Joe Hyland, Chief Marketing Officer at ON24, described how to get your customers to tell you what they’re interested in so you know how to engage them.
Hyland began his thought leadership presentation at the 2017 Financial Services Forum: Marketing & Technology Innovation, which took place in Boston on September 7, by stating he'd be talking about great marketing. “I believe great marketing means engaging marketing. We tend to lead with ourselves and talk about our products and services and how great they are, but great marketing starts with the other person,” he observed.
“Regardless of the company or industry, the three critical pillars of marketing are: establishing a relationship, establishing trust, and leading with expertise—especially in financial services. Digital transformation has changed how we market, but it hasn’t changed these core pillars of what we need to achieve. It’s about scale. Scaling operations is critical, and we’ve lost something as we’ve tried to scale,” said Hyland.
“Digital transformation has changed how we market, but it hasn’t changed...what we need to achieve. It’s about scale. Scaling operations is critical, and we’ve lost something as we’ve tried to scale.”
“We hear a lot about the modern marketer. In my mind, the modern marketer is a reaction to the market that we all live in. Our audience is overwhelmed with messages, and that’s the challenge of the new marketer—how to navigate these waters that have really changed in the last five years and stay true to the value we can bring to a given audience.”
Hyland continued, “In the Bay Area, we’ve addressed this using technology. There’s an explosion of marketing technologies. There are something like 5,000 B2B MarTech companies. However, most marketers are trying to shrink their tech stack. So we need to ask if these technologies are really helping us.”
“There are something like 5,000 B2B MarTech companies. However, most marketers are trying to shrink their tech stack. So we need to ask if these technologies are really helping us.”
He next pointed out that great marketing understands what drives a particular individual, whether that be a person in another business or a consumer. “Also, people want to hear from experts. A recent poll of financial advisors by Macquarie and Ignites Research discovered these advisors wanted to hear from portfolio managers, strategists, and industry specialists, and they were willing to commit the time to webinars featuring these experts.”
Hyland asked, “How do we use technology to deliver engaging content? First, it needs to be content that people want to consume, regardless of the channel you’re pushing it out through. The next challenge is doing this at scale with some semblance of a personal connection. Kinda hard to do that,” he noted.
“We do over 100,000 webinars, webcasts, and other digital events a year with our clients, and about 10% of those are within financial services. There are two big use cases—training and education at 48% and marketing at 38%. The average registration for these events is 157, and the average webinar time is 50 minutes. About two-thirds of viewers attend the event live and one-third view it on demand. Many companies are rerunning their best events and are getting great results,” he said.
The benefits of engagement-driven webinars include:
• Many conversations
• Multi-media and interactive
• Reflects your brand
• Available on demand globally
• Personal and cost-effective
“You can become the trusted advisor by having experts present your webinars,” observed Hyland. One way of doing this is via serialized webinars of updates and guidance on marketing conditions or financial opportunities and making these webinars available both live and on demand. “Try different formats for your presentations. Instead of slides and prepared content, you can take questions live for an audience-driven webinar. This can be used to push people to your social media channels and blogs on the same topic. Data can be taken from webinars to produce more content,” he said.
You can become the trusted advisor by having experts present your webinars. One way of doing this is via serialized webinars of updates and guidance on marketing conditions or financial opportunities and making these webinars available both live and on demand.
Hyland summed up with, “Great content—and insuring that content is relevant to who you’re marketing to—is number one. However, this is a data play. By having an event that’s engaging and your attendees constantly giving you information on how interested they are, you gather tremendous insight. Everything that occurs during the event is captured, tracked, and scored. You then determine what to do with that data.”
ABOUT JOE HYLAND:
As CMO, Joe Hyland is responsible for driving the global marketing, communication, and brand strategy for ON24. He has over a decade of experience creating and marketing innovative products in the enterprise and SaaS software markets. Before joining ON24, Hyland was the CMO at Taulia, the SaaS market-leading financial supply chain company. He holds a Bachelor’s degree from Dartmouth College.