Audience
Audience can refer to the attendees in a live or on-demand webinar and/or individuals/professionals targeted in a marketing campaign.
What Is an Audience?
An audience refers to the group of individuals or professionals who attend a live or on-demand webinar, as well as the targeted viewers that B2B marketers reach through promotional campaigns. Within the ON24 Intelligent Engagement Platform, the audience represents both active participants engaging in webinars and prospective viewers identified through marketing efforts.
An audience can include:
- Live attendees who interact through polls, chat, and Q&A during a session.
- On-demand viewers who watch recorded webinars at their own pace.
- Targeted prospects reached through emails, ads, or campaign outreach.
By understanding and segmenting these audience types, marketers can create meaningful digital experiences that drive engagement, generate leads, and nurture long-term relationships—across every region and time zone.
Why Is Understanding Your Audience Important?
Knowing your audience is essential for building engaging webinars and effective marketing campaigns. When marketers understand who their viewers are, what they need, and where they are located, they can create content that resonates globally while maintaining local relevance.
B2B marketers must ensure both live and on-demand audiences have the chance to engage successfully:
- Live audiences can participate in real-time polls, chats, and Q&A sessions.
- On-demand audiences can engage through post-event surveys, downloads, and personalized content hubs.
By designing for both groups, marketers ensure that every participant—no matter when or where they join—feels included in the experience.
What Is an Audience Used For?
In marketing and webinar strategy, your audience is the foundation of your communication plan. ON24 helps marketers use audience insights to:
- Segment and personalize campaigns: Group audience members by industry, role, location, or engagement behavior.
- Deliver targeted messaging: Create relevant, localized content that speaks directly to each segment’s pain points.
- Measure engagement globally: Track how audiences across different regions interact with webinars and digital events.
- Improve content strategy: Use data from audience behavior to refine topics, formats, and follow-up programs.
For example, if you’re hosting a continuing education webinar for lawyers, your targeted audience might include legal professionals across multiple countries. By identifying regional needs—such as compliance laws or training requirements—you can tailor your content and promotions to each area, ensuring global relevance with local precision.
How To Identify and Understand Your Audience
If you don’t already have detailed audience insights, ON24 provides multiple ways to learn who your audience is and how they engage. Start by:
- Analyzing registration data – Understand who signs up and where they’re located.
- Running engagement surveys – Ask attendees what topics they value most.
- Leveraging first-party data – Use ON24 analytics to track behavior across webinars, content hubs, and landing pages.
- Developing audience personas – Create profiles for key roles or industries to tailor content more effectively.
These insights allow marketers to create data-driven content strategies that perform well across global markets.
Key Benefits of Knowing Your Audience
- Personalized Content Creation – Deliver messages and materials that resonate with specific audience segments.
- Improved Global Reach – Adapt content and scheduling for regional audiences in EMEA, APAC, and the Americas.
- Higher Engagement Rates – Build interactive experiences that encourage participation from both live and on-demand viewers.
- Data-Driven Strategy – Use audience analytics to guide marketing and content decisions.
- Better ROI – Focus resources on the audiences most likely to engage and convert.
FAQs About Audiences
- What’s the difference between an attendee and an audience?
- An attendee is an individual who joins a specific webinar session, while an audience refers to the larger group of targeted or participating individuals across live and on-demand experiences.
- Can I segment audiences by region in ON24?
- Yes. ON24 allows marketers to view and segment audience engagement by region, language, and campaign source—helping global teams localize messaging.
- How do you engage on-demand audiences?
- Offer post-event surveys, gated resources, and follow-up content hubs tailored to the topics your audience interacted with most.
- Why is it important to know your audience in B2B marketing?
- Understanding your audience helps you create relevant content, align marketing with buyer needs, and increase conversions.
Conclusion
An audience is more than just a group of viewers—it’s the heart of every successful webinar and marketing campaign. Whether live, on-demand, or targeted through outreach, your audience provides the insights and engagement data that power smarter strategies.
With ON24, marketers worldwide can identify, understand, and engage audiences across every region—delivering personalized, data-driven experiences that build stronger connections, deeper insights, and measurable growth.