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Break Through The B2B Noise

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Access the full event here: https://event.on24.com/wcc/r/1969964/0890BB22D5589F703F7A599DC4544830

In a world where there is so much digital noise, only the bes t marketing campaigns truly stand out. And the best campaigns are the ones that put the audience first. 

Join ON24’s Senior Director of Brand and Communications Tessa Bornstein and Heinz Marketing's President Matt Heinz for an examination of how to deliver campaigns on your audiences’ terms, what content your audience actually wants (and won’t abandon, block or delete) and how to maximize the engagement, and actionable data, you gain from every touchpoint. You’ll learn:

• Results from the latest studies on B2B content preferences; 
• How innovative brands are creating content and nurture streams that break through the noise; and 
• Ways to turn content engagement into action to determine the next step and optimize future campaigns. 

Published in: Marketing
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Break Through The B2B Noise

  1. 1. #COSeries Welcome – We’ll Be Starting at 2:00 PM (ET) • Audio will stream through your computer or mobile device speakers. No dial-in is available or required. Please ensure that your speakers are turned on. • Should slides or video appear to freeze during the webcast, please try refreshing your browser • For other technical issues, please access the Help widget (?) at the bottom of the screen • This webcast will be recorded, and you will receive a link to the on-demand version via email • Stay tuned for Q&A at the end. Please use the Q&A widget to ask your questions at any time • Please download today’s available resources by clicking on each item in the Resource List Thank You for Joining Us
  2. 2. #COSeries Break Through The B2B Noise SPONSORED BY:
  3. 3. #COSeries Follow This Webinar on LinkedIn & Twitter #COSeries Demand Gen Report: @DG_Report Brian Anderson: @BranderSays ON24: @ON24 Matt Heinz: @HeinzMarketing
  4. 4. #COSeries #COSeries Prize Pack: Register & Attend to Win Sign Up For & Attend All #COSeries Webinars For Your Best Chance To Win! • $5 Starbucks Gift Cards – 1 Winner Per Session • Free Pass to #B2BSMX 2019 or #B2BMX20 – 1 Winner Per Day • Apple AirPods – 1 Winner Per Series Earn 1 automatic entry when you register and a second entry when you attend each webcast live.
  5. 5. #COSeries Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #COSeries
  6. 6. #COSeries Panelists MODERATOR: Brian Anderson News Editor Demand Gen Report Tessa Barron Sr. Director of Brand & Communications ON24 @ON24 Matt Heinz President Heinz Marketing @HeinzMarketing
  7. 7. © 2019 ON24, Inc. | Confidential | 7 LAST SLIDE FIRST We are getting worse at content, not better Growth hacking has failed us The successful minority has given us a blueprint for success 1 2 3
  8. 8. © 2019 ON24, Inc. | Confidential | 8 RESEARCH FINDINGS INCLUDE: Less than 10% of respondents reported that their organization’s content marketing strategy was effective. Only 20% of respondents reported being extremely or very confident in creating relevant content for target audiences. Less than 15% reported being extremely or very confident in their ability to measure the impacts of content marketing efforts. 13% reported being extremely or very confident that their content was driving desired results. Less than 20% reported being effective in having a single, integrated content strategy and execution.
  9. 9. © 2019 ON24, Inc. | Confidential | 9 CONTENT MARKETING STRATEGY EFFECTIVENESS 3.4% 5.4% 27.7% 47.3% 16.2% 12% 18% 25% 19% 26% Extremely effective Very effective Effective Somewhat effective Not very effective Total Same question in August 2017
  10. 10. © 2019 ON24, Inc. | Confidential | 10 CONFIDENCE IN DELIVERING RELEVANT CONTENT TO TARGET AUDIENCE 4.7% 15.5% 33.1% 35.8% 10.8% 9% 18% 31% 11% 28% Extremely confident Very confident Confident Somewhat confident Not confident Total Same question in August 2017
  11. 11. © 2019 ON24, Inc. | Confidential | 11 THE IMPORTANCE/EXECUTION GAP Key Content Marketing Elements Importance Score Performance Score Performance Gap Content is engaging 76.5 54.0 -22.5 Content drives action 59.8 46.4 -13.4 Content is customized 48.3 34.5 -13.8 Source: Heinz Marketing
  12. 12. © 2019 ON24, Inc. | Confidential | 12 CONTENT STRATEGY SEGMENTS 70.9% Target personas 59.5% Vertical industries 54.1% Sales stages
  13. 13. © 2019 ON24, Inc. | Confidential | 13 CONTENT MOST OFTEN PROVIDED TO SALES 30.6% Case studies 23.1% Product/service collateral 11.6% Webinars 9.5% Videos 8.8% Commercial insights 6.1% Primary research
  14. 14. © 2019 ON24, Inc. | Confidential | 14 CONFIDENCE IN ABILITY TO MEASURE CONTENT MARKETING IMPACT 3.4% 9.5% 17.0% 49.7% 20.4% 14% 14% 20% 14% 35% Extremely confident Very confident Confident Somewhat confident Not confident Total Same question in August 2017
  15. 15. © 2019 ON24, Inc. | Confidential | 15 MOST IMPORTANT CONTENT ENGAGEMENT METRIC 39.5% Lead conversion 34% Sales opportunity conversion 6.8% Sales contribution 6.1% Sales influence 5.4% Clicks 2% Likes
  16. 16. © 2019 ON24, Inc. | Confidential | 16 CONFIDENCE THAT CONTENT IS DRIVING RESULTS 2.7% 10.3% 20.5% 47.9% 18.5% Extremely confident Very confident Confident Somewhat confident Not confident
  17. 17. © 2019 ON24, Inc. | Confidential | 17 SO WHAT IS WORKING?
  18. 18. © 2019 ON24, Inc. | Confidential | 18 ATTRIBUTES THAT DRIVE ENGAGEMENT • Personalization • Interaction • Curiosity • People vs. buildings • Precision • Brevity
  19. 19. © 2019 ON24, Inc. | Confidential | 19 A FRAMEWORK FOR ENGAGEMENT SUCCESS Preparation a. Strategic planning b. Budgeting c. Operational planning Execution a. Format precision b. Channel integration c. Reach/Distribution/Amplification d. Campaign optimization e. Conversion Impact a. Measurement and reporting Critical Considerations:
  20. 20. © 2019 ON24, Inc. | Confidential | 20 BEST PRACTICES IN PERSONALIZATION A little goes a long way2 3 Personalize in cohorts (not just individuals) 4 Don’t limit yourself to business contexts Perfect is the enemy of good1
  21. 21. © 2019 ON24, Inc. | Confidential | 21 GETTING SALES TO USE YOUR CONTENT How does it help them make money? Get leadership to buy-in first Show examples of how it works Teach, train, launch, reinforce, measure and celebrate Create systems that make it easy 1 2 3 4 5
  22. 22. © 2019 ON24, Inc. | Confidential AUDIENCE Webinars are the top-producing touchpoint for marketers. 66% bookings influenced at ON24, 2018 MARKETER | 22 OUR WIN-WIN (YES, I’M BIASED) Webinars are the top-rated human touchpoint for buyers. SiriusDecisions Buyer Insights Study, 2017
  23. 23. © 2019 ON24, Inc. | Confidential ENGAGEMENT ACROSS THE CUSTOMER JOURNEY CONTENT LEAD STAGE INSIGHTS Thought Leadership Webinar Acquisition TRIGGER Velocity Customer Webinar Conversion Contact us, free trial, product demo Self-service Content Hub Nurture Personalized Product Demo Acceleration Close Training Webinar Interest Readiness Urgency Adoption
  24. 24. © 2019 ON24, Inc. | Confidential | 24 LIVE EXPERIENCES FOR ACQUISITION INSIGHTS Poll for interests TRIGGER Daily DemoAcquisition STAGE Live webinar EXPERIENCE Thought leadership panel discussion CONTENT
  25. 25. © 2019 ON24, Inc. | Confidential | 25 ON DEMAND EXPERIENCES FOR CONVERSION INSIGHTS Poll for velocity TRIGGER Learn moreConversion STAGE OD webinar EXPERIENCE Finserv customer success story CONTENT
  26. 26. © 2019 ON24, Inc. | Confidential | 26 TRIGGERS TO SURFACE VELOCITY MARKETIN G AUTOMATIO N CRM Sales ExecutiveLucia Lopez, ON24 Prospect Paula Price, GoldmanSachs Survey Response Trigger I want to learn more about ON24 products.
  27. 27. © 2019 ON24, Inc. | Confidential | 27 ALWAYS ON EXPERIENCES FOR NURTURE INSIGHTS Readiness TRIGGER Content consumption Nurture STAGE Binge-able content hub EXPERIENCE Solution stories by industry CONTENT ENGAGE YOUR CLIENTS AT SCALE WITH ON24 WEBINARS
  28. 28. © 2019 ON24, Inc. | Confidential | 28 TRIGGERS TO SIGNAL READINESS ENGAGEMENT: HIGH TIME SPENT: 266.2 MIN INTERESTS: FUND RETURNS
  29. 29. © 2019 ON24, Inc. | Confidential | 29 PERSONALIZED EXPERIENCES FOR ACCELERATION INSIGHTS Buying committee TRIGGER Stakeholder questions Acceleration STAGE Personalized content experience EXPERIENCE Product demo CONTENT + Question s? Let’s Talk! Let’s Talk! + GoldmanSachs
  30. 30. © 2019 ON24, Inc. | Confidential EXPERIENCES FROM CLOSE TO CUSTOMER INSIGHTS Adoption TRIGGER Customer Success Close STAGE OD webinar EXPERIENCE Customer onboarding CONTENT
  31. 31. © 2019 ON24, Inc. | Confidential | 31 IN SUMMARY Prioritize engagement Obsess about personalization Tell the prospect’s story vs. their own Align and integrate channels (including sales) 1 2 3 4
  32. 32. THANK YOU
  33. 33. #COSeries Q&A // Panelists MODERATOR: Brian Anderson News Editor Demand Gen Report Tessa Barron Sr. Director of Brand & Communications ON24 @ON24 Matt Heinz President Heinz Marketing @HeinzMarketing
  34. 34. #COSeries
  35. 35. #COSeries Register for more sessions now thru April 26th Join Our Next Session: A Marketer’s Guide to #SelfCare Using Conversational AI http://webinars.demandgenreport.com/campaign-optimization-series/2019/ April 23rd 3:00 PM Eastern

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