1. Driving Pipeline with Engagement – Driven Webinars
Morgan Campbell
Partner Marketing ON24
Greg

2. I’m in Your Shoes..

3. The Growing Challenge of Engagement
Engagement has fallen to 2-8 seconds
but webinars continue to capture audience attention
Avg view time

4. Webinars Drive the Buying Cycle
DRIVING AWARENESS
50% Website
45% Webinars/Webcasts
44% Content Marketing
44% Analyst Relations
43% Search Engine Optimization
LEAD GENERATION
51% Webinars/Webcasts
39% Telemarketing
39% Sales Enablement
38% Website
37% Seminars and Events
LEAD NURTURING
59% Telemarketing
44% Sales Enablement
37% Webinars/Webcasts
37% Content Marketing
36% Seminars and Events
UPSELLING & CROSS-SELLING
55% Sales Enablement
42% Webinars/Webcasts
38% Telemarketing
35% Channel Enablement
31% Seminars and Events
Speaker - Olivia/Morgan
Olivia: Webinars have been in the top 3 for driving the buying cycle. From driving awareness to pushing leads down the funnel, webinars can consistently produce enablement.
Source: Tech Marketing Planning Guidance (Forrester)

5. What do you and your sales rep need to know to actually drive the sale forward?

6. From Demographic Data…

7. ..To Data You Can Act On
ON24 provides instant access to detailed analytics to tell where your best leads are and how to follow-up
Event Analytics
Lead Demographics
Engagement Score
Resource Activity
Campaign Score
Campaign Trends
Power Leads
Campaign Analytics
Benchmark Indices
My Webinar Trends
Industry Trends
Benchmarking and Trends
Content Gateway Analytics
Syndication Analytics
Gateways and Syndication
Multimedia SEO
Speaker Olivia/Morgan
Event Analytics:
-all interactivity taken place during the webinar
-being tracked and translated into an engagement score
-help save sales team time and effort into sorting and qualifying leads- with ON24 you get insight into their interests through customer behavior analytics

8. Utilization Information Buying Cycle Stage Role in the buying cycle
Vertical
Use Case
Pain Point
Utilization Information
Buying Cycle Stage
Role in the buying cycle
Competitive Products

9. Getting the Data in the Right Hands
Engagement
Behavioral Data
Marketing Automation
CRM
Speaker - Morgan
The ON24 Prospect Profile Card can be launched from the Power Leads Report or directly from Salesforce.com
Upon selection, a unique webpage is launched that exhibits the entire lifetime activity of an ON24 webinar and/or video attendee, including their engagement score, total viewing time, resources downloaded, and questions asked. Information is collected from webinars, videos, and documents.
Integrate engagement data into MAS and CRM across the buyer and customer lifecycles to increase revenue

10. Additional Resources Email: morgan.campbell@on24.com