How To Make Scrappy Marketing a Habit for Success

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Over the past few weeks, we’ve covered a number of posts on how to put scrappy marketing into place – from brainstorming for ideas through to promoting your webinar after it’s finished.

However, like all good habits, the long-term benefits only come from a consistent approach. So how can you make sure your efforts stick and last over time?

Here are a few ideas you can put into practice to keep results high.

Make Every Webinar Always-On

There are a lot of ways to get the most of your after it’s gone live.

While old webinars can be passed off as brand new, before even doing this you can simply make sure that each webinar you produce is available to access as an always-on session.

The latest stats from ON24’s Webinar Benchmarks Report show that more than one-third (36 percent) of attendees only watch always-on sessions, with the majority of this group signing up a week after the webinar ends.

With many people working either non-standard hours or across time zones, the timing of a live webinar will never work for absolutely everyone. By making sure that each webinar is available as an always-on session, you can encourage both viewers to binge-watch your webinars and provide a place to experiment with scrappy approaches to driving always-on sign-ups.

Build in Reminders and Routines

Previously we covered how you can make your marketing team more agile, getting them to buy into the scrappy mindset. Following those steps will help remove barriers to productivity, get them to experiment and work at speed.

However, keeping this up requires habits and processes. Productivity guru James Clear mentions that habits (whether good or bad) typically follow the same process – a cue triggers a desire to take action, which leads to a response and a reward.

As such, you should look at what cues and reminders you can set up as triggers for routines. As an example:

  • On a certain day of the week, you publish content covering a particular theme.
  • When a blog article is published, your team members promote it on social media.
  • When a webinar is scheduled, your sales team gets notified so they can send it to prospects.

The reward in each case should be tied to your goals – but you may also wish to incentivize your team to drive further success.

Take Advantage of Reusable, Repeatable Formats

There will inevitably be days when members of your team aren’t feeling as productive as they would like or have a lot of other priorities depleting their mental energy.

Trying to reinvent the wheel each time will simply lead to reduced performance. Instead, you should look at what reusable and repeatable formats you can run that follow a given formula. The formula should be structured enough that it requires minimal effort to put things into place.

Furthermore, if you schedule these reusable formats, it makes planning your demand generation and marketing activity (and predicting results) far easier, leaving you with more time to experiment on different approaches.

While running webinars initially may take more time than other marketing approaches such as sending out an email newsletter or posting something on social media, there are also webinar formats that are quick to run – such as panel sessions, demos and interviews.

But an important point – make sure to experiment within these regular formats. Always be looking for interesting ways to liven them up or novel approaches to generate better results.

Make Scrappy Marketing Part of Your Identity

Once you are doing scrappy marketing regularly, it should become part of the way you generate results for your business. But there’s always the risk that outside pressures might make you revert to old ways.

As marketing is always evolving, failing to experiment and try things out – particularly with limited resources – will eventually make you less effective.

Being proud to be a scrappy marketer will help you maintain that curious and energetic edge that will give you a lead over others. When things inevitably change, your scrappy mindset will help you make the most of the situation, reaping rewards when others fail.

Three Ways You Can Use Existing Webinars to Drive Customer Engagement

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

One of the principles of scrappy marketing is making good use of what you have.

Webinars are a great way of engaging potential customers, as well as nurturing your relationships with them, but they take a lot of work to make. How can you get as much mileage as possible out of them?

In an earlier post, we discussed methods you can use to extend the lifecycle of a webinar. This post focuses on ways you can use webinar recordings to engage your on-demand audience.

Create a webinar hub

On-demand webinars are a huge part of your audience – a potential third, according to ON24 research. How can we serve them better?

Creating a central place on your website where all of your webinars are based is a great place to start. Make it attractive, make it accessible, and above all, make it searchable.

This needs to be a place where visitors can start a long journey with you, so, for example, after viewing a webinar, they can be recommended some of your related content, such as a white paper or case study that was discussed on the recording.

Creating a webinar hub helps you draw parallels between the different kinds of content you host while catering for the bingers who like to watch several webinars on the trot or a whole series at once.

The choice is yours on whether to ask visitors to sign up once for access to all of your webinars, or to gate each video individually – you’ll have to weigh up user experience against your desire for leads.

Syndicate your webinar content

Third-party sites can be great places to host your webinar content. By placing lead forms and calls-to-action on other sites, you can capture an audience that you otherwise wouldn’t have reached.

You can also reach additional viewers organically by making parts of your webinar content available on video sites such as YouTube, Vimeo and SlideShare. These platforms can help grow your audience further by making your webinar content more searchable and accessible, although you should weigh up the benefits of reach versus capturing leads.

Again, it’s up to you whether you publish your webinars as full videos, create shorter chapters to create series, or just post shorter clips of the best bits. Whatever you choose to do, be sure to link back to your webinar hub for those who want more.

Cut webinars into bite-sized pieces

Breaking longer recordings into shorter, easier to digest clips makes your webinar content so much more versatile. Not only do they present a lower barrier to entry for the rest of your content (an hour-long video may prove intimidating), but you can be more targeted with how you share them, as a shorter clip is likely to be far more focused in its subject matter than a 60-minute webinar that covers many topics.

Research by ON24, which found that half of webinars have audiences of between 100 and 199 people, suggests that webinars are tending towards smaller, more niche audiences for mid to bottom of the funnel prospects, so it makes sense to specialize where you can.

Shorter clips can also serve as teaser videos in your webinar promotion – post them on social media – organic or paid – to generate interest in your longer on-demand webinars.

Want more tips? Check out our guide on the Keys to Building an On-Demand Webinar Strategy.

Next Week On Webinar Best Practices Series: How to Drive On-Demand Results

Appointments are a pain. You gotta find a date, time and location and make your way to the appointed place at the appointed time — and pray traffic cooperates. Fortunately, today, we can make on-demand appointments, making it easier for audiences to attend.

But what if we could make an appointment or meeting take place at any time, anywhere? Well, with an on-demand webinar program, you can. On-demand webinars — or always-on webinars as we like to call them — allow attendees to consume webinar content on their own time and to whatever capacity they wish. It’s “Netflix-style” approach to webinars and we’re going to show you how you can make your own program next week on May 14 during our next Webinar Best Practice Series event.

Discover the on-demand webinar basics with these links:

Always-on webinars are a critical element in any webinar program. In fact, according to the ON24 Webinar Benchmarks Report for 2019, more than a third of all attendees did so as on-demand attendees. For demand generation marketers, that alone should be a clear signal that their always-on house needs to be in order.

But always-on webinars demand a different approach to their live counterparts. Polls need configuring, clips need to be made and the webinars themselves need to be easy to find and access. So can you manage it all?

Well, first, you should register for next Tuesday’s event, “On-Demand Strategies.” Why? Well, Mark Bornstein, Chief Webinerd at ON24, will discuss the elements of always-on — including hubs, always-on promotion and how to integrate with demand generation — at length. But in the meantime, there are three tips you should know:

Tip 1: Have a post-webinar plan in place

Every great webinar has a plan. There’s a speaker (or speakers), a promotional strategy and talking points. But the always-on aspect always seems to be forgotten. Don’t forget it. Write out your current webinar process as accurately as you can, right up to when the event goes live. Then, jot down how you’d execute a post-live event strategy — from promotion to updated polls and more.

With the basics of an always-on strategy in place, you can quickly modify and iterate on your webinar process until the on-demand aspect becomes a natural part of your webinar workflow.

Tip 2: Centralize your content

Always-on webinars should be easy to find and easy to navigate. Often, this means having an on-demand hub. Hubs bring all of your webinars into a central location and allow your audience to binge on the webinars that interest them for as long as they want.

Keep in mind that different audiences need to find content relevant to them. Sometimes, having a targeted page can help expedite their search, boost your content and make quality engagements happen faster.  ON24 Target, for example, lets you create personalized webinar hubs that are highly-relevant to an industry or, even, an account.

Tip 3: Analyze On-Demand Results Regularly

Now for the fun part: analysis. On-demand webinars can provide you with a wealth of data that can you refine your program, boost engaging content and create even more engagement opportunities. Build out some time, maybe once a month or quarter, to go through your always-on results to see where your audiences are engaging and why.

Doing so can also help you understand who’s interacting with your on-demand program — giving you the data you need to refine and re-target as needed. For example, Twilio found its on-demand webinars are a top driver for Marketing Qualified Leads, allowing them to use MQLs as a benchmark for always-on webinar effectiveness and engagement.

There’s a lot to learn about always-on webinars. Tune in next Tuesday, May 14, at 11 a.m. PDT (2 p.m. EDT) as Mark Bornstein teaches you how to build, analyze and promote an on-demand webinar program from scratch.

NVIDIA’s Always-on Webinar Resource

Scaling a marketing program to address global demand isn’t easy, especially when you have a relatively small marketing team trying to address local needs in different regions. That’s especially difficult when you’re trying to make your company’s marketing human and personable as possible — a proven strategy that’s hard to scale. One approach is taking something you know how to do well and showing others how to emulate it for their regions.

For webinars, this primarily means taking an easy-to-use tool and demonstrating its features. NVIDIA, the global graphics processing unit designer, mastered this technique as it grew from a North American phenomenon to a leader in the machine learning and autonomous vehicle computing space. The company, as it explained to us recently, uses a small team to produce webinars for global regions at scale. By learning and iterating from one webinar expert, the company can use regional teams to generate live and on-demand webinars. And, with an easy-to-use content hub, site visitors can immediately access the content they need while providing NVIDIA with the insights they need to refine their content and drive pipeline.

Curious? You check out NVIDIA’s on-demand webinars here and see how it scaled its webinar program from 35 webinars in a year to more than 70 with our on-demand webinar here.

Business growth, webinars and the Netflix effect

This guest post was originally featured on Shared with permission. What Webinar World 2019 all about? Click here to find out. 

Does a successful business really need a good marketing strategy? Interestingly, many of our clients tell us that sales and marketing is a weakness in their companies. But it’s only a weakness because they don’t do much of it. To win new business, many simply rely on the three Rs – repeat business, referral and recommendations. Which means their work comes to them, so putting any sort of budget behind a sophisticated marketing programme doesn’t make commercial sense.

What if you’re looking at the next stage: to grow and scale your business, maybe with a company sale later down the line? You need to get the word out, and then a “multi-channel” marketing strategy becomes a key weapon, raising your brand in the wider marketplace, targeting potential new clients online, at events, in print, via social media.

If you’re engaged in any kind of marketing currently, you’ll be aware that the landscape has changed dramatically over the past few years, driven by technology. It’s no longer enough to have one brochure, or a few flyers. Today, you need a full marketing mix, a blend of different resources, driven by content that ‘speaks’ to your customers. In short: stuff that is of use to them, rather than just talks about you.


This is where the webinar fits in – the subject of this week’s fascinating, informative two-day Webinar World conference at London’s Park Plaza Westminster Bridge, and hosted by leading platform provider ON24. The webinar is, in the words of one presenter, “the intersection of engagement and scale”. In non-marketing speak, that means it can be both personable and personal (like a friendly chat) but it can go out to as many people as possible, wherever they are in the world, and be watched again and again.

In the words of ON24 Content Marketing VP Mark Bornstein, “webinars transform your content”. He would of course say that, but the statistics are powerful. According to ON24’s benchmark report, the average viewing time for a webinar is a lengthy 56 minutes. The Netflix effect on viewing habits (whereby consumers ‘binge-watch” multiple episodes at one sitting) is also impacting here. You don’t have to watch webinars live, but can instead watch them on your terms, in your own time. On-demand viewings are rising dramatically, now accounting for 35% of all views.

Cost is often an issue with marketing strategies, but you don’t need to spend mega-bucks to get started. In one presentation, Autotrader’s Insight Director Nick King revealed his early efforts were made with a £35 camera bought from Amazon. If, like Nick, you need to start reaching out to customers in Aberdeen, Aldershot and Aberdare in the same week, then an informative, helpful webinar represents a hefty saving on time, not to mention petrol.

It was gratifying to see a snippet from one of BCMS’ past efforts used in ON24’s promotional video, and the Webinar World conference offered hints, tips and pointers on best practice, elements that we’ll certainly be putting into practice to improve our future webinars. Forgive the plug, but for the binge-watchers among you, there are now 13 episodes of the BCMS webinar now available on demand. They typically feature past clients, experts from partner organisations and across BCMS in the UK and North America, and seek to cover key topics in detail, from negotiation and motives for sale to earn-outs and business valuation.

In short: stuff that is of use to you, rather than just shouts about us!

On-Demand Webinars: 3 Rules For Everyone

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

Interested in what the most powerful webinar platform can do for you? Check out our free 30-day demo

This is a guest post from Allison Moehlenkamp, Senior Marketing Specialist at RSM and Jesse Dang, Marketing Campaign Program Manager at Twilio.

On-demand webinars help marketers, educators, and thought leaders meet their audiences on their own terms, and on their own schedules. That’s crucial for marketers — according to Gartner, 80% of the buying process will take place with no direct human interaction by 2020. At the same time, customers still demand personalization and authentic, interactive experiences. But it’s also crucial for training webinars, online CPE courses, and other applications outside of marketing, where an expert speaker can provide insight and authority in a way a white paper or reading assignment can’t. Whether you’re driving the marketing funnel or delving into some serious professional development, making your content available as an on-demand webinar after the event lets you meet your audience on their own terms. We come from very different companies that use ON24 in very different ways, but webinar best practices hold from industry to industry and company to company. Here are three things our on-demand webinar programs have in common.

On-demand webinars at Twilio and RSM

RSM and Twilio are very different companies that use on-demand webinars for different reasons. RSM US LLC is a leader in tax, audit and consulting services, specializing in the middle market. Drawing on a large professional network, nationwide and in 120 countries, we work with businesses to bring the right team to the project, with the right approach.

RSM’s webinar program focuses on delivering timely and relevant tax, audit, and consulting updates to clients and prospects, and CPE credit is often offered and awarded to eligible participants. These virtual training webinars are interactive, requiring students to view all the content and answer questions to earn the credits. As an added value, on-demand webinars allow students to learn on their own time, even if they can’t make it to a particular class.

Twilio uses webinars in a traditional marketing role. As a communication platform, delivering a global, scalable telecommunications API, Twilio relies on multi-channel campaigns to connect with developers and decision makers. Our platform and infrastructure address a wide range of use cases involving communications, from streamlining dispatch notifications for repair technicians to providing the tools to automate phone surveys. As such, webinars are a key ingredient in complex, multi-channel campaigns to connect with stakeholders. We’ve found that there are three key things on-demand marketing and training webinars have in common:

1. Your webinar platform needs to go beyond merely archiving video

Whether you’re involved with marketing, virtual training, thought leadership, continuing education, or all of the above, on-demand webinars will give more value to your audience (and more audience to your brand!). However, the value requires a platform that can go beyond merely archiving your video, with features to engage viewers, target content, and record results. As a continuing education provider, RSM needs the ability to test our audience, and hold them accountable for viewing the content. ON24 gave us the tools to verify on-demand students were actually watching the webinars, and to quiz them at various points throughout each training.

Twilio also needed to go beyond video archiving with on-demand webinar program, and gather data from viewers for a different reason: targeting. Twilio uses webinars as part of a wider marketing program, employing use-case focused content and sophisticated lead nurturing. ON24 helps us drive our marketing funnel, with registration, attendance and engagement statistics they can use to target the right content to the right user on the right channel.

2. On-demand webinars aren’t just rebroadcast live webinars

It’s great when your viewers sit down and watch your training webinars or marketing presentations from beginning to end, but that’s not always how it works. With on-demand content, you’ll often get better results with shorter, targeted clips. RSM used these “snackable clips” following a two-hour post-election webinar on the tax and audit implications of the election. By providing a library of small, accessible clips, We were able to continue to use the content to engage customers and drive traffic to future virtual training events.

Twilio uses a similar strategy, using ON24’s ability to divide webinars into chapters for easy navigation. Twilio extracts short, 2 to 3-minute video clips to drive registration for the complete webinar.

3. On-demand webinars must be easy to find

Your on-demand content can give insight into a whole segment, or answer very specific audience questions. You can lure people into on-demand webinars or drive registration for your next live event. But whether your webinars give major ROI or just sit there depends on you. Your content needs to find your audience, because most of the time, your audience isn’t going to work that hard to find your content.

For Twilio, that meant creating an entire learning center as an extension of our main page. Webinars are packaged by use case and carefully targeted to the correct segment. RSM puts an equally high priority on making content easy to find. By tagging webinars the way we want our customers to find them, we can turn casual searchers into an engaged audience.

All great on-demand webinar programs have one basic thing in common: they get everything they can out of their content. Whether you’re training professionals or pouring leads down your marketing funnel, that doesn’t change.