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. 

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Break Through The B2B Noise
SPONSORED BY:

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Demand Gen Report: @DG_Report
Brian Anderson: @BranderSays
ON24: @ON24
Matt Heinz: @HeinzMarketing

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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. © 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. © 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. © 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. © 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. © 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

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CONTENT STRATEGY SEGMENTS
70.9%
Target personas
59.5%
Vertical industries
54.1%
Sales stages

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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. © 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. © 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. © 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. © 2019 ON24, Inc. | Confidential | 17
SO WHAT IS WORKING?

18. © 2019 ON24, Inc. | Confidential | 18
ATTRIBUTES THAT
DRIVE ENGAGEMENT
• Personalization
• Interaction
• Curiosity
• People vs. buildings
• Precision
• Brevity

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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. © 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. © 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. © 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. © 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

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LIVE EXPERIENCES FOR ACQUISITION
INSIGHTS
Poll for interests
TRIGGER
Daily DemoAcquisition
STAGE
Live webinar
EXPERIENCE
Thought leadership
panel discussion
CONTENT

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. © 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.

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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. © 2019 ON24, Inc. | Confidential | 28
TRIGGERS TO SIGNAL READINESS
ENGAGEMENT:
HIGH
TIME SPENT:
266.2 MIN
INTERESTS:
FUND RETURNS

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. © 2019 ON24, Inc. | Confidential
EXPERIENCES FROM CLOSE TO
CUSTOMER INSIGHTS
Adoption
TRIGGER
Customer
Success
Close
STAGE
OD webinar
EXPERIENCE
Customer
onboarding
CONTENT

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. THANK YOU

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

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