Good afternoon to everyone on the call and also good morning for people joining from Singapore and other regions within the world. We're super excited to have you today. We hope you're just as excited to join us. Today's webinar is going to be on Mastering the Art of B2B Marketing Automation and Digital Experiences.
The webinar is co-hosted between us Salesforce and also ON24. And anybody that's not familiar with ON24, ON24 is a digital engagement and webinar platform. And everything that you can see on your screen today is powered by ON24 as well.
A couple of housekeeping items just before we go forward. On your screen today, you will be able to see a few elements across your screen. So you'll be able to see me within the media player. You should be able to see our slides within your screen as well. You should be able to see some related content, and that's where you can click out to some of the resources that we've provided today, download the slides that we present today as well. And also, there should be a Q&A functionality where you can ask questions.
We have people on the line, who'll also be answering questions live as well, and that people on the line answering your questions for you as and when they come through. There is a couple more widgets, calls to action. You can chop and change your screen however you see fit as well.
Okay. sorry, the clicker isn't -- okay. So thank you, everybody, for joining today. As I mentioned, we're super excited to have you all on the line. And if you go to the next screen as well. I'd just like to begin with acknowledging the traditional owners of the land on which we meet today, and recognize their continuing connection to the land, waters and culture. I'd like to pay my respects that elders past, present and emerging.
And always, if you've joined any Salesforce webinars before, we always have to have this slide. And so on a really serious note, I just want to give a quick reminder that Salesforce is a publicly listed traded company and customers should base their purchasing decisions on products and services that are currently available.
So I'm going to start by introducing myself. My name is Danielle Sheehan. I am a Marketing Automation Specialist at Salesforce. And joined with me is Andrew Duong. He's on the line joining in from Melbourne. He is a Senior Marketing Solution Engineer. He's going to be showcasing a demonstration today, the Salesforce platform. And I'm also joined by Tim Johnston. He is the Senior Marketing Director, ON24.
As I mentioned before, this is the platform that we're utilizing today to stream the webinar. And we're also joined by the lovely Stefania Dundas. She is Marketing Optimization Manager at Global X, who is a leading ETF company. She's also one of my favorite clients, next to me as well.
So we've got a jam-packed agenda to get through today. I will be leading the first session alongside Andrew, taking you through best practices in B2B marketing automation. Secondly, Tim will take the next part of the session, and he will be showcasing next-generation webinars.
There's some really exciting stuff and I bet -- like, even this experience is pretty exciting, when it comes to webinars, and he'll be taking you through some really cool things in the space. And lastly, we will be doing a panel interview with Stef, and she's going to be sharing all the exciting things that are happening at Global X.
Okay. So best practices in B2B marketing. So I know there's a lot of my clients on the line. I even had a quick look through the attendee list, so hi everyone, who I deal with day to day. But I know there are a lot of new individuals on the line. And anybody that doesn't know me, knows that I love to do my research before I do any type of presentation. So I look at all the Salesforce reports. I look at LinkedIn's report, and I actually want to see what's going on in the industry.
And something that really resonated to me is how much the marketing role has changed over the last decade. And CMOs, really, are at a corporate crossroads. The reason why I say that is if I go back to 10 years ago, when I first started my career, there wasn't that many CMOs that -- companies that had CMOs. But really today, what we're starting to see is that it's very, very more common that CMOs to command the C-suite title.
And the reason for that is because the marketing role has changed so significantly. Marketers are starting to adopt more channels. And so previously, for example, when I first started out, I would manage e-mail, and I would also manage LinkedIn. But now what I start to see is customers are managing e-mail, LinkedIn, WhatsApp, websites, advertising. There's so much more channels to be adopted, especially from a B2B perspective very recently. B2B is becoming more like B2C.
I love it as well. But what does that mean? There's so many more channels, which means that there's so much more data, and data means nothing unless it's brought together and insightful. So CMOs are now tech integrators, are customer Oracles. They're cross-department orchestrators. And I know that the majority of the attendee list of this webinar is marketers. You'll hear me when every single request goes to the marketing department if they don't know quite well where it should go.
And so -- and what we're also starting to see as we adopt more channels and more investment into these channels, we need to improve return on investment. And so marketers are now being challenged with proving business returns. So what we're actually seeing is a new CEO, like, responsibility. So the room has really expanded. That's really what I'm getting at here.
And what you're -- and apologies if this is a bit small on your screen. You can stretch out your widgets. But what you'll start to see is that the #1 requirement of CMOs at the moment is driving business results and proving the effectiveness of marketing as well.
So I'm interested to learn -- the clicker is gone again. I'm interested to learn what is your top priority for 2024. So there should be a poll that popped up on your screen at the moment. I'd love to see what's of interest to you at the moment. So I'll give you a couple of seconds to fill in that poll.
[Voting]
And I can see the results coming through. Customer acquisition, that's actually coming up quite popular. And I think today's demo that Andrew will be taking you through will really showcase that as well.
So as I've been doing my research, I really wanted to hone in on 2 key strategies for today. And the 2 key strategies that really are everywhere at the moment in every single research study, and I know Stef can agree to this as well, is that it's account-based marketing and artificial intelligence.
So we -- account-based marketing is one of the common things of the last 5 years or so. So account-based marketing is usually compared to demand generation or broad-based marketing, for example. And the key difference is, and there's always room for both. But generally, in B2B, it can be more effective to run an account-based marketing program.
So what account-based marketing is, is narrowing your net of customers to audiences that you know are your key audience essentially, instead of casting your net really wide and going out to everyone. So it's really identifying that audience before you go out to market.
And why is that effective? Firstly, especially if you're running, for example, a Google AdWords campaign and you're going out to the whole market, what you'll start to see is clicks coming through that or customers converting that are not necessarily in your target audience.
So having a very narrowed audience could be extremely cost-effective in terms of advertising spend and things like that. It also allows you to create stronger client relationships, increases the efficiency of sales insights. It differs you from competitors because it's much more personalized in that targeted outreach as well.
You'll see some research and a bit of a graph on your screen of broad-based marketing compared to account-based marketing. And what you'll start to see is the funnel and the conversion rate. So what we see at Salesforce is that account-based marketing has a 10% average conversion rate as opposed to broad-based marketing at a 2% conversion rate. That can be a lot more effective in terms of an acquisitions as well.
So account-based marketing isn't just one strategy. It is made up of multiple strategies. I'm only going to go through a few today. So demand generation can still be part of your strategy. Like I mentioned, there's always room for a demand generation strategy. And this is usually where we see, if you've got 1,000 or more clients and you're going out to everyone, and your communication is quite generic. Perfect strategy.
And you can move into a bit more of a programmatic ABM strategy, and this is focusing on around just under 1,000 accounts. It's somewhat personalized. You're going out with a key message to those specific segments. And you can have named account-based marketing. So you may have these 100 accounts and you're going out with a targeted channel alignment, so you may pick a specific channel that you want to go out to with these accounts that you know is effective as well.
And then you can have your strategic account. It's something that Salesforce does. And not every company will be able to have multiple account-based marketing strategies, so there's always room for a couple. But for example, at Salesforce, we have our top 25 accounts, where we will tailor messages and channels and events to as well.
So this is just an example that I've put together, so feel free to screen shot it. I ran this event not that long ago. But this is an example of how you can start to align your channels to the different account-based marketing strategies.
So for example, you may want to have your strategic account-based marketing and they may be focused more in a small breakfast events and luncheons and things like that. And then you may have your more wider programmatic account-based marketing towards advertising, social media and e-mail marketing as well.
And so you can start to mock this up as your plan for the start of the year, and how you're going to tailor and segment your campaigns to these new channels.
But this all sounds well and good, but ABM is challenging, right, and data is challenging. And being able to segment all of this data is really hard. So data and integration is one of the key challenges. So having an integrated tech stack is really important, and it's something that we'll go through in the demonstration today as well.
Collaboration. I came from financial services and a lot of the people that I work with, sometimes are a bit hesitant on marketing and us going out -- the sales team, us going out to their strategic accounts, worried about what we're going to say to really bring in sales onboard with these journeys when you start to adopt these strategies.
And that just leads into my next point, change.
Change is difficult. Nobody wants change. Change is hard, but in today's era, change is -- you have to change in order to succeed, especially with everything going digital in content and staff shortages. This is something that I'm going to touch on, on AI. AI is helping with that specific challenge.
So I hate presenting challenges without solutions. So I always present solutions. Start small. Run a couple of pilots. Find your champions, run workshops, start tracking return on investment.
But tracking return on investment is hard. And even I looked at LinkedIn this morning on my way into work. And I'm not joking. I think every single post that I saw was about attribution and ROI and how hard it is to track, because -- I think I'm speaking to every single marketer in the room. We can't track awareness, and it's really hard because it's just so difficult. But what we can track is some things.
And at the moment, if we don't have marketing attribution tracked, sales gets all the credit. So all the blue dots on my screen is all marketing channels and the red dots are sales and meetings. So what we can see is everybody knows that marketing is touching the clients. That sounded a bit weird.
But marketing, marketing is throughout the customer life cycle. It doesn't just exist at acquisition. It exists across the whole life cycle. Everything from Google Search, to touching e-mail campaigns, to events, to LinkedIn, to social media. It's important to track their digital footprint.
So if we just track first touch attribution, that sale or something that you did probably didn't just close due to Google Search. There was a lot more element there. But it probably didn't -- if we just track last touch attribution, it probably didn't close just due to that sales call, so multi-touch attribution is so important, tracking that whole customer footprint. And we will go through that in the demonstration today as well.
So AI, the fun bit, literally the buzzword of the last year. I don't think I can walk into Salesforce 1 day without hearing the word AI. And one of the key questions that I get asked by my customers, "If we leverage AI, will we fall behind?" And I'm sorry to say, I know I'm biased. I know I work for Salesforce, but yes, you will fall behind.
And why is that? Because every single company is releasing AI, okay? So I'm on my screen. And sorry, I skipped forward too much there. But every single company is releasing AI. It's -- every marketer right now should know that AI is of importance. And AI is there to help you. It's not something to be scared of.
I love this quote from LinkedIn, "AI will not replace you. Someone using AI will." And LinkedIn released a new study that showcased that AI is coming up in more job descriptions. So having AI underneath your remit is really important. So just bear that in mind, AI is here to stay, and we need to embrace that change.
And what people -- what the research showcases that I've been looking into is that people just really need help in generating more content quicker and faster. And that actually leads into the account-based marketing that I showcased before. If you want to release more account-based marketing channels, use AI to help you generate that content.
So we recognize, at Salesforce, marketers need a personal assistant. You're managing the website. You're managing all the blog copy across the website. You're managing all the e-mail copy. You're managing all the social media content, the Google AdWords, I could go on. Marketing is hard, and we've recognized it, so we've launched a couple of capabilities within our account engagement platform today that can help with AI.
So these are the AI insight-driven activities that can help you with sales prioritization, such as lead scoring, behavior scoring, key account identification and then also helping you with marketing optimization. So send-time optimization, is there anybody on the line that doesn't know about send-time optimization? It's sending e-mails at the time your customer's most likely to open it based on their historical data. Pretty cool.
Engagement frequency. As we're adopting more digital channels, marketers are engaging more, knowing when too much is too much, and having a bit of an engagement frequency within your segmentation.
And lastly, insights. What campaign is running the best instead of deep diving into all of that data, you can actually visually see. This campaign performed better than that campaign and that insight's there for you straight away.
And hence, why we have the forward-looking statement right at the start of the webinar launching within account engagement with content creation that generative AI. I can guarantee that maybe 50% or 60% of you on the line has been using ChatGPT. Well, think of this as your GPT within account engagement. Super exciting, being able to generate content, so anybody with staff or content shortages, hopefully, this is going to really help you.
So I don't want to do death-by-PowerPoint. Let's jump in. Let's see it. So I am going to hand over to Andrew to showcase to you a live demo of everything that I've just discussed.
Thanks, Danielle. My name is Andrew Duong, Senior Solution Engineer for Marketing Cloud Account Engagement. Now today, I'm going to be walking us through how multichannel marketing campaigns can be facilitated via our dedicated sales and marketing solution.
So if I click this waffle looking icon on the top left, we can see that sales, service and marketing are all in the one platform, just a click away. And with an integrated platform like this, our marketing and events can seamlessly integrate with the wealth of data kept in CRM. And so for today's purposes, I'm going to walk through an example, events campaign.
Let's now head to our campaign record. I'm going to become the events manager at Cumulus, a fictional company. And the agenda for me today is organizing the webinar series for 2024. And on this campaign record, we have a 360-degree view of everything we might want to understand about our campaign.
For instance, campaign members. We can see 137 members there, campaign member statuses, which are completely customizable for instance, attended, attended on-demand, connected, registered, responded, RSVP-ed. We can have an understanding of influenced opportunities, which will be populated by -- close on revenue that we can tie to this campaign. And of course, we can link landing pages, links, forms and list e-mails as well. This is how we can ensure that thread connecting our assets to the value of opportunities generated.
Further, I can also have a view to engagement metrics, things like e-mail open rates, clicker rates, e-mails delivered, form submitted and it's going down engagement history over time as well. So I can see the most engaged accounts that have been invited to my webinar series.
Now we can keep an eye on all of these things to do with our campaign all in one place, and that's going to take away a lot of manual intervention. And when we think about it, data from third-party sources can also be directly integrated into Salesforce as well, whether that's through API or dedicated connectors via our app exchange, which means you will always have a single source of truth.
So that's what our campaign record captures as it's running. But how did we orchestrate this campaign in the first place? Well, it all starts with segmentation. Here, we're going to build out a segmentation list for our 2024 webinar events audience. And in fact, you can see that we've got a few parameters already defined.
So in order to be put into this event list, our prospects had to satisfy this criteria. They had to have a job title, which contained CMO, COO or CRO. They had to have a particular industry tag, which contained wealth management, and they also had to have a particularly high Einstein Behavior Score, satisfying Einstein Key Account Identification Tier as well as an Einstein Engagement Frequency.
Now these last 3 metrics have something in common. They were all defined by Einstein, our native AI built right into the platform that can automatically define customers who have the right behaviors. Those accounts are with highest likelihoods to convert as well as those who we aren't engaging with, because we, of course, don't want to be stabbing our attendees. Finally, because this list is dynamic, we know that these lists will refresh in real-time as well as automatically, because there's nothing worse than sending an e-mail to the wrong audience.
Next up, let's create some e-mail templates. Here is an example of an event invitation e-mail that we created using our intuitive drag-and-drop buildup. Here, we can create beautifully branded assets without needing to know how to code, whatsoever. On the left, we have options for components such as Buns, HTML blocks for those who can code, image blocks as well as rich text box.
Similarly, we also have layer options for our columns. We can simply drag and drop these components directly into the canvas, and we can then edit at will on a WYSIWYG or "What you see is what you get," like, interface. That's how we built out this e-mail -- event invitation e-mail that you see here.
If you're eagle-eyed, you might also notice that we have these curly brackets or what's known as merged fields. These variable tags will dynamically personalize these e-mails so that when you open them, we can start to just say things like first name, job title, location, interest or even assign account manager dynamically. It's going to look like it's coming from the right sender or right e-mail address, for example.
We can go further. We can dynamically change images, links or calls-to-action to personalize our messaging. And in this way, we can ensure that a single template, can save you time and effort in the long run by accommodating many different audiences.
Let's now jump to our event journey itself. What you have here is called engagement studio. And I like to think of it as our multipurpose automation engine that can send personalized branded e-mails to our audience, and we can also tailor the event for our event attendees, depending on what they do.
Because if you think about it, any market out there probably has a plethora of different platforms and channels that you might want to incorporate into a given journey, but it can be easily disjointed and trying to integrate many different systems can be quite hard.
On the Salesforce, we can do away with silos as well as manual integration. And we can do this through a combination of elements, namely, actions, triggers and rules. And through our extensibility capabilities, what we call external actions and external activities, we can also integrate with third-party platforms to connect to your customers anywhere.
Let's walk through a corporate example. So first, we're going to send out our e-mail invitations to our event attendee list. Then we're going to listen in for engagement. Do they, in fact, register within the 7 days allotted? If not, we might send them a reminder e-mail. And through our integration with paid media like Google, Facebook or LinkedIn advertising, we can try and reengage them, especially they've laxed attention.
Let's just say that now they are going to submit the form, and we can send some confirmation e-mails as well as other business automations like increasing their score and notifying this is the right sales rep. On the day of the event, we can engage SMS via Marketing Cloud Mobile Studio, for instance, to ensure maximum attendance. And then finally, we can listen in for webinar attendance and it can be on ON24 or other providers such as Zoom, GotoWebinar and so on and so forth.
Finally, post event, we might send up a follow-up e-mail, thanking them for coming and even sending them a survey invitation to measure CSAT or NPS. Because all that data will flow back to CRM, we can even see their responses as well and create a task for someone to follow-up.
So whether it's SMS, surveys or, indeed, webinar providers, we can easily incorporate your channels seamlessly into that one journey. And this is what we mean by that qualified handover between marketing and sales.
Now that was a lot. So in order to make sure that only the most relevant prospect engagements filter down to our sales reps, we can have real-time cards like these, service on their phones or desktop filtered by type. Concretely, page views, file downloads, form submissions or e-mail engagements. So across the entire life cycle of lead capture, marketing qualification or simply reengagement, we have that speed to lead for when we want our account reps to reach out, because 76% of leads go to the vendor that responds first after all.
And clicking on this little cloud icon here will take us directly to Lauren Bailey's contact record. Now we're on Ms. Lauren Bailey's contact record. And here, we can understand and pick up the thread once she engages real-time. This is how a sales rep can understand everything Bailey's to know from a Customer 360 perspective. This view captures things like her account, her title, phone number, e-mail, but as well as things like score and grade. A high score means that Lauren is engaging with Cumulus, engaging with their marketing content. And a high grade represents that she fits the ideal customer profile with an A+.
Similarly, on the right, we have a thorough understanding of her engagement history. We sent out a new invitation to the event. She submitted the registration form as well as she visited our priority page view as well. And remember that survey on the left, we also have an understanding of her feedback responses. It looks like she had a really good experience as is looking forward to future educational webinars like [ Karen Mills ].
Let's now put this all together, because at the end of the day, we want to know how our marketing events did. Here is our multi-touch attribution dashboard, and it's here that Cumulus can directly attribute ROI or return on investment to their marketing efforts. By choosing an influence model, for instance, first touch, even touch or last touch, Cumulus can see the impact of their campaigns. Picking the last touch means we're going to attribute all the value of our closed-one opportunities to the last campaign that touched it. And so you can see that across all these campaigns, our event strategy.
In particular, the Cumulus webinar web series that we just created was by far our strongest channel and by our strongest -- by far our strongest campaign. And this can, therefore, justify our marketing strategy for the future. The value of our marketing efforts are therefore plain to see. And as a marketing manager, I can now easily justify budget allocation for the next financial year.
So what you've just seeing in our brief little demo is how an event campaign can be orchestrated. But in reality, this extends to any campaign that you might want to run, because the bread and butter of our platform is always going to be campaign data consolidation, segmentation, asset and journey creation as well as reporting and analytics out-of-the-box. And all this was our dedicated sales and marketing platform, Account Engagement.
Thank you.
Thanks, Andrew. I hope everybody was inspired by that demonstration. And we're going to continue the inspiration over to ON24. So I'm going to hand over to Tim to take you through next-generation webinars.
Awesome. Well, thank you very much, and thank you so much for having me here. It's great to partner with Salesforce on such an incredible event.
So what are we here to talk about today? Well, next-generation webinars, that's my game, and that is where my passion lies. So my wife often jokes that I probably watch too many webinars and more so than Netflix and she's probably true in that statement.
So let's start with a bit of research, and let's address this upfront. But because people are always asking, are people actually watching webinars post-pandemic? And that answer is absolutely yes, they are. We run a benchmark report every single year. Actually, it's coming up. You can see that in a raised, well, section of today's webinar. And it looks at over 400,000 webinars all across the world, looking at key stats to measure engagement and what's happening in this particular space.
So what did we see last year? We saw a 25% increase in the number of engagements and interactions that audience members are having with brands. That is certainly a metric to keep looking at. Marketers against marketer in this space as to how they influence and drive action behind these webinars, how they engage their audiences. The pandemic has taught us a lot, and now we're getting very good at this particular game.
51 minutes is the average viewing time, which is pretty strong. If you think about most marketing channels across there, of course, you've got a physical event, where you spend all day with a particular brand and a company. But if you compare it to the social media tech, your e-mail, your websites, how long do they spend on your -- on those sort of pockets? Webinar is our strong channel for influence when it comes to your customers and when it comes to your prospects.
41% average live attendance, yes. We get that a lot. A lot of people say, well, what about the 60%? How do I reach those? Stay tuned. I've got some tips below as well. But most importantly, we do see a lot of on-demand viewership, particularly in Asia Pacific when we look at this region in general. There's a lot of people that want to consume content in their own time. If you're not thinking about an on-demand strategy, now is the time. These numbers are certainly on the rise.
Now as we think about our audiences, we have got huge just -- when you think about the B2C experiences that we all experience on a daily basis, when we think about what the pandemic forced us to do to, find ways to cut through and get people to spend time with your brand, our audiences' expectations are on the rise and continue to rise. So they -- of course, they want an engaging experience. Of course, they want it to be interactive. They want to feel connected to the brand. They want to feel like it's a safe place to ask questions and get whatever's top of mind addressed then and there.
It's got to be authentic. You've got to be yourself, which we know that. And increasingly, lifting a demand for personalization, again, driven by the B2C world. How do we get smarter with the data that we collect and serve up more relevant offers and content to make sure we're addressing our buyers' concerns.
So what are we going to look at? We're going to look at a few -- a bit around. I watch a lot of webinars, so I take a lot of screenshots. I'm a bit of a visual guy, so I will take you through a bit of a roundup of what I think is good webinar material these days in 2024 and where the bar is heading into the New Year.
So it all really starts with this idea of breaking out of that mindset of what a traditional webinar is. I think too many of us still think of traditional webinars as we're just going to rock out. We've got some content. We get a speaker, away we go. This is now a different game. Of course, you need a great presenter. Of course, you need a great story to tell and something that's going to solve your customers' and prospects' challenges.
But it's also about the experience. And the marketers, they are thinking about this as an experience, not just a webinar or a communication vehicle. It's an experience that they can experience with your brand are the ones that are winning in this day and age.
Now speaking of winning. I wish my clicker was winning today, but I'm going to keep reaching forward and clicking forward. So we're going to showcase a couple of examples here. But it all starts with a memorable visual experience that represents your brand. And here's a great example from a subsidiary of clinical investments actually.
You can see how these examples are. The moment you walk into this webinar, not to dissimilar from today's webinar that you're in today, how visual it is. And there's lots of things that you can do with this experience. You want it to be memorable. Why? So they keep coming back for more, okay.
Particularly in these competitive spaces is, is one of my favorite webinars. We'll talk about this one a little bit later, but this is a great one from Global X. You can see how they're creatively cutting through all the cover that's out there. When you think about our traditional webinar, I'm talking about a couple of slides back, look at this. This is one way to break through and stand out in a sea of sameness, where there's a lot of competitors all showing the same field of information, the same thought leadership, trying to develop the same expertise. This Is one way to stand out from the crowd.
And look at all the creativity that goes into this. I don't know if you can see the finer details. Zoom in if you can't see it. But that's notable. Have a look at all the different vehicles that are available in just a click of a button. Have a look at their little tentpole calendar that they've got next to the monitor that allows you to drop in a Q&A, just a really creative execution, which I absolutely love.
We'll keep switching through, because I've got a lot to show you, but Visa is also doing a really great job in this space. They always connect their webinars, just like they would with their e-mail, the website or whenever there's a campaign refresh or a campaign in market, we dressed the webinars as well to match that look. So not only does this look like a great webinar, but the thing I love most about it is the fact that they're trying to drive towards a next step.
Now this is taking -- thinking one step further than traditional webinars. It's typically, we say, let's rock up. Let's present. Let's engage. We'll take a few questions. Now we're talking about the opportunity to drive that next step. And what does Forrester say? Forrester talks about 20-plus touches in that marketing cycle from that lead-to-revenue process. How do you get them to take that next step with you without having to send you another e-mail or connect on social media? While they're engaged, get them to take that next step.
Talking about next step, sometimes their next step, if appropriate, is to have a sales conversation, right? So thinking about that opportunity at hand, while people are enjoying the experience, learning, being educated about how you can solve some of their problems, think about how you can drive a direct core collection? How do you get appointments live, set, booked right in the webinar. Save yourself save some time.
Why do they have to pick up the phone after your webinar? Of course, we wanted to do that. But why can't we get 10%, 15% of the audience that wants to learn more about your particular product or service? You do that then and there. But I think it's a great way that we can control those conversion rates as well and start booking in some meetings for sales straightaway.
I love the idea of polls, and you've already seen Danielle launch a poll today. I've got a poll as well. I'm a polls guy. Think about it, it's not just about engagement for the audience. This is about collecting strategic information. And some of the best marketers I've worked with are thinking about how can I get the sales team more involved. Danielle mentioned this about the collaboration between marketing and sales. It needs to be a focus.
So why not, with your webinar initiatives, kind of talk to sales team? Think about what are those things that get you excite within a deal that you're talking about? How can I scale that out and get those challenges, those ideas or something from a mass audience? If I can set up 10%, 15% of an audience that has that exact same problem, that will get the sales team committed and certainly following up with your leads in a hurry. If you think about, how can you pose questions through your polls and your surveys that are meaningful for follow-up and meaningful for your sales team.
BT, phenomenal. I love BT, the superannuation company. They run a lot of member-based webinars. I like the way that they think about their experience as a bit of a binging environment. Somewhere they can go to consume, not just the webinar, but also binging other materials that are totally relevant to this topic at hand. So think about this as a way your audiences are going to multitask. I hope you guys aren't multitasking today. If you are, I'm going to give you some of the material that we've got.
But the reality is people are going to be checking their social media. They're going to be on their e-mails. They're going to be distracted, left, front and center. Then get them distracted with you, your content and surround your audience with relevant content, make them learn and get multiple touches around your brand, yes?
One of the most exciting things, and I think this is groundbreaking, okay? Many of you in the audience are probably ON24 customers already, but this is where the next generation comes in. This idea of being able to scale webinars, to me, personalizing the one. And I think the theme around personalization is something that as marketers in the B2B space, we've got a little bit of ground to catch up from the B2C world, but we're heading in the right direction. Now within webinar channels, we can do just that.
Let me just get back there so you can see this example build. Hang on 1 second. So say you're in a webinar, we've got Raj and we've got Keri. Now we've got this ability to segment the audience ahead of time and serve up relevant call to actions and content based on a segment that we define. Raj could be at a later stage in the buying journey with us. Maybe he's interacted with us a few times, gone to events, consumed some materials and ready for a sales conversation. An appropriate call to action might be to take a demo, right?
But Keri on the other hand, maybe this is the first interaction or the first touch that she's had. So this might be a more appropriate action to serve up, hey, come and see our thought leadership hub. The more content they can consume and continue to learn about us.
So I say all that, and I want -- this should land with that last example because there's a lot of innovation, and there's a lot of ways at marketers are thinking about how to shake up their experiences and think more strategically about the output that they can get.
And when I talk about that output, I'm talking about the data, right? Marketers we love data. Data is absolutely pointless without putting to action. And this is where the conversation starts to collide with Salesforce. For those in the audience that are Salesforce customers, this is about taking that next step and thinking, how do I leverage this data, not just the demographic and demographic information that I get from a registration form, but the behavioral data. What did they tell me in that poll, how do they answer a question, what have they elected to give me through a survey, are they consuming a case study, what information have I got that is valuable, that can be integrated, used for marketing or used for sales or other customer-facing sales as well.
So I want to launch a quick poll here. And my question to you guys, a strategic question, is that how many of you in the audience today are integrating their webinar platform and their web engagement data with their marketing automation? I'll be curious to hear from you guys. A simple yes, a no or a I didn't know we could do that. I'll give you a minute just to see if that comes through, and then we'll put through and see some of the results.
[Voting]
Let's push it through. I think that gives us a bit of a sample here. So no, okay, there's a lot of people still stuck in manual processes. That's probably pretty inefficient. There could be very good reasons as to why you haven't integrated. There's 30% of the crowd that said, yes, they're doing that. That's good. And there's a 10% that were brave and said, they didn't know how to do that. So that's awesome. We'll talk soon.
All right. So what do we get? Why am I so excited about the data? I think this is the absolute goal behind webinars. And yes, you want a great brand experience. Yes, you want to educate. But I think the real magic in transforming your webinar effectiveness is actually in the data.
So platforms like ON24, like you're in today, if you're in an audience member like Paula in this example, you can get engagement data and lots of different engagement points of interaction. That's why we have so many different tools that you can engage with. That's all recorded and that can be analyzed for different trends and how we use those data points at a cohort level or as an individual level.
We also look at intensity. So if someone in the webinar today, as an example, wants to learn more about ON24, they can. They want to learn more about Salesforce, they can. And those people that raised their hand will be treated differently from those that don't, right? So this is where it becomes powerful. You start connecting that with your CRM so that sales teams can go, right, here's my webinar leads, I'm going to follow-up with, similar to what Andrew was demonstrating. Which ones are hot, which ones have buying signals, which ones are going to accelerate that speed to lead to drive that effectiveness.
And then from the marketers, of course, we want that in our marketing information platform, right, so that we can continue to personalize, send trigger emails, mainly improve our scoring system based on engagement that we got. Lots and lots of different ideas there, but the trick is it's all in the data. That is the absolute goal.
All right. So it's a simple formula. And I should mention as well that, that data is also available as a prospect engagement profile and it can be integrated within your lead and contact record within Salesforce, which is a really powerful way of getting that data into an actionable format, so that your frontline team, your customer service team, the other phones, "Oh, I can see you have a challenge. I can help you with that," next time they have that conversation.
All right. So the simple formula for success here is do a good job at driving engagement, okay. You have to nail this. Get those interactions. Think about your content, how do you drive different points of interaction throughout the way, drive that Q&A, drive those polls, get people electing and giving information there. You generate a first-party data goal. You draw out those insights, and that's what's going to help you be more effective at driving conversion. Driving pipeline, driving revenue and also understanding your customers, understanding them so that you can help upsell, grow, retain. It's those insights that are very hard to come by.
All right. Now a quick check on time. I've got -- I want to lead and end my section with some very exciting advancements in this space, which is AI. Dani mentioned this before, and everyone's talking about it, saying yes, of course, AI is influencing how we also create digital experiences as well.
So the question I always ask to people is, what do you think is the most valuable post-webinar asset that you could potentially create? Well, the answer is your transcript. That sounds a bit boring, doesn't it? But it is. The transcript is absolutely gold.
So technology platforms like ON24 layer automatically create the transcripts. And with those transcripts, there are some pretty cool things. So this idea of running a live webinar, converting it to an automatic transcript, now having the ability to leverage AI within the platform to [indiscernible], blogs, long-format content, also then you got the multichannel campaign.
People are starting to run webinars first, and they don't have to do all the work at the back end. They have to start -- usually, they'd have to create this content, right? Someone would have to listen, listen in, write some notes on what the webinar was about and turn it out into a blog or some other material. Now AI can do the heavy lifting. So I think that's really exciting. We're seeing a lot of success in this space.
We're also seeing AI come into the audience interaction element and really helping us drive more value out of when audiences engage, it gives us an ability to draw out key moments. So the technology that we have here is looking at what are those key moments within a webinar, where are people asking questions, where are they giving emojis. I've seen a lot of them today, so this is going to be a tough job for AI.
But how do we take those emojis, those questions, those interactions and turn those into key moments, so we know exactly when, in that presentation that we did, were the key moment of excitement, that energy that we've captured. Do a good job of that and we can automatically produce in video clips, which is pretty cool. I see a few emojis there. Thank you very much.
So I think that's awesome. Being able to produce these automated video clips that you can use for your on-demand strategy. You can think about the customer. You can tweak them. You can put your brand logos, your colors, your [ skipped column ]. These are key video reels they can use and send across, like, Salesforce. You can put them on your website and social media, wherever they have a home. It's a great way to drive short-form interest into a longer-form content base.
We're going to take that one step further, and I'll leave you with this final thought before we move into our next segment today. Is this idea of taking those key moments video clips and using it to automatically produce what we're calling a merge page. Marketers, again, are very excited about this, because remember that stat at the front of the webinar, 41% of live attendance, what about the other 60%? What do we do with them?
Well, why don't we offer the multichannel content, enable a blog that's just a summary of what we just presented. Why don't we just send them some of the highlights, the best fit for the webinar in a digestible, snackable format. And this is what these merger pages are designed to do, the executive summary for the executive or for the no-shows that never comes to your webinar. So I think that's a phenomenal advancement in this space and really, really exciting.
So I will leave you with the final thoughts, and I will wrap up. What I think the next generation of webinars have to be to win in this space, particularly in this region. One, they've got to be unique brand experiences; two, multi-touch binging zones; three, of course, engaging and interactive. I hope today has been that way. Of course, they're going to be purposed for what you guys did with the data and what you're going to do with it, how can you action that data. Don't collect it for the sake of it. Personalized, okay, some of those personalized offers and personalize them for the one instead of just the many and use AI, creative smart ways to drive those efficiencies. We've both mentioned this today, and there's a lot of technology out there to do it, ON24 is one of them.
So I hope you picked up some inspiration. I'm certainly really excited about the journey ahead in this space. And stay tuned, we've got more coming. So at this point, I'll bring it back to Dani, who will introduce the next segment.
Thanks, Tim. I hope everyone is as excited as I am. How cool is AI. And I can see by all the emojis coming up on the screen that everybody is just as excited. So we're going to move into our next agenda, which is interviewing the lovely Stef next to me. I've had the pleasure of working with Stef for around 1.5 years now, maybe. And they are doing so many cool things and that's why we brought her in today.
She is the absolute queen, when it comes to innovating in the financial services space. So I'm going to start off this panel session with, can you give an introduction to yourself, a little bit about your role and what Global X does?
Absolutely. Thank you, Dani, and thank you, Tim, it's great to be here. Hello to everyone online. So a bit about myself. I'm Stefania. I'm the Marketing Optimization Manager at Global X. So essentially, I'm responsible for driving our optimization practices across our marketing strategy and our campaigns. I also manage our Salesforce CRM and a big part of my role is also integrating the sales and marketing activities.
So a little bit about Global X. As you can see on the screen, we are a leading provider of exchange traded funds. We're currently managing over $6 billion in assets under management. That's across 35 ETF strategies with the growing team in Sydney, Melbourne and Brisbane. We're also part of an array asset financial group, which is a global industry leader. And we actually have quite a lot of ETFs that covers thematic growth, to digital assets, core commodities and more.
Amazing. Can you tell us a little bit about your marketing strategy?
Sure. So our marketing strategy in a nutshell, I would summarize it as its best about our brand positioning, so having a strong brand identity and story positioned consistently across all the channels that we use. It's about delivering best-in-class content and research. And that's to drive product consideration amongst our key audiences. It's also about kind of best experiences and data-driven campaigns that are running optimized, so efficient and effective.
We currently use a wide mix of channels to reach our audiences. So it's truly a multichannel approach, but something we're focusing on right now is moving towards an omni-channel approach. So really trying to engage with our key audiences wherever they're engaging.
It's awesome. What would you say is your marketing North Star? It's such an American thing, but I'm going to use it anyway. But your marketing North Star, what defines success in the marketing world over there?
So at Global X, we have a deep commitment to offering investors something beyond ordinary. That is our tagline. So what that means is through our product offerings, it's through our content and our research and it's through our people. So that's essentially our North Star.
And in terms of success, the year ahead, we're really looking to grow our market share. So we're looking to integrate our sales and marketing activities, so we can achieve this, to increase our brand awareness, find new clients, retain our existing clients. And once again, run those optimized campaigns.
Yes. It's a big raiment that we've got to do it all, right? That's awesome. So selfishly, I'm going to bring this back to the webinar. Because you guys are doing a phenomenal job, so great in fact, that you picked up an award last year at our famous Webinars That Rock. If you haven't seen that, watch that. Your webinar's been dissected, and you pulled it all apart. And really showed what was great that's only from you, right?
This is -- you're working in a competitive space. You're standing and you're doing some phenomenal things in the digital experience landscape. What does it take to cut through? And how do you think -- I mean, I showed an example before, which I thought was really cool. But I want to hear from you. What does it take then?
Thank you. Yes. The slide turn up earlier was one of our webinars, which is discussing the opportunities in India for professional investors. And believe it or not, it did win a Webinar That Rocked Awards. So that may come as a surprise to some of the audience members that financial services can do that, but we did it.
Absolutely, you can.
So how we got there, so we ran a few webinars and we actually noticed that our engagement scores were really low. So we did have good feedback on the content itself, but we identified those an opportunity to make the whole experience more engaging.
So what we did is we input tactical features that would really encourage the audience to participate. So it's things like polling, things like Q&A panel as well as content pieces. So essentially, what we were trying to do is guide the audience's focus with compelling content, but also tools in which they could share their views and participate.
We really wanted the console to act as an one-stop shop. And really something -- I think you mentioned this earlier, but something that they wouldn't minimize. So we wanted to keep them engaged there.
Further to that, we have an amazing design team. So they helped craft this bespoke console, which is really unique and engaging, quite exciting. So it's not what you'd expect typically when you go into a finance webinar. So that's some of the ways in which we shape the experience. We also, at the time of registration, captured questions and comments, and that allowed us to help, I guess, shape the content of the presentation to ensure we're really addressing the items of interest to the audience.
Yes. Yes, that's one way to absolutely hit home and know that your content's going to nail that mark. But I can see where you're -- the optimization is over there. Speaking of the data and seeing how you've improved; I love that mindset that you've taken through this program to just don't be comfortable with the status quo. You trying to innovate key competition is clear with some of the executions you have that's come through.
So you and I spoke about this a bit at the start of my presentation, that marketing is literally -- there are so many channels now and you are really optimizing, load the channels. You've got that omnichannel approach that you just spoke about. You're obviously using ON24. You're utilizing Account Engagement and Salesforce and you're utilizing ad -- many other platforms. How are you integrating all of this data in and getting that single unified view of the customer?
Yes. So that is a challenge, and I'm sure many of the audience in attendance can attest to that. That data often sits in various sources that are siloed. So aggregating it, typically, is quite a manual tedious process. But one way in which we've achieve a more unified view of our database is by the example of webinars we've integrated the platform itself. And that has just been a massive thing for us.
There's been efficiencies across the team from registration to attendance reporting, having that seamlessly thrown to us there and ecosystem has been a real efficiency for us. But importantly, what we get now is that seamless world data that is capturing rich analytics on webinar engagement at the prospect level in our Salesforce CRM, so that sale users, marketing users can view our prospect, understand their interest, their intent and really tailor the conversation they have with them.
So it's essentially having the right content at the right time to provide information. So that's been a win for us. But also on the marketing side, we've been able to leverage the benchmarking data that ON24 provides. And also our performance metrics, to understand how we're performing and continually optimize the structure.
I love that. That is, like, the most perfect answer ever. And just to finish up, because I know -- conscious of time and everybody on the line, looking forward into the year that is 2024, what's next on the horizon? What initiatives have you got on the agenda? Anything that we've discussed today, such as AI and things like that?
Yes. Sure. So the year ahead, I think I alluded to this earlier. But we're really looking to grow, so increase our market share. So if you're acquiring clients, you need to be creative. And I'm really looking forward to the new innovative products that you'll be launching this year as well as the campaigns that we will be running to support that.
We do actually have a big focus on our digital strategy. So we're investing heavily in technology, data and digital. We really see -- we really believe that if the investor will uncover many opportunities to grow from success. When it comes to AI, we absolutely believe in the transformative potential of AI. It's actually a theme that we offer expressly through one of our ETFs we've taken over.
So we're absolutely backing it and we're integrating it into our strategies. I think it was Q4 last year that we operated our part or instance, so we're now using events, which allows us to use those Einstein AI features that were presented today.
Ones that I'm particularly excited about is send-time optimization, the saturation signals and importantly, the multi-touch campaign attribution reporting. That's really, really useful for us.
And lastly, I'd say, through our other digital partners, we're also leveraging AI, and that's to help us continually get to that place of having a unified view of our customers.
To what -- what we mentioned earlier, move away from that demand generation or spray-and-pray approach that you told me about before. I've adopted that phrase. But essentially get more strategic and have an account prioritization and contact prioritization approach so that we're reaching right people at the right time.
Amazing. And this is why we brought Stef in today, because it's just so cool to see an industry that is very much known for being quite far behind the curve innovate so much, win webinars that have rocked, adopting all of these amazing marketing initiatives and really needed a whole marketing industry.
I hope everybody on the line is inspired, which as I am talking to Stef every day, and I'm sure, Tim, you are as well. I absolutely love it. And I don't know if have time for live questions.
There's probably too many to choose from, but I think my commitment is always to look at through these questions. And if you have any from there, absolutely reach out. And if it's any of those that are addressed to me, and I'm sure Dani and Stef will do the same.
Yes, 100%. Thank you, everybody, from the -- that's still on the line. I can see all the emojis on at the moment. So it's great to see that everyone is still engaged. And on that, thank you so much for taking an hour out of your day. I hope it was really useful and effective. I hope you've taken something away from today. Thank you.
And thank you, Tim and Stef as well for joining us today.
Thanks, guys. See you soon.
