Chief Marketing Officer

ON24’s VP of Demand Generation Discusses How to Use Webinars to Drive Revenue Growth

Neal Amsden, Vice President of Demand Generation at ON24, examined how financial services marketers can use webinars to engage clients and foster revenue growth during his presentation at the 2018 Marketing & Technology Innovation in Financial Services Forum in Boston on September 27. In his presentation, “Human Marketing: How Financial Services Leaders Use Webinars to Engage Clients and Drive Revenue,” Amsden offered tips to help marketers use webinars to drive “human” marketing.

Personalization is a top priority for marketers across the globe, and for good reason. With personalized customer experiences, marketers can provide customers with the information and support that they need, precisely when they need it. In addition, digital marketing tools and technologies are now available that empower marketers to collect data about a company’s target audience, learn about this audience and find the best ways to deliver personalized customer experiences.

Although many marketers devote significant time and resources to explore ways to deliver personalized customer experiences, these professionals sometimes struggle to achieve their desired results. Fortunately, webinars provide marketers with an effective tool to engage a company’s target audience and drive unprecedented customer engagement and retention.

Webinars allow marketers to provide accurate, timely and relevant information in a customer-friendly format. As such, they enable marketers to go beyond traditional personalization efforts to build customer trust and loyalty.

“Personalization is important because you need to be relevant to the person that you are talking to,” Amsden said. “But even personalization can be somewhat inhuman in today’s digital marketing era.”

In today’s always-on, always-connected global marketplace, marketers commonly use digital tools and technologies to interact with customers. Yet these tools and technologies offer no guarantees. And in some instances, they may make it tough for marketers to maintain positive relationships with a company’s target audience.

“The relationship that you have with your clients is changing very rapidly,” Amsden pointed out. “I don’t deal directly with anybody in my financial universe. I deal with systems and applications … that take the human aspect out of the [customer] relationship.”

Thanks to webinars, marketers can make it easy for customers to engage with a company at their convenience. Webinars often can be watched from any location, at any time. Plus, webinar registration is generally seamless, ensuring customers won’t have to worry about a time-consuming process to sign up for a webinar.

At the same time, webinars empower marketers to quickly retrieve customer data. Webinar registration usually requires customers to provide their names, email addresses and other pertinent information. Once marketers have this information in hand, they can use it to learn about a company’s target audience and tailor their everyday efforts accordingly.

“People are conditioned to register for [webinars],” Amsden noted. “It is automatic to register for a webinar. So, if your goal is to get registration data, webinars are a key tactic.”

Perhaps most important, webinars enable marketers to connect with customers throughout the buyer’s journey. Marketers can produce webinars designed to provide a broad assortment of information to customers at different stages of the buyer’s journey. They then can evaluate webinar registration data and other insights to update their day-to-day marketing efforts as needed.

“Webinars are the highest-rated touchpoint across the customers’ buyer journey,” Amsden stated. “Webinars allow you to consume content on your own time … and they give you a chance to interact with a human being.”

Marketers typically don’t have to worry about substantial costs associated with webinars, either. Webinars may prove to be more cost effective than hosting a conference or other live events. Meanwhile, webinars often provide many of the same benefits as live customer events.

“Webinars give you many of the same benefits of a [live event] at a much more scalable and reasonable cost,” Amsden said.

As marketers examine webinars and their potential benefits, it is crucial to remember that webinars can become key components in a digital marketing strategy. Webinars can help marketers engage with customers throughout the sales cycle. Furthermore, they can help marketers educate and inform customers about a wide assortment of products and services, ensuring that customers can make informed purchase decisions.

“Webinars don’t belong in any one part of your sales cycle,” Amsden indicated. “They can play across the entire sales cycle.”

Marketers can incorporate videos and other multimedia into webinars, too. By using a variety of media, marketers can ensure that a webinar hits the mark with customers. They also can help deliver an unforgettable human experience that resonates with customers – something that could help a company bolster its customer retention levels and accelerate its revenue growth.

“Webinars can be a fully branded multimedia experience,” Amsden noted. “They are interactive, and they contain a human experience.”

Visit Argyle Executive Forum's 2019 Marketing Leadership Forum: The New CMO, Where Performance and Brand Intersect in New York, NY on Sep 30, 2019

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