight50 session. Make sure to register to watch on-demand and strengthen your topical marketing campaigns for the year ahead.

How to Measure Webinar Success

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Marketers are always asked to report on their performance, regardless of what approach you are taking. But in the context of scrappy marketing – and, in particular, when you’re running webinars – what numbers will you use to measure your performance? How do you know you’re successful? And what data points might provide inspiration for driving further results?

To help you, we’ve put together a few questions you either might get asked, or might ask yourself. Each guiding question has several points you can use to help find an answer suitable to you – as well as some suggestions on where scrappy approaches could help turn the dial.

How are webinars contributing to marketing’s goal?

Different marketing teams often work on different goals. But ultimately, most marketing is measured by how it impacts sales performance.

As such, here are a few areas to look at when assessing the impact of your marketing campaigns. If you haven’t yet connected your CRM or marketing automation platform to your webinar software, you should! ON24 Connect can help you do that seamlessly.

Chances are there are other channels that go into the touches for each prospect. To get a clearer picture, use your marketing automation or CRM to investigate what touches buyers went through in their journey. Even if you don’t have a full attribution model in place, this data will give you a good indication of how you are performing.

  • Marketing-generated opportunities by both volume, total amount and weighted pipeline value. Your company’s CRM will likely be the place to turn to for opportunity information. If you don’t already mark opportunity records as marketing-generated, export the list of opportunities your sales team is working on (including closed, lost, and open) and look to match these against your campaigns and webinars. Email addresses can often be an easy way of matching records.
  • Webinar-influenced sales-accepted leads (SALs). Assess which of the leads accepted by the sales team were influenced by a webinar.
  • Webinar-influenced marketing-qualified leads (MQLs). Look at the data within your marketing automation platform to understand how webinars are contributing to your MQL numbers.

Some scrappy ideas for influencing the above include:

  • Run scrappy campaigns against large target accounts. If you can open a large opportunity through webinars, this will help increase marketing’s contribution to pipeline. More information is in the Webinerd’s Guide to Account-Based Marketing.
  • Run scrappy webinars to further qualify leads – and get sales to join the session. If you need to influence the number of leads that sales is accepting, find out what information causes them to disqualify prospects (e.g. budget) and run webinars to screen for those attributes. Use both registration fields and poll questions to collect this data – and invite your sales team to answer Q&A in the background so they will be happy to pick up those leads directly.
  • Test calls-to-action in your webinars that boost lead score. While it’s tempting to adjust your lead scoring to boost MQL numbers, that tactic won’t do anyone any favors. Instead, try to increase engagement during your webinars in a way that contributes to building a prospect’s lead score – so more of them become MQLs.

How are webinars engaging our prospects?

There are many ways to measure webinar engagement – from simple figures such as attendee count, through to more granular metrics such as drop-off rate. Here are a few to assess.

  • Attendees and qualified attendees. This is a simple number – how many people watched your webinar? How many of those were qualified and fit your target prospect profile? But a word of warning – be careful that this number doesn’t become used as a vanity metric.
  • Engagement score. ON24 provides a simple to understand engagement score that uses participation, engagement and use of webinar features. This number can give you a benchmark to further drive performance.
  • Resource use. How many assets did your prospects engage within the webinar console?
  • Average viewing time. How long did your prospects stay tuned into your session?
  • Attendee feedback. Don’t forget about qualitative metrics. What do attendees say about your webinars? You can also poll them for this information.
  • Repeat viewers. How many of your prospects have viewed more than one webinar?
  • Account coverage. For your target accounts, how many decision makers have tuned into your webinars?

Many of these figures can be found within the ON24 Intelligence console – as shown below. Looking at the data, we can see that while average viewing time was strong, the engagement score could be improved – as well as running some marketing to increase on-demand viewing.

ON24 Webcast Intelligence Screenshot

The good news with all these tactics, there are scrappy ways to amplify success – many of which only require small tweaks. To drive up your engagement score, look at increasing the number of engagement options within the session or try different a different presenter. Put more resources on your webinar console and signpost them during the session. Take polls, but hang on to the answers to increase average viewing time. Ask for feedback in the Q&A. Tell attendees to sign up to the next webinar, or watch an always-on session. Run campaigns for specific accounts.

How successful is our webinar promotion?

As well as the success of the webinars directly, look for webinar metrics connected to influence sign-up and attendance rate. Figures to look at include:

  • Registrations and qualified registrations. How many people signed up? Of those, which registrants fit your target profile?
  • Attendee conversion rate. How many of those registering actually showed up?
  • Cost-per-registration / cost-per-lead. If you paid to drive registrations, what was the average cost?
  • Registration page conversion rate. What percentage of people are converting on the registration page?
  • Conversion rate from channels. Which channels are performing better than others?

Taking a scrappy approach to improve these could include:

  • Making use of third-party sites and syndication to boost registration counts. If you need more people signing up, working with a partner that has a large audience can help.
  • Experimenting with landing page copy. What could you do to make signing up irresistible? Feel free to experiment and do something new.
  • Try different channels. If you’re stuck on using just email, change things up. Add social promotion, incentivize your sales team, get your friends to share it! As an example, Twilio used Facebook ads to boost its audience by 30% – a channel overlooked by many B2B marketers.

How will you use this data?

This isn’t a question that demands numbers, but highlights a key aspect of success with any marketing. You need to find out what works and how well it’s working to close the loop on your efforts and make next time even more successful.

The quicker you can get this data and change your approach, the faster you will see improved results.

Want to benchmark yourself against other ON24 customers? Then check out our Webinar Benchmarks for 2019 report.

Have Strict Data Privacy Regulations Made Marketing Better?

One year after GDPR came into effect, our upcoming Insight50 session will be exploring the issue of stricter data regulations – and how that has made us all better marketers. Sign up to the session to get your questions answered, with expert speakers including Sean Donnelly of Econsultancy, James McLeod of Leadscale and Hellen Beveridge at Data Oversight. 

On May 25, 2018, one of the most significant privacy developments came in to force. The EU’s General Data Protection Regulation (GDPR) put significant requirements on businesses processing personal data on individuals within the European Union and the European Economic Area. And even if a company was based outside of Europe, if it had any dealings with people in European countries, the law still applied.

With fines of up to €20 million or up to 4 percent of annual worldwide turnover (which is the greater), there are significant risks if it is not complied with.

In the run-up to the deadline, many businesses scrambled to check their practices. But while there were many grumbles at the time, we feel that GDPR has improved marketing for everyone. Ahead of the session, we have put together a few thoughts.

Bad data practices make for ineffective marketing

Digital technology has done great things for marketers. They can reach prospects anywhere in the world and operate a scale that would have been unthinkable in previous years. A single marketer can contact potentially millions of people with remarkably little effort, while tracking provides the ability to measure the behaviour of an individual buyer.

But data privacy aside, this has also led to very bad marketing practices. Where volume is an easy game to play, it makes it too easy to send “spray and pray” campaigns. The mass collection and inappropriate use of data has created a level of noise that means only the best marketing stands out.

Buyers engage on their own terms

Buyers have switched off after being deluged with approaches – so much so, many are avoiding providing their information.

In a previous ON24 webinar on account-based marketing, 86 percent of attendees admitted that they had lied about their contact details on a lead gen form to avoid sales calls and spam.

Instead, buyers choose when they want information and search it out for themselves. In order to gain consent – along with accurate contact details – marketers need to provide useful content and engage in a respectful way with their audience.

Regulations mean better marketing

The regulations now mean marketers have to think more carefully about their approaches. Despite the challenges of winning engagement, it appears that the penalties involved have sharpened everyone’s focus.

Instead of marketing to large and ineffective lists, marketers now need to focus their efforts on both winning permission and contacting those who have already granted it. Despite smaller numbers, the focus on quality means that the marketing that does go out has an impact. Buyers receive less spam and marketing teams can concentrate on only the contacts that matter.

To find out more and ask your questions, make sure to sign up to our Insight50 webinar on How Stricter Data Made Us Better Marketers.

How To Make Scrappy Marketing a Habit for Success

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Over the past few weeks, we’ve covered a number of posts on how to put scrappy marketing into place – from brainstorming for ideas through to promoting your webinar after it’s finished.

However, like all good habits, the long-term benefits only come from a consistent approach. So how can you make sure your efforts stick and last over time?

Here are a few ideas you can put into practice to keep results high.

Make Every Webinar Always-On

There are a lot of ways to get the most of your after it’s gone live.

While old webinars can be passed off as brand new, before even doing this you can simply make sure that each webinar you produce is available to access as an always-on session.

The latest stats from ON24’s Webinar Benchmarks Report show that more than one-third (36 percent) of attendees only watch always-on sessions, with the majority of this group signing up a week after the webinar ends.

With many people working either non-standard hours or across time zones, the timing of a live webinar will never work for absolutely everyone. By making sure that each webinar is available as an always-on session, you can encourage both viewers to binge-watch your webinars and provide a place to experiment with scrappy approaches to driving always-on sign-ups.

Build in Reminders and Routines

Previously we covered how you can make your marketing team more agile, getting them to buy into the scrappy mindset. Following those steps will help remove barriers to productivity, get them to experiment and work at speed.

However, keeping this up requires habits and processes. Productivity guru James Clear mentions that habits (whether good or bad) typically follow the same process – a cue triggers a desire to take action, which leads to a response and a reward.

As such, you should look at what cues and reminders you can set up as triggers for routines. As an example:

  • On a certain day of the week, you publish content covering a particular theme.
  • When a blog article is published, your team members promote it on social media.
  • When a webinar is scheduled, your sales team gets notified so they can send it to prospects.

The reward in each case should be tied to your goals – but you may also wish to incentivize your team to drive further success.

Take Advantage of Reusable, Repeatable Formats

There will inevitably be days when members of your team aren’t feeling as productive as they would like or have a lot of other priorities depleting their mental energy.

Trying to reinvent the wheel each time will simply lead to reduced performance. Instead, you should look at what reusable and repeatable formats you can run that follow a given formula. The formula should be structured enough that it requires minimal effort to put things into place.

Furthermore, if you schedule these reusable formats, it makes planning your demand generation and marketing activity (and predicting results) far easier, leaving you with more time to experiment on different approaches.

While running webinars initially may take more time than other marketing approaches such as sending out an email newsletter or posting something on social media, there are also webinar formats that are quick to run – such as panel sessions, demos and interviews.

But an important point – make sure to experiment within these regular formats. Always be looking for interesting ways to liven them up or novel approaches to generate better results.

Make Scrappy Marketing Part of Your Identity

Once you are doing scrappy marketing regularly, it should become part of the way you generate results for your business. But there’s always the risk that outside pressures might make you revert to old ways.

As marketing is always evolving, failing to experiment and try things out – particularly with limited resources – will eventually make you less effective.

Being proud to be a scrappy marketer will help you maintain that curious and energetic edge that will give you a lead over others. When things inevitably change, your scrappy mindset will help you make the most of the situation, reaping rewards when others fail.

How to Turn Your Webinar Into a Podcast

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Recently ON24 has been turning webinars into podcasts and other content for its CMO Confessions series.

Many ON24 customers have been asking what are the steps behind this process? Well we are happy to share these with you!

With podcast listening on the rise, repurposing your webinars is another scrappy marketing technique that can help you get more out of your marketing.

The steps below assume you already have a topic in mind – if not, read our checklist on running a content marketing brainstorm to surface some ideas.

Secure Guests

Guests are a critical element to many webinars and podcasts. Not only will they help create an engaging session, but they will also help promote your content more widely. To get guests onboard, follow these steps.

  • Set some provisional dates. Your potential guests will have busy schedules, and you have a marketing calendar to fill. Before you reach out to them, have provisional dates in mind to make sure you can align calendars.
  • Create a shortlist. With a topic and dates in mind, now you are in a position to figure out who might be a good fit. Get names and emails together so you can start reaching out.
  • Conduct outreach. Get either one of your senior team members, the webinar host, or a co-worker who knows them to get in touch and see if they are interested. If you don’t get a reply first time round, send a reminder to get back to the top of your inbox.
  • Get acceptance and their bio info. Once they’ve accepted, confirm details such as their exact title, bio and headshot. You can offer to take these from LinkedIn to save them time.

Agree on Talking Points

So your guests are comfortable on the day, run through these steps to get agreement on what you’ll discuss on the day.

  • Schedule a pre-call. Get your guests on a call first to run through the session and what you’ll be discussing.
  • Use a shared document for ideas. A good way to collaborate before the webinar is to use a shared document (such as Google Docs) that you can edit and work on while you’re having the call.
  • Cover what the guests will be saying. Use your shared document to confirm questions and topics so your guests can prepare and won’t be asked questions they aren’t comfortable with.

Set Up Your Webinar Page

Now you have a date, topic, speakers and their bios, put together your webinar registration page as normal and carry out your promotion. If you need more guidance, read our post on driving webinar registrations at speed.

Do a Test Call

Before every webinar, it’s always good to do a test call on your webinar platform to ensure everything works and the audio quality is clear for all of your guests.

If audio could be improved during this test call, make suggestions on how your guests can make it better – for example, by using a separate microphone, or by finding a quieter meeting room.

Run and Record Your Webinar

With the date, time, topic and guests all lined up, all you need to do now is run and record your webinar.

While speaking, try and keep your distance to your microphone consistent to ensure the audio quality for the podcast will be as high as possible.

Download The Recording

After you’ve run your webinar (and followed up with those leads of course!), download your recording — or, in the case of the ON24 Platform, Presenter Media — so you can get it ready to publish as a podcast.

Edit the Recording

Make any light edits as required to improve the audio quality of your session. In line with our other advice on scrappy marketing, keep this to a minimum to reduce the time it takes you to turn around your podcast.

Add Intro / Outro Music

Just as you should brand your webinar console, you should brand your podcast with intro and outro music. This will help add consistency to your sessions and let your listeners know when one episode has finished and another has started.

Make Creative for Podcast Channels

To help promote your podcast, put together creative (such as banners, icons, headshots) and your promo copy so those browsing for content will know what you are covering.

Upload Podcast Episode to Podcast Channels

With your podcast and creative ready, now you can upload it to your podcast channels to start gaining an audience.

ON24 uses Podbean, but there are other podcast hosting services that you can experiment with.

Transcribe Your Podcast as a Blog Post

To help your podcast work even further, consider getting it transcribed to use as a blog post.

This can be particularly useful for those who prefer not to listen or might otherwise not be able to do so.

Share the Podcast with Your Guests

Your guests will likely be delighted to be featured on a podcast! As such, they can help you market it.

Share the podcast link with them so they can promote it to their own networks.

Share the Podcast More Broadly

In line with our other scrappy marketing tips, you want to get better results for less.

Make sure you share your podcast on your other channels and get your coworkers to share it too.

Happy Podcasting!

Tune into our CMO Confession series to listen to tips from those at the forefront of the marketing industry.