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#SPS16
SPONSORED BY:
Keys	To	Engagement-Based	Marketing:	
How	To	Integrate	Webinars	And	Optimize	
Content	Delivery	To	Drive	Each	Stage	Of	
The	Buying	Cycle
#SPS16
Follow	This	Webinar	On	Twitter
#SPS16
Demand	Gen	Report:	@DG_Report
Brian	Anderson:	@G3Brian
ON24:	@ON24
Mark	Bornstein: @4markb
#SPS16
About	Demand	Gen	Report
• Tracking	strategies	&	solutions	in	lead	
generation	&	marketing	tech	since	2007
• Daily	news	and	analysis,	special	reports,	
original	research	and	live	events
• Newsletter	reaches	40,000	readers
• Additional	resources	at:	
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists
#SPS16
Join	The	Conversation
Submit	your	
questions	here
Download		
today’s	resources
Join	the	conversation
#SPS16
#SPS16
How	Are	We	Doing?
#SPS16
• Share	on	social	using	the	hashtag	#SPS16
• Refer	a	colleague	to	attend
• Submit	questions	&	answer	polls	during	the	webinar
• Take	our	post-webinar	survey
• BONUS	– Attend	all	#SPS16	sessions	live
Participate	To	Better	Your	Odds
#SPS16
Featured	Speakers
MODERATOR:
Brian	Anderson
News	Editor
Demand	Gen	Report
Mark	Bornstein
VP of	Content	Marketing
ON24
@4markb
Keys to Engagement-Based Marketing
How to integrate webinars and optimize content delivery to
drive each stage of the buying cycle
Mark Bornstein
VP, Content Marketing
ON24
What keeps marketers up at night?
The New Marketing Dynamic
65%
Percentage	of	buyers	are	
self-educating	before	
engaging	with	sales
The changing role of marketing: 5 years ago
Marketing
Sales
Sales
Sales
The changing role of marketing: Today
Marketing
Marketing
Marketing
Sales
How Does Marketing Drive the Sales Cycle?
1st Touch 2nd touch SALE3rd Touch 5th Touch4th Touch
• We get fewer exposures with our prospects
• Increased marketing noise
• Hard to measure sales readiness
6th Touch 7th Touch 8th Touch
The Typical Marketing Playbook
We all follow the same playbook, using the same
tools, and somehow we expect different results
What do these marketing tactics have in
common?
White Papers
Videos
ebooks
Infographics
Case Studies
Conference Sponsorships
Events/Parties
Seminars
Name
Name Qualified Lead
©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.17
What does this mean for marketers?
• Content delivery must be
engagement-driven
• Each engagement should
measure sales readiness
• It’s not about more leads,
it’s about better leads
Webinars:
The Ultimate Engagement Tool
Average Webinar Viewing Time
* 2016 ON24 Webinar Benchmarks Report
©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.20
Webinars drive the buying cycle
Source: Tech Marketing Planning Guidance (Forrester)
DRIVING
AWARENESS
50%
website
45%
webinars/webcasts
44%
content marketing
44%
analyst relations
43%
search engine
LEAD
GENERATION
51%
webinars/webcasts
39%
telemarketing
39%
sales enablement
38%
website
37%
seminars and events
LEAD
NURTURING
39%
telemarketing
44%
sales enablement
37%
webinars/webcasts
37%
content marketing
36%
seminars and events
UPSELLING &
CROSS-SELLING
55%
sales enablement
42%
webinars/webcasts
38%
content marketing
35%
channel enablement
31%
seminars and events
How do you feel about your webinars?
21©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
How do you feel about your webinars?
A. They are great
B. They are just ok
C. We are putting our audiences to sleep
Poll #1 (choose one only)
22©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
In a survey of 1,044 marketers, only
7% said they give “great webinars.”
*2015 ON24 webinar poll
Keys to Engagement-
Driven Webinars
Are your webinars…
Presentations Conversations
OR
©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.26
Multi-Directional Interactivity
Presenter	to	Audience	
Audience	to	Audience
Audience	to	Presenter
©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.27
Interactive Webinar Tools
Poll
©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.28
Example: Audience Driven Engagement
Key Elements:
• Enable Event Sharing
• Social Media Applications
• Blogs
• Forums
• Community Sites
Benefits:
• Build social footprint
• Extend reach of your event
• Drive audience to additional engagement
Turn your webinars into social events
©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.30
Integrated Content, Calls-to-Action
©2016ON24,Inc.AllRightsReserved.|ON24,Inc.Confidential.31
Integrated Content, Calls-to-Action
Sign	Up	for	Next	webinar Free	Trial Forum	Page
Key Elements:
• Content downloads
• Links to webinar or video channels
• Links to resource centers
• Integrated video clips
• Links to Free Trials and Demos
• Appointment Setting
Integrated Calls-to-Action
How many marketing touches in one hour?
1st Touch 2nd touch SALE3rd Touch 5th Touch4th Touch 6th Touch 7th Touch 8th Touch
Webinars Across
the Buying Cycle
• Live or Simulive
• Interview format
• Video clips of deployment
• Multiple customer discussions
• Focus on ROI
• Can be shorter webinars
• Great on demand content
Mid Funnel: Case Study Webinars
• Live or on demand product demo
• Video (show, don’t tell)
• Screen Share
• Downloadable product guides &
datasheets
• Links to additional product
resources (videos, forums, etc.)
BOFU: The Deminar
36©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
• Audience driven conversations
• Video for personal touch
• Use Q&A and Polling to drive
discussion
• Great as a part of social forums
• Sales reps can use this format too
• Include special offer or trial as part
of the webinar
BOFU: Q&A Sessions with Product Managers
37©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
Webinars to Drive Nurture
& ABM Programs
Why are lead acceleration programs so
ineffective?
39©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
Nurtures are usually built with written content offers, revealing little data
on interest of prospects.
White Paper
White PaperInfographic
Newsletter
Webinars to accelerate buying cycle
Choose webinars at strategic places through nurture streams
• Webinars for each stage of buying cycle
• Mix of webinar and written content
• Link each webinar to next step in buyer journey
ON24
A Better Webinar Way to Webinar
Segmenting BOFU opportunities and
targeting with webinar content
• Retargeting
• Social
• Content Syndication
ABM: Content Syndication
©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
Leverage Marketing Automation to
serve custom landing pages for
specific target accounts
Key Content:
• Demo webinars
• Case Study webinars
• ROI focused content
Dynamic Landing Page Content
42©2016 ON24, Inc. All Rights Reserved. | ON24, Inc. Confidential.
Turning Engagement
into Pipeline
Name Qualified Lead
Leveraging Engagement Data
Finding potential clients through behavioral lead scoring
Time in Webinar
Polls Answered Surveys Submitted
Questions Asked
Resources Viewed
Engagement Score
Behavioral Data for More Effective Follow-up
Level of Interest
Specific Needs
Challenges or Issues
Stage of Buying Cycle
Sales Readiness
It’s simple:
Engagement = More data
Data = Qualifies Prospects
Questions
Mark Bornstein
Twitter: @4markb
#SPS16
How	Are	We	Doing?
#SPS16
Q&A	/	Speakers
MODERATOR:
Brian	Anderson
News	Editor
Demand	Gen	Report
Mark	Bornstein
VP of	Content	Marketing
ON24
@4markb
#SPS16
Thank	You	For	Attending
Register	for	more	sessions	now	thru	November	18th!
Please	Join	Our	Next	Session	Tomorrow	at	12PM	ET	/	9AM	PT
www3.demandgenreport.com/sps16

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