10 Great digital

Experiences to
Inspire You
table of INTRODUCTION3
LIVE AND SIMULIVE WEBINARS 4

contents
» Red Whale: Thought Leadership5
» Securly: Brand Building and Education8
» Sage Intacct: Product Marketing11

ALWAYS-ON WEBINARS14
» Qlik: Customer Marketing 15
» NVIDIA: Product Marketing 17
» bluebird bio: Internal Training 19

PERSONALIZED AND TARGETED WEBINARS 21

» 8x8: Educating SMEs 22
» ADP: Explaining Retirement Plans to Employees 25

COMPREHENSIVE DIGITAL EXPERIENCES 27

» Cherwell: The Clear2020 Virtual Conference 28
» ACFE: Putting Their 31st Annual Conference Online 31

TAKING YOUR WEBINARS FORWARD 33

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Introduction
Webinars are one of the most So what can you do to create an engaging
experience when you don’t know where to start?
powerful channels for engaging This guide highlights some of the best practices organizations can use

an audience online today. now to create engaging digital experiences using webinars, content hubs
and smart design. It’s here to inspire you wherever you are in your digital
experience journey. Flip through this guide to learn how you can engage
They offer the ability to create two-way conversations with every persona audiences in real-time with live and simulive webinars, discover how
imaginable, provide audiences with the content and information they need to organize internal communications targeted pages and keep your big-
and even provide the material to create additional collateral, like e-books, ticket items, like conferences and summits, going on holistic platform.
blog posts, video clips and podcasts.
At ON24, we want everyone to experience the power of webinars — from
They are a foundational channel for any digital experience, which may those watching and engaging with them, to the hard-working professionals
explain why they’ve exploded in popularity as the world shifts to more delivering the content that their audiences demand.
remote working. In fact, according to our Webinar Benchmarks Report,
in April 2020, audiences listened to nearly 170,000 hours of webinar
content each day — almost three times as much the average for 2019.

But many organizations don’t know where to start when it comes to

improving their digital experiences and facilitating business online. So come on in and find out
Some may have ignored webcasts, sticking with existing methods and
techniques. Others may make use of webinars, but don’t invest in good how you can take your digital
design, don’t engage with attendees and don’t make webcasts available experiences to the next level.
for on-demand consumption (an important factor, given that 34% of all
webinar attendees watch always-on webinars).

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Live and Simulive Webinars
As you start your webinar journey, you’ll probably begin with a one-off live or simulive
event. With ON24 Webcast Elite, you can produce live webinars or pre-record your webinar
and engage with your audience after with live features like Q&A.

However, the best webinars are more than a simple presentation with a narrator. While
delivery is important, so is the use of tools to engage an audience and effectively improve
their experience.

To demonstrate the basics, let’s look at some live or simulive webinars that
excel in thought leadership, building brand and product marketing.

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Thought Leadership
How do you discuss sensitive and personal medical topics
that are both relatable for patients and informative to medical
professionals? To address this, primary care medical
education provider Red Whale created its “Deep Dives”
webinar series.

Red Whale made expert use of multiple presenters who do

more than just sit and talk. These presenters crafted and
acted out skits to share their knowledge in memorable
and relatable ways. Red Whale’s presenters even went as far
as creating easily understood metaphors, such as using baking
to explain hormone replacement therapy for menopause.

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Red Whale also took advantage of ON24’s engagement
tools like the Q&A, chat and poll tools to drive
engagement and connect with attendees. Other
tools, like the resources list, allows attendees to either
download collateral or be directed to additional content
to further their education after the webinar.

Finally, Red Whale made expert use of ON24’s CTA tool,

which invites attendees to register for future webinars
in a series, contact sales directly or otherwise continue
their content journeys. As an added bonus, medical
professionals who attend certain Red Whale webinars can
download a certificate that counts towards continuing
professional education credits, meaning Red Whale can
offer CPE as an incentive to attend its events.

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 For its design, Red Whale employs a “deep dive” theme, with a full
background graphic of the ocean floor and diving graphics behind
its presenters. Put together, its webinar console emphasizes the
company’s brand, name and tone, from logo and color scheme
to its bright red console buttons.

As a result of its offerings and design, Red Whale generated

more than 20,000 webinar registrations. An outstanding 94%
of medical audience members said they would recommend the
webinar to another medical professional.

To find out more, check out the Red Whale Case Study on the
ON24 website.

ON24 Tip: Make sure to use video in your webinar to improve the experience for your attendees
As detailed in ON24’s Experiences Everywhere Report, some 70% of top-performing marketers use video in their webinars. Make sure
to use video in yours to provide your audiences with the best experience possible.

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Brand Building
and Education
Securly provides the tools and technology that keeps K-12
students and children safe on digital devices. But the company
serves more than 2,500 school districts and 1.2 million
parents, posing a significant challenge: how can Securly
educate so many customers on how to use its tools effectively,
particularly when there’s only one engineer on its customer
success team?

With the 2019 school season starting, Securly created

a series titled “Securly Things.”

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Securly knew it had to reach its audience in
a relatable and memorable way, and made
that a key goal of this series. A relatable
host and built-in interactivity — in the form
of live Q&A as well as lots of additional
content — helped.

But Securly wanted to go further. So, it turned

to pop culture for a little boost. Its design riffs
on the popular Netflix series, Stranger Things,
to build up familiarity and make its brand
approachable. It even integrated its “Securly
Things” branding on its registration page,
where viewers can register for one or multiple
webinars in the series.

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As a result, almost 1 in 5 customers viewed
at least one episode of the 10-part series. ON24 Tip: Match your webinar branding to your
unique campaigns
Once delivered, this provided 10 hours of
best practice material that could be linked If you have a powerful campaign to reach customers, it makes
to across any key customer channel. sense to ensure your webinars reflect that effort. Using ON24’s
Console Builder, you can quickly tailor your webinars to create
As a final bonus, Securly’s, NPS score for its the best experience. For more information, check out our
customer success team rose by 150%. Webinar Console Branding Guide.
To learn more, check out the Securly Case Study
on the ON24 website.

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Product
Marketing
Sage Intacct is a cloud accounting software
solution designed to meet the needs of financial
professionals. But, to get audiences from the top
to the bottom of the marketing funnel, it needed
compelling content that would capture and
maintain audience attention throughout the
buying journey and the customer lifecycle.

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Sage Intacct’s solution: the daily Coffee Break
Demo, a 30-minute simulive webinar held
every morning.
These short webinars allow Sage Intacct to show off all
the best and cool features of its product in a short amount
of time. The result? A high attendance to conversion rate
for the company.

This high attendance to conversion rate is made possible by

using ON24’s simulive format features. With simulive in
place, Sage Intacct can guarantee the quality of its demo
and get the content just right while interacting with
attendees through chat and Q&A features.

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Sage Intacct also takes advantage of the slide
and screen share features in ON24 ON24 Tip: Promote your top-converting and most
engaging webinars on as many touchpoints
Doing so allows its presenters to show the product interface,
as possible
highlight how each element works and walk attendees
through how the product interacts with itself. By pre-recording, Part of the reason for Sage Intacct’s success is that it
Sage Intacct’s team can then focus on engaging with audiences promotes its “Coffee Break Demo” and other webinar
through the Q&A tool in real-time. events in CTAs, on landing pages, in email content drips,
on its website and more. At each contact point, Sage
As a result, this single simulive webinar format generates
Intacct encircles prospects with the opportunity to
as many opportunities as all of Sage Intacct’s other
engage with a webinar and connect on a human level.
webinars combined.
Make sure to do the same with your best webinars.
To learn more, check out the Sage Intacct Case Study
on the ON24 website.

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Always-On Webinars
While live and simulive webinars are great for one-time events, the next option allows you to
package your webinars into an always-on experience using ON24’s Engagement Hub. With
direct integration into Webcast Elite, Engagement Hub provides you with the ability to showcase
all your webinars in one place alongside downloadable PDFs, blogs and other content best suited
for your audience.

One final benefit of creating an always-on experience: It helps audiences view your webinars
on their own schedule. In a world where people watch a full TV series throughout a weekend,
having this ability helps encourage your target audience to binge all the content you have to offer.

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Customer Marketing
Qlik helps enterprises around the world move faster, work smarter and lead
the way forward with an end-to-end solution for getting value out of data. As
a high-growth company, retention is a critical metric. However, customers
didn’t engage with product updates as often as the company wanted, meaning
customers were missing out on all of Qlik’s available features.

As part of its broader webinar strategy, Qlik created a “Customer Spotlight

Series” using ON24 Engagement Hub, showcasing how customers are
successfully using its platform.

Given that Qlik has a wide range of customers in various industries, there is
a wealth of content in its Customer Spotlight Series. To make it easy for its
audience to find the right content, Qlik uses Engagement Hub’s filter feature,
allowing visitors to filter content by industry, vertical and other categories.
Audiences can also search for specific content using the search box.

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 With Engagement Hub, Qlik can provide a large
amount of content to customers and prospects,
ON24 Tip: Take advantage of one-time and multi-
irrespective of geography. And, by showcasing the
registration to boost conversion rates and capture
success of its customers, the technology company
more engagement data has strengthened its existing relationships.
When a buyer or customer needs to fill in too many forms, Overall, Qlik has doubled the reach of its product
it puts them off from consuming content. By using ON24’s information.
Marketo integration, or by adding multi-registration to
To find out more, check out the Qlik Case Study
your ON24 registration pages, you can cut the amount of
on the ON24 website.
form filling required and drive further engagement.

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Product Marketing
Another company taking full advantage of the Engagement
Hub is the multinational technology organization, NVIDIA. As
the firm has a broad range of markets globally, from gaming
to self-driving cars, achieving international reach with a
small team poses a particular challenge.

To drive the best results from its webinar program, NVIDIA

embeds Engagement Hub on its own website, making its
content accessible to customers and prospects.

What’s more, by taking advantage of the ability to customize

the Engagement Hub, NVIDIA stays on brand, creating a
one-stop-shop for all webinar content while staying true
to the look of its website.

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 NVIDIA also makes the most of Engagement Hub’s search options,
helping audiences to search for content using different variables,
like country, language, product, event content and industry. With
these filters in place, NVIDIA can easily serve prospects across
multilingual markets with localized content.

As a result, Engagement Hub saves NVIDIA’s team around an hour

of time for each webinar produced, allowing it to create more than
80 webinars per year. Engagement Hub has also helped NVIDIA to
increase its on-demand viewing time by 28%, making webinars one
of the company’s top-performing channels for lead generation.

To find out more, check out the NVIDIA Case Study on the ON24 site.

ON24 Tip: Embed your Engagement Hub within your main website to save time
In many organizations, requesting changes to a website can be time-consuming. Fortunately, Engagement Hub can be managed
independently within the ON24 Platform, meaning you can update the content without needing to ask your website managers to assist.

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Internal Training
All large companies need to train employees, but doing so effectively
takes time. That’s why biotech firm bluebird bio, which employs more
than 1,000 staff across the US and Europe, wanted to make its
offsites as efficient as possible.

Proving that webinars aren’t just for engaging with customers,

bluebird bio created the “Birdtual Offsite Toolkit,” filled with internal
resources for training and sales, using the ON24 Engagement Hub.

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 The company turned its virtual
training center into a content
ON24 Tip: Look to share your webinar platform across
hub jam-packed with resources.
teams to save time and pool assets
Additionally, the company made
Creating quality content takes time, regardless of whether it a positive place for employees
you work in HR or marketing. But by having a single webinar to engage. It included colorful and
platform used across the company, everyone can benefit encouraging background imagery
from using the same library of resources, helping to improve and fun resources, such as the “Kid’s
performance across the board. Corner” to encourage the use of its
training materials.

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Personalized and
Targeted Webinars
Whether you’re employing an account-based marketing (ABM) strategy or targeting
specific industries or verticals, using ON24 Target allows you to create personalized
experiences tailored to your exact audience.

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Educating
SMEs
Targeting doesn’t stop at accounts,
industries or verticals. You can
also target specific job titles.
That means cultivating content
personalized for any role a
company wishes to contact. For
example, VoIP provider 8x8 wanted
to target those charged with
managing the customer experience.

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While 8x8 hosts regular webinars on a
variety of topics, the company uses Target
to create a space explicitly personalized
for customer experience professionals. The
portal consists of short webcasts designed
to provide helpful information without
taking up too much audience time. These
webcasts are all on-demand, so the target
audience can access them wherever and
whenever they wish.

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 8x8 uses consistent branding
throughout each webinar, utilizing
engagement tools such as Q&A, Slides and
Resources to engage audiences.
Messaging is also personalized to the audience,
providing attendees with up-to-date topics
specifically geared towards the world of
customer experience.

ON24 Tip: When creating a personalized or targeted page for content, feature your most important content above the fold
While personalized and targeted webinars will perform better than generic content, you may have a particular asset you want your audience
to engage with first. To increase the likelihood of this happening, make sure to feature this key content prominently for your audience to engage
with. To find out how ON24 Target makes that easy, check out our post on “Getting the Most Out of Your ON24 Target Hero Layout.”

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Explaining Retirement
Plans to Employees
ADP, a top human capital management company, is a prime example of how
specific ON24’s Target pages can be. As a company offering a suite of tools
and services to companies in need of HR support, ADP needs to help HR
departments promote and simplify 401(k) enrollment for employees — a process
requiring employees to consider and process a great deal of information.

Using ON24 Target, ADP can consolidate and share all of its 401(k)
information in one easy-to-access portal. Clients can then share this portal
with employees, who, in turn, can then educate themselves in the time and
manner most suitable for them.

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Webinars are featured prominently on ADP’s ON24 Target
page, including a call-to-action to register for upcoming ON24 Tip: Repurpose longer webinars into short
live webinars. But knowing that everyone consumes clips for time-pressed audiences
content differently, ADP also provided other resources on this
page, including content covering common questions about If your target audience is struggling to fit everything into
the topic. ADP even provides a call-to-action allowing their working day, they may be less inclined to watch
employees to enroll in its 401(k) directly from the page. a full webinar, even if it is personalized to them. To make
things easier for them, look to include key clips from
As a result of creating this ON24 Target page, ADP has seen your previous webinars that highlight the most
the number of enrollments increase. To find out more, read important points.
ON24’s post on “How a Targeted Experience Helped ADP
Drive 401(K) Enrollments.”

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Comprehensive Digital
Experiences
The last step in your webinar journey is creating virtual events or conferences. While live
conferences are a highly effective way for B2B organizations to capture leads, schedules, travel
restrictions and expenses can hinder attendance. So get around the obstacles by bringing your
conference online.

Here are two examples of companies that achieved memorable comprehensive

digital experiences:

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The Clear2020
Virtual Conference
What do you do when a global pandemic forces you to
cancel your live event? This is a problem Cherwell Software
encountered in March 2020 when COVID-19 caused the
cancellation of its Clear 2020 Europe conference. Instead of
giving up and terminating the event, the company took its
conference into the virtual world.

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With ON24 Webcast Elite and
Engagement Hub, Cherwell created
a virtual conference experience
comparable to a live event. Attendees
could easily attend keynote speeches,
spotlight sessions and engage in
breakout briefings from the comfort of
their own homes — no airfare required.

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Cherwell made it easy for attendees to find the content
that interested them most with the use of filters and clear ON24 Tip: Break out your content by theme to make
headings on the welcome page. Attendees were encouraged it easier to find
to join in the live one-day event, but they also had the option
to access the conference’s content on demand after the event Just as it can be hard to find a particular room or track at
ended. With always-on content available, both on-demand and an in-person event, the same can be said when you have
live attendees were given the opportunity to process conference a lot of webinars. To help audiences narrow down to the
messaging more thoroughly, understand product tips tricks, session they want to join, make sure to clearly structure
and digest industry trends. your conference event page, along with providing filters
and search options to save time.

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Putting Their
31st Annual
Conference
Online
Faced with a similar cancellation of its
live event, the Association of Certified
Fraud Examiners (ACFE) took its global
conference online, treating participants
to an array of live sessions.

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Again, attendees had the choice of attending live sessions
or accessing the content on-demand. Either way, ACFE made ON24 Tip: Share rich engagement data with your
it easy for attendees to find content in their area of interest by sponsors and partners to maximize value
sorting each webinar by track.
One benefit of webinars over in-person events is the
Like a live conference, ACFE had a lot of peripheral activities much richer engagement data that you can collect to help
going on. Fortunately, ACFE made finding these virtual your sponsors and partners identify the best prospects.
activities easy with ON24 Engagement Hub’s search This can be particularly valuable when your webinars
and filter capabilities. For example, ACFE prominently have very large audiences. To make virtual events as
featured sponsor breakout rooms on the event’s main page, effective as possible, make sure to share this data with
encouraging attendees to engage or set up meetings with your sponsors and partners when you have consent to do
sponsors. The organization also made it easy for attendees so, from total view time to Q&A asked and poll question
to find conference information and filter by track offered, like responses. To find out about what data you can collect
certifications, so attendees can prioritize the sessions most using ON24, check out ON24 Intelligence.
important to them.

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Taking Your Webinars Forward More Webinar Resources to
Continue Your Journey
The examples featured in this guide show how webinars can help achieve a broad number of ON24’s Webinar Best Practices Series
goals, from powering key marketing campaigns to taking an entire industry conference online. Sign up to get the best webinar tips from ON24’s
Webinars have enabled organizations of all types to maintain and strengthen engagement Chief Webinerd, Mark Bornstein.
with key audiences. However, data show audiences have, for a long time, expressed a ON24’s Webinar Assessment Tool
preference for digital channels. Take a few minutes to find out where your
Every passing year, figures from ON24’s Webinar Benchmarks Report show professionals webinar channel stands and how to advance to
have turned to webinars in increasing numbers. Similar research by SiriusDecisions the next level.
consistently finds that webinars are the top-rated channel for engagement and demand. The Center for Marketing Transformation
It should be no surprise, then, that the difference between companies will increasingly be Find out how to navigate common marketing
determined by the quality of their digital experiences. challenges and use webinars effectively to
address them.
As you reflect on the examples in this guide, pause to ask how your organization will take the
next steps on its digital journey. Whether you’re yet to run webinars or are already seeing
great results, there is always room to improve the experience and the results you see.

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