Matt Heinz on How Marketers Can Drive Engagement and Take Action at Webinar World 2019

The expectation that marketers must do more — drive more engagement, create more interactions, push more messages — grows every day. But the resulting content and connections aren’t built on a genuine relationship. Instead, they’re built on noise.

It’s time to take a moment and reassess how quality engagements happen today. That’s why we’re inviting Matt Heinz, President of Heinz Marketing, to Webinar World 2019.

During his keynote session, Matt will share a few tips, founded on new research, about how marketers can drive real B2B engagement in a hyper-competitive landscape. During Matt’s session, you’ll learn:

  • About ground-breaking new research on marketing today
  • An actionable framework for planning and executing marketing
  • A practical approach that crafts the relationship your prospects and customers want from — and with — you

It all takes place on at Webinar World 2019 on Wednesday, March 13 at 9:00 a.m. Click here to learn more.

6 Great Sessions at Webinar World 2019 for Demand Gen Marketers

Emails, paid, organic and making sense of it all — demand generation marketers have a lot on their plates in this day and age. To help make life easier and guide demand generation marketers to the quality leads they need, we’ve selected a few Webinar World 2019 tracks just for them.

Check it out:

Demand Generation Sessions on Tuesday, March 12

Integration Deep-dive with Oracle NetSuite: How to Operationalize Webinars for Optimal Results

Tuesday, March 11, 11:30 a.m. – 12 p.m.

For demand gen marketers, what happens after the webinar is just as important as promoting and holding the webinar itself. Join Oracle NetSuite’s Deniz Dondero, Director of Digital & Marketing Campaigns and Bekkah Lyman, Sr. Marketing Operations Manager, for a deep-dive into using webinars to nurture leads and convert them into opportunities. Get a glimpse into the infrastructure they built that facilitates and enables it all.

You’ll come away knowing how to:

  • Integrate ON24 with marketing automation platforms
  • Use webinars to convert leads to opportunity
  • Seamlessly operationalize the process

Process Makes Perfect: Learn from Splunk’s Journey to 3,000 Live Attendees

Tuesday, March 12, 12:05 – 12:35 p.m.

Modern marketing takes an agile mindset. Through iterative testing and constant measurement, software company Splunk completely transformed its webinar process from clunky and manual to streamlined and repeatable. Join Splunk’s Joe Paone, head of Demand Generation and Global Campaigns, to hear the company’s webinar innovation journey.

You’ll learn how to:

  • Engineer a webinar process overhaul
  • Make iterative improvements
  • Automate manual processes

From One-off to Always-on: G3’s Blueprint for Building a Binge-Worthy Webcast Series

Tuesday, March 12, 1:45 – 2:15 p.m.

When was the last time you watched just one episode of anything? We’re clearly living in the Netflix era, and B2B marketers must seize the opportunity to feed their audience’s desire for binging. That sounds daunting, but, luckily, webcast series offers an engaging and efficient way to serve up a quick fix. Join G3 Communications’ Sheri Butts, marketing manager, who will share how brands like Demand Gen Report, Retail TouchPoints and Channel Marketer Report are creating webinar series to educate attendees, generate thousands of leads for their partners and satisfy their audience’s appetite for continuous, on-demand content.

You’ll learn how to:

  • Plan and program a webinar series, from thematic messaging and branding to templates and timelines
  • Promote multiple webinars, presenters and topics across channels
  • Keep driving leads with an on-demand webinar strategy

Demand Generation Sessions on Wednesday, March 13

From Awareness to Action: Workfront’s Full-Funnel, Multichannel Marketing Campaign Strategy

Wednesday, March 13, from 11:00 – 11:30 a.m.

Webinars are more than just a single event, they are a powerful mechanism for a full-funnel marketing campaign. Join Workfront’s Marc Hansen to hear how to use webinars as a driving force for a tentpole campaign, “Transform Your Work,” that engaged prospects and customers across every stage of the lifecycle.

You’ll learn how to:

  • Attract new leads with a top-of-funnel webinar series
  • Accelerate mid-funnel pipeline with webinars featuring products and case studies
  • Close deals and upsell customers with hands-on demos

Webinar Evolution: Learn How Genesys Innovated their Online Events

Wednesday, March 13, from 11:35 – 12:05 p.m.

The time of doing talking-head, slide-only webinar formats is over. Get outside the standard webinar box and join Genesys’ Ryan Grable, VP Global Digital Demand Generation and Liz Weida, Director of Digital Demand Generation, for a behind-the-scenes look at the tech company’s re-imagination of their webinars into different formats, new series and use across the funnel.

You’ll learn how to:

  • Utilize more features within a webinar
  • Create new webinar event types and formats
  • Reshape webinar content for different audiences and channels

Wednesday, March 13, 1:15 – 2:45 p.m.

From Ad Hoc to Centralized: PTC’s Method for Creating a Webinar Center of Excellence

Webinars are an important channel in a multitouch campaign, and it’s just as important to build an infrastructure to efficiently turn that channel’s volume up or down in a turnkey way. Join PTC’s Mike Marshall, Digital Experience Optimization team for a walk-through of their centralized method for dialing up the webinars, and the leads, for hundreds of marketers worldwide.

You’ll learn how to:

  • Centralize the execution and integration of webinars
  • Support large marketing and sales teams worldwide
  • Institute global best practices for using webinars to drive demand

Webinar World 2019: David Nihill and Why Laughter Drives Engagement

Humor is a critical tool modern day communications, marketing and content creation. Why? Because a dose of humor can capture audience interest, making you (and your message) memorable and more persuasive.

David Nihill, speaker, author and stand-up comedian, will share his journey from a person terrified at the prospect of public speaking to an award-winning comedian at Webinar World 2019. During this keynote speech, David will explain why humor can make marketers shine, how it can add value to content and how it can help companies connect with customers on a level that inspires loyalty.

In this highly energetic, engaging and funny talk, you will learn:

  • The elements of funny by deconstructing the comedy process
  • Easy, actionable steps from world-leading campaigns, speeches and more
  • How to translate comedy principals to marketing tactics

Hear what David has to say about comedy and marketing at Webinar World 2019 on March 12 and check out his book, “Do You Talk Funny?” on Amazon.

At Webinar World 2019: Mika Yamamoto and Turning Engagement Into Revenue

Craft, adjust, finalize, publish. Then hope. Getting content out there is a process in and of itself, but capturing attention and driving revenue? At times, it just seems like it’s not a part of the process. Well, it’s time to set things right.

To learn how webinar practitioners can engage and drive results today, we’re sitting down to talk with Mika Yamamoto, Vice President and General Manager of Marketo at Webinar World 2019. During this keynote conversation, Mika will discuss the elements of engagement with Jim Blackie, Chief Revenue Officer at ON24, and lay out how engagement impacts the bottom line.

During this discussion, you’ll learn how engagement impacts revenue — especially as account-based marketing and other advanced targeting tactics become the norm — and how these two critically linked elements fit into your overall marketing process.

Join us at Webinar World 2019 on Tuesday, March 12, at 11 a.m. at the San Francisco Regency Hyatt to learn how engagement becomes revenue and how marketing and sales can work together to make it happen.

ON24 Master Classes: Deep Dives into Engagement

Getting the most out of your webinar programs means knowing how to drive engagement and setting up systems for success.  And the best way to learn how to do both is with a community.

That’s why at Webinar World 2019, we’re offering two pre-conference master class sessions, collectively called Mastering ON24.

The Mastering ON24 pre-conference tracks will boost your webinar abilities, program and provide you with the tools to drive real measurable results. The sessions, running from 1 – 4:30 p.m. on Monday, March 11, will cover essential webinar techniques, expert opinion on webinar strategies and the inside view on how to use webinar data — all directly from the ON24 team!

Here are the two master class sessions in store for you at Webinar World 2019:

Mastering ON24: Webinerd Deep-Dive

If you’re ready to take your webinar strategy and execution to the next level, this session is for you. You’ll have a chance to go deep into Webcast Elite and learn expert tips to optimize your webinars and maximize results by learning:

  • Tips and best practices for webinar presentations, from delivering to on-boarding to managing
  • Using your webinar data to take action and inform campaigns
  • Creating different content experiences using webinars, from on-demand to personalized

Mastering ON24: Webinewbie Introduction

Accelerate your webinerd transformation with this introductory training. Learn critical techniques for setting yourself up for webinar program success.

You’ll learn:

  • Webinar project management 101
  • Best practices for running simulive webinars
  • Deep dive into widgets that increase engagement and collaboration

Mastering ON24 classes at Webinar World 2019 require a basic familiarity with the ON24 Platform.

How SAP Concur Rocks Its SMB Webinars

Our annual Webinars That Rocked event lets the webinar community reflect on last year’s top-tier webinars and provides them with inspiration for their own programs. So far, we’ve gone through great panels, fantastic slides and the elements of delivering great webinars.

When it comes to webinars, there are those with high interactivity and those with low interactivity. Typically, webinars with high interactivity stand out and perform better. And SAP Concur’s webinar, “Tips & Triumphs from SMB All-Stars,” is a case study in why.

SAP Concur Uses Killer Targeted Opening Videos

Let’s start at the beginning. SAP Concur uses a rare, but impactful, tactic: it provides viewers with an opening video. Opening videos are an easy way to quickly share relevant information about how to interact with a webinar, recount an ongoing series or point attendees to useful resources or websites not listed. They can also give viewers an impression of who you are as a company, provide customer testimonials and much more.

And that’s precisely what SAP Concur did. Its audience, SMBs, saw a video promoting the company’s Celebrating National Small Business Week. The video was tightly aligned with its target audience and provided a great lead to the main content — an in-depth discussion with successful SMB owners.

SAP Concur Keeps Its Webinars Interactive

SAP Concur ensures its attendees have every opportunity to interact with the webinar they’re in. The team provides attendees with opportunities to ask questions, take a survey, interact with panelists over LinkedIn and email and provides a variety of resources to download.

Why the focus on interactivity and why is it so important? Because executing on interactivity well keeps audiences engaged with your content and reduces the risk of them checking emails and more — which is easy to do in today’s hyper-connected world.

Useful, Always-available Housekeeping for Attendees

Housekeeping, when it comes to webinars, means guiding audiences through webinar basics tools. It lays out what attendees can interact with  — like Q&A, Twitter chat and more — how, and, sometimes, what they can expect to see later on in the webcast. Usually, housekeeping is the first thing presented to an audience.

SAP Concur did something different. Instead of offering housekeeping upfront, and interrupting the flow of the event, it used two pop-up tools to explain how attendees can interact with the webinar. These tips were available throughout the whole broadcast and made for a remarkably user-friendly webinar for a potentially non-tech savvy audience.

Instantly Available, Relevant CTAs from SAP Concur

The resources tool is one of the most popular and most used engagement tools on our platform. Often, it’s used to provide relevant, impactful information for attendees to consume.

SAP Concur continues this pattern, but it does it better than most. Instead of simply linking attendees to its homepage as a CTA, it sends them several relevant landing pages. The company’s Celebrating National Small Business Week? Landing page. More details on how Concur Expense works for SMBs? Landing page. Customer stories relevant to SMB owners? Landing page crafted just for them.

These corresponding landing pages answer every potential question an attendee could have for SAP Concur. That’s an ingenious, targeted use of one of the most used tools on the ON24 Platform.

With its combination of great opening videos, the constant presence of interactive tools, easy to understand housekeeping and killer CTAs, SAP Concur his another great entry in the 2018 Webinars That Rocked. Hats off to the team and we look forward to what they do next year!

Keep an eye on the ON24 blog for more insights and inspiration from the Webinars That Rocked 2018. Curious to see what a great webinar can do for you? Check out Webinars That Rocked on demand.

3 Ways Valeo Rocks Its Training Webinars

Good design can break the language barrier — especially good webinar design. Don’t believe us? This webinar by Valeo, a participant in the 2018 Webinars That Rocked, proves the case.

Valeo is a multinational automotive supplier and partner to automakers. To build its brand and provide a critical service to its main audience, the company provides face-to-face training. But in-person training are limited in nature, and generally can’t reach a large audience and maintain a one-to-one presence at scale.

To address these issues, Valeo uses webinars to promote its training. And it provides some of the best training webinars we’ve ever seen. How? Well let’s take a look:

Valeo Does Mixed-Media Training Right

Valeo structured its webinar to provide attendees with the clearest understanding of its subject as possible. For the company, this meant starting with a live video recording of its experts giving the lay of the course’s land followed by a series of slides diagraming the automotive parts in questions.

To make its diagrams digestible, and to stay on track with its course, the trainers used pre-recorded audio to explain what its audience is looking at. But here’s what makes Valeo stand out from the rest: the company cut to a video demo showing attendees the actual parts in question, how they interact with automotive parts and how the parts can be broken down. Once the demo ended, it cut back to its presenters for a live Q&A session.

Simply put: they optimized the educational webinar for a technical audience. It’s brilliant.

Certification For Attendees

So what’s at the end of the rainbow for Valeo webinar attendees? Well, a valuable certificate showing they’ve completed the company’s training. For professionals needing to maintain a license or prove they’re continuing their professional education, certificates are invaluable.

For Valeo, it only offers a certificate after its attendees watch the demo for 30 minutes. But, if it needed to, it could stipulate that attendees must also ask questions, participate in polls and more to receive credit.

Makes Resources Easily Available

Last but not least, Valeo provides its attendees with downloadable resources they can use. This ranges from the company’s online catalog and service portal to a downloadable .PDF laying out how to maintain a hybrid car, what parts they’ll need and how these parts interact with automobiles in general.

All in all, Valeo assembled a fantastic training webinar that really drives home how to translate face-to-face training to a digital environment. How it structured its webinar is well thought out and amplifies its educational content to attendees.

Keep an eye on the ON24 blog for more insights and inspiration from the Webinars That Rocked 2018. Curious to see what a great webinar can do for you? Check out Webinars That Rocked on demand.

The 7 Sessions That’ll Give Your Webinar Program Staying Power

How can you get more engagement from your webinars? Learn the tips, tricks and tactics that make webinars work at Webinar World 2019.

How does one create a webinar program from scratch? How do you gather guests, build a content library, set up webinar consoles and still have enough time to think? Well, you can find the answers at Webinar World 2019.

At Webinar World 2019, we’ll explore the basic elements and advanced strategies that go into creating a world-class webinar program in the Build Programs track. In the Build Programs track, you’ll learn how you can perfect your webinar emails, build trust with your audience, craft a binge-worthy webinar series and much more.

Check out the Build Programs track and plot out your visit to Webinar World 2019:

Tuesday, March 12

From Experimentation to Optimization: Hitting the Email Sweet Spot with Box

In the fast-changing tech industry, experimentation is critical to staying ahead of the competition. That’s especially true when it comes to figuring out the right mix of email promotions. Join Box‘s Kendall Carreher, Sr. Email Marketing Manager and Ryan Wong, Marketing Operations Manager, to get the results from their year’s worth of testing everything from email subject lines to layouts to audience segmentation, and then ways to apply those insights to your webinar promotion emails.

You’ll learn how to:

• Optimize your emails

• Increase webinar registration

• Run your own email tests

From Pitching to Enlightenment: Financial Engines’ Techniques for Boosting Client Trust with Webinars

As buyers become increasingly wary of giving their contact information away, the pressure is on for marketers to deliver high-value, educational experiences that offer audiences meaningful knowledge they can’t get elsewhere. Join Jocelyn Robertson, Webinar Producer at Financial Engines, to hear how to increase the informational value of your webinars so that prospects trust you with their name, and eventually, their business.

You’ll learn how to:

• Create mutually beneficial webinar experiences

• Increase the value of information presented in a webinar

• Deliver impactful webinars without a sales pitch

From One-off to Always-on: G3’s Blueprint for Building a Binge-Worthy Webcast Series

When was the last time you watched just one episode of anything? We’re clearly living in the Netflix era, and B2B marketers must seize the opportunity to feed their audience’s desire for binging. That sounds daunting, but, luckily, webcast series offers an engaging and efficient way to serve up a quick fix. Join G3 Communications’ Sheri Butts, marketing manager, who will share how brands like Demand Gen Report, Retail TouchPoints and Channel Marketer Report are creating webinar series to educate attendees, generate thousands of leads for their partners and satisfy their audience’s appetite for continuous, on-demand content.

You’ll learn how to:

• Plan and program a webinar series, from thematic messaging and branding to templates and timelines

• Promote multiple webinars, presenters and topics across channels

• Keep driving leads with an on-demand webinar strategy

From Zero to Hero: Atlassian’s Formula for a Repeatable, Data-driven Webinar Process

There are many roads to webinar glory, some easier to travel than others. So, how do you pick the path of least resistance? Join Atlassian‘s Blane Barker, Global Webinar Program Manager, to hear how she works smarter with a focused, results-driven approach that gives her the efficiency to single-handedly runs more than 250 webinars per year.

You’ll learn how to:

• Use webinar engagement data for smarter decisions

• Best practices for global scale

• Hone the most important elements of your webinar program

Wednesday, March 13, 2019

From Awareness to Action: Workfront’s Full-Funnel, Multichannel Marketing Campaign Strategy

Webinars are more than just a single event, they are a powerful mechanism for a full-funnel marketing campaign. Join Workfront’s Marc Hansen to hear how to use webinars as a driving force for a tentpole campaign, ” Transform Your Work,” that engaged prospects and customers across every stage of the lifecycle.

You’ll learn how to:

• Attract new leads with a top-of-funnel webinar series

• Accelerate mid-funnel pipeline with webinars featuring products and case studies

• Close deals and upsell customers with hands-on demos

From Basic Training to Masterclass: CompTIA’s Approach to Virtual Learning

Virtualizing in-classroom training has more to offer than just convenience, it can supercharge the value of your audience’s learning experience by offering group interactivity, chapterization for self-paced content consumption and the ability to measure course effectiveness. Join CompTIA’s Tazneen Kasem, Director of Product Management & Instructor Network and Stephen Schneiter, Program Manager, to learn how to run impactful training programs, whether that’s increasing participation of association memberships or driving more awareness for your brand. This session is based on the industry-driven standards included in the trainer certification, CompTIA CTT+.

You’ll learn how to:

• Plan for webinar course instruction

• Deliver engaging, interactive training experiences

• Evaluate program impact

From Ad Hoc to Centralized: PTC’s Method for Creating a Webinar Center of Excellence

Webinars are an important channel in a multitouch campaign, and it’s just as important to build an infrastructure to efficiently turn that channel’s volume up or down in a turnkey way. Join PTC’s Mike Marshall, Digital Experience Optimization team for a walk-through of their centralized method for dialing up the webinars, and the leads, for hundreds of marketers worldwide.

You’ll learn how to:

• Centralize the execution and integration of webinars

• Support large marketing and sales teams worldwide

• Institute global best practices for using webinars to drive demand

Three Lead Gen and Pipeline Trends To Look Out For in 2019

Next week, ON24 will run its latest Insight50 session – where we provide you with 50 minutes of expert insight and answer the questions that are important to you.

As it’s the start of the year, January’s session will focus on lead generation and pipeline success and feature experts from SiriusDecisions, Oracle and Genesys, so register for the session here.

2018 was a busy year for marketers and the ON24 team. Privacy regulations such as GDPR have changed the way we have to market – for the better – and the number of technology solutions on the market has continued to soar.

That being said, businesses still have to keep their eyes firmly on generating revenue, which means optimising their lead generation efforts and strengthening their pipeline. So what do we think will be important in the months to come? Here are a few trends we’ve seen emerge.

Lead generation focuses on quality over quantity

Marketers have continued to list lead generation and traffic as one of their top priorities, with 63% citing it as such in a recent HubSpot study.

But buyers are increasingly switching off from automated spam and endless emails asking for a “15-minute call”.

On top of that, privacy regulations means that only engaged prospects that have given consent for marketing should be the ones receiving communications. The good news for marketers is that these are the prospects that will be more likely to convert.

Account-based approaches become more important as buying decisions become more complex

Research from CEB has shown that the average number of people involved in buying decision has grown from an average of 5.4 people to 6.8 in just the space of two years.

Increasingly, this means that generating opportunities requires more than just one contact. Instead, marketing will have to generate multiple leads and engagement from a single account in order to support consensus-driven buying.

Predictive insights and artificial intelligence take a role across the entire pipeline

It’s always been best practice for marketing and sales to work closely together, but new technologies will place an increased emphasis on such an approach.

Signals captured from marketing automation will proactively inform sales reps into what messages might resonate with their active opportunities. Cognitive technology will provide marketers with the ability to send new communications to prospects while they are researching solutions, while buyers have the most relevant information surfaced automatically.

What will you be doing for lead generation and pipeline success in 2019?

Come and ask our experts your questions and share your views at the next Insight50 webinar on January 30. We would love to hear your views.