
The What, Why and How of Engagement for Increased Marketing Pipeline

Engagement is one of those words that marketers often talk about. But if weâre put on the spot to define it, many of us can feel stumped.
When weâre at a management meeting trying to explain our numbers and the problems with our pipeline, it doesnât do us any favors when we canât explain what we mean by âengagementâ.
Itâs also too easy to kid ourselves by using vanity metrics to show how âengagedâ our target audience is. This might get some breathing room in the short term.
This blog post is the second in our Fix My Funnel program. Join us for a series of webinars, workshops and exclusive one-on-one sessions with todayâs leading B2B marketers, as well as being able to download playbooks, best practice guides and more!
But hereâs the reality: the longer we go without bringing measurable revenue to the table, the higher the chance that HR will suggest we âexplore other opportunitiesâ or put a pink slip in our hands.
Fortunately, the ON24 team and other leading marketers are here to help with the Fix My Funnel program.
What weâre covering in this fix
Even if we have trouble in explaining engagement, all B2B marketers know that itâs important.
We know buyers need multiple touches before being sales-ready. We know the buying cycle is long and engagement helps keep our brand front of mind. We also know that the data we capture through engagement helps us to surface buying signals, allowing us to qualify leads and provide a better buyer experience.
But before we fix our funnel, we need to answer some key questions. What do we really mean by engagement at our own organization? How does engagement different across the buyerâs journey? And how do we drive engagement in a way that gets our buyers to the end of the funnel?
To answer these questions, on April 8th Iâll be joining experts from NetLine, Ceros and Conversica to figure out the what, why and how of engagement for increased marketing pipeline.
On this session, youâll hear from:
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- Tessa Barron, VP of Marketing, ON24 (me)
- David Fortino, Chief Strategy Officer, NetLine
- Zarina Stanik, Director of Events, Ceros
- Amanda DePaul, Senior Director of Demand Gen, Conversica
If you havenât yet done so, make sure to register today for Fix My Funnel so you can ask your questions live.
What else can we get right now?
Fix My Funnel is all about being able to take actionable steps to diagnose, repair and optimize your B2B marketing efforts.
To help you do this for this, youâll be able to access a curated selection of guides, reports and on-demand webinars all in one place, including:
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- âThe Guide to Creating Engaging Virtual Event Experiencesâ by Ceros
- âBridging the Sales and Marketing Divide: Key Insights to Drive Engagementâ by Conversica
- NetLineâs Annual Content Consumption Report
- âHow to Use ON24 Engagement and Data for Marketo Campaignsâ by ON24 and Workfront
Weâll also be producing checklists and summaries along the way, together with a wrap-up ebook at the end of the series.
Sounds great! So whatâs next?
If you havenât yet signed up to Fix My Funnel, what are you waiting for?! Sign up today to get your funnel fixed and maximize your marketing.
Plus, to give you a breather from the hard work, our next fix will aim to inspire you with a fireside chat from a tech CMO who has increased revenues by hundreds of millions of dollars in the space of a few years.
Make sure you donât miss out on the program. We look forward to seeing you there!