Webinar Benchmarks Report Covid-19 Special Edition: How Businesses Drive Digital Engagement in a WFH World

Over the past few months, marketers, salespeople, educators, managers and nearly every possible position you can think of has moved online and started working from home. From meetings and classes to company all-hands to — somehow — happy hours, everything is happening virtually.

They’ve also been happening through webinars. During April of 2020, the peak period of Shelter In Place in response to COVID-19, ON24 has seen a drastic jump in the number of webinars hosted on the ON24 Platform. For example, marketing-centric webinars in April 2020 have increased by 8%, a noticeable jump. But educational webinars have exploded by comparison; training and continuing education, for example, have leaped by 11% and 22% respectively.

Want to learn more about how webinars have changed after COVID-19? Check out our Webinar Benchmarks Report now.

An Amazing Webinerd Network

A webinerd and her community dancing happily in a virtual circle

The most impressive development by far, though, has to be how the ON24 network responded to our Covid-19 widget. Over the course of 60 days, we promoted a bespoke CTA widget to help raise funds COVID-19 response. During those 60 days, nearly 100 webinar producers incorporated the widget into more than 350 webinar events. That one widget reached more than 80,000 webinar attendees and drove more than 50,000 clicks — a 63% conversion rate in support of COVID-19 relief.

Let that sink in for a moment: one small button drove more than 60,000 clicks, for an average of 143 clicks per-webinar. And all contributing to a single cause: raising funds for the COVID-19 Solidarity Relief Fund.

What other neat stats did we see? Let’s take a look:

    • Triple-digit increases in the overall number of webinars and the live attendance and engagement within those webinars
    • More registrants convert to attendees than before, with a 53% conversion rate for webinars with more than 100 attendees
    • Ninety percent of webinars in April 2020 made use of the Q&A engagement tool
    • Finally, more webinars than ever are making use of video, with 55% of all live webinars featuring some kind of live video in April 2020

Great Digital Experiences Everywhere

But it’s not just the numbers behind the webinars that excites us. It’s the variety — from dance parties and conference DJs to full-blown multi-day conferences — and how they’ve been set up to make attendees feel like rockstars. Take Drift’s recent RevGrowth Summit for example: not only did they bring together sales and marketing professionals for two days virtually, but it even got a DJ to host its virtual after party:

Another company, Hoosh, managed to put together a whole virtual club:

But it’s not all typical conference fun-and-games. Organizations have rapidly adapted to the digital-first era, moving would-be in-person events online at a breakneck pace. For example, Fitbit completely revamped its event marketing strategy and transformed its trade show booth into a virtual experience complete with resources, direct chat with salespersons and even swag.

DOMO, too, made a major pivot, and translated its major event, Domopalooza, online in less than two weeks.

Community Done Right

More than anything, though, we’re impressed with how webinar practitioners have taken the initiative and adapted to today’s digital world. Time and time and time again we’ve seen the #webinerd community step up and create engaging digital experiences from even the most challenging of environments (our own homes, for example):

Three Law Firm-Inspired Webinars You Can Use Now

It’s no secret that law firms around the world are stepping up thought leadership to guide clients through the global COVID-19 pandemic. At ON24, we’ve seen a significant increase in webinar programming over the past few months as more and more firms seek to help clients navigate the rapidly evolving business climate of today’s uncertain times.

Think this article can only be applied to law? Objection! Read through and discover three new formats you can apply to your marketing program. (Disclaimer: This article was originally published on JDsupra.com. Shared with the author’s permission.)

And we’ve seen three types of programs that stand out as particularly effective. These are the webinars your lawyers should start producing today:

1. Programs that Bring in Experts

Inviting experts to present in webinars is a good way to deliver insightful perspectives on the top-of-mind issues that affect your clients. That’s what Norton Rose Fulbright does in its webinar Global pandemic, 9/11 and US businesses: Legal and political risks of doing the ‘right’ things wrong during an emergency. In this case, the expert happens to be a Norton Rose lawyer, but there’s no denying that George Pataki, the former governor of New York who was in the office on 9/11, brings valuable context to the discussion of what to do – and not do – during a crisis.

…your audience will appreciate the expert’s perspective, and you’ll enhance your reputation as a firm…

Centered around a discussion of how companies can benefit from the Coronavirus Aid, Relief, and Economic Security Act – the CARES Act – Governor Pataki offers practical direction on anticipating the effects and alleviating the risks of the COVID-19 pandemic, particularly when seeking relief from the federal government.

Consider bringing in a local, state, federal, or foreign government official or an industry insider to add insight to your legal and strategic analysis. Your audience will appreciate the expert’s perspective, and you’ll enhance your reputation as a firm that can deliver relevant guidance from expert sources.

2. Programs that Help Your Audience Meet a Specific Need

Getting continuing education credit – CLE for lawyers, CPE for accountants, CEUs and PDCs for HR professionals, and more – can be challenging under the best of circumstances, let alone in the midst of a global pandemic. That’s why it’s imperative for law firms to offer programs that help their clients meet requirements for ongoing professional development.

For example, Ulmer & Berne recently put on The New Restrictive World of Business Immigration: Strategies to Hire and Maintain Foreign Talent, a webinar outlining recent immigration developments relevant to employers. The program was designed for both lawyers and human resources personnel, so Ulmer provided both CLE and HRCI credit.

…offer programs that help clients meet requirements for ongoing professional development.

Not sure exactly which types of certification are necessary for your clients and their personnel? Ask them. They’ll welcome your interest and – more to the point – they’ll sign up for your continuing education webinars to earn the credits they need to maintain licenses and professional standing.

3. Programs that Provide Practical Advice for Responding to Complex Issues

The uncertainties of the COVID-19 pandemic – the impact of social distancing on the global economy, the challenges of meeting contractual obligations, the cost of employee furloughs and layoffs, the timeline of quarantines and lockdowns, to name but a few – make up some of the principal worries that “keep clients up at night.”

…your clients need practical advice that guides them through the risks and challenges of doing business…

Lawyers are well positioned to alleviate those concerns with programs that offer practical advice and pragmatic solutions for responding to the crisis. Like those who present WilmerHale’s webinar on Contract Issues in Light of the COVID-19 Pandemic, offering an in-depth look at the potential effects of the pandemic on existing and future contracts.

Now more than ever, your clients need practical advice that guides them through the risks and challenges of doing business in these unprecedented times. Focus your programs on specific measures they can adopt to reduce uncertainty and position themselves for recovery when the crisis has passed.

11 Excellent Questions for Your Post-Webinar Survey

In today’s data-conscious age, we all know that it’s critical to gather attendee feedback after your webinars. What’s not so clear? The best survey questions to ask that will 1) provide the meaningful data you need to improve the quality and responsiveness of your programs 2) understand your attendees and deepen the relationships you’ve begun with them

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

Here’s a robust, post-webinar survey used by one of our clients that serves as a great template for follow-up.

I like it because it provides three specific pieces of audience feedback that you can use to make your programs better: their views on the value of the webinar, the knowledge and skills of the speaker(s), and the likelihood that they will recommend your program to colleagues (the ‘net promoter score’). Note that, when it comes to surveys, timing truly is everything. More on that below.

Pick and choose among these, or consider using all:

[Event Name] Feedback

Thank you for attending [Event Name].

Your views on the program are important to us. Please provide feedback on this session by completing this survey.

1. What percentage of the information was new to you?

Select: 100% 75% 50% 25% 0%

2. I can use this session information:

Select: Immediately In 2-6 months In 7-12 months Never

3. Would you like to learn more about this topic?

Select: Yes No

4. Please rate the speaker’s knowledge of the topic:

Select: Excellent Good Fair Poor

5. Please rate the speaker’s presentation skills:

Select: Excellent Good Fair Poor

6. Please rate the content of the slides/virtual aids:

Select: Excellent Good Fair Poor

7. How accurate was the session description?

Select: Excellent Good Fair Poor

8. How did the session compare to your expectations?

Select: Excellent Good Fair Poor

9. Overall session evaluation:

Select: Excellent Good Fair Poor

[If relevant: Additional comments about the breakout:]

10. How likely are you to recommend this session to a colleague? (with 10 being most likely to recommend)

Select: 0 1 2 3 4 5 6 7 8 9 10

11. Please rate your overall experience:

Select: Excellent Good Fair Poor

You can of course ask other questions to gain further insight into the needs and interests of your audience. Keep in mind, though, that longer surveys – those that take more than a few minutes to complete – typically generate fewer responses, so if you’re looking for different feedback you may want to swap out questions rather than tacking on new ones.

Remember: with follow-up surveys, timing is everything

Webinerd social media

Mention the survey – and ask people to fill it in – just after the presentation has concluded, right before you start Q&A.

Your attendees are engaged, they’ve either asked questions and are waiting to hear them answered, or are ready to participate in Q&A. The worst time to first mention a survey is in an email when the webinar concludes. By then, your audience is completely disengaged. Recipe for success: mention the survey at engaged moments in the webinar and send soon after.

Some additional questions to consider:

  • How could we make the program better ______________________________

The answers help you identify improvements you could make to your webinars in general and the current presentation in particular.

  • Takeaways: What was your single biggest takeaway? ____________________________________

Responses to this question will confirm you’re focusing on the right issues and/or identify modifications you might want to make to the substance of your webinar.

  • Length / pace: The [length / pace] of the webinar was: Too Long/Slow / Just Right / Too Short/Fast

Questions on the length and pace of your program can help you understand how to adjust the delivery of your insight to make the session more relevant and interesting to your audience.

  • Additional interests: What would you like to see next? ___________________________________

This question is a good one to include because it helps you align your content calendar to the actual interests and needs of your targets.

  • Reasons for attending: Why did you attend today’s program? Required for job / Interesting Topic / Knowledgeable Presenters / CLE

While it doesn’t need to appear on every survey, this question can help if you’re trying to understand what motivates your audience to sign up for your webinars.

  • Prior webinars: Have you attended any of our webinars in the past? If so, which ones?

This is a useful question to include when you want to find out how well you’re attracting new participants to your programs.

How Atlassian Serialized its Stellar Virtual Summit

COVID-19 turned our in-person event world upside down and created a frenzied transition to virtual events. But, there is a silver lining that makes this rapid transformation, and hours of work, worth it. Now, all that virtual event content is automatically ready for a digital replay, adding more flexibility for audience consumption and maximizing marketing ROI. So, how do you successfully turn a virtual event into an ongoing digital campaign?

To find out, we took a look at the Atlassian Summit Webinar Series 2020. Why? Because Atlassian took a creative new approach to virtual summits — one that shows us all how to take single-day virtual events and turn them into an ongoing series over time.

Turning the Atlassian Summit into a Webinar Series

To start, Atlassian created a webinar series featuring popular sessions and never-before-seen talks from its annual conference. Topics included the latest teamwork and technology trends, insights from industry experts on innovative new ways to work, and detailed information on how leading companies are using Atlassian to drive change.

The Atlassian Summit Webinar Series began in mid-May and lasts until August 4. Each week, usually on a Tuesday or Thursday depending on your time zone, there is a webinar about one of five topics:

  • Teams and Future of Work: Productivity is an art and a science. Learn how to get work done efficiently and start completing your to-do lists.
  • Business Transformation: Scale and improve remote collaboration. Learn how to utilize the power of the cloud, data center, and change management.
  • IT: Deploy, operate and support your services with speed and reliability. Learn how to optimize for high-velocity ITSM while embracing agile and DevOps.
  • Agile: Learn how to build thriving agile teams, practices and products that keep everyone on the same page while adapting quickly to change.
  • Developer: Enable your teams to bring software from idea to production faster with better results, and learn about modern development practices.

Each of these categories features two to five webinars throughout the summer, with each event being made available on-demand after its live date through the event website. Once registered, attendees can create their own agendas based on the webinars that interest them.

So you may be wondering what you can do to set up your virtual event in a similar way. We’re going to examine how Atlassian organized the five themes of the summit, how it’s using webinars, and how it’s promoting its event.

Spreading out Topic Tracks Across Months

Atlassian split its IT, developer and business transformation discussions for maximum impact. Each topic track features two sessions spread apart over months. For example, its first IT session was held on June 2 in North America. The second session will be held on August 4.

Any organization can spread out a single theme over multiple events —  and they ought to for big-ticket summits. Doing so gives the event host more time to prepare, incorporate feedback and refine the discussions that audiences crave. For Atlassian, it also provides attendees with the time and opportunity to go between tracks and sessions and truly get a holistic view of each track interfaces with the other and how other teams approach problems and develop solutions.

Diving into Big-Ticket Topics

The other advantage of spreading out a summit over a summer is that it provides hosts and attendees the time and focus they need to dive into big-ticket topics. Take Agile project management for example. If you run a quick Google search, you’ll net more than 140 million results. Professionals want to know what it is how to operate on its principles.

To help them, Atlassian put together four webinars on the subject, each providing a new opportunity to dive deep into the topic. Atlassian’s first Agile session aired in early May, but the remaining three webinars are spaced two to four weeks apart. These cover various topics like how to survive the transformation to business agility, how to focus on the outcome for agile metrics, and how to work within a business where some teams are agile and others are not. Atlassian gives its topic, “Teams and Future of Work,” the same treatment with five total events.

Excelling with Simulive Experiences

All of the webinars in the Atlassian Virtual Summit Series are offered in three time zones: Pacific Daylight, Central European Summer and Australian Eastern Standard.

Of the presentations that have aired at the time of writing this article, all were presented in a Simulive format where the presentations are pre-recorded, but interactions with the speaker are live through engagement tools like Q&A and chat. Of course, all webinars and discussions are available on-demand after the last scheduled airing because attendees can attend the summit at any time.

Promoting the Experience

Atlassian makes it easy for registrants to attend its virtual summit. The event is promoted on multiple social media channels, its website and through email nurturing.

Social Media

Atlassian makes expert use out of its social media channels to drive awareness and excitement around its event. Its Facebook Page provides a great example, where its social banner features event branding and timing.

When scrolling through the page, there are informational posts about the different topics and reminders that a session is starting soon.

Atlassian also promotes individual presentations as they come up through social media posts on Facebook, LinkedIn and Twitter.

Emails

Emails are probably one of the most essential tools for running a virtual event. They promote, coordinate, remind and keep events running. Each registrant should receive an email confirming they’ve signed up for the selected presentations. This is a standard, but important step because it both confirms what the attendee has signed up for and provides them with the opportunity to make any adjustments they’d like to make, if necessary.

Another important email tactic is to help registrants remember when to log into the presentation by sending a reminder email. Often, this email can be sent an hour before the event starts. Also note, the Subject Line is a direct reflection of the content of the email, which is a tip we feature in our Email Best Practices for Virtual Events article.

12 Amazing Tips to Boost Webinar Registration and Attendance

“How do I drive reg and boost attendance?” is the question every webinerd asks themselves and, quite frankly, us at ON24 as well. Fortunately, we have data on our side. Here are some tips and tricks you can use in your webinar marketing strategy today.

Drive Registration Through Emails

1) Sending Promotions

Start sending your promotional emails two weeks in advance. This provides you with optimal time to capture attendees during the run-up to your event. Typically, you ought to send three to four promotional emails. Make sure each email is different from the other — you don’t want to annoy your recipients!

When it comes to emails, make sure you stagger HTML and Plain Text email sends. HTML can look great, especially during the run-up to a big webinar you have planned, but text emails offer a personal, human touch that you cannot forget. Humanize your text emails as often as possible by addressing the recipient by name, and having the featured speaker sign off (see example below):

Finally, don’t forget to send an “On-the-Fence” email. Send your final promotional email the day of the webinar to people who’ve opened previous emails, but did not register. (Kudos to the speaker if they write these themselves 😉.)

Here are a couple of other tips Chief Webinerd, Mark Bornstein, highlighted in the webinar “Keys to Driving Webinar Registration and Attendance”:

  • Acknowledge interest without being creepy
  • Keep plain text for personal approach
  • Tease out content

2) Personalizing Emails

Personalization means not only adding a human element to your emails, but knowing who your audience is and what types of emails they ought to get. For example, if you have multiple target segments that you want to reach, make slight copy changes so each email is tailored to each respective audience.

Personalization can get complicated quickly, especially if your campaign contains different industries in different timezones for the same virtual event. You’ll need to know how you can address and differentiate between prospects, customers, verticals, funnel stages and more. Check out this blog for more tips.

3) Test, Test, Testing!

Testing emails is the spice of the marketer’s life. Establish a few hypotheses and set up some A/B tests to see how they bear out. For us, we usually test everything from layouts and emojis to subject lines and time of day. Just be sure to focus your tests on one element at a time. That way, you can carry over what works.

Here are a few examples of what we’ll play with:

Different layouts

VS

Emoji vs No Emoji

Note: If you’re using Marketo, you’ll have to generate a code to add an emoji to the subject line. I use Subject Line Assistant 

Different Subject Lines

Social Media Promotions Done Right

Webinerd social media

Social media promotions should start at the same time as your emails. This allows you more space for you to share your event. When promoting to social, don’t forget to shorten URL links to registration pages through services like bit.ly and others.

4) Hashtags

If you’re going to use a hashtag (and you should, especially for a recurring series), just remember to be consistent in its use and incorporate other popular hashtags to reach targeted audiences.

5) Scheduling Posts

Make sure you set your promotional posts to fire at least once a day during the run-up to your event. Also, make sure to incorporate creative images. Each image posted should be consistent (no stock photography!), and designed for the social media site where it’ll be posted. Check out this asset guide checklist for more help or watch this quick webinar to learn more!

Finally, take note of when and where your social media posts are being published. For example, a message posted at 11 a.m. EST does little to help promote an event running at 2 p.m. in Australia.

On-Demand Nurture with webinars

Webinerd on demand

6) CTA for the Next Event

Every content touch is an opportunity to promote your next event. Make use of your webinars to promote your next event with interactive tools like ON24’s CTA widget. You can also promote the next event you want to drive attendees to in your follow up email.

7) Content Centers

Content centers are another great way to provide your website visitors with the opportunity to sign up for your event. Add an upcoming events page or create pre and post webinar blogs that add opportunities for registration.

Speaking of registration, make sure you make it easy for prospects and customers to say “yes.” For example, formless registration provides a seamless, one-click registration experience audiences love. Keeping sales teams abreast of marketing activities can also expand your event’s reach — especially if you arm them with social media and creative assets they can use on their own time.

8) Nurture with Webinars

Finally, a lot of energy goes into producing a successful webinar, so don’t let that hard work go to waste! Create nurture streams for your best evergreen webinars. That way, audiences across the buyer’s journey can get a rich, branded experience. You can even bundle up similar webinars and re-use them in a mini-series or package a set of webinars as a guide or lesson plan.

Converting Registrants to Attendees

Webinerd guests

Registration seems hard, but it can be easy in comparison to driving attendance. As you work to turn your would-be attendees into actual attendees, remember: every audience is different, so once again…test, test test!

Here are a few things to keep in mind:

9) Play around with reminder emails

Reminder emails are your best friend when it comes to driving attendance. Most registrants will forget they’ve signed up for an event and need a little nudge to attend! Just remember to send different reminders to different groups at different times. My favorite times to send reminder emails are five minutes before or after an event starts or exactly when the event starts.

When you send a reminder email, you have two choices: personalized or generic. Personalized emails ought to come from a person involved in the webinar (typically the host). Generic emails should be short in copy and straight to the point: attend.

10) Personalized vs Generic Reminders

For these two emails, I tend to do a 50/50 split the day of your webinar. Send one quick note from the speaker to one half and a generic email to the other. Here’s an example:

VS

11) Incentivize Attendance

Depending on what the goal for your webinar is, you can incentivize attendance with prizes, unique downloads or even locked or privileged information. Just make sure you let people know in advance that anyone who attends will have opportunities to either win prizes (swag) or get exclusive content during the live webinar.

12) Play with your Webinar Dates

At ON24, we typically hold webinars on Wednesdays at 11 a.m. PT (2 p.m. ET). Thursdays are another great time, but when you host an event is really up to your audience. We’ve found that  Fridays are starting to prove successful as well. Play around and find out when your audience likes to tune in.

Don’t forget: audiences can attend your webinars at any time. Make sure your webinars are pushed to on-demand so would-be attendees can tune in when they’d like. We find the best results for on-demand events happen when you make post-event viewing possible within 24 hours of the live broadcast.

And that’s it! Just remember to have fun and experiment with your webinars to hone in on your optimal path to registration and attendance.

Insight50: What’s up with B2B Marketing Operations?

This month’s Insight50 session will be on B2B Marketing Operations – Using People, Process, Tech and Data to Maximize Revenue. Whether your company is just getting started or you’re looking to take your marketing operations team to the next level, sign up to the session to get your questions answered.

Technology has provided B2B marketers with the ability to deliver results that would have been unfathomable a decade ago. A single marketer can reach many thousands of prospects and win their attention in just a single day’s work. But as covered in ON24’s e-book on The Engagement Imperative, it’s all too easy to use technology poorly – and switch buyers off as a result. Plus, with all the potential technology available, it can be a challenge to make the most out of what’s available.

The development of marketing operations has come about to help address this issue, but for many businesses it’s still early days. Ahead of the webinar, here are a few key points to provide some food for thought.

Great marketing operations can deliver a great customer experience

When thinking about marketing operations, it’s easy to think of the benefits that arise internally. Just a few might include:

  • Freeing other members of the marketing team to focus on messaging, creative and content rather than spending too much time on making systems work properly.
  • Using prospect data to automatically trigger timely and personalized marketing campaigns that increase the number of marketing qualified leads.
  • Having leads pass seamlessly and instantly to exactly the right salespeople.
  • Being able to connect opportunities within a CRM system back to marketing, helping to prove its value and contribution to revenue.

However, there’s another more important benefit – being able to deliver great customer experiences at scale. For example, effective marketing operations can help with the following:

  • Making sure that prospects and customers only receive high-quality communications, based on well-maintained and accurate data, rather than irrelevant approaches.
  • Enabling better conversations with sales and customer success teams by sending key insights and conversation points through to CRM systems.
  • Ensuring prospects and customers are served as soon as possible by reducing the workload on team members that need to engage with them.

Many B2B marketing leaders feel underprepared

Despite the potential that effective marketing operations offers for outsized results, a study by Sojourn Solutions and Econsultancy found that about one-third of senior executives at companies with marketing operations in place feel that marketing isn’t yet aligned to key business outcomes such as total revenue contribution, market share or customer lifetime value.

A contributing factor to this challenge is that only one-quarter of these senior executives feel their marketing operations teams “fully” possess the knowledge and skills to support all functions expected of them.

It’s more than the tech – the right people are critical

Even the best marketing technology doesn’t do the work itself. Connecting multiple different systems, ensuring that data flows accurately and aligning technology and processes all requires significant expertise. Furthermore, soft skills can be just as important when it comes to bringing together stakeholders from outside of marketing to help drive the best possible results.

Although building a top-performing marketing engine isn’t easy, when the pieces fall in place there can be outsized results. One only needs to look at examples such as Sage Intacct – which drives 50% of its pipeline opportunities through automated daily webinars – to see what is possible.

To find out more, and ask your questions, make sure to sign up to our Insight50 webinar on B2B marketing operations.

Insight50: Takeaways From Our Scrappy Marketing Session

June’s Insight50 session was on driving results with scrappy marketing – where we provided fellow Webinerds with 50 minutes of expert insight and answered the questions about your scrappy marketing.

Below is just a brief wrap up of insights from Marc Hansen at Workfront, Nick Melton at Verint, Simon Hurrell at The Croc – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

Nearly all (91%) of this session’s attendees said they are feeling at least some pressure to deliver more results with fewer resources. That’s one area in which scrappy marketing can help — getting a campaign out quickly, with fewer resources, so you can see the results quickly and make necessary changes right away.

So, what insights did the panel members have to help marketers run their own scrappy campaigns? Here are just a few points they shared.

Why Should Marketers Get Scrappy?

Getting your marketing out there quickly and, perhaps, less perfectly has its advantages. Audience members said they are seeing reduced costs, more content and campaigns being launched and faster learning from their scrappy marketing campaigns.

For Marc’s organization, the emphasis is on getting more done, with fewer resources in order to get results faster.

“With my team, we try to enable a culture where it’s fail fast, right. We want to get more done. We’re being asked to deliver more with fewer resources. So, how do we move the needle for the business in the most effective way? It comes back to scrappy marketing, right? What are the things we can do to repurpose content, get more out of the assets we create and generate more responses and qualified pipeline for our businesses?”

While scrappy marketing is a go-to strategy for start-ups, larger organizations can benefit from the practice, as well – a point covered in our blog series where we discussed how to get your team to buy-in to scrappy marketing. Simon spoke about how large businesses can use scrappy marketing to test out changes they wish to undertake:

“For large organizations, it comes down to really wanting to change the culture within that organization. A lot of our clients are really ambitious with wanting to change, not only how its teams execute, but how the organization sees the value of markets or the bottom line. And scrappy gives us the ability to quickly test ideas and bring them to market without necessarily having a fully-fledged strategy that’s taken three or four months to build out with the right data and insights.”

You Need Data to Be Scrappy

The majority of webinar attendees say they assess the results of their campaigns as they come in or on a fixed schedule. Regardless of when marketers are looking at their data, the important thing is they are accessing it and looking for insights. According to Simon, you need data to do scrappy marketing properly.

“If we haven’t got data, we can’t work quickly. To do that, you need to have an agreement about what you want to measure at the beginning of your adoption for this methodology and making sure you’re then just refining and adding to that as it goes through.”

Indeed, there are many data points you can use to measure your webinar’s success. Nick’s has found that his organization has benefited from webinars in their scrappy campaigns because of the data they bring in, not to mention the continued benefits of the on-demand feature webinars provide.

“I can’t speak highly enough about what on-demand gives us. Coming back to that concept of repackaging and not being afraid to go back and use a webinar that’s six months old because the content is still going to be relevant.”

Three Quick Takeaways

After covering a lot of ground about being scrappy with your marketing, the panel ended with a few words of wisdom.

Marc focused on content and finding ways to make the most of what you have.

“I think it comes back to repurposing content and or different campaigns. I would think through what are the little things I can do to get more mileage out of this piece of content or this campaign, whether it’s a webinar or a white paper or an event. There are lots of ways to leverage content to generate more leads.”

Additionally, Simon reminded us that, to do scrappy marketing properly, it’s important to focus on a specific audience instead of trying to engage an array of stakeholders.

“Focus on one particular audience, really understand how you can engage them, what type of value add you want to bring to that particular engagement and how you want to move them forward. Don’t think about trying to cover every single scenario, in every single channel, focus on the channel where your audiences are and then make sure you will find something of value to give to them.”

Speaking more specifically about the international market he works in, Nick referred to something important that we learned just a couple of months ago from our Insight50 Simplifying International Marketing webinar and holds true when it comes to getting content out there quickly:

“In an ideal world, you would translate everything into French, Spanish, German, but the reality is, that’s not going to happen. So, don’t be afraid to have the end and assets in English, but make sure the email or the landing page is done in the local language.”

Hear more on our Insight 50 session

The quotes above are just a small sample of what was discussed and answered on June’s Insight 50 session. Make sure to register to watch on-demand and find out how your organization can take advantage of scrappy marketing.

Webinar Best Practices Series: On-Demand Webinars

So, your webinar is over and it’s time to move on to the next project, right? Wrong. There’s still a lot more you can do with your event with on-demand webinars, content repurposing and more. Here are a few tips for what to do after your webinar.

ON DEMAND PUTS YOUR AUDIENCE IN CONTROL

With the right on-demand strategy, your best webinars can live forever. Convert your webinar to on-demand assets right away to allow your customers and prospects to engage at their convenience post-event. Make sure you provide the same interactive functionality as a live event. Follow up with prospects to let them know your webinar is now available on-demand, then promote your event to drive registration.

Keys to Building a Webinar On-Demand Strategy

Want to increase your attendance by 30% without having to do any more work? Sounds too good to be true, but that’s the beauty of on-demand webinars. Once your webinar is over, the content and engagement continue. Get our guide to make your webinars live on.

MAKE THE MOST OF POST-EVENT FOLLOW-UP

Show your audience some post-event love. Keep them engaged with an effective follow-up strategy. At the very least, you should thank attendees for coming, and let them know the event is available on demand. Remind them that you are available to answer any questions, promote upcoming events and recommend related content.

Bring Your Webinars Back from the Dead

For a marketer, there’s nothing more depressing than letting resources go to waste. So, keep your webinars flourishing, turning the content into other assets or simply repurposing the live version as an on-demand webinar. Our Chief Webinerd Mark Bornstein explains how to revive your webinars and reincarnate the content.

DO MORE WITH YOUR DATA

Congratulations, your webinar was great! Now, use what you learned to zero in on your most engaged prospects, and share a detailed profile of their behavior with your sales team. Qualify leads by using engagement to uncover a prospect’s intent and readiness to buy before passing them onto sales.

Better Engagement, Better Leads

You know that moment when you get an email that starts with, “Hi [insert name], your [insert company]” and all you want to do is delete? We share your pain. It’s time to stop treating leads as data points and start engaging them as people.

Webinar Best Practices Series: During Your Webinar

There’s a lot of activity that goes into crafting a webinar. But what are you supposed to do when you host that webinar? Well, we have a few tips for you. Learn what to do during your webinar and take your first step to becoming a #webinerd.

PRESENT LIKE A PRO

You’ve got your killer content, your presentation is knock-it-out-of-the-park gorgeous and registrations are rolling in. Now you need to make sure you’ve got a well-rehearsed, energetic and engaging presenter that can bring it all to life. Your presenter can be someone internal or a third-party speaker, but they must be an expert on your chosen topic and a well-rehearsed public speaker. If you’re using a first-timer, informal formats like roundtables or coffee chats can help take the pressure off. Once you have everything and everyone in place, practice. Then, practice some more. When it’s showtime, speak slowly and clearly, make eye contact with the camera (not your computer screen) and smile.

How to Become a Superstar Webinar Presenter

A webinar is your time to shine. Rise to the occasion by following the example of our own webinar superstar Mark Bornstein. He’ll share practical advice based on his many years in front of the lens.

INVOLVE YOUR AUDIENCE

Give your audience a voice during your webinar by inviting them to share ideas, provide feedback and brainstorm. Open the floor to Q&A, and break up your slides with surveys and polls. Encourage attendees to spread the word on social media, and provide hashtags to help them do it. Get everyone talking, and keep the conversation going even after your event ends.

The Art of Becoming a Great Webinar Presenter

Whether you’re a webinar superstar in the making (see above) or a behind-the-scenes Spielberg who wants to make the most of their on-screen talent, this guide can help you understand how to host a webinar that people love to watch and want to share.