Everyone welcome to the speak marketing podcast. I'll Mark Bornstein and I'm Mark Selene, the speak marketing podcast is a program. Exclusively, for an 24 sales and CS reps where we discussed how to speak marketing with your prospects. And customers. Last week I was in a conversation with Iprospect. They were beta be marketers. In a services company. I think we had their director of digital marketing. And a marketing manager, who's likely that person would be running most of their webinars. It was a good call. And there was interest in on 24 target and engagement hub, but they said that they really only had plans for 6 or 8 webinars. In 2020 and they really had been doing mostly cosponsored webinars with partners rather than executing their own. And on this part of it, they were talking to us about maybe buying a 10 pack. I'm pretty sure this is something that maybe you've ever heard from your prospects. So today, let's discuss this challenge and how we get our customers to think bigger about their web in our program. Yeah, it's something I hear again and again and again. I can't get somebody out of thinking about attending that contract. If ever there is a moment to speak marketing. This Is It. I think that the decision to do more or less. Webinars is rarely platform based decision making it's these are marketing choices and I think that the most important. Issue here is how they are using their webinars and I think we all know that most people are using webinars simply as a regeneration tool Top of funnel thing there. Obviously, a lot of exceptions to that rule it. We need to get our prospects in our customers thinking about delivering. Webinars through the buying cycle an you need to talk to them about the rest of the buyers journey. What are you doing at mid funnel or you know what? Are you doing? For your customer testimonials everybody's got a big library full of. You know case studies in could you transform those by turning him into webinars would about the bottom of the funnel? A lot of folks have great product videos that they've recorded but those are just sitting on their websites are not getting in anyone's hands and you can't do anything with that product video other than watch it. You know, or maybe they've got on line tutorials, so Mark I think The thing is to get people to. To think about different use cases marketing uses for webinars and once you do that, then it's easy to get back to why our platform matters right. And there's so many capabilities in our platform. I think that that make this you know, effective for customers so. If we're if we're going to bring our customers. You know into bring case studies to life for example, well. We can leverage webcam capability presenters can present from anywhere, and we get to bottom of funnel as you say we might have these existing product videos. We might want to pivot into screen share so the platform has the flexibility. If we can get the customers thinking more about how different webinars look at different stages of their buyers. I love how like bottom of the funnel web and are some companies really bringing them to life with. All this cool stuff integrated videos and screen share and it's great. I love it. Polycom product demo is with them. Sort of demonstrating their video conference gear as video equipment connected to the web. Absolutely. OK, so the next thing that I've heard is an objection here is well. You know, we're maxing out our database. We can't do anymore emails, we can't do more webinars. 'cause we promote them primarily through emails, yeah well. I'll talk about a marketing conversation. Uh yeah, I think that this demand. Gen people in general are always freaking out about the sort of. Limited number of drops there's marketing speak for you, that they can do, we have this problem here it on 24? And I think the key is if you really want to be advisory. If you really want to be consultative to your prospects and customers. Is show them how many of our customers today? Are segmenting their database? They're not just doing one web and R for a large audience every month. They're breaking down maybe their key industries and maybe they're creating webinars for all of maybe they've got 6 core industries are going after maybe they've got some. Specific use cases they're going after and you can create webinars just for those industries just for those use cases they may be live events. They may be straight to on-demand events and by the way that mark probably also gets you too. You know engagement hubs to world suddenly really Library of content. But there's also a third area. I think that probably hold people back from buying larger contracts and from doing more webinars. And it's another common refrain and that is. We simply don't have the content to do more webinars and that kind of drives me crazy because what I like to tell people is. You don't everybody thinks of a web and R as a power point presentation and so when people say to you. They don't have content what they really mean? Is they only have a number of working PowerPoint deck that they can deliver in? I think that a great piece of advice. That you can really help your marketing prospects and customers with is helping them understand the power of building out great programming and that's based on? Conversational marketing great webinars today often have no slides. There are no presentations. It's just interesting people, having conversations about things that matter to their audiences. And then back to the product. Mark then you can very easily talk about all the cool things you can do on our platform to enable. Great conversational marketing and there's so many good examples in you know in the workshop content that we're delivering Charles Schwab comes to mind if these guys are. You know two folks sitting on the couch having like a short form conversation. They're doing that with an inexpensive Camera. The LinkedIn you know conversational live with marketers session as well as a lot like that, so you know, I think some of our best in class customers were seeing. The results without approach, yeah, I think it's important to let folks know that they don't need content they don't need expensive and Fancy Studios. Great conversational marketing you could do it in audio you could do it with video you could do with webcams. But it is a great way to create a lot of great content. So, In conclusion, I think that if you want to get beyond the 10 pack. Here's my basic advice. You know before you go on a meeting check out the website of your prospect or your customer look at what they're doing, not just to generate leads but. Across the final today have a library of case study you know written case studies do they have some testimonial videos what? What are they doing at the bottom of the funnel do they have on their product pages? Is it just online tutorials or do they have some videos that they made or they just relying on data sheets? Show the maybe screencap these things and put him on a PowerPoint slide presentation and say see all these things you're doing. These could all be turned into really great marketing webinars and and how you can bring these things alive with webinars. Also show them examples of some of our customers who are using their web and our programs to do you know? Webinars for specific use cases or for specific verticals and then finally tell them that they don't need content to create. Lots and lots of webinars you simply need great conversations and Mark there's so much good. Research out there that shows that webinars are the highest rated human touchpoint, especially in B to B marketing. It's just simply a wasted opportunity if customers are only giving 6 or 7 webinars a year absolutely. OK, so now it's time for our widgets in the wild feature here. We're going to highlight one platform feature. And talk about what it means to marketers in marketing speak and today mark. I think we're going to be talking a little bit about the? Resources widget the resource list widget, which I think most commonly we see that it has the slide deck. Maybe a white paper, Hood maybe even a product data sheet right? What should our customers really be doing with that widget. Yeah, well. I think that it's very interesting because it is most people think of resources as written documents. And you can do so much more with the resources widget, you should be adding all kinds of content links to your website. Maybe even take him to a landing page where they can sign up for next webinar or some road show that you're doing or free trial. Like these resource links can even be part of your overall suite of call to actions that are in the weapon. Absolutely what about linking if you've got a YouTube page linking to a social site. Maybe you've got a LinkedIn group you want to get people to maybe we just published an article if you want to help people. Understand great marketing even in the resources which you can show them great marketing an here's marketing speak for you. People should be thinking about their resources, widget and frankly all the resources that they have scattered around their console. In terms of how can I integrate resources that are across the buyers journey or maybe across my product lines. So that by looking at the choices people make in those webinars and the resources they're downloading. I'm going to learn more about them. That's how you get insights as to who they are. Right because in our analytics. They're going to see what people clicked on where they went and that's going to. Really provide those those insights that tell him like what parts of the product line are they interested in. Where are they in their buyer journey and that's the most valuable data that you can generate today? Awesome well, Hey that's our episode for today. If you have any suggestions for future topics that you'd like Mark and I to talk about. Please send us an email give us a call or grab it in the Hall and let us know. Until then don't forget to speak market.
The Speak Marketing podcast is a program exclusively for ON24 Sales and
Customer Success teams, where we discuss how to speak marketing with your prospects and customers.