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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
© 2019 ON24, Inc. | Confidential | 3
A P R I L 2 8 - 3 0 | M AY 5 - 7
2 0 1 7
E X U M A S
© 2019 ON24, Inc. | Confidential | 4
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
© 2019 ON24, Inc. | Confidential
RESULTING IN DIMINISHING RETURNS
1 16 42
© 2019 ON24, Inc. | Confidential | 7
SPAM FILTER FORM ABANDON
VOICEMAIL AD BLOCKER
NEW TECH TO BLOCK OLD TECH
© 2019 ON24, Inc. | Confidential | 8
GDPR
TO THE POINT OF GOVERNMENT REGULATION
© 2019 ON24, Inc. | Confidential | 9
THE TECH DIDN’T FAIL,
WE DID.
© 2019 ON24, Inc. | Confidential
P2P MARKETING:
CREATE DIGITAL EXPERIENCES
YOUR AUDIENCE WANTS,
AND GIVE YOU THE DATA YOU NEED
© 2019 ON24, Inc. | Confidential
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
© 2019 ON24, Inc. | Confidential | 14
WEBINARS ACROSS MARKETING PROGRAMS
Demand Generation
ABM
Tips & Triumphs from SMB All-Stars
Advocacy Marketing
Brand Marketing
Product Marketing
Training/Certification
Customer Training
Demonstration
© 2019 ON24, Inc. | Confidential | 15
WEBINARS DRIVING DIGITAL EXPERIENCES
PERSONALIZED ALWAYS-ON LIVE
© 2019 ON24, Inc. | Confidential | 16
LIVE ALWAYS-ON PERSONALIZED
CREATING A CONTINUOUS CONTENT JOURNEY
© 2019 ON24, Inc. | Confidential | 17
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
© 2019 ON24, Inc. | Confidential | 18
P2P MARKETING IN PRACTICE
COMPANY Goldman Sachs
INDUSTRY Financial Services
ROLE Director, Network Security
NAME
PAULA PRICE
© 2019 ON24, Inc. | Confidential | 19
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
© 2019 ON24, Inc. | Confidential
Videos
Watched
Case Study
Read
Webinars
Watched
Engagement Activities
Profile Information
Paula Price Dir. Network Security
Goldman Sachs
Engagement Score
Prospect Engagement Profile
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
© 2019 ON24, Inc. | Confidential
Engagement Activities
Profile Information
Paula Price Dir. Network Security
Goldman Sachs
Engagement Score
Prospect Engagement Profile
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
© 2019 ON24, Inc. | Confidential | 22
P2P MARKETING = BEHAVIORAL INSIGHTS
ENGAGEMENT:
HIGH
TIME SPENT:
266.2 MIN
INTERESTS:
FUND RETURNS
© 2019 ON24, Inc. | Confidential | 23
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
© 2019 ON24, Inc. | Confidential | 24
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.
© 2019 ON24, Inc. | Confidential | 25
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