Feature Friday: ON24 Prospect Engagement Profile

Prospects spent an hour watching your webinar, answering polls and downloading your resources. They even turned to your Engagement Hub to read up on a new white paper. But, while click-and-view data is helpful, marketers need in-depth audience engagement data, both quantifiable and qualifiable, to truly optimize programs and enable a better understanding of targeted audiences.

With the ON24 Prospect Engagement Profile, audience engagement i s turned into actionable insights. With the needed intelligence from the profiles and a better understanding of lead activity and interest, marketers can effectively deliver insights to sales teams. Doing so accelerates the sales cycle and better aligns marketing and sales teams.

The Prospect Engagement Profile shows you how engaged a prospect is and how much time that prospect has spent viewing your content. To augment these profiles, we added more functionality to make it even more robust and actionable.

The new Recommended Content tile offers suggestions on more content that might interest the lead in question. Sales reps can also easily select and email that content directly to the contact. We’ve also introduced a new Content Journey where users can track which content a prospect is engaging with and when.

With Salesforce integration, the profiles can easily be embedded right in contact and lead records. Sales reps can view engagement activity without ever needing to leave Salesforce, remaining informed and experiencing meaningful conversations with prospects and customers.

If you’d like to learn more about ON24 Intelligence, PEP and all the actionable insights that drive demand, inform sales and optimize programs, please contact us. If you’re an ON24 customer, learn more about PEP in the Knowledge Center.

Meet the #Webinerd: Stacy Combest

At ON24, we take pride in our community of webinar experts. They plan programs, develop innovative new tactics, strategize events and tinker with programs continuously. We call these professionals “webinerds.” To show you what the ON24 community is all about, we’re highlighting some of the top #webinerds in the industry.

This week, we’re featuring Stacy Combest, Manager of Webinar Marketing at Hootsuite based out of Akron, Ohio. Stacy brings nearly a decade of experience to the marketing table, starting with her service in the Army Reserves’ 350th Psychological Operations Company.

We asked Stacy a few questions about herself and what she thinks of the ON24 Platform. Here’s what she had to say:

To you, what does it mean to be a webinerd?

To me, a webinerd is someone who gets excited about webinars. Constantly testing new ideas and looking for new ways to improve the user experience. A webinerd enjoys the success of a webinar but understands that they must also evolve to continue that success.

What app or tool can you not live without?

Google Calendar and a real-life notebook #oldschool.

When you’re not in the office, you’re…

Hanging out with my kids and husband, baking awesome treats, knitting and kayaking with my pup, Murphy.

What is one of your career highlights? What are you most proud of in your career thus far?

One of my biggest career highlights was getting hired at Hootsuite. This company has given me the keys to running an amazing global webinar program and I truly love what I do.

What do you love about ON24?

I love how easy ON24 is to use, the ability to engage with users through widgets and the people behind ON24. A great company is made up by great people and it’s clear with ON24.

How has the ON24 webinerd community helped you?

I’ve been using the webinerd community since it was called Voice. It has helped me grow in my webinar knowledge by seeing what others are doing and also by engaging in forums. This is the first place I go if I have a question about webinars.

What’s In Store For Webinar World London: Training and Education

Knowledge is power. But when it comes to providing that knowledge, a lot of organizations today need a little help. Fortunately for you, we have a list of great sessions designed to get your training and education webinars up to speed in no time flat at Webinar World London. Grab your pen and paper, because your cheat sheet is here:

Training and Education Breakout Sessions

The Facilitator’s Cat, A Collaborative Tail

Vicky Ross, Associate Consultant, Right Management

What goes into producing a superb educational program? Vicky Ross, Associate Consultant at Right Management, will share a little story about her tips, tricks and how-tos when it comes to collaborating and producing an education webinar program.

Education Through Interaction. How Webinars Are Evolving Training and Education

Stuart Wilson, Global Director, Webinars and Online Events, More2Life

Philip Roylance, Global Director, SAP Channel Digital Enablement

Andrew Warren Payne, Managing Director, Market2Marketers

Audiences don’t want to sit, stare and feign attention to a presentation on their computer monitor. Today’s audiences crave multimedia experiences that use engagement to drive lessons home. Discover how your educational program can provide that engagement during this interactive panel discussion. This panel features organizations that have crafted new, innovative formats that deliver measurable results for both hosts and attendees.

During this session, you’ll learn:

  • Which webinar format — live, simu-live and on-demand — is right for your program
  • How to identify opportunities for engagement with audience members
  • How to interpret program data so you can identify successes and areas of program weakness

Everlasting Webinars With S&P: How to Maximize Your On-Demand Strategy

Laura Lopez, Head of Client Education at S&P

Laura Lopez, Head of Client Education, S&P, knows how to give her training events everlasting life. During this session, you’ll learn how to integrate her secrets into your educational webinar program so you can provide your audience with the best long term experience possible. During this session, you’ll learn how to:

  • Identify and integrate interactivity features into your long term educational program
  • Curate educational webinar playlists via the ON24 Engagement Hub
  • Promote your program consistently across all touchpoints

How Digital Marketing for Financial Services Can Get An Upgrade

The past decade has changed the nature of the financial services industry. New services are entering the market with new models at a lower cost of entry compared to traditional firms. Established communication channels with clients — such as mail and face-to-face conversations — are falling out of favor.  For traditional firms, however, one constant remains consistently true: digital marketing for financial services needs an upgrade.

There are a lot of tools out there that can help, but there’s only one that provides a practical, immediate upgrade: webinars. According to ON24 research, 89% of financial services companies say webinars help lower cost-per-lead. An additional 73% of these organization say webinars empower them to scale their marketing efforts. Sixty-four percent also say it’s ‘extremely important’ to have access to the engagement insights webinars provide.

Curious about what goes into a successful financial services webinar? Check out ON24’S 2019 Webinar Benchmarks Report for Financial Services.

But digital marketing for financial services is more than just webinars. Over the past few weeks, we’ve delved into what, exactly, digital marketing has changed in the financial services sector and how industry incumbents can adapt to stay competitive. Let’s take a quick look at what we’ve discussed now.

Exceeding Customer Expectations With Better Digital Experiences

Today’s financial clientele expect a better digital experience — and are willing to switch financial institutions to get it. To remain competitive, financial services providers need to focus on providing cutting-edge services and superior customer experience.

These facts aren’t lost on financial institutions. According to a recent Accenture study, 87% percent of banking executives say the combination of customization and real-time delivery will underpin future competitive advantages. But financial organizations are still in the early stages of adapting to digital: only 38% of organizations prioritize personalization with only 9% prioritizing on-demand delivery.

Providing a Human Touch

The race to adopt a digital-first approach has one big drawback: the loss of the human touch. Any major change in a financial institution’s approach to communication will need to preserve the human element to maintain and build trust with clientele.

Here, technology can help. Financial organizations can preserve an intimate relationship with customers by using data gathered through digital tools. These data can then provide firms with the demographic information needed to discover unmet customer needs, where services can be expanded and more.

Keeping Consumers Financially Literate

According to a study by Raddon Research Insights, when it comes to understanding how to best use their money, more than half of consumers turn to their primary financial institution for information and resources. Providing these resources is beneficial to financial providers, too, as nearly a fifth of learned consumers bring more business to their chosen financial institution.

Financial service providers are well aware of the benefits of providing financial literacy content, but two worries hinder the development of such material. The first concern is legal and regulatory hurdles that hold many institutions back. But, as finance goes increasingly digital, institutions are integrating more compliance professionals with sales and marketing teams. Doing so allows these teams to work in tandem, accelerating the development of consumer and regulatory-friendly educational content and courses.

The second worry, with the quantity and quality of the content produced. Nearly 60% of executives working for asset management companies say too much content is being produced. The same group also claim that the content out there now is not targeted well enough. These are valid concerns, but using digital tools that measure engagement, interest and interact with audiences can provide organizations with the insights they need to refine their content production process and produce work that leads to productive conversations.

Taking Marketing Global? Three Quick Localization Tips!

I’ve just landed in Singapore for ON24’s Webinar World and I have to say, I am quite impressed with the global culture that’s been developed over the last 50 years. The moment you step off the plane you are hit with signs in several languages directing you to various locations, different cuisine, including a Swensen’s ice cream restaurant — I didn’t even realize those places were still around!

In short, I couldn’t think of a better place in Asia to hold the third of four Webinar Worlds, as it truly captures the essence of the event.

I travel quite often and on my various trips I am often asked, “I have to get some content translated, do you know any translation service companies I can use?” Or “I have video content, do you know where I can get a transcription?” Need to send gifts to customers in 10 counties? What about corporate gifting services? Generally speaking, I do have answers for all of these questions, but what strikes me is the tactical nature of the question.

There are more than 30,000 translation agencies to choose from. Many of them will do transcription and Amazon.com is a good option for sending gifts to your customers and partners — although a new company, Sendoso, can help you get those personalized gifts out globally as well.

However, more recently, the line of questioning has changed from tactical to, in my mind, strategic. These strategic questions, “I need more pipeline in Germany,” or, “I need to grow revenue in Japan,” or, “I need to improve the split of my revenue from 80/20 home country to international to a 50/50 revenue split in the next five years.” How can I get there? What resources do I need? How should I align my go-to-market teams internally? What investment should I make?

I love these questions.

My first piece of guidance is always the same: Always start with the end result — what are you trying to achieve? More new customer meetings? More pipeline? More revenue? How much? There are plenty of services companies, and technology, that can help you get “there,” but you have to first know where “there” is. If you don’t know where you are going, then how do you expect to get there?

Going global doesn’t happen overnight – it takes a measurable and focused process

Translating your website, email campaign or an amazing new video isn’t going to get you that new set of customers, or even impress your current customers. The best companies in the world have realized that creating engaging global content is a series of micro-processes that often include a massive web of coordinated teams, both internally and externally. Once your company appreciates this fact, then you can begin to chart the course for the introduction of your company globally.

Salesforce automation, marketing automation and localization automation

I would guess that your sales team has a set of processes to identify opportunities and perhaps they even use some level of CRM to help them automate and capture this sales process. Further, some companies automate their marketing function, enabling them to create ever more engaging emails, landing pages and help them target ideal customer profiles. Well, if your sales and marketing teams leverage automation technologies, and you are thinking about the next step in your global content processes, localization automation can help you improve the speed of multilingual content production.

Localization is really just another global business process, albeit an insanely manual process historically for even the most global enterprises. Most companies who have tried to improve their processes have relied on massive spreadsheets, confusing email strings and content repositories that lack version control. Engaging with your global customers is extremely critical, so an investment in localization automation technology is imperative, just like salesforce automation and marketing automation.

Consider the global customer experience

Imagine a customer visits your website, do they see their native language? If they do, how much of the content has been translated? If they click on a link to a marketing asset or on-demand webinar, do they see that asset in their native language, or is it simply in English?

I can’t stress enough how important it is for visitors to have a consistent experience from the first time they visit your website, your booth at a conference or even when they engage with your frontline organization. If you aren’t willing to invest appropriately, then it becomes very obvious to your future potential customers. I would simply recommend making sure the content available to your global customers is consistent with “what” you are selling in that region. Doing so provides these potential clients with the sense that your organization truly cares about them and their culture. This is, in essence, true localization.

Lastly, the journey to becoming a truly global organization is just that — a journey. It doesn’t happen overnight and there will be setbacks, but if you start with “why” you are entering a new market, the true reason for localizing global content and understand how you are going to measure your success, then you are already 50% there!

Selling to Tech Means Investing in Customer Content

Selling technology used to be about features, functionality and specifications, supported by heaps of technical documentation. This is no longer sustainable as organizations increasingly adopt an outcome-based approach, looking for solutions that are tailored to their particular issues and circumstances, and that deliver measurable results. One-size-fits-all products have already started to lose out to those companies that can provide a personalized solution to suit each individual customer’s needs.

However, as the pace of innovation and disruption accelerates, many technology organizations are struggling to have a clear understanding of who the customer actually is. As their expertise continues to expand beyond a core suite of products or services, they are becoming multi-layered businesses offering solutions to companies of all shapes and sizes, from corporate behemoths to small-scale, resource-constrained operations with a handful of employees.

Additionally, the typical decision-making process of a tech buyer is more complex than ever. Technology investment decisions are no longer the preserve of CTOs or CIOs only, but of an extended cross-functional buying committee consisting of stakeholders, influencers and implementers who often have competing interests. Frontline users increasingly do their own research into how the latest tech solutions can support their specific initiatives and projects, and are therefore consulted during the shortlisting and final selection process. In SMEs and mid-tier businesses, around eight people are involved in the process, while for large enterprises (10,000+ employees), this number often exceeds 20. As such, targeting the IT decision maker with content detailing technical performance is no longer a viable approach.

CMOs are now ten times more likely to be primarily responsible for building the business case for digital marketing and CX technology investment than CTOs (40% vs. 4%). Compared to their IT peers who typically initiate a protracted due diligence and business case evaluation process before signing off on a purchase decision, CMOs are more likely to purchase technology based on immediate needs.

Understanding and addressing the diverse informational needs of this extended buying committee has become a major challenge. While six in ten (62%) technology organizations claim they always or frequently craft content based on specific points or stages in the buyer’s journey, creating content that appeals to multi-level roles within the target audience is the top challenge for 68%. This is as much of a challenge for top performers as it is for their less successful peers. It comes as no surprise then that direct vendor engagement continues to decline, with 51% of tech buyers engaging with customer service reps once a month or less and 24% never engaging with them.

Four in five enterprise technology buyers place a high degree of importance on tech providers being thought leaders. Encouragingly, there’s evidence that technology organizations are putting content front and center: content management, creation and localization is the second most time-intensive task of tech marketers, accounting for nearly a fifth (18%) of their working hours and surpassing data management, integration and analysis (14%).

The vast majority (80%) of tech buyers look outside the technology buying committee for information and advice on technology solutions, with reviews, surveys and usage stats from fellow technology users accounting for 51 % of these dependable sources of information. The reason many tech buyers prefer to probe these external sources is twofold: more often than not, the content produced by vendors is intently focused on the pre-sale stages and it doesn’t always incorporate first-hand insights from existing customers.

There are three key areas technology organizations need to focus on to produce customer-centric content that engages target audiences and addresses their top-of-mind concerns: (i) using personas to build a coherent picture of buyers and understand what motivates them and guides their investment decisions, (ii) prioritizing audiences’ educational needs over the organization’s promotional messages, and (iii) creating content that builds loyalty with customers. Most importantly, they shouldn’t lose sight of their audience, and how they can use engaging content to convey their brand voice, values and expertise at every stage of the buyer’s journey.

Want to learn what a technology professional can do to improve customer experience now? Check out the ON24 Webinar Benchmarks Report for Technology for tech-specific insights.

Building Better Digital Experiences for Media and Publishing

Across all sectors, the role of technology is shifting from driving efficiency to being an enabler of innovation, and the media and publishing industry is no exception. The boundary between media and technology is blurring every day – some see it as a crisis in the making, others are convinced it opens up unprecedented opportunities. One thing is undeniable: technology can help build better digital experiences for media and publishing companies — the kind audiences crave.

Learn How Informa Mastered Webinars for More Than 100 Brands

Leading companies in this space have adopted a tech-first approach from the very beginning and have stayed true to their tech-powered roots. For Netflix, the technology is just as important as the content and this is what gives the company an edge over its competitors. Technology and data underpin everything Netflix does, as it uses anything from powerful recommendation engines, to AI-powered compression algorithms to ensure the best possible picture quality using the smallest amount of bandwidth, to a content delivery network specifically tailored to its needs. Netflix’s success has led to ‘content bingeing’ becoming a normal and enjoyable way in which audiences consume media.

Three Ways To Build Better Digital Experiences for Media and Publishing Now

The ads of the future will be highly immersive and non-intrusive

Advertising is not defunct, but its future hangs in the balance. Bring advertising and storytelling together in a way that resonates with your customers and is an extension of their media experience.

Keep the communication going with your customers

Providing high-quality content is no longer enough to build a successful media brand. Your audience expects you to have an in-depth understanding of their wants and needs, and go the extra mile to deliver a seamless experience. Use webinars to open a dialog with your customers and build a customer-centric experience based on robust engagement and content performance insights.

Use technology to build a direct relationship with the consumer

With the direct-to-consumer race heating up, getting ready for a tech-driven future is critical. Explore how emerging technologies can help you transform content creation and distribution processes, attract and retain fickle viewers, and deliver personalized media experiences that make them feel known and valued.

The Power of Technology

“One of the things that’s really challenging in our space,” said Chris Goss, Director of Studio Technology at Netflix, “is the fact that the business of content creation is very, very slow to adapt to new technology. Bringing in these two sides gives us a unique opportunity to fuse the world of Silicon Valley and Hollywood together. It comes with a lot of challenges, and one of those challenges is the fact that traditional IT has always been seen as ancillary, not integral to our process, [but] there’s all this room for growth and innovation in entertainment.”

Discover how Thomson Reuters Extended Its Summit Reach by 73% at a Fraction of Its Cost

Artificial intelligence (AI), machine learning (ML) and virtual reality (VR) are expected to revolutionize the media and publishing industry and influence all parts of the value chain. Pioneering brands have already started to reap the rewards. Swiss news publisher Neue Zürcher Zeitung (NZZ) and the Wall Street Journal used machine learning to build flexible paywalls and individualize the experience. Intel and NBC provided the first ever live-VR experience from the PyeongChang 2018 Games, with more than 50 hours of live VR content.

How Media and Publishing Can Execute

Technology use cases in the media and publishing industry are far-reaching, such as automating workflows and processes, supporting data-driven decision-making, personalizing the customer experience and predicting demand. Most importantly, technology will help boost creativity – arguably the power engine behind any media business – and optimize content monetization strategies. According to Guy Finley, Executive Director at the Media and Entertainment Services Alliance (MESA), organizations equipped with an “AI-enabled feedback loop based on real-time, consumption metrics will up their creative batting average, which will thus increase production and commercial ROI”.

Discover how webinars can help media and publishing professionals improve their digital experiences with the ON24 Webinar Benchmarks Report for Media and Publishing.

Why Tech Is in Love With Everything-as-a-Service

Today’s digital technology can do more than ever before so it’s not surprising that technology providers are adjusting the way they package their solutions. They are responding to tech buyers’ demands for more control, easier and faster access to cutting-edge technologies, more ways to mitigate risks associated with costly and lengthy implementations, and improved ability to scale capacity on demand. In essence, providers are responding to tech’s love for everything-as-a-service.

Adoption of the everything-as-a-service (XaaS) model for technology procurement and deployment has picked up speed in recent years as its benefits for tech buyers – increased flexibility, efficiency and agility – have become more apparent. Flexible consumption models, either subscription-based or pay-per-use, are a far cry from the traditional upfront purchasing or licensing models, giving tech buyers more control over what they consume and how much they pay for it.

The Rise of Tech’s Love for Everything-as-a-Service

The rate of adoption is on the rise: among US companies that consume at least 15% of their enterprise IT on a XaaS basis, 71% report that XaaS accounts for more than half of their technology. Additionally, 24% currently consume over three-quarters of their enterprise IT as a service or are planning to reach that level within the next two years.

While the tech buyers’ original motivation for everything-as-a-service adoption was to cut costs, there’s increasing evidence that XaaS models are used to power digital transformation efforts and help them stay on the leading edge of technology by democratizing innovation. Seven in ten companies claim that XaaS is ‘very’ or ‘critically’ important to their business success, while 61% say they’re mostly or fully achieving accelerated innovation with these flexible models. Companies are 2.6 times more likely to prefer accessing innovation capabilities, such as artificial intelligence and advanced analytics, as a service.

Three ON24 Tips for Marketing to Tech

 Use flexible consumption models to become more nimble

Tech buyers want vendors to innovate and enhance their offering better and faster, which means you need to adopt a more flexible and agile development and delivery approach. Make the most of the XaaS economy by tapping into the wealth of engagement data generated throughout the customer lifecycle, using it to optimize your customers’ experience and uncover additional revenue opportunities.

Cut above the noise with industry-specific case studies and robust insights

Tech buyers have a growing appetite for genuine insights and external endorsements, and are more interested in finding out how you can help solve their unique business challenges rather than going through a long list of tech specs. Think in terms of outcomes, communicate succinctly and use success stories to demonstrate your technology’s potential.

Develop collaborative outcome-based solutions

As the complexity of tech stacks increases and customers demand tailored solutions that help address their unique business challenges, out-of-the-box solutions are no longer viable. Innovation is fostered through collaboration, so work with partners who have the right skills and competencies to pursue a diverse range of market opportunities.

How Tech can make Everything-as-a-service a Differentiator

Tech vendors also need to be clear how they position themselves in a crowded market. In the marketing space alone, over 7,000 individual solutions exist. As such, vendors need to create clarity and understand how they position themselves relative to the approach taken by their buyers – whether they are using an integrated stack based on a single cloud provider, a ‘best of breed’ approach that assembles many different solutions from different providers together, or a mixed approach that might be based on one core platform, such as a CRM, ERP or other widely-used databases.

In terms of benefits for vendors, XaaS enables recurring, steadier revenue streams, healthier margins and a renewed focus on building long-term relationships with customers. Flexible consumption models generate a treasure trove of data pertaining to engagement and usage throughout the customer lifecycle, which can feedback into interaction optimization efforts.

However, making use of data appears to be an area that technology marketers need to improve on. Three in five technology CMOs struggle to extract insight from data (61%) and believe that data protection legislation will make it harder to build direct relationships with customers (59%) Only a quarter of tech CEOs agree that their organizations are exceeding their customers’ expectations for personalized experiences.

Tapping into all available data to better connect with target audiences, personalize interactions at any point in the buying cycle and understand which products or features resonate more with customers is crucial for success in the XaaS economy. Embedding data into everything technology vendors do, and democratizing it so it can be used throughout the organization, is what sets leaders apart from the pack.

Want to learn what a technology professional can do to improve customer experience now? Check out the ON24 Webinar Benchmarks Report for Technology for tech-specific insights.

How FinServ Can Get On Board with Financial Education

Research has shown that consumers are most likely to turn to their primary financial institution (55%) when seeking financial literacy resources, ahead of online sources (45%) or their family and friends (39%). The payoff is certainly not negligible: a financial education program would prompt nearly a fifth (18%) of consumers to bring more business to their financial provider.

Millennials are one of the most important segments to consider when developing a content program. They are constantly on the lookout for opportunities to improve their financial health and prefer using digital channels to access content, usually turning to comparison and advice websites. Over half (55%) of millennials said that a financial education program offered by their financial provider would be ‘extremely’ or ‘very’ valuable (compared to an average of 38% across all consumers surveyed).

Santander’s Prosper and Thrive content hub, which was set up to deliver regular financial content to this key demographic, is an example of a successful content initiative. Designed to resemble a media outlet, the hub features practical content prospects can relate to and helps the bank move away from a heavy focus on product promotions.

C. Decker Marquis, Santander’s SVP and Director of Digital, Social Media and Multichannel Marketing, explained the rationale behind its financial education offering:

“We wanted to talk to people earlier in their decision-making process, and wanted our content to be found when they had lifestyle questions.” She added: “You wouldn’t necessarily think about coming to a bank for the types of stories we feature, but we want our audience to feel like we understand them and their goals.”

How to Financial Services Can Connect with Content

Despite these success stories, there’s evidence that content creation is one of the areas that’s downplayed in the industry. In many cases, content marketing is perfunctory at best. In 2018, FSI companies were less inclined than their peers in other sectors to cite ‘creating compelling content for digital experiences’ as their most exciting opportunity (7% vs. 15%). They were also less likely to prioritize content marketing, content management and creation of video content.

Deploying a mix of content types is the best way to reach audiences, whether you operate in the B2C or B2B space. Almost four in five (78%) treasury and finance professionals consider webinars to be useful or very useful, only slightly behind conferences and white papers/research reports, and sharing the third spot with infographics and interactive tools.

Finance organizations need to be careful not to fall into the quantity over quality trap though. Three in five (59%) executives working for asset management companies claim that too much content is being produced in the industry and the vast majority (94%) agree that content in financial services needs to be more targeted.

Compliance, Legal Aren’t the Hurdles Financial Ed Thinks It Is

While this indicates there’s a lot more work to be done, it also suggests that restrictions imposed by legal and regulatory teams don’t slow down content initiatives that much and content can move quite quickly through the long approval workflows. Compliance teams increasingly sit in marketing departments and are involved early, at the planning stages, to enable swift content production.

In order to stand out in a world overloaded with information and be seen as a trusted partner, finance organizations need to frame the messages they want to convey with the help of their content program in a way that resonates with their audiences. It’s also worth looking beyond close competitors to get a glimpse into how other sectors are serving the same audiences.

Content in the finance industry is used both to inspire and help assess options, and it’s worth remembering that consumer and business audiences have slightly different needs. Consumers crave transparency and timely advice, are eager to understand the impact of their financial choices and don’t want to miss out on good financial opportunities, and content can dramatically influence their perceptions. Finance professionals prefer well-researched, data-driven content and look for impartiality, specialist insight and practical guidance.

Discover how professionals in the financial services industry can provide a better digital experience with ON24’s Webinar Benchmarks Report: Financial Services Trends.