THE FUTURE OF MARKETING IS P2P - Ignite London | learning and networking event - B2B ... · 2020. 5. 4. · the future of marketing is p2p using data & insights to run campaigns joe

THE FUTURE OF MARKETING IS P2P USING DATA & INSIGHTS TO RUN CAMPAIGNS

Joe Hyland, CMO, ON24

July 9, 2019

© 2019 ON24, Inc. | Confidential | 2

AMAZING TIME TO BE IN MARKETING

MORE MONEY AUTOMATION BETTER TECH


A P R I L 2 8 - 3 0 | M AY 5 - 7

2 0 1 7

E X U M A S


MARKETING:

SUPERFICIAL CLICKBAIT

© 2019 ON24, Inc. | Confidential

| 5

ADVERTISING SOCIAL

A CLICK AN EMAIL OPEN IMPRESSION A DOWNLOAD

EMAIL DIGITAL CONTENT

TACTICS

RESULTS

SUPERFICIAL TACTICS, SUPERFICIAL DATA


RESULTING IN DIMINISHING RETURNS

1 16 42


SPAM FILTER FORM ABANDON

VOICEMAIL AD BLOCKER

NEW TECH TO BLOCK OLD TECH


GDPR

TO THE POINT OF GOVERNMENT REGULATION


THE TECH DIDN’T FAIL,

WE DID.


P2P MARKETING:

CREATE DIGITAL EXPERIENCES

YOUR AUDIENCE WANTS,

AND GIVE YOU THE DATA YOU NEED


AUDIENCE

Webinars are the

top-producing touchpoint

for marketers.

66% bookings influenced at ON24, 2018

MARKETER

| 12

WEBINARS ARE A WIN-WIN

Webinars are the

top-rated human touchpoint

for buyers.

SiriusDecisions Buyer Insights Study, 2017

© 2018 ON24, Inc. | Confidential LIVE

MODERN WEBINARS: ENGAGING AND ACTIONABLE

13

Customizable

webinar

background

HTML 5 audio-video player

Poll answers

Questions

asked

Social share

Resources downloaded

Time watched

Survey answers


WEBINARS ACROSS MARKETING PROGRAMS

Demand Generation

ABM

Tips & Triumphs from SMB All-Stars

Advocacy Marketing

Brand Marketing

Product Marketing

Training/Certification

Customer Training

Demonstration


WEBINARS DRIVING DIGITAL EXPERIENCES

PERSONALIZED ALWAYS-ON LIVE


LIVE ALWAYS-ON PERSONALIZED

CREATING A CONTINUOUS CONTENT JOURNEY


A JOURNEY WITHOUT DEAD ENDS

Thank you for attending,

the webinar has concluded.

Recommended Webinar:

CloudTek 2019 Product Release

L A U N C H


P2P MARKETING IN PRACTICE

COMPANY Goldman Sachs

INDUSTRY Financial Services

ROLE Director, Network Security

NAME

PAULA PRICE


ACQUISTION STAGE

Time

Watched

Resources

Converted

Poll

Answers

Questions

Asked

Survey

Answers

Social

Media

Speaker

Bio

Engagement Activities

Profile Information

Paula Price Dir. Network Security

Goldman Sachs

Engagement Score

Webinars: 0

Videos: 0

Resources: 0

Webpages: 0

0m

LOW

Prospect Engagement Profile

Account Activity

0 2.3 3.5

24m 31s

LOW

Webinars: 1

Videos: 0

Resources: 2

Webpages: 0


Videos

Watched

Case Study

Read

Webinars

Watched


Profile Information


Goldman Sachs

Engagement Score


Account Activity

3.5

| 20

NURTURE STAGE

[SCREENSHOT]

5.1 7.1

Webinars: 1

Videos: 0

Resources: 0

Webpages: 0

24min, 31sec

LOW

121min, 41sec

MED

158min, 32sec

MED

Webinars: 2

Videos: 0

Resources: 2

Webpages: 0

Webinars: 3

Videos: 0

Resources: 3

Webpages: 0



Profile Information


Goldman Sachs

Engagement Score


Account Activity

| 21

ACCELERATION STAGE

[SCREENSHOT]

Webinars: 3

Videos: 0

Resources: 3

Webpages: 0

+

7.1

Webinars: 1

Videos: 0

Resources: 0

Webpages: 0

158min, 32sec

MED

211min, 18sec

HIGH

Webinars: 2

Videos: 0

Resources: 2

Webpages: 0

Webinars: 5

Videos: 1

Resources: 3

Webpages: 0

8.9

Videos

Watched

Webinars

Watched

Contact

Form


P2P MARKETING = BEHAVIORAL INSIGHTS

ENGAGEMENT:

HIGH

TIME SPENT:

266.2 MIN

INTERESTS:

FUND RETURNS


INSIGHTS FOR ACTION E

xpe

rie

nce

s t

o g

ath

er

be

ha

vio

ral i

nsig

hts

Ba

cke

nd

an

aly

tics fo

r le

ad

insig

hts

MA

P In

tegra

tio

ns f

or

inte

llig

en

t m

ark

eti

ng

CR

M In

tegra

tio

ns f

or

acti

on

ab

le s

ale

s in

sig

hts


ACTION TO DRIVE RESULTS

MARKETING

AUTOMATION

CRM

Sales Executive

Lucia Lopez,

CloudTek

Prospect

Paula Price,

Goldman Sachs

Poll Response Trigger

Poll Answer:

I need a solution in 3 months.


MAKING IT HAPPEN

What data could you gather from your current webinars?

Maybe you already have behavioural insight you can put to use?

Can webinars provide greater engagement throughout your marketing funnel?

Are your webinars just making noise or gathering insight?

Could behavioural data help with sales follow-up and pipeline generation?

Is your webinar data available in your MAP or CRM?

WEBINAR WORLD LONDON 2019

KEYNOTES

Joel Harrison

Editor

B2B Marketing

Joe Hyland

CMO

ON24

Matt Heinz

President

Heinz Marketing

Mark Bornstein

VP, Content and

Chief Webinerd.

ON24

Peter Bell

Marketing Director

Adobe

Jay Gaines

CMO

Sirius Decisions

SESSION SPEAKERS

Lead Generation Brand & Communications Training & Education

Laura Flandin

Head of Market

Management

Euler Hermes UK

Geertien Stuit

Global Director,

Webinars & Events.

Qlik

Jack Wildt

Snr Mgr. Demand

Gen Operations.

ON24

Pa

ne

l

Linus Gregoriadis

Director & Co-

founder

London Research

Be

st P

ractic

e

Awaiting

headshot

Claire Gibson

EMEA Campaign

Manager

Splunk

Ca

se

Stu

dy

Michael Meinhardt

Founder & CEO

Cloudwords

Ariana Williams

Digital Marketing

Executive

Octopus

Investments

Tessa Barron

Sr Director, Brand &

Communications

ON24

Pa

ne

l

Sophie Hedsetad

Head of Marketing

Communications,

Nordics

Meltwater

Mark Bornstein

VP, Content and

Chief Webinerd

ON24

Be

st P

ractic

es

Ca

se

Stu

dy

Chris Michell

ON24

Awaiting

Headshot

Stuart Wilson

Marketing Director

More2Life

Pa

ne

l

Awaiting

Headshot

Philip Roylance

Global Partner

Enablement & Expansion

SAP

Vicky Ross

Head of Market

Management

Right Management

Laura Lopez

Head of Client

Education

S&P

Be

st P

ractic

es

Ca

se

Stu

dy

WHERE & WHEN

Location

Park Plaza Westminster

200 Westminster Bridge Rd

Lambeth

London

SE1 7UT

Date

October 1st - Webinar World

London

8:30am – 5:00pm

THANK YOU

Documents

THE FUTURE OF MARKETING IS P2P - Ignite London | learning and networking event - B2B ... · 2020. 5. 4. · the future of marketing is p2p using data & insights to run campaigns joe