What Is B2B Optimization and Why Is It Important?

Earlier in the year, we covered the topic of scrappy marketing on the ON24 blog. The scrappy marketing series (and the accompanying B2B Marketer’s Guide to Scrappy Marketing) was about getting marketing done fast with limited resources, and finding out what works well — and what doesn’t.

However, there comes a point where once campaigns are up and running, reinventing the wheel doesn’t seem like the best thing to do. So what should marketers do in this scenario?

Optimization may provide an answer.

What do we mean by optimization in B2B marketing?

Unfortunately, the definitions for optimization that apply to B2B marketers might are somewhat lacking.

Merriam Webster defines optimization as “an act, process, or methodology of making something (such as a design, system, or decision) as fully perfect, functional, or effective as possible.” But while “functional or as effective as possible” might be applicable, there’s no way to define perfect — and as we covered in the first scrappy marketing post, pursuing perfection can often hold marketers back from doing anything at all.

The idea of conversion rate optimization has been commonplace since at least the early 2000s, with Moz defining it as “the systematic process of increasing the percentage of website visitors who take a desired action.”

But while that might be fine for businesses that transact exclusively online with just one buyer, the reality of B2B marketing means such a limited approach is simply too narrow.

Optimization in B2B marketing should cover all of the customer experience

For many B2C marketers, the customer is a single person, who more often than not is acting alone.

Things are more difficult for B2B marketers. As customers are businesses or organizations with multiple employees, there are often multiple people that must be marketed to — a critical factor contributing to the rise of modern account-based marketing.

The book The Challenger Sale covered how the number of people that get involved in a buying process has grown, with the latest analysis estimating that the average number of stakeholders may be greater than 10 individuals. Naturally, decision making is taking longer.

As such, the typical way in which B2B marketers measure performance — the number of marketing-qualified leads (MQLs) they generate — isn’t enough to truly impact the bottom line. A whitepaper download or simple handover to sales cannot be the endpoint of conversion.

Putting the customer first and optimizing the outcome of such a process needs a wider view and should not be simply structured around siloes of customer success, sales and marketing. It should start with understanding the experience of all stakeholders within a target account, ideally working back through their journey to find out where improvements can be made.

This is the reason why ON24’s W.E.B.I.N.E.R.D. curriculum goes beyond the basics of just driving registrations — touching on engagement, brand, insights, networking, experience, results and data. All of these areas can be optimized.

Why is optimization important – and critical to long term success?

At a simple level, optimization can help provide any marketer with some easy wins. By identifying key points in the buyer journey and making the process simpler, easier and of a higher-quality, marketing can increase its contribution to the bottom line.

But there’s also a bigger picture at play. The reality is that the length of time for which companies can enjoy success is shrinking. Analysis by Innosight has found that the average tenure for companies on the S&P 500 has shrunk from 33 years to 24 in 2016. By 2027, that length of time is forecast to be just 12 years. In the next decade, about half of these large companies are expected to be replaced by newer firms on the index. Companies need to change to stay competitive.

It’s also not just companies that need to change. Individual marketers need to optimize their own skills in order to maintain their employability in an increasingly tough environment. By bringing optimization into their own work, they will be able to demonstrate continued results even as competitors up the challenge.

In the short term, optimization is also important as key factors can change rapidly. Targets go up at the same time as the costs in acquiring new customers rise. Meanwhile, potential buyers disengage after being deluged with poor-quality marketing and sales outreach efforts.

The marginal gains of optimization add up

However, there is good news even among the challenges that B2B marketers are facing. Continually adding small gains adds up over time to an improved experience throughout the buyer journey – whether at the qualification stage, during an interaction with the sales team or even as they consider renewing or upgrading.

So stay tuned to the ON24 blog to find out how you can optimize your marketing, drive more revenues and stay above the pack.

Can’t wait to read the next post? Then sign up to get your W.E.B.I.N.E.R.D. Education and start to create the ultimate digital experience for your audience.

How Digital Marketing for Financial Services Can Get An Upgrade

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

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

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

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

Exceeding Customer Expectations With Better Digital Experiences

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

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

Providing a Human Touch

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

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

Keeping Consumers Financially Literate

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

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

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

Insight50: Takeaways From Our Scrappy Marketing Session

June’s Insight50 session was on driving results with scrappy marketing – where we provided fellow Webinerds with 50 minutes of expert insight and answered the questions about your scrappy marketing.

Below is just a brief wrap up of insights from Marc Hansen at Workfront, Nick Melton at Verint, Simon Hurrell at The Croc – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

Nearly all (91%) of this session’s attendees said they are feeling at least some pressure to deliver more results with fewer resources. That’s one area in which scrappy marketing can help — getting a campaign out quickly, with fewer resources, so you can see the results quickly and make necessary changes right away.

So, what insights did the panel members have to help marketers run their own scrappy campaigns? Here are just a few points they shared.

Why Should Marketers Get Scrappy?

Getting your marketing out there quickly and, perhaps, less perfectly has its advantages. Audience members said they are seeing reduced costs, more content and campaigns being launched and faster learning from their scrappy marketing campaigns.

For Marc’s organization, the emphasis is on getting more done, with fewer resources in order to get results faster.

“With my team, we try to enable a culture where it’s fail fast, right. We want to get more done. We’re being asked to deliver more with fewer resources. So, how do we move the needle for the business in the most effective way? It comes back to scrappy marketing, right? What are the things we can do to repurpose content, get more out of the assets we create and generate more responses and qualified pipeline for our businesses?”

While scrappy marketing is a go-to strategy for start-ups, larger organizations can benefit from the practice, as well – a point covered in our blog series where we discussed how to get your team to buy-in to scrappy marketing. Simon spoke about how large businesses can use scrappy marketing to test out changes they wish to undertake:

“For large organizations, it comes down to really wanting to change the culture within that organization. A lot of our clients are really ambitious with wanting to change, not only how its teams execute, but how the organization sees the value of markets or the bottom line. And scrappy gives us the ability to quickly test ideas and bring them to market without necessarily having a fully-fledged strategy that’s taken three or four months to build out with the right data and insights.”

You Need Data to Be Scrappy

The majority of webinar attendees say they assess the results of their campaigns as they come in or on a fixed schedule. Regardless of when marketers are looking at their data, the important thing is they are accessing it and looking for insights. According to Simon, you need data to do scrappy marketing properly.

“If we haven’t got data, we can’t work quickly. To do that, you need to have an agreement about what you want to measure at the beginning of your adoption for this methodology and making sure you’re then just refining and adding to that as it goes through.”

Indeed, there are many data points you can use to measure your webinar’s success. Nick’s has found that his organization has benefited from webinars in their scrappy campaigns because of the data they bring in, not to mention the continued benefits of the on-demand feature webinars provide.

“I can’t speak highly enough about what on-demand gives us. Coming back to that concept of repackaging and not being afraid to go back and use a webinar that’s six months old because the content is still going to be relevant.”

Three Quick Takeaways

After covering a lot of ground about being scrappy with your marketing, the panel ended with a few words of wisdom.

Marc focused on content and finding ways to make the most of what you have.

“I think it comes back to repurposing content and or different campaigns. I would think through what are the little things I can do to get more mileage out of this piece of content or this campaign, whether it’s a webinar or a white paper or an event. There are lots of ways to leverage content to generate more leads.”

Additionally, Simon reminded us that, to do scrappy marketing properly, it’s important to focus on a specific audience instead of trying to engage an array of stakeholders.

“Focus on one particular audience, really understand how you can engage them, what type of value add you want to bring to that particular engagement and how you want to move them forward. Don’t think about trying to cover every single scenario, in every single channel, focus on the channel where your audiences are and then make sure you will find something of value to give to them.”

Speaking more specifically about the international market he works in, Nick referred to something important that we learned just a couple of months ago from our Insight50 Simplifying International Marketing webinar and holds true when it comes to getting content out there quickly:

“In an ideal world, you would translate everything into French, Spanish, German, but the reality is, that’s not going to happen. So, don’t be afraid to have the end and assets in English, but make sure the email or the landing page is done in the local language.”

Hear more on our Insight 50 session

The quotes above are just a small sample of what was discussed and answered on June’s Insight 50 session. Make sure to register to watch on-demand and find out how your organization can take advantage of scrappy marketing.

Webinar Best Practices Series: On-Demand Webinars

So, your webinar is over and it’s time to move on to the next project, right? Wrong. There’s still a lot more you can do with your event with on-demand webinars, content repurposing and more. Here are a few tips for what to do after your webinar.

ON DEMAND PUTS YOUR AUDIENCE IN CONTROL

With the right on-demand strategy, your best webinars can live forever. Convert your webinar to on-demand assets right away to allow your customers and prospects to engage at their convenience post-event. Make sure you provide the same interactive functionality as a live event. Follow up with prospects to let them know your webinar is now available on-demand, then promote your event to drive registration.

Keys to Building a Webinar On-Demand Strategy

Want to increase your attendance by 30% without having to do any more work? Sounds too good to be true, but that’s the beauty of on-demand webinars. Once your webinar is over, the content and engagement continue. Get our guide to make your webinars live on.

MAKE THE MOST OF POST-EVENT FOLLOW-UP

Show your audience some post-event love. Keep them engaged with an effective follow-up strategy. At the very least, you should thank attendees for coming, and let them know the event is available on demand. Remind them that you are available to answer any questions, promote upcoming events and recommend related content.

Bring Your Webinars Back from the Dead

For a marketer, there’s nothing more depressing than letting resources go to waste. So, keep your webinars flourishing, turning the content into other assets or simply repurposing the live version as an on-demand webinar. Our Chief Webinerd Mark Bornstein explains how to revive your webinars and reincarnate the content.

DO MORE WITH YOUR DATA

Congratulations, your webinar was great! Now, use what you learned to zero in on your most engaged prospects, and share a detailed profile of their behavior with your sales team. Qualify leads by using engagement to uncover a prospect’s intent and readiness to buy before passing them onto sales.

Better Engagement, Better Leads

You know that moment when you get an email that starts with, “Hi [insert name], your [insert company]” and all you want to do is delete? We share your pain. It’s time to stop treating leads as data points and start engaging them as people.

Webinar Best Practices Series: During Your Webinar

There’s a lot of activity that goes into crafting a webinar. But what are you supposed to do when you host that webinar? Well, we have a few tips for you. Learn what to do during your webinar and take your first step to becoming a #webinerd.

PRESENT LIKE A PRO

You’ve got your killer content, your presentation is knock-it-out-of-the-park gorgeous and registrations are rolling in. Now you need to make sure you’ve got a well-rehearsed, energetic and engaging presenter that can bring it all to life. Your presenter can be someone internal or a third-party speaker, but they must be an expert on your chosen topic and a well-rehearsed public speaker. If you’re using a first-timer, informal formats like roundtables or coffee chats can help take the pressure off. Once you have everything and everyone in place, practice. Then, practice some more. When it’s showtime, speak slowly and clearly, make eye contact with the camera (not your computer screen) and smile.

How to Become a Superstar Webinar Presenter

A webinar is your time to shine. Rise to the occasion by following the example of our own webinar superstar Mark Bornstein. He’ll share practical advice based on his many years in front of the lens.

INVOLVE YOUR AUDIENCE

Give your audience a voice during your webinar by inviting them to share ideas, provide feedback and brainstorm. Open the floor to Q&A, and break up your slides with surveys and polls. Encourage attendees to spread the word on social media, and provide hashtags to help them do it. Get everyone talking, and keep the conversation going even after your event ends.

The Art of Becoming a Great Webinar Presenter

Whether you’re a webinar superstar in the making (see above) or a behind-the-scenes Spielberg who wants to make the most of their on-screen talent, this guide can help you understand how to host a webinar that people love to watch and want to share.

Jack’s Hacks: Partner Marketing Webinars

One of the most common questions we get at ON24 is how webinar producers can generate registration and attendance. Unfortunately, this is one of the most difficult things to do and there’s no guaranteed method to generate attendance. But there are some helpful tricks you can deploy. Partner marketing webinars are one trick you can deploy. Let’s get into it now.

A partner marketing webinar is a simple concept. All it requires is you and a partner organization teaming up to host a webinar on a shared topic of interest. We do these all the time and they’re a great way to introduce a new audience to your company and expand your email list.

Why You’d Want to Participate in a Partner Marketing Webinar

Okay, so there are a few reasons why you’d want to get into a partner webinar in the first place. First, a partner webinar helps establish your brand as a thought leader. Doing so associates your brand with forward-thinking perspectives — an increasingly vital association to have in today’s knowledge-based economy. This type of association also helps you to retain a loyal following, boost your brand and opens your organization up to future partnership opportunities down the road. Partnerships are extremely beneficial in the long run, especially if your organization is growing.

Another reason why partner marketing webinars are great is because you can access someone else’s database. Now, I’m not saying you’ll have access to the whole database (especially as strict privacy laws come into effect), but  — depending on how many people your organization registers — you should have shared access to interested leads. It’s a great opportunity to expand your contacts and, typically, is a win-win for everyone involved.

Finally, hosting multiple people, companies and perspectives makes for more interesting, and more engaging, events. Engaging events are critical for identifying qualified leads as these leads tend to interact more with conversations that resonate with their needs. An interesting webinar also reinforces our first reason why you’d want to do this: interesting webinars show that your organization is on the cutting edge of discussion in your sector and tightens your brand’s association with thought leadership.

There are a few things you should know if you decide to host a partner webinar. You’ll need to be organized with UTM codes, social media kits and a few policies that define who gets entry to a shared database and why. So let’s get into that now.

How to Organize a Partner Webinar

I mentioned earlier that one of the best reasons to participate/host in a partner marketing-based webinar is that you get access to a database filled with new potential leads and contacts.

While that’s true, you’ll first need to establish and agree on any requirements for your event, how you’ll track success and ensure everyone’s committed to the success of the program. This will require some communication with partners.

While we have tracking in mind, you’re going to need a way to trace who registered who. For this, we recommend a relatively straightforward setup.

First, create one landing page and one landing page only. This makes it easier to keep track of sign-ups through Marketo or your Marketing Automation Platform of choice.

Second, craft some UTMs unique to each partner. This way, attribution is simplified. And that’s it, really.

Finally, it’s time for execution. If you’re hosting the event, you’re going to want to make it as easy as possible for your partners to participate. Typically, this means you ought to provide images and assets that partners can use over social media. If you provide sample posts to share, even better.

For example, we’ve partnered with PathFactory and LookBookHQ over the years to discuss subjects relevant to marketers (i.e., a debate over page gates and A/B testing). To help us get the message out about the event, PathFactory provided us with images for LinkedIn, Facebook and Twitter along with GIFs, sample messages and tracking URLs complete with UTM codes.

The result of PathFactory’s effort wasn’t only a very well-attended webinar, but also fast and accurate attribution.

Partner marketing webinars are a great way to boost the number of contacts in your database. You get a lot of benefits from them — from thought leadership to new contacts. All you have to do is stay organized and communicate with partners. Good luck!

How SAS Got Scrappy With Its Webinar Marketing Plan

When it comes to crafting the right webinar marketing plan, there are a lot of ways to find success. The best way we’ve found, though, is by getting scrappy and experimenting with your program.

That’s exactly what SAS’ Erin Hathaway and her team of #webinerds did. They piloted, templatized and scaled their webinars. Now, the crew is getting scrappy and experimenting with their program.

We asked Erin a few questions about SAS is experimenting with its webinar marketing plan. Here’s what she had to say:

Okay, what kind of experiments have you been running?

First up, we’re experimenting with using ungated webinars to reach out to newer, top of funnel audiences. We’re trying an experiment to pair two webinars together – the first as a high-level overview of our offerings, the second as a gated, deeper dive immediately following the overview. We think the first will enable us to reach broader audiences and use it as an introduction to who our company is.

While we anticipate the leads we’ll gather from the second section will be lower than our traditional webinars, we think they’ll be way more invested in our company. As for folks who leave after the first ungated section, we were able to give them a high-level introduction to who we are without any form-fill anxiety. We came up with this idea from ON24 after I attended Webinar World. Stay tuned to see how it plays out.

Alright, we’ll keep an eye out. Can you tell us about a time you got “scrappy” to boost your webinar program?

I was part of our small implementation team in kicking off ON24 with our company. While we now have 40 producers worldwide, our US team of five people were the guinea pigs and kicked off our program. I love templates (and not having to reinvent the wheel every time) and communicating with internal stakeholders in our company can get time-consuming. So, we’ve set up a Microsoft Teams site with a webinar schedule, a wiki (which maps out our internal time tables for webinars) and a repository of host scripts, communication templates and ON24 templates that we can all share and easily disseminate to other producers in our organization.

Do you have any future scrappy webinar experiments that you’re thinking about?

We’re also experimenting with trying a more binge-able model of webinar series with pre-recording eight 15-minute webinar “episodes” to see how those play with our audiences. We’re also in the very early stages of looking into recurring webinars on a set schedule and trying to see how we can streamline the experience for the audience with having one registration for multiple webinars (with a recurring “Add to Calendar” option).

Coming Up on WBPS: Keys to Driving Webinar Registration and Attendance

There’s a lot that goes into a webinar. Video, for example, take a camera and a confident speaker. Then there’s the audio, the slides (if you use them) the topic, the resources for download and engagement tools. But the most important webinar element is also the hardest: driving webinar registration and attendance.

Next week, our own Chief Webinerd, Mark Bornstein, will explain how you can drive registration and attendance to your next webinar with a few key tips. It’s called “Keys to Driving webinar Registration and Attendance” and it takes place on Wednesday, August 7, at 11 a.m. PDT (2 p.m. EDT).

So what will Mark discuss? Well, during this interactive webinar, he’ll cover:

  • How you can optimize email invitations
  • Strategies for A/B testing promotions
  • How you can craft the perfect subject lines and titles
  • The basics of building a long-term audience

Can’t wait for next week? Well, you’re in luck. We have a few tips and tricks you can deploy right now to boost your registration and attendance. Let’s take a look:

Four Tips To Driving Webinar Registration and Attendance

  1. Know When to Send Your Emails

A lot of marketing today depends on emails. So, it’s worthwhile to perfect your emails when promoting your event. And, usually, timing is the most critical factor.

Take the time to understand the best time of day and which day out of the week are best for your target audience (we cover a few of these elements in our ON24 Webinar Benchmarks Report for 2019).

You’ll also want to extend your promotional period for your emails. A significant portion of registrants sign up for a webinar more than seven days before an event. So, plan on promoting your webinars at least two weeks before they take place.

  1. Revisit Your Landing Page

Landing pages are a critical, but often forgotten, part of the webinar experience. But how does one make a webinar landing page stand out? Easy: keep it simple.

When it comes to landing pages, you’ll want to highlight three things: what your webinar is about, when it’ll be held and where it’ll take place (online, obviously). A brief synopsis helps but so does good visual content. A short video, like the one here, can make your event more compelling and your audience more willing to fill out a form.

Speaking of forms. If you’re marketing your webinar to a returning audience, consider the one-button registration. You can learn more about that here.

  1. Engage with Partners, Sales and Social

Here’s one really well-kept secret to driving registration: get someone else to help you. Your sales team, for example, is an excellent resource you can turn to for support. Partners or like-minded organizations are another great opportunity to take advantage of as well.

Another angle to consider is partnering up with a like-minded organization. Promoting with partners provides a variety of benefits, such as sharing databases (or a portion), expanding the addressable market for a webinar and — provided they’re on the webinar with you — an engaging event that provides a variety of perspectives.

If you go the partner route, you’ll want to make it as easy as possible for them to say “yes.” Provide then with a “social package” to use. These can include social images, messaging and hashtags to use. Whatever you do, don’t forget to include a special UTM URL for your partner to use.

  1. Send Reminders!

Right. So you’ve sent your emails, refined your landing page and, if appropriate, involved partners and sales. All that’s left is to run the webinar.

Except it isn’t. You need to send a reminder email to your registrants! Today, it’s very easy for professionals to forget about a digital event – especially webinars. Sending a reminder email the day of your event keeps your webinar top-of-mind for registrants and boosts attendance.

You should also segment a portion of your database to connect with curious, would-be attendees who haven’t registered yet. A friendly reminder the morning of an event can get someone to sign up in no time flat.

Webinar Best Practices Series: Before Your Webinar

Okay, so you have your fancy new webinar platform (hi, hopefully) and are ready and raring to put on your first event. Sloooow down.  First,  you need to get a few things in order. What, exactly? Here’s our (condensed) webinar best practices guide of what to do before your webinar.

INTEGRATE WITH YOUR MARKETING TOOLS

Your webinar is going to generate a wealth of data. Make sure you’re set up to quickly and easily spread those data-rich insights across your company by integrating your webinars with your marketing automation, CRM platform, social media channels and more. Direct access to your data will help you understand what your audience wants, so you can optimize future webinars.

How ON24 Drives Demand with Webinars

There’s a lot that happens behind the scenes to make sure webinar data gets integrated across marketing operations… it gets messy fast. Our VP of DemandGen, Neal Amsden, gives an inside look at the nuts and bolts of our own webinar marketing operations, so you can get your own engine running fast.

DESIGN A PRESENTATION THAT RESONATES

We all know first impressions count—so don’t put your audience off with cluttered presentation slides filled to the brim with dull stock imagery and cheesy clip art. Keep your slides clean, with no more than three bullet points per slide. If you are going to use imagery, choose eye-catching photography that adds value to your talking points, and beware of low-res images that look grainy or pixelated.

How to Build the Perfect Webinar Presentation

What’s the first rule of a great webinar presentation? It’s not about YOU; it’s about your audience. Get the scoop on how to design your content around the people you’re trying to engage, and add interactivity throughout the entire experience.

EQUIP YOUR TEAM FOR SUCCESS

Nothing ruins a great webinar faster than lousy video or audio. Equip your team with the technology they need to create a captivating webinar. For audio-only webinars, invest in a good-quality headset and do your best to dial in from a landline or use the microphone on your computer. Even better, use your webcam to present by video during your webinars. A video presentation puts an energetic subject matter expert in front of your audience, humanizing your brand and making an emotional connection with your audience. Make sure you’re using a good quality camera with a built-in mic, and test it before you deliver a live event.

5 Ways to Integrate Video into Your Webinars

Death by PowerPoint or a live-streamed talk show? We agree, the latter! That means you’ll need to run a video webinar, which takes a little skill to master. Luckily, we have the Chief Webinerd himself sharing tips and tricks for adding video to your webinars.

TIMING IS EVERYTHING

People are busy and getting busier every day. Asking someone to give up an hour of their time in the middle of a hectic workday can be a big ask. That’s why scheduling your webinar at a convenient time can make a big difference. Avoid times when your audience is likely to be away from their desks, such as commute times and the lunch hour. Don’t ask your audience to start their days early or stay late. Avoid weekends at all costs.

ON24 2019 Webinar Benchmarks Report

Take advantage of the lessons learned by the thousands of webinars running through the ON24 network every day and get a sense of optimal timing for your webinars.