11 Excellent Questions for Your Post-Webinar Survey

In today’s data-conscious age, we all know that it’s critical to gather attendee feedback after your webinars. What’s not so clear? The best survey questions to ask that will 1) provide the meaningful data you need to improve the quality and responsiveness of your programs 2) understand your attendees and deepen the relationships you’ve begun with them

This article was originally published on JDsupra.com. Shared with the author’s permission.

Here’s a robust, post-webinar survey used by one of our clients that serves as a great template for follow-up.

I like it because it provides three specific pieces of audience feedback that you can use to make your programs better: their views on the value of the webinar, the knowledge and skills of the speaker(s), and the likelihood that they will recommend your program to colleagues (the ‘net promoter score’). Note that, when it comes to surveys, timing truly is everything. More on that below.

Pick and choose among these, or consider using all:

[Event Name] Feedback

Thank you for attending [Event Name].

Your views on the program are important to us. Please provide feedback on this session by completing this survey.

1. What percentage of the information was new to you?

Select: 100% 75% 50% 25% 0%

2. I can use this session information:

Select: Immediately In 2-6 months In 7-12 months Never

3. Would you like to learn more about this topic?

Select: Yes No

4. Please rate the speaker’s knowledge of the topic:

Select: Excellent Good Fair Poor

5. Please rate the speaker’s presentation skills:

Select: Excellent Good Fair Poor

6. Please rate the content of the slides/virtual aids:

Select: Excellent Good Fair Poor

7. How accurate was the session description?

Select: Excellent Good Fair Poor

8. How did the session compare to your expectations?

Select: Excellent Good Fair Poor

9. Overall session evaluation:

Select: Excellent Good Fair Poor

[If relevant: Additional comments about the breakout:]

10. How likely are you to recommend this session to a colleague? (with 10 being most likely to recommend)

Select: 0 1 2 3 4 5 6 7 8 9 10

11. Please rate your overall experience:

Select: Excellent Good Fair Poor

You can of course ask other questions to gain further insight into the needs and interests of your audience. Keep in mind, though, that longer surveys – those that take more than a few minutes to complete – typically generate fewer responses, so if you’re looking for different feedback you may want to swap out questions rather than tacking on new ones.

Remember: with follow-up surveys, timing is everything

Webinerd social media

Mention the survey – and ask people to fill it in – just after the presentation has concluded, right before you start Q&A.

Your attendees are engaged, they’ve either asked questions and are waiting to hear them answered, or are ready to participate in Q&A. The worst time to first mention a survey is in an email when the webinar concludes. By then, your audience is completely disengaged. Recipe for success: mention the survey at engaged moments in the webinar and send soon after.

Some additional questions to consider:

  • How could we make the program better ______________________________

The answers help you identify improvements you could make to your webinars in general and the current presentation in particular.

  • Takeaways: What was your single biggest takeaway? ____________________________________

Responses to this question will confirm you’re focusing on the right issues and/or identify modifications you might want to make to the substance of your webinar.

  • Length / pace: The [length / pace] of the webinar was: Too Long/Slow / Just Right / Too Short/Fast

Questions on the length and pace of your program can help you understand how to adjust the delivery of your insight to make the session more relevant and interesting to your audience.

  • Additional interests: What would you like to see next? ___________________________________

This question is a good one to include because it helps you align your content calendar to the actual interests and needs of your targets.

  • Reasons for attending: Why did you attend today’s program? Required for job / Interesting Topic / Knowledgeable Presenters / CLE

While it doesn’t need to appear on every survey, this question can help if you’re trying to understand what motivates your audience to sign up for your webinars.

  • Prior webinars: Have you attended any of our webinars in the past? If so, which ones?

This is a useful question to include when you want to find out how well you’re attracting new participants to your programs.

Marketers Need to Think Digitally on the Virtual Event Experience

Whether they had a physical event or not, many brands are launching digital events to help build their pipeline. But digital events are not easy to do.

You can’t just spin up some type of event software, get some well-known experts to speak, and assume that every person that attends is interested in your products and services. There’s a lot more to think about before and after your event.

This article originally appeared on diginomica.com. Shared with the author’s permission.

I had a conversation with Tessa Barron, VP of Marketing for ON24, about the increasing growth of digital events. She said that the evolution of digital events is not a surprise; we were moving in this direction for a while. But she indicated that for many brands, setting up a digital event was a panic move to make up for the pipeline lost from not having a physical event. Most brands simply try to do a direct transfer of the physical event to digital, she said, and that’s a huge problem.

Digital events can work, but the right technology is only part of the answer. You need a different strategy and process for digital events. When you do it right, the data you can get will be better and more useful.

Rethinking the digital event format

Some formats Barron has seen work well include having a live webinar-style event and then several break-out sessions on-demand or holding your event over two weeks with prepackaged sessions delivered in different formats, or across different timezones. Barron explained that her company held the same event across four timezones to bring a live event to everyone at a time that is best for them.

We talked about the difference between paid digital events and free ones; there have been a lot of free events available; however, some companies are having paid digital events. Barron said that’s fine, but when you are charging for attendance, you have to think carefully about what is the benefit to your audience. Content is not enough of a benefit for a paid event; there needs to be some tangible outcome.

She offered the example of WebinarWorld, ON24’s live event. As part of their event, they offered a form of event certification. After a live event, there was a five-part on-demand webinar-based certification. ON24 didn’t charge attendees to get this certification, but it’s an example of something you could offer to make charging for a digital event worth the money.

Digital means data – useful data

Data is probably the most significant advantage of holding a digital event over a physical event. If you have the right technology, you can capture your audience’s behavior and interactions in ways you could never do at a physical event. And you can use that information to create relevant conversations with the right people when the event is over.

With physical events, every person that attends is passed on to Sales, with an assumption of their intent and interest. But most of the time, Sales waste a lot of time figuring out which leads are viable.

You can do things differently with a digital event. Barron said you need to build events based on the data you want to collect. Run polls to engage your audience and to understand their intent (what do they want, what matters to them, are they interested in your product). Include things like surveys and embedded CTAs to provide similar insights.

Barron told me that it’s important to have the ability to differentiate intent. She said the typical field marketer has never dealt with more than 500 leads at a time, but with digital events, that number can grow into the thousands. Too many leads cause the process of sifting through MQLs to break down. Data from activities like polls and surveys, from QAs, from the sessions people attended, and the time they spent at the event, gives the field marketer the ability to segment people and prioritize leads for Sales.

When you have a physical event, you can create 1-1 experiences with some of the people that attend. You can’t necessarily do that with a digital event. Still, you can create an event strategy that enables you to create those 1-1- experiences after the event – with the most important people.

It’s not the end of the physical event

Barron doesn’t believe that physical events are over. There will always be a mix of the two. But she does see the physical event getting limited to a tent pole event – one of several major parts of a bigger campaign or set of campaigns.

It may be that in-person events will be held specifically for key prospects and customers – the ones a brand determines through one or more digital events and other campaign activities.

My take

I’ve appreciated the opportunity to attend events that were once physical that I am not usually able to attend (many like me are in the same situation). But what I found is that much of what I learned listening to sessions is information I could easily learn reading blog content or a book.

Physical events shifted to digital fast, a little too fast, and the time wasn’t taken to think about how to create a more engaging digital event experience. The suggestions Barron gives will help companies think more carefully about how they plan their events and what happens at them, but it will also help them think about what happens after.

Every person that attends a digital event is not a potential customer. But they are a potential audience and influencer. So you have to think about what the experience will be like for them during and after the event. Data will you figure out the best experience to provide, and it will help you figure out who will get what experience when the event is over and done.

Feature Friday: Bring External Videos Into Your Digital Experiences

Video is one of the most popular types of content for marketers. It enables you to deliver your message efficiently and effectively, which is especially useful when there is an increasing number of distractions around the buyer journey. In fact, the medium is so powerful that 80% of marketers say that video has directly increased sales.

But once you’ve built the content and published them to your hosted channels, like YouTube or Vimeo, how do you extend their reach and leverage them to optimize your digital programs and audience experiences?

At ON24, we and our customers love video! From creating categories of training or product overview videos in ON24 Engagement Hubs to drive buyer or customer education to feature personalized videos for top accounts in your Target pages, and leveraging videos to promote upcoming webinars, we want to ensure that incorporating video is easy and efficient. In addition to uploading video files directly into your digital experiences, we’ve now added the capability to add videos from YouTube or Vimeo channels with just the URL. No need to download and re-upload.

You can quickly add videos from YouTube or Vimeo by using the video URL both services provide. Simply add the URL into your Media Manager and manage it alongside all the other content in your ON24 account. There is no need to remake content; the videos already created can be easily added to any digital experience.

When incorporating external videos into your digital experiences, you not only increase viewership but also gain insights into your audience’s interest. Your YouTube and Vimeo channel can continue to be the centralized place to track views or you can leverage the ON24 Intelligence engine which gathers total views, unique views and viewing duration so you can continue to understand content performance on your ON24 digital experience and optimize programs.

If you’d like to learn more about ON24 Engagement Hub or Target and leveraging external videos, please contact us. If you’re an ON24 customer, contact your CSM to get started.

Are You Using the Right CTAs on Your Webinars?

Nothing is worse than a mistimed call to action. I was recently on an auto dealership website and right as I arrived, before I even navigated toward the model I was researching, I was prompted with a chatbot about if I was ready to buy now.

Umm… no. (Side note — I’m a bit of a car snob and it is breaking my heart at the thought of trading in my six-speed MINI Cooper for a more family-friendly SUV.)

Aside from all that, at its core introducing a chatbot to push a deal is a misunderstanding of the buyer’s journey. A car is a considered purchase, even if it is a consumer decision. As a first time visitor to the site, this prompt was out of left field at best.

And all of this led me to think about how webinars often don’t have the appropriate CTAs based on the messaging and their intended audience. Think back to your most recent webinars, did you use appropriate CTAs? Sure it is great to ask if someone wants a demo at the end of the webinar, but could your CTA conversion rates not be high enough because the audience for that webinar is actually at a stage where they are seeking other information?

Now the first step before any of this is to ensure your webinars are aligned in messaging and content to the buyer’s journey. A full series of posts could be dedicated to that, but today we’re focusing on how the CTAs apply. I’ve included two examples per buyer’s journey stage:

It is critical that, as you develop your digital experience strategies, you don’t leave your audiences with a dead-end at the end of an event. By using this table, you’re taking the first step to keeping audiences engaged and allowing them to self-select into appropriate next steps.

How Atlassian Serialized its Stellar Virtual Summit

COVID-19 turned our in-person event world upside down and created a frenzied transition to virtual events. But, there is a silver lining that makes this rapid transformation, and hours of work, worth it. Now, all that virtual event content is automatically ready for a digital replay, adding more flexibility for audience consumption and maximizing marketing ROI. So, how do you successfully turn a virtual event into an ongoing digital campaign?

To find out, we took a look at the Atlassian Summit Webinar Series 2020. Why? Because Atlassian took a creative new approach to virtual summits — one that shows us all how to take single-day virtual events and turn them into an ongoing series over time.

Turning the Atlassian Summit into a Webinar Series

To start, Atlassian created a webinar series featuring popular sessions and never-before-seen talks from its annual conference. Topics included the latest teamwork and technology trends, insights from industry experts on innovative new ways to work, and detailed information on how leading companies are using Atlassian to drive change.

The Atlassian Summit Webinar Series began in mid-May and lasts until August 4. Each week, usually on a Tuesday or Thursday depending on your time zone, there is a webinar about one of five topics:

  • Teams and Future of Work: Productivity is an art and a science. Learn how to get work done efficiently and start completing your to-do lists.
  • Business Transformation: Scale and improve remote collaboration. Learn how to utilize the power of the cloud, data center, and change management.
  • IT: Deploy, operate and support your services with speed and reliability. Learn how to optimize for high-velocity ITSM while embracing agile and DevOps.
  • Agile: Learn how to build thriving agile teams, practices and products that keep everyone on the same page while adapting quickly to change.
  • Developer: Enable your teams to bring software from idea to production faster with better results, and learn about modern development practices.

Each of these categories features two to five webinars throughout the summer, with each event being made available on-demand after its live date through the event website. Once registered, attendees can create their own agendas based on the webinars that interest them.

So you may be wondering what you can do to set up your virtual event in a similar way. We’re going to examine how Atlassian organized the five themes of the summit, how it’s using webinars, and how it’s promoting its event.

Spreading out Topic Tracks Across Months

Atlassian split its IT, developer and business transformation discussions for maximum impact. Each topic track features two sessions spread apart over months. For example, its first IT session was held on June 2 in North America. The second session will be held on August 4.

Any organization can spread out a single theme over multiple events —  and they ought to for big-ticket summits. Doing so gives the event host more time to prepare, incorporate feedback and refine the discussions that audiences crave. For Atlassian, it also provides attendees with the time and opportunity to go between tracks and sessions and truly get a holistic view of each track interfaces with the other and how other teams approach problems and develop solutions.

Diving into Big-Ticket Topics

The other advantage of spreading out a summit over a summer is that it provides hosts and attendees the time and focus they need to dive into big-ticket topics. Take Agile project management for example. If you run a quick Google search, you’ll net more than 140 million results. Professionals want to know what it is how to operate on its principles.

To help them, Atlassian put together four webinars on the subject, each providing a new opportunity to dive deep into the topic. Atlassian’s first Agile session aired in early May, but the remaining three webinars are spaced two to four weeks apart. These cover various topics like how to survive the transformation to business agility, how to focus on the outcome for agile metrics, and how to work within a business where some teams are agile and others are not. Atlassian gives its topic, “Teams and Future of Work,” the same treatment with five total events.

Excelling with Simulive Experiences

All of the webinars in the Atlassian Virtual Summit Series are offered in three time zones: Pacific Daylight, Central European Summer and Australian Eastern Standard.

Of the presentations that have aired at the time of writing this article, all were presented in a Simulive format where the presentations are pre-recorded, but interactions with the speaker are live through engagement tools like Q&A and chat. Of course, all webinars and discussions are available on-demand after the last scheduled airing because attendees can attend the summit at any time.

Promoting the Experience

Atlassian makes it easy for registrants to attend its virtual summit. The event is promoted on multiple social media channels, its website and through email nurturing.

Social Media

Atlassian makes expert use out of its social media channels to drive awareness and excitement around its event. Its Facebook Page provides a great example, where its social banner features event branding and timing.

When scrolling through the page, there are informational posts about the different topics and reminders that a session is starting soon.

Atlassian also promotes individual presentations as they come up through social media posts on Facebook, LinkedIn and Twitter.

Emails

Emails are probably one of the most essential tools for running a virtual event. They promote, coordinate, remind and keep events running. Each registrant should receive an email confirming they’ve signed up for the selected presentations. This is a standard, but important step because it both confirms what the attendee has signed up for and provides them with the opportunity to make any adjustments they’d like to make, if necessary.

Another important email tactic is to help registrants remember when to log into the presentation by sending a reminder email. Often, this email can be sent an hour before the event starts. Also note, the Subject Line is a direct reflection of the content of the email, which is a tip we feature in our Email Best Practices for Virtual Events article.

How Webinerds are Adapting to Work from Home

Businesses are starting to adapt to a work from home world, but the day to day of office life isn’t back to normal and may not be for quite some time. To compensate, our webinerd community quickly adapted and shared their tips on how to keep work steady and operations going.

Here’s what they had to share:

Rachel Ross Creates Physical-Turned-Digital Events and More Webinars for Customers

Rachel Ross is the Field and Corporate Marketing Coordinator for Cherwell Software and the coronavirus pandemic made work a little crazy for her. Rachel and her colleagues had to quickly create and publish webinars to make sure they’re staying visible to their customers and supporting their sales teams. She’s also been working hard to transition in-person events to digital events using the ON24 Platform.

Brandy Rowden Shares Webinar Best Practices with Colleagues

Working from home gave Brandy Rowden, Senior Marketing Program Manager for ServiceNow, the opportunity to take a seat on the other side of a webinar and present to colleagues. Brandy spoke on webinar best practices and made sure to wear her #webinerd t-shirt for an added boost in confidence!

Ariana Raftopoulos Works to Support Customers’ Needs

As the Corporate Webinar Manager for Salesforce, Ariana Raftopoulos keeps busy by adjusting topics and producing webinars that support customer needs. As a big fan of webinars, Ariana is happy to see so many others realizing how webinars can be a powerful tool for success.

Dean Shaw Created Good from Bad with A Virtual Conference

For Dean Shaw, Global Advocacy Program Manager for SAS, the coronavirus pandemic wreaked havoc on SAS’s biggest conference of the year and forced them to cancel the event after many months of planning and preparation. After struggling to break through the historical mindset of a traditional face-to-face conference, Dean and his team transitioned their event to a virtual conference with almost 50 webinars powered by ON24.

Webinerd Tips

Businesses are taking a more cautious approach by letting employees return to the office when they’re ready. But this push to return to normal also misses a critical outcome of digital-first situations: that strong digital experiences will necessarily need to be a part of any company’s marketing plan regardless in both good times and bad. This means webinars, digital conferences and virtual trade shows should remain a critical tool in every marketer’s pocket.

But what about the attendees? What should they do? Well, here are a few tips to keep in mind if you find yourself watching a webinar:

Focus

You signed up for a webinar for whatever reason: the topic interests you, you need continuing education credits or everyone on your team is doing it and you don’t want to be left out of the discussion…whatever! You committed to do this, so embrace the experience and do what you can to get the most out of it.

Most webinars last an hour and include a question and answer portion toward the end. Commit to getting the most out of the experience by focusing on the presentation. Break out a notepad and jot down any interesting perspectives you may come across. If you need specific information that is shared during the webinar, jot down the timestamp of important content if you know you’ll be able to go back and review the presentation at a later time.

Engage

A good webinar encourages engagement from participants through tools like quizzes, polls, or chat pages with the hosts and other participants. Just like in a face-to-face presentation, the audience may be asked to raise their hands for something or to call out answers to a question.

This is also true with webinars, so if the hosts ask you to do something, be a good participant and engage with them! Doing so can help introduce your fellow participants to new ideas and perspectives. In fact, you and another attendee may even have the same question. So, participate!

Be Patient

Some webinar hosts are bonafide webinerds who are long past the days of being nervous about hosting a live webinar, but those people are few and far between. So, be patient with your webinar hosts — especially when they’re broadcasting from home.

Recognize the more personal side of business — especially if there’s a noise in the background or a child is seeking a parent’s attention. Most webinar hosts will have prepared contingencies in case something goes wrong, but even the most experienced webinerd encounters problems they’re not equipped to handle. It happens and it’s human! Have fun with it and when things get back on track, start taking notes again.

Why We Need Video Metrics for B2B Marketing Now

Picture this:

You and your creative team meet a month before launching a new campaign. On the agenda is conceptualizing a kick-a@$ email campaign that’ll be sent to your entire database. The finalized email is sure to stop even those hardest-to-impress dead in their tracks. Once completed, the emails are sent out, using a run-of-the-mill, basic email platform.

“Wait, you’ve left out some vital stages here,” you may think to yourself, and justifiably so. “What kind of call-to-action did they add? And, most importantly, how is contacts’ engagement with the emails going to be tracked?

These are all valid questions.

An email campaign will be deemed successful based on measurable metrics. It should achieve (and hopefully exceed) projected email open rates and, more importantly, click through rates.

No one will deny email’s effectiveness as a marketing tool. Yet, even its greatest admirers will admit that there are far more stimulating ways to engage with prospects.

For example, well-crafted videos can engage and delight, but so many of us go about video creation and dissemination in a way that is entirely inconsistent with a well-honed, strategic marketing approach. Too often, we fail to hold video, the content most likely to convert, to the same measurable standards we do email.

Video’s Moment in the Marketing Spotlight

Webinerd social media

Video has become the weapon of choice for marketers, and with good reason: it’s incredibly effective. Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading that same information in text. The average site visitor is 88% more likely to extend his or her visit on a landing page when there’s a video on it.

But video can have a transformative effect on email, as well. Recent research has shown that embedding a video within emails can increase click-through rates by up to 300%. Heck, merely adding the word video to an email’s subject can lead to a 19% spike in open rates and a 25% reduction in unsubscriber rates.

Here’s the question, though: how do we measure the success of video?

Why WE Measure Metrics

Let’s go back to emails, for a moment. Most companies rely on sophisticated marketing automation platforms to carry out email campaigns (think HubSpot, Marketo or Pardot). These platforms can detect exactly how each individual contact interacts with a given email. They will show you how many times each email was opened by any given recipient and highlight his or her interaction with a call to action (i.e. whether they clicked through).

The aggregated metrics, such as overall CTR%, are important, yet a campaign’s performance can truly be analyzed only when individual engagement data is available to us. For example, how did those who received the email cold (without us ever reaching out to them before) react to the email, compared to those who had a certain level of familiarity with us? Did the email resonate more with Americans or with contacts of other nationalities? How about men vs. women?

You need to truly know your audience to measure the impact your marketing initiative has had on it.

Driving Engagement Through Video

Webinerd on demand

When it comes to the way your videos are engaged with, relying on conventional methods and approaches simply won’t cut it. Too often, companies spend all of their time and resources on creating an amazing video but fail to think of the next step: where and how their audience will be viewing it.

Often, savvy, veteran marketers simply dump their video into the internet’s proverbial ether, without stopping to think about tracking viewing patterns, even though the video is a staple of the modern marketing stack. Many companies simply view video purely as a promotional tool; an engaging way to create a buzz surrounding their service or product.

Yet, limiting video to such a narrow role has organizations missing out on its true potential: driving real lead generation results

Start approaching video strategically

For the most part, conventional methods for onsite video presentations will teach you very little regarding audiences’ engagement with your videos. Total views and likes to dislike ratios are nice, but they provide zero insight into the way individual viewers engage with a given video.

Additionally, this data can be misleading. For example, a video may have a million views, but how many viewed it beyond the ten-second mark? For all you know, a majority of your viewership never made it to the sections of the video that matter most.

To gain those insights, you will need to explore more comprehensive video solutions. The latter will show you precisely how each member of your audience interacted with any single video. You’ll know who he or she is, where he or she was when they watched the video, and on which device, and, see when each viewer dropped off.

This information will prove its weight in gold in a few ways:

First, you will be able to truly optimize any given video. Aggregated chart views of individuals’ engagement levels with a video will reveal if and when a video sufferers from major bounce off rates. If you see that there’s a major drop-off in viewership after the first ten seconds, you’ll know you’ve failed to captivate your audience. You might want to explore opening your video differently.  Alternatively, if you see a major drop off at the one minute mark, you may want to cut your video off near or at that point.

Second, video can become an integral part of every lead’s journey down your marketing funnel. Modern companies, specifically B2B, rely on elaborate workflows when approaching contacts with marketing collateral. A contact clicking on an email’s call-to-action may be understood as an indication that the contact has shown more serious interest, and can be translated (not always justifiably) as an invitation to be sent additional content. The process is automated and sees contacts receiving specific messages that fit the level of engagement they have exhibited.

All of this can also be applied to video engagement.  While integrating with most marketing automation platforms, video platforms let you create workflows with video viewing patterns as deciding factors regarding continued interaction with a lead. If someone lands on your site, clicks play on a video and makes it to the halfway mark, you can see to it that the contact is sent an email offering him or her a demo. If the video is abandoned before the ten-second mark, you can arrange for the contact to be sent an email linking to one of your most enticing blogs. The possibilities are endless.

Start Using Video as Real Collateral

Webinerd working on a webinar

It’s no coincidence that marketing and creative teams spend a lot of time and resources creating awesome videos.

Nothing moves the needle quite like a killer promo or customer testimonial video. However, for it to deliver the ROI you know it can, it’s critical to invest just as much thought into the way you present your video.

Video analytics, made available by comprehensive video solutions, will show you how every individual viewer interacts with your video. Leveraged towards future marketing initiatives, these analytics enable you to tap your videos’ true lead-generating potential.

About the author:


Yoni Yampolsky is a marketing manager at Cincopa, a powerful multimedia management and hosting solution, Cincopa helps businesses tap their videos’ true conversion potential.

Why Digital Experiences Need a Mindshift

Whether you love it or hate it, working from home has its challenges. The Sunday Scaries may no longer worry you, but now every day feels exactly the same.

That’s why, in mid-May, we partnered with Epic Keynotes to deliver an engaging event that helps professionals shift their minds and perspectives while working from home. We called it MINDSHIFT, and it was a first-of-its-kind digital event that helps professionals like you to dream up out-of-the-box ideas all while benefiting the COVID-19 Response Fund.

In two hours, MINDSHIFT connected attendees with ten of the greatest thinkers in business and personal development. However, a new mindset isn’t the only thing that’s changing. How we host events like this has shifted from physical, in-person events to a complete content journey experience ranging pre-, during- and post-event.

Here is how we did it:

Getting The Live Event Going

MINDSHIFT started as a live digital event in mid-May. As with any event, it’s important to promote the event to gain as much attendance as possible.

In addition to an email campaign, we focused our promotions on our three social media channels: Facebook, Twitter and LinkedIn. We made sure to tag the event speakers, include event branded images and a link directly to the event page website with an easy registration form. The goal is to make it as simple as possible for participants to say “yes” and sign up. We even streamed the event to Facebook live for maximum engagement:

But the real magic for marketers is the landing page itself. Through a combination of ON24 Engagement Hub and Target, visitors are greeted with an interactive, dynamic experience that’s engaging, branded and, for marketers, data-rich.

An Engagement Hub for Virtual Experiences

With ON24 Engagement Hub, MINDSHIFT registrants and attendees can learn all about the event, its details and register for upcoming sessions. The Engagement Hub also empowers marketers to organize their virtual experiences anyway they see fit. They can guide audiences to tracks and breakout sessions, let attendees filter by speaker or topic and more. For MINDSHIFT,  audiences can stream the entire on-demand event with the click of a single button or explore each speaker’s biography and session by clicking on their corresponding section.

Bespoke Experiences via Target Pages

So what happens when a MINDSHIFT attendee clicks on a speaker’s portrait? They’re taken to a branded Target page that contains additional resources about the speaker and a link to the speaker’s MINDSHIFT session. Each MINDSHIFT presenter, then, gets their own page filled with their own contextual content.

Always-On Content Experiences

MINDSHIFT is an event that anyone can watch at any time, over and over again. It is always going to have relevant information and is something that can be revisited as often as a participant desires. The information on radiating positivity and being open to possibilities will never be stale and is something we all need to remind ourselves about, especially as we get so busy in the day to day grind of work and life.

Because this is infinitely relevant, and we can all use a reminder to be more positive and open to new experiences, MINDSHIFT is the perfect event to live on through on-demand streaming.

One of the best things about digital experiences is the ability to easily scale with an audience’s needs. Attendees could focus and watch a 45-minute presentation in the midst of a busy day or narrow-down on a specific topic, track or theme during a two-day seminar. And best of all: virtual experiences scale. Events can range from 100 participants to 10,000 participants — and you can even use in-person content.

So, when you think about how you can mindshift your day-to-day approach to working from home, think about how you can also shift how your work gets done with comprehensive digital experiences.

How Are You Navigating MarTech Mayhem?

It is that time of year, birds are chirping, flowers are starting to bloom and the notorious MarTech landscape infographic has been released. This year, the Landscape encompasses more than 8,000 companies across six master categories, a dramatic increase of 1,575 from the year before.

Now, we all know that the first thing anyone who works in the marketing tech or sales tech industry does: look for their logo in the bubbles. Then swiftly look to see how their company is positioned compared to competitors, “Is my logo bigger than theirs?”

That aside, what does this mean for marketers?

Probably not a lot right now from a purchasing perspective. I haven’t seen marketers using this as a purchasing guide. I hear a lot of crazy things in my talks with marketers but not the idea that they are using the landscape as a shopping list. The addition of the Martech 5000 website is brilliant, I must say. I hope that the team is able to take that to the next level to provide further recommendations/reviews or additional data about integrations. I’m all about the beautiful representation of information, but I also want to act on it.

But I think there are ways for marketers to use this list as a way to consider how they can be using what they already have today. Let’s face it — many marketing budgets are currently on hold or worse, being cut — so people have to use what they have today. We also know that marketers haven’t done a great job of using the full set of capabilities that their technologies offer. In fact, Gartner reports that marketers are only using 58% of the capabilities of their martech stack, so we have an opportunity to get more from what we already have.

This subject is something I’ll be thinking about over the coming weeks. In the next month or two, I’ll hold a webinar to discuss how marketers like you can work with what you have today. The webinar will include an approach you can use to evaluate and prioritize which technologies to expand your use of their capabilities. Keep an eye out on this area for an update and I’ll see you then.