5 Scrappy Ways To Accelerate Your Marketing

Earlier on the ON24 blog, we introduced the theme of scrappy marketing and why it can help you achieve more. This next post provides ideas on how you can put that into practice.

As marketers, we’re pushed for time to achieve our goals – and we rarely have the budget or resource we would love to have. But with a scrappy mindset, we don’t let that limit our ambitions. Instead, we embrace the challenge and look for creative ways to drive gain results quickly.

So how can you make moves to accelerate your marketing, find out what works and what doesn’t, and ultimately smash your targets?

Below are five tactics to consider when you’re looking to drive results more quickly.

Run Micro-campaigns: A Low-Risk Way of Testing Ideas

If you’re only just starting to dip your toe into scrappy waters, and are feeling a little apprehensive, running micro-campaigns is a great place to start.

These are small, low-cost and highly-targeted efforts to test an idea or a target market. Because of the little investment micro-campaigns need to get off the ground – they can take just days or hours to pull together – you can afford to take some risks with them, experiment with different angles, and discover what kinds of ideas and themes resonate with your audience.

Some types of micro-campaign could include:

  • Running display ads with experimental creative, perhaps limited to a particular type of day. For example, if you’re selling technology for B2B lead generation, you could run a campaign with the slogan “Hungry for leads?” around lunchtime.
  • Promoting a webinar format aimed at just one account. If this works, you could repurpose it as part of your account-based marketing efforts.
  • Testing paid search terms for verticals that use cases you haven’t focused on in the past. Providing you get enough volume, you may discover a market that you haven’t previously targeted.

Micro-campaigns can also encourage your team to be more creative. By giving them permission to think beyond existing campaigns and messaging, but limiting the time and budget they can spend on such efforts, you empower them to find new ways of improving performance.

Curate and Syndicate Existing Content

There’s really no need to reinvent the wheel. By curating consistently useful, comprehensive and relevant content, sourced from different places online, you can establish yourself as a reliable source of information.

Even major enterprise businesses are built on the back of curating useful data. As an example, research firm eMarketer collects data points from studies by other companies and distills it down to the most important takeaways.

Syndicating content can also help in terms of both building your content on-site and reaching audiences elsewhere. Many excellent posts on the ON24 blog have originally been published elsewhere (and are marked as such). In addition, ON24’s webinars and resources are promoted on third-party sites.

To save time reaching out to individual publishers and media sites, syndication networks such as NetLine can help you get your content hosted elsewhere, driving leads automatically.

Apply the Create Once, Publish Everywhere (COPE) Principle

If you’ve invested a great deal of time (and sweat) into creating a resource from scratch, it only seems right that the resource works hard too. Think about different types of content you could launch off the back of the resource that you can post on different platforms and reach different audiences with.

In a blog post on Search Engine Land, Ted Ives shows how a single whitepaper can be repurposed into 19 different content assets – including blog posts, a webinar, a podcast, or even an email newsletter.

Transcription can also be particularly powerful, especially given the range of low-cost tools and solutions now on the market. If you assume a speaking rate of just one word a second, an hour-long webinar could produce 3,600 words of content that can all be repurposed elsewhere.

Automate routine processes

In scrappy marketing, speed is key, so it makes sense to automate as many of the simple, routine processes marketing as possible.

Tools like Zapier let you schedule the publication of content on blogging platforms or social by getting apps to talk to each other, while marketing automation platforms like Marketo can keep interested customers engaged by sending them more of your relevant content at a pace that suits them.

Some types of automation you could consider include:

  • Automated social posts when you publish a new blog post on your site.
  • Triggered emails based on a particular on-site action, such as visiting a particular page on your site.
  • Automatically adding content to a newsletter by using dynamic email templates.
  • Running automated product demos, where your sales team can answer questions from any attendees.

While you should take care to make sure any automation doesn’t appear spammy or low-quality, this can also act as a creative exercise for your team in terms of figuring out ways to drive results automatically.

Establish Checklists, Templates and Reusable Formats

In other words: don’t think more than you need to. Trying to remember the same steps of a process each time you do it, or creating similar pieces of content over and over… this takes a lot of cognitive energy that could be saved by falling back on established content formats, templates and checklists.

Marketing publisher Econsultancy built much of its audience using a list of 34 different blog post formats. As a result, even on a slow day, the editorial team can quickly go to this list as a source of inspiration, allowing them to turn content around quickly and with less effort.

Checklists can also help you get things done more quickly, reduce the chance of failure and aid team coherence, just what your organization needs to succeed in its scrappy endeavors. ON24 even uses its own Webinar Checklist to plan its sessions and make sure they are a success.

How to Understand Your Customer’s Digital Body Language

This post was originally published on which-50.com.

Digital trends are changing the way organisations market and sell. When potential customers are more likely to begin their research online, tools such as webinars offer an engaging and cost-effective way to educate people about a product or service.

They are also a great way to identify where customers are in their buying cycle and provide tailored support specific to each customer. The key, says Daniel Harrison, General Manager Customer Experience, Oracle Digital, is in bringing together marketing and sales to decipher the digital body language.

“Understanding what a prospect did at a webinar is very important to share actionable insights to your sales team,” Harrison says.

This is where what is often seen as the flaw of webinars transforms into a strength. It is not uncommon for some 40–60 per cent of registrants to not attend. Others may leave a few minutes in. The strength lies not only in the highly engaged audience who stay for the duration, but in how sales team engage with registrants after the event. Different ‘digital body language’ cues require different responses and levels of follow-up.

“A prospect who dropped off up early might respond well to an email proposing a different set of more appealing topics, while a highly engaged prospect who asked several questions shows high purchase intent — so a sales rep should follow-up quickly,” Harrison says.

In the non-digital world, the ‘one-size-fits-all’ process of gathering these insights is highly manual, open to misinterpretation and often not based on the needs of the customer. Oracle Digital has transformed this approach by developing an engagement methodology around the webinar and automating it to drive a personalised experience.

“By analysing digital body language from webinars, we aim to drive internal efficiency in making sure our sales reps are guided accordingly on the hot opportunities. By running webinars that nurture our audiences in a programmatic manner, we also looking to shorten sales cycles and improve win rates.”

For Harrison and his team, it is all about putting customers at the steering wheel.

“We see customers as the real innovators in the Experience Economy,” he says. “They force organisations to disrupt and rethink their product roadmap and go-to-market strategy.

With that in mind, Oracle Digital analyses clickstream data to shortlist webinar topics and uses the ON24 platform to ensure the audience is anything but a mere spectator.

“They can ask questions, and use live polls and surveys to provide real-time feedback. It’s particularly important for us to get the digital pulse of our customers so we can proactively connect with them at the right time in their buying cycle.”

The result is the alignment of sales and marketing that marries the quality outcomes of the former with the reach of the latter, creating a feedback loop that is better for everybody — especially the customer.

Daniel Harrison is presenting at Webinar World in Sydney on Thursday 2 May.

When Marketing Technology Isn’t About the Technology

This article originally appeared on Martech Today. Shared with author’s permission.

Last week I had the privilege to join fellow marketers, industry leaders, and innovators at MarTech West in San Jose. There I sat in on some fascinating sessions on everything from tracking marketing attribution to highlighting the new omnichannel marketing stack to learning how to buy the right marketing automation technology. I read about a new product released at the conference that aims to “reduce lengthy sales cycles by uncovering best-fit prospects and helping reps connect with them at the right time.”

On the ride home back to San Francisco that evening, I was thinking about all the conversations I had that day. It dawned on me: we marketers, including myself, are still chasing the wrong things. There is so much technology that’s working to automate — emails, live chat, content recommendations and more. And it’s only going to increase: DemandGen Report states that 63% of marketers plan to increase their marketing automation budget in the next year.

The Automation Problem

What’s the appeal of automation? Well, 74% of marketers say automation’s greatest benefit is that it saves time. Saving time is a fine goal, but we cannot value our own time more than we value our prospects time. Quality engagement is worth the time and resources we put into it. We must continually provide value to prospects through every stage of the funnel – rather than searching for a single touchpoint that we can attribute our MQLs. It dawned on me that there’s a martech stack fallacy.

Let’s first take a step back and see a larger and simpler problem that plagues us: marketers are becoming too binary. We look at everything in the black and white. Either a certain marketing touchpoint either led to an MQL, or it didn’t. Either a video was watched or it wasn’t. We’re implementing solutions that either helps us hit our lead goals or click-thru rates or they don’t.

A Better Martech Approach

But we should take a much more holistic approach. Great marketing shouldn’t be formulaic. If it was, we marketers would no longer be needed. Great marketing means you provide value at every touchpoint, not just one. And great marketing certainly does not have a specific solution or technology that can automate pipeline. That’s precisely the marketing stack fallacy: marketers cannot just add up numerous different technology solutions and expect that the sum will be an increase in leads and revenue. Too often, we do.

Tech is being invented at breakneck speed to manage, control and stop other tech. Spam filters. Automated email responses. Those who don’t have these solutions feel left out of the latest fad. It’s become a technology arms race, but it’s a waste of time and resources to implement technology just for the sake of it. Marketers implement them nonetheless because they feel pressured to acquire these solutions – it’s better to fail with them, and cover your ass than to fail without them.

“Marketers need to ask what the purpose of the technology is – and it needs to be to serve the human experience,” Riverbed CMO Subbu Iyer said last week at the MarTech West conference. “How can we do better-evaluating technology? Think about it from a human context.”

Put Your People In Charge of Martech

This isn’t just a technology problem, though. For the solutions we do use, we have to do a better job of training people and developing the processes to maximize the technology to its fullest extent. We’re all guilty of implementing technology and expecting it to solve all of our problems. In that same breath, some solutions aren’t maximized, as only specific team members leverage them when they could provide broader value to other departments. Walker Sands found that 56% of marketers feel their sales and marketing teams are siloed; teams can become territorial about solutions as a way to justify their jobs. That not only creates resentment, but it severely limits the results you see from the relevant solutions.

Technology has evolved, no doubt, rapidly. It can be hard to keep up. But we marketers have a habit of saying that everything in marketing has changed in the past several years, and that’s different. Yes, we have technology that is more sophisticated than ever, which can track unprecedented data about prospects, and has revamped how we operate daily. But that doesn’t tell the whole story.

“Don’t get me wrong, there is a lot of exciting and innovative technology out there, but at the end of the day, what matters here is still the ability to have a great strategy, to understand who your customers are, and to . . . create compelling connections with people,” says Scott Brinker, VP of platform ecosystem at HubSpot and editor at chiefmartec.com. “The heart of marketing hasn’t changed, even though all the fancy technologies we have around it are new.”

One marketing leader at the MarTech West conference told me he was “all in on ABM” for 2019, and that was his strategy. But while ABM is a current buzzword, it’s not necessarily a new idea. It’s about personalized marketing that focuses on your most vital accounts. That’s not revolutionary. The fact is that marketing at its core has always been about providing tailored messaging (and value) to prospects. It’s always been about engaging in the right way at the right time and understanding what truly matters to those you are marketing to and how you can help them. And no matter how much the marketing stack changes – this marketing truth will not.

How to Use Customer Data for Quick Campaign Ideas

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

Earlier on the ON24 blog, we provided a list of scrappy tools and techniques that can help provide some sources of inspiration when you’re looking to get campaigns out quickly to market. These were mostly based on using sources of external data.

However, the most valuable insights are likely to come from your own customers. As such, harnessing information you can gather directly from them can be even more powerful. Below are a few places to turn to so you can gather this information.

Look at your customers’ questions – and ask more

Chances are that you already have a host of questions that your customers have asked previously in one way or another. Past interactive webinars can act as an archive of both Q&A material, poll responses and surveys. This can both help to guide a path to new ideas and provide an easy way to start repurposing content.

While more commonly used by product and development teams, support tickets can also act as a treasure trove of information, particularly if you are able to segment out those asked by high-value target groups.

If you need more information, then don’t be afraid to reach out and ask directly. Create a short survey to send out by email, run a poll on social media, or even engage those on your site via on-site chat. It doesn’t need to be complicated – a simple question such as “What content would you help you be better at your job?” or “What topics are most important to you right now?” will often be enough to surface valuable pointers.

Ask your sales team for insights

While marketers like to own the customer experience, it’s most likely your sales or customer success team that has a closer relationship with the customer than anyone else in the business. Find out from them what burning questions they’re most frequently asked by leads or customers.

It’s certainly worth working more closely with your sales team so you can more easily share your insights with each other, not only to keep tabs on what matters most to your customer, which can inform your marketing activities, but also so that the sales team can be in a better position to answer their questions.

Dive into your engagement metrics

On the quantitative side, customers can tell you a great deal about their interests and preferences through their behavior. Content intelligence can be gathered through a number of sources, which come in the following different flavors:

Website traffic: Use your on-site analytics to find out what kinds of content on your site are most popular (most visits and longest dwell time), where site visitors are coming from (channel and geography), and (if you have it available) the keywords they’re using to find you.

Email data: Look at your email campaigns. Which subject lines have proven the most engaging? Which links (to internal or external content) are getting the most clicks?

Content downloads: Which of your existing assets have performed most strongly? Are there any that could do with a refresh? Are there any areas lacking engagement but have the opportunity to perform more strongly?

Webinar engagement: Review the webinars you’ve held in recent years. Are there specific topics that see more registrations? Which webinars get the most audience interaction? Make note of the questions audience members ask the end – these can often form the basis of a blog post at the very least.

Investigate your CRM Data

One more place you can find inspiration for campaign ideas is your CRM data. What industries are you targeting? Does the CRM tell you which are more receptive to your existing content? Are there any particular clients or target accounts you should be focusing more attention on?

Cross-reference these insights with the other information you’ve gathered, and this can help you think differently about new content going forward.

Why Webinar Marketing Fuels Demand Generation in 2019

B2B marketers are in a strange place. There’s more money going into marketing than ever before, but marketers are more uncertain than they’ve ever been. Marketing budgets, according to a recent report by Demand Gen Report, are going up by 20 percent or more. But a joint ON24, Heinz Marketing report found that 67 percent of marketers consider their content strategy somewhat or not at all effective.

So what is effective? Demand Gen Report examines what works in “What’s Working in Demand Generation In 2019?” The report found that marketers can effectively balance their approach to new strategies, like account-based management and peer-to-peer review sites, with traditional tactics like direct mail and webinars.

Webinars, in particular, are an effective way to connect with prospects across all stages of the marketing funnel. According to Demand Gen Report’s “2019 Demand Generation Benchmark Report,” 58 percent of demand gen marketers say webinars are the most successful tactic for top-of-funnel engagement. Nearly half, 48 percent, say webinars move prospects through the rest of the marketing funnel — from mid to bottom and closed — effectively.

How Webinar Marketing Empowers Digital Results

Why are webinars an effective digital approach? It may be because marketers are using webinars in more conversational and personalized formats. Jon Russo, CMO and Founder of B2B Fusion, says webinars are becoming a “must do” channel.

Our own Mark Bornstein offers his own theory as to why webinars are a useful tool:

One of the biggest changes we have seen in webinar marketing is the move to more conversational formats, such as panel discussions. [Buyers] don’t want to be lectured to; they want to participate in conversations where panelists are talking to each other but also including the audience in the discussion. This type of conversational marketing increases audience participation and content retention. It’s for your audience but also good for you as the more you interact with your prospects, the more you learn about them.

With engaging, conversational content, marketers can gather the data they need to refine messaging for targeted audiences and accounts, enabling popular strategies like account-based marketing.

Learn more about webinars

Webinars Formats That Drive Conversations

Panels

A panel of knowledgeable experts provides an excellent opportunity for attendees to interact and learn from industry thought leaders. Depending on the audience, panels can be as casual or as formal as necessary. Just know what panel webinars entail — they can require a lot of organization.

Presentation webinars

Presentation webinars may seem like a one-sided affair, but modern webinar suites offer a range of interactive tools like polls, surveys, Q&As and chat rooms. It’s very easy to put an in-house expert, or spokesperson, on a webinar to showcase updates, introduce new products and answer questions from attendees.

Interviews

Some attendees want to learn from experts. So, conduct an interview. Interviews are a great format allowing organizations to sit down with an industry leader and draw out a better understanding of an industry trend. Audiences, too, can ask questions through the chat tool or collectively decide on a theme with polls.

Live Case Study

Case studies allow prospects to fully evaluate product and solutions based on how other organizations use a given service. Webinars provide an excellent medium to share case studies, especially when a satisfied customer shares their experience and interacts with an audience.

Webinars provide a range of opportunities for marketers to engage with prospects (and customers) at every stage of the funnel.

5 Tips to Inspire Quick Marketing Campaigns

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

Creating content campaigns with serious impact doesn’t have to be the preserve of larger companies. But creating content that’s both fast to produce and effective in driving results requires inspiration.

This blog looks at scrappy ways you can use free digital tools to conceive, build and launch winning content campaigns fast.

Zero-in on the right content titles with Google Autocomplete

Even though you may have buyer journey maps and positioning documents that define what your target customers might be looking for, there may be specific terms buyers are using that you have missed.

Google Autocomplete makes its search predictions based on what other people have searched for. By reviewing what phrases or questions are associated with your keyword, you can discover what people want to know about your product and create content that they’ll want to engage with.

You can also use Autocomplete to find out what terms your keywords are related to, and place these into your content to help improve its relevance.

While taking this approach alone is unlikely to result in winning lots of organic traffic, it can provide both a useful tool for gathering ideas and a place to make sure you’re creating content that people are actually looking for.

Plan your next webinar campaign with Google Trends

In addition to Autocomplete, check out Google Trends to see how the popularity of a particular search term, and its related queries, have varied with time. Which industry topics are most relevant to your potential customers, and what’s falling out of favor? Are there any seasonal patterns?

There’s also an option to view ‘rising’ search terms, which shows you which topics and queries related to your industry have increased most rapidly in popularity over the last year. Are there search queries that imply emerging pain points for your customers? Insights like these could inform what emerging subject your next webinar could be about.

Discover existing content to repurpose with social data

Which of your social posts have had the most shares? Are there any themes that have worked well for other companies? Go back through your timelines to find out. If you go back far enough, you may find a piece of content that still has legs, or for which a recent theme has given it new relevance.

Discuss what it might be about the popular post that worked so well. Does it solve a problem that your potential customers might have? If so, it may be possible to repurpose the content.

For example, a popular how-to video could be spun into a longer guide that goes into greater detail than the video. Make the guide available to only those who have filled out a form, and you can start generating leads.

Make the most of upcoming events

Events are a great opportunity to generate content, even those you’re not holding.

If there’s an industry event on the horizon, find out what main themes will be discussed and use these as inspiration for your own content. Keep an eye on social activity during the event, making note of the topics that are firing up the most discussion among your potential customers.

Even for events that aren’t your own, producers will often release delegate lists to show what companies are attending or presenting. This can provide you with a list of targets that could form part of an account-based marketing campaign.

Create your next breakout blog with ego bait

Content that boosts the egos of influencers or industry leaders, or ego bait, can prove a major traffic driver if done well. Ego bait usually takes the form of an interview or listicle, and tends to perform well as the subjects featured are – unsurprisingly – keen to share any content that praises their work.

The key is to keep it authentic. Put aside your metrics head while your building the campaign and focus on engaging the person you’d like to feature in your content. If they’re a good fit, the content is informative and your customers find it helpful, all those shares and links back to the site will follow.

How to Make Your Marketing Team More Agile

This post is the latest in our series on scrappy marketing, and follows on from some tips that can help you accelerate your marketing campaigns. This post provides ideas on how you can get your team to join you in putting scrappy marketing into action.

Taking a scrappy approach to your marketing can transform your company’s fortunes, making it possible to bring more ideas to market, and at speed. But if your team isn’t flexible enough to take risks and start experimenting, you’ll never reap its benefits.

A word that sums up this flexibility is agile. While it’s often used to describe an approach to developing software, its broader definition refers to “having a quick, resourceful and adaptable character”. So how should you go about developing this in those you work with?

Get Buy-In for a Scrappy Approach

Resistance to change will be your biggest stumbling block when it comes to introducing the scrappy method, so before doing anything, ensure everyone in the team is on board.

According to Kotter’s Change Model, which provides eight overlapping steps for effecting change in an organization, you must first create urgency, which you might do by identifying potential threats, or opportunities to exploit.

This is followed by building a coalition, which would involve identifying who must lead the change, and ensuring the team is made of a mix of people from different levels of the business, who have different capabilities. Kotter’s model applies more to larger projects, but there are certainly some ideas that you can take from it.

Using data can be a great way to both drive urgency and build support. Look for spikes or dips in your analytics or engagement data, which can help spur on what could happen if you did something outside the norm. Share these around and ask questions to get people to think differently. Get people excited about the potential for better results while encouraging them to start taking action.

Remove Barriers to Productivity

Once you have the team on board, you must ensure they have everything they need to get started. Do they have the tools they need? Do they feel supported? Does everyone know what they’re doing, and how to do it?

You’ll also need to ensure your team is able to communicate effectively. Is everyone on board with the method? What tools will you use to communicate quickly? If they have questions, will someone be there to answer them? How will tasks be assigned, and how will everyone know they’re in hand?

To encourage the scrappy mindset, look at where people can set aside times to get stuck into the project. Eliminate any meetings that don’t add value. Look to cancel commitments that are cutting into your colleagues’ time. If some people prefer working elsewhere, allow them to be productive at a place where they feel they can get into a state of flow.

Encourage experimentation – remove the fear of failure and perfectionism

The more innovative you are, the more robust you are – you can roll with the punches that will inevitably come in a rapidly changing market.

In order to be innovative, you must foster a culture of experimentation. This means testing ideas quickly, and failing fast so you know what to do next – there’s no lingering over something that doesn’t work, and that will never work.

Testing things out on a small scale now to determine what works will save bigger failures in the future.

However, creativity in a business can only blossom if individuals aren’t afraid to fail. Sara Critchfield, founding editorial director of Upworthy, reportedly the fastest-growing media company of all time, says that in order to encourage a team to be more innovative, there must be a shift from a ‘best practices’ mentality to a dynamic ‘laboratory’ mentality, and that team members rather than managers should be made responsible for the results.

She also advocates ‘normalizing’ failure by setting a baseline failure rate and success rate, and measuring the team’s work by that baseline.

Publish and Promote at Speed

Publishing content regularly and consistently is the best way to grow your audience.

As Nick Westergaard writes in Get Scrappy, setting a consistent schedule and editorial calendar will establish audience expectations and help “develop your own content creation muscles and routine.”

This means you can’t be too precious about your work – there’s no time for perfectionism. As long as your content says what you want it to say, makes sense and is factually accurate, it’s fit to publish. Of course, the content you’re working on can always be improved upon. But resist the urge to keep tweaking and get it out there.

The same method can be applied to webinars. Rather than dwelling on might work well, producing one and getting it to market will provide an answer. Your best marketing webinars can be highlighted as always-on content, while those that didn’t perform brilliantly can be hidden further down the list of your website’s resources.

Maintain the underdog mentality to help people keep going

Keeping up a consistent and fast pace can be a challenge. To keep the scrappy marketing method alive in your business, you’re going to need a mascot. Make that mascot an underdog.

As covered in the first post, taking an underdog approach can endear you with your customers and help your team to keep going even when it’s tough.

The underdog is always looking for different ways they can win the game. They’re looking for a competitive edge, because they can’t rely on their size, or reputation, or firepower. They’re more resourceful. By definition, they’re more agile.

3 Tips for Running an Expert Interview Webinar

I recently wrote about different webinar formats you can use to keep your audience engaged. One of my personal favorites is the expert interview because it gives you a fabulous opportunity to bring your audience the unique experience and knowledge of an authoritative voice while allowing you at the same time to showcase your own skills and understanding of the issues.

Equally important, preparing for and leading an interview gives you a chance to spend valuable one-on-one time with a guest who matters as much for your own practice as he or she does for your participants: a government agent or regulator, an industry leader, or an executive from a key client, for example.

Finally, building your webinar around an interview lets you move away from the traditional slide presentation to lead a dynamic discussion around issues facing your audience. It is, above all, a conversation, which provides you with broad freedom to explore questions in depth without becoming weighed down by bullet points and linear logic.

So how to make sure your expert interview is memorable for participants and guests alike? Here are three ways:

1. Remember your audience

Yes, you want to make the webinar interesting and fun and engaging for your attendees, but a story about the time your guest went surfing amid sharks off the coast of Australia – as entertaining as it may be – isn’t going to help participants revise their workplace policies, for example, to account for legal recreational marijuana use in their state.

Never forget that your audience signed up to learn something and that it’s your job to make sure they do. It’s ok to go off topic from time to time with anecdotes, as long as you don’t take too long to get back on.

Takeaway: prepare your questions, and the structure of the conversation, with audience needs in mind.

2. Let your guest be the expert

You may have the broadest knowledge about the topic you’re covering, but when you’re interviewing an influential guest, you’re no longer the star of the show.

Let your interviewee do most of the talking. Ask them relevant questions that allow for meaningful answers. Listen to their responses so you can follow up when you think your audience needs more detail or explanation.

And above all, try not to interrupt your guest unless it’s absolutely necessary: to get immediate clarification on a particular point they made, or allow them to correct misstatements. You can follow-up and probe deeper into the issues when they’re done talking.

3. Fine-tune your questions (while also allowing the conversation to go anywhere)

Good questions make for great interviews: the way you frame the issues, the way you tee up responses, the way you elicit insight and perspective. And the best way to make your webinar a success is to ask questions that allow your guest to provide valuable and perceptive answers that get straight to the core of your audience’s concerns.

Spend time fine-tuning your questions. Edit them down to the essentials, then edit them down again to make sure you get quickly to the point while providing essential context. Have a colleague put them to you so you can hear what you’re actually asking rather than what you think they say.

During the interview, it’s a good idea to use your questions as a guide to the conversation rather than as a strict outline that you must follow: the discussion is likely to take unplanned directions that lead you down paths that are relevant to attendees.

ON24 Empowers Marketers to Implement the Rising Trend, GSD

B2B Marketers have a variety of strategies to deploy when it comes to connecting and converting prospects. Account-based management, the current industry standard and golden child of marketing, is a fine example. But a new strategy shows even greater potential in acquiring leads, closing deals and nurturing prospective clients throughout the funnel: Get Sh*t Done (GSD).

That’s why today ON24 is proud to announce that its entire platform is built to help marketers execute a GSD strategy. Through data-rich webinars and interactive content solutions, ON24 gives marketers the essential tools they need to get sh*t done so they can move onto the next project.

“We’re on a mission to help marketers get sh*t done. The more shi*t gets done, the more MQLs, higher engagement, better conversion rates, increased revenue you’ll see,” says Joe Hyland, CMO, ON24. “While account-based marketing bridges the gap between sales and marketing, GSD goes a step further: bridging the gap between sh*t and done. We’re proud to empower marketers to actually Get Sh*t Done.”

Unlike its ABM brethren, GSD is not about acquiring the right set of technology solutions. It’s about using the proven tactics you already have at your fingertips and executing on them. For example, webinars have been proven to connect and convert prospects throughout the entire marketing funnel. So, instead of chasing after the latest chatbot or pop-up feed to reach top-of-funnel, marketers can turn to a proven solution to actually get shit done.

Best of all, the GSD model doesn’t depend on a large team. In fact, the marketing structure required to execute GDS can be a single person and their tool. Blane Barker, Global Webinar Program Manager, Atlassian for example, hones in on webinar tactics that work to single-handedly run more than 250 webinars a year.  Cassandra Clark, Senior Manager Webinar Programs, NVIDIA, also produces a prodigious amount of content that scales globally with a small team. The common denominator? Get Sh*t Done.

There are five fundamental principles to a modern GSD strategy:

  1. Execute
  2. Evaluate
  3. Improve
  4. Keep doing what works
  5. Repeat

Of course, GSD is not a category on the MarTech stack because it isn’t about technology at all. It’s about having a scrappy mentality and realizing that no tech is a solve for execution.

So, on this April Fools’ Day, take a step back, assess your situation and actually use the methods and tools that help you to get sh*t done and build your own GSD program. Learn how ON24 can help here.