Insight50: Ask Your Questions on Optimisation in B2B Marketing

During this month’s Insight50 webinar, we’ll discuss how B2B marketers should be approaching optimisation. Sign up for the session to get all your questions answered.

Over the past few weeks, we’ve been covering the topic of optimisation in B2B marketing on the ON24 blog.

Ahead of our panel session where you’ll have the chance to ask all of your questions, we’ve put together a few points to think about before you sign up to the session.

Data should make optimisation in B2B marketing easier

As covered in ON24’s e-book on The Engagement Imperative, B2B marketers have access to so much more data than they used to. Using digital technologies, any marketer with the right skills, tools and resources can reach and connect with any buyer on the planet. And by measuring this performance, it should be easier to set benchmarks that any optimisation goal can be aimed towards.

Within webinars, for example, there are a whole host of metrics that can be measured to determine success. In addition, you can use data from other marketers to gauge your own performance, such as the figures in our Webinar Benchmarks Report.

But B2B buying has become more complex

Digital technology has made things easier for the buyer too. During any research phase, they can access far more information than was previously available – and the amount of that information keeps growing over time.

However, this creates a problem for the B2B marketer as buyers don’t take linear journeys. They choose how they want to engage and on what terms. But this makes identifying what areas to optimise a lot harder to determine.

This also gets even more complicated when one looks at a buyer journey from an account-based marketing perspective, as each person influencing the purchase takes their own journey.

So where should marketers focus their optimisation efforts?

Ultimately, where you choose to start with optimisation is down to you. By assessing your own performance, you can identify where you might be able to make the biggest changes going forward.

That being said, remember to keep the entire B2B customer journey in mind. Just because your team’s targets might be focused at a particular stage, this is arbitrary in the minds of your target customer. A narrow focus should even lead to a sub-par performance if it creates friction or confusion at a later stage.

So what are your optimisation challenges? Where is your team focusing its efforts? Sign up to the Insight50 session on “How Should B2B Marketers Approach Optimisation?” to share your stories and ask your questions.

Why B2B Marketers Should Benchmark Themselves For Optimization

This post is the latest in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

As part of the first articles in our B2B marketing optimization series, we covered why you should optimize for the entire customer journey and common barriers to optimization success.

In this post, we’ll explain why you should benchmark your company’s own performance (using both internal and external sources of data) before starting out on your optimization journey.

Benchmarking helps to negotiate success tactics

All marketers have heard the adage “what gets measured, gets improved”. In that case, having at least a baseline of measurement helps to set goals for optimization.

However, understanding the degree to which something can be improved is critical. It allows you to determine what is realistic and achievable. It also helps you to prioritize efforts where the greatest impact will be.

Using external industry benchmarks and figures are often highly valuable in this regard – and also act as baselines if you aren’t able to access historical performance because it hasn’t been measured previously.

If you are looking at optimizing areas that need help from other teams, benchmark data will help demonstrate the potential impact of working together. Likewise, if marketing is set targets which are unrealistic, benchmarking helps to have conversations to negotiate over goals and expectations.

Benchmarking can identify bottlenecks across the customer journey

The typical B2B customer journey has many steps before a sale is even made. Inevitably there is drop-off at each stage of the process.

Benchmarking can help to identify where the bottlenecks and drop-off points are compared to the average. For example, if on-page conversion rates are lower than industry norms, this presents an opportunity for optimization. If the time between a lead being marketing qualified and sales accepted is excessive, optimization can work on improving that.

If there is excessive drop-off after initial sales meetings have been booked, marketing can look to provide content and campaigns to keep prospects at this stage engaged, with the aim of reducing lost opportunities.

Benchmarking helps to prioritize what’s important

There is potentially a huge amount of data available to B2B marketers today to help them gauge effectiveness. However, such a long list of metrics can easily become overwhelming.

Having benchmark data available allows marketers to identify where the quick wins and biggest levers are. Other areas of improvement can be put on to a longer-term list that can be actioned depending on resources later down the line.

Benchmarks from external sources can also be valuable in this regard because B2B marketers can all to easily pursue paths that might not pay off in the manner expected.

For example, NetLine’s 2019 State of B2B Content Consumption and Demand Report found that while marketers often target their content at the C-suite, individual contributors are downloading the most content – suggesting that marketers could benefit from prioritizing efforts on a wider buying unit.

Where to find benchmark data to plan your optimization efforts

The first place you should look is within your own systems to identify what data you have at your fingertips. Once you have this, you can look for external sources to identify what good performance looks like.

For webinars, ON24’s annual Webinar Benchmarks Report contains figures across a whole range of metrics, while our previous post on How to Measure Webinar Success contains some ideas on optimizing each.

Industry surveys and analyst reports are also a good place to turn to find data on anything from content preferences for B2B buyers through to lead generation figures.

Whatever metrics you choose to investigate, remember to keep in mind the customer journey as a whole. By doing so, you’ll avoid gaming singular metrics and make sure your efforts enhance the entire customer experience.

For more information on where your webinars stand in relation to your peers, download ON24’s Webinar Benchmarks Report for details on performance across the webinar journey – from registration and attendance through to always-on viewing.

Why Marketers Should Help Sales to Always Be Closing

During this month’s Insight50 webinar, we’ll discuss why marketers should help sales to always be closing. Sign up to the session to get all your questions answered.

Almost everyone in sales and marketing will be familiar with Alec Baldwin’s famous blackboard lesson to a beleaguered and desperate sales team (warning – some strong language in the clip below).

But while marketers might spend much of their day on the AIDA, it would be well in their interest to look at the ABC – even if they aren’t in the running for the Cadillac or the steak knives.

So while you put that coffee down, here are three reasons why it pays to help sales to always be closing.

ABC helps to build stronger relationships with sales teams

Marketers often complain that their relationships with sales teams leave much to be desired. But at the end of the day, all that matters is the revenue and closed deals that a company can achieve in order to keep the lights on and generate a profit.

Salespeople are always under a lot of pressure to make their targets, both to achieve the upside of a bonus and to avoid the downside of being shown the door. While providing great leads is an excellent start, anything extra that marketing can do to help their colleagues will inevitably build a stronger working relationship.

As a result, these salespeople will pay back the favour, making sure marketing gets credit and acknowledgement where it’s due and providing assistance to marketing to help meet their own targets.

ABC increases marketing’s share of weighted pipeline

Opportunities within the sales process are often labeled as either being marketing-generated or sales-generated. But if the marketing-generated opportunities don’t make their way down towards the final stages of the sale, their value becomes limited – and as such, marketing’s value isn’t counted as strongly.

By helping edge opportunities towards sale and over the line, marketers increase their value to an organization. Furthermore, there’s the chance to make sure well-qualified leads don’t get left behind as the sales team chooses which opportunities and accounts to focus on.

ABC will strengthen your own career

Lazlo Bock, Google’s former SVP of People Operations, once described the perfect formula for a winning CV or resume. That was to state your achievements using the following structure:

Accomplished [X] as measured by [Y] by doing [Z]

Helping colleagues in sales to close deals will help to assign both a monetary value to your achievements and provide a list of brand logos. Whether you’re applying for a promotion or a new role, demonstrating the value you have brought to the revenue process in such terms will allow you to stand out among the competition that can’t boast such achievements.

Furthermore, as some firms look to hire Chief Revenue Officers instead of Chief Marketing Officers, these achievements will demonstrate your ability to reach across the entire customer journey.

Want to learn more and get your questions answered? Then sign up to the Insight50 session on “How Marketers Can Help Sales to Always Be Closing”.

Why B2B Marketers Should Optimize for the Entire Customer Journey

This post is the latest in our series on B2B marketing optimization and how to take your marketing efforts to the next level.

Earlier on the ON24 blog, we looked at what is optimization for B2B marketers and why it is important.

In this post, we make the case that when it comes to optimization, focusing on just the early stages of the customer journey is unlikely to be the most effective.

Optimization needs to be aligned with how customers take their journeys

The previous article touched briefly on how the customer journey for B2B purchases differs to those within B2C.

While those selling to consumers often only have to deal with a single individual and can manage almost their whole experience through the website, B2B marketers have to contend with multiple people in a buying unit, lengthier and more complex sales cycles, and the fact that the ultimate point of revenue is looked after by departments other than marketing – those being sales and customer success (i.e. post-purchase and renewals) teams.

Buyers and buying teams also do not take linear paths. Instead, they choose their own journeys by interacting with a mixture of self-service content and conversations with people, as illustrated in the image below from ON24’s e-book on The Engagement Imperative.

Customers and prospects don’t care about singular points and events

In marketing, the measurement of performance often comes down to a single event or trigger. For example, when a lead form is completed or a prospect passes a lead score threshold that makes them qualified for sales.

It might be tempting for marketers to simply look at optimization in terms of only their targets – for example, the number of MQLs generated or the total value of marketing-sourced pipeline. However, buyers don’t see their process as being defined by your company’s own processes or departmental siloes.

These targets might help align processes and actions internally, but the customer doesn’t care about crossing such arbitrary thresholds.

As such, B2B marketers looking to make a real impact need to approach optimization from the customer’s perspective. This means looking at each part of their journey and finding out how to improve it, regardless of whether that step is typically owned by marketing.

The mindset around optimization needs to be wide. And if marketing is supposed to ‘own’ the customer experience, their responsibility cannot simply end when there is a handover to sales.

The whole customer journey has value

Because the whole experience of interactions between a prospect or customer influences their decision to ultimately make or influence a purchase decision, optimization needs to look at the journey in its entirety to have the most significant impact.

Furthermore, because retention is almost always far cheaper than acquisition, and because existing customers make the best advocates, any approach to optimization should look across the entirety of the customer journey.

A three-stage approach to the customer journey

So how can B2B marketers tackle this complexity without inducing too much confusion? Your organization may already have customer journey maps that break down each stage. In this case, that framework may provide a good start when it comes to optimization.

If you don’t have buyer journeys already mapped out, we recommend dividing the journey up into three stages for the purposes of optimization:

Stage 1: Acquisition

This part of the customer journey is the one traditionally associated with marketing. Questions to ask as part of your optimization efforts include:

  • What can we optimize to increase our reach across our total addressable market?
  • What can we optimize to increase coverage within target accounts?
  • How can we optimize our on-page conversion rates for landing pages and lead forms?
  • How can we optimize the research stage of the customer journey to encourage more content downloads and consumption?
  • How can we optimize engagement during webinars and other events to qualify prospects for sales?

Stage 2: Engagement and Conversion

This stage of the customer journey is typically owned by both marketing and sales, with the latter taking more control as the sales process progresses. Questions to ask here for your customer engagement marketing include:

  • How can we optimize the handover from automated marketing to direct sales content?
  • How can we optimize the self-serve experience even as prospects are speaking with colleagues in sales?
  • How can we optimize the interaction between salespeople and prospects?
  • How can we optimize the sales experience through content and collateral?

Stage 3: Retention and Loyalty

This stage of the customer journey comes after purchase. In many companies, the salesperson responsible for closing the deal then hands off to customer success or an account manager. Optimization questions to ask here include:

  • How can we optimize the onboarding experience?
  • How can we optimize how customers educate themselves and find out more about the product or service?
  • How can we optimize engagement for existing customers?
  • How can we optimize customer advocacy?

The posts over the coming weeks will explore these three areas in detail – and how webinars can be an instrumental part in optimizing the entirety of the customer journey.

If you can’t wait for our next posts, the 3rd session of the W.E.B.I.N.E.R.D. Education Curriculum is all about optimization. Sign up to get started and watch all previous sessions on demand!

How to Measure Webinar Success

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

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

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

How are webinars contributing to marketing’s goal?

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

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

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

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

Some scrappy ideas for influencing the above include:

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

How are webinars engaging our prospects?

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

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

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

ON24 Webcast Intelligence Screenshot

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

How successful is our webinar promotion?

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

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

Taking a scrappy approach to improve these could include:

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

How will you use this data?

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

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

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

How to Turn Your Webinar Into a Podcast

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

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

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

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

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

Secure Guests

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

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

Agree on Talking Points

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

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

Set Up Your Webinar Page

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

Do a Test Call

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

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

Run and Record Your Webinar

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

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

Download The Recording

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

Edit the Recording

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

Add Intro / Outro Music

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

Make Creative for Podcast Channels

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

Upload Podcast Episode to Podcast Channels

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

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

Transcribe Your Podcast as a Blog Post

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

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

Share the Podcast with Your Guests

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

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

Share the Podcast More Broadly

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

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

Happy Podcasting!

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

Three Ways You Can Use Existing Webinars to Drive Customer Engagement

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

One of the principles of scrappy marketing is making good use of what you have.

Webinars are a great way of engaging potential customers, as well as nurturing your relationships with them, but they take a lot of work to make. How can you get as much mileage as possible out of them?

In an earlier post, we discussed methods you can use to extend the lifecycle of a webinar. This post focuses on ways you can use webinar recordings to engage your on-demand audience.

Create a webinar hub

On-demand webinars are a huge part of your audience – a potential third, according to ON24 research. How can we serve them better?

Creating a central place on your website where all of your webinars are based is a great place to start. Make it attractive, make it accessible, and above all, make it searchable.

This needs to be a place where visitors can start a long journey with you, so, for example, after viewing a webinar, they can be recommended some of your related content, such as a white paper or case study that was discussed on the recording.

Creating a webinar hub helps you draw parallels between the different kinds of content you host while catering for the bingers who like to watch several webinars on the trot or a whole series at once.

The choice is yours on whether to ask visitors to sign up once for access to all of your webinars, or to gate each video individually – you’ll have to weigh up user experience against your desire for leads.

Syndicate your webinar content

Third-party sites can be great places to host your webinar content. By placing lead forms and calls-to-action on other sites, you can capture an audience that you otherwise wouldn’t have reached.

You can also reach additional viewers organically by making parts of your webinar content available on video sites such as YouTube, Vimeo and SlideShare. These platforms can help grow your audience further by making your webinar content more searchable and accessible, although you should weigh up the benefits of reach versus capturing leads.

Again, it’s up to you whether you publish your webinars as full videos, create shorter chapters to create series, or just post shorter clips of the best bits. Whatever you choose to do, be sure to link back to your webinar hub for those who want more.

Cut webinars into bite-sized pieces

Breaking longer recordings into shorter, easier to digest clips makes your webinar content so much more versatile. Not only do they present a lower barrier to entry for the rest of your content (an hour-long video may prove intimidating), but you can be more targeted with how you share them, as a shorter clip is likely to be far more focused in its subject matter than a 60-minute webinar that covers many topics.

Research by ON24, which found that half of webinars have audiences of between 100 and 199 people, suggests that webinars are tending towards smaller, more niche audiences for mid to bottom of the funnel prospects, so it makes sense to specialize where you can.

Shorter clips can also serve as teaser videos in your webinar promotion – post them on social media – organic or paid – to generate interest in your longer on-demand webinars.

Want more tips? Check out our guide on the Keys to Building an On-Demand Webinar Strategy.

How to Pass Off an Old Webinar As Brand New

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

Do you have a webinar in your archive which could do with being promoted again, or that you just think deserves a wider audience? Have you thought about rerunning it, as if it were brand new? How would that even work?

The good news is that your old webinars are likely to be a treasure trove of content that can help get you results. The hard work has been done, and as scrappy marketing is about doing more with less, refreshing your previous content can be a key pillar of a scrappy program.

There are a number of different approaches you can take in repurposing your old webinars. Some ideas include:

  • Running a new webinar with existing content. This is where you take your notes, slides, promotional material and other assets but run the session completely new. This can be particularly valuable if you think a tweak of the title might bring in more viewers, but want to use your content again.
  • Running an old webinar as simuliveFor this type of session, it’s easy – your recording from the previous session is presented as if it were a live, scheduled event. There’s no material difference between running a webinar live or simulive. All of the interactivity offered by polls and chat and are retained, and it still ‘feels’ live, although you should check it first to make sure that there is nothing to impact the experience. Product demos work particularly well as simulive, especially as you can have your sales team on hand for chat and typed Q&A.
  • Mixing old recordings with live content. There are two different ways you can blend this approach. The first is to take video recordings from your previous webinars and put them in as video clips and run a live webinar session either before or after these clips. This can be valuable if you’ve had a speaker that can’t present again, but you still want to use their words and presenting. The other method is to run what ON24 calls a “Sim-2-Live” session – this is where you run a simulive webinar, complete with all functionality, before rolling over to a live audio feed.
  • Promoting pre-recorded webinars as an “always-on” session. This is where you take your old webinars and host them for people to view whenever they are available. This can be particularly useful in building out evergreen content, syndicating them on third-party sites, and serving customers in different time zones.

Whichever approach you take, here are the stages you should go through to make your refreshed webinar a success.

Review your old webinar along with any related materials

Before you promote your old webinar, watch the recording and review any related assets.

This is particularly important if you plan to run your old session as simulive or Sim-2-Live. In this case, keep a careful eye out for dates and times. Check any slides don’t have a date on them that is in the past. If you happened to do a screenshare, check that there is no giveaway date or time in the menu bar.

For an “always-on” webinar, these dates are not as important, but you may want to reconsider their use on slides going forward to keep them as evergreen content.

If you’re running a brand new webinar using old content, have a quick look over your materials to see if anything needs a refresh.

Set up your webinar ready to go

Whatever type of webinar you will look to run with, make sure you get everything set up ready to capture registrations.

Use your webinar console to set a date and time for your session, or to publish it as an always-on asset.

For practical guidance on this, the Webinar Best Practices series can show you everything you need to do.

Drum up interest on the topic through social media and other channels

Start posting existing content that’s related to the webinar, such as blog posts, to social media. Look at using other tactics to start driving traffic and building authority.

Taking such an approach helps you achieve two things: firstly, it renews interest in the subject of your webinar, and secondly, it allows you to gauge the level of interest. This can help you decide which of your old webinars you will look to promote the most, which can be particularly important if you have limited budget or resources.

For live and simulive sessions, start promotion at least two weeks out

It’s best to promote your webinar over a longer period, ramping up intensity as the date of broadcast draws nearer. We suggest starting promotion at least two weeks before the day it’s due to go out, based on data in our Webinar Benchmarks Report.

If you want to take the paid route, take advantage of retargeting tools and lead gen forms offered by both LinkedIn and Facebook, which you can integrate using a platform like Zapier. Retargeting tools let you target those who have demonstrated interest in your content before, while pre-filled lead gen forms reduce the friction of signing up to the webinar, through whatever device.

You can also syndicate your webinar through demand generation platforms and third-party sites. Services like NetLine can automatically connect with your webinar and marketing automation platforms, making sure you get accurate data and a great experience for registrants.

Reap the results

If you have your webinar as “always-on”, your efforts will now start yielding registrants. Check how your promotional efforts are going and make any tweaks to keep the stream running.

For new recordings, simulive or Sim-2-Live, the date and time of the session will be the proof of your efforts. Assess how it’s worked and use that insight for your next revived webinar.

There’s no reason you can’t repeat this cycle again for any of your webinars to save you time and drive results.

For more tips, make sure to register for ON24’s session on How to Bring Your Webinars Back From The Dead.

What Are the Challenges of International Marketing?

Our upcoming Insight50 session will be exploring how marketers can simplify their international marketing. Sign up for the session to get your questions answered, with expert speakers including Michael Meinhardt, CEO and Founder at Cloudwords, Peter Bell, Marketing Director at Marketo, and Paula Morris, Senior Director and Founder at Pi Marketing.

Digital technology opens up a literal world of opportunity when it comes to B2B marketing. Teams no longer need to stick to targeting companies that are based close enough for a face-to-face meeting, as both identifying and connecting with prospects can be done from anywhere with an internet connection.

But scaling efforts to reach a global market isn’t as straightforward as it might sound, as there are a whole host of potential challenges that can get in the way.

Ahead of the webinar, we’ve put together a few thoughts to consider before you run your campaigns internationally.

Engagement differs across markets

An obvious challenge when marketing internationally is language. Your target audience may not speak the same language as you so translations need to be consistent and accurate and your content needs to resonate.

But it’s more than language. There will be local challenges for each target audience that are different and could present a challenge. You will want to be conscientious about cultural factors may exist and, depending on the area you are dealing with, the regulatory and competitive landscape may vary. Another thing to keep in mind is campaign performance can also vary significantly.

Aligning efforts need effective coordination

Even in a single market, it can be easy to step on a colleague’s toes when it comes to running campaigns. It can be even more complicated when you’re dealing with global and regional teams that may not interact regularly and may have some crossover of accounts.

Communication is really the key here. To avoid crossing streams and getting in each others’ way, it’s important for the different teams to establish clear ownership of accounts and establish targeting rules. Through effective and ongoing communication, regional and global marketing teams can actually help instead of hinder each other.

Small teams can struggle to be heard and win resources

Depending on your organization’s structure, local teams may find it hard to get the resources and buy-in they need if they require approval from head office. Other factors such as language and vastly different time zones can exacerbate the problem making smaller teams feel stranded out there on their own.

Technology can help

The good news is that technology can assist with all these challenges and others.

Language barriers can be overcome with translation technology, which has improved considerably in recent years. A centralised and well-maintained marketing technology stack (including CRM and marketing automation) can avoid different teams getting in each others’ way or approaching the same targets. In addition, collaboration software such as Slack can narrow the gap between teams within the organisation as well as bring smaller groups into the loop with the head office.

Furthermore, technology can also help simplify your efforts, which can help you reach more markets even when resources are limited.

So while there may be challenges to marketing internationally, these will always be outweighed by the opportunities.

To find out more and ask your questions, make sure to sign up to our Insight50 webinar on Simplifying International Marketing.