“I Hear A Lot Of People S#*t On Australian Marketers”: ON24 CMO Joe Hyland

“I Hear A Lot Of People S#*t On Australian Marketers”: ON24 CMO Joe Hyland
SHARE
THIS



B&T was in attendance at Webinar World in Sydney yesterday, where we were able to pull ON24 chief marketing officer Joe Hyland aside for a quick one-on-one about all things webinar marketing.

Why should brands engage in webinar marketing?

Great marketing is about finding a way to engage with your audience. However, we’ve had an influx of technology and automation over the last 10 years, which is great, and we’ve now scaled like never before. So, to me, marketing is about finding a way to engage with folks, but doing it in a cost effective way.

What’s happening is marketers are kind of binary – “this will be an event that is engaging”, or “this will scale” – and they don’t do both very well. The problem with automation and scale is it’s impersonal – it’s not what great marketing is. The pendulum has swung way too far in the direction of scale and it’s causing problems for marketers.

Webinars exist because it is an engaging way to interact with folks upwards of an hour. It’s very flexible technology, and its effective for any content you want to disseminate. There’s nothing wrong with whitepapers or heavier subject matter, but you kind of don’t know what happens when someone reads it – it’s very binary. With a webinar, you can track everything that’s occurring the entire time, send out pulse checks, have questions and bi-directional engagement, and do it in a manner where you can reach thousands of people without spending thousands of dollars.

What are some brands doing wrong when it comes to webinar marketing?

They make it all about them. Any avenue of marketing or tactic is a mirocosm of marketing, and if you run an event and you’re self-serving with the content, it won’t be a good event. That happens a lot, and it happens even more with webinars because it’s easier to host one. The basic principle of marketing is that it is always about your audience and never about you, and it’s very easy to violate because companies have such great things to say about themselves.

Also, a lot of companies run webinars just for the sake of it and don’t put enough thought in to the event, which results in failure.

What makes a great webinar?

It’s immersive, it’s interactive, it’s all about the attendee. You should let them decide what you talk about. Say you were hosting a webinar on compliance, for example. Right at the start of the webinar, put up a poll and say “there’s three ways we could take this presentation”. So, right from the start, you make it all about the attendee.

Making sure it’s on brand is also important. You can pull in videos so it doesn’t just have to be one or two people talking. We’ve got a lot of customers who use 30-second soundbites from their customers so their webinars have another voice and another perspective.

Marketers just need to put a bit of thought into their webinars, and when they do, amazing things can happen. When they don’t, they’re going to get what they put in.

How do you rate Australia’s adoption of webinar marketing compared to the rest of the world?

I hear a lot of people shit on Australian marketers. It’s really weird – I don’t get it. I’ve heard people say they’re super low adopters of technology and are really far behind, but that’s not my experience. ON24 grew 400 per cent in Australia last year, and I’ve met with a few clients in Sydney this week who are doing really innovative things with webinars. I’m seeing marketers who are just as sophisticated here as they are in Silicon Valley where I live – the difference is they don’t have the big budgets we have in North America.

Where do you see the future of webinar marketing headed?

I feel the next step in not just webinar marketing, but marketing in general, is personalisation that is easy to execute for really big accounts. For example, what if you could do account-based marketing and a personalised webinar for each of your top-tier clients? If you could do that in a way that’s easy to stand them up and convenient, the future of ON24 will be very bright. If it takes a lot of work and multiple hours to set up these things, marketers won’t do it.

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.