Reach Out and Scale Your Marketing Innovation

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1 Reach Out and Scale Your Marketing Innovation

Contents 03 06 09 11 13 15 17 20 23 26 28 Riding the Tech Marketing Roller Coaster Audiences Like Visuals ON24: Smart Solutions for Smart Marketers ON24 Webcast Elite: The Great Persuader You Can Do

2 Contents Riding the Tech Marketing Roller Coaster Audiences Like Visuals ON24: Smart Solutions for Smart Marketers ON24 Webcast Elite: The Great Persuader You Can Do This All Day Long Make It Convenient for Over-booked Tech Marketers Turn Attendees into Participants Boost Your Marketing IQ with ON24 Intelligence Drive Leads Long After Your Webinar Ends Microsoft Generates Leads at Scale with ON24 Upgrade Your Tech Marketing to ON24 2

Riding the Tech Marketing Roller Coaster The technology sector is dynamic, diverse, and challenging, providing an endless stream of opportunities and obstacles to those brave souls who market its

3 Riding the Tech Marketing Roller Coaster The technology sector is dynamic, diverse, and challenging, providing an endless stream of opportunities and obstacles to those brave souls who market its products. It s not that technology is so difficult to promote, but rather the market is so volatile, with startups breathing down your neck and the Big Dogs eating your lunch. Unfortunately, many technology companies make life even more unpredictable for their marketers: when business is good, you may have just enough staff and budget to keep the pipeline stocked with quality leads. But when the outlook gets gloomy, tech is the first and fastest to go lean, leaving teams short on resources to meet ever-more aggressive MQL goals. Forrester projects a modest tech market growth of 3.2% in 2017 and back up to 3.9% in

In both up and down markets, one of the tools tech marketers rely on is webinars: a legacy marketing solution with enormous potential for engaging tech audiences, if only marketers could figure out

4 In both up and down markets, one of the tools tech marketers rely on is webinars: a legacy marketing solution with enormous potential for engaging tech audiences, if only marketers could figure out how to make traditional tools perform like 21 st century applications. Only 7% of 1044 marketers recently surveyed saying they give great webinars. 3 In the following pages, we explore the unique challenges technology marketers face and provide suggestions and solutions for engaging and converting the tough tech audience using the award-winning ON24 webinar marketing platform. 1 The Global Tech Market Outlook For : 3% to 4% Growth As Forces Of Disruption Battle With Forces Of Continuity, 2 Graphic:

5 WHAT ARE YOUR COMPANY S TOP MARKETING CHALLENGES? 63% 40% 28% Generating traffic and leads Providing the ROI of marketing activities Securing enough budget 26% 26% 21% Identifying the right technologies for our needs Managing out website Targeting content for an international audience 19% 16% 7% Training our team Hiring top talent Finding an executive sponsor 5

Audiences Like Visuals As tech marketing pros, you undoubtedly use webinars to promote your thought leadership position and educate target audiences in the latest technologies, methods, and

6 Audiences Like Visuals As tech marketing pros, you undoubtedly use webinars to promote your thought leadership position and educate target audiences in the latest technologies, methods, and practices, both proven and cutting-edge. Other disciplines across your enterprise, from R&D, to product marketing, to sales and support also use webinars in highly technical settings to educate, inform, and strategize. Why the continued popularity? Audiences like the visuals as opposed to text; they prefer live discussion to PowerPoint bullet lists; and they appreciate the convenience of accessing the stored webinar if they can t attend. After reviewing over 7,000 webcasts, ON24 discovered that webcasts have seen a 47% increase in average viewing time, reaching around 56 minutes. 4 6

7 In spite of limitations, traditional webinars continue to drive the buying cycle, according to market research firm SiriusDecisions. 5 Webinars are rated as the #1 marketing tactic for generating leads by Forrester s Tech Marketing Planning Guidance. WEBINARS DRIVE THE BUYING CYCLE DRIVING AWARENESS LEAD GENERATION LEAD NURTURING UPSELLING & CROSS-SELLING 50% Website 51% Webniars/Webcasts 59% Telemarketing 55% Sales Enablement 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 7

No doubt sales is equally unhappy when marketing can t deliver the MQLs they need to prospect, nor the follow-up campaigns to nurture the viable leads.

8 No doubt sales is equally unhappy when marketing can t deliver the MQLs they need to prospect, nor the follow-up campaigns to nurture the viable leads. Webinars are the most difficult channel for marketers to measure, according to a report by Millward Brown (gated). 6 Of course, the ON24 team knows that if you have the right tools and the right platform, webinars can deliver game-changing results in every category of tech marketing success

9 ON24: Smart Solutions for Smart Marketers The ON24 team knows what it takes to be a tech marketer. We understand the crazy range of possible topics, solutions, and audience types you must understand and engage with, often at the spur of the moment. We also know that whether your sales cycle is short or long, you have to keep pushing out leads and nurturing prospects at a furious pace. But no matter what you re promoting or to whom, if you can t explain what your solution can do for your attendees, you re going to lose them. At the same time, you need to convince often-skeptical tech audiences that your company and your solutions are leading edge, performance proven, and maniacally customer focused. Unless you re a mesmerizing speaker, to achieve both ends, you re going to need a fail-safe webinar platform that s loaded with exciting, yet easy-to-use media tools and features (tech folks bore easily), all on a reliable and secure platform. The ON24 platform successfully supported more than 80,000 webinars in 2016 and is on track to beat last year s record. 9

10 ON24 has the best webcasting technology for marketers. The Forrester Wave Enterprise Video Platforms And Webcasting; Q1 2015, Forrester Research, Inc. 7 PURPOSE-BUILT FOR INTELLIGENT MARKETING ON24 Webcast Elite is the only webinar solution purpose-built as a marketing platform as well as the most powerful, scalable, feature-rich, open and intelligent multi-media solution available on planet Earth. 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. But it s not just about ON24 s technology, it s about your strategy: how you choreograph each webinar to build credibility, demonstrate competence, and deliver value to each tech audience, and to your company. It s about the art and science of persuasion. 7 Forrester-Webcasting-Wave-Report.pdf 10

11 ON24 Webcast Elite: The Great Persuader With ON24 Webcast Elite, you can design and execute content-rich, multi-media engagement programs at scale with easy accessibility, unparalleled interactivity, unmatched reliability and security, and measurable ROI. You finally have the tools at your fingertips that allow you to use those great marketing instincts to deliver relevant and engaging content to each audience with intelligence and style. Since switching to ON24 and starting our deminar program, we ve seen a 400% increase in pipeline. Alex Kriney, Director of Marketing, RingCentral DEMONSTRATE YOUR CREDIBILITY, CAPABILITIES, AND CUSTOMER FOCUS We get that tech audiences can be challenging. That s why you need a reliable, feature-packed webinar platform to help you utilize the entire range of content at your disposal to: 1. Demonstrate your technology capabilities, core competencies, knowledge and best practices with live or video demos, customer stories, and credible guest speakers (e.g., architects, engineers, developers, analysts, customer tech leaders, and tech partners), all while customizing the topics for each audience. 11

12 Thanks to ON24, our webinar program has influenced over 200 opportunities and generated over $100 million in pipeline revenue Provide valuable content that is easy to access and re-use in a variety of formats and from a variety of online sources, including videos, white papers, benchmark studies, customer stories, demos, and the always-accessible ON24 Content Gateway. Finally, to meet your MQL goals, you need a continuous source of feedback, engagement data, analytics, and industry benchmarks that you can use and share across your enterprise. Only ON24 provides the CRM integration, data management, and analytics tools you need to optimize your webinar program and your sales pipeline, long after your event. Scott Feldman, SAP Global Head, SAP HANA Since we started using ON24 we ve seen MQL s increase by 36%. Lisa Toner, Manager, Content Marketing Strategy, Hubspot 12

You Can Do This All Day Long If you re impressed, but a little intimidated by ON24 Webcast Elite s power and features, relax. We designed Webcast Elite for high-performing marketing teams like yours.

13 You Can Do This All Day Long If you re impressed, but a little intimidated by ON24 Webcast Elite s power and features, relax. We designed Webcast Elite for high-performing marketing teams like yours. See, we believe that just because your topic is technology, your webinar doesn t have to be complicated. So why are so many webinar solutions so annoyingly cumbersome to use for marketers and their audiences? + + Downloads or plug-ins required for attendee access + + Complicated and time consuming set up + + Unreliable, poor quality streaming + + Limited interactivity + + No opportunity to customize or brand the experience + + Crude analytics, with 48-hour delay + + Can t integrate with CRM, Salesforce, etc. 13

EASY TO LEARN AND USE With ON24 Webcast Elite, anyone on your team can easily create, customize, and deliver media-rich, fully branded webinars, events, videos, and learning environments, all from

14 EASY TO LEARN AND USE With ON24 Webcast Elite, anyone on your team can easily create, customize, and deliver media-rich, fully branded webinars, events, videos, and learning environments, all from one unified platform, one intuitive console, and one mobile device. You enter your webinar with just one click, then move through slides guided by a user-friendly interface. And it s a snap for any speaker to present or hop on a webcast without any hands-on guidance or training. And you can count on your ON24 webinar to work all the time: no plug-ins or downloads to install and no hang-ups or sluggish response times. Need to ramp up attendance? Automated reminders are a click away. And if anyone misses your event, you can make it available on demand from the ON24 platform. EASY, IMPACTFUL BRANDING You re marketers, not designers, so we made it easy to customize Webcast Elite to represent your brand, corporate colors, images, and top-line messaging, creating a consistent visual impression every time. 14

15 Make It Convenient for Over-booked Tech Marketers ON24 understands the pressures and time constraints of today s tech work environment. It s hard to get away without worrying about fires that need extinguishing, a new security threat, or a staffing issue. Others may miss your webinar, but need and want the information you provide. ON24 Webcast Elite lets you configure the perfect media and delivery format for every audience, anytime, anywhere. Attendees and would-be participants can experience, record, and engage in your webinars on their schedule with live, on-demand, simulive, or a combination of formats, right from their desktops or mobile devices. 15

DELIVERY OPTIONS TO MAXIMIZE YOUR AUDIENCE 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.

16 DELIVERY OPTIONS TO MAXIMIZE YOUR AUDIENCE 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. 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. Simulive Webinars With ON24 webinars, you can ensure a polished and stress-free presentation, enabling presenters to focus on engagement. 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 the audience. 16

17 Turn Attendees into Participants ON24 Webcast Elite is chock full of features, tools, and 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 Webcast 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, thanks to ON24 s all-html5 format. Promote on-demand webinars, share videos, and turn PDFs into interactive flipbooks. With Webcast Elite we re giving our audience the best possible webinar experience. From the platform s branding and customization to its interactive widgets and social media tools and more, it s a purposeful investment in our webinar program that s clearly paying dividends. Denise Persson, Chief Marketing Officer, Apigee You can even select which assets require registration to download or view, and encourage engagement with related content recommendations. 17

KEEP AUDIENCES INTERESTED & ENGAGED With ON24, you can ensure participation through surveys, snap polls, discussion groups, use case studies, and everyone s favorite, Q&A sessions.

18 KEEP AUDIENCES INTERESTED & ENGAGED With ON24, you can ensure participation through surveys, snap polls, discussion groups, use case studies, and everyone s favorite, Q&A sessions. 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 & INNOVATORS Invite subject matter experts (SMEs), product developers, system architects, industry analysts and of course, customertech professionals; and don t forget the front-line workers 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 have time to access otherwise. And remember to extend the value of your webinar content by offering 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

Boost Your Marketing IQ with ON24 Intelligence For technology marketers, the success of your sponsored webinar is not determined solely by the number of attendees.

20 Boost Your Marketing IQ with ON24 Intelligence For technology 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. Only ON24 provides the interactivity, content management, and analytics tools you need to measure and optimize your webinar program, and meet your MQL goals. Every client expects high-quality leads from your webinar; however, a source of enormous added value are the detailed analytics and reports that provide insights into the engagement levels and behavior of each audience member. IDENTIFY YOUR BEST PROSPECTS Whether your webinar is live or on-demand, ON24 s 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. 20

21 I love the built-in engagement score which makes it really easy to see how engaged attendees were at a glance. ON24 Provides Instant Access to Detailed Analytics to Tell Where Your Best Leads are. EVENT ANALYTICS Lead Sources CAMPAIGN ANALYTICS Campaign Score BENCHMARKING AND TRENDS Benchmark Indices PORTALS AND SYNDICATION Portal Analytics Jessica Schrader, VP of Marketing, TechG Engagement Score Campaign Trends My Webinar Trends Syndication Analytics Resource Activity Power Leads Industry Trends Multimedia SEO MAXIMIZE THE VALUE OF ON24 INSIGHTS Our ON24 technology customers appreciate the value of integrating attendee data and insights directly with their marketing automation systems to enable analytics for immediate and effective follow-up. 21

22 The ON24 Engagement Score Gives You a Unique Measurement of Audience Engagement. Time in Webinar Polls Answered Surveys Submitted Resources Viewed 10 Engagement Score Questions Asked 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. ON24 has made it exponentially easier to run webinars. While the platform is intuitive and simple to use, the analytics we get are more robust than anything we ve ever had and give great insights into the events we host. Cari Zoch, Brand Communications Manager, Avention 22

23 Drive Leads, Long After Your Webinar Ends Don t waste all the perspiration and dedication you invest in your tech webinars. Many of you have long sales cycles, so the work really begins after your attendees have logged off. Now begins the drive to fill your sales funnel with top-notch leads and sales revenue for months and years after your event. THE TOOLS YOU NEED TO MAXIMIZE ROI Leverage 30 types of ON24 metrics to help drive new business and develop new campaigns and collateral, including campaign data, user registration information, viewing durations, and data from polls, questions, and surveys. 23

Customize and extend the content and data from every event and use it to generate new campaigns, web pages, training seminars, and online knowledge libraries.

24 Customize and extend the content and data from every event and use it to generate new campaigns, web pages, training seminars, and online knowledge libraries. It s as easy as your everyday productivity applications to: + + Organize all your best content in a single Content Gateway + + Embed content directly onto any webpage + + Get in-depth engagement and viewing data on all content from any source + + 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 (and yes, it s easy too) TRANSFORM EVERY WEBINAR INTO MULTIPLE MULTIMEDIA ASSETS With ON24, you can easily edit, remix, and re-publish your webinars wherever you want. While tech pros tend to avoid social media for technical information, they all have their favorite blogs, chat rooms, research, and technology vendor sites, and visit them whenever they can see some daylight. Need to know what sites your tech audiences visit? Now that s a great topic for a webinar poll or survey. 24

25 Turning Engagement into Revenue Engagement Behavioral Data Marketing Automation CRM Integrate engagement data into MAS and CRM across the buyer and customer lifecycles to increase revenue. 25

Microsoft Generates Leads at Scale with ON24 Webcast Elite THE CHALLENGE As a global corporation with over 120,000 employees, Microsoft, needed a webinar platform that was easy to set up, robust,

26 Microsoft Generates Leads at Scale with ON24 Webcast Elite THE CHALLENGE As a global corporation with over 120,000 employees, Microsoft, needed a webinar platform that was easy to set up, robust, reliable and could scale to thousands of attendees. The webinar solution also had to be easy for marketing teams to set up, use and integrate with their sales and marketing systems to accelerate lead generation. THE SOLUTION With ON24, Microsoft was able to: + + Educate buyers and train global marketing teams at scale With ON24, Microsoft users never had to worry about dropping attendees and losing leads, due to technical limitations. + + Focus on strategy rather than technical issues Users could focus on strategy and innovation instead of dealing with cumbersome tools and performance failures. 26

27 THE RESULTS With ON24, we can educate more buyers and generate more leads for sales. That s why my webinar is ON24 (Webcast) Elite. + + Capture engagement and integrate with marketing automation system ON24 webinars get higher attendance rates than traditional webinar solutions. And registrations flow seamlessly into Microsoft s marketing automation system, generating high-quality leads automatically. Download the video Charles Eichenbaum, Director of Global Marketing. 27

Upgrade Your Tech Marketing to ON24 We hope you realize by now how committed ON24 is to help your team engage audiences at scale, drive leads into your CRM, sales and marketing systems and, in

28 Upgrade Your Tech Marketing to ON24 We hope you realize by now how committed ON24 is to help your team engage audiences at scale, drive leads into your CRM, sales and marketing systems and, in general, make technology marketing easier and more effective, with less stress and more pride of ownership. When you partner with ON24, you not only gain the most powerful webinar machine in this solar system, but you get the support and expertise of our webinar gurus, who are always ready to help and learn more about what works, what needs improvement, and how we can help you crush those pesky MQL goals. You can take advantage of the 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. Contact us today at... 28

29 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 Webinar Platform for. Media and Publishing

ON24 Webinar Platform for. Media and Publishing ON24 Webinar Platform for Media and Publishing As B2B media/publishing marketers, you use webinars to promote your titles, services and publications, sometimes hundreds every year. Your sponsors rely on