Accelerating leads through the buyers’ journey
Meltwater has implemented a successful engagement strategy with the ON24® Platform by using digital experiences to identify quality leads and move them along the path to purchase. The company runs webinars, focused around topics that tie into its product suite to build brand recognition. The webinars feature expert speakers—authorities who can communicate and amplify Meltwater’s message.
Meltwater uses ON24’s simulive functionality to pre-record content and put presenters at ease, as well as enabling their team to edit together multiple presentations. To maintain a personal connection to their audience, the company rolls over to live mode after the pre-recorded presentations for real-time Q&A sessions.
“With simulive webinars, you don’t lose that feeling of interactivity because you still have the Q&A at the end, but you secure the content in advance so you don’t risk having this great opportunity fall flat with the pressure of running a live event,” Mathew said.
With the engaging features of ON24 Webcast Elite—such as the Q&A, survey, call-to-action and social media tools— Meltwater can create memorable, interactive experiences for its audience. The prominent in-webinar surveys enable the company to qualify leads and quickly drive survey data to its sales team so that they can take action.
Meltwater also repurposes webinar recordings to get the most out of the content and reach a broader audience. First, the company ensures that on-demand versions are readily available on the Meltwater website. Webinar attendance is considered so high value that any new registrants are sent directly to the sales team to follow up as a potential lead. Meltwater also uses snackable webinar content on social media to help drive additional attendance. For example, the company will create a 30-second video preview of a webinar, share it on social and link it to the full recording to drive more views.