Feature Friday: ON24 Multi-Registration for Webinars

Bet you can’t have just one … webinar! Audiences crave your work, so keep them engaged by consistently offering them great content. A webinar series, for example, not only extends content journeys but also ensures audiences continue to connect with you. Your program should be ready for those opportunities with multi-registration for webinars.

Multi-registration puts more of your content into the hands of your audience — giving them the opportunity to become more invested in your brand. Additionally, interactions from all multi-registration webinars are counted toward the ON24 Engagement Score, giving you a detailed look into each attendee’s interests. By providing more webinars and content, you’re setting yourself up for efficient lead nurturing and follow-up.

Where Multi-Registration for webinars Fits Into Your Program

For those of you who have a webinar series, or a theme, you’d like to share with audiences, ON24’s multi-registration feature is the tool you need. Multi-registration reduces barriers to registration by allowing registrants to sign up for more than one webinar at a time.

Better yet, it’s easy to use.

How To Use Multi-Registration

Within the workflow of event setup, head to “registration” in Webcast Elite, click on “options” and click through to “go to multi-registration setup” to get started. ON24 users can create a new multi-registration page, or edit an existing template, and add or remove webinars as related content. Registration pages can also be easily customized to match your brand for a consistent audience experience with an image, abstract, speaker bio(s), banner and more.

Drive higher registration and attendance with multi-registration — it only takes a few simple steps. And, with ON24 Connect’s robust network of integration partners in the industry, registration, attendance and engagement data can seamlessly feed into your CRM or marketing automation platform. With an integrated technologies, you can simplify lead scoring, trigger actions and automate workflows.

If you’d like to learn more about ON24 Webcast Elite and all the tools that support efficient and effective audience engagement, please feel free to contact us. If you’re an ON24 customer, learn more about multi-registration pages in the Knowledge Center.

Why Webinar World Is a Must-Attend Event for Engagement-Focused B2B Marketers

Interested in what Webinar World London has to offer?  Check it out here.  Want to grab your tickets? Use the code “WWLB2BMARKETINGfor a 100% discount

In a world of constant and escalating marketing change, it’s a huge relief that there are some marketing tools, channels or techniques that you can rely on – and I think it’s pretty unarguable that webinars fit into that category.

Webinars have been a critical and highly effective B2B marketing tool for well over a decade now, offering typically unrivalled performance in lead generation, engagement and above all value for money.

But given their longevity and ubiquitousness, you’d be forgiven for thinking that everything it’s possible to say about webinars has already been said and that there is nothing more to learn. You’d be forgiven, but you’d be wrong. And I’ve personally proved this, repeatedly, attending four (yes four!) of the Webinar World events run by ON24.

Webinar World does exactly what it sounds like it does: it’s a ‘deep dive’ on all aspects of webinar best practice, covering just about anything you could think of – promotion, UX, content creation, presentation skills, sales handover, polling, speaker selection, serialisation… you get the picture. In other words, it’s a total geek-out for those involved with using webinars for excellent and effective B2B marketing.

And this is probably ON24’s real moment of genius: they realised that their best customers were the ones who had really gone down the rabbit hole and become webinar geeks… or ‘webinerds’, as they have called them. It’s a bit it like when disenfranchised groups take ownership or reclaim a derogatory term and make it their own. Except that ON24 invented ‘webinerds’ in the first place – and they printed the T-shirt. Hundreds of them in fact, and gave them out free at Webinar World. I have one, and so does my colleague Minesh, who produces our webinars… and we only wear them semi-ironically.

But please don’t let this put you off! You don’t have to be a webinerd to enjoy Webinar World London… but it’s quite likely that you might be one by the time you’ve experienced it. There are also a wealth of keynote speakers dealing with top-line B2B marketing issues.

In the 15 years since we founded B2B marketing, I’ve been to more martech vendor conferences than I can count, but none have the cohesiveness, focus, understanding of its audience and a genuine sense of fun that Webinar World has.

In short, if you’re looking to find how to do better, more engaging and more effective webinars, or if you’re not even doing webinars currently but you just want to drive more leads and better engagement with your audience, you should make time to attend Webinar World 2019. I guarantee you’ll come away excited, enthused and inspired – and you’ll come away with a free T-shirt. What’s not to like? See you there.

Meet the #Webinerd: Tyler Hershberger

At ON24, we take pride in our community of webinar experts. We call them “webinerds.” To celebrate the best of the webinar elite, we’re highlighting one true #webinerd every other week. In this edition of “Meet the Webinerd,” we chat with longtime ON24 aficionado, Tyler Hershberger, and how he makes use of webinars.

Tyler Hershberger is the Production Director at Jackson Systems, an HVAC controls distributor based out of Indianapolis, Indiana. As a supplier to local contractors, Jackson Systems is in a uniquely optimal space to educate its clients on the latest HVAC controls and more. In fact, the company partners with NATE, an industrial association that provides certifications to technicians who pass their exam.

As the Production Director, Tyler heads the company’s webinar and virtual training program (which he has discussed extensively with us in the past here, here and here). We asked him a few questions about his experience with ON24. Here’s what he had to say:

Q&A With Tyler Hershberger

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

TH: I take pride in the quality of both the content and experience of all my events. One definition of nerd is “a single-minded expert in a particular technical field.” To that end, I have dedicated much of my time over the last four years to master the art of web broadcasting. I squarely fit this definition of a “Nerd,” and since my vehicle of delivery is the web, I wear the moniker of Webinerd proudly.

What app or tool can you not live without?

TH: My knife. It is the one thing I have on me 99% of the time (even more than my phone). If we are talking apps, it would have to be my maps/navigation app. Having the peace of mind of never being truly lost is invaluable. Plus, I spend way less time in the car guessing what route will be the fastest then being wrong.

If we are talking webinar land, I could not live without Wirecast and the ON24 Broadcast module. With those two things, I can craft a truly amazing learning experience.

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

TH: Either at home with my family working on projects or in the woods with my boys throwing rocks into a stream. They are currently two and four – rocks and water can entertain them for hours. For hobbies, I fly drones, play frisbee golf, and go out Ballroom/Swing/Latin dancing with my wife.

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

One of my career highlights was speaking at Webinar World 2019. In a past profession, I was in adult education. It was fun to marry my current passion for web broadcasting and a past skill of speaking/training. Another career high was running camera for the Big Ten Network at a Purdue Vs. Ohio St. night football game. Both teams were undefeated, and the energy was insane. I love live broadcasting. This has held true throughout my career.

What has made me proud is my team at church. I am also the Tech Director for a 4-year-old mobile church and manage a team of 15 volunteers to set up, run, then tear down the Audio, Lights, and Video each Sunday. The way they have grown and can execute their positions without the need for micromanaging has been very rewarding.

What do you love about ON24?

TH: The flexibility to craft the end-users’ experience to best suit the audience. I can create a training that is highly engaging and easy to use at the same time. This has never been done to this extent in my industry. I love how easy it is to interact with ON24 staffers. They are invested in your success.

How has the ON24 webinerd community helped you?

TH: For a lot of us running a webinar program, we are lone soldiers or working with a small team. It can be overwhelming to have all that responsibility squarely on us, and then having no one to turn to with experience can be isolating. It’s like walking around in a foreign country unable to speak the language, lost, trying to find your way.

That has changed with the introduction of the webinerd community. Now suddenly you hear a group of people speaking your language. You are drawn to them and find out they are going to the same place you are. With the help of that group, you arrive at your destination and experience the wonders of that culture more richly. We are all in the same boat, working through the same issues, with the same tools each day. The ON24 community not only is a place to talk shop, but a means to deliver better content to your audience.

How Tech Is Changing Professional Services

While the professional industry is highly skilled, various elements of the work carried out by companies can be repetitive, tedious and resource-intensive. Estimates suggest that close to two-fifths (37%) of time in the professional services industry is spent on one of the most mundane tasks: collecting and synthesizing information. Additionally, the large amount of manual work required to compile data between systems was identified as a top challenge by executives from service-centric industries.

Technology adoption in the professional services space has largely focused on efficiency, with the accounting sector leading the charge by investing in automating the audit and account preparation processes. Other professions, such as legal services, have been lagging behind but automation is slowly filtering through.

Why of AI in Professional Services

Increasing pressure from clients to deliver value at competitive prices – essentially do more with less – means that the sector needs to explore how disruptive technologies can transform the way they operate and deliver services. Applications driven by artificial intelligence (AI) and machine learning (ML) have the potential to create efficiencies and broaden the types of services offered to clients. Spending several days reviewing documents or contracts is a thing of the past; AI-based tools can carry out routine but complex tasks in a matter of minutes.

With AI industry-specific use cases proliferating at a staggering rate, professional services companies will be able to play a key role in contextualizing insight and identifying opportunities in a nimble way rather than just processing information, managing regulatory risk or streamlining operations.

Digital’s Growing Impact

The industry seems to already be adept at turning investments in cognitive technologies into financial benefits. A Deloitte study revealed that AI investment delivered slightly higher returns for professional services companies than the median ROI of 17% across all industries. Along with tech, media and telecom companies, professional services firms have made the highest investments and realized the highest returns. In the UK legal services sector alone, AI and automation are expected to accelerate productivity to almost twice its current rate by 2038, with large firms benefiting the most.

Chatbots are making headway in the professional services industry as they are increasingly used to pre-qualify leads by directing inquiries to relevant information in real-time, and then using that information to fuel personalized follow-up conversations. One example is Parker, an Australian law firm chatbot developed to give basic answers to questions related to changes to data protection and privacy laws, before directing prospects who need detailed information to three fixed price legal advice packages. The chatbot was responsible for selling $15,000 of different types of advice in its first 24 hours.

Tech Adoption is Accelerating

Professional services providers are often cited as slow adopters of technology, but this is changing as increased competition continues to be one of the most significant business pressures. However, investment in a shiny new tool, whether it is AI-powered or not, is not enough. Companies need to understand the business case and formulate robust strategies to take advantage of the opportunity.

A lack of investment in the right skills, which we’ll explore in more detail in the following section, is an area that professional companies will need to address. While the world’s largest professional services and consulting firms average 5,000 to 15,000 in-house analytics professionals, it is estimated that fewer than 8% of these are data scientists.7 Value will be derived from investing in cognitive technologies along with upskilling and recruiting new talent to unlock the opportunity they offer.

How Digital Tools Help Associations Connect with Millennials

For associations, retention hurdles are particularly hard to overcome — especially when younger, millennial members are considered. Almost half (43%) of young members claim that there isn’t a strong return on their investment in association membership. More worryingly, one in three are not at all aware of the benefits their membership provides. But digital tools can help associations to overcome these issues and connect with millennials on their terms.

There’s evidence that reaching out to young members and keeping them engaged pays dividends in the long run: associations with increases in their membership levels (both one-year and five-year) are significantly more likely to have a higher percentage of millennial members.

Two Tips to Consider

Run campaigns and events specifically for younger members.

If engagement and retention of members earlier in their careers is a particular challenge for your association, run campaigns aimed specifically at them to address their needs.

Put high-quality training experiences at the heart of your value proposition.

All too often, mandated elearning or certification sessions can appear to be a painful chore for attendees. But it doesn’t have to be that way – by using webinars that blend multimedia content, resources and assessments, your training experiences can add significant value to your members. Always-on sessions help members choose when they want to learn, and they can also save you time by being highly scalable to produce. Read more about how webinars can improve continuing training and certification.

To boost engagement across all demographic groups, it is critical to understand variances by generation, particularly around how they perceive the benefits in their membership package. For example, research has shown that millennials place more weight on learning new skills and gaining access to career advancement, whereas Gen Xers and baby boomers see access to continuing education as the most significant benefit provided by associations.

Another key way of growing the millennial member base is to use more flexible models, such as subscription packages, alongside your traditional annual membership. Using these subscription-based models, members can get access to particular elements of your offering, such as content or events. The consumers’ growing interest in these models means that associations can experiment with alternatives in the non-dues revenue category and at the same time address the needs of young audiences.

Webinar Best Practices Basics: Driving Registration

Running a webinar more than just running a webinar. You have to convince your audience to register and attend as well. Driving registration to your webinar is a complex topic, but we’ve boiled the main points down for you below.

PLAN AHEAD

What difference does a week make? A lot. Our benchmark data shows you can increase your registration by 42% by promoting it more than seven days in advance of your event. To avoid overwhelming a prospect’s inbox, we recommend emailing the first invitation 14 days ahead of the webinar, a second invitation seven days in advance and a third invitation either the day before or the day of the event.

Driving Webinar Registration Best Practices Guide

Creating a compelling webinar takes art, while getting your audience there takes science. That may sound daunting, so we’ve gathered best practices and secrets that have helped companies build their audiences from tens to thousands by optimizing email, leveraging social media channels and offering teaser content along the way.

EMAIL IS ESSENTIAL

While other marketing tools help widen your reach, up to 80% of webinar registration is generated by email promotions. Send your first invite two weeks in advance, the second invite one week ahead and the third the day before or the day of your live webinar. Experiment and test by mixing up your email formats: HTML will deliver a consistent brand experience, but a plain text email can feel more personal.

Using Paid Promotions to Drive Webinar Registration

At ON24, we run a LOT of webinar campaigns. That means we do even more promotion. Get an inside view of our own paid promotion strategy to help get outside your database and engage new audiences.

SIMPLIFY REGISTRATION FORMS

You’ve caught your audience’s attention enough to get them to click through to your landing page and register for your event. This is no time to scare them off with a cumbersome webinar registration form asking for a ton of information. Ask only for the basics: name, company, title, company size and email address. You should be able to gather plenty of additional details about each of your attendees through their interactivity with engagement tools inside the webinar. Polls, for example, are a great way to get more in-depth information about your prospects and customers, without having to ask for it inside a form.

Keys to Driving Webinar Registration and Attendance

Get a step-by-step guide to improving your registration results and making sure those sign-ups convert to attendees. Our Chief Webinerd, Mark Bornstein, will walk through all the most recent tips and show detailed examples of the tactics that can help grow your audience.

How Life Sciences Can Get a Boost With Digital Channels

Healthcare and life sciences professionals (HCPs) are now more inclined to use digital channels to stay informed than ever before. According to a 2019 study by Indegene, the vast majority (80%) of physicians express a preference for digital, up from 73% in 2015.

Similarly, according to a Veeva / Across Health study, close to 70% of HCPs in Europe will be ‘digital natives’ by 2020. Digital channels are now being used alongside traditional channels, such as congresses, local events and face-to-face meetings with medical reps. These events help professionals to keep abreast of product or therapy-related information and the latest developments in their area of practice.

More Opportunities for Better Communications

In-person meetings are still one of the most preferred avenues for accessing medical information. But when it comes to digital, webinars are the second most popular channel, ranking, according to Indegene, slightly below websites — 55% compared to 56% for websites.

The figures above uncover a significant opportunity to transform the relationship with HCPs and expand reach. However, the life sciences industry has been slow to adopt digital channels, mostly due to inertia and the fear of moving away from a tried-and-trusted business model.

Only 10% of pharma companies conduct over half of their engagements remotely, using digital means, according to a separate Indegene study. For a significant proportion (52%), less than one in ten engagements are conducted remotely.

It doesn’t have to be this way. Pharma companies and life sciences organizations should use digital tools to connect, engage and understand what their audiences want. Here are three tips life sciences companies can use to boost their digital efforts:

Embrace digital transformation and make it a strategic priority

Don’t just explore individual technologies, look into how the convergence of technologies and trends can drive meaningful transformation and help you deliver impactful, patient-centric experiences. Stay ahead of the curve by adopting some of the most effective and innovative tactics for digital marketing in healthcare.

Offer bundles of products and services, and use educational content to enhance your offering

A successful approach that marries diagnostics, therapies and associated services needs to be supported by a solid content strategy. Adopt a more flexible, modular approach that allows content to be repurposed and disseminated through different channels, including webinars.

Use webinars to extend the impact of marketing activities to customers who are less receptive to promotional information delivered by reps

Focus on providing content that enhances the practitioners’ ability to deliver high-quality patient care. Read our HCP Engagement Report to explore how marketers are evolving their engagements with healthcare providers to keep pace with the industry’s digital transformation.

Face-time with healthcare professionals has reduced dramatically in the last few years and the cost of in-person engagements has reached an all-time high. Life sciences organizations are under increasing pressure to move away from a push model consisting of one-direction, company-initiated communication, to two-way meaningful, regular conversations with customers. They also need to start orchestrating experiences across multiple touchpoints, as a ‘double coverage’ strategy (a combination of webinars and in-person detailing) can have a multiplier effect.

Why Marketing B2B Tech Is Getting Harder

Five years ago, McKinsey aptly summarized the top challenge facing the technology sector: “If a software company grows at [20% annually], it has a 92% chance of ceasing to exist within a few years. Even if a software company is growing at 60% annually, its chances of becoming a multibillion-dollar giant are no better than a coin flip.” This is as valid today as it was then.

Keeping up with the pace can be exhausting. Accelerating growth, fending off competitors and achieving a foothold in the marketplace is an exacting and resource-intensive process, but the rewards are considerable.

Compared to other sectors, tech providers are confident in the growth prospects of their companies and the industry over the next three years. Over half (52%) of tech CEOs expect annual topline growth of at least 2%, compared to 44% of cross-industry CEOs. Companies also seem to be unencumbered by budget concerns. Marketing budgets in the technology sector continue to grow steadily, as CMOs in the technology sectors are most likely to say they expect them to increase by more than 5% – around a third (3%) compared to less than a quarter in most other sectors

In Tech, Experience Reigns Supreme

Having a best-of-breed product or solution is no longer sufficient though. Providing a great experience, being a trusted partner that helps navigate complex challenges and delivers measurable results against business outcomes, and being an enabler of digital transformation are critical differentiators. The recipe for sustained success is one centered on customer needs and dedicated to helping organizations achieve innovation-based growth. Building thought leadership is a must in this customer-centric era and it’s encouraging to see that the commitment needed to make it a reality is there: three-quarters (73%) of technology content marketers claim they are ‘very’ or ‘extremely’ committed to content marketing.

Organizations in this sector are known for embracing the challenge of technological change and keeping up with the speed of innovation, but they need to look beyond tech specs and applications. In the words of Steve Jobs, they need to “start with the customer experience and work backwards to the technology”.

Before diving into ON24’s benchmark data, let’s explore some of the challenges the technology sector faces today and how organizations can turn them to their advantage.

Embed customer centricity in your content creation efforts

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.

The Rise of The CMO in Tech

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.

How Tech Approaches Buying Tech

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.

Coming to The #Webinerd Channel: Schneider Electric and Moving Industry Mindsets

People, especially people in slow-to-change industries, like their habits and their way of doing things. But today’s digital revolution is upending the old way of doing things — and forcing companies to do things in new ways. So how can an organization get to moving industry mindsets?

On July 24 at 11 a.m. PDT (2 p.m. EDT), Schneider Electric’s, VP of Marketing Communications, Chris Quinn, will show you how he re-educates and shifts perceptions with webinars. During this event, Chris will explain how webinars have played a pivotal role in reshaping market perceptions, educating and engaging customers and driving cross-sell across their products and services.

Attend this session and you’ll learn:

  • How effective webinars can re-educate markets and shift mindsets
  • Ways to design a program that focuses on extracting more value from existing customers
  • Different types of webinars and the role they play in the overall marketing strategy

Don’t want to wait until July 24? Get a head start on educating your audience and moving industry mindsets these blogs: