Feature Friday: ON24 Prospect Engagement Profile

Prospects spent an hour watching your webinar, answering polls and downloading your resources. They even turned to your Engagement Hub to read up on a new white paper. But, while click-and-view data is helpful, marketers need in-depth audience engagement data, both quantifiable and qualifiable, to truly optimize programs and enable a better understanding of targeted audiences.

With the ON24 Prospect Engagement Profile, audience engagement i s turned into actionable insights. With the needed intelligence from the profiles and a better understanding of lead activity and interest, marketers can effectively deliver insights to sales teams. Doing so accelerates the sales cycle and better aligns marketing and sales teams.

The Prospect Engagement Profile shows you how engaged a prospect is and how much time that prospect has spent viewing your content. To augment these profiles, we added more functionality to make it even more robust and actionable.

The new Recommended Content tile offers suggestions on more content that might interest the lead in question. Sales reps can also easily select and email that content directly to the contact. We’ve also introduced a new Content Journey where users can track which content a prospect is engaging with and when.

With Salesforce integration, the profiles can easily be embedded right in contact and lead records. Sales reps can view engagement activity without ever needing to leave Salesforce, remaining informed and experiencing meaningful conversations with prospects and customers.

If you’d like to learn more about ON24 Intelligence, PEP and all the actionable insights that drive demand, inform sales and optimize programs, please contact us. If you’re an ON24 customer, learn more about PEP in the Knowledge Center.

How Digital Marketing for Financial Services Can Get An Upgrade

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

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

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

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

Exceeding Customer Expectations With Better Digital Experiences

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

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

Providing a Human Touch

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

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

Keeping Consumers Financially Literate

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

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

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

Feature Friday: ON24’s New Media Manager

Content management is important for marketers, especially when it comes to eliminating redundancy and creating better workflows. The ON24 Platform allows marketers to create live, always-on and personalized content experiences, helping users easily manage content between channels. That’s why ON24 developed the new ON24 Media Manager to drive efficiency and scale programs.

The Media Manager is a lightweight Content Management System (CMS) to aid in managing and creating new content experiences without draining resources. Easily upload, manage, and publish content across your ON24 Engagement Hub(s) or Target pages, such as webinars, images, videos and documents. The Media Manager comes with robust content management capabilities so users can set thumbnails, edit titles, set custom content tags, easily search or sort content.

Whether you’re managing a library of upcoming or on-demand webinars, or creating personalized content experiences for targeted accounts, the new Media Manager tool helps you do all that from one centralized location! Contact us to learn more.

ON24 Leads in G2’s Webinar Software Grid

Earlier this year, G2 Crowd, a leading peer-to-peer review site, released its Grid Report for Webinar Software. The report assesses 13 different webinar providers against several different criteria, such as market presence, overall satisfaction, available online resources and social networks.

It turns out, out of all of the webinar software providers G2 rated*, ON24 is considered the market leader for webinar software.

That rating is based on the opinions of more than 350 reviewers from several different industries, such as financial services, life sciences, publishing, IT services and software.

So, according to our reviewers, what makes ON24 stand out? Well, our ability to make registration a seamless process is one. Another highlight is how ON24 provides an advanced attendee report with every webinar so you can find the most promising leads. Finally, we make recording webinars easy — so easy, in fact, that you can also use our platform to produce podcasts.

We’re thrilled to see that we’re in line with the ON24 community of #webinerds — and we can’t wait to push the edge of webinars even further than we are now. Want to see what the ON24 community has to offer? Check out an upcoming webinar or head on over to the Webinar Best Practices section to see what your webinars can do for you.

Download G2 Crowd’s report to learn how ON24 fares against the competition and what professionals like you think of the ON24 Platform.

*G2 ranks satisfaction by evaluating several factors, including customer satisfaction with end user-focused product attributes, popularity amongst reviewers, the quality of the reviews received on G2, how often professionals submit reviews, how easy the software is to administer and overall satisfaction and Net Promoter Score.

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.

New at ON24: Better Navigation, Journey Tracking and New Media Management

A transformation is underway! For the second quarter of 2019, we’ve introduced new improvements that deliver a better user experience to the ON24 Platform. These new enhancements are designed to help you to create the most engaging digital experiences.

Here are some highlights on what we’ve been working on:

Build Digital Experiences With Ease with the New Navigation and Workflows

We’ve been working on improving our user interface and workflow to drive efficiency. Our improved UI not only is more pleasing to the eye, but also eliminates any annoying searches for the items you need. Users can easily access the entire product suite to seamlessly manage digital experiences.

Drive Efficiency and Scale Programs with the new Media Manager

 

We’ve also introduced a robust new tool where users can easily upload, manage, edit and publish content that’ll be used across ON24 Engagement Hub(s) or Target pages. By organizing and accessing all content pieces in one place, you save time, get rid of redundant workflows, and, most importantly, scale programs. All the features in the new Media Manager tool are focused on enabling users to efficiently make new content experiences and engage more audiences without exhausting more resources and time.

Easily Provide Closed Captioning to Expand Audience Accessibility

You may have attendees who are hard of hearing or may be in a loud space when trying to connect to your webinar. To ensure audiences can engage with your content at any time, we’ve introduced automated closed captioning. When a live webcast goes on-demand, a closed captioning file will be automatically created, allowing on-demand viewers to choose to watch with closed captioning right from the media player.

Increase Business Impact Using Prospect Engagement Profile Enhancements

Prospect Engagement Profiles now have even more valuable prospect intelligence data for you to use and act on. These new data segments help you to:

  • Easily send a list of Recommended Content the prospect, based on their activity, enabling sales teams to continue a prospect’s content journey and to have better conversations.
  • Continue conversations through the new content journey chat, which consists of all the content that the lead has engaged with, when they viewed the content and engagement levels for improved and well-informed nurturing and follow-up.

We’re always working to improve the ON24 Platform of products so both our users and their audiences stay engaged and have a great experience. Stay tuned to stay abreast of what else we’re cooking up!

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.

Feature Friday: The ON24 CTA Tool, Webinars and You

As part of our effort to extend audience content journeys, ON24 has built a Call to Action (CTA) engagement tool to drive ongoing engagement after a live or simulive webinar ends. This new CTA tool invites your live audience to continue their content journey with you.

For example, live webinar viewers can choose to register for upcoming events, automatically driving registration to upcoming events or send attendees directly to an ON24 Engagement Hub or other web destination to view more content. Finally, they can also open an email to engage directly with your sales team.

All audience interactions with the CTA tool are captured within the event report so you can track conversion and better understand your audience’s interest and intent.

How To Use The CTA tool

The CTA tool comes in two flavors, “always on” and “end of the webcast.” Both are useful in different situations. Let’s take a look at them now.

CTA, Always On

Available for live, simulive and on-demand webcasts.

With this method, the tool appears as a window in your webinar console. The colors, text, background image and CTA(s) are all fully customizable. It’s a great way to call attention to more of your awesome content and further engage visitors.

End of the Webcast

Available for live and simulive webcasts only.

At the end of the webcast, the other tools and windows will disappear, and the CTA(s) will take over the audience console. Think of it like the suggested videos you see on Netflix or YouTube. Similar to the always-on version of the tool, the colors, text, background image and CTA are all fully customizable. If you want to foster a bingeable experience, this is a great way to do it. No more dead ends!

So go ahead, jump into your ON24 engagement tool options and give the CTA tool a try. Be sure to let us know what you think!

How Marketers Can Break Through The Automation Noise

Today’s marketers are all about automation. And why wouldn’t they be? It empowers marketers to do more with less, helps campaigns reach a global scale and provides us with the time we need to come up with The Next Big Thing. But the problem with marketing automation today is that everyone is doing it — and almost everyone is doing it poorly.

For example, how many times have you seen an email in your inbox address you with the good old fashioned “Hi [ENTER NAME],”? Or how many times did you get a follow-up email explaining that, oops, the previous email wasn’t meant for you? Automation can make marketing so easy that we literally forget about the human at the other end.

Buyers Want Personal

Let me throw some numbers at you to ensure this point hits home. According to an ON24-sponsored report from Harvard Business Review, four out of five marketers say they value human and personalized interactions over automated interactions. But those same marketers say the digital tools they use make it difficult to build genuine human interactions. In essence, we love personalization, but the everyday tools we rely on get in the way of building genuine connections.

And there are other reasons why marketers need to prioritize personalization. One great reason: personalization pays. According to a 2018 MarketingProfs study, marketers found a 19 percent increase in sales when businesses personalized web experience for a target account. In addition, a 2016 McKinsey study found personalization actually helped to cut acquisition costs in half.

So where does automation fit into all of this? Digital marketers are starting to understand how to make the most out of the marketing automation technologies they have and use them for a singular purpose. That purpose, from what I’ve seen at countless conferences and have discussed in just about as many conversations, is a better overall marketing experience. When used in service of a higher purpose, and combined with the right digital tools, automation can become the engine behind great, engaging, and genuine, experiences.

Marketing Automation Where It Counts

Take, for example, landing pages, the beating heart of many digital events. Under the right conditions, marketers can use automation to eliminate form-fills, one of the most tedious and registrant-repealing parts of signing up for digital events. We did this recently at ON24 and by getting rid of that small tedium — putting in names, numbers and email addresses — we crafted a better experience for return attendees and collected more accurate data in the process. This little experiment-in-automation was so successful, in fact, that we managed to see a significant jump in the number of registrants for a webinar series than we normally see.

The real way to harness the power of marketing automation is to pair it with interactive marketing tools, like webinars, that help you to build experiences and give you the ability to capture every action a prospect takes, assess that activity and share it with the sales team. There are two main reasons why recording and assessing activity is so great. First, it helps marketers hone in on their best leads and better understand audience behavior — creating the foundation for better deals and better content. Second, and best of all, feeding these qualified leads straight to sales provides a seamless conversation.

From Noise to Engagement

Webinar platforms can capture every click, question, download and more. This type of behavioral data will give you a much better picture of who your best leads and what their primary interests are. But that’s not all! By combining this webinar data with marketing automation and CRM systems, we can place these leads with this powerful conversational context into the hands of salespeople. Instead of following up on a webinar, salespeople are following up on a question, a download – even a theme if a prospect is watching a series of particular webinars — they’re continuing a conversation instead of trying to start one.

If you take a look from a 30,000-foot perspective you can see the big picture: that marketers and salespeople are starting to shift away from technology just for the sake of scale and towards technology for the sake of building an experience that converts. That’s something great. That’s something tangible. And that’s something that has to happen if we’re to get the most out of automation today.