ON24 senior marketing director Tim Johnston has revealed the keys to the kingdom of digital experiences, showing attendees what ON24 has learnt works and what doesn’t online—you can watch this webinar on demand now.
In the last 18 months, marketers were forced to find new ways to connect with their audiences with physical events—the playgrounds of lead generation and net new acquisition—off the cards.
Amid restrictions, we turned to the promise of the digital landscape, where Johnston says huge potential exists for brands and marketers to create engaging experiences.
“We are certainly in an era where we need to care about this,” Johnston tells attendees at ON24’s How to use webinars to revolutionise events.
“We know that last year was horrible—it really shook things up, both personally, professionally, we all had a hard time adjusting to these changes.
“As marketers, we all knew that we had to throw out that playbook and find new strategies, new ways to connect and form human connections with our audiences, our prospects, our customers.”
Johnston’s belief in the power of digital experiences and their continued appeal carries precedent.
Recent research from McKinsey & Company found that 96 per cent of B2B companies shifted their go-to-market model during COVID-19—and most plan to keep their model in place. Moreover, digital interactions with B2B buyers have doubled in importance post-COVID-19, the research shows.
Whether it was Atlassian’s Remote Summit or SAP’s Fusion, which were transformed within weeks or days, there are countless examples of companies shifting large conferences to the digital world.
Check out ON24’s How to use webinars to revolutionise events to find out how to take yours to another level.
Featured image source: iStock/Eoneren
