How Promega Rocks Webinars

How Promega Rocks Webinars

Looking for great webinar guidance? Get the freshest webinar tactics and strategies at Webinar World 2019.

Promega, a global biotechnology manufacturer, is our first-place winner for Webinars That Rocked 2018.  The company serves life scientists at every level, meaning it needs to ensure everyone — including scientists and lab technicians learning basic techniques — are on the same page. For scientists using is PCR products, Promega created a webinar entitled, “Ask The Experts: Ensuring a Successful PCR Every Time.” (PCR stands for polymerase chain reaction, which you can read about here.)

Making Use of What Its Resources

Promega’s webinar ticked all the right boxes. It broadcast its panel event live and simulive and made use of a variety of interactive tools, including real-time social interactions over Twitter, to Q&A chat and a veritable library of content listed in its resources window.

Innovative Use of Slides

Promega stood apart by using its slides to push out questions and polls. A great tactic, but it asked, from a marketing perspective, a risky question right at the start: “How likely are you to contact Promega Technical Services?” Attendees could all say, “not at all,” which would be a bad look. But the company had faith in its presentation, from its experts and console design to the resources attendees would review. At the end of its webinar, the company pushed the same poll again. This time, it saw a tremendous boost to the number of people who’d like to contact the company about its services. It clearly delivered on what its viewers wanted.

Because Promega took risks, on top of doing everything else so well — from clean slides to helpful resources — it made our top spot as the webinar that rocked 2018. Congrats Promega!

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 here.

6 Steps to Integrating ON24 Webinar Emails with NetLine

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

Integrations today are a critical part of the marketing stack puzzle. But getting applications to talk to each other — whether an integration runs directly from app-to-app or uses a third-party solution, like Zapier — isn’t always easy. Recently, we’ve partnered with NetLine, a scalable lead-generation solution, to help drive ON24 webinar syndication through its powerful tool. Netline’s solution allows us to build an offsite content hub enabling a continual lead flow from third-party sources.

Often, third-party syndication can result in a disconnected experience for registrations. For example, registering for a webinar on another website can cause delays between the time a potential attendee registered and the time a confirmation email is sent. This creates a small window of opportunity to either get the registrant to add the live event to their business calendar or to access the on-demand recording. It should be no surprise that when you introduce delays in the handover process, your attendance rates suffer.

To make this partnership better, we created a Marketo integration to seamlessly receive webinar registrants from NetLine directly into ON24’s webinars. We have to say that we’re quite satisfied with the integration and wanted to share our little recipe with you.

The Setup

There are two ways you can get NetLine and ON24 to talk to one another. The first is the easiest: use our direct integration with Netline that brings NetLine registrants to our native Webcast Elite form. The second way is to map Netline to a marketing automation platform, like Marketo, that then maps back to ON24 for faster email communications.

The setup for option number two is easy: We start by creating a Marketo form to be used for the NetLine registrations. NetLine recommends a unique form for each campaign, but we opted to use just one form and to distinguish traffic using hidden fields (if you’ve ever had to make urgent updates on all your Marketo forms, you will appreciate the importance of keeping the number of forms to a minimum).

Once we had our form, we went to NetLine and set up the field mapping at the account level. We set the post URL and map each of the NetLine standard fields to the fields we are using on the webinar registration form:

In this account-level configuration, we also indicated our unique form; this is a “constant” that will show up with each new campaign:

That’s it for the account-level form setup. On to specific campaigns.

Campaigns

The NetLine campaigns are where we add custom fields to the form. We have just one non-standard field, so we add that here, along with its picklist values:

Then the final step of the form setup is to set the campaign-level “Constants” – that is where we add the identifiers for the specific webinar. For this example, we’ll use “Webinars that Rocked 2018.”

We are using our “utm_source” and “utm_campaign” fields as the identifiers here. Our Marketo program for the webinar listens for form-fills with this form ID as well as this utm_campaign.

Leads flow in and the Marketo program takes it from there: the lead is registered for the event in Elite, and the confirmation email containing all the needed webinar information goes out to the registrant.

In Conclusion

Integrating with the NetLine platform gives us seamless registration. The handover from Netline to Marketo to ON24 Elite is working well. We’re able to capture registrant attention while interest is high and deliver an ON24-branded email inviting the registrant into the on-demand recording. As a result, we’re able to drive higher conversions from registration to attendee rates, ultimately improving our on-demand attendance while drastically cutting the time it takes to upload leads.

New at ON24: New Reporting Features, More Language Options and Better Content Sharing for Your Webinars

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

At ON24, we’re constantly working to improve both our platform and your experience with it. That’s why when we update our platform, we do so with an emphasis on four major areas: elegant user experiences; scalable products; tools that drive engagement; and delivering actionable and flexible data for better business decisions.

For our latest product update, we’ve crafted several new enhancements improving the overall experience of the ON24 platform. These range from easy access to services and support to improved reports, Facebook Live streaming and new language options. Let’s take a look:

Elegant User Experience

ON24’s unmatched, global, 24-hour support and services just got better. That’s because users can now order services right when they need to directly within Webcast Elite. No more digging around for support when you have an urgent request! Our ON24 Customer Services Team can assist in supporting any part of your program, whether it’s a premium event management package with a dedicated webcast manager or express monitoring and event QA.

Ongoing Engagement

First, ON24 Webcast Elite now lets you share your webinar with Facebook Live audiences, extending the reach of one of your most engaging marketing tools. We made this addition because capturing audience attention means communicating with them where they are. With this addition, you can easily extend your webinar’s reach and capture a broader audience.

Second, we’re releasing a new way for you to expand your audience’s content journey after the live webinar ends. This new feature allows you to automatically redirect your viewers to any URL after an event closes, letting you to spontaneously provide them with the relevant content they’re interested in.

Scalability

Need to add more closed captioned languages to your webinars? Now you can with ON24’s new and improved language options! Our updated closed captioning feature now allows you to enter any custom language for closed captioning — making your webinars more accessible to more audiences across the globe.  

Actionable and Flexible Data

We’ve made two enhancements to our data and analytic tools across the platform. You can now subscribe yourself or anyone in your organization to automated analytics reports — taking one more task off your to-do list and giving more time to focus program optimization. All you have to do is set the timing with the new Report Scheduler tool in Webcast Elite.

Second, and in line with the first, you can now select the date range for Webcast Elite’s top-level analytics dashboard. The days of being limited to 90-days are no more. Additionally, the Webcast Elite Reports dashboard will provide you with performance trends over time, giving you a holistic view of your webinar’s performance.

That’s all for now. If you’d like to learn more about the ON24 Platform and how you can get more out of your webinars, contact us and we’ll set you up. Otherwise, keep an eye on this space for more product updates, how-tos and webinar-enhancing tips!  

 

Webinars: The New News

Whatever your politics are, I think that we can all agree that how and where we get our news is dramatically changing. We don’t know who to trust, we don’t know where to turn and increasingly we are turning away from conventional choices and moving towards non-traditional channels to get information that we feel is more tailored to our needs.

This behavior in our personal lives is beginning to spill into our professional lives as well. In a digital landscape where we are constantly being bombarded with an endless stream of messages, most aimed at selling us something, we need to work harder to uncover the practical information that we need to get our jobs done.

The New News in B2B

In the business world, webinars have really stepped up to become the “new news” source. Companies from every industry, are beginning to create serialized webinar programming to deliver updates on changing market conditions, to interoperate and analyze current events, provide guidance on hot topics or simply deliver regular best practices and training.

This programming establishes companies as the trusted source or advisor, the thought leaders in their specific area of expertise. And yes, establishing that kind of trust means that prospects will come back often and ultimately be more likely to convert into customers.

These webinars often look different than your standard talking-powerpoint presentations. They often feature presenters, on camera, that become “personalities” for their companies. They may broadcast from a nice studio set, but in many cases, they may simply use webcams to quickly and easily, “get on the air” to deliver the latest updates.

Real-Time Feedback on Breaking News

This type of webinar is often very interactive as well. One well-known financial services company delivers a weekly webinar that begins with a market update, followed by a few polls to gauge audience reaction to the latest news, then they have an entire section dedicated to simply taking questions from attendees so that they can have a conversation about the events at hand. People love this type of engagement; the webinars are informative and the interactivity makes it more authentic, more human.

It is my prediction, that in 2019, we will see “news style” webinars being to appear across every major industry and many sub-industries as well. Where there is a need for information, there will be a webinar series to help people figure it all out. The question is who will get there first?

If you would like to get a deeper look into the future of webinar marketing in 2019, join me for “Webinar Marketing Predictions for 2019.” Looking to get more out of your webinar program? Join us at Webinar World 2019 for in-depth tips and tricks for webinar success. 

What Webinars Rocked 2018? Discover on Dec. 12

It’s the end of the year and everyone is ready for the big holiday break and a fresh start to 2019. So, take the time to wind down from work at work on Dec. 12 and join us as we take a look at the Webinars That Rocked 2018.

Webinars That Rocked — taking place at 11 a.m. PST (2 p.m. EST) — is our most popular webinar of the year and is a great opportunity to sit back, relax and grab some inspiration for 2019.

During this webinar, we’ll go over this year’s standout events, examine fantastic webinar uses from top brands, explore new webinar formats and reveal the webinars that rocked 2018. Best of all, you get to decide 2018’s best webinars! Tune in and vote for who you think should take home the grand prize of “Webinar of the Year” and maybe take home a few great ideas to implement as well. All you have to do is register here.

Interested in more amazing webinars? Come meet the designers and get some webinar inspiration at Webinar World 2019! Click here for more details.

Did Microsoft Azure’s Approach to Marketing Help Its Company’s Quarter?

It’s rewarding to see a company succeed — especially when they’re considered an underdog in their respective industry. Microsoft, for example, is a quintessential comeback story in the tech industry. It was the tech industry leader for decades until being supplanted agile companies, like Google and Apple, that were more capable of adapting to a digital age.

Today, the organization is back near the top. It’s now the world’s fourth-most valuable company, nipping on Alphabet’s heels (in May it even surpassed the Google conglomerate) and just had an excellent earnings report.

What gives? Well, a lot of hard work from dedicated employees and key investments in critical areas, such as the company’s cloud platform, Microsoft Azure. Azure, in fact, is one of the prime drivers behind the company’s growth spurt. Its cloud platform is so successful that it’s growing faster than Amazon’s AWS. That’s serious pipeline.

To us, we can’t help but think that Microsoft Azure’s marketing efforts played a critical role in an organization’s overall success. While the tech giant possesses the funds to buy their way into a market, the company’s ethos — and practicality — demanded it takes a long-term, ground-up approach to marketing that informs customers, trains partners and provides sales with the insights they need — and do so quickly. It’s a traditional, well-oiled global demand generation machine refined for the modern era and it works. Trust us, we’ve seen it in action.

Microsoft’s successes — and other growth successes — should be a wake-up call to organizations chasing global growth. Its message: growth is a team effort, and putting everything in the right place first pays off in the long run. Curious about how Azure boosted its global marketing efforts? Check out our case study explaining how they re-invented their webinars for success and register for our upcoming episode of the Webinar Best Practices Series, “Taking Your Webinars Global.”

How Three Fortune Future 50 Winners Innovate with ON24

Every year, Fortune publishes its Fortune Future 50 list, a compendium of the top companies destined to shape our future. For us at ON24, it’s an incredible honor to play a small part in the success stories of our customers on the list, ServiceNow, NVIDIA and SalesForce. A huge congratulations to them and all our fast-moving webinerds!

After all, helping companies accelerate their growth is what ON24 is all about. We’ve built the ON24 Engagement Platform to empower marketers to move at the speed of innovation, get to market fast and accelerate pipeline through data-rich webinars and interactive content. In fact, SiriusDecisions says that webinar marketing is the best way to start deals and keep them moving.

Here’s a shout-out to celebrate just a few of the Fortune Future 50 we’re thrilled to call members of our webinerd family:

ServiceNow

ServiceNow is an industry leader in cloud-based IT service management with an outstanding 97 percent retention rate. Its webinar program is just as successful, with its webinars hosting 3,000 to 4,000 attendees at a time. The company also takes the long-view approach to its webinars, with an expert use of ON24 Gateway for on-demand, Netflix-stye viewing.

Salesforce

For the B2B world, there no other company like Salesforce. Focused on delivering superior customer relationship everything, Salesforce takes a strong unified approach in both its business and its webinars. Just check out its on-demand page, where it has countless webinars to watch or check out how they craft their webinar program with our on-demand webinar, “Building Killer Webinars at Salesforce.”

NVIDIA

NVIDIA went from creating graphics processor units for video game consoles and computers to powering the artificial intelligence, autonomous vehicle and virtual reality booms in record time. NIVIDA’s webinars, too, have had their own boom, with one dedicated person scaling its webinar marketing program to meet global demand and boost pipeline. Later this month, we’re going to sit down with NIVIDA’s webinar guru, Cassandra Clark, to see how she organizes the growing company’s webinars. Register now and save your spot.

To get the webinerd skills you need to make the list next year, please join us and these winners at our annual user conference Webinar World.

Engagement in the Age of Automation, an HBR Insight

Marketers spend a lot of money on a lot of digital tools. In fact, according to a recent Gartner survey, CMOs report they’ll spend nearly 12 percent of revenue on new marketing technologies, a crowded landscape spanning more than 6,800 solutions, in 2018.

Such a trend suggests two things. First, that current solutions aren’t addressing underlying needs for marketers. Second, that marketers are hungry for something that finally works.

This is short-term, stop-gap thinking and it’s damaging both customer experiences and brands by turning interactions into interruptions and prioritizing tactics above strategy. This isn’t just idle chatter. A new report from Harvard Business Review Analytic Services, sponsored by ON24, surveyed the state of engagement and technology in marketing today and found the industry largely agrees. The problem, according to the survey, is that digital technology often gets in the way.

According to the report, four out of five marketers say they value human and personalized interactions over automated, but the digital tools they use make it difficult to realize genuine human interactions. And those interactions count. According to 80 percent of respondents, the human element in a customer experience gives their organization a distinct competitive edge and nearly 50 percent of organizations with high levels of customer loyalty say they are trying to maintain the same level of customer experience across live and automated channels.

The digital tools marketers use today to make human interactions a reality just aren’t built for human engagement. For example, email and social media are critical marketing channels for any organization, but 70 percent of survey respondents say they’re not using those tools effectively.

“Our marketing technologies target people,” says Laura Ramos, Vice President and Senior Analyst, Forrester Research. “But people often play a small role in designing what the systems deliver. Many executives believe they can just plug in the technology and it will magically improve business performance and customer engagement.”

It’s time for marketers to reverse the digital tool equation. They need to prioritize tools that boost genuine human interaction. It’s not that automation doesn’t play a part in marketing today, it’s that it represents a small role in the larger goal of connecting and enabling genuine human interactions online.

So how can marketers make better connections? By taking the time to think about the digital tools they use now and how those tools impact customer interactions and experiences over the long-term. By prioritizing tools that enable engagement, marketing teams can build better experiences that treat customers as humans, not figures in a database.

One opportunity for marketers to scale the impact of human-to-human interactions is through webinars. According to the marketing technology analyst firm SiriusDecisions, webinars continue to be the highest-rated human touchpoint throughout the buyer’s journey. We know a thing or two about webinars, and we know they can build engagement, build scale and build better experiences.

Over the coming weeks, we’ll share more insights from the HBR report, examining how marketers can build better interactions in today’s digital environments. If you’d like to see how you can scale human interactions online, click here. If you’d like to review the report yourself, click here.

How ON24’s Bryn Powell Balances Personalization and Scale for ABM

It’s getting to be late September, the temperature’s dropping and the technology community is abuzz. We’re getting close to Salesforce’s annual conference, Dreamforce. There are sessions, panels and a small assembly of events and gatherings taking place in association with the convention and we’ll be at a few of them.

One such event, the B2B Champions Club, running from September 25th to the 27, offers attendees the opportunity to take a closer look at what a full-fledged customer view can do for marketing efforts. Our own Bryn Powell, Senior Marketing Manager of Global Programs at ON24, will speak at the gathering on Thursday, September 27. Her topic of choice? Account-based marketing and how to balance personalization with scale. It’s a topic that’s close to our hearts as members of the ABM Leadership Alliance.

We sat down with Bryn to talk about her session. What follows is a brief Q&A edited for clarity.

Q:

What will you be speaking on at the B2B Champions Club?

Bryn:

I’ll be speaking on a challenge I face personally in my role, which is how to balance personalization and scale when it comes to developing an ABM strategy.

Q:

What does that entail? What are we talking about when it comes to personalization at scale?

Bryn:

ABM is clearly a buzzword and I think all companies are trying to implement ABM strategies into their demand-gen mix. One of the challenges I found, as a marketer, is really being able to scale ABM. I think that’s a shared challenge for marketers.

One of the biggest decisions you have to make is how personalized do you make your content so that it’s still scalable. So it’s really finding that balancing act between how personalized you get with content while still having the resourcing and bandwidth to support programs.

In my session, I’ll be digging through some of my strategies as a marketer — particularly on what I’ve found and how I’ve been able to find a balance, even though it’s always a work in progress.

I’ll be sharing examples of how I’m finding that balance with my top accounts and my strategy there through the lens of our webcasting ABM strategy. I will be covering a few of my own case studies focusing on how I use webinars to actually provide that engagement and what I do to personalize that content to make relevant and high-value offers for our prospects and customers.

Q:

How does one scale from an individual, personalized level to a larger scale?

Bryn:

Our view, especially at ON24, is not only making it about the account but also the audience – to really get down to that granular level. At the point where you’re doing one-to-one ABM, that is not scalable, and that’s why you have to have a true understanding of your audience, not just the account. For one-to-one, you need to understand who you’re genuinely trying to resonate with.

From there, after one-to-one, I’ll go through how we’re slightly personalizing and making relevant content for key accounts and key users. We’ll find those aspects you can personalize verses what can be scalable. Lastly, we’ll take a look at the groups, or personas, that B2B marketers are targeting and break it down into subgroups either by industry, vertical, persona, use case — we’re looking at being able to speak to the audience and providing them with a high-value offer.

So, it’s really about finding that balance between what you need to customize completely versus what you’re able to group and bucket and create relevant content for the program at a more scalable rate.

Q:

Can you walk us through the basics of creating a personalize webcast or ABM program?

Bryn:

Yeah. So, there are a couple key things that go into my ABM strategy. You need to have that high-value offer, but to have that high-value offer you must truly understand your audience. So you need to know what’s going to resonate with them and — oftentimes this is the challenge — understanding which content will matter most to them.

So actually, you need to use your ABM strategies as well as a feedback loop to make sure that your content is resonating — that either the account you’re going after or the persona you’re going after is engaging with your content. You will also need to work with sales to get a deeper and closer look at the account. This is often, sometimes, overlooked in marketing. We can’t be as close necessarily to all of our prospect or customer accounts. So it really pays to leverage sales insights as well in this.

The other piece that’s important when looking at personalizing is understanding the vocabulary you use. It’s not just changing a logo or changing a company name but actually using their language in your content. If you are using account-specific marketing in that one-to-one, highly personalized program, you want to make sure you’re using the buzzwords and keywords that resonate with them, whether that be the key product launches they’re going after, the key metrics that they use. We have even tailored some of our messaging knowing our accounts buyer journey and how they classify their own marketing funnel.

Q:

What about connecting at the vertical level?

Bryn:

When you’re getting down to vertical level, it’s important to use the jargon that the industry resonates with. If you’re looking at a financial services company, they may not speak about prospects and customers. Instead, they may speak about potential clients and existing clients. It’s small things like this, I think, that make your audience more engaged with what you’re saying and be able to actually connect with your messaging.

I also think that it helps show that you are more credible in the space. I do attempt to find that balance in my marketing efforts with company jargon, account-based jargon but then also making sure that you’re speaking to the vocabulary of an industry or a subset of personas as well.

If you are using personas, such as product marketing versus customer marketing, there’s going to be different keywords that resonate with those folks and different KPIs that they’re looking for and ultimately you’re trying to help your customers or prospects achieve their business goals. So, really speaking to that from the upfront is key.

Q:

How important is it to, and how closely should you, work with sales for ABM efforts?

Bryn:

I work with sales extremely close. This is definitely key in developing your initial ABM targeting and understanding which accounts are a priority. It’s a balance between what sales wants provided with really actionable data from the get-go as well as continuously kind of checking in on that data. You need to make sure that the priority accounts are still aligned and that we are seeing results from a personalized approach to these accounts. But definitely leveraging the relationships that sales has with the customer accounts or prospect accounts is critical.

Q:

Last question. Are there any trends you’re seeing or anticipating in the ABM space?

Bryn:

I think for the last few years the focus of ABM has really been on tools and technologies to automate a lot of ABM. And I actually foresee a shift focusing back on the audience member and not necessarily the automation that’s in place.I think as folks really ramp up and understand personalized marketing more, we’re going to see a shift kind of away from a fully automated ABM program and back to a human focus.

In my eyes, I would say marketers have been focused on identifying who our ABM targets are and how to reach our named accounts. I think a lot of the trends in the ABM space have been focused on sort of that up-front of who should we be going after and how do we get in front of them.

What hasn’t been the focus thus far is the content and what messages you’re really reaching them with. And I actually foresee that being kind of the next step in the ABM journey. Putting the focus back on how are you actually interacting with these folks rather than just understanding who they are and driving them in. It’s now going to be about how you’re actually interacting. I also think there is going to be a shift on the individuals and less spray-and-pray of full accounts. So, really, taking ABM past just the account name and really to the targeted person in your persona.