Watch This Free Webinar On-Demand: http://dg-r.co/2fJTexH - Keys To Engagement-Based Marketing: How To Integrate Webinars And Optimize Content Delivery To Drive Each Stage Of The Buying Cycle
Learn how to use webinars to engage existing clients, accelerate new prospects through the funnel and drive revenue
Changing buyer behavior has forced marketing departments to take responsibility for driving the entire buying cycle, yet the standard playbook is mostly aimed at simply generating new leads. We now need to move to an engagement model that provides insights into buyer behavior to effectively drive pipeline and revenue.
In this session, VP of Content Marketing at ON24, Mark Bornstein, will talk about the difference between passive and active content delivery, and highlight how to use webinars to directly engage new potential clients and drive revenue. Mark will provide examples of how some of today’s leading companies have had success with engagement-driven webinars.
8. 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
10. The New Marketing Dynamic
65%
Percentage of buyers are
self-educating before
engaging with sales
11. The changing role of marketing: 5 years ago
Marketing
Sales
Sales
Sales
12. The changing role of marketing: Today
Marketing
Marketing
Marketing
Sales
13. 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
14. The Typical Marketing Playbook
We all follow the same playbook, using the same
tools, and somehow we expect different results
15. What do these marketing tactics have in
common?
White Papers
Videos
ebooks
Infographics
Case Studies
Conference Sponsorships
Events/Parties
Seminars
Name
29. 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
32. 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
33. How many marketing touches in one hour?
1st Touch 2nd touch SALE3rd Touch 5th Touch4th Touch 6th Touch 7th Touch 8th Touch
35. • 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
40. 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
45. Leveraging Engagement Data
Finding potential clients through behavioral lead scoring
Time in Webinar
Polls Answered Surveys Submitted
Questions Asked
Resources Viewed
Engagement Score
46. Behavioral Data for More Effective Follow-up
Level of Interest
Specific Needs
Challenges or Issues
Stage of Buying Cycle
Sales Readiness