Discover how Dropbox used ON24 and Marketo to maximize webinar potential and increase their lead quality!

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.