#ABM

by Jon Russo Jon Russo No Comments

Virtual Events: 6 Lessons Learned part 2

In our previous post,  I interviewed Tessa Barron who heads marketing for On24 on what she finds helpful for her clients (full disclosure, we’ve done integrations with On24 with our Marketing Automation and ABM clients prior to this interview).  Here are lessons 4-6 (but bulleted 1-3 thanks to wordpress).

  1. Our webinar benchmarks show that time over time, all webinars are around 50 to 60 minutes. In fact, we saw a minute increase, I believe in the last over the last year. Those, those results will be published in March. So I think that what that shows us is the on demand functionality and the, and the always on aspect of webinars is really becoming so much more important. So people are not treating them any more as this one off event that happens in a single moment and they have to be there. Instead. It’s this always on channel that prospects can come back to again and again. They can self educate, they can share with a buying group and it becomes an extremely valuable opportunity for them to have an entire buyer’s journey and entire experience in a single, in a single event, which I think is pretty phenomenal. You know, with the, typically in marketing we like to drip things out and it’s this six week nurture process and a single webinar, a prospect can get a the, you know, the thought leadership valuable content.
  2. Interactive.  They can also raise their hand to get a demo or book a meeting with the sales person. And actually our, our platform is designed for that to have that multi-touch experience. And so that’s why I think the link is actually staying the same. It’s just the context in which people consume them.
  3. ABM Webinars.  Personalization at scale.  Webinars are an amazing tactic for anyone’s ABM strategy and the role that they play is they offer that ability to get really personal with promotions but still leverage the meaty thought leadership content that is done at that general level.
  • They will take a thought leadership webinar that’s done by corporate or that’s done for the general population. And then what our platform specifically allows them to do is customize the different calls to action, customize the intros, the outros, the branding on it. And that gives them a really easy way to solve that ABM content challenge, but still personalize the different ways that they want someone to engage with them.
  •  And then I think at a higher level what we’re seeing is a lot of webinars by industry a lot of webinars by persona. And it turns out that because someone’s able to come in and have that conversation and have that interaction, a webinar channel is, is a personalized experience that someone is looking for that goes way deeper than just putting a logo on a landing page.