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.

Five Ways Webinars Can Reduce Churn Rates

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

In our last post, we talked about how to optimize customer success by identifying goals within the customer success account journey which could benefit from optimization. Each stage of that journey will have its own performance indicators, but ultimately retained revenue and customer lifetime value is the goal.

However, a metric on the flipside of customer lifetime value is churn. As ON24’s CEO Sharat Sharan has said before:

These are two separate metrics, but they’re so interwoven that marketers shouldn’t think of one without the other. Customer lifetime value is the net profit you can expect from acquiring a new customer – a number that increases whenever you reduce churn.

So, how can webinars help with your optimization efforts in terms of reducing churn? Here are a few points.

1. Increase onboarding success

Reducing churn starts as soon as your customers start the onboarding process. Interactions must be optimal from the get-go, and the customer must be able to derive value from the product or service they’ve just paid for.

Webinars can help optimize the onboarding process by helping to educate your customers about your product or service. These webinars can bring the customer up to speed, show them how to use the core functionalities of your service and walk them through their first actions, whether it be setting up things like software or using the product for the first time.

Keep in mind, webinars don’t necessarily need to educate. Onboarding webinars can just as easily be used to make the customer feel welcome, to start engaging and start deriving value from the product or service.

2. Win new users to an account

In most cases, there is usually more than one user of a product or service within a company. For instance, with software, there are often a number of regular users across an entire company. So, one way to help reduce churn is to get as many people as possible on the team or within the company actively using the product or service so that they can see its value.

Once again, webinars can help with the onboarding process of new users, but they are also a useful resource in increasing adoption. Webinars can be used before onboarding as a way to answer questions such as ‘What is this?’ and ‘Why does it matter?’ They can also be used from an account-based perspective where you invite a selected group of stakeholders and answer their questions one-on-one.

3. Continually educate and update

Once onboarding is done, you’ll want to make sure your customers continue to use your product/service throughout the life of the contract. This means ensuring you are continually educating and updating your customers online on new features or new products. What better way than webinars to spread the word and make sure your customers are aware of new features and how these features will benefit them?

Additionally, companies often experience a shift in staff with employees leaving and new ones coming in. Having access to onboarding and educational webinars, thanks to the always-on feature of webinars, allows new employees to get up to speed with the product or service and learn in their own time.

4. Build lasting connections

Another way to reduce churn is to build lasting relationships with your customers. And the best way to do this is to engage with them.

Webinars, by nature, are built for interaction. Beyond the fact that webinars can be live, other functionalities like Q&A and poll questions also encourage engagement. Webinars also help you to identify people within your account you can begin to build relationships with, as high engagement will likely indicate a willingness to have conversations.

If you are at all apprehensive about whether you can create an engaging webinar, have no fear. ON24’s Webinar Best Practice Series can help you out with that.

5. Create customer advocates

Building connections leads right into the last way webinars can help reduce churn. Once you’ve made and strengthened these relationships with your clients, webinars give you the opportunity to turn them into customer advocates both within their own company and externally.

Get them involved in a webinar. A simple and low-effort way to do this is to invite them to take part in a panel discussion.

This is a win-win for both you and your client because while they are helping you out with advocacy they are also raising their profile and positioning themselves internally as an expert.

To see ON24 in action and find out how you can reduce churn with webinars, sign up for a live demo to find out more.

On-Demand or Simulive?

A dilemma we face fairly consistently when it comes to webinar content is whether it is better to promote the on-demand version of something or run it again as a simulive event. Both events have their benefits, though we have found simulive to work better. But before you exit out of this page and start setting up a bunch of simulive events, let’s walk through the differences between on-demand and simulive. You may find that one is more appropriate than the other for your needs.

What is the Difference?

An on-demand webinar is always on. Once the webinar is published viewers can access it whenever, and where-ever they please. It features all of the same engagement tools as a live/simulive webinar (though Q&A can be a little tricky). Both live and simulive webinars switch over to on-demand after the initial airing.

A simulive webinar simulates a live webinar by playing a rerecorded event at a specified time. Just like the on-demand webinar, this features all of the same engagement tools as a live webinar. For the viewer, this looks just like a live webinar.

Which to use

Strangely enough, the biggest feature of on-demand seems to also be the biggest drawback. Whenever we promote a straight to on-demand webinar vs a simulive, the simulive always wins. It seems that promoting a webinar as an “event” with a date and time drives people to register, whereas serving something that is instantly accessible allows people to put it off.

Whenever possible I always encourage the use of simulive. In our experience, it will allow you to generate more registration and attendance, and will always be available on-demand after. It will also allow you to have someone in the QA role to answer any questions people have during the airing.

How to Use Webinars to Optimize Customer Success

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

So far in this series on optimization, we have covered acquisition, engagement and conversion. The next few posts will cover retention and loyalty.

A key part of retention and loyalty is ensuring your customers get value from your product or service. This is the key responsibility of your account managers and/or customer success team. But, as marketing should focus on the entire customer experience, this vital aspect of customer marketing shouldn’t be forgotten.

Here are the steps you should take to use webinars in optimizing that process.

Find out the Key Stages of Your Customer Success Account Journey

To optimize customer success, you need to go to the source. Meet up with your customer success team or account managers and look at their customer success account journey. Examine each step of the journey and the processes customer success goes through to pinpoint where marketing can help. While your organization might have its own approach, typically a customer success journey will consist of the following.

1. Onboarding

Look at how customers are brought on board. What are the first steps the customer success team takes to welcome customers to your product or service to help them get value? Are they using resources, like webinars, to do this? Once you know what these steps are, you can start to figure out how to optimize them.

2. Product or Service Usage/Delivery

Evaluate how customers are using the product or service after onboarding. Ask what key steps are involved and determine what the customer success team wants customers to achieve. Then you can figure out how can marketing can help encourage the customer to take the right behavior.

3. Continued Use

While it’s always important to make sure your customers start using your product or service it’s also just as critical that they continue to use it. If they do not continue to engage, any renewal or repurchase conversation will be far more challenging.

Again, as marketers, we need to ask what is it that the customer success team wants to see their customers doing, and what role marketing can take to help them achieve this.

4. Repurchase/Renewal/Upsell

This brings us to the final step: getting the customer to stay with your business and potentially adding on to what they already have. To assist customer success with this process, it’s good to know how and when these conversations about renewals, repurchases or upsells happen. What messages does customer success want to deliver?

It’s also helpful to know what kind of information marketing can provide to customer success, such as engagement data and usage, which enables customer success to tailor their conversations with customers in the right direction.

Identify the Metrics to Measure, Test and Improve

This leads us to metrics and the data marketers can provide to customer success across each stage of the customer success account journey.

These metrics will vary across companies and products, but they may include adoption actions used in the onboarding stage of the journey, the number of active seats, or how many logins have happened over a period of time, giving customer success an idea of how much usage is occurring.

Metrics are essential to customer success for two reasons. First off, metrics help to identify customers that are at risk of churn so that steps can be taken in order to avoid that from occurring.

Second, the metrics can also reveal those customers that are doing well with the product or service, leading to upsell opportunities, or which customers could become brand advocates.

Identify Webinars That Could Address Metrics and Customer Success Stages

The next step for marketers is to identify what webinars can help to address these metrics and as well as optimize the stages throughout the customer success journey.

For example, if the goal is to increase the number of customers using the service/product, look at what webinars or campaigns marketing can create to improve the active user metrics.

Create and Record These Webinars

You’ve identified and prioritized what metrics you need to address. Now, it’s time to create the webinars and focus on what outcome you hope to achieve.

If your goal is to optimize continued use, for example, a webinar educating users on more advanced features of the product/service may encourage them to put these features to use.

Make These Webinars Always-On and Enable Your Customer Success Team in Delivery

Lastly, make sure these webinars are available to your customer success team and that they are always on for consumption. While marketing may decide to use these webinars for broader marketing purposes, if the customer success team is aware of and has access to these resources, they can also use them in their own interactions.

Always-on webinars provide continuous access to informative content, allowing customers to access information when and where it’s most convenient for them.

To hear a real-world example of how webinars can scale your customer success efforts, tune in to listen to Securly’s Guide to Scaling Customer Success Through Digital Engagement.

Localizing Experiences for Regional Markets

As marketers, it’s crucial to have an understanding of your target customers to make sure the campaign you create will resonate and convert. So when it comes to marketing to a specific region, it’s important to understand that particular audience’s needs, interests and market maturity. Leading with empathy will provide you with the information you need to create localized experiences.

Exceed Your Expectations

Entering a new market doesn’t mean starting from scratch, but a little personalization can go a long way. Consider what corporate content needs to be re-written and what types of micro-campaigns should be launched to grow your local brand footprint.

Likely, you won’t convince your corporate marketing team to translate your entire website. But with ON24 Target you can build, test and deliver localized digital experiences quickly, without needing web development support.

How ON24 Target Helps Localize

ON24 Target helps you create regional webpages to engage local markets with the content most relevant to their interests. You can easily duplicate the pages you’ve created, repurpose your best performing content and quickly move on to another region while adjusting for optimal content and CTA’s.

Regional marketers need to speak the local language — and sometimes that means literally. Translate the language on each page for easy consumption and leverage content that has been created for the region. You can also use closed captioning and translations to repurpose your content if you’re repurposing existing webinars.

Always Consider the Territory

Localizing Content Hubs in English

Localizing Content Hubs in Spanish

Consider what’s happening to prospects in that territory. Maybe the region has an event coming up, or you’re currently running a promotion on a product. Simply customize messages, banners and CTAs for each respective region and their needs. To ensure that your regional sales team receives the necessary info they need, you can set up a unique registration for the pages, ensuring that you capture important lead details that support their ongoing campaigns.

With customizable, interactive pages, you can create a personalized content experience for regional audiences.

To learn more about how you can scale your regional marketing efforts, watch our quick demo.

How to Use Webinar Content to Fuel Long Term Microsites

This blog was originally posted on jdsupra.com. Shared with author’s permission.

Are your archived webinars gathering dust on your website? Breathe new life – and new viewers – into your expertise and insight by building a resource hub that engages with your audience whenever they need content most.

Microsites devoted to specific issues, industries, and even specific clients allow you to feature your firm’s guidance and perspective on the issues most relevant to the people you are trying to reach. They let you extend the scope and value of webinars and other content that your audience may not otherwise be able to find on your website.

Equally important, they provide you with a rich set of analytics and data that you can use to discover new opportunities, fine-tune your webinar and marketing programs, and optimize your content for SEO.

Here are three ways our clients are using ON24’s Engagement Hub – a drag and drop technology that provides a simple, out-of-the-box solution to create robust resource centers – to put their archived thought leadership back to work:

1. Add Value for Significant Clients

Organize past webinars and other content around the issues you regularly feature – the subjects that keep your best clients up at night, like cybersecurity or anti-corruption programs or managing employees (maybe even all three!) – to make it easy for viewers to access and appreciate your thought leadership.

…your top clients get comprehensive analysis and valuable insight on the specific matters they face every day

Online direct trading and investing company TD.com is doing this. They created an engagement hub to house their full suite webinars designed to educate and inform investors on a broad range of topics ranging from current global interest rate trends to tax reporting and more.

With a focused microsite, your top clients get comprehensive analysis and valuable insight on the specific matters they face every day. And you get detailed data on their viewing and reading habits, data you can use to guide future content marketing efforts (or, for that matter, in-person meetings): the issues of most concern to your audience, how much time and attention they devote to certain topics, the paths they follow to get to the information they need, and more.

2. Establish Leadership in New Service Lines and Niche Markets

Resource hubs that feature tailored content on niche or emerging hot-topic issues, like artificial intelligence in health care or the obstacles facing entrepreneurs in the emerging cannabis industry, provide an effective foundation for launching a new service line or expanding your reputation with traditional audiences. What’s more, because you don’t have to incorporate the site into your existing website, you can quickly build and publish resource centers as opportunities arise.

Global law firm Morgan Lewis is doing this particularly well with their Labor & Employment NOW hub that contains videos the firms has created to address employment and labor issues, like the NLRB’s “applicable law” provisions, workplace investigations, and employment arbitration.

Viewer analytics will tell you how well the issues resonate with your target audience, what’s relevant, what’s not, and what your next webinar should cover. What’s more, because viewers register for the site to access content, the portal functions as an effective lead generation and engagement tool to help you establish and nurture new connections.

3. Showcase Industry Skills and Expertise

Portals that bring together webinars and other content you’ve created to help clients respond to the challenges and concerns of specific industries and sectors – manufacturing, real estate, or food service, for example – let you repurpose content for new audiences while reminding existing connections of the depth and breadth of your experience and the solutions offered by your team.

One company that’s using Engagement Hub to showcase their expertise in IT workflows and cloud computing is ServiceNow. Their microsite contains the on-demand webinars their audience needs to understand business-critical technology issues, manage their people and processes, and improve results using technology solutions.

You can focus the content narrowly or broadly – for example, to target middle-market power generators active in emerging markets or retailers across the United States. You can do a deep dive on a single issue, like digital transformation in the publishing sector, or build a comprehensive resource for industry participants. Most importantly, you can easily modify the site to respond to viewer interest and current developments, quickly bring archived webinars back to the home screen, highlight popular content, and more, to customize your resource hub to the needs and interests of your audience.

How Content Hubs Can Encourage Engagement Through Content Bingeing

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

Throughout the past few posts, we’ve talked a lot about driving engagement and how it shouldn’t stop just because marketing has handed over a lead. Equally, engagement shouldn’t cease once sales closes a deal and customer success takes over. We want to keep buyers and customers, alike, engaged throughout their journey.

One way to keep engagement going is to have a place where buyers and customers can access content anytime they want it. One way to do that is to create content hubs where anyone can access a veritable buffet of information as they see fit.

Demand generation portals such as NetLine are well-known for acting as one-stop-shops for a buyer’s needs. But you should also create and optimize your own – and if you’re on ON24 customer, ON24’s Engagement Hub can help you create one. Read below to find out why and how.

Why are content hubs so valuable?

There are a whole host of reasons why content hubs are valuable to both your customers and leads, and to the marketing team as an engagement tool.

  • Content hubs provide an opportunity for continual engagement. Whether your content hubs are used for early-stage marketing or existing customers, providing a content hub allows your audience to access content whenever it wants in one location. And as you can continually update them, there are ample opportunities for optimization.
  • Content hubs allow buyers to educate themselves easily at their own pace. Whether someone wants to learn everything as quickly as possible by consuming binge-worthy content, or if they prefer to ‘snack’ on content over time, having a single place allows them to engage however suits them without needing to search across multiple locations.
  • Content hubs can be personalized to fit your exact customer. This can be particularly valuable if you’re engaged in account-based marketing or are targeting specific industries, roles or verticals.
  • Content hubs provide a resource for marketing, sales and customer success. If anyone wants to signpost a lead or a customer to further information, content hubs provide an easy way to do that.

What is content bingeing and why is it valuable?

Netflix and other streaming services have made binge-watching, where viewers devour an entire TV series in one sitting, a common occurrence.

B2B marketers can encourage prospects and customers to consume content in a similar manner through content hubs. Presenting lots of content of value in one place entices them to engage more than if they had simply been put in a drip campaign or nurtured slowly over time. This offers the following benefits:

  • Bingeing allows for rapid learning. Whether your prospect is trying to educate themselves on how to solve a problem, or a customer is learning how to use your product, bingeing allows that process to be accelerated.
  • Bingeing provides intent data. The information collected as a user engages can be used by marketing, sales and customer success to help tailor their approach to that individual.
  • Bingeing helps to develop and strengthen relationships more quickly. As people become more acquainted with your company and its offerings, conversations – and the conversions that follow – become easier.

How can content hubs and content bingeing be optimized?

If you haven’t yet created a content hub, start off by creating key pages with compelling value propositions. Grab the viewer’s attention with titles and calls to action expressing how watching your webinars and downloading your content will help with a certain pain point or get them through a particular stage of their journey. You’ll also want to embed and organize multimedia assess that will entice viewing such as clips, webinar sign-ups and downloads of other assets that viewers can engage with.

Once you’ve done so and have a performance baseline to optimize against, here are a few things to try to optimize the performance of your content hubs:

    • Test different content. Explore both different themes and messages, and different types of content. Try embedding and organizing multimedia assets that will entice viewing such as clips, webinar sign-ups and downloads of other assets that viewers can engage with.
    • Create and test multiple content hubs. See if different approaches work with different audiences, and use the lessons to improve your other hubs.
    • Use marketing automation to drive relevant visits. Whether you’re trying to push a prospect over the line to become qualified, or if you’re trying to reengage a customer that hasn’t been seen in a while, invite them to check out your content hub. You can also use ad targeting to create a custom audience of people who haven’t turned up recently and bring them back in.

Do you want to find out about how to create a binge-worthy webinar series? Find out how Magento did so by watching our on-demand webinar on ‘The Netflix Effect: Building a Binge-Worthy Webinar Series’.

Feature Friday: Tools For a Better Registration Experience

Capturing form fills and obtaining details about your audience is important, but lengthy and redundant registration experiences can hurt the customer experience and act as a major barrier to content consumption. Repeatedly filling out multiple registration forms with the same information  is frustrating for any audience trying to connect with your business and its message.

Registration experiences should be seamless, painless and ensure your audience can easily access your content without repetitious and complicated processes.

That’s why we’re continuing to refine our capabilities across the ON24 Platform to help you create a seamless registration experience that removes barriers and creates opportunities for ongoing content consumption.

New: One-Click Registration

First, we recently introduced a new feature, called one-click registration, that connects ON24 Webcast Elite and ON24 Engagement Hub With this feature, ON24 users can deliver an easy and seamless registration experience by empowering audience members to register once for all upcoming or on-demand webinars. .

After registering for their first webinar, each audience member will see a personalized message (e.g., “Hi Ryan”) for all subsequent webinars and only need to click once to register moving forward. With one-click registration, make it easier for your audience members to consume more content while increasing attendance rates and engagement for all your events.

One-click registration is easily enabled on the event level through a single toggle button.

Removing Barriers to Content Consumption

When targeting specific personas or accounts, creating a personalized experience means not having to ask the prospect or customer for their information again and again. You already know who they are. With ON24 Target’s seamless registration capabilities, ON24 users can easily pre-register audience members so they don’t have to enter their personal details each time you reach out with customized or personalized content. What’s more, managing registration to create a seamless experience doesn’t mean the loss of important engagement data, the ON24 Platform continues to  gather engagement details at the account and individual level.

After setup, simply use the updated URL when promoting your content experience to your targeted personas and accounts (check out how to set up customer hyperlinks with Outreach). Your target audience members will not only receive a personal email but also easily access the content experience you’ve created for them. Remove the barrier to content consumption and reap the benefits of actionable engagement data.

If you’d like to learn more about how the ON24 Platform powers seamless registration experiences, please contact us. If you’re already engaging audiences with the ON24 Platform, learn more in the Knowledge Center.

Account-Based Engagement That Scales

Successful account-based marketing (ABM) is all about how you drive engagement. That means reimagining how you market to an audience and measure meaningful interactions. The best way to do that is to create personalized content experiences that capture audience interests and guide them on a customized digital journey.

Finding ABM Content to Scale

But where does all that content come from? When it comes to investing in ABM programs, marketers are most concerned with finding a budget for the content, according to the 2019 ABM Market Research Report from Engagio and Salesforce Pardot. But it’s not just about creating massive amounts of content. It’s about getting smarter about the content you have and how you can make it most effective. With ON24, you can scale account-based marketing programs by easily creating and delivering customized content experiences tailored to each account.

Two things will occur once you start creating a series of content. First, you’ll identify the gaps where you need to create more. Second, you’ll see the engagement trends that’ll help you bucket similar accounts.

How ON24 Target Helps ABM Succeed

ON24 Target’s code-free page builder allows you to easily create, duplicate and rebrand pages. You can showcase your best performing content or easily drag and drop to add more relevant material for a specific account. You can also identify design opportunities to customize pages for a particular account or create personalized CTAs that convert at a higher rate.

So when your sales team throws you an account list of a handful or even hundreds of target accounts, getting personalized will no longer seem like a massive project. You can replicate experiences for different sales reps that incorporate their direct contact information on each page, ensuring a humanized experience for every interaction.

With informative and interactive pages, you can create a personalized brand experience for target accounts and accelerate buyer journeys.

To learn more about how you can scale your ABM campaigns, watch our quick demo.