Feature Friday: ON24 Multi-Registration for Webinars

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

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

Where Multi-Registration for webinars Fits Into Your Program

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

Better yet, it’s easy to use.

How To Use Multi-Registration

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

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

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

Are Your Campaigns Stuck in a Marketing Rut?

During this month’s Insight50 webinar, we’ll discuss the phenomenon every marketer wishes to avoid but many still fall victim to – falling into a marketing rut. Our panel of marketing professionals will be answering all your questions and give you tips on how to avoid getting into a rut and what to do if it happens. Sign up to the session to get all your questions answered.

Has this marketing scenario ever happened to you? The B2B marketing campaign you’ve been running, quite successfully, has started to fizzle. Leads that were once pouring in, have slowed to a trickle and the engagement you once had with your audience has dropped off. Your marketing has fallen into a rut.

Avoiding falling into a marketing rut is something all of us marketers find challenging. There is a constant drive to keep campaigns fresh, to stay at least one step (preferably more) ahead of our target audiences while, at the same time, struggling to be heard over the constant noise created by competitors across several channels. Ahead of this week’s webinar here are just a few points to get you interested.

What are the signs you’re in a rut?

Chances are you won’t immediately recognize that your campaign has started to go stale. The changes might be subtle at first. Here are a few symptoms you and your team may notice:

  • Decreased engagement with your content or your emails
  • MQLs start to falter
  • Cost-per-lead or cost-per-acquisition goes up
  • Marketing-generated opportunities diminish
  • Conversions take longer and are more of a struggle

If your campaigns are starting to suffer from one or more of these afflictions, it’s quite possible your marketing is in a rut.

What can be done?

All is not lost if you fall into a rut. You may just need to shake things up a bit, marketing-wise. It could mean taking a fresh look at the accounts you are pursuing and deciding to approach new ones. Maybe it means, considering switching up who you are partnering with for your campaigns. Or finding new demand gen partners for content syndication. You may even explore trying new creative or even different channels.

Webinars can help pull you out of the rut

One of those new channels that can help to brighten up your B2B marketing is webinars. They are an easy way to freshen up your marketing and get in touch with a new audience or re-engage with an audience that may have strayed.

By their nature, webinars allow you to engage with your audience from the get-go and if the topic is something that is relevant to them and addresses pain points they are experiencing, they will engage. Not to mention they are always-on so new prospects can be directed to this content even after the webinar has aired.

To find out more and ask your questions, make sure to sign up to our Insight50 webinar on innovating free from the marketing rut.

Webinar Best Practices Basics: Driving Registration

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

PLAN AHEAD

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

Driving Webinar Registration Best Practices Guide

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

EMAIL IS ESSENTIAL

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

Using Paid Promotions to Drive Webinar Registration

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

SIMPLIFY REGISTRATION FORMS

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

Keys to Driving Webinar Registration and Attendance

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

Webinar Best Practices Basics: Planning and Strategy

From lead generation to product demos, webinars serve a lot of functions. But before you get started, you gotta learn the fundamentals. In this blog post, we’re going to cover the webinar best practices basics for planning and strategy. Let’s get started.

Before you start creating, decide what you want your webinar to be. Ask yourself where your audience is in the buying cycle. If they’re top of funnel, your webinar should focus on thought leadership and lead generation. For a mid-funnel audience, think positioning and influencing. The bottom of the funnel is all about demonstrating and closing. Just know what you want your webinar to achieve before you hit the broadcast button.

Know Your Audience

Now that you’ve set your goals, it’s time to move onto the next webinar basics stage for planning and strategy. Here, you need to focus your efforts on audience personas, so you can really tailor your content to resonate with the right people. Think about who you’re trying to reach with your webinar. Is your target audience a prospect, a customer or a partner? Are they executives or practitioners? Do you want to target specific industries? Write it all down, along with any other key demographics. Once you know who you’re creating your webinar for, you’ll have a better picture of what your content should be.

Create Killer Content

Now the fun part begins because it’s time to brainstorm webinar topics and content ideas. Start by focusing on your audience’s pain points and business challenges. Then, review the performance of your existing content to see what’s already performing well. Look at industry trends, hot topics, the latest innovations and new regulations. Get insights directly from your audience’s by conducting pre-and post-webinar surveys, live chats, webinar Q&A and social listening.

Build a Dream Team

Brainstorming works better with multiple brains. The size of your team will vary depending on the scale of your webinar, but at the very least, you’ll want to assign three key roles: a producer to make sure the technical components run smoothly, a promoter to spread the word through all relevant channels and a presenter to build the presentation deck and deliver the webinar.

Run Your Webinar

Alright, it’s time to run your webinar! Gather your content and your team and craft a few slides to speak to. Be sure to run through your presentation once or twice to familiarize yourself with the flow of the webinar and make any necessary adjustments. Relax and remember to have fun.

Not sure if you can memorize this short guide? No worries. Download our 5-step Checklist for Webinar Planning infographic and print off a copy to reference.

How Newsroom Models Boost B2B Content Consumption

Marketers have seen drastic changes to their field over the past several years. Social media and new digital distribution methods have increased both the volume and cadence of content available to prospects and clients alike. As a consequence, B2B content consumption habits have changed. According to Demand Gen Report research, 45% of B2B buyers spend more time researching purchases and use more sources to research and evaluate investments.

The same research suggests that this increase in time is also chaining how buyers expect to consume content. Buyers, for example, expect more personalized experiences. They also expect the vendor has experience or knowledge of their particular industry. In short: if B2B buyers are going to wade through more content when considering services, that content better damn well be relevant.

These digital-age demands put marketers in an odd position. They need to provide highly-relevant content that’s accurate, scales and addresses audience needs. Marketing teams, out of necessity, will likely need to operate more like newsrooms if they want to engage with clients. This doesn’t mean you need to invest in a press quite yet, but it does mean marketing teams need to rethink how they generate and organize content.

Fortunately, there are a lot of great examples of B2B organizations that provide news and content in a way that speaks to audiences. Let’s take a look at a few now.

HubSpot as a (News) Service

HubSpot provides a variety of services for marketing, sales and service teams. After all, the company made a name for itself as a leader in inbound marketing, where marketers pull audiences to their site through compelling content.

Since HubSpot orients itself around helping marketers generate and measure content, it has built a great model for addressing audience pain points. First, it runs and maintains HubSpot Academy, which trains marketers on the basics of inbound marketing. Second, it has a large library of research and guides marketers can use whenever they find themselves in need of help. Third, they have a dynamic blog addressing its core audiences (marketing, sales and services) in addition to its “News & Trends” category, which covers developments in the marketing world.

HubSpot’s blog content succeeds for two big reasons.

First, the company helpfully divides its content into four main categories — marketing, sales, service and “News & Trends.” These categories, matching to its main areas of expertise, help content writers focus pieces for specific audiences and, more importantly, guides readers to the correct category.

Second, HubSpot’s content succeeds because it acts as a newsroom. Its News & Trends section? It’s not just for show. It’s hyper-focused on marketing’s going-ons and tries to stay as objective as it can. It even has a disclaimer stating what readers can expect from the blog. By adopting the ethos of a newsroom, a company-driven blog can gain credibility with readers and cement itself as a leader.

Trend Setting with Heinz Marketing

Not everyone has the resources of HubSpot. But you don’t need to be a company the size of HubSpot to run a successful content program. Heinz Marketing, for example, runs its “Daily B2B Sales & Marketing Insights” blog (full disclosure: we’ve partnered with Heinz Marketing in the past). The theme? Well, insights for sales and marketing. Daily.

But it’s how Heinz Marketing manages its blog that makes it a big content provider. It runs a few blog series, such as “How I Work” and “B2B Reads.” It also produces a podcast, “Sales Pipeline Radio,” to pull in repeat visitors. Here, a constant, steady drip of content that has an assigned day helps bring in and retain visitors.

Another advantage the Heinz Marketing blog has is that it’s news with a view. Podcasts guests provide opinions. Bloggers curate marketing news and offer tips — such as apps suggestions and marketing best practices — they’ve found helpful. As a news center, it can summarize, inform and provide intimate perspectives that’d be hard for its audience to come by elsewhere – and there’s a lot of value in that.

The Data Nerd & Curator

Priceonomics is a few things. It’s a blog, but it’s also a content marketing tutor. It provides a variety of services, but it mostly helps organizations articulate great, gripping stories in the vein of FiveThirtyEight.

In addition to just being a pretty cool outlet, Priceonomics positions itself in two powerful ways. First, the company’s blog is, essentially, a demo. Stories are generated based on the company’s methodology and by its own customers. Second, the stories on its blog provide highly relevant, informative articles about topics that regularly filter through the news.

Ever wonder about the cost of IT outages? Splunk, a Priceonomics customer, provides the answer. Which state has the worst eating habits? ConsumerProtect, another customer, has the answer. Enabling and sharing those great customer stories is a fantastic way to inform, entertain and introduce your products and services.

The Fundamentals of Building Your Own News Machine

Right. So you have a few great examples of what’s possible when you put your mind to content. But how do you go from a typical business blog to news center? Well, there’re a few steps, and it’s going to take a lot of experimentation. Here’s how you can get started.

Draw up a mission statement

Yes, it sounds a bit cliché, but having a mission statement for your organization’s content production focuses your work on your audience’s needs, develops standards for your content and helps to guide decisions. A mission statement also fundamentally helps you to build trust with your audience.

Trust is a critical element for any content provider. If your audience doesn’t believe you, or is skeptical of you, then you have bigger issues at hand. It helps to set expectations, which is why HubSpot’s disclaimer for its News & Trends blog is such a good idea.

Explore a few content models

If you’re just starting out, or if you’re a small business, you’ll likely have limited time and resources to dedicate to a news center. And that’s fine. What you can do is focus on one aspect you want to build out and serialize it. For example, Heinz Marketing regularly produces podcasts — podcasts can be produced in advance and trickled out over time. Or, even, you can pick a day of the week when you’ll publish company news, updates or other items of signifgance.

Other models may be born out of the nature of your industry. For example, Valeo, an auto supplier, regularly produces webinar guides that educate its audience (mechanics) on the intricacies of new car parts. Other organizations, like Infopro Digital, need to keep audiences informed of new laws affecting their industry. They did so by bringing experts together to discuss breaking news, like GDPR.  Just remember: you don’t have to break the news, but you do have to speak to industry changes.

Experiment

Once you have a regular cadence of content, start experimenting. Go ahead and play with new techniques, mediums and posts to find those sweet spots your audience craves. Is your content primarily the written word? Try a podcast. Have a few insightful coworkers? Set up a panel webinar series.

Whatever you do, keep your audience in mind and make sure your content provides them with something valuable — whether that’s just simple information or a guide on how to improve your business’s practices. And also, realize on-demand content provides great long-term returns, especially if that content covers a niche pain point (e.g., HubSpot Academy).

Coming Soon to The Webinerd Channel: Eli Lilly and Superior Speaker Management

When you’re a global market leader, there are a lot of people you need to connect with. For one, you need to connect with your workforce. You also need to connect with to customers, prospects, shareholders, technicians, supply chain managers and everything between. But most of all, you need trusted speakers who can confidently communicate all this time and time again.

And speaker management is one of the hardest parts of running a large webinar program.

On July 10 at 11 a.m. PT (2 p.m. ET), Jim Spilman, Associate Information Consultant at Eli Lilly & Company, will join us on The #Webinerd Channel to explain how he brings speaker management Eli Lilly’s webinars. During this event, Jim will explain the basics of presentation practice, the need for slide control, how he facilitates tech support and how he manages every type of presenter — from divas to scaredy cats and more.

If you’re getting your webinar program up and running, or if you’re trying to take your webinar program to the next level with live hosts, next Wednesday’s webinar event is the one for you. But you don’t have to wait until July 10 to learn some great speaker management tips. Check out these blogs below to get a head start on better webinar presentations:

Insight50: Three Key Points Ahead Of Our Scrappy Marketing Webinar

To discuss ON24’s latest theme of scrappy marketing, our upcoming Insight50 session will be exploring just that – and answering all your questions on how to put scrappy marketing into place. Sign up to the session to get your questions answered.

We’ve been discussing scrappy marketing on the ON24 blog so, in case you somehow missed it, here’s just a taste with the first post of the series.

What is scrappy marketing? Simply put it is a mindset that looks to drive results quickly by being creative and standing out from all the rest of the noise. It means setting aside the habit of thinking your marketing needs to be polished and perfect and, instead, getting into the habit of just getting it done and out there.

Changing habits can be difficult but once you’re consistently applying them to your marketing, you’ll start to reap the benefits. So how should go about putting scrappy marketing into place? Ahead of our next Insight50 webinar, here are a few points to encourage you to learn more.

Scrappy marketing drives results – fast

By letting go of the thought that every bit of marketing you do has to be done to perfection, you are able to get more out there, quickly. This means you are connecting with your audience more frequently. So, while the bigger players are spending more time and money polishing up their marketing, yours is already in front of your audience.

Scrappy marketing also gives you the advantage of learning by doing. By quickly getting campaigns out, you are able to gather the performance data and learn what works and what needs to be improved upon.

Don’t forget, being a little rough around the edges can actually work as an advantage. People love the underdog and so do businesses. It’s that lack of perfection that will make your marketing more relatable and establish a connection with your buyers.

But scrappy marketing needs team buy-in

There may be members of your team that will resist this different approach but having everyone on board is essential to its success. To get your team’s buy-in, you can create urgency by showing them the threats and opportunities and then build an alliance, not just with your marketing team but with an array of individuals at different levels of your organisation and who have different capabilities. Don’t be afraid to use data to gain support. Sometimes numbers speak louder than words.

Once you’ve got your team’s buy-in, encourage innovation and don’t let them be afraid to fail. Test quickly and learn from your mistakes just as quickly. This can help you from having big failures later on.

Scrappy marketing helps you close the loop

Part of the problem new companies have with new initiatives is that they tend to spend too much time arguing and stressing over what might be considered the minutiae of a campaign which only services to delay it going to market and receiving feedback from customers.

Scrappy marketing makes it possible to get things done quickly so it’s out there in front of your customers in no time. In turn, you receive feedback quickly so that you can start adjusting and improving where you need to for your next launch. Each time you run through a cycle, you are able to improve what you are doing but at a much quicker pace than if your team was trying to perfecting and polishing everything at once.

To find out more and ask your questions, make sure to sign up to our Insight50 webinar on scrappy marketing.

Using Engagement Data to Delight Your Audience

When it comes to delighting your audience with surprises and turning attendees into brand advocates, engagement data goes a long way. Engagement data identifies your company’s biggest fans, gives them the recognition they deserve and shows your organization is invested in its community.

How do we do this at ON24 with the #webinerd community? Simple. Any person who attends a webinar hosted on the ON24 Platform has a tabulated 1-10 Engagement Score based on how they interacted with a webinar experience. Before we reach out, we ask ourselves if the audience member…

  • Answered the poll questions?
  • Completed the post-webinar survey?
  • Asked any questions?
  • Downloaded any of resources?
  • Or if they did all of the above?

The Engagement Score takes all of these webinar interactions into account. Many ON24 customers take this supercharged data point and include it strategically into their lead scoring models and lead routing, but there are additional high-touch use cases to consider.

Gamify your webinar, award prizes to top engagement scores

Using engagement data and gamification is a great way to encourage audience participation! When you’re promoting your webinar, advertise that you’ll be raffling off something, like conference tickets, a book or gift card based on audience engagement. Once the webinar is over, use your top engaged audience members to choose your winners.

For example, here at ON24, we’ve taken this approach when promoting free tickets to our annual conference, Webinar World, along with roundtrip travel and lodging.

Surprise your most loyal followers

Our friends at the Content Marketing Institute decided to surprise and delight their most loyal webinar follower. They ran a report on previous webinar attendees and realized that there was one customer who had attended every single webinar over the past six months with high engagement. To reward this super fan, they decided to gift a nice pair of headphones that he could use to tune into the upcoming webinar with.

You can do this too. Here’s how to find and delight your biggest fans in these easy steps.

Step 1: Pull the Data

With the ON24 Platform, you should be able to generate a Power Leads Report that’ll provide you with a lot of insights into your attendees. The reports show how many webinars an attendee has attended, the number of minutes they’ve had of viewing and their average engagement score. The higher the score, the more time they’re spending and interacting with your brand. This is a good indicator of a fan you might be able to connect with.

Step 2: Decide on an appropriate gift and who should say thank you.

Try to get creative or provide options. I’m a huge fan of Loop & Tie for gifting. Perhaps you have an internal SME that your audience looks up to. A few nice words from them goes a long way.

Step 3: Connect!

Send a gift and request a call to get to know them better. Along with your message, you can offer opportunities to highlight them on your blog. Sit down and ask your top advocates how they use your platform/technology and develop tips based off of those interviews. And, who knows, you can learn something new about your client in the process.

How To Combat Marketing’s Greatest Enemy: Time

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

In recent days I’ve started thinking about our second half of 2019 plan and came across an old file, a 2018 planning deck. I looked through a few slides, remembering how much time my team had put into getting campaigns aligned, our calendar precisely mapped out, and priorities outlined.

We barely followed any of it. As the boxer Mike Tyson once said, “Everyone has a plan until they get punched in the face.”

Though we’re not in a boxing ring, the sentiment applies to marketing: needs and priorities change in the blink of an eye, other trends emerge and pull you in different directions, new executives shakeup the vision for your business strategy. And none of that you can truly plan for.

Marketers like planning because it gives us a sense of control, organization and vision for how things will rollout. While we go to painstaking lengths to create these plans that detail our actions, though, the market is evolving. By the time you’ve conceived the perfect plan, it’s no longer what the market needs anymore.

Time is the magical, but a forgotten ingredient in many marketing initiatives. But our antiquated “planning” mindset hinders us in today’s always-on world. Instead, you need to foster a scrappy mindset amongst your team. At its heart, marketing at its heart is about putting out a message. Scrappy marketing is about doing that quickly and resourcefully. Don’t worry about getting things perfect,; worry about getting things done.

Here’s how you can maximize your team’s time, get scrappy and get ahead of your competitors.

Become a trusted, go-to resource

All of us have websites we visit every day and trust. These have usually been news organizations, but more than ever there are brand voices that provide valuable content and insights. From CMO.com by Adobe or Woolly Magazine by Casper, more consumers are looking to brands for their expertise and opinions.

Developing your brand into a trusted news source is therefore a double-edged sword: readers are more receptive to taking your content seriously and engaging with it. But there’s more competition and noise than before. It’s critical that you carve out a strong voice and identify the areas where you truly want to be a thought leader. It’s best to start with a narrow focus and gain credibility for your expertise than to go broad initially and not be taken seriously. You can always expand the number of topics you discuss.

Many of us trust or don’t trust certain news sources in our personal lives; and that mindset is starting to bleed into our professional lives, too, as more people view brands as news producers themselves. You want your audience to trust and rely on your company’s insights.

Distinguish from competitors by being always on

The news cycle is 24 hours a day, and can change in the time it takes to publish a single Tweet. If your marketing is not always on as well, you’re already behind. You need to have a relentless, steady stream of content that’s ready for your audience whenever they are.

How so? Have a proactive, not reactive marketing strategy. Develop avenues to get real-time feedback from customers and prospects to understand what they’re most curious or concerned about, and adapt your marketing accordingly. This feedback will help you discover where there’s white space in your industry, and what you should focus on when it comes to content creation.

Then develop the channels to get that content out – like a webinar series with weekly insights. Conductor’s 30 | 30 webinar, which recaps the last 30 days in search, social and content, is a good example. So is App Annie’s weekly Mobile Minute blogs, which provides insights into how mobile is impacting current events and consumer trends.

Whatever your channel, don’t let perfect get in the way of good. If there’s a news cycle that’s breaking and set to impact your market, do a quick video or webinar explaining what it means for your audience and what they should be watching for in the days to come. Send out an email with a couple paragraphs explaining the latest trend in simple, digestible bits of content. Re-use that email copy for blog and social posts. Share a quote from your CEO with relevant journalists who can copy and paste it into articles they are working on about this breaking story. Creating a strong voice is half the battle, but beating your competitors to the punch is also vital.

Structuring your team for success

You can’t plan for the unexpected, but you can create a flexible team. As a marketing leader, think about how your team is structured: are channels from demand gen to brand to public relations siloed? In reality, what aspects of marketing aren’t related to demand gen, brand, and your public relations? They’re all interwoven and when you’re siloed by channel, that’s the opposite of agile marketing.

Agile marketing is about an integrated scrum mindset, where all can collaborate and move things forward, together. Marketing shouldn’t be an assembly line, with team members waiting on others to finish their job to keep the ball rolling. That’s why siloed teams create execution gaps. So if you’re struggling to get your team all pulling in the same direction, you should revamp your team’s organization to be agile and react in real-time. Just remember that any moment spent waiting to publish is a moment where a prospect could be consuming your content. Through an always-on approach, scrappy, agile marketing allows you to build both visibility and engagement as your prospects enter the buying journey.

As you gear up for your second half plans for 2019, know that you’ll have to always create a general outline of priorities and initiatives. But ensure that everyone understands how much these priorities will (and should) change. If you are doing quality marketing and if you truly value your prospect’stime, then your marketing will actually be aligned with the times — and not with any rigid, outdated plan.