Reinventing B2B Publishing for the Digital Age

Size: px

Start display at page:

Download "Reinventing B2B Publishing for the Digital Age"

Geoffrey Daniel
6 years ago
Views:

1 Reinventing B2B Publishing for the Digital Age

Contents 03 05 08 11 13 15 17 20 23 Enter the New Breed of Publishing Marketers Webinars: Made for Media Marketers ON24 Webcast Elite: Designed to Get Their Attention Exceed B2B Quotas with

2 Contents Enter the New Breed of Publishing Marketers Webinars: Made for Media Marketers ON24 Webcast Elite: Designed to Get Their Attention Exceed B2B Quotas with ON24 Maximize Attendance with Anytime Access Engage & Extend Audiences at Scale Capture Mindshare with Rich Media Boost Client ROI with ON24 Intelligence Make Your Clients Smile with ON24 2

Enter the New Breed of Publishing Marketers The publishing industry has experienced major turmoil over the last decade. Prestigious titles have disappeared, relics of the pre-digital age.

3 Enter the New Breed of Publishing Marketers The publishing industry has experienced major turmoil over the last decade. Prestigious titles have disappeared, relics of the pre-digital age. But many media companies are surviving and thriving by looking beyond traditional business models to discover opportunities in the challenges they face. Brand industry leaders are diversifying their product lines and offering services from content marketing and lead generation, to e-commerce, sponsored events, and website syndication. This diversification empowers B2B publishing marketers to use the digital tools and devices they know so well to promote new lines-of-business (LOB) across multiple channels, with an ever-increasing focus on mobile for high-roi lead generation. This new breed of B2B media marketers leverages , social media, AdWords, landing pages, blogs, and newsletters to reach today s mobile audiences. Unfortunately, many struggle with webinars, a marketing tool that s stood the test of time. Why? 3

The Fundamental Need for B2B Media Remains Unchanged Business requires category-specific information and data in order to operate profitably, plan ahead, anticipate opportunity and minimize risk.

4 The Fundamental Need for B2B Media Remains Unchanged Business requires category-specific information and data in order to operate profitably, plan ahead, anticipate opportunity and minimize risk. 1 The team at ON24 would like to take you on a journey as we explore the amazing things you can do with an easy-to-learn and use webinar solution made for the digital age. ON24 Webcast Elite is truly the gift that keeps on giving in it s ability to multiply and extend the impact and ROI of a single event across multiple channels and devices, saving you time and money your team can use to run more campaigns. Only 7% of 1044 marketers recently surveyed say they give great webinars

Webinars: Made for Media Marketers As B2B media/publishing marketers, you undoubtedly use webinars to promote your titles, services, and publications and to deliver high-value leads to your sponsored

5 Webinars: Made for Media Marketers As B2B media/publishing marketers, you undoubtedly use webinars to promote your titles, services, and publications and to deliver high-value leads to your sponsored webinar clients. But do you think you re using this popular marketing tool to its maximum potential? Surprisingly, even with all the changes driven by digital marketing and mobility, webinars continue to drive the buying cycle, according to market research firm SiriusDecisions. 4 Webinars are rated as the #1 marketing tactic for generating leads by Forrester s Tech Marketing Planning Guidance. 3 3,4 5

6 IT SHOULD BE EASY Why are so many marketers (93%) frustrated with the quality of their webinars? Our ON24 experts know it s not user error, but the solution itself that makes it difficult to create interactive events that truly engage today s distracted audiences. Another challenge is a webinar platform that is closed and rigid, so marketers are unable to extend the value of their webinar content by integrating with CRM and other customer-focused systems. Finally, traditional webinar solutions lack the ability to measure engagement levels and other key success factors, so marketers are unable to identify high-value prospects or improve the quality of their events. Whatever the reasons, professionals from all disciplines will continue to attend webinars to learn, imagine, engage, and bring home content that is of value to them. Of course, if polled, they d probably admit that webinars could be a lot more interesting and engaging and offer a wider variety of formats and delivery options. So where does this leave B2B publishing marketers whose success depends on delivering measurable webinar ROI to their clients? 6

7 Webinars are the most difficult channel for marketers to measure, according to a report by Millward Brown (gated). 5 WEBINARS DRIVE THE BUYING CYCLE DRIVING AWARENESS LEAD GENERATION LEAD NURTURING UPSELLING & CROSS-SELLING Nothing was efficient about our old provider. Since switching to ON24, I ve saved hours of time setting up my webinars. 50% Website 51% Webniars/Webcasts 59% Telemarketing 55% Sales Enablement - Jo Amone, Director of Production, Editorial Projects in Education. 45% Webniars/Webcasts 39% Telemarketing 44% Sales Enablement 42% Webniars/Webcasts 44% Content Marketing 39% Sales Enablement 37% Webniars/Webcasts 38% Telemarketing 44% Analyst Relations 38% Website 37% Content Marketing 35% Channel Enablement 43% Search Engine Optimization 37% Seminars and Events 36% Seminars and Events 31% Seminars and Events 5 7

ON24 Webcast Elite: Designed to Get Their Attention The average human attention span has fallen from 12 seconds in 2000, to eight seconds around the time the mobile revolution began.

8 ON24 Webcast Elite: Designed to Get Their Attention The average human attention span has fallen from 12 seconds in 2000, to eight seconds around the time the mobile revolution began. 6 And that s why ON24 Webcast Elite was designed from the ground up to make it easy for marketers to use all the cool tools in our webinar toolkit to attract and retain today s rapid-processing, multi-tasking, short-attention-span audiences. And believe it or not, that s most of us. ON24 WEBINAR MARKETING PLATFORM Deliver live, simulive, and on-demand webinars to any audience. Easily create, edit, repurpose, and publish video and webinar content. Track audience engagement instantly to find your best leads. 8

A B2B MEDIA MARKETING POWER TOOL ON24 Webcast Elite is the only webinar solution purpose-built as a marketing platform, and the most powerful, scalable, feature-rich, and intelligent multi-media

9 A B2B MEDIA MARKETING POWER TOOL ON24 Webcast Elite is the only webinar solution purpose-built as a marketing platform, and the most powerful, scalable, feature-rich, and intelligent multi-media solution available on planet Earth. 1. Accessibility No downloads, plug-ins, or conference call numbers required, so you can maximize attendee lists for your clients. 2. Interactivity 30+ interactive tools and widgets to keep them engaged for the long term. 3. Customizability Custom colors, logos, images, and top-line messaging to promote and complement your client s brand with your own. 9

10 4. Intelligence Detailed analytics and reports provide real-time insight into the attendee engagement, as well as event or campaign-level metrics. 5. Integrations Seamless integration into the most popular marketing automation and CRM platforms. Whether the topic of your sponsored webinar is educational or entertaining, with ON24 Elite, you can choreograph an event that will keep attendees engaged with animations, videos, speakers, polls, interactive sessions, and more. ON24 has the best webcasting technology for marketers. The Forrester Wave Enterprise Video Platforms And Webcasting; Q1 2015, Forrester Research, Inc Webcasting-Wave-Report.pdf 10

11 Exceed Your B2B Quotas with ON24 As a B2B publishing marketer, you may have intense deadlines and quotas to meet in your segment, industry, or discipline. But many of you also conduct webinars on behalf of client sponsors, using your database of subscribers to drive leads. Because your sponsors rely on these webinars to generate demand, it s absolutely critical that you generate high-volume, high-quality leads. With ON24, we ve been able to cut costs, reduce training time by 75%, and increase webinar cadence by 300%. Miles Szoda, Web Content Specialist, Jameson Publishing Inc. With ON24 Elite, you can easily create, customize, and deliver media-rich, fully branded webinars, events, videos, and learning environments on time and on budget, all from one unified platform and one intuitive console. Because ON24 is so easy to learn and use, you can run more successful webinars and drive more ROI every quarter. 11

12 YOU CAN DO THIS ALL DAY LONG The audience console is great for attendees. They can move widgets around and make the webinar experience unique to them. Stacy Combest, Digital Marketing Manager, WTWH Media Okay, it s show time: you enter your webinar with just one click, then move through slides guided by a user-friendly interface. Got a speaker for your event? It s a snap for any speaker to present or hop on a webcast without any hands-on guidance or training. Having flashbacks of screen freezes or Flash crashes or painful transitions? You can count on your ON24 webinar to work all the time with no plug-ins or downloads to install and no hang-ups or sluggish response times. Need to ramp up your client s attendee list? Automated reminders are only a click away. Registered participants are never locked out due to corporate IT restrictions. And if anyone misses your event, you can make it available on demand from the ON24 platform. 12

13 Maximize Attendance with Anytime Access If you re feeling over-extended, over-booked, and overwhelmed some days, you re not alone. Many of your webinar attendees are in the same boat; they just never know when it s going to make them miss your event. And when you lose attendees, your client s list of leads gets shorter, reducing their ROI, and your repeat business. ON24 Elite lets you configure the perfect media and delivery format for every audience, anytime, anywhere. Attendees and would-be participants can experience, record, and revisit your webinars on their schedule with live, on-demand, simulive, or a combination of formats, right from their desktops or mobile devices. 13

1. Live Webinars Take your ON24 events to the next level with streaming video, slides, and interactive tools including Q&A, polling, Twitter feeds, and more.

14 1. Live Webinars Take your ON24 events to the next level with streaming video, slides, and interactive tools including Q&A, polling, Twitter feeds, and more. With ON24, all live webinars become on-demand events after the live event is complete, so you can easily reach audiences that were unable to attend at the scheduled time. 2. On-demand Webinars Expand audience reach and webinar ROI by recording a webinar that can be viewed anytime, anywhere, with full interactivity, including polls, surveys, Q&A, and more. 3. Simulive Webinars With ON24, you can ensure a polished and stress-free presentation, enabling presenters to focus on engagement or to share content even if they are not available. Just pre-record your webinar and run as a simulive event with full interactivity. And if you really want to show off, combine simulive and live portions; for example, host a live Q&A after the simulive presentation is complete, for a real-time connection to your audience. Best of all, it only takes minutes to familiarize yourself with ON24 tools and controls and get started with each client s webinar. 14

15 Engage and Extend Audiences at Scale ON24 publishing marketers tell us that they may run hundreds of webinars each year. Their schedules and audiences can be wildly unpredictable, and they may only have weeks or days to prepare. UNLIMITED AUDIENCES = UNLIMITED OPPORTUNITIES From one unified, intuitive platform, anyone on your marketing team will be able to easily create, customize, and deliver media-rich, fully branded webinars, events, videos, and learning environments at scale. ON24 offers a simple way to create, customize, and run webinars without the need to extensive training or technical knowledge. Miles Szada, Jameson Publishing Inc. ENGAGE, PERSONALIZE AND EXTEND WITH ON24 Finally, you can engage, personalize, and extend the content and data from every event and use it to generate new campaigns,web pages, social media conversations, and resources. And we re not talking about two to three staffers. Just you. It s that easy. 15

YOU CAN + + Organize all your best content in a single Content Gateway + + Publish all your live and on-demand events to webpages and social media sites + + Embed content directly onto any webpage +

16 YOU CAN + + Organize all your best content in a single Content Gateway + + Publish all your live and on-demand events to webpages and social media sites + + Embed content directly onto any webpage + + Get in-depth engagement and viewing data on all content from any source + + Publish to YouTube, LinkedIn, Facebook, and Twitter with a single click + + Edit and repurpose webinar content for multi-touch micro campaigns + + Integrate engagement data into MAS and CRM across the buyer and customer lifecycles to drive sales and marketing revenue opportunities 16

17 Turn Attendees into Participants ON24 Webcast Elite is chock full of features, tools, and just totally engaging for you and your audiences. From Q&A, surveys, polls, social media connections, to on-camera presenters, live industry updates, and engaging video clips, ON24 Elite gives you more than 30 interactive tools and rich media features to ensure your client s attendees are engaged and enjoying every minute of your webinar. Use rich media features like live screen share, webcam, and broadcast video to deliver a complete multi-media experience, with no more Flash issues with ON24 s all-html5 format. Promote on-demand webinars, share videos, and turn PDFs into interactive flipbooks. You can even select which assets require registration to download or view, and encourage engagement with related content recommendations. 17

KEEP AUDIENCES INTERESTED AND ENGAGED With ON24, you can ensure participation through surveys, snap polls, discussion groups, use case studies, and more.

18 KEEP AUDIENCES INTERESTED AND ENGAGED With ON24, you can ensure participation through surveys, snap polls, discussion groups, use case studies, and more. Additionally, professionals from all disciplines are always interested in peer opinions, experiences, and lessons learned, so this portion of your webinar could really boost conversions. Host Thought Leaders, Educators and Innovators Invite subject matter experts, industry analysts, educators, scientists, and customers, and don t forget the front-line workers in your discipline who may bring a more realistic perspective to the discussion. Whatever the topic, your audience will appreciate the advice, experience, and knowledge they gain that they d never be able to access otherwise. And don t forget to use topical videos, podcasts, presentations, and white papers as takeaways or follow-up content to the discussions, available for download during your event or 24/7 on your Content Gateway. 18

19 Unparalleled Audience Interactivity Fundamental Complementary Communication Social Media External Content On-demand Training 19

20 Boost Client ROI with ON24 Intelligence ON24 Provides Instant Access to Detailed Analytics to Tell Where Your Best Leads are. EVENT ANALYTICS CAMPAIGN ANALYTICS BENCHMARKING AND TRENDS PORTALS AND SYNDICATION Lead Sources Campaign Score Benchmark Indices Portal Analytics Engagement Score Campaign Trends My Webinar Trends Syndication Analytics Resource Activity Power Leads Industry Trends Multimedia SEO For B2B media marketers, the success of your sponsored webinar is not determined solely by the number of attendees. To develop an effective webinar strategy, you need a continuous source of feedback, data, analytics, and industry benchmarks. 20

Only ON24 provides the interactivity, content management, and analytics tools you need to measure and optimize your B2B webinar program and your sponsor s satisfaction.

21 Only ON24 provides the interactivity, content management, and analytics tools you need to measure and optimize your B2B webinar program and your sponsor s satisfaction. Every client expects high-quality leads from your webinar. However, detailed analytics and reports are a significant value-add, that provide insights into the engagement levels and behavior of each audience. IDENTIFY YOUR SPONSOR S BEST PROSPECTS Whether your webinar is live or on-demand, ON24 industry-leading analytics calculate engagement scores to better qualify leads and establish each attendee s level of interest in your sponsor s offerings. Clients can share the data with Sales, use the data for future campaigns, and generally enhance their understanding of their most viable target audiences. Maximize the Value of ON24 Insights Our ON24 publishing customers appreciate the value of integrating attendee data and insights directly with their marketing automation and CRM systems to enable immediate and effective follow-up by their marketing and/or Sales teams. 21

22 The ON24 Engagement Score Gives You a Unique Measurement of Audience Engagement. Time in Webinar Questions Asked I love the built-in engagement score which makes it really easy to see how engaged attendees were at a glance. Jessica Schrader, VP of Marketing, ITG Polls Answered Surveys Submitted Resources Viewed 10 Engagement Score Find Out How You re Doing Check out the intuitive ON24 Intelligence Dashboard for detailed data and reports on the success of your individual webinars. Plus, campaign-level analytics aggregate metrics from all of your webinars, providing trending data on leads generated, engagement scores, and performance. 22

Make Your B2B Clients Smile with ON24 The media and publishing team at ON24 is excited and ready to help you and your B2B fellow marketers team overcome the obstacles and frustrations of trying to

23 Make Your B2B Clients Smile with ON24 The media and publishing team at ON24 is excited and ready to help you and your B2B fellow marketers team overcome the obstacles and frustrations of trying to make traditional webinars perform like digital age solutions. Vendors can upgrade, patch it, or pile on features even they can t use, but if the webinar platform wasn t built for digital applications from the ground up, they d still have inherent limitations. When you partner with ON24, you gain not only the most powerful webinar machine in this solar system, but you also get the support and expertise of our webinar gurus, who are always ready to help. Won t you take advantage of our powerful ON24 Webcast Elite webinar marketing platform by choosing from a variety of out-of-the-box solutions, or by working with our ON24 webinar wonks to customize your fully integrated, customer-focused solution? We can t wait to show you how to maximize your sponsored webinar program ROI and deliver the right message to the right audience at the right time. Take a tour of ON24 Webcast Elite today. We re a blast to work with. Contact us today at... 23

24 ABOUT ON24, INC. ON24 is the leading webinar marketing platform for demand generation, lead qualification and customer engagement. It s award-winning, patented, cloud-based platform enables companies of all sizes to deliver engaging live and on-demand webinars. Providing industry-leading analytics that can be integrated with all leading marketing automation and CRM platforms, ON24 enables marketers to optimize demand generation, enhance lead qualification and accelerate sales pipeline opportunities. Additional applications for the ON24 product portfolio include virtual training, talent development and town hall meetings. More than 1,000 enterprises rely on ON24, including IBM, CA Technologies, Merck, JPMorgan Chase, Credit Suisse, and SAP. The company is headquartered in San Francisco, with offices throughout the world. For more information, visit ON24.com. ON24, INC. 795 FOLSOM ST., FLOOR 3, SAN FRANCISCO, CA

ON24 for. Partner and Channel Enablement

ON24 for. Partner and Channel Enablement ON24 for Partner and Channel Enablement If you only had one or two partners, it would be easy to keep them up-to-date on the latest and greatest product developments. But as your partner channel expands,