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luigibowser5687-blog · 8 years ago

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Pros And Cons Of Soda Blasting And Sand Blasting.

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martechadvisor-blog · 8 years ago

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How Webinars can Become a Crucial Tool in your Strategy – by Joe Hyland, CMO ON24

Joe Hyland, CMO of ON24 holds an interesting conversation on how webinars fit into content marketing today. According to him, webinars are a form of data play and an engaging way to disseminate information to increase retention and boost customer experience. Joe’s a proud father to Zealand, his 95-lb Labradoodle and was a collegiate D1 distance runner and still feels that he does his best thinking on a run

Ginger Conlon:

Hello and welcome to MarTech Advisor’s Executive Interview Series. I'm Ginger Conlon, a Contributing Editor to MarTech Advisor and joining us today is Joe Hyland who is CMO of ON24. Welcome Joe!

Joe Hyland:

Ginger, it’s great to be here.

Q- Ginger Conlon:

So glad you’re here with us today. We are going to talk about opportunities with webinars as part of your content marketing and also related trends, so, excited about that, it's such a great topic. But, before we jump in, let's just briefly introduce ON24, tell us a little bit about ON24 and what makes it unique.

A- Joe Hyland:

So, ON24 has been around for just about 20 years. We invented webcasting, so, we were really the first webcasting or webinar provider and back then we had a couple of 100 customers and it was a full-service experience. So, we would do everything from soup to nuts for an online event, an online seminar, hence the name webinar. Over the last four or five years we've scaled that and made it a SAAS platform so marketers can run their own events and they don't have to call us up to help schedule them. So, now we run over 100,000 events a year, we have about 2000 customers and really helping marketers scale their digital marketing.

Q- Ginger Conlon:

Excellent. So, let's talk about that and how webinars fit into content marketing today. So, if you think about webinars popularity, you really see it, especially in the B2B side, using webinars is part of their content marketing mix. Where, in terms of B2B, do you see marketers using it in the funnel, where in the funnel are you seeing it most?

A- Joe Hyland:

I think that's a really good question because I started off answering about ON24 going back 20 years and I think, historically, many marketers think too much in terms of a funnel, which is fair, I have slides that talk about moving people through the funnel, but it's not like when someone's buying they think what stage in the funnel am I in, webinars have historically been at the top of the funnel. If I want to get someone engaged, see if they’re interested at all and then from there I’ll use different tactics. So, what we're seeing from our customers and our own marketing as well is marketers using webinars across the spectrum for all their marketing.

So, absolutely, they are a thought leadership series which I think we would perhaps categorize as top of the funnel, many B2B companies are using that, we also have B2B companies showcasing their product, SAP is a good example, they have a webinar series with SAP HANA, their ultrafast online computing, that they've driven over a billion dollars in pipeline with but they're highlighting the product, so, it's more bottom of the funnel versus just broad education. Then we have B2C customers like Match.com who give relationship advice over webinars. So,

I look at a webinar as a tactic that you can use anywhere in your marketing mix, but it really has to do with how you want to engage folks versus a one size fits all approach

Q- Ginger Conlon:

Right. So, marketers tend to use webinars for that, hey, here's who we are and here is some advice related to that thought leadership aspect. What's an opportunity for using webinars that maybe marketers are overlooking but could have the potential for a significant positive impact?

A- Joe Hyland:

I think that's a great point. There are literally running through dozens of examples in my head, there's a lot of different ways. So, if you think demand gen marketing and historically top of the funnel, that's changed, as I just talked about, but we're even seeing companies use it as a way to engage with existing customers. So, we ourselves do four customer spotlights every month, it's not about getting new business, for us this is creating a community of customers and having them share their experiences, so, it's an engaging way to disseminate information. So, what used to be a one-way dissemination of an email or a white paper or a static webinar, we're now asking companies to think differently about that.

How about a customer advisory board, that's expensive, and I’ve gone through this where you fly in 10 or 15 customers to one city, have a two-day event, it costs 50 or 100,000 dollars, nothing wrong with that if it’s strategic and it makes sense but we have a lot of our customers who are getting product ideas through webcasts. So, they're putting out their product release and then they're saying, what do you want? So, you have polls, Q&A, and they're gathering feedback from their customers, rather than just getting 10 or 15 opinions, some of our customers are getting thousands of opinions and then that dictates what they put back in the product. So, again,

I think of the medium as a way to disseminate information but have it be bi-directional and that's a different way of viewing webcasting and webinars from say 5 or 10 years ago

Ginger Conlon:

Right. So, part of that could be, like you were just talking about polls, I know one piece of advice that you tend to give is to make those webcasts as interactive as possible and use polls and take advantage of that two way conversation ability that they have now.

Joe Hyland:

Yeah, absolutely right. I think the days of throwing up a static video, a static presentation and talking at people, if a marketer is expecting to get good results with that, I don't really know what to say to them, it obviously won't work and if you're doing that it is not working. This is a way to engage with folks. Again, I said we were at 100,000 events a year, so, we have a lot of data going across our network and the data is pretty surprising, I think it's a little counterintuitive. So, last year the average attendee stayed on for 52 minutes, let that sink in, and when you think about snackable content or click bait, that's counterintuitive to people spending basically an hour in an event, but, why do they spend an hour? It's about the content and how you engage with them.

So, if it's just a static presentation, good luck, people are going to leave quickly, but, if you make it bi-directional, you allow your audience to participate, our belief is that people multitask, like it or not. So, let them multitask with information you want them to consume. So, say you're doing a webinar on product launch, putting information on pricing or how they buy the product or related pieces of content and then track all of that. So,

I think webinars or any online event have moved from a way to just share information to a way to engage with folks and then measure the heck out of it because at the end of the day it's actually a data play, it's not just a way to present

Ginger Conlon:

Yeah, that's such a great point. I think that some marketers probably don't realize the value of the data that they can collect through webcasting, that's such a great point.

Joe Hyland:

Yeah, we have customers who are moving away from traditional surveys and doing them during a big event. So, you want to get a large enough sample size, ask the same question or the same series of questions over the course of a given month or a quarter, depends on audience size, you get thousands of data points and again, you're engaging with someone in the moment versus sending over a static survey or if you want to have a more sophisticated nurture path, so, in my last company, depending upon which ERP system our customers or prospects were running, we had a completely different offer. So, if they were running SAP versus Oracle at work we had a different offering.

So, in every webinar or webcast we would put in a poll, that felt very natural versus putting it in a registration form and say, hey, curious about market trends, who's using what technology, so, they would have choices, we would then capture that data, feed it back into, we ran off of Marketo and SalesForce but you could do it off of any CRM or marketing automation system, get it back in and then we categorized the companies accordingly and had completely different nurture paths.

Q- Ginger Conlon:

Awesome. So, let's talk a little bit about getting attendees, pulling them in in the first place because there are so many webcast choices, webinar choices out there. What's your advice for creating webinars that really stand out among those offered?

A- Joe Hyland:

I think it's great marketing. So, I get a lot of questions on specific tactics, even our own sales reps will say, what is the one subject line that's going to make you open your email and I say, you're looking at this the wrong way. Think about my, if you're marketing to me, my critical business issues, literally what keeps me up at night, what am I screwed on if I don't fix or address and there are certainly many things, but, distill it. So, just like I would answer what's a great email subject line, I’d say the same thing on presenting on a webcast or a physical event strategy.

You need to strike at the core of what your audience most needs and provide content that is real

So, most of our best webinars or most engaging webinars, we measure everything, we have a proprietary algorithm to measure activity engagement during the event and we go back and then correlate topics and content to see what produced the best results, and it comes down to having real content and thought leaders. People want to hear from experts. So, if you give a webinar and you present your pitch deck, good luck, you're not going to have great results, but, if you're in financial services, I'm presenting at an event next week in Boston to financial services CMOs, and let's say your audience is financial advisors or wealth managers, if you have an expert present who's going to add value, will people stay on for an hour? Heck yeah they will. But if you present click bait, if your subject isn't real, if it doesn't allow people to have engagement or interactivity during the event, you might put on a 30 or 45 minute webinar but you’ll see people turning off 5 or 10 minutes in.

Q- Ginger Conlon:

Yeah, that's so true. So, that's one challenge, what’s another challenge that you see that's a little bit too common and some advice that you could provide to help overcome it?

A- Joe Hyland:

Again, I would say this for any tactic, but, in this case, thinking of a webinar as a one size fits all tool or solution or tactic. So, I’ll only run something at top of the funnel or I do a monthly webinar series and that's it. So, that's the first, is, be creative. Most people think I need to run webinars in a certain format, like I need 25 slides or 30 slides, it needs to be X amount of minutes. Get creative, you don't need slides at all, just get Q&A from your audience. Something changes in your market, you send out an event for two days later, you don’t need to have two or three weeks to promote an event.

Something happens over a weekend or on a Monday and you say, we're going to have a town hall with industry experts, XYZ industry, and it's two days from now, no slides, send in your questions in advance or we’ll take them live. Think out of the box, so, that's the first thing. Then the second thing is harness the data. I can't tell you how many marketers I talk to, everyone talks about being a data driven marketer and I think most people can't spell it, they just don't know what to do, so much data.

So,

simplify things, make sure, again, it depends on your use case, but, if you're running an event to generate interest or demand and you’re trying to send things to your sales team or that's the goal, find one or two pieces of information that you want to send along with the attendee information and capture that

That way the sales force can extend a conversation versus saying, hi Ginger, I saw you attended an event, because I wouldn’t like to be marketed to that way, no one would.

Q- Ginger Conlon:

Right. So, what are two or three of the most common questions that you get about either running a webinar or promoting a webinar and what are the answers?

A- Joe Hyland:

Again, I'll go back to being creative. So,

first one and probably the most significant area for improvement for most marketers is recreating or reusing great content

So, I was just at Fitbit, a customer of ours, and we had a creative session, I was meeting with their Head of Marketing and their Demand Gen Leader, and we were talking about how they're going to promote things going forward and I said, what's your biggest challenge? They said, it's generating interest in our products. Well, that's most companies and my next question was, how about content? Do you have a dearth of content or are you in a good position with your content? And their answer fits my answer and fits most marketers answer which is, we have more content than we know what to do with and we kind of have a hard time finding a needle in the haystack, using our best pieces over and over.

So, ultimately where most marketers struggle, my opinion, is, we run a great event or you have a great white paper or you have a great campaign and it feels like drive by marketing, like it's one and done and you don't know how to leverage that again. So,

having a sophisticated on-demand strategy specific to webinars really helps marketers get better results

So, say you run an event, it was one of your best events of the year, great, why not go back into your database, segment it out, anyone who did not attend, promote that event again, have that available on your website for on demand consumption.

We ran an event a few months ago, it was quite successful as a live event and we changed our on-demand strategy and promoted it aggressively and in the two months following we have had a 400% increase in consumption and attendees. So, use your best content over and over and you can with marketing automation pretty easily segment out those people who have already consumed it.

Ginger Conlon:

Right. I think especially there is some content or some topics that are really evergreen. So, if you've already done the production, just have –

Joe Hyland:

Yeah, I think most heads of demand gen will say it drives content marketers crazy, I need five pieces of great content or I need seven pieces of great content and I think most content marketing is set up to create a 100, they want to create a sea of content, that's fine, that works for inbound, I think for a targeted outbound strategy you need to be a little more focused.

Q- Ginger Conlon:

Yeah. So, let's talk about customer experience a little bit because it's such a hot topic and I feel when you deliver a really thoughtful webinar it can improve that customer experience or even so for a prospective customer. So, what advice do you have in terms of making sure that your webcasts or webinars are enhancing the customer experience?

A- Joe Hyland:

I think this is a really important point. Again, I think the one takeaway for marketers is avoid drive by marketing.

You should have a holistic, end to end marketing strategy versus a whole bunch of tactics and it's really easy to slide down that slippery slope of doing tactics

For example, your webinar or any piece of content that you create and disseminate should be on brand and so many people will put up a console or will have a webinar that is a departure from their brand. You would never have a landing page or a page on your website that wasn't consistent with your brand and your visual look and feel or you wouldn’t just put out a whitepaper or a brochure that's completely off brand and uses a template from five years ago.

But, why is it that a lot of marketers will have an online event and they'll have a departure from their brand and again, oftentimes webinars are great top of the funnel tactic, not always, so, if this is the first experience someone is having with you, it sure as heck better be on brand. So, that's my first point,

it should look and feel like who you are and should be a visual representation of your brand

The second area is, I’ll also put customer service in the same category, scaling is what keeps us up at night. If you're marketing and selling to and supporting 50 customers or a TAM of 50 companies, perhaps it's different, but I know almost no industry that that's the case. So, for me, when I get pressed by our board or I think of where we're heading to next, I think how can I scale and I think customer service departments or customer success departments are now thinking the same way.

So, LinkedIn is a customer of ours, they run almost all of their customer service events or customer support events or customer success events on webinars because they scale. When you're supporting thousands or in some cases with large companies hundreds of thousands of customers, while you’ll love to have the one on one interaction, it doesn't necessarily scale from a cost perspective. So, thinking differently about how you scale but keep a one to one feeling or an engaging experience, that's paramount.

Q- Ginger Conlon:

Right. So, let's wrap up with a look forward. What's coming up that you're excited about in two areas, one, any trend or tool that's on your radar and two, any new features or upgrades within ON24 that we should keep an eye out on?

A- Joe Hyland:

Yeah, I'll have a theme here, it's about scaling. So, what I love has nothing to do with webinars, the webinars get into this, I love ways for marketers to engage and do it at scale. Again, I feel like the days of the one on one, in person interactions, well, while I love them, I think they're behind many marketers. So, if you look at digital transformation, how do you not have a massive departure from engagement as you scale and I think most marketers feel like they're failing here.

So, we flipped a switch on scale, it’s called marketing automation and with a click of a button you can reach millions of people. But have you lost something along the way? So, I'm a big fan of all things account based marketing, personalizing as much of an experience as possible and scaling it. So, those are the types of technologies that interest me and we're taking our product even further in that direction. So,

giving marketers the ability to have an engaging experience but do it with thousands of people and capture data on the back end so you can make smarter decisions

Ginger Conlon:

Excellent. Joe, thanks so much for all the great advice today, what a terrific discussion, I appreciate you being here.

Joe Hyland:

Thanks Ginger, I love talking about this, so, any time.

Ginger Conlon:

I want to thank everyone who joined us on the video and say, Joe and I also had a great conversation about the skills it takes to succeed in marketing today, so, be sure to check out that video as well and be sure to visit MarTech Advisor’s channel on YouTube for other executive interviews and thanks again for being here.

Joe Hyland:

Thanks Ginger.

This article was first appeared on MarTech Advisor

#martech #marketing #technology #business #cmo

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callsigndreadfrost · 2 years ago

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Aawwww <3 you're too sweet!

I forgot about the damn specialized teams which are pretty important imo D:

Copy/paste from somewhere else.

Oracle Leaders:

Aleksey Malakhov (head of Oracle)

Jelani Haakonsen (acting head of Oracle, second in command)

Angelus Haakonsen (third in command)

***(Eventually the leadership will change. Aleksey will leave all of Oracle to Jelani and Angelus will leave the leadership. He's been sitting on that decision for a long time. He feels the position isn't for him. So when Jelani becomes the head of Oracle Ginger will be his second in command, the third position will be vacant for a while but eventually it'll be filled. For the time being Angelus will stay as third.)***

Code names for specialized teams or units in the field. Each team has a leader. The number of people in a team depends on the size of the branch and the availability of a skilled agent within the branch. Agents from different branches can be called in depending on the current need of a branch.

Trickster Team (arcane users):

These agents are specialists of the arcane arts and provide for the team both defensively and offensively. They can aid the team by providing fellow agents with power ups or cover ups (defenses) as well as easily dispatch targets. They can manipulate the area of operations. Most can provide distractions where Draugr Team cannot.

Team Leader: Ginger Lee Grimm (eventually Angelus will be the Trickster team leader as well as third in command until he finds a replacement)

Draugr Team (heavy gunners):

Agents who effectively use and know heavy artillery. They are mostly in the front line accompanied by Tricksters.

Team Leader: Latoya King

Wraith Team (CQC):

Unit that engages the enemy with personal weapons (ie handguns, blades and in the case of non-humans claws and fangs when available) and hand-to-hand combat at very short range. This unit is fast and aggressive when taking over a vehicle or structure controlled by the enemy. However they need to be accurate and precise as to avoid friendly fire.

Team Leader: AJ Rodriguez

Egbere Team (infiltrators):

Infiltration tactics. These agents use the environment to swiftly and quietly flank targets bypassing enemy front line strong points to isolate them for attacks by follow-up agents with heavier weapons, abilities and equipment.

Team Leader: Jasmine Grimm

Specter Team (hackers/tech):

This unit is made up of skilled computer experts that use their skills to use bugs and exploits to gain entry into enemy computers, security systems but are mostly used to gain information. They seldom set foot into the AO as they can complete their tasks from a safe distance.

Team Leader: Xiomara Ruiz

Revenant Team (explosives “bomb squad”):

Explosive engineers and bomb disposal technicians. The unit is specialized and highly trained to disarm bombs on site or to set them up whenever needed.

Team Leader: Shaine Janus-Łaska

Ghost Team (marksman/snipers/counter-snipers):

The unit operates to maintain effective visual contact with the enemy and engage high-value targets from concealed positions or at distances exceeding their detection capabilities. Snipers generally have specialized training and are equipped with high-precision rifles and high-magnification optics, and often feed information back to their units or command headquarters. This unit aids most of the other units within the AO.

Team Leader: Trevor Ravencroft

Ndalawo Team (non-specialized):

This unit is basically composed of agents that can handle multiple tasks. They don't specialize in any one single thing but can handle different tasks, weapons, and jobs. People with medical training mostly fall into this unit.

Team Leader: Loke Haakonsen

And yes, each person has a codename. My username is a reference to Jelani's lmao.

@apothecaryforwearysouls

Lmao I don't even know where to start. So Oracle is a paramilitary PMC that has ZERO ties to any government, country or anything really. Like there are no ties.

Oracle has several goals but the biggest one is making sure humans don't obliterate non-humans and vice versa. Aside from that this world, setting, whatever you wanna call it deals with anything and everything paranormal.

Look, my dumbass 14-year-old ass was watching a James Bond movie one day and I thought, "Huh, what if this shit had werewolves in it?" and so Oracle was made. Actually, it was made later during the summer of 2000 'cause my mom's ex had promised we'd have a fun family summer of traveling the island and doing so many fun things. I bought a journal to document it all. Midsummer rolled around and we did nothing and my journal was blank so I took that previous idea and fucking RAN TO THE HILLS WITH IT. 23 years later we have this massive as fuck all world in my brain that I bother everyone with.

Anyway, Oracle started with 3 men. A werewolf, a vampire and a human during the height of the Akkadian empire! The werewolf is actually the man that is now known as Aleksey Malakhov aka Angelus's grandfather aka Jelani's father-in-law/mentor.

He had a different name back then I just forgot and I don't feel like looking through my hundreds of notes and files to find it.

By the way, Aleksey is Sumerian. He's been around for a while now. In fact he was one of the very first werewolves. All 4 of the first werewolves are Sumerian and yes, they are still alive today in 2023. How? Werewolves are VERY long lived but not that long. It's part of the original curse. The first of every breed inherets the curse and has to live with it forever.

Spoiler alert. With Angelus being the FIRST and frankly the only Crossedbreed he is also cursed. He can't die. He just hasn't realized that but Aleksey knows it and doesn't feel like telling his grandson will help in anyway. Is that a bad thing? Probably but he's doing it out of love. Angelus had been suicidal for decades and had attempted suicide so many times he lost count after 200 times. He's doing far better now a days though.

We don't have just werewolves here in Oracle. There are werewolves, vampires, fairies, monsters--shorter list is what we don't have: aliens. Idk it's not my thing. If you wanna say there ARE aliens in Oracle then who am I to say there aren't any.

As I kept expanding Oracle I wanted to add people from different cultures, backgrounds, ethnicities, believes, religions, faiths. We have EVERYTHING here. When I say I have a metric shit ton of OCs I mean it with my entire chest. I want to represent everyone. Easier said than done 'cause I wanna be accurate and respectful and a lot of times that means doing a lot of research and sometimes it gets tedious. I'm just one man behind all of this fantastical nonsense.

Yeah, I mostly talk about Loke, Jelani, Trevor and Angelus because those are my comfort characters and I know them better than I know my own damn self. Not gonna sit here and lie, Jelani's at the forefront for any and all Oracle things. Everywhere I am online I use him as a pfp. He's the mascot if that makes sense. I am extremely proud of this character and I love him so much. He's to Oracle what Pikachu is to Pokemon. Idk if that makes sense.

Oracle doesn't just focus solely on the PMC. There are so many things that make up this setting. There's groups of humans that hate and fear anything that isn't human and want to kill them all off. The most infamous being the Council of the Knights which admittedly has been a thorn on Oracle's side for a few centuries now. We have problematic vampire covens who think of non-vampires as cattle and make shit difficult for others. We have a death cult led by a very unstable woman who created a virus that destabilized actual fucking deities into destroying shit with the help of a deity (actually it's a Concept but that's too complicated for now). There's also deities themselves that every so often wanna start shit. Because of that we have people like the Nyota tribe from Kenya who have dedicated their entire lives to keeping a rogue and exiled Maker imprisoned so They don't start Their stupid nonsense again.

What the fuck is a Maker? There is a hierarchy when it comes to deities.

Iirc it's demigods, gods, and finally Makers. Makers are the gods of the gods. Those are like actual creators, they make the rules and shit but they also break 'em. They're complicated. There is NOTHING above a Maker...except for the Concepts. The best way I can explain a Concept is that they are ideas and the very first Concept is the Concept of Existence. There's the Concept of Evil, Concept of Concequense, Concept of Good, Concept of Nothingness and many more. CoE and CoN are opposing ideas that have been at each other's throats since always.

Concepts intervene in life but they don't at the same time. They also only exclusively communicate with Makers. Only Makers. Jelani has an...interesting role with CoE and some other Makers and by extension with CoN. I can explain that in another post cuz it's a lot and complicated.

So as for what kind of creatures Oracle has? Like I said I wanna add any and all cultures so there's everything to pick and choose from. I've even invented a few. Are there cryptids? Yes! In this setting things like the Mothman, Bigfoot, Nessie, Jersey Devil and just basically all cryptids are just creatures from other planes/realms whatever you wanna call them. Some people use planes others use realms some others use other words. How the fuck did they get from one to ours? Easy. Portals. Portals are unstable and quite frankly scary natural phenomena that happens randomly all over the world. Sometimes creatures and animals get caught in them and get trapped in other realms. Sometimes it's a building, sometimes an entire town gets trapped.

Is there magic? Yes, there is!

Can anyone use/learn magic? Yes! We don't do that stupid "chosen one, only a select few can use or learn magic" bullshit here. Magic is an ability that anyone can learn to use.

Are there rules? Yes!.....I just gotta find that stupid file where I have it and I'll post it if anyone wants to know more about it.

Oracle deals with things of magical natures too as well as portals and planes. There are actual black sites where, and I use this word loosely, "stable" portals lead to other planes that need to be checked every so often. Not many Oracle agents have access to this kind of op by the way. It's really need to know level type shit.

So back to the founding of Oracle. These 3 men, these sell swords got together and went into business together and were like unstoppable. As time went on 3 became 6 then 6 became 9 and then we get to 2023 with Oracle still very much alive and kicking with thousands of agents all over the world with 6 branches spread across the world and 2 training facilities.

If Oracle is 100% independent from any government then how does it pay it's agents and employees?

Aleksey has invested very wisely, owns parts of companies, owns whole ass major companies that generate a bitch ton of money. All of these are made up by me obviously. Part of the profits from those hundreds of companies go into the pockets of agents, assets, and Familiars. It pays for weapons, gear, vehicles, gadgets, ammo, facilities, housing--EVERYTHING!

Look I don't know how realistic that is I'm horrible at math and economics so just go with it.

Wtf is a Familiar?

A Familiar is a person (non-human or human) that indirectly works for Oracle. They give information, keep an eye on certain groups, areas, phenomena and the like. Familiars can be approached by Oracle to join as agents IF they so choose.

There are certain rules that apply to certain characters, places, ideas, creatures and stuff but for the most part I like living things open to enterpretation and flexible.

I think C said it best. Oracle can be described as "weird espionage with a cosmic horror twist". It's got a tiny teeny alternate history to it too.

I hope that covers like the basics of Oracle. If you wanna know something else about the setting as a whole or specifically about Loke in this setting just ask.

#Oracle Corp #Oracle Corp tag

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