Inspiration and lessons learned from ON24’s own marketing campaigns
The shift to digital-first buying, along with the corresponding rise in engagement, means marketers have more opportunity than ever to influence the buying journey and increase contribution to pipeline.
But as buyers take control of research, expectations are increasing. Turned off by low-quality sales spam, buyers only start conversations when there’s value in doing so. Influenced by Netflix and spoiled for choice when it comes to content, they want experiences that are fun and educational.
Under pressure, marketers are collaborating with partners to make their efforts go further. They are also looking to develop experiences that reliably drive revenue.
So how can marketers meet all of these challenges? What makes digital experiences engaging, effective and successful? And how creative can a B2B experience actually be?