How to Use ON24 and Marketo to Increase Your Lead Quality and Quantity
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The document discusses the integration of ON24 and Marketo to enhance lead quality and quantity through webinars, which serve as a key marketing tool throughout the buying cycle. It highlights the effectiveness of webinars in capturing audience attention, providing tailored content, and delivering decision-making assets, while also showcasing Dropbox as a case study for successful webinar implementation. The document emphasizes the advantages of automated data transfer between ON24 and Marketo for improved lead qualification and nurturing.
How to Use ON24 and Marketo to Increase Your Lead Quality and Quantity
- 1. Using ON24 and Marketo to Increase Your Lead Quality & Quantity
- 2. 2 | ©2015 ON24, Inc. Meet Our Presenters Tom Masotto VP Business Development ON24 Annie Carruth Marketing Operation Manager Dropbox Erin Blaze Sr. Webinar Marketing Specialist Marketo
- 3. 3 | ©2015 ON24, Inc. • Role of webinars in the sales & marketing process • Designing a webinar platform for marketers • ON24 + Marketo = better lead qualification • Customer showcase: Dropbox • Q&A session Agenda
- 4. 4 | ©2015 ON24, Inc. Marketers’ Challenge: Buyer Self-Education 65% Percentage of buyers who are self-educating before engaging with sales Source: SiriusDecisions, 2014
- 5. 5 | ©2015 ON24, Inc. The buying cycle has shifted from sales driven to marketing-driven Now, more than ever, marketers are challenged to deliver more engaging content… Marketers’ Challenge: Engaging Content Source: Content Marketing Institute/MarketingProfs, 2014
- 6. 6 | ©2015 ON24, Inc. Marketers’ Challenge: Quality Leads … and generate higher quality leads Source: 2015 Demand Gen Report Benchmark Study
- 7. 7 | ©2015 ON24, Inc. How Do Webinars Address These Challenges? The Webinar Advantage influences buying cycle Easily tailored content decision making assets captures viewer attention
- 8. 8 | ©2015 ON24, Inc. Webinars: Drive All Buying Cycle Stages Source: SiriusDecisions & Forrester Webinars have become a primary marketing tool to help drive all stages of the buying cycle.
- 9. 9 | ©2015 ON24, Inc. Webinars: Easily Tailored Content for Each Stage YOUR SOLUTIONS & ROI DEMOS & ADVANTAGES APPLICATIONS & BENEFITS THOUGHT LEADERSHIP WEBINAR CONTENT
- 10. 10 | ©2015 ON24, Inc. Webinars: Delivery of Multiple Decision-Making Assets By including white papers, data sheets and other content, webinars can deliver multiple decision-making assets at one time On average, 8 assets are downloaded in the decision-making process
- 11. 11 | ©2015 ON24, Inc. Webinars: Capture & Hold Viewer Attention Directing prospects to a white paper or your website may capture their attention for a couple of minutes. Viewers spend 56 minutes in a live ON24 webcast.
- 12. 12 | ©2015 ON24, Inc. Because of the advantages of webinars for demand generation and customer engagement…
- 13. 13 | ©2015 ON24, Inc. Webinars are the top tactic for lead generation Which tactics are most successful for you for generating qualified leads at the top of the funnel? Source: 2015 Demand Gen Report Benchmark Study
- 14. 14 | ©2015 ON24, Inc. Webinars are the top tactic for lead nurturing Which tactics are most successful in helping to convert and accelerate leads at mid and late stages of the funnel? Source: 2015 Demand Gen Report Benchmark Study
- 15. 15 | ©2015 ON24, Inc. • Role of webinars in the sales & marketing process Designing a webinar platform for marketers • ON24 + Marketo = better lead qualification • Customer showcase: Dropbox • Q&A session Agenda
- 16. 16 | ©2015 ON24, Inc. What does a webinar for marketers look like? Webinars for Marketers engaging & interactive easy to access quick & easy setup comprehensive analytics
- 17. 17 | ©2015 ON24, Inc. ON24 Webinars: User-Controlled & Branded ON24’s patented webinar platform enables user control and can be branded by your company. The interface is extremely interactive and immersive.
- 18. 18 | ©2015 ON24, Inc. ON24 Webinars: Interactive & Engaging ON24’s webinar platform includes over 30 widgets that provide an interactive, engaging user experience.
- 19. 19 | ©2015 ON24, Inc. ON24 Webinars: Easy to Access No downloads or mobile apps are required to access ON24 webinars. One click and your audience can participate. The ON24 user interface is optimized for desktops, tablets, and phones.
- 20. 20 | ©2015 ON24, Inc. ON24 Administration: Quick & Easy Setup • Anyone can setup a webcast in less than 10 minutes • Simple six-step process for building webcasts, as well as templates and “create a copy” • ON24 uniquely combines ease-of-use with a powerful feature set “I found the Webcast Elite user Interface to be very straightforward and easy to use. We were able to build our webcasts in 5-10 minutes.” * Quote from Lithium
- 21. 21 | ©2015 ON24, Inc. ON24 Webinar Analytics: Industry-Leading / Comprehensive
- 22. 22 | ©2015 ON24, Inc. “ON24 has the best webcasting technology for marketers… This focus shines through in the webcasting experience for attendees and its support for data.” Source: Forrester Research, January 2015 ON24: Best Webinar Platform for Marketers
- 23. 23 | ©2015 ON24, Inc. Do you believe that your webinar solution was specifically designed for marketing? A. Yes B. No Poll #1 (select one)
- 24. 24 | ©2015 ON24, Inc. • Role of webinars in the sales & marketing process • Designing a webinar platform for marketers ON24 + Marketo = better lead qualification • Customer showcase: Dropbox • Q&A session Agenda
- 25. 25 | ©2015 ON24, Inc. By integrating ON24 and Marketo’s solutions, companies can more effectively qualify leads and drive their sales pipeline Registrants Sales-Ready Leads ON24/Marketo Integration: Key Benefits
- 26. 26 | ©2015 ON24, Inc. The ON24 / Marketo Integration automates the transfer of webinar registration and activity metrics between the ON24 and Marketo platforms. ON24/Marketo Integration: Overview ON24 Integration Service ON24 Webinar Analytics Marketo Marketing Automation Platform
- 27. Lead Nurturing Sales Opportunities ON24 Integration Service Social Media Email Website Audience Generation Campaign Analytics Event Analytics Benchmarks & Trends ON24 Webinar AnalyticsMarketo Platform ON24 Webinar Platform ON24 Cloud Connector ON24/Marketo Integration: How it Works
- 28. 28 | ©2015 ON24, Inc. ON24/Marketo Integration: Over 25 Data Types Transferred ON24’s webinar analytics provide the most comprehensive set of metrics in the industry.
- 29. 29 | ©2015 ON24, Inc. What If? You could ask your audience if they would like to talk to a sales person, and you could use their answer in your lead scoring. With ON24 / Marketo integration, this can be done today.
- 30. 30 | ©2015 ON24, Inc. Bigger Data = Greater Customer Understanding Meeting Solution Joe Smith Attended meeting Slide Presentation Tool Joe Smith Attended presentation Stayed 45 minutes Marketing Platform Joe Smith Attended webinar Stayed 45 minutes Joe’s Engagement Score = 7.8 Responded to all polls Said “yes” to sales follow-up Asked three questions Questions were … Viewed four documents Documents viewed were …
- 31. 31 | ©2015 ON24, Inc. Greater Understanding = Better Qualification & Nurturing User Engagement & Behavior Profile Heavy Interest Some Interest Unclear Interest Low Interest Target Fit Sales Ready Leads Sales Ready Leads Nurturing Webinars & Telemarketing Nurturing Webinars & Telemarketing Potential Fit Sales Ready Leads Nurturing Webinars & Telemarketing Nurturing Webinars & Telemarketing Nurturing Webinars & Telemarketing Insufficient Nurturing Webinars & Telemarketing Nurturing Webinars & Telemarketing Lead Nurturing Emails Lead Nurturing Emails No Info Nurturing Webinars & Telemarketing Lead Nurturing Emails Lead Nurturing Emails Lead Nurturing Emails
- 32. 32 | ©2015 ON24, Inc. • Role of webinars in the sales & marketing process • Designing a webinar platform for marketers • ON24 + Marketo = better lead qualification Customer showcase: Dropbox • Q&A session Agenda
- 33. Webinar History at Dropbox • No webinar program 1 ½ years ago • Why webinars? • Webinars at Dropbox
- 34. Webinar History at Dropbox Today, Dropbox uses webinars for all stages of the sales funnel Awareness Lead Generation Lead Nurturing Conversion
- 35. Initial Challenges • Marketing Resources • Infrastructure (i.e., GoToWebinar) • Lots of pain points • “Ability to scale” was an issue
- 36. New Webinar Selection Criteria Needed “Webinar Platform Designed For Marketing” Ability to support large # of registrants/attendees Marketo integration Comprehensive attendee engagement score Multi licenses for internationalization Recorded videos Ability to use different media (videos, webcam)
- 37. Game Changer – ON24 ON24 was the clear winner * Selected ON24 over BrightTalk, Adobe, and ReadyTalk
- 38. How Dropbox uses Marketo & ON24 • Multiple channels for webinar promotion • Track and evaluate performance in Marketo • Viewer data transferred & mapped by ON24 into Marketo • Integration streamlines process of identifying leads in Marketo • Lead nurturing and scoring
- 39. Results • Webinars are one of our top Mid Market lead generators • More higher-quality leads • Happier sales team • Higher lead conversion • Increased revenue
- 40. 40 | ©2015 ON24, Inc. Would you like to learn more about how organizations are using webinar / marketing automation integration and the benefits they are obtaining? A. Yes B. No Poll #2 (select one)
- 41. Questions & Answers 41 | ©2014 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Editor's Notes
- #18: Now let’s talk about the delivery of this content to the viewer and the ability to engage the audience with ON24’s unique webcasting platform 10 viewing experience. As the user enters your webinar they: - see a fully branded experience as you designed it - are able to control the look and feel of the presentation; moving, sizing and interacting with the included widgets - viewers can ask questions, respond to polls, and participate using social media and collaboration widgets - and they have access to related content and media that increases the number of touches and helps to further qualify leads