Hello and welcome to today's webinar.
Keys to Driving growth with
an on demand strategy.
My name is Mark Bornstein.
I am the VP of Marketing and
Chief webinar here at ON24.
I want to thank all of you for joining today.
How you doing? Is everybody doing all right?
Yeah, doing good. Summer's here,
kind of enjoying ourselves.
How's the family, the dog?
Good. Yeah.
Well, I'm really excited today
because we're going to be having.
A conversation all about building on
demand strategies to drive growth,
which I honestly think is one
of the most underrated yet easy
ways to improve our marketing
performance by doing more with less.
And at we are certainly at a time
when we're all being asked to do a
lot more with less and there are some
very simple strategies that we can
put to put into place that it can
have a profound effect on our marketing.
So we're going to talk all about that,
but before we get started,
a few housekeeping notes.
The ON24 console you're looking at
right now can be completely customized.
You can move the windows around if you want.
You can stretch them, make them bigger.
Maybe you want to make that
slide window bigger.
I'm going to show lots
of pretty pictures today.
We've also got all kinds of ways that
you can interact with this experience,
because why?
You know it.
We believe that every great
digital experience should be
fully interactive and engaging.
So there's all kinds of things.
There's a toolbar on the bottom
of your screen.
I'm going to quickly go through them.
From left to right,
there is a media player to
control your volume.
Slide button to open and
close the slide window,
going to want to leave that open.
Then there is a speaker bio.
Been making lots of great connections
continuing the conversation with
folks on LinkedIn afterwards.
So hit me up and and let's be friends.
Then after that there is the Q&A button
or we call it chat with Mark for those who.
You who know me and watch this series,
you know that we treat the Q&A button
not like a 5 minutes of Q&A at the end.
I'm taking questions.
We're having a conversation
throughout this entire experience.
In fact, we always,
we start it the way we always start it.
Let's do that.
What's everybody drinking?
I am having shocker,
I'm having some tea, right?
I'm having some nice Japanese sencha.
It's delicious.
Go in the Q&A, tell me what you're drinking.
Is it all the water drinkers again?
Anyway, all right, so after that,
there's a reactions button.
So as we're talking as I'm presenting
some of these ideas to you,
if you really like them,
you could give me a thumbs up or
you could give me a heart emoji.
Or I keep saying this.
We need, like, a Boo emoji.
Like if I say something you don't agree with,
you go Boo mark. I don't.
I don't like that one.
That's not good anyway.
Oh, I see some of you emojiing right now.
That's awesome.
Thank you. Yay. All right.
Then after the Reactions button,
we have our related Resources button.
There's all kinds of cool
complementary resources,
including copies of today's slides.
But the one thing I really wanted to
point out to all of you is we've got our
Ready for Growth report link in there.
And this is really cool stuff.
We conducted a global survey of over 1300
marketers in 16 countries and uncovered.
A lot of the key factors to in
for you know advancing digital
maturity and revenue growth.
So you definitely want to check that one out,
make sure you download it Okay.
After that you can register for next
month's episode of this series and
we have got one of our most popular
episodes coming up and I've got some
new stuff I'm really excited to present.
What is it going to be I'm
going to be presenting?
Mastering the Art of Driving Webinar
and Virtual event registration.
Oh yeah, the one we all want.
How do we get more people to
sign up and attend our events?
I've got a decade's worth of
tips and tricks and great ideas.
A couple of new ones we're going
to throw at you as well.
So you got to see that.
In fact, should we pause right now?
Everybody just go click that
button and sign up you.
It's going to be amazing.
It's going to be so much fun.
And we'll have a lot of interaction.
It'll be,
it'll be really good.
So if you've got any really good ideas
that you were doing for driving Rich,
bring it and we'll talk about it after that.
If you're loving this experience and
you want to learn a little bit more
about how we do this at ON24 and how
you might be able to use this platform,
There is a link to a
webcast elite demo which is.
Platform that we're in right now.
No sales pitch, nothing like that.
Just come check it out,
see what it does and see
if it might help you.
Or if you don't want to wait and
you want to speak to a digital
engagement expert right now,
you can click a button next to that and
it'll put you in touch with somebody.
See all the amazing things
you can do in a webinar.
It's not a webinar anymore.
It's an experience.
All right.
Last things on the On the
right there's a survey button.
We would love at the end of
today's presentation for you to.
Click on the survey.
Let us know what you thought
about today's content.
Tell us a little bit about yourself.
We'd love to get to know you better.
And then finally, there's a help button.
If you have any technical issues whatsoever,
click there and you'll get service.
All right. It was a lot of housekeeping,
but housekeeping is important, right?
Because putting engagement tools there and
just letting him sit there is not enough.
Let people know what there is to do.
See, I'm giving you best practices
before I started the presentation.
But, like, it really matters.
No? I see the emojis. Thank you.
Clearly, you guys are agreeing with me,
All right. So today,
we're talking about on demand strategies.
And again, I think this is one
of those areas where there's so
much opportunity in front of you
without building anything new,
without without really creating new systems,
You have the opportunity to reimagine
your marketing simply by leveraging the
content in many cases that you already have.
And so I want to do a couple of things.
First, I want to talk about why
this is important.
Every marketing presentation today
starts with our audiences are changing.
Their expectations are changing.
Most of my presentations start
with that thing. And yes,
we've been talking about this for so long.
How especially since the past
few years and this whole digital
era of digital transformation,
we know that audiences want
experiences that are more interactive,
more engaging, more participatory.
They want to feel more connected
to the experience.
They want to participate.
They also expect it to be authentic
and human and personalized.
But there's something else that they want to,
and that is they kind of want
content on their own terms.
They want it when they want it.
They want it on their terms,
not on yours.
And we as marketers for the longest time
have thought that we dictate the terms
about how and when people take in content.
And it's an idea that we need to get past.
Buyers are we know they're self
educating more than ever before.
This is from a Forrester study that
showed that the number of total
interactions to get somebody from from,
you know,
interest to purchase has gone way,
way up just in the lat from 2019 to 2021.
It like from 17 touch points to
27 touch points.
And that's those are the ones we know
of and how many of 27 touch points
are actually going to be yours, right.
So how do you optimize for the the most
number of touch points to influence
towards your product or your service,
a big challenge.
We know that the buying committee
is getting larger than ever before
and you've got a lot of different
stakeholders that are also self educating.
And trying to get more information
and and as they come together to
make those purchase decisions
and that is a lot to manage.
And what it is led us to all
know is that marketing as usual
doesn't work in that in that way.
And you know the,
the single or the the you know
two or three critical channel
approach to driving demand isn't
enough and for so many of us.
Our demand generation channels have
basically been we've got a couple of
big thought leadership events that
we do or things that we do and we
drop a couple of pieces of content
here and there and then we sort of
lead people into a nurture and then
hopefully get them in to see some
demos or whatever to close them.
It doesn't work that anymore.
That way we, you know,
you hear the term Omni channel being.
Bantered around a lot,
but it bandied around.
What is the word there?
Bandied about I think is the term,
but what it means is that we need to
have content and digital experiences
everywhere for every audience,
personalized for their own unique needs.
Which means we can't think of these
linear channels for demand Gen.
We now need to be thinking
about like building this
this holistic environment of experiences.
So that no matter how anybody navigates
to us, not just waiting for the for for,
you know, us to find them, but how they're
finding us in unique and critical ways,
we're going to have exactly what they want,
when they want it and how they want it.
That is a major challenge and a big
part of it means we need to rethink
what what delivering content is.
The new rules for digital content is that
it needs to be sort of always there.
It's always on. It's always available.
The idea of the one off anything has
to get out of our minds as marketers.
It's a big statement.
Think about it for a moment.
The idea of 1 off events,
one off experiences. Get rid of that.
Your content needs to be always on,
whether it's live or whether it's on demand.
It does not matter.
It needs to be there.
It needs to be easy to find,
easy to access every time somebody
is approaching.
And what you're going to hear me talk
about is not a piece of content,
but a content experience.
That experience needs to feel like
it's magically being personalized.
Even before you met somebody,
you know what they want and how they
want it and you're going to deliver
the right content at the right time.
That's a big challenge and that's where we
need to sort of evolve today as marketers.
So what I'm going to do is I'm going
to give you a whole bunch of ideas,
both simple and and some you know that
are maybe some new thinking to try to.
Solve that Riddle to to try
to meet that challenge.
And I'm going to start with an easy one.
And the easy one is with the low
hanging fruit of all the webinar
content that you're delivering,
because for so many webinars are
simply just a live experience.
And they're not.
A webinar.
If you are only thinking of
a webinar's live experience,
then you are missing a
tremendous opportunity.
In fact, let me act.
Let me bring all of you into this
discussion right now and push out of poll.
So what happens to your webinars
when the live day is over?
It's gone, never to be seen again.
We send a link to the on demand version
to registrants that didn't attend.
It's about it.
Or we continue to promote the On
demand version of the webinar.
Completely anonymous. Be honest.
It's Okay. We're all friends here.
This is, this is the safe space.
But you click right on the poll to answer.
Don't go in the Q&A, click on the poll.
What happens to your webinars
after the live day is over?
It's gone.
You send a link to the people that
registered or didn't attend or whatever,
and that's about it.
Or you continue to actually
promote that content on demand.
And we'll come to your answers
here in a moment,
by the way. I do see. I do see.
All of you talking to me right now
about what you're drinking is pretty
hilarious because you're like,
you're some really interesting people.
So Valerie's having water with Skittles.
What am I even supposed to do with that?
Ingrid's having apple juice,
Lot of lot of water drinkers.
Whitney's having some Earl Grey.
OK, we got a we got a tea drinker.
Darlene's having Diet Coke and water.
Like, why do you need both?
What? What's the story with that?
Water with cinnamon and agave Gale.
OK. All right. Laura says yes.
Boring. Hey, Laura, I see you.
I have an old friend.
She's having boring old water to
keep the kidneys going. I hear you.
Nicole's having green tea.
Oh, hey, Nicole. All right.
A lot of old friends in here.
This is great to see so many of you
people here. So we're going squirt.
That's still a drink, Sonia.
OK, that's fine.
No judging.
No judging at all.
All right, so I'll come back to
your answers here in a moment.
By the way, you know, do you,
Are you feeling the tonality of this?
Because I think this is another
little best practice.
This is what audiences expect in a webinar.
They're not looking for something robotic.
They're looking for humans to
connect in a real human way.
And even if it's just talking for
a moment about what we're drinking,
it makes a difference. And.
I'll just leave that there.
So let's talk about that.
What happens when your live webinar
is over And for so many it is.
It's done. I know that. I know.
I talked to marketers all day
long and it is absolutely true.
But look at this.
I wanted to share some research
from our latest webinar benchmarks
report and we saw that for people
that watched a webinar over
the course of an entire year.
So this is literally hundreds of
thousands or millions of viewers,
61% of everybody that watched
a webinar watched live.
43% watched on demand.
Only 4% watched live and then
went back and watched on demand.
So we're almost at 5050.
I want you to think about this
carefully because that means if your
webinar is a live experience only,
maybe you push out the on demand
link to the people that registered.
You're potentially missing 50% of your
audience, of your potential audience.
That is a huge,
huge opportunity that you're just
walking away from and it's the easiest
thing in the world to do to take
this amazing content that you're
creating and this great experience
that hopefully you're building.
Hopefully your webinars are amazing,
awesome experiences and you're
just putting them on the shelf,
but they can continue to work for you and
and it makes a tremendous difference.
Let's go to the poll and and
see what happens here.
So I asked what happens to your webinars?
A very honest 4% of you say it's gone,
never to be seen again.
I I actually believe that number
is probably a little higher.
I see a few of you,
but look 50% of you said we we send a link
to the OD version and that's about it.
And then another 45% are continuing
to to promote on demand.
Good for you, we'll get into it
a little bit deeper so.
Let's go over the basics first and
then I'll talk about ways in which you
can actually use on Demand webinars
effectively as a part of an Omni
channel approach to your marketing.
So the basics,
obviously you want to archive the
event and make it available on
demand as quickly as possible.
There is absolutely the moment where
you've got all the people that registered,
that did not attend and all the
people that attended that may
want to go back or had to leave.
So you want to absolutely send the on
demand link to everybody that registered.
Here's the thing.
Send it to people who attended to,
not just the people that didn't attend.
Remember,
the 4% will watch live and go
back and watch on demand.
Maybe they had to leave,
maybe they wanted to share it
with a colleague.
So so send that link to everybody.
Then send the link to everyone
on your sales teams.
Maybe have a prepared e-mail with a
link to the on demand so that they
could send out a personalized e-mail saying,
hey,
we just had this amazing webinar.
It was really great.
Here's the here's the link.
I thought you might benefit from it.
It's a great way to get conversations
going for your SDR's and your sales people.
Then you can move into your
promotional stage and and and
one thing I always get asked,
so I want to get in front of because I do.
Somebody I saw did ask the question
already and I'm going to try to get
ahead of it because I know more of
you are going to say well what Mark,
you've just been talking about all this
interactivity and the fun live engagement.
What about that?
Doesn't that engagement go away
with the on demand version?
No. I want to do some myth
busting right here and now.
Of course not.
Now is the can the presenter answer questions
in real time from the on demand audience?
No, obviously not.
It's already recorded.
But you can have,
you can still have the Q&A box open.
People can still submit questions.
You can route those questions, by the way,
directly to SDR's and salespeople.
Really good opportunity, right?
You can.
You know,
still push out polls.
People can vote in the poll
their the the response is not
registered in the live result.
But that's Okay.
You can.
You can still have people clicking on CTA's.
You can still have people signing
up for future events.
By the way,
don't forget to sign up for
keys to Driving Reg.
Did you do it? You know you can still
have people downloading content.
You can still people being
completely active in the experience.
Even when it goes to on demand.
So that's the first thing I want to say.
So none of the interactivity
or engagement goes away.
Still do it, still still do it.
And then we begin to work, all right.
So we, we've made the on demand
version available. Great.
The next thing we want to do is, hey,
let's leverage this for other geos,
for other languages, for other
theaters that we may need to support.
And so we now have the.
The ability to very easily turn on
closed captioning options for multiple
languages and for different regions,
we can, you know,
we can even repurpose some of the
content and maybe cut it up and add
native speakers if we want to do that.
There's a lot of different ways
in which we can optimize that
content and make it available to
support other theaters and and so.
Think about that when you have
an your webinar strategy or your
event strategy should be include
what happens when the live event
is over and how do we push it out.
Not just locally but how do we push it
out to every theater that might need it.
On demand Webinars are a great way
to fuel your nurture strategies.
I don't know why more companies
don't do this.
I have talked to so many marketers
at some of the biggest companies
out there and when I look at their
nurture strategies it's like.
Research report, white paper, blog post,
white paper, research report,
maybe a video like it's a lot of
long form written content and I get
it in some cases and depending on
your audience that might be good.
But what audiences want to there?
They want dynamic content that
they can engage with.
And so using thought leadership webinars
at the front of a nurture strategy,
using a positioning webinar,
maybe a case study,
interview webinar for for somebody
moving through a nurture would be great.
Maybe a demonstration webinar
further down funnel.
What a great way to get people
to raise their hand.
What a great way to get people
into content and then when you get
them on into an on demand webinar.
What's happening,
not only they seeing that one piece of
content, but those research reports,
those blog posts,
those all the white papers,
the ebooks, well, you can integrate
them into the on Demand webinar.
Don't forget,
once it goes for live to On Demand,
you can change up the content
options inside the vehicle,
the channel itself.
So now you're like,
OK,
well we're going to use this thought
leadership for these two nurtures
and we're going to change the
CTA's in each of them depending
on who the nurture is aimed at.
You guys think about this.
You hear what I'm saying?
Like this is let me know, send me an emoji.
Let me know if this is,
this is making sense to you guys,
but like instead of sending
them a piece of content,
you're sending them a content experience.
And that content experience, not only
is that webinar and that presentation,
but now you're also saying, oh,
and by the way, you can click here,
you can link here,
you can download this, you can do that.
So it makes a big, big difference.
I'm seeing a lot of thumbs up,
so that's awesome.
All right.
What else you can do on demand Webinars
are a really great way to leverage
your paid and organic channels.
I again,
it's one of those weird things where
for so long when we think about our
our paid channels and you know and
and our our placement strategies,
it's almost all why is it
always like an ebook?
Why wouldn't you want to send
people to an on demand webinar,
an on demand event where
they can get more value,
where there is more content available?
You're sending them an experience,
you're not just sending them
a single piece of content.
So think about like how you might be
able to use your on demand webinars
for different paid channels to get
people to engage to start maybe
getting some of those net new leads
that you're trying to get into your.
Into your database.
Lots of really good things you can do there.
Now we're talking about turning a live
experience into a an on demand experience.
But I do want to mention this.
I am seeing more and more,
especially those really successful
companies in so many industries.
They're they're not only creating
a bunch of live webinars,
but they're creating a bunch of
experiences that are straight to on demand.
Because Omni channel means you
need to have a lot of content
for a lot of different audiences.
So now we see a lot of companies creating
straight to on demand programming so
that it doesn't rely because look,
there's only so many webinars you can
present or you can promote to your database.
We're going to be talking about
that next week. I mean next month.
I'm not ready for next week.
Next month,
but like so how do you deal with that?
Which ones do you want to promote
as a live event?
Which ones do you simply want to
build and make them available as
on demand events and maybe putting
them through unique channels,
maybe putting them through paid channels,
maybe putting those on demand
experiences directly into nurtures.
So you might be thinking about
who are my key audiences,
what are those target segments?
What are the use cases?
What are the personas that I'm going after,
What are the, you know,
what are the unique buying?
Circles that I'm trying to
get into and I'm going
to create some unique programming.
It might be an hour long webinar
but it also might be a little
20 minute on demand piece.
We have tried all kinds of crazy
things and one of the things I
always like to break this out even
though it's a year or two old,
but it was one of my favorite straight
to on demand concepts we had which
was the three minute webinar where we
would it was almost like an ad where
it was like a little 3 minute webinar.
I would come on and say like do
like 3 minutes on hey here's what
I'm 24 is all about.
We this one was themed based on holiday.
We did a Christmas one,
we did or a holiday season one at a
Halloween one and like I talked for three
minutes and it was just and and then it.
The whole experience was all
about getting people to clickable
assets and so everything in the
experience was completely clickable.
We were linking people to demo pages,
product pages,
linking people to sign up for future events,
just trying to activate these users.
We were we created custom landing
pages that they could go to then with
lots of on demand content on them
including some on demand webinars,
you know and and we built different
landing pages for different audiences
really being strategic about what that
on demand strategy was looked like.
And it was kind of like a mini
campaign really effective.
Really, really effective.
All right,
you guys doing right,
that's so good.
So the next thing I want to talk about
is turning your live experiences or
your webinars into derivative content.
Because it is when you think about webinars,
when you think about virtual events,
you are looking at a lot of
information that is being presented.
Let's take the case of an average
one hour thought leadership webinar.
Well, you've got a presentation,
you've got a slide deck,
you've got a presenter.
You've got data coming in from your audience.
There is a lot of different elements
and assets that are a part of that
experience video that the audio
and there's a lot you can do.
And one of the things that drives
me crazy as a content marketer and
and I am a content marketer by trade
originally and and that is that for so
many companies and still I think it's it.
I honestly believe it's it's something
that's driven more by the mansion but.
The written piece of content like,
well, we'll use the,
the white paper or the blog post
and these days it's usually A blog
post as the foundational content.
And then we'll create other pieces of
derivative content from that content.
And I don't think that's the
best way to do it.
I would think why not take a robust
piece of content that is also a
multimedia piece of content and start
creating derivative content from there,
so.
When you create a webinar,
whether it's live or not,
you've got the ability to turn that
content into everything from blog
posts to ebooks to infographics to
little video snippets to social video.
You can chapterize it and and
put it out in little pieces.
Every every December we do
our webinars that rock well.
Sometimes we'll take like
one company spotlight,
cut it up into a little 10 minute webinar.
For five minute webinar and that
becomes a little video asset or a
little mini on demand webinar asset.
There's so many things that you
can do and now this is not new,
but now something is.
What's that?
Artificial intelligence is changing
the game because now we can
integrate a I into our systems.
By the way, I don't know if I'm
allowed to even talk about this,
but we have an artificial intelligence
to be able to you run an offense.
Reload the transcript into the
artificial intelligence and you know it.
You can, you can edit and review the content,
and you can begin to and have
the A I like ChatGPT, you know,
generative A I go, oh, no problem.
Boom, Here's your white paper.
Boom. Here's your blog post. Boom.
Here's a couple of social snippets.
And depending on how good the A I is,
you might need to do a little bit of work.
You may need to do a little bit of.
You know, a little bit of editing,
or maybe it's maybe the content
just doesn't quite hit,
but at least it gave you all these ideas
about how you might turn this webinar
transcript into a couple of blog posts.
It is a, you know,
for anybody who's out there saying a
I is is an enemy to content marketing
or an enemy to content, it is insane.
It is a. It is a.
You know, it's such a benefit to us.
And even when I and I use touch,
APT and other tools a lot,
you know, even when they it gives
me something I don't necessarily
want to use as it delivers it to me.
It gives me so many ideas that I
may not have had on my own and
it's just fantastic and helping me
create all kinds of new content.
But the idea that it might
actually spit out whole content.
So
this is something that.
I don't, can I talk about this or not?
I don't know.
I'm looking over here like my producers.
There's nobody in the room with me.
But I'm just gonna say things are
happening on the ON24 platform people.
OK, so another thing we're doing is you can
create derivative video content, right.
You have an hour of video footage of me
talking about really interesting things.
Well now you can literally when the
webinar is over take the tool and and
automatically and using artificial
intelligence again in some cases.
Or just like saying I love this one
moment that happened in this webinar,
cut it out,
create unique video content for it and
you might cut it into small videos,
you might cut it into social video.
There's so many different ways in
which you could leverage that content.
We will take a little video excerpt,
some of you probably seen this from a
webinar and and and use it as a teaser
to get people into the on demand version.
So here's 2030 seconds of something
really crazy that happened.
Here's Mark talking about some insane thing
and with a link to the on demand version,
what a great way to get more
people into that content.
All of a sudden you're, you know,
the number of people that saw that
webinar goes from, you know, from 200 to 300.
These are the ways we get,
we do more with less.
These are the ways we get people
to more content. Not only that,
we've got all these audience inputs.
Right.
You saw me just push out a poll.
Well,
what if that poll result was so darn
interesting that I could use it to
actually generate interest in the
on demand version of the webinar?
So I will do this right?
Sometimes if we get a really
good poll result, we'll say, hey,
you know what, the audience, you know,
50% of the audience said blah blah blah blah.
Click here to watch the on demand version.
And you can also use those audience
inputs to fuel research.
We put just recently,
we put a couple of polls in a
bunch of large events and webinars,
the same poll, over and over again.
And now we have research of like
thousands of people responding to a poll,
How much money it costs for you to go
to one of these companies to get a,
you know, 1000 respondents to a poll.
Now it's free and easy and you can
take that and you could use it
to fuel research reports.
You can use it to fuel press releases.
This is such valuable content that you
can reuse and turn into more content later.
Making sense.
Should I check in with you guys?
How's everybody doing?
Let's see.
Is is there is this functionality happening.
I try not to talk about ON24 too much
because this is the fault leadership webinar.
But yes, some of the things that
we've been talking about are in fact
available in the in the platform.
Anybody who wants to know more about it,
click on the Speak to an expert button
and we'll tell you all about how
to do it and a couple of those are.
The big user conference coming up.
Okay, let's see.
If I were to create content
specifically for On Demand,
where would you stay?
The best place to put that content?
That's not an e-mail. Oh wow.
Who said that? Kendall.
Kendall maybe the best introduction
ever to the next section.
So if I had a prize to give you,
I would give you right now
because that is as good a lead
into my next section as possible.
And that is an.
That was not planned,
but you're my best friend,
Kendall anyway.
And that is creating inbound
content experiences,
on demand content experiences.
If there is one area that we've seen
marketers rise to the challenge in
the past few years and let's face it,
we were forced to be more
digitally enabled than ever before,
it is in building on demand
content hubs and and portals and
whatever you want to call them,
but you know,
but customized in a different way.
And the one thing I want to premise this is.
Free COVID you kept hearing about
people talking about content portals
or content sites as the Netflix
model and it was really just about
taking the Resource Center and making
it a little bit more searchable,
maybe having some recommended
content capabilities.
But it was still basically your
your research, your resource portal,
every website's got that
place that resources link.
Where all of your content is.
All of your white papers,
all of your ebooks, all of your videos,
all of your on demand webinars, and yes,
you can do some intelligent searching.
That's a terrible content experience.
Nobody wants to wait for your
800 pounds of content.
They just don't.
They want you to tell them exactly what
they want based on where they navigated to.
And that's why the evolution of
a more personalized, customized,
curated content experiences come into play.
And now we've got these on
demand content hubs.
And this is the answer,
Kendall,
to your question is how do you
where's the best way to promote
all these on demand webinars?
It is through creating customized
on demand portals.
They could be on demand webinar portals,
but they could be just on
demand content portals.
So it may be on demand webinars.
You might be also uploading videos,
you might be uploading PDF's or V books
or research reports or whatever you want.
But it's this idea of making your on
demand content really easy to find.
And really smart and searchable,
right?
You're optimizing for SEO on
these hubs and you are depending
on how people navigate to you,
you are delivering exactly the right content.
These are not hubs loaded with
70 pieces of content.
I know some of you immediately like,
oh, I can dump all my ondemand web.
No, no, if somebody came to.
Your this product page or a sub
product page on your website
and you're only going to deliver
maybe 6 pieces of great content
for you know that that that
would that would relate to that
product maybe some top of funnel,
maybe some is bottom of funnel right.
And and or if somebody comes to one of
your industry pages maybe you're going
to have a couple of different sliders
with different directions for that
industry depending on how they might be
the use case for your product or service and.
Which is an entry path.
I'm going to show you a
great example of that.
Oh my friend Laura's on here is your example.
And so like well and and and they become
these intuitive ways to get people into
the right content at the right time.
And we're not only optimizing these
experiences with on demand content,
but just like we do with a live experience
or an on demand webinar experience like this,
we're also optimizing for
interactivity and engagement.
When you think about building a
content hub or a portal for on demand
for your Omni channel approach,
you want to make sure every single hub
not only has the right targeted content
and also it's got some CTA's integrated,
also has some different ways that
people can interact with you.
Maybe you're you know,
maybe you're you're linking
to an upcoming event,
maybe you're you've got a link to a
pricing page or a free trial or a demo.
Whatever it is,
you're being really thoughtful about
how you customize those experiences.
This is great marketing.
I love this stuff and it's dynamic.
So you're always updating them
and you're always,
you're always changing what they
are and what they're offering based
on the content that you have,
based on upcoming CTA's or whatever
you're finding value or the
testing that you're doing.
So you know,
there's so many cool things
you can do in these pages.
Where you are not just presenting content,
but you're activating people.
You're giving them opportunities
to raise their hand and say,
I want to learn more, I want to learn more.
And it might be an opportunity to
sign up for a free trial or a demo.
Or maybe you're doing appointment setting.
Maybe you're just integrating a chat
bot onto a content page and enabling
people to to to talk to a robot or a
live person to get more information into to.
Point them in the right direction
till they get to the right content.
Maybe you're going to maybe that chat
bot sends them to a different portal,
or to a different event,
or to a different page.
If you were doing some appointment
setting through there,
there's a lot we can do.
So don't think of these as
static content receptacles.
Think of them as maybe
the most important thing.
I'm going to say one of them.
Think of them as experiences.
Everything is an experience.
Live on demand.
They are experiences.
The webinar is not a webinar,
it's an experience,
a content.
Portal was not a content hub or portal.
It's an experience and
it should feel like one.
It should be interactive and it should
present you with lots of things you can do.
When you're building these you want to.
Again, it's not building 1,
it's building many depending on
how and where people navigate to.
So you maybe you've got a
number of product pages,
you're going to want to build
one for every single product if
you've got a a number of different,
you know, industries you're serving.
Every industry page gets its own portal.
You you could be really strategic
about how you're delivering what
contents on there and again
maybe each portal only has
2345 pieces of content and some CT A's,
right. You're just saying,
I know you came here,
this is probably what you're interested in.
Here are three things that
you might want to check out
and maybe there those options,
There's a little top of funnel,
little bottom of funnel,
so you give people some choices.
But you make it easy seeing all
the heart emojis going, no,
I must be hitting a nerve here.
And and it works. It works.
So maybe you're building, you know,
your content hobs by use case or by category.
Maybe you're building them
by your target audience,
you know, by industry.
Maybe you're creating content.
Hubs for Demos.
This is a the Oracle demo experience.
Maybe each each you know product
page has its own demo portal.
There's a lot of different ways and
you can you know, you can integrate
those demo videos you might have.
You might have a demo webinar,
all the FAQ's,
all the other stuff can be in there.
Or maybe you're only presenting some
of those things and you you don't want
to put all the content in the hub.
You want to get people into the
experience and then from a demo
webinar they can download the PDF.
The, the, the FAQ,
all that stuff and then maybe from
that experience they're linking
to a free trial or to a pricing
page or something like that.
This is good marketing and
and it goes on and on and on.
Training has been reimagined by
companies that are delivering
not only hands on training for
employees but for partners,
you know and sales reps and doing enablement.
So that people can instantly
access the content that they need.
And so we're enabling partners,
we're enabling sales people by making
sure that anytime they need content,
they don't have to wait for a training
session or try to go through what some
LMS system to find what they need.
Excuse me,
they are, I'm clearly talking too much.
You know, you're creating these portals,
these hubs, these training portals
where they can get to exactly the
right training they need based on.
Content or based on whatever the
product is or whatever it is.
So you're thinking the same strategic way
about marketing as you are about training.
And maybe you've got certification programs
integrated into training hubs where
people can go, they can do a webinar,
they can get, they can do testing,
they can get certification,
they can do certificate generation right
in those experiences in real time.
Here's another great way you can use hubs.
Anybody have been following me?
Know that I'm a proponent of
creating serialized programming,
serialized webinars,
serialized podcast, whatever it is.
And you want to build an audience
just like for a Netflix program,
you want to build an audience
for that program.
And so we see companies creating,
you know,
like individual hubs for a single
program or maybe you've got a hub
for all your three or four different
unique serialized programs. Right.
This is a serialized program.
This is our marketing best practices series.
It's a thing we do every month and and so
you might have a page where that you can get,
here's all the 2023 episodes.
If you want to click here,
you can get all of last
season's episodes on demand.
Maybe you're occasionally running live
events inside that experience periodically
just to keep people coming back to the hub.
Oh yeah, you can run live events.
In an on demand portal just
came with our platform.
I think I understood.
I'm not sure if you want to
learn more about how we do that.
Again, click on the Ask an expert.
No time here,
but you can do that and you know you
can create unique hubs for different
geos for different languages.
Here's in video where they they've
got a lot of different content.
Some of their webinars they
repurposed for different languages
and they'll create the same portals.
For different geos and for different
languages so that people can get to
the right content at the right time
without having to wade through 800
pounds of content promotional experiences.
You can build really polished
promotional experiences.
And I'm going to talk,
oh man,
I'm going to talk about this next month.
When I talk about driving registration,
I there's a couple of things I
want to share with you guys about
how to even handle promotions and
part of it is all about.
For, you know, it is beyond e-mail,
let's just put it that way.
But the idea that we can create
promotional experiences where not only
are we promoting an experience but
we've got on demand content integrated
into it as well is game changing,
absolutely game changing.
So let's pause here because I I'm
talking all about these hubs and
clearly some of you are not doing this.
Let me ask you guys,
are you currently using on demand
content hubs for targeted audiences,
So not just a big Resource Center.
Not something with all of your content,
I mean unique targeted hubs for for,
for unique audiences.
So very simple, yes, no or no.
But clearly Mark,
we need to again click on the poll,
they get your response.
To be honest,
you're completely anonymous here and
and we will get to you in a moment.
All right,
you can also. Personalize these
content experiences as well.
And one of the things that you know,
technology is evolving so
fast on these content hubs.
So now and when you think of
personalization these days and marketing,
everybody talks about personalization
and it just basically means putting
somebody's name on top of something like
you send them an e-mail and hey Mark,
well that's not new anymore,
but we we can do a lot of the
same personalization things
with our content hubs as well.
So when somebody comes to your
content hub for the first time,
you may not know them.
If you do know them,
then you may be able to actually
serve up something personalized.
But if you don't know them and they
come to a generic hub, that's great.
And then the first time they fill out
a form and now you know who they are,
and now you know what content they're
watching and what they're doing
and what CTA's they're clicking on,
you're learning a little bit
more about them so that the next
time they come to that hub,
suddenly it's different.
Not only are you that you're greeting
them with their company name on there,
but you're personalizing a
message for them and you're able
to personalize the content.
We artificial intelligence has
just come so far with our ability
to simply look at what people do,
analyze their engagement and say,
you know what?
You may show up to this hub and
get these three pieces of content.
I'm going to show up to this hub,
but I'm going to see three
different pieces of content.
I might see different CTA's than you see.
It's incredible what we're
able to do these days.
And that's how we, you know,
when I say people want everything
personalized with their unique needs,
the the magical ability to say, hey,
based on what we know about you so far,
we think that you might
like these three things.
And then the more they engage,
the more your content
recommendations are better,
the more your personalization is better,
your messaging is better,
and there's a lot that we can do there.
Let me let me also you know say
that this this really matters in
the cases of you know I mentioned
training and enablement as well.
One of the the things that
you should always think about
doing another way to promote.
So just getting back to the question
that who asked that question earlier
about how do we promote another great
way to promote an Ondemand content hub,
link people to your hubs.
They'll find them in many cases
through your SEO capabilities.
But if you've got live webinars
with big audiences,
here's my friends at Ansel Cares.
In fact I think what is it?
Todd and Nicole are on here.
I think I saw a couple of you guys are here.
Hi.
You know link to the hub and
they do this amazing job of when
they're delivering A webinar,
not only do they surround people and
content and Cta's, but they're saying,
hey, you want to learn more?
And they get people into their hub,
where now their audience can binge on
more content or check out more CTA's.
If you know,
you've got in every live webinar,
you've got, what, a hundred,
203 hundred 1000 people, you know,
why not link those people to your hub
and let them binge on more content?
All right.
I asked you guys, how many of you
are currently using on demand,
curated on demand content experiences?
A respectable 21% of you are doing it and so.
Of applause there.
I think that's amazing.
And but what we got 34% of you do saying no.
Well actually no.
Let's just say this.
It's 77% of you are saying no,
but 43% of you are like no.
But clearly we need to, right.
I mean when if you're looking at
this with any sort of a, you know,
interested or critical eye,
this is just easy money.
This is easy.
This is smart and good marketing and and this
is how you building on the channel approach
without creating 1000 new experiences.
This is how we leverage
the content that we have,
how we leverage the experiences that we
have to you know to to try to drive more,
you know more from our existing content.
I oh, so Laura,
I see your comment about how great
responses you're getting your ehub.
I'm going to show your ehub in a minute.
Oh,
now I'm going to show you realm now.
So I wanted to do a few
industry spotlights because
people are always asking me how you apply
these things to different industries.
So I'm going to do a couple right now.
The first one is financial services
and I see my friend Laura is on there
and Charles Schwab is they're amazing,
she's great, they're great.
They create these really amazing
content experiences and and you know,
they're really journeys and what they do is.
They, when they get to it,
the what thought leadership stage,
they're basically saying, you know,
they're trying to figure out what
your primary interests are lending
or 401 KS or whatever. I can't.
It's too small for me to read, sorry.
And based on what you're interested in,
you can choose content.
When you open a piece of content,
there's always another related two or
three pieces of related content there.
So they're not letting you just
take one piece of content in.
We're smartly recommending content based
on what you chose or maybe based on
engagement that we know more about you.
There might be a CTA integrated into the
experience and so no matter what you see,
there's always going to be
something else that's great.
They also like make these really
great journeys where there's
a view more button if there's,
if there's a stream of content you like,
then you can go to another page where
then you can dig a little deeper and then
there's a little bit more content in there.
And so there's always.
Path,
there's always the next place for you to go.
And Laura's,
I'll read your quote,
you just said we've gotten such
a great response to our E Hub and
we're looking for ways to expand it.
Yeah,
so like you take this E Hub and you just,
it's it's amazing.
It's really great what you're doing there.
So hats off to everybody there.
And it's an experience, right?
This is why I'm saying content hubs
are an experience because you're
presenting them with content,
you're presenting them with options.
There's always things for people to do.
So I I love it.
I think it's a great example and
I'll show another example here in
a moment of a different type of
experience and that is, you know,
we we're talking about inbound experiences.
But another great way to leverage your
best content is through outbound experiences.
And this is an area where some of
you are going to be like oh wow,
like this I I didn't even know.
But like,
why not take something like a content hub,
personalize it for a unique target
audience instead of waiting for
them to come to us.
We segment our audiences and we create
a unique customized landing page and
send it to their digital doorstep.
But that is what we can do now.
And and a great example of that,
a DP,
the amazing work at creating
these targeted landing pages,
they've got segmented target audiences.
Where they're going to create
one page for those target
audiences. Those pages might
have 3456 pieces of content,
a couple of CTA's.
What are they trying to do?
They're trying to drive enrollment.
They have a big enroll now button literally
pasted onto the top of that experience.
There might be a video at top.
There may be an invitation
to attend another experience.
Come to our webinar.
Come to our big events.
These are amazing ways to up
level your A/B M programs.
Or to just help with your targeting,
great DG teams are segmenting their
audiences out and creating unique
experiences for those audiences.
What a DP does is let me show you
what one of these experiences
looks like so you know they've,
by the way they call it podcast.
It's not it's they have a custom
target page they would send out to
a segmented audience group in there.
What they actually did just
to to to to talk about like.
Creating on demand webinars.
They created these little like 5 minute.
I talked about that earlier
like 5 minute webinar snippets.
Some of them were five,
some of them were two,
some of them were 10 minutes where
it's just this little snippet
where you got a little webinar
and a couple of CT A's and there
was a whole bunch of them.
So whatever your area of interest was,
you could come in and binge on it and
they build a ton of these targeted pages,
which is amazing.
A cat is staring at me through the
window looking at me and meowing.
What am I supposed to do right now?
So cute.
Anyway,
this message brought to you
by Well of my Cat.
But what?
A DP will then create these
pages in different languages
for different audience segments,
send them out,
and suddenly they're activating people
in their database that maybe weren't active.
They're getting people into content,
and from there those people
are binging on more content.
And maybe they go from there
into an on demand webinar.
That on demand webinar leads
to a different content portal.
And on and on and on.
So you can you,
you can be really strategic about
not only waiting for people
to come to these portals,
you can create these customized
landing pages and go to them.
One of the last areas that I want
to talk about and I'll try to get
a couple more minutes for questions
because you guys are amazing and
and I see some great questions coming in.
Virtual events, I talked about webinars,
but any kind of event,
not just the giant virtual conference,
but even a small.
You know,
if you're doing a seminar series
that maybe you're doing in in
hotel ballrooms across the,
you know, a few cities,
I've been doing a few of those.
You can leverage that content and you know,
especially for the larger conferences
and turn it into streams of new content.
Let me,
let me give you an example.
So for one thing,
any virtual event you create by the way,
needs to be we need to go to
on demand just like a webinar.
So if you're delivering a big hybrid event,
whether it's whether it's a live event
or whether it is a stimuli event,
that event immediately becomes an
always on on demand archive event.
You should make sure that all of your
events are always open and available.
Don't just think of them as live experiences,
but if you are delivering a live
experience after that event is over,
you've got all this amazing content
that you can then repurpose.
Whether it is one webinar for 1/2
day event with like 3 or 4 different
speakers and some videos and stuff
integrated in or a large conference
with breakout sessions and keynotes,
why not think about all the different ways
that you can repurpose that first From
a live experience it's always on right?
Do you move it into an on demand phase?
You could leave it open for weeks,
you could leave it open for months.
Our big event on 24X is I think
we leave it open all year long
until the next one happens.
You can repurpose it for different
geos or different languages you know
and you can relaunch the event for,
you know, live or simulive,
run it again for different
geos and make it easy.
But here's where the fun comes in.
You can also repurpose and reuse the
content in a lot of critical ways.
So let's just say you this is a
healthcare event and you have this,
you know it's aimed at a larger,
you know, HCP audience.
And you're talking about a lot of
different topics within healthcare.
Well,
now maybe you maybe you had a
breakout track on pharma or maybe
you just had four or five really
great pharmaceutical presentations.
Well,
why not package that content up and
deliver it specifically for those
people in your pharma segment?
So you're taking that on demand
content and you're saying okay
now I'm going to create a sub
experience from my larger experience.
Package it up.
Maybe send it out as an on demand
outbound experience.
Or maybe just,
you know,
create a second experience that you're
inviting people to and it you know,
you can do it by target,
you can do it by segment,
you can do it by persona,
lots of different ways.
You can create that individual sessions
can now become standalone webinars that
you could rerun as live stimuli events.
Or maybe you just have them as a
part of your on demand strategy.
You're putting them in different hubs,
You're using them in different ways,
lots of emojis.
You guys are clearly loving this part.
This is my favorite part.
Maybe you've got a top 20 or 50ABM list.
Let's say you've got 20 critical
accounts you're trying to penetrate
and you've got three or four
presentations from your big event
that you want to repurpose
and send to 1 customer.
You've got maybe 30 people in your database.
And so you're trying to talk to
Brigham and Women's Hospital.
Here are three things that happened
in our big event that we think we'd
love to see and here's a couple of
CTA's and you send it out to everybody
to bring them and Women's Hospital.
But if you're trying to actually
reach out to Abbott,
the pharmaceutical company will hear
three different presentations or
maybe it's the same presentations
and now we're creating these
outbound on demand experiences
from this derivative of content,
you know industry or use case or company,
it doesn't matter.
The idea is that we're turning.
One larger event into streams of
different personalized content
where we're reusing this content
and all of it is on demand.
You know, experience.
And this is how we easily build
on the channel approaches
without creating new things,
run that experience anyway.
And that's why I'm saying by the way,
for those of you who just do the
physical events like capture the,
capture that stuff, make it hybrid,
but if because if you have that
content you can put it to work.
All right.
In summary, a couple things I want to say.
You know, we're talking about
creating on demand journeys.
It's not just putting on
demand content out there.
Every on demand experience needs
to lead to another experience,
leads to need to another experience.
And that is we're letting people self
educate and we're letting them self
select to the content that they want,
that they need most, right.
We're not in charge of their journey.
They are.
So by having all of this
content in different places,
whether it's live or moving into On Demand.
This is how we're going to
get people to advise decision.
This is how we're going to
generate pipeline and revenue,
you know,
so a couple things we reviewed here.
Make sure that all live events
immediately have a life on demand
that you're continuing to promote,
that you're continuing to use and
nurture creating derivative content.
All content is always on,
it's not just the ones in the moment.
Make every bit of your content easy to find,
make it curated, make it personalized,
create inbound experiences,
create outbound experiences.
So that you can meet your target
audiences where they are and that
you're optimizing to get them to you.
Every experience becomes the journey.
All right.
We covered a lot of stuff here at
let's let's I got a few moments
for some questions.
I got a number of you asking
me about chat GB T way too
complicated to deal with it but
happy to talk offline about that.
Hit me up in LinkedIn and we can
continue that that conversation.
You know, Sony says,
how can I leverage these ideas?
well-being an office of one,
I think that these ideas are literally
made for those smaller marketing teams
that are trying to do more with less.
Because if you are running a few
webinars or if you're creating
content to build the portal is easy.
To build the hub,
to build 3 hubs, to build 4.
You can templatize these things and
just change it in and out the content.
It's actually makes it easier to do.
I think it's the it's your best tool.
Let's see.
So many catchy PT questions.
Thank you, Kendall.
We can be best friends. Absolutely.
We're all best friends here.
I love all you guys curious.
This is from Kali.
Curious if you ever see organizations using
on demand content without registration forms.
Our leaders are pushing us to do more on
demand creation versus demand generation.
So they requested.
That we gate less.
There's more to the question.
But I'm going to quickly say yes,
you don't need to necessarily gate.
Let people in.
Maybe you have a layer of ungated content.
What I like here's the strategy.
I like gate wants view all.
All you need is their information one time.
So if you set your hugs up so that the
first time they interact with the hub,
you gate them.
Don't gate for a ton,
don't give them a giant form,
get their name and their e-mail address,
maybe that's enough.
Or their industry and then you know
and then you can begin to learn more
about them and and then like the
more the engagement's going to tell
you more about them than the form.
So yes, I actually love that idea.
I think it is a good one but see
sorry sorry says can you host an
on demand content on public sites.
I don't like YouTube I don't
know I I I think.
I mean,
certainly you could take a live webinar
and you could take the video from
that webinar and put it on YouTube.
But you know what happens?
You lose all the interactivity.
You lose all the CT A's,
you lose all the content,
download the sign up for a free trial,
you know, sign up for a meeting.
It suddenly becomes a passive experience.
So I don't love that idea at all.
That's why you want everything
to stay dynamic.
It's so important.
Let's see. Do you never thought of changing
up the content in the on demand experience?
Yeah, right. Like I like everybody thinks,
well, this was the webinar live,
so I'm going to deliver it
on demand in the same way.
And whatever was in there stays in there.
No, you can keep updating the CTA's
in that experience, which is great.
Great marketing.
I really love that.
Let's see, we can squeeze one more in here.
Is the on demand interactivity
only available here,
The ways we can still interactive views,
different programs,
well there's there's somebody's a
couple of questions about technologies,
there's a lot of different
technologies that do all this stuff.
I don't pitch ON24 on these,
but I will say that we are a a single
unified platform for all these
different types of experiences.
You don't have to have 20
different technologies.
So you can have the webinars
live on demand content hubs,
outbound landing pages, whatever.
Almost pitching.
I think I've done it in 10 years.
I in thought leadership experiences.
I just don't like pitching.
I just don't think it's the time.
But yeah, if you're interested
to learn how we do this,
do check out all the resources on the bottom.
And I think that's a good
way to end today's webinar.
Please make sure you're signing
up for next month's webinar.
I'm going to be talking all
about how to drive registration.
I know you guys want to check that one out.
It's going to be huge.
Don't forget all the resources.
Check out the new report we've
got in the resources widget.
And just on behalf of ON24,
you guys have been so awesome.
I want to thank you all for joining us today.
We'll see you next month.
Thanks, everybody.