How to Use Customer Data for Quick Campaign Ideas

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

Earlier on the ON24 blog, we provided a list of scrappy tools and techniques that can help provide some sources of inspiration when you’re looking to get campaigns out quickly to market. These were mostly based on using sources of external data.

However, the most valuable insights are likely to come from your own customers. As such, harnessing information you can gather directly from them can be even more powerful. Below are a few places to turn to so you can gather this information.

Look at your customers’ questions – and ask more

Chances are that you already have a host of questions that your customers have asked previously in one way or another. Past interactive webinars can act as an archive of both Q&A material, poll responses and surveys. This can both help to guide a path to new ideas and provide an easy way to start repurposing content.

While more commonly used by product and development teams, support tickets can also act as a treasure trove of information, particularly if you are able to segment out those asked by high-value target groups.

If you need more information, then don’t be afraid to reach out and ask directly. Create a short survey to send out by email, run a poll on social media, or even engage those on your site via on-site chat. It doesn’t need to be complicated – a simple question such as “What content would you help you be better at your job?” or “What topics are most important to you right now?” will often be enough to surface valuable pointers.

Ask your sales team for insights

While marketers like to own the customer experience, it’s most likely your sales or customer success team that has a closer relationship with the customer than anyone else in the business. Find out from them what burning questions they’re most frequently asked by leads or customers.

It’s certainly worth working more closely with your sales team so you can more easily share your insights with each other, not only to keep tabs on what matters most to your customer, which can inform your marketing activities, but also so that the sales team can be in a better position to answer their questions.

Dive into your engagement metrics

On the quantitative side, customers can tell you a great deal about their interests and preferences through their behavior. Content intelligence can be gathered through a number of sources, which come in the following different flavors:

Website traffic: Use your on-site analytics to find out what kinds of content on your site are most popular (most visits and longest dwell time), where site visitors are coming from (channel and geography), and (if you have it available) the keywords they’re using to find you.

Email data: Look at your email campaigns. Which subject lines have proven the most engaging? Which links (to internal or external content) are getting the most clicks?

Content downloads: Which of your existing assets have performed most strongly? Are there any that could do with a refresh? Are there any areas lacking engagement but have the opportunity to perform more strongly?

Webinar engagement: Review the webinars you’ve held in recent years. Are there specific topics that see more registrations? Which webinars get the most audience interaction? Make note of the questions audience members ask the end – these can often form the basis of a blog post at the very least.

Investigate your CRM Data

One more place you can find inspiration for campaign ideas is your CRM data. What industries are you targeting? Does the CRM tell you which are more receptive to your existing content? Are there any particular clients or target accounts you should be focusing more attention on?

Cross-reference these insights with the other information you’ve gathered, and this can help you think differently about new content going forward.

5 Tips to Inspire Quick Marketing Campaigns

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

Creating content campaigns with serious impact doesn’t have to be the preserve of larger companies. But creating content that’s both fast to produce and effective in driving results requires inspiration.

This blog looks at scrappy ways you can use free digital tools to conceive, build and launch winning content campaigns fast.

Zero-in on the right content titles with Google Autocomplete

Even though you may have buyer journey maps and positioning documents that define what your target customers might be looking for, there may be specific terms buyers are using that you have missed.

Google Autocomplete makes its search predictions based on what other people have searched for. By reviewing what phrases or questions are associated with your keyword, you can discover what people want to know about your product and create content that they’ll want to engage with.

You can also use Autocomplete to find out what terms your keywords are related to, and place these into your content to help improve its relevance.

While taking this approach alone is unlikely to result in winning lots of organic traffic, it can provide both a useful tool for gathering ideas and a place to make sure you’re creating content that people are actually looking for.

Plan your next webinar campaign with Google Trends

In addition to Autocomplete, check out Google Trends to see how the popularity of a particular search term, and its related queries, have varied with time. Which industry topics are most relevant to your potential customers, and what’s falling out of favor? Are there any seasonal patterns?

There’s also an option to view ‘rising’ search terms, which shows you which topics and queries related to your industry have increased most rapidly in popularity over the last year. Are there search queries that imply emerging pain points for your customers? Insights like these could inform what emerging subject your next webinar could be about.

Discover existing content to repurpose with social data

Which of your social posts have had the most shares? Are there any themes that have worked well for other companies? Go back through your timelines to find out. If you go back far enough, you may find a piece of content that still has legs, or for which a recent theme has given it new relevance.

Discuss what it might be about the popular post that worked so well. Does it solve a problem that your potential customers might have? If so, it may be possible to repurpose the content.

For example, a popular how-to video could be spun into a longer guide that goes into greater detail than the video. Make the guide available to only those who have filled out a form, and you can start generating leads.

Make the most of upcoming events

Events are a great opportunity to generate content, even those you’re not holding.

If there’s an industry event on the horizon, find out what main themes will be discussed and use these as inspiration for your own content. Keep an eye on social activity during the event, making note of the topics that are firing up the most discussion among your potential customers.

Even for events that aren’t your own, producers will often release delegate lists to show what companies are attending or presenting. This can provide you with a list of targets that could form part of an account-based marketing campaign.

Create your next breakout blog with ego bait

Content that boosts the egos of influencers or industry leaders, or ego bait, can prove a major traffic driver if done well. Ego bait usually takes the form of an interview or listicle, and tends to perform well as the subjects featured are – unsurprisingly – keen to share any content that praises their work.

The key is to keep it authentic. Put aside your metrics head while your building the campaign and focus on engaging the person you’d like to feature in your content. If they’re a good fit, the content is informative and your customers find it helpful, all those shares and links back to the site will follow.

How to Make Your Marketing Team More Agile

This post is the latest in our series on scrappy marketing, and follows on from some tips that can help you accelerate your marketing campaigns. This post provides ideas on how you can get your team to join you in putting scrappy marketing into action.

Taking a scrappy approach to your marketing can transform your company’s fortunes, making it possible to bring more ideas to market, and at speed. But if your team isn’t flexible enough to take risks and start experimenting, you’ll never reap its benefits.

A word that sums up this flexibility is agile. While it’s often used to describe an approach to developing software, its broader definition refers to “having a quick, resourceful and adaptable character”. So how should you go about developing this in those you work with?

Get Buy-In for a Scrappy Approach

Resistance to change will be your biggest stumbling block when it comes to introducing the scrappy method, so before doing anything, ensure everyone in the team is on board.

According to Kotter’s Change Model, which provides eight overlapping steps for effecting change in an organization, you must first create urgency, which you might do by identifying potential threats, or opportunities to exploit.

This is followed by building a coalition, which would involve identifying who must lead the change, and ensuring the team is made of a mix of people from different levels of the business, who have different capabilities. Kotter’s model applies more to larger projects, but there are certainly some ideas that you can take from it.

Using data can be a great way to both drive urgency and build support. Look for spikes or dips in your analytics or engagement data, which can help spur on what could happen if you did something outside the norm. Share these around and ask questions to get people to think differently. Get people excited about the potential for better results while encouraging them to start taking action.

Remove Barriers to Productivity

Once you have the team on board, you must ensure they have everything they need to get started. Do they have the tools they need? Do they feel supported? Does everyone know what they’re doing, and how to do it?

You’ll also need to ensure your team is able to communicate effectively. Is everyone on board with the method? What tools will you use to communicate quickly? If they have questions, will someone be there to answer them? How will tasks be assigned, and how will everyone know they’re in hand?

To encourage the scrappy mindset, look at where people can set aside times to get stuck into the project. Eliminate any meetings that don’t add value. Look to cancel commitments that are cutting into your colleagues’ time. If some people prefer working elsewhere, allow them to be productive at a place where they feel they can get into a state of flow.

Encourage experimentation – remove the fear of failure and perfectionism

The more innovative you are, the more robust you are – you can roll with the punches that will inevitably come in a rapidly changing market.

In order to be innovative, you must foster a culture of experimentation. This means testing ideas quickly, and failing fast so you know what to do next – there’s no lingering over something that doesn’t work, and that will never work.

Testing things out on a small scale now to determine what works will save bigger failures in the future.

However, creativity in a business can only blossom if individuals aren’t afraid to fail. Sara Critchfield, founding editorial director of Upworthy, reportedly the fastest-growing media company of all time, says that in order to encourage a team to be more innovative, there must be a shift from a ‘best practices’ mentality to a dynamic ‘laboratory’ mentality, and that team members rather than managers should be made responsible for the results.

She also advocates ‘normalizing’ failure by setting a baseline failure rate and success rate, and measuring the team’s work by that baseline.

Publish and Promote at Speed

Publishing content regularly and consistently is the best way to grow your audience.

As Nick Westergaard writes in Get Scrappy, setting a consistent schedule and editorial calendar will establish audience expectations and help “develop your own content creation muscles and routine.”

This means you can’t be too precious about your work – there’s no time for perfectionism. As long as your content says what you want it to say, makes sense and is factually accurate, it’s fit to publish. Of course, the content you’re working on can always be improved upon. But resist the urge to keep tweaking and get it out there.

The same method can be applied to webinars. Rather than dwelling on might work well, producing one and getting it to market will provide an answer. Your best marketing webinars can be highlighted as always-on content, while those that didn’t perform brilliantly can be hidden further down the list of your website’s resources.

Maintain the underdog mentality to help people keep going

Keeping up a consistent and fast pace can be a challenge. To keep the scrappy marketing method alive in your business, you’re going to need a mascot. Make that mascot an underdog.

As covered in the first post, taking an underdog approach can endear you with your customers and help your team to keep going even when it’s tough.

The underdog is always looking for different ways they can win the game. They’re looking for a competitive edge, because they can’t rely on their size, or reputation, or firepower. They’re more resourceful. By definition, they’re more agile.

Planning, Implementing and Measuring a Successful Topical Marketing Campaign

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 topical marketing. Given recent news events, we focused on Brexit as a case study as to how marketers can align with themes of note.

The below is just a brief wrap up of insight from Laura Flandin at Euler Hermes, Matt Owen at Spire Healthcare and Rina Patel at Contentive – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

Creating content around current events is a good way to create engagement amongst your target audience as well as set your company up as a thought leader. But how frequently are marketers running such campaigns?

When participants of our latest webinar were asked if they were currently taking advantage of topical marketing, 59 percent said they were using topical marketing. More than half of those – and 37 percent of attendees as a whole – have used Brexit as a theme.

Here are a few key points that were discussed by our panel, all of whom have been practicing topical marketing.

How do you plan for a topical marketing campaign?

When it comes to the question of planning, Matt shared some keen advice — “Don’t confuse topical with unplanned. You can always plan to put messaging out and it will give you a huge advantage over the unplanned.”

The majority (67 percent) of webinar attendees said they do plan their topical campaigns out up to a couple of weeks in advance, while 44 percent said they react to same-day topics and events. The same percentage plan out their topical campaigns a quarter in advance, yet none planned out a year in advance.

As revealed by Laura Flandin, Euler Hermes does yearly planning – but their schedule is fluid enough that it can be adapted to what is in the news or for topics that have created a lot of engagement. Euler Hermes tries to build into the schedule for the inevitable occurrence of unplanned content, with 80 percent of their content planned and 20 percent available for topics that come up unexpectedly.

Rina Patel from Contentive spoke about another part of planning — blending long-term content with the opportunities that arise.

“There is the planning within the editorial teams, and our editors will put a 12-month calendar in play. However, they can obviously forward plan only so much, because you can’t predict everything that happens in the world. So they will always have a calendar with enough room to work with, which will then allow us to work on the key pieces that are coming up within the industry.”

Is there a single most effective method to deliver a campaign?

One of the biggest questions of the webinar was if there was a single most effective method for delivering a topical campaign message. It might be disappointing to hear that all three panelists had a decisive answer of “No”.

Matt Owen from Spire Healthcare explains that there is not one individual channel that will get the reach marketers are wanting:

“I think it would be difficult to nail down to a single channel that will definitely get you the most responses. I guess a lot of it is around your audience, who you’re trying to reach. A lot of it goes back to timing and planning as well. Which channels do you have access to? How can you get that message out quickly? What sort of processes do you have in place?”

While Rina agreed, she expanded into the importance of understanding the different ways audiences consume your messaging.

“Everybody likes to consume content in different ways. Some people like to watch webinars, some people like to just read, some people are very happy just having the quick social media update. So, one size definitely does not fit all.”

Another question to consider is that just because a topic is in the news, is it necessarily topical and important to your audience? As Laura explained, it’s important to know who you’re talking to and if it has relevance to them.

“Is it really what your people and the people you’re targeting want to hear about? What are the angles? What do they want to hear?”

How do you measure campaign success?

Measuring the success of a topical marketing campaign is not unlike measuring the success of any other campaign. It is really about measuring on the metrics that matter to the people or department you need to prove the success to.

For topical campaigns, generally, Matt and Laura both agreed that reach was a metric they measured success on. However, Laura pointed out that leads and new business generated was what mattered to Euler Hermes’s finance department.

“When I talk about reach, they kind of wonder what I’m talking about. So what they want to see is new business.”

For Rina, her clients are interested in seeing the number of leads a campaign generates but it isn’t necessarily that straightforward.

“I think, that there are two different methodologies. There’s your brand awareness, being a thought leader, and then there’s the lead generation, MQLs and that side of things. So, when it comes to the success of a topical campaign, I think the key thing is how many people have consumed it? The whole point is you want people to read and understand the content and that’s the reason that you put it out there.”

Hear more on our Insight50 session

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

What is Scrappy Marketing and Why Is It Beneficial?

As marketers, we can be a picky bunch. In an effort to put our best foot forward, we often use brand guidelines, tone-of-voice documents, and documented approval processes. We check and double check our work, asking for everyone to go over a fine-tuned piece of copy.

In an age where a print ad, a brochure or a quarterly thought leadership article in the trade press was all that needed to happen, getting things perfect was a noble goal. There’s no way to edit a magazine after it’s been printed.

But in today’s digital age, we simply don’t have the time to do all of this. Targets don’t wait while we revise a whitepaper, and our colleagues in sales aren’t going to hold back from reaching out to prospects in the absence of perfect collateral.

And to add to this, startups and new competitors don’t wait either. Content now needs to be always on to stand above the noise. So what approach should we be taking?

What is scrappy marketing – and is it an answer?

Look up the term scrappy and you’ll see a number of definitions. Merriam-Webster defines the term as referring to “having an aggressive and determined spirit.” The Oxford English Dictionary adds that it is something “consisting of disorganized, untidy or incomplete parts.”

Meanwhile, Urban Dictionary offers “someone or something that appears dwarfed by a challenge but more than compensates for seeing inadequacies through will, persistence and heart”. It also suggests that it could describe “a person who is little but can really kick some ass.”

Nick Westergaard, author of the book Get Scrappy and someone who also quotes from Urban Dictionary, says that a scrappy approach to marketing is simply “doing more with less”.

We suggest scrappy marketing is all of the above. Standing out above the noise in the digital age requires persistence and determination – particularly when going against better-established peers and competitors. It means getting rid of perfectionism, being comfortable with putting forward marketing that isn’t polished to the finest sheen. And it’s about being creative, finding out ways to get the most out of your marketing efforts even when you don’t have all the answers.
In short – if you’re limited on time and resource but still want to achieve great results – scrappy marketing is an approach you should be taking.

Why is scrappy marketing beneficial?

Here are a few reasons why being scrappy can benefit your marketing team.

It places an emphasis on getting it done, rather than being perfect

Marketing at its heart is about putting out a message. Scrappy marketing is about doing that quickly and resourcefully.

Professionals today rely heavily on both researching their own problems and being presented with new approaches. A recent report by PathFactory and Heinz Marketing found that 92% of marketers say content is either very important or important to their decision-making process, while 48% say they have started a buying journey because they or their coworkers have come across an interesting piece of content from a supplier.

As scrappy methods are more likely to result in marketing being available more quickly and at higher volume, they fit more closely with how prospects start their own buying journeys. Any moment spent waiting to publish is a moment where a prospect could be consuming your content.

Through an always-on approach, scrappy marketing allows you to build both visibility and engagement as your prospects enter the buying journey.

Building campaigns helps you to learn by doing

One of the most common models now being adopted is that popularised in the book The Lean Startup by Eric Ries. The approach emphasizes that the most effective way to learn about a new product is to get it to a minimally-viable version to market, measure its performance, and apply the findings to future iterations.

The same is true for marketing. By running campaigns quickly and measuring their performance, you can use this data to improve the next time you do it.

You can also learn about the tools and technology as you do so, meaning you and your teams becomes more efficient over time.

Speed, volume and personality helps you to cut above bigger players

While the competition will loom large, if you can connect with your audience more frequently by taking a more nimble approach – and showcase your personality while doing so – you can build greater engagement with them, increasing the chance that you will be on their short list when considering a solution.

Furthermore, people love the underdog – as highlighted in a study featured in the Harvard Business Review, which demonstrated that buyers naturally gravitate towards underdog brands, particularly if they too feel a sense of struggling in tough circumstances.

Being rough around the edges makes us human

Nobody is perfect – so if we’re looking to build genuine connections with people, why should our marketing be perfect?

By demonstrating our vulnerabilities and being open about them, we can start to market in a way that makes our buyers more receptive to our efforts at building a connection.

How does this apply to webinars?

Webinars are a great place to start with a scrappy approach to marketing. You can put yourself in front of an audience, engage with them in real-time, and learn how to do it better next time.

In addition, webinar content can be repurposed, made available on-demand, and provide a rich source of data for both sales intelligence and marketing insight.

And if you’re already running webinars, going scrappy can act as an interesting method to driving up the volume of your content and lifting your results.

Finally – is this article scrappy?

Yes, it is! As proof, find below the notes that were written in putting this together – and enabled this post to reach you in quick time.

What are the Barriers to Human-to-Human Marketing at Scale?

Our upcoming Insight50 session will be exploring how marketers can humanize the digital marketing experience. Sign up for the session to get your questions answered, with expert speakers including Leanne Chescoe of Demandbase, Joel Harrison of B2B Marketing, and Matt Heinz of Heinz Marketing.

We’ve all received those emails and LinkedIn messages that request “10 minutes of our time”. Even though they use our first name and appear to come from someone’s personal email address, they are clearly automated – and annoying.

But against tough targets – and equipped with technology that makes it easier than ever before to reach buyers at scale – it can be easy to fall into a trap where attempts at building a human connection simply fall flat.

So why is the case and what can be done about it? Ahead of the webinar, we have put together a few thoughts.

Poor quality data leads to poor quality connections

If the data is wrong, chances are that any attempt to market to individuals will also be wrong.

When creating campaigns, it’s all too easy to quickly build or use a list that hasn’t had enough thought or checking behind it. Obvious examples would be:

  • Failing to exclude existing customers or competitors from new business lists.
  • Bought data that is old and hasn’t been cleansed, appended or processed.
  • Leads that are missing information on other communications received – for example, where sales activity hasn’t fed through to a marketing automation system, meaning active prospects get new outreach.

Beyond the above, there is also the chance that engagement data – or perhaps disengagement data – hasn’t been applied effectively.

If a prospect hasn’t engaged with any marketing for several months, is your offer compelling enough for them to do so now? And likewise, if someone has been actively researching solutions, what if that engagement hasn’t been connected to a lead score and targeted outreach?

All of the above can lead to both poorly-targeted marketing and missed opportunities to build connections.

Linear buying stages don’t reflect the complexity of the customer journey

Even though the funnel is used as the foundation for much of B2B marketing, in reality, it doesn’t reflect the way that people buy.

Countless scenarios mean that it is very challenging to build automated campaigns to fit every eventuality. As such, the law of diminishing returns will come into play, meaning that there will be a point at which adding further granularity to a marketing program will not make commercial sense.

At this point, growth can only come from approaching people as individuals – which places a greater emphasis on identifying who those individuals are.

Automated marketing is yet to pass the Turing Test

The reality is that despite advances in artificial intelligence, instances where machines genuinely convince people that they are human are very rare.

And while there are some simple examples where computers have helped (such as Google Assistant being able to book appointments by phone), applying this to complex sales is still a long way off.

In the meantime, marketers might be better off if instead of using technology that pretends to be human, they use technology to prove they are human.

Obviously, webinars are one way of doing that, but there are many others. Email can be used to send messages that carefully address known (rather than assumed) needs. Dynamic creative can be used to drive prospects to account-specific landing pages that have been crafted individually. Social engagement through personal accounts can open up individual conversations.

When you compare this to marketing in the pre-digital era, it’s clear that marketing at scale can be human – as long as there is actually a human behind it.

To find out more and ask your questions, make sure to sign up to our Insight50 webinar on Humanising the Digital Experience.

What Is Topical Marketing and How can It Drive Engagement?

Our upcoming Insight50 session will be exploring the issue of topical marketing – and in particular, using Brexit as a case study for how to tie your message to key events. Sign up for the session to get your questions answered, with expert speakers including Leanne Chescoe of Demandbase, Joel Harrison of B2B Marketing, and Matt Heinz of Heinz Marketing.

Great marketing is delivered to the right person, at the right place, at the right time. That’s something all marketers learn early in their career. But capturing attention never easy.

However, when a theme is on your buyer’s mind, you can get them to listen by aligning your message with their thought process. And while customer journey maps help map out the questions they will likely be asking, that’s not everything that they will be thinking of on a given day.

Topical marketing is one way of getting that alignment between what’s on their mind and what you can offer.

So what is topical marketing?

We’ll discuss more of this on the session, but essentially it’s talking about a particular theme happening at a particular point in time.

While news cycles provide a steady feed of hooks on which to hang your message, topical marketing doesn’t have to be limited to that. Some examples include:

  • Particular events, such as trade conferences and summits
  • Holidays
  • Deadlines for regulatory change or compliance
  • Major market events, such as M&A, IPOs or updates from central banks and finance bodies
  • For sectors with a fixed season (such as higher-education or even sports and fashion), key calendar dates
  • Even editorial calendars for major publications within your industry

How can topical marketing drive engagement?

If a particular theme will be on the minds of your target audience, creating content and campaigns based on this theme can help satisfy their need for information when it’s top of mind.

Another benefit of topical marketing is how it can potentially fit into a variety of time scales. Some events will be planned or known about for years in advance, allowing you to establish a share of voice in that space.

For topics that emerge rapidly, a fast approach to getting a message out can help you cut above the slower-moving competition when it’s otherwise hard to stand out.

How can webinars help with topical marketing?

A key benefit of webinars versus other content is that they allow you to have two-way communication with your audience. As such, they can be used at any stage of your topical marketing campaigns.

For early-stage topical campaigns, webinars can help you test the water and understand what questions matter to your prospects. Panels and Q&A sessions can elicit this feedback. Determining what assets get the most engagement can also help you figure out what’s working.

Later on, webinars centered around taking direct action can bring your prospects closer to conversion. For example, if one of your topics involved an upcoming regulatory change, an engaging session that answers questions from specific customers can be converted into sales conversations and follow-ups. Demo sessions can lead on strong calls-to-action to take out a trial, while those aimed at existing customers can look to increase retention or upsell activity.

To find out more, make sure to sign up to our topical marketing webinar.

Three Key Tips For Running Account-Based Webinars

Below is a recap of our recent webinar on ‘The Webinerd’s Guide to Account-Based Marketing’, based on our account-based marketing guide of the same name. Sign up for the session on-demand to hear more.

Technology is making it possible to reach more people than ever before. However, with this greater reach comes greater challenges.

While technology is changing the way marketers market, it is also changing the way B2B buyers are buying. Their buying cycle takes longer to complete and they are doing much of their own research, only reaching out to a salesperson when they are close to making a purchase. Lastly, the average size of the B2B buying group has grown, making it necessary to impress a lot more people than before.

Is there a solution that addresses these? The answer is yes. Account-Based Marketing (ABM) strategies – aided by the use of webinars – takes the impersonal out of the equation and lets B2B businesses reach the customers that matter.

Drive Engagement, Not Just Leads

One of the key attributes to a good ABM programme is personalized engagement. Forrester’s Laura Romas points out that instead of account-based marketing, we should talk about account-based engagement. Strategy and execution should not be looked at as just tactics. Instead, they are opportunities to engage in a conversation with a real person.

Webinars are a great way to engage your target prospects because they provide a two-way conversation and, by their nature, encourage engagement.

Start Small with Your ABM Efforts

ABM can seem a bit daunting, especially if you’re already using a demand generation strategy. It doesn’t have to be. By taking small steps and continuing to build on those steps, businesses can begin to integrate ABM into their existing strategies gradually. “The Webinerd’s Guide to Account-Based Marketing” provides you with six steps that will set your foundations for ABM.

Key points to remember:

  • Measure for quality, not quantity.
  • Don’t reinvent the wheel — use the content you already have and curate it to your individual buyer’s needs.
  • Webinars deliver high-quality leads

In the live session, the majority (86 percent) of webinar participants reported providing false information on a lead generation form at some point. Some even confessed to using old email addresses and one even revealed that he had created a fake persona for use in lead generation forms.

With webinars, the quality of leads goes up just by the nature of the webinar process. The leads are coming to you both through any signup form, but also through interactions within the webinar itself. These actions can help tell you where your prospects are in the buying cycle.

Focus on a High-Value Offer

To be successful with ABM, you need to focus on a high-value offer. This involves identifying your target audience and then figuring out how to appeal to that audience. Remember that ABM is about the audience so you have to know what that audience is looking for and how they consume content.

The good news is, you don’t have a create specialized content for each target. Instead, try using a more vertical piece of content, but then personalize the interactivity within that content for the target.

If you’d like to hear more about how to make your ABM program scalable using webinars, you can listen to the webinar on-demand.

Three Key Questions – and Answers – From Our Latest Lead Gen Webinar

Last week ON24 ran its latest Insight50 session on lead generation and pipeline wins – where we provide fellow Webinerds with 50 minutes of expert insight and answer the questions that are important to you.

The below is just a brief wrap up of insight from Isabel Montesdeoca at SiriusDecisions, Ryan Grable at Genesys – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

The first month of the year is the time when targets are set, budgets are confirmed and everyone starts thinking about the year ahead.

For B2B marketers, that often comes down to figuring out how leads are going to be generated and pipeline built up. But given the constant change in the market, the approach from last year won’t necessarily work going forward.

So what should marketers focus on? Below are a few insights from our most recent session.

What’s critical for lead generation and pipeline in 2019?

In the first question for the session, Isabel Montesdeoca from SiriusDecisions stressed the fact that marketers now need “better focus and clarity on who you are targeting.”

Previously, lead generation efforts looked to cast a wide net, prioritizing quantity over quality in an attempt to keep up with the pressure to drive results – “a constant daily struggle that both marketing and sales need to deal with.”

But as the noise gets louder and inboxes get more crowded, getting through means doing your homework up front. This enables targeted messaging and helps to build a better understanding of the group buying dynamics. As Isabel added:

“If we’re not starting to look for and find those connections there as well, we’re missing part of the puzzle.”

Ryan Grable came back to some key marketing fundamentals.

“It’s about engaging with people – the right people, at the right time, through the right channel.”

Grable also stressed the importance of making sure that marketers customize their approach in the way prospects want:

“It’s not just about allowing email marketing to social to be the only types of channels you use. Use the channels that matter most to the people you want to engage with, so you can excite and engage their passion to learn more about your organization or more about your offer that you’re providing.”

How should marketers move from lead quality to lead quantity?

Many marketers now seem to be moving towards a model that emphasizes the quality of the engagement over the quantity of their leads.

For those attending live, the results of the poll showed that more than half described their organizations as either intermediate, advanced or cutting edge in their approach to lead generation and pipeline.

This is a picture recognized at SiriusDecisions. But there is a danger in falling back. So how can marketers either get away from the quantity trap – or stay ahead?

According to Isabel, the next steps involve both nurturing and bringing in other members of the buying group, both of which can affect overall conversion rates and how successful we are in getting to the revenue goal.

Both of these factors mean better leads and nurturing – not just filling up the top of the funnel.

For Ryan, it’s about making sure your organization doesn’t stay still – regardless of the level of maturity:

“No matter where you are in your journey, continuous improvement and growth in lead generation is good… I really see companies looking at the trust, recognizing quality over quantity, and gleaning from that the big shift of just getting the volume of leads, into the getting the right leads.”

How does data privacy impact lead generation efforts?

Data privacy regulations such as GDPR have caused marketers to rethink how they go about generating leads. But there’s also a business case – prospects that have given consent are more likely to buy.

Ryan summed up how they viewed this at Genesys:

“The reality is, if a person does not want to engage with you, or hear from you, what value does that bring to your organization? But if you go deeper into building trust, that I think is critical to an organization’s success. It enables you to move, engage and convert that account through the journey.”

Isabel added that marketing shouldn’t simply be viewed through the lens of what’s legal and what isn’t – but rather, how you treat your prospect:

“First of all, we need to be compliant, which means we need to understand and respect people’s need for privacy… but we need to understand it’s more than just respecting actual physical data. It’s about respecting a prospect’s desire for when to talk to us, when not to talk to us, how they want to engage, how relevant is every conversation, showing respect for our prospect’s time.”

On this note, technology can act as an enabler of this respect.

“Without some of the advances that technology is going to enable us to do, we probably won’t be able to get where we’re going… it starts with GDPR, it starts from being compliant and respectful, but then it will go into using things such as artificial intelligence to help us.”

Hear more on our Insight50 session

The quotes above are just a small sample of what was discussed and answered on January’s Insight50 session. Make sure to register to watch on-demand and strengthen your pipeline for the coming year.

How can you get more engagement from your webinars? Learn the tips, tricks and tactics that make webinars work at Webinar World 2019.