New at ON24: Improved Content Management for Engagement Hub

Our end-of-the-year gift to you: more features and efficient workflows to grow your engagement! To help you launch 2020 clean, we have completely refreshed navigation and interfaces within Engagement Hub experiences for both you and your audience. These capabilities will allow you to scale your workflows while improving audience content findability.

Here are a few highlights of what you will see in this upcoming release:

Easily Manage Content with New In-Product Navigation

We simplified the ON24 Engagement Hub in-product navigation so users have an easier time navigating the interface. The more intuitive workflows and processes should help you to easily manage content as you create bingeable experiences.

The Content Tab has also been overhauled to include a Category Window to view all created categories, a Content Table to organize content within a specific category and a Flyout Panel to view and modify content attributes. The result? Enhancements that make managing content effortless.

Scale and Foster Engagement with More Filter Tools

We’ve also added new filter groups to Engagement Hubs, meaning your audience members should be able to find the perfect piece of content more easily. You can create and organize filter groups based on content type, subject matter or specific campaigns.

The new interface offers a clean layout with filter dropdowns and selection displays, allowing your audience to easily find content that’s most relevant to them.

And that’s not all! We’ll soon be releasing exciting new features and capabilities for ON24 Webcast Elite, ON24 Intelligence and ON24 Connect in January 2020. Check back here in the new year to see what else is coming!

How to Time Customer Content to Their Journey

Customer marketing doesn’t stop when the deal closes. It’s important to increase your company’s value throughout your customer’s lifetime with meaningful engagement —- from onboarding, to renewal, to advocacy.

Yet for customer success, account management or customer marketing teams, it can be challenging to scale personalized engagement for each account and customer. That’s why it’s important to create a strategy for the customer journey and map out the content that is needed at each stage.

ON24 Target lets you quickly stand up customized pages of related content to make it easier to train and educate your customers. Simply select a layout and drag and drop all of your digital assets including videos, PDFs, blog posts and on-demand and upcoming webinars.

Just as you might segment your database, you can also segment your customers into user types. Easily customize messages and CTAs for select groups to create unique content experiences curated for their needs.

Enable seamless access by uploading your customer list for an ungated experience, then track their individual engagement across every lifecycle stage and piece of content. ON24’s robust analytics allows you to better understand how your content is performing and how your audience is engaging.

To learn more about creating value and educating customers throughout their lifecycle, watch this quick demo.

Feature Friday: ON24 Target Contact Us and Business Card

You have curated your best content and built a beautiful experience to highlight that content for your target audience. Your strategies have inspired prospects and customers to learn more. Now what?

Don’t lose ‘em now. With clear calls to actions, your odds of successfully moving prospects along the buyer journey improves dramatically. Using ON24 Target’s Contact Us and Business Card tools, you can create a seamless connection with your audience and ensure direct engagement is as easy as 1-2-3.

First, let’s bring a face to your experience! With the Business Card tool, you can provide viewers the ability to directly contact sales or marketing representatives — allowing you to humanize your digital experience.

The Business Card tool empowers audience members to decide when and how communication takes place. They can see the representative’s direct contact information and take action immediately or save the information to use at a more convenient time. Attendees can also use the single-click button to alert the assigned team or representative of an attendee’s interest in a product or solution.

To incorporate the Business Card, first go to the Tools tab of your Target page builder. Then drag the Business Card to the right of your experience. Once embedded, you can edit background colors, text and any messages.

We also recommend you add a photo of the representative in the Business Card to add a human touch to your digital experience. A recent study found that using a human photo over a generic icon (for example, a phone) can realize 48 percent more conversions. Adding a headshot creates an emotional connection that drives viewers to connect with you.

The Contact Us tool eliminates unnecessary steps and puts audience members in direct touch with you and your team. When an audience member clicks “Contact Us” within your Target experience, a pop-up will appear. There, he or she can enter in their information and include a short note to explain their level of interest or intent — no need to open an email application or copy and paste email addresses.

To add a Contact Us tile, navigate to the Tools tab within the Target page builder and drag the Contact Us tool wherever you’d like within your experience. You can edit the text, background color, button and colors, as well as add where the email will be sent in order to ensure that the right representatives are alerted.

Now that we’ve told you how ON24 Target gets your audiences to contact you, feel free to contact us!

If you’d like to learn more about ON24 Target and building customizable CTAs and business cards, please contact us. If you’re an ON24 customer, contact your CSM to get started.

Driving Higher Results with Digital Events

Trade shows and in-person events used to be one of the most important programs a marketing department could produce. But ever since we as marketers shifted to digital marketing strategies, their relevance has been overshadowed by new lead generation tactics. But because of their unparalleled ability to create in-person connections, it’s a channel we can’t seem to get away from.

Two of the greatest values that live events offer are the impressive brand impact they have and the powerful content they create. Many event marketers are reimagining their strategies to get the most out of live events and are looking for ways to share their in-person experiences in the digital world.

More people are turning to online resources for information, making it difficult to drive attendance to live-events. And, with high costs and travel constraints limiting the reach of content, event marketers are finding it more difficult to justify their programs.

ON24 Target helps you to scale in-person events and digital experiences. You can easily include video recordings of live-speaker sessions, pre-recorded panel webinars and any related content that will further educate your audience and effectively bring your in-person event to an online audience.

Much like an in-person event, attendees only need to register for the sessions once. The big difference here is that you get insights into every session an attendee joins, how long they stay and what sessions are the most attended overall. You can tap into reporting analytics to share with your broader marketing team, or enable your sales representatives to have a well-informed follow-up.

You can include additional engagement opportunities that are relevant to the entire audience or design special tracks relevant to a specific audience. Create a digital event strategy to extend the value of your content and reach a broader audience.

To learn more about activating brand experiences, visit ON24.com.

Supporting Personalized Sales Outreach

Today’s sales reps have to keep leads engaged from first touch to purchase if they want to shorten sales cycles. But to close a deal faster, having the information on a lead’s interests and the right content to drive effective outreach is essential.

ON24 Target can help sales provide a personalized content journey and close more deals. Reps can use Target pages to drive personalized campaigns to engage leads or provide follow-up content from previous discussions. Regardless, sales reps are put in control of the experience they’re delivering.

To deliver personalized experiences, all sales reps need to do is simply log into Target, select a layout then drag and drop in the resources they want to use. They can select resources from all your shared digital assets, including videos, PDFs, blog posts and webinars, or they can upload their own content like proposals or recorded meeting calls.

Reps can add their digital business card to the experience, creating a simple way for prospects to follow up with questions or next steps.

For sales enablement and marketing teams who want to standardize the experiences reps share, they can create templates with all the right content and creative. Then the only thing a rep needs to do is clone and share with for a particular account, and watch the engagement roll in.

Once Target pages are in use, ON24 will capture robust engagement data so you can track content performance and audience interactivity so reps can track lead interests and continually optimize information that drives successful buyer journeys.

To learn more about building personalized content experiences that empower your sales team, watch this quick demo.

Six Key Steps to Building an Optimization Culture

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

So far, this series on optimization has covered a number of ways in which you can improve your B2B marketing through optimization across the entire customer journey.

As part of this process, you will have likely identified and set goals for your optimization efforts. But making optimization an ongoing process requires a cultural change too — without this, individual contributors will not pursue continual improvement proactively, putting your organization at risk of decay and decline.

To make this happen, we’ve put together a few steps that will help you build an optimization culture not just in marketing, but across sales and customer success too.

1. Get buy-in from the top on an optimization vision

Before you can get other teams to follow you on an optimization journey, you need to make sure you have support from everyone involved.

As you dismantle barriers of siloed teams and targets, set and shape a vision for optimization. This is an ideal point to bring up optimization because you will already be talking about working collaboratively on targets. Taking the vision to a higher level should be part of your conversation here.

2. Work optimization into objectives and key results

As you set collaborative targets, look to also establish measures that demonstrate optimization in action.

Regardless of the performance review and management techniques your organization uses, or whether they are formal or informal in nature, look to get optimization on the to-do list for everyone.

3. Make sure everyone knows about the optimization vision

If you want everyone to work towards optimizing each part of the customer journey — particularly if you will be setting objectives and targets — everyone will first need to know that there’s a shared vision. If they don’t know, then they won’t take the necessary steps.

Schedule a time to come together with leaders from sales, customer success and more broadly across the business to share the optimization vision with everyone.

If you’re part of a large and distributed organization, webinars can also be highly useful as a communications platform for businesses to get the word out.

4. Allow anyone to suggest and make changes in pursuit of optimization

Great ideas can come from anywhere. However, to make them a reality, everybody needs to feel they can both suggest ideas and that they are empowered to put them into action.

Cited earlier, our post, “How to Make Your Marketing Team More Agile” also notes that removing a fear of failure is a critical step to getting people to shift into a ‘test and learn’ mentality.

Within recent years, the Japanese idea of kaizen (translated as “change for better”) has become popular as an approach that allows employees to suggest and make changes. Toyota is particularly famed for this approach and has reportedly implemented the vast majority of changes that those on the front line have put forward. All of this has energized employees.

5. Encourage knowledge sharing to celebrate success and learn from what doesn’t work

To both maintain the momentum for optimization and spread the word about what’s working well, make sure that the results — both effective and ineffective — are visible for people to see.

One practice from the world of software development is the sprint retrospective. The agenda is simple and typically just has three points: what worked well; what could be improved; and what should be done next time? ON24 client Atlassian has a guide on how to run a retrospective, but these points could also be incorporated into any existing meetings you currently have.

To spread this knowledge even further, consider adding these points to your company’s own online communication spaces — whether that’s on an intranet, a company wiki or even a channel on a messaging app such as Slack or Microsoft Teams.

6. Reward and incentivize optimization efforts across your organization

To keep up the good work, make sure you acknowledge optimization efforts, even if an attempt didn’t result in a positive uplift.

How you should best do this is up to you, but this should be a regular occurrence. Even if optimization is tied to annual targets, rewarding efforts on such a time scale is unlikely to be enough to reinforce positive behavior. Both informal rewards, such as buying snacks for the team or even just saying thank you, and more structured incentives such as those connected to compensation, should be frequent enough to keep optimization front of mind for everyone.

Good luck with your efforts on making optimization a success in your organization!

If you’re interested in seeing how ON24 can transform your marketing efforts, sign up for a live demo to see the platform in action.

Feature Friday: Content Experience Builder

Buyers consume an average of 11.4 pieces of content before making a purchase decision. Added to that, 97% of B2B buyers want to have relevant content that speak directly to their company.

In other words, the right, personalized content needs to get to your target audience at the right time in their buyer journey. But there are many factors that go into building engaging content experiences that take time and effort, such as organizing content, understanding what performs best per audience or persona, re-branding content, re-creating content experience pages and editing existing content. Managing and creating content experiences for your target audience, shouldn’t be a roadblock to executing your programs.

In order to scale and effectively reach audiences, you need to weed out time-consuming, complicated processes. With ON24 Target, building branded experiences that drive engagement is easy and effortless. Target’s Content Experience Builder is a dynamic tool that enables users to create beautiful experiences with the proper images and colors in a few simple steps.

Choose from various layouts, displaying a single video or even a multitude of related content on a page. Then simply drag and drop the best webinars, videos, documents and web pages into the chosen layout.

Customizing pages is easy. With robust styling options, from uploading banners, background images and thumbnails to selecting custom colors, fonts and images, and customizing border-radius and shadowing, you can efficiently create and deliver personalized content experience for your intended audience or account.

Break through the noise by packaging all relevant content into one experience—with an intuitive and easy workflow—to effectively engage your target audiences.

If you’d like to learn more about ON24 Target and building personalized content experiences to support and scale account-based marketing, please contact us. If you’re an ON24 customer, contact your CSM to get started.

How to Use Webinars to Create Brand Advocates

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

We finished up our last post where we focused on how webinars can reduce churn by suggesting turning your clients into advocates.

This next post will take a deeper dive into how you can use webinars for your customer advocacy marketing. Let’s get started.

Identify several potential advocates with customer success

As part of your optimization efforts, you may want to consider focusing on how many users you can turn into brand advocates. Can you increase the number of customers who can either join you on a webinar or take part in a case study?

There are a few ways of identifying how many potential advocates you have. Sit down with your customer success team and, together, identify how many users could make compelling advocates for your product or service. Also, examine engagement and usage data in your CRM and any other metrics that can help you pinpoint potential advocates.

It’s important to create a list with more advocates than you need, as not everyone will be able to assist due to commitments at work and elsewhere.

Identify what you want them to do for you

Once you have your shortlist of advocates, you now need to identify what you want them to do for you.

Try keeping it small at first. It might even help to create your own customer advocate journey. Perhaps start by asking them to sign-off on a quote singing the praises of your product or service and then progress into participating in a full case study and then taking part in a webinar or presenting at a live conference.

Make them an offer they can’t refuse

We aren’t talking Godfather style here, of course. You or your customer success team can send out an email asking them to do whatever you’d like them to do (provide a quote or case study or participate in a webinar) and offer them an incentive or reward. The incentive can be anywhere from a discount or some swag, or as simple as a thank you. It’s up to you and what you think will properly reward them for their efforts.

Suggest webinar formats that make it easy

Since we are focusing on webinars, once you have their involvement, suggest webinar formats that will make it easy for the advocate.

The panel format is perfect for this because all they need to do is to show up, have a webcam ready and answer questions. They can even be pre-recorded so being present at the time of broadcast isn’t necessary.

Get them to commit to a particular time, place and activity

Once you have their interest, look to lock in their commitment in their calendar. This will help both you and your new advocate to plan accordingly.

Be flexible on time and commitments if needed

That flows right into the next point: be flexible on the time and commitment required.

Keep in mind, your advocates are busy professionals and other priorities might come up, so being respectful of their involvement and flexible on commitments can only help to strengthen your long-term relationship.

Get their name in front of potential prospects and customers

Once you’ve got the content from the advocate, whether it be a case study or a webinar, get your advocate’s name out there for people to see.

This is important because not only is this the job you wanted them to do, but it also reassures your advocate that their input has been useful and valued and that it has been taken forward.

Reward them after the webinar and build on their experience

Make sure to reward your advocate after they’ve participated in the webinar. Rewards can be either material or immaterial; just make sure they feel supported and appreciated for their time and efforts.

Lastly, build on their experience over time so they continue to deepen the relationship with you. Ensure that they feel valued and happy to speak up.

To see how ON24 showcases its own brand advocate webinerds, check out ON24’s customer stories and see their examples of success.

Reaching and Engaging Vertical Markets With ON24 Target

For growing organizations, selling a world-class product isn’t enough. They need to shift from selling horizontal product offerings to providing holistic vertical solutions addressing a customer’s specific needs.

But proving that your company solves unique problems in a particular industry or buyer is challenging — especially when most of your market-facing content is designed for a broader audience. To provide the right content experience for target industries, vertical marketers need to create and establish a sub-brand that curates and delivers relevant experiences.

ON24 Target helps you to build the right experience with unique, easy-to-use layouts that don’t require any web development experience.  Simply select your preferred layout and drag and drop in your desired content. Easily customize messages and CTAs for select vertical audiences to create a buyer’s journey specific to an industry and their needs.

When verticalizing Target pages, a best practice to follow is to ungate an intro piece of content or video. By ungating your hero piece of content, your audience can quickly learn more about your company and be encouraged to consume more content. And with web cookies, you don’t need to worry about losing that lead activity.

Vertically-targeted experiences ensure your audience is served the most relevant content to influence their purchasing decisions.

To learn more about creating ongoing content journeys for industries, watch our quick demo.