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.

Are Your Campaigns Stuck in a Marketing Rut?

During this month’s Insight50 webinar, we’ll discuss the phenomenon every marketer wishes to avoid but many still fall victim to – falling into a marketing rut. Our panel of marketing professionals will be answering all your questions and give you tips on how to avoid getting into a rut and what to do if it happens. Sign up to the session to get all your questions answered.

Has this marketing scenario ever happened to you? The B2B marketing campaign you’ve been running, quite successfully, has started to fizzle. Leads that were once pouring in, have slowed to a trickle and the engagement you once had with your audience has dropped off. Your marketing has fallen into a rut.

Avoiding falling into a marketing rut is something all of us marketers find challenging. There is a constant drive to keep campaigns fresh, to stay at least one step (preferably more) ahead of our target audiences while, at the same time, struggling to be heard over the constant noise created by competitors across several channels. Ahead of this week’s webinar here are just a few points to get you interested.

What are the signs you’re in a rut?

Chances are you won’t immediately recognize that your campaign has started to go stale. The changes might be subtle at first. Here are a few symptoms you and your team may notice:

  • Decreased engagement with your content or your emails
  • MQLs start to falter
  • Cost-per-lead or cost-per-acquisition goes up
  • Marketing-generated opportunities diminish
  • Conversions take longer and are more of a struggle

If your campaigns are starting to suffer from one or more of these afflictions, it’s quite possible your marketing is in a rut.

What can be done?

All is not lost if you fall into a rut. You may just need to shake things up a bit, marketing-wise. It could mean taking a fresh look at the accounts you are pursuing and deciding to approach new ones. Maybe it means, considering switching up who you are partnering with for your campaigns. Or finding new demand gen partners for content syndication. You may even explore trying new creative or even different channels.

Webinars can help pull you out of the rut

One of those new channels that can help to brighten up your B2B marketing is webinars. They are an easy way to freshen up your marketing and get in touch with a new audience or re-engage with an audience that may have strayed.

By their nature, webinars allow you to engage with your audience from the get-go and if the topic is something that is relevant to them and addresses pain points they are experiencing, they will engage. Not to mention they are always-on so new prospects can be directed to this content even after the webinar has aired.

To find out more and ask your questions, make sure to sign up to our Insight50 webinar on innovating free from the marketing rut.

Coming Soon to The Webinerd Channel: Eli Lilly and Superior Speaker Management

When you’re a global market leader, there are a lot of people you need to connect with. For one, you need to connect with your workforce. You also need to connect with to customers, prospects, shareholders, technicians, supply chain managers and everything between. But most of all, you need trusted speakers who can confidently communicate all this time and time again.

And speaker management is one of the hardest parts of running a large webinar program.

On July 10 at 11 a.m. PT (2 p.m. ET), Jim Spilman, Associate Information Consultant at Eli Lilly & Company, will join us on The #Webinerd Channel to explain how he brings speaker management Eli Lilly’s webinars. During this event, Jim will explain the basics of presentation practice, the need for slide control, how he facilitates tech support and how he manages every type of presenter — from divas to scaredy cats and more.

If you’re getting your webinar program up and running, or if you’re trying to take your webinar program to the next level with live hosts, next Wednesday’s webinar event is the one for you. But you don’t have to wait until July 10 to learn some great speaker management tips. Check out these blogs below to get a head start on better webinar presentations:

Insight50: Three Key Points Ahead Of Our Scrappy Marketing Webinar

To discuss ON24’s latest theme of scrappy marketing, our upcoming Insight50 session will be exploring just that – and answering all your questions on how to put scrappy marketing into place. Sign up to the session to get your questions answered.

We’ve been discussing scrappy marketing on the ON24 blog so, in case you somehow missed it, here’s just a taste with the first post of the series.

What is scrappy marketing? Simply put it is a mindset that looks to drive results quickly by being creative and standing out from all the rest of the noise. It means setting aside the habit of thinking your marketing needs to be polished and perfect and, instead, getting into the habit of just getting it done and out there.

Changing habits can be difficult but once you’re consistently applying them to your marketing, you’ll start to reap the benefits. So how should go about putting scrappy marketing into place? Ahead of our next Insight50 webinar, here are a few points to encourage you to learn more.

Scrappy marketing drives results – fast

By letting go of the thought that every bit of marketing you do has to be done to perfection, you are able to get more out there, quickly. This means you are connecting with your audience more frequently. So, while the bigger players are spending more time and money polishing up their marketing, yours is already in front of your audience.

Scrappy marketing also gives you the advantage of learning by doing. By quickly getting campaigns out, you are able to gather the performance data and learn what works and what needs to be improved upon.

Don’t forget, being a little rough around the edges can actually work as an advantage. People love the underdog and so do businesses. It’s that lack of perfection that will make your marketing more relatable and establish a connection with your buyers.

But scrappy marketing needs team buy-in

There may be members of your team that will resist this different approach but having everyone on board is essential to its success. To get your team’s buy-in, you can create urgency by showing them the threats and opportunities and then build an alliance, not just with your marketing team but with an array of individuals at different levels of your organisation and who have different capabilities. Don’t be afraid to use data to gain support. Sometimes numbers speak louder than words.

Once you’ve got your team’s buy-in, encourage innovation and don’t let them be afraid to fail. Test quickly and learn from your mistakes just as quickly. This can help you from having big failures later on.

Scrappy marketing helps you close the loop

Part of the problem new companies have with new initiatives is that they tend to spend too much time arguing and stressing over what might be considered the minutiae of a campaign which only services to delay it going to market and receiving feedback from customers.

Scrappy marketing makes it possible to get things done quickly so it’s out there in front of your customers in no time. In turn, you receive feedback quickly so that you can start adjusting and improving where you need to for your next launch. Each time you run through a cycle, you are able to improve what you are doing but at a much quicker pace than if your team was trying to perfecting and polishing everything at once.

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

Build Better Email Marketing Campaigns (With Tips From Webinar World!)

At ON24, we’re all about webinar marketing. But webinars are more than just the event — they require a full suite of marketing expertise. That’s why we’re thrilled to share this article by Betty Kaufman, Senior Director of Content Marketing for Position² . In it, Betty lays out the email marketing rules — inspired by Webinar World 2019 — you need to abide by. This article originally appeared on Position².com. Shared with the author’s permission. 

Email continues to be a critical piece of most demand-gen marketing campaigns. But sadly, email doesn’t always perform the way you need it. Often leaving you to wonder if the email was opened, was it just deleted, or even worse, was it seen at all?

You know how it is, we have all done it. We skim through the long list of emails we receive daily and delete the ones that do not grab our attention. We are busy, in a hurry and usually on a different mission.

I recently attended Webinar World and took away a lot of great ideas that apply not only to webinars but also to email marketing.

Many of these ideas you will probably know, but do you use them on every email? Do your emails grab your email recipients’ attention and hold it long enough for them actually to open the email, and click through?

What can you do to send an effective email and to improve that email’s performance and get better click-through rates? If you follow these seven tips to improve emails, you’re likely to see much better open rates and marketing ROI from your email marketing strategy.

Email Tip #1: Enhance your Emails

Start with your email subject line. This is where you will grab or lose your email recipient’s attention. Spend a little extra time on your subject line. Treat this as if you were creating a thought-provoking, engaging blog headline. However, keep the length in mind. The optimal range should be between six and ten words. Keeping subject lines short and sweet will ensure that they look and read great for both PC and mobile users. Subject lines that are too long are often cut off on mobile devices. Thus, your reader will not get the best view of your email and may delete it or send it to the spam folder.

Your subject line should include action verbs that help direct the reader before they even open the email, and:

  • Be disruptive
  • Address a specific pain point
  • Promise change
  • Build curiosity
  • Create a sense of urgency

Try titles like these:

  • Top 10…
  • How to…
  • Insider’s Guide to…
  • 2018/2019 report…
  • Solving…

If you really want your email to have personality, consider adding an image, an icon, a dynamic gif or an emoji to the subject line or header. This will help use fewer words but get more information in a fun, engaging way.

Make sure to optimize images using alt text to help give a context for your email images. This helps if your images get blocked by the spam filters or email clients. Also, if you can, make the whole email clickable. If not, at least make the entire header clickable.

Try to alternate between HTML and plain text. Include images and colors along with plain text with no graphics or formatting.

Email Tip #2: Prepare Preview Text

The preview or preheader text is a quick snippet of text that follows the email subject line. Many email programs show a preview to help you decide whether to open the email or not, especially on mobile devices. If you use the preview text in the right way, it presents an extra shot at picking up the reader’s interest and sway them to read past the subject line. However, you only have a few characters to do so.

Remember to:

  • Keep preview text short and engaging
  • Keep the keyword or buzzwords to the beginning of the preview
  • Keep your headline promise the same through your preview text
  • Include a sense of urgency

Email Tip #3: target your Target Audience

Writing email copy that meets the needs of your audience can improve conversion rates tremendously. When you know your audience, you can better target their need and provide solutions. Build out a persona list before drafting your email copy. Use a segment list and sort it by demographic, gender, age, and type of industry. One piece of advice is to target the subscribers who interact with your emails the most.

There are times when people will look, but not download an asset. Send these people an email saying something like “We know this is very important to you. Here is one last reason why you should look at…” Make these on-the-fence emails look different from other marketing emails. Build those loyal customers and clients, one email at a time.

Email Tip #4: Personalize

Forget those email templates. Address the reader by their name and make them feel like a friend. Personalized emails can improve open rates tremendously and keep your email from being sent to the spam folder. Let’s face it; when we see our name, we feel a sense of belonging and feel that the email is created especially for us. Stay away from templatizing your emails and create them on a more personalized level by signing off with your own name instead of a generic company name. By keeping your email personal, you are instilling a sense of trust.

Improving Emails Tip #5: Use more you and less we – write in the second person

Keep your email targeting towards the reader. Try to refrain from the “me, our, we,” syndrome. Create your emails by using the pronouns “you,” “your,” “yours,” keeping the focus on the brand of the customer. Remember to give them answers that explain what is in it for them, how you can help them or their company.

Improving Emails Tip #6: Short, Sweet and Scannable

Recognize that the earlier somebody is in the sales cycle, the less time you have to talk to them. Get to your enticing point or value proposition quickly. Be respectful of their time. Do not use technical or sales talk. Keep it jargon-free and in layperson’s terms. Steer clear of overly promotional claims. Overall, create your email for those that scan read with subheads, bullet and numbered lists and small bite-sized information that is quick to digest.

Don’t forget those images!

No one said it better than Elliott Erwitt. “The whole point of taking pictures is so that you don’t have to explain things with words.” Images help support your marketing email message and tell your story.

Email Tip #7: Make those Calls to Action Shine

Never send an email that doesn’t have a follow-up call to action. If you want to increase your conversion rate, you need to think of your email campaigns as a customer journey. Each email should be an experience for your email recipients. Remember, when you’re on a journey, you’re always looking for the next step. So, figure out what path or following action you want the email recipient to take as a result of reading each email. Use your calls to action to make that step crystal clear.

A Couple Email Marketing Tips Beyond Email Content

Share your Information First

Forget about getting names as a priority strategy. This was the hardest takeaway for me. However, I am going to try to abide by it. The moment you ask people to fill out a form, you get pushback. How many people do not download your asset because they are not ready to tell you who they are? Therefore, you do not get their name or information. However, if your information is so valuable that everybody should see it, let everybody see it. Share it instead of hiding behind it. Wait until the bewitching hour – perhaps when somebody’s ready to request a demo – to get their information. This will also help with your subscriber list.

A/B Test Everything and Learn from Every Drop

Remember your email marketing strategy does not stop after sending the email. Don’t write all of your emails in advance. Learn from each email drop. Build a stronger marketing strategy by A/B testing everything – from the titles to the headers to the text to the images. Use what you learn to create subsequent emails to make them more effective.

Remember, your email copy and subject lines are only a part of a larger email marketing strategy. Get the strategy right and follow through with compelling email messages to get better open rates, conversion rates, and marketing ROI.

I hope these email tips have a positive impact on the performance of your next email campaign.

Coming Soon On WBPS: The 10 Common Webinar Mistakes to Avoid

Webinars have become the trusty Swiss Army Knife tool marketers require. Webinars are the foundation to any good marketing mix because they help generate pipeline, advance leads through the buying cycle and educate customers and prospects.

But, the use of such a scalable and personalizable medium has created competition for the time and attention of global audiences. Simply presenting a webinar isn’t enough.To break through the noise, you have to deliver great webinars.

What even makes a great webinar in the first place? If you pitted webinar marketers against webinar attendees, you’d get different answers. Most marketers are concerned with registrants, attendees and MQLs. Attendees care about content, engagement and overall experience. Either way, many webinars programs continue to run into the same set of issues.

Well, it’s time to replace fear of mistake with confidence of success.

Hosting countless webinars himself, Mark Bornstein has accumulated a wealth of webinar best practices. But even the best webinar programs can fall victim to common mistakes attendee experience. If your webinars are just falling short of success, join Mark on June 12 at 11 a.m. PDT (2 p.m. EDT) as he unveils his 10 Common Webinar Mistakes to Avoid in 2019.

Until then, here are two mistakes to avoid:

Mistake 1: Not having an on-demand strategy

  • Audiences help themselves to content when they want to today. You webinars should be there when they want them — even on mobile.
  • Nearly a third of webinar registrants attend on-demand. Some even miss the live event entirely. Don’t miss out on a third of your potential audience.
  • The increasingly global nature of business means international audiences are viewing your webinar content. Keep them engaged with available webinars.

Mistake 2: Leaving your audience out of the conversation

  • In too many webinars, presenters present while the audience simply listens. Think of webinars as two-way conversations instead of presentations.
  • Engagement becomes viewer analytics, providing insight into attendees, so provide opportunities for engagement.
  • Add polls, Q&A, social media tools, chat and other interactive elements.

Register now to join us on June 12 as we unveil the final eight mistakes, plus plenty more insight from the Chief Webinerd himself, Mark Bornstein.

How to Measure Webinar Success

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

Marketers are always asked to report on their performance, regardless of what approach you are taking. But in the context of scrappy marketing – and, in particular, when you’re running webinars – what numbers will you use to measure your performance? How do you know you’re successful? And what data points might provide inspiration for driving further results?

To help you, we’ve put together a few questions you either might get asked, or might ask yourself. Each guiding question has several points you can use to help find an answer suitable to you – as well as some suggestions on where scrappy approaches could help turn the dial.

How are webinars contributing to marketing’s goal?

Different marketing teams often work on different goals. But ultimately, most marketing is measured by how it impacts sales performance.

As such, here are a few areas to look at when assessing the impact of your marketing campaigns. If you haven’t yet connected your CRM or marketing automation platform to your webinar software, you should! ON24 Connect can help you do that seamlessly.

Chances are there are other channels that go into the touches for each prospect. To get a clearer picture, use your marketing automation or CRM to investigate what touches buyers went through in their journey. Even if you don’t have a full attribution model in place, this data will give you a good indication of how you are performing.

  • Marketing-generated opportunities by both volume, total amount and weighted pipeline value. Your company’s CRM will likely be the place to turn to for opportunity information. If you don’t already mark opportunity records as marketing-generated, export the list of opportunities your sales team is working on (including closed, lost, and open) and look to match these against your campaigns and webinars. Email addresses can often be an easy way of matching records.
  • Webinar-influenced sales-accepted leads (SALs). Assess which of the leads accepted by the sales team were influenced by a webinar.
  • Webinar-influenced marketing-qualified leads (MQLs). Look at the data within your marketing automation platform to understand how webinars are contributing to your MQL numbers.

Some scrappy ideas for influencing the above include:

  • Run scrappy campaigns against large target accounts. If you can open a large opportunity through webinars, this will help increase marketing’s contribution to pipeline. More information is in the Webinerd’s Guide to Account-Based Marketing.
  • Run scrappy webinars to further qualify leads – and get sales to join the session. If you need to influence the number of leads that sales is accepting, find out what information causes them to disqualify prospects (e.g. budget) and run webinars to screen for those attributes. Use both registration fields and poll questions to collect this data – and invite your sales team to answer Q&A in the background so they will be happy to pick up those leads directly.
  • Test calls-to-action in your webinars that boost lead score. While it’s tempting to adjust your lead scoring to boost MQL numbers, that tactic won’t do anyone any favors. Instead, try to increase engagement during your webinars in a way that contributes to building a prospect’s lead score – so more of them become MQLs.

How are webinars engaging our prospects?

There are many ways to measure webinar engagement – from simple figures such as attendee count, through to more granular metrics such as drop-off rate. Here are a few to assess.

  • Attendees and qualified attendees. This is a simple number – how many people watched your webinar? How many of those were qualified and fit your target prospect profile? But a word of warning – be careful that this number doesn’t become used as a vanity metric.
  • Engagement score. ON24 provides a simple to understand engagement score that uses participation, engagement and use of webinar features. This number can give you a benchmark to further drive performance.
  • Resource use. How many assets did your prospects engage within the webinar console?
  • Average viewing time. How long did your prospects stay tuned into your session?
  • Attendee feedback. Don’t forget about qualitative metrics. What do attendees say about your webinars? You can also poll them for this information.
  • Repeat viewers. How many of your prospects have viewed more than one webinar?
  • Account coverage. For your target accounts, how many decision makers have tuned into your webinars?

Many of these figures can be found within the ON24 Intelligence console – as shown below. Looking at the data, we can see that while average viewing time was strong, the engagement score could be improved – as well as running some marketing to increase on-demand viewing.

ON24 Webcast Intelligence Screenshot

The good news with all these tactics, there are scrappy ways to amplify success – many of which only require small tweaks. To drive up your engagement score, look at increasing the number of engagement options within the session or try different a different presenter. Put more resources on your webinar console and signpost them during the session. Take polls, but hang on to the answers to increase average viewing time. Ask for feedback in the Q&A. Tell attendees to sign up to the next webinar, or watch an always-on session. Run campaigns for specific accounts.

How successful is our webinar promotion?

As well as the success of the webinars directly, look for webinar metrics connected to influence sign-up and attendance rate. Figures to look at include:

  • Registrations and qualified registrations. How many people signed up? Of those, which registrants fit your target profile?
  • Attendee conversion rate. How many of those registering actually showed up?
  • Cost-per-registration / cost-per-lead. If you paid to drive registrations, what was the average cost?
  • Registration page conversion rate. What percentage of people are converting on the registration page?
  • Conversion rate from channels. Which channels are performing better than others?

Taking a scrappy approach to improve these could include:

  • Making use of third-party sites and syndication to boost registration counts. If you need more people signing up, working with a partner that has a large audience can help.
  • Experimenting with landing page copy. What could you do to make signing up irresistible? Feel free to experiment and do something new.
  • Try different channels. If you’re stuck on using just email, change things up. Add social promotion, incentivize your sales team, get your friends to share it! As an example, Twilio used Facebook ads to boost its audience by 30% – a channel overlooked by many B2B marketers.

How will you use this data?

This isn’t a question that demands numbers, but highlights a key aspect of success with any marketing. You need to find out what works and how well it’s working to close the loop on your efforts and make next time even more successful.

The quicker you can get this data and change your approach, the faster you will see improved results.

Want to benchmark yourself against other ON24 customers? Then check out our Webinar Benchmarks for 2019 report.

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.

How to Turn Your Webinar Into a Podcast

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

Recently ON24 has been turning webinars into podcasts and other content for its CMO Confessions series.

Many ON24 customers have been asking what are the steps behind this process? Well we are happy to share these with you!

With podcast listening on the rise, repurposing your webinars is another scrappy marketing technique that can help you get more out of your marketing.

The steps below assume you already have a topic in mind – if not, read our checklist on running a content marketing brainstorm to surface some ideas.

Secure Guests

Guests are a critical element to many webinars and podcasts. Not only will they help create an engaging session, but they will also help promote your content more widely. To get guests onboard, follow these steps.

  • Set some provisional dates. Your potential guests will have busy schedules, and you have a marketing calendar to fill. Before you reach out to them, have provisional dates in mind to make sure you can align calendars.
  • Create a shortlist. With a topic and dates in mind, now you are in a position to figure out who might be a good fit. Get names and emails together so you can start reaching out.
  • Conduct outreach. Get either one of your senior team members, the webinar host, or a co-worker who knows them to get in touch and see if they are interested. If you don’t get a reply first time round, send a reminder to get back to the top of your inbox.
  • Get acceptance and their bio info. Once they’ve accepted, confirm details such as their exact title, bio and headshot. You can offer to take these from LinkedIn to save them time.

Agree on Talking Points

So your guests are comfortable on the day, run through these steps to get agreement on what you’ll discuss on the day.

  • Schedule a pre-call. Get your guests on a call first to run through the session and what you’ll be discussing.
  • Use a shared document for ideas. A good way to collaborate before the webinar is to use a shared document (such as Google Docs) that you can edit and work on while you’re having the call.
  • Cover what the guests will be saying. Use your shared document to confirm questions and topics so your guests can prepare and won’t be asked questions they aren’t comfortable with.

Set Up Your Webinar Page

Now you have a date, topic, speakers and their bios, put together your webinar registration page as normal and carry out your promotion. If you need more guidance, read our post on driving webinar registrations at speed.

Do a Test Call

Before every webinar, it’s always good to do a test call on your webinar platform to ensure everything works and the audio quality is clear for all of your guests.

If audio could be improved during this test call, make suggestions on how your guests can make it better – for example, by using a separate microphone, or by finding a quieter meeting room.

Run and Record Your Webinar

With the date, time, topic and guests all lined up, all you need to do now is run and record your webinar.

While speaking, try and keep your distance to your microphone consistent to ensure the audio quality for the podcast will be as high as possible.

Download The Recording

After you’ve run your webinar (and followed up with those leads of course!), download your recording — or, in the case of the ON24 Platform, Presenter Media — so you can get it ready to publish as a podcast.

Edit the Recording

Make any light edits as required to improve the audio quality of your session. In line with our other advice on scrappy marketing, keep this to a minimum to reduce the time it takes you to turn around your podcast.

Add Intro / Outro Music

Just as you should brand your webinar console, you should brand your podcast with intro and outro music. This will help add consistency to your sessions and let your listeners know when one episode has finished and another has started.

Make Creative for Podcast Channels

To help promote your podcast, put together creative (such as banners, icons, headshots) and your promo copy so those browsing for content will know what you are covering.

Upload Podcast Episode to Podcast Channels

With your podcast and creative ready, now you can upload it to your podcast channels to start gaining an audience.

ON24 uses Podbean, but there are other podcast hosting services that you can experiment with.

Transcribe Your Podcast as a Blog Post

To help your podcast work even further, consider getting it transcribed to use as a blog post.

This can be particularly useful for those who prefer not to listen or might otherwise not be able to do so.

Share the Podcast with Your Guests

Your guests will likely be delighted to be featured on a podcast! As such, they can help you market it.

Share the podcast link with them so they can promote it to their own networks.

Share the Podcast More Broadly

In line with our other scrappy marketing tips, you want to get better results for less.

Make sure you share your podcast on your other channels and get your coworkers to share it too.

Happy Podcasting!

Tune into our CMO Confession series to listen to tips from those at the forefront of the marketing industry.