Marketing 101: Bring your Marketing Webinars into the 21st Century
1. In your webinars, define your offering based on the customer needs they meet, not by features and functions. All too often we see webinar presenters drilling into the details of this feature or that...
View Article5 Trends in Virtual Event Marketing
According to recent data from Forrester, virtual events are a top vehicle for reaching decision-makers. More than ever, companies are increasingly “going virtual” to improve marketing ROI. Here are the...
View Article7 steps to successfully rolling out a digital marketing strategy — part 1 of 2
Consumers, by default, are quickest to queue up outside their favourite store and switch to the latest in digital technology in the time it takes to say “smartphone.” There is an app for almost...
View Article7 steps to successfully rolling out a digital marketing strategy — part 2 of 2
Continuing my earlier post about investing in a digital marketing strategy, here are some tips on recommended next steps: 1. Become the expert. If you have the vision, you need to be sure you know...
View ArticleThe growing need to quantify marketing results
The ongoing priority for today’s marketing leaders is to align budgets with ROI. While it has become easier to measure marketing performance, it’s also getting harder to get budget for initiatives that...
View ArticleMobile Webcasting and Marketing Strategies
In taking a close look at how webcast attendees behave when on desktop computers vs. mobile devices, one thing becomes quickly apparent – there are differences in behavior. One example: our customer...
View ArticleWithin the last year, the cloud-based marketing space has grown hot, hot, hot!
ExactTarget was bought by Salesforce earlier this year for $2.5 billion. Eloqua was acquired by Oracle for $0.9 billion. Marketo had an IPO this year. Last week, Oracle bought Compendium (the same...
View ArticleHow the Internet Killed ‘Global Marketing’
The term “global marketing” has become outdated. Companies may be global and have marketing departments hoping to reach audiences in various regions and of diverse demographics, but there is no longer...
View ArticleExperiment, Test and Learn – the Idea of a Digital Lab
Earlier this year I attended the Digital Summit arranged by the UK’s Chartered Institute of Marketing (CIM) at Bloomberg’s London Auditorium. Being a CIM member myself, I was interested to find out...
View ArticleDoes Mobile Marketing Work?
How truly effective is mobile marketing? Simply put, it is hard to gauge the effectiveness of mobile marketing efforts. Does that mean mobile marketing is destined to be contained to quick calls to...
View Article9 Truths about Profitable Lead Flow
Sometimes blog posts stating the obvious about common issues are the most useful – they allow us to compare against the status quo and help us understand whether or not we’re on the right track. I...
View ArticleDreaming about Dreamforce: the lessons learned
Every year at ON24 we get a ringside seat to the Dreamforce conference, quite literally, as our offices are across the street from Moscone Center, where the event is held. This year, the theme of the...
View ArticleIf you fail to plan, you plan to fail
It’s the end of the year (again!), and for many this can only mean one thing… planning for next year. The prospect of being in a perpetual circular motion of never-ending Excel sheets and strategy...
View ArticleON24’s Marketing Predictions for 2014
As we enter the new year, the ON24 marketing team has been thinking a lot about “what’s next” – not only to help our clients stay ahead of the curve but also to figure out how to plan and execute our...
View ArticleIt’s not just about the metrics
There must be room for intuition in marketing. Metrics have become the norm for guiding how today’s marketer makes informed decisions about where to devote marketing dollars. But too often, if we...
View ArticleFive New Year’s Resolutions for Your Webinars
Everybody makes New Year’s resolutions, and they’re often around self-improvement. Every year it seems that we resolve to get more physically fit and save more money, right? And the list goes on! As we...
View ArticleLeads, the long and the short of it
Marketers must balance “snackable” content with long, multi-touch campaigns. With social media and mobile’s growth, many marketers are feeling pressured to adopt online campaigns that have extremely...
View ArticleThe Evolution of C-Suite Communications
Communication and collaboration among C-suite executives will become even more important to business success this year as the walls between certain roles begin to come down. CMOs are experiencing the...
View ArticleThe Data Deluge: Blessing Or Curse For Content Marketers?
Now more than ever, it is essential that content marketers be precise and targeted with the content they develop in order for it to hit the mark and achieve the desired effect. With the growth of...
View ArticleThe best way to conduct B2B marketing: backwards
Last week I was able to attend the Forrester Research Forum for Marketing Leaders. The analysts have proclaimed this the age of the customer, and it’s hard to argue with that. In fact, marketers were...
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