Do you think webinars are a channel to drive audience engagement or data? With a seamless integration between ON24 and Marketo, you can leverage webinars to do both. In this webinar, we explained how to go beyond the registration form, understand buying intent through webinars and how to use that data to inform Marketo campaigns. You’ll learn: How to optimize webinars for audience insights Best practices for operationalizing webinar programs inside Marketo How to use webinar data to inform Marketo nurture campaigns and sales follow-up

1. H O W T O U S E O N 2 4 E N G A G E M E N T A N D
D A T A F O R M A R K E T O C A M P A I G N S
Operationalizing Webinars
SEPTEMBER 2019

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THIS WEBINAR
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Housekeeping

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Speakers
Marc Hansen
Director of Field
Marketing
Bryn Powell
Director of Demand
Generation

4. Agenda
TODAY’STOPICS
01
02
03
04
05
A framework for integrating webinars across campaigns
How Workfront runs full-funnel webinar campaigns
How to create ON24 webinar campaigns inside Marketo
What’s possible with the ON24-Marketo Integration
Q&A

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How ON24 Webinars Work
Customizable
webinar
background
HTML 5 audio-video player
Poll answers
Questions
asked
Social share
Resources downloaded
WebinarTopic
Survey answers

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IntegratingWebinars Across the Funnel
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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IntegratingON24 & Marketo
webinars
Automation Platform
• Reg data
• Attend Status
1
Behavioural data
Custom API
Scribe / Zapier etc…
2
Native Automation /CRM
3
Custom
Object
Behavioural Data2
@ ? £ QBio
CRM

8. WORKFRONTIN
ACTION

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The Modern Work Management Platform
• One place for orchestrating work across
enterprise teams
• Collaborative project, task, and resource
management
• Workflow automation
• Digital proofing
• Digital asset managment
• Codeless connectors and integrations

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Scale Requires Integration

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Webinar FunnelFramework
Aquisition Conversion Acceleration Adoption
Stage Suspect Prospect Opportunity Customer
Objective Generate net new leads
and build market
awareness.
Nurture mid-funnel
prospects through
pain/solution exploration.
Build product preference
and accelerate opps to
close.
Enable customer adoption,
cross- and up-sell.
Content Industry Trends, Analyst
Reports, Best Practices
Deep Dive Tips, Customer
Case Studies, Vertical
Content
Product Demos and
Integrations
Product releases and
trainings
Presenters Executives, Influencers,
Analysts
Internal SMEs, Customers,
Partners
Pre-Sales CX and Product
Management
Format Live Simu-live, on-demand Simu-live Live, simu-live, on-demand
Frequency 2-3x per quarter 2-3x per quarter Weekly Bi-weekly
Key Metrics 700 – 1,000 registrants
60%+ net new
200-300 registrants 50-100 registrants 200-300 registrants

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AquistionWebinars
High-production thought leadership content
• Designed for awareness and database building
• Executive, influencer and analyst presenters
• Flagship content pieces
• Custom illustrations and console
• Paid and organic promotional channels
• Live polls

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Acquisition Webinars
Multi-channel Promotions
• Cross-link within a campaign hub,
homepage, resource center, etc.
• Promote within previous webinars
• Use teaser and pre-roll campaign videos
• Leverage paid and organic social
• Paid, in-house, and sales enablement
emails
• Publish a post-webinar blog recap

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D r i v e e n g a g e m e n t w i t h a d d i t i o n a l c a m p a i g n C T A s
Acquisition Webinars

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Conversion Webinars
Case Studies & Industry Deep Dives
• Designed for mid-funnel nurturing
• Champion customers, partners, and
internal SME presenters
• Automated content within nurture streams
• Simu-live and on-demand

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Acceleration Webinars
Product Demos & Integrations
• Accelerate opportunities to close
• Pre-sales presenters
• Deliver value in 30 minutes or less
• Screen share content
• Qualifying surveys
• Automated invites via lead stages
• Silmu-live, looped weekly

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Adoption Webinars
Product Releases & Training
• Designed to increase adoption, build
loyalty, announce products, cross/upsell
• CX and product management presenters
• Repurposed sessions from annual user
conference
• Automated content within customer
nurture streams
• On-demand, simu-live, or live

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Webinar Program Results
REDUCEDCPL BY
46%
68%
INCREASE INTOTAL
RESPONSES
52%
INCREASEIN QSOINFLUENCE

19. CreatingWebinar
CampaignsinMarketo

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Webinar Programs

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Building theProgram

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Event Set-Up

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Confirmation& FollowUp
Marketo Tokens
with event details
Add to Calendar for
increased
conversion
Marketo Token with
event name
Links to resources
from webcast
console
Reg pages for
upcoming webinars
Marketo Token with
ON24 Event Link

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Operational Tips

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Third-Party Promotions

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Webinar Reporting

27. What’sPossible

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Warm Up Sales Conversations
1: Survey audience in live webinar
ON24 Webcast
Intelligence
2: Capture and analyze responses3: Integrate into Marketo Lead Score4: Help sales start a conversation

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Marketo CampaignFlow

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Marketo CampaignFlow

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Engagement-DrivenWorkflows

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Prospect Data:Embedded

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A P R O S P E C T ’ S E N T I R E I N T E R A C T I O N W I T H Y O U R W E B I N A R P R O G R A M . T H E
S N A P S H O T Q U I C K L Y P R O V I D E S T H E A M M O F O R M E A N I N G F U L C O N V E R S A T I O N
O N C A L L S
Prospect DataWhere Sales Needs It

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What’s Next?
1. Leveraging ON24 engagement score into lead scoring model
2. Personalizing webinars - for ABM or Industry campaigns
3. Building additional sales triggers within webinar engagement, via
Marketo alerts
4. Creating email nurture streams based on engagement within
webinars

35. QUESTIONS?