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Lessons from the Digital Marketing Show #2: Conversations not Presentations

We are exhibiting at the Digital Marketing Show today and tomorrow (stand B66). I'm going to try and report here on some of the talks I've attended.

I have started creating webinars for Passle this Autumn so I was very interested to attend Mark Bornstein's talk 'The New Way to Webinar'.

It certainly was a good advert for his product (ON24), but there was value to the talk too. Some takeaways include:

  • marketing has a bigger role to play today, arguably bigger than sales, in engaging customers into entering the buying cycle.
  • Webinars have been rated the top technique for lead conversion (51%), and second top technique for brand awareness (47%, brand website tops it).
  • We should re-think the goals of webinars and make them engagement-driven, and interactive.
  • Do polls. Bornstein was very keen on polls during webinars, and I think I'm convinced! They make people re-engage if their attention wandered off, and let you find out more about them at the same time!
  • Think beyond single-presenter audio with powerpoint: use video, screen sharing, webcams, multiple presenters. Make it a truly multi-media experience.
  • Improve your data-gathering through increased engagement during the webinar.
  • Integrate it with social media, such as through encouraging live-tweeting during a webinar.
  • Webinars should not be standalones. Brand it consistently and make it as easy as possible for attendees to visit you back after it's finished, such as letting them make a sales appointment afterwards, etc.

Lots of food for thought then, though not every technique will be right for your target audience of course!

Webinars have become one of the most important tools that marketers have to generate leads and build pipeline. However, in a poll of over 1000 marketers, only 7% viewed their webinars as “great”. Most viewed their webinars as average or below average. In this session, Mark Bornstein, VP of Content Marketing at ON24 will present best practices for turning your webinars into interactive, engaging presentations that deliver high-quality leads. This presentation will highlight


dms2015, mark bornstein, webinars
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