Key Takeaways: Discoverability on OD - English - oct 4 - Subhani - Test

Executive Summary

B2B marketers should center 2023 planning on digital engagement, personalization, and first-party data, as audiences increasingly prefer virtual and on-demand experiences and expect more relevant interactions. ON24 recommended a four-step approach: analyze prior program performance across webinars, content hubs, forums, and live events; plan scalable execution using templates, streamlined registration, email automation, and accessibility features; create richer experiences with interactive tools, personalized content, dynamic CTAs, surveys, chat, and roundtables; and use engagement data to drive faster, more relevant sales follow-up. By connecting prospect- and account-level insights across experiences, marketing and sales teams can improve nurturing, identify high-intent buyers, increase conversion to pipeline, accelerate deal cycles, and support revenue growth.

Speakers

Tessa Grefenstette, Associate Director, Search & Evolution
Jason Moore, Director of Engineering
Subhani Singh, Associate Director, Search & Evolution Associate Director, Search & Evolution Associate Director, Search & Evolution Associate Director, Search & Evolution, International Center for Artificial Intelligence Research, Innovation and Enterprise Solutions WorldwideX International Center for Artificial Intelligence Research, Innovation and Enterprise Solutions WorldwideX abc

Key Takeaways

1. Digital Engagement Demand: B2B audiences increasingly prefer digital engagement, with 70% wanting on-demand, virtual or hybrid experiences and 83% wanting more personalization.

2. First-Party Insights: Marketers should use first-party engagement data across webinars, content hubs and virtual events to identify top-performing content, channels, speakers and audience segments.

3. Execution Efficiency Gains: Teams can improve execution efficiency by reusing webinar templates, streamlining email notifications, enabling one-click registration and adding captions in 25+ languages.

4. Personalized Audience Experiences: Personalized experiences such as dynamic logos, persona-based content, tailored messaging and interactive CTAs can increase relevance and drive deeper audience engagement.

5. Engagement-Driven Sales: Sales teams should use prospect-level engagement signals—such as questions asked, content viewed, surveys completed and demo requests—to prioritize follow-up and accelerate pipeline conversion.

Key Quote

It's not just about running another webinar about executing a live event or managing a content portal or a hub. It's about creating an end to end digital engagement strategy informed and optimized by your first party data and insights.

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FAQs: Discoverability on OD - English - oct 4 - Subhani - Test

Frequently Asked Questions

Discoverability on OD - English - oct 4 - Subhani - Test

Audience Expectations and Marketing Priorities

What do audiences expect from virtual experiences in 2023?

Audiences increasingly prefer virtual, on-demand, and hybrid experiences. The webinar highlighted that 70% of surveyed audiences want to consume experiences through on-demand virtual formats or a combination of virtual and hybrid options. This creates an opportunity for sales and marketing teams to build programs that are flexible, accessible, and available beyond a single live event.

Why is personalization important for audience Ehub?

Personalization helps make brand glossary item experiences more relevant to each audience member. The webinar noted that more than 83% of surveyed audiences want more personalization, and 65% expect somewhat or highly personalized experiences. Examples include showing company logos, tailoring content by persona, and recommending relevant follow-up content based on audience behavior.

Why should marketers focus on first-party data?

First-party data helps marketers understand how audiences interact with webinars, content hubs, and events. It can show what topics people care about, which content performs best, and when someone may be ready for sales follow-up. This data can improve lead conversion, customer retention, and the quality of sales conversations.

Analyzing Program Performance

What metrics should marketers review when analyzing webinar performance?

Marketers should review metrics such as total webinars run, total leads captured, unique attendance, attendance-to-lead conversion, average webinar Ehub, total Ehub time, registration sources, and presenter performance. These insights can help identify which topics, formats, and speakers drove the strongest results.

How can marketers use past webinar data to improve next year’s strategy?

Past webinar data can reveal which event types, content themes, products, and speakers resonated most with audiences. For example, if on-demand webinars performed better than live-only sessions, marketers can prioritize on-demand promotion and build more evergreen content into their strategy.

How can content hub performance guide future content planning?

Content hub analytics can show unique visitors, content views, page views, category performance, registration sources, and subscription email activity. Marketers can use this information to identify which content categories attract the most interest and then curate or create more content around those topics.

How can individual audience insights improve nurture and follow-up?

Individual prospect profiles can show a person’s content journey, business interests, and Ehub across multiple experiences. This helps marketing teams personalize nurture paths and gives sales teams context for more relevant follow-up conversations.

Planning Efficient and Consistent Programs

How can teams save time when building webinar programs?

Teams can save time by reusing webinar templates with consistent branding, colors, fonts, and Elite Elite console rohit sir rohit sir structure. Templates provide a reliable starting point and support consistency across teams, regions, and programs.

How should marketers plan webinar email communications?

Marketers should use preset email notifications and calendar alerts as a foundation, then customize them based on audience needs, webinar goals, and previous performance. Reminder emails, confirmation messages, and follow-up emails should work together to improve attendance and post-event action.

How can registration be made easier for audiences?

Seamless registration can reduce friction by allowing people to register in one click. This can help improve registration rates and support stronger attendance. The webinar referenced a 55% registration-to-attendee conversion benchmark as a useful goal to meet or exceed.

Why should accessibility be part of webinar planning?

Accessibility helps reach broader and more global audiences. Captioning, including support for multiple languages, can make webinar content easier to consume. Teams can also review and edit captions to improve accuracy, especially for commonly miscaptioned words.

Creating More Engaging Experiences

What types of Ehub tools can make webinars more interactive?

Interactive tools can include Q&A, attendee chat, polls, surveys, reactions, calls to action, meeting booking, demo requests, free trial offers, and content downloads. These tools give audiences multiple ways to participate and help marketers identify stronger buying signals.

How can calls to action improve webinar outcomes?

Calls to action help turn audience interest into measurable next steps. Examples include requesting a demo, booking a meeting, downloading related content, registering for another event, or starting a free trial. These actions can indicate when someone is ready for sales follow-up.

How can BR support deeper audience interaction?

BR can be used after a webinar for smaller, face-to-face conversations with speakers, product experts, or peers. They are useful for product launch discussions, Q&A sessions, networking, and more focused conversations that extend Ehub beyond the main presentation.

How can surveys and polls improve audience understanding?

Surveys and polls collect direct feedback from attendees and help marketers understand preferences, interests, challenges, and intent. This information can be used to refine future content, personalize follow-up, and provide sales teams with more meaningful context.

Personalizing Content Experiences

How can content hubs be personalized for different audiences?

Content hubs can be personalized by displaying company logos, customizing messages, and showing content categories based on visitor personas or profile data. For example, visitors in marketing can see marketing-related assets first, while sales visitors can see content tailored to their role.

How can gated content support lead capture?

Gated content allows marketers to collect registration information before granting access to high-value assets. This helps identify interested prospects and can feed useful information into nurture campaigns and sales follow-up.

Why should marketers enable content subscriptions?

Subscriptions allow visitors to indicate topics they care about and receive updates when relevant content is available. This encourages repeat visits, supports ongoing nurture, and helps marketers better understand audience interests.

How can personalized content improve outbound campaigns?

Personalized content can make outbound experiences more relevant by showing or prioritizing assets based on registration data, persona, role, or interest. For example, a single experience can serve different content to finance, HR, marketing, or IT audiences based on who is visiting.

Sales Follow-Up and Revenue Impact

How can audience behavior help sales teams prioritize follow-up?

Audience behavior can reveal stronger buying signals, such as asking questions, downloading content, booking a meeting, requesting a demo, or signing up for a free trial. These actions help sales teams identify who may be ready for a conversation and what topic to discuss.

What information can make sales conversations more relevant?

Sales teams can use individual-level insights such as questions asked, content viewed, sessions attended, survey responses, and calls to action clicked. Instead of simply mentioning attendance, sellers can discuss the specific interests or needs shown by the prospect’s behavior.

How can brand glossary item Ehub programs contribute to pipeline growth?

When brand glossary item programs are interactive and data-driven, they can generate higher-quality first-party insights, improve lead prioritization, and support more timely sales follow-up. This can help increase conversion to pipeline, accelerate deal cycles, and make sales teams more productive.

Recommended Actions for 2023 Planning

What are the key steps marketers should take to prepare for 2023 programs?

Marketers should start by analyzing past performance, then plan scalable programs, create interactive and personalized experiences, and build strong follow-up motions. This approach helps teams save time, increase audience Ehub, and improve marketing and sales results.

How should marketers decide which experience format to use?

Marketers should choose formats based on audience needs and program goals. Webinars work well for broad education and lead generation, smaller discussion formats support deeper interaction, content hubs help with always-on nurture, and multi-session events are useful for larger live programs.

What should marketers prioritize when building future audience experiences?

Marketers should put the audience at the center by offering flexible access, relevant content, interactive tools, personalized journeys, and clear next steps. The goal is to let prospects engage in the way that best fits their interests while capturing useful insights for marketing and sales.

Blog: Turning Digital Engagement Data Into Higher-Performing B2B Campaigns

Digital engagement is now a core growth engine for B2B organizations, shaping how buyers research solutions, evaluate vendors, and move through complex decision-making journeys. Today’s buyers expect virtual, on-demand, and hybrid experiences that are relevant, accessible, and aligned with their interests, whether they are joining a live event, exploring a content hub, participating in a focused discussion, or engaging with a personalized landing page.

For marketing teams, this shift creates a clear mandate: digital programs must do more than deliver content. They need to capture attention, encourage participation, and generate first-party engagement data that reveals buyer intent. When connected across campaigns and channels, these signals help marketers personalize experiences, prioritize follow-up, and give sales teams the context they need to engage more effectively.

As markets move faster and budgets face closer scrutiny, higher-performing B2B campaigns depend on the ability to turn engagement data into action. The organizations that gain an advantage will be those that connect digital engagement strategy, personalization, and data-driven execution into a repeatable operating model that improves conversion, pipeline velocity, and revenue outcomes.

Building a Data-Driven Digital Engagement Strategy

A strong digital engagement strategy starts with analysis. Before building new campaigns, marketers need a clear view of what worked across prior programs. That requires looking beyond surface-level metrics such as registrations and attendance to deeper engagement indicators, including unique attendees, viewing time, questions asked, poll responses, content viewed, conversion trends, registration sources, and account-level activity.

These insights help teams understand which topics created meaningful buyer interest, which formats performed best, which channels delivered higher-quality registrants, and which speakers or content types drove stronger engagement. If on-demand experiences consistently outperform live attendance for a specific audience segment, that insight should shape promotional strategy, content packaging, and follow-up. If a product category attracts high engagement from target accounts, it can become a priority for nurture, sales enablement, and pipeline acceleration. With the right analysis, digital programs become more than isolated campaigns. They become an intelligence engine that supports acquisition, retention, and expansion.

Clear performance data also makes planning more strategic and scalable. B2B marketing teams often manage a high volume of activity across campaigns, regional programs, product launches, customer education tracks, and sales enablement initiatives. Without standardized planning, teams lose time rebuilding assets, recreating workflows, and manually coordinating communications.

Templates, repeatable program structures, consistent branding, preconfigured page layouts, and centralized email notification workflows improve operational efficiency. The goal is not to make every experience the same. It is to create a reliable foundation that teams can adapt based on audience needs, business priorities, and program goals.

Frictionless registration plays a critical role in this process. Every extra step in the registration journey creates another opportunity for drop-off. One-click or simplified registration helps convert interest into attendance more effectively. Calendar reminders, confirmation emails, reminder sequences, and post-event communications should be planned as part of the full audience journey, rather than handled as administrative tasks. When execution is streamlined, marketers can focus more on message relevance, audience segmentation, and performance optimization.

Stronger engagement comes from designing experiences around participation, not passive viewing. B2B buyers do not want generic digital content that treats every attendee the same. They expect experiences that reflect their role, industry, business priorities, and stage in the buying journey.

Interactive tools such as polls, Q&A, surveys, chat, content recommendations, calls to action, and discussion-based formats give audiences more ways to engage and signal intent. These interactions also create behavioral data that can be used to personalize follow-up. A prospect who asks multiple technical questions, downloads a product-specific asset, and responds to a buying-stage poll should not receive the same follow-up as an attendee who watches only a few minutes of a high-level thought leadership session.

Accessibility should be part of the experience strategy from the start. Captioning, language options, and easy-to-navigate pages help organizations reach broader audiences and improve engagement quality. In global B2B markets, inclusive digital experience design is not only a compliance consideration. It is a business advantage.

The audience environment also has a direct impact on engagement quality. The way a webinar, content hub, or digital event is designed influences whether attendees passively consume content or actively participate. Branding, personalization, and interactive features should be tied to specific outcomes.

Displaying a visitor’s company logo or tailoring messages based on registration data can make the experience feel more relevant and credible from the first interaction. Engagement tools such as polls, surveys, Q&A, attendee chat, reaction buttons, demo requests, meeting booking links, and free trial calls to action turn participation into measurable buying signals. These features give prospects multiple ways to raise their hand, whether they are asking a product question, responding to a survey, downloading a resource, or requesting a sales conversation. For marketers, this shifts digital events from one-way communication channels into conversion-focused experiences with a clearer view of buyer interest.

Interactive formats are becoming more important as B2B buyers look for useful conversations, not only polished presentations. Small-group discussions, face-to-face roundtables, networking sessions, and breakout rooms create more direct engagement between prospects, customers, speakers, and subject matter experts.

These formats are especially valuable after product launches, executive briefings, customer education sessions, and industry discussions, where attendees may want to ask deeper questions or connect with peers. Moderator controls, such as pinning a specific speaker or spotlighting an attendee, help keep conversations focused and ensure important voices remain visible.

For larger programs, multi-session and multi-day digital events allow teams to create immersive experiences with agendas, sponsor areas, live chat, session favoriting, networking, and personalized schedules. The objective is not simply to increase attendance. It is to create an event architecture that lets audiences choose their own path while generating data that shows what they care about most.

The value of digital engagement should continue long after a live experience ends. Content hubs, resource centers, and personalized destination pages help marketers keep the conversation going with prospects and customers. By organizing live and on-demand webinars, videos, reports, and related assets into a centralized engagement hub, teams can support ongoing nurture and inbound lead generation.

Personalization makes these hubs more effective. Categories and content can be adapted based on persona, role, industry, or registration data, allowing marketing teams to show different assets to visitors in marketing, sales, finance, HR, IT, and other functions. High-value content can be gated where appropriate, while seamless registration can reduce friction for known visitors. Subscription options help audiences self-identify topics of interest, giving marketers a stronger foundation for nurture campaigns.

Operational capabilities also matter. Bulk upload, cookie preference management, bot protection, and consistent branding controls help teams manage content at scale while protecting data quality and user trust.

The most important outcome of a digital engagement strategy is the first-party data it creates. Every question asked, poll answered, asset downloaded, meeting booked, session favorited, and CTA clicked helps marketing and sales understand buyer intent at the individual, account, and audience level.

This data improves the quality of sales follow-up. Instead of opening with generic outreach such as “I saw you attended,” sales teams can reference specific interests, questions, content interactions, or readiness signals. A prospect who asked about implementation timelines needs a different conversation than someone who downloaded an introductory guide. An account with multiple stakeholders engaging across several sessions may signal active buying committee activity.

These insights help sales teams prioritize the right accounts, prepare more relevant conversations, and continue nurturing prospects based on where they are in the buying journey. When digital engagement data is connected to sales action, organizations can improve conversion rates, accelerate deal cycles, and make sales teams more productive.

B2B audiences are giving marketers clear signals about what they expect: relevant content, interactive experiences, control over their journey, and timely follow-up when they show intent. Meeting that expectation requires a connected digital engagement strategy that brings webinars, virtual events, content hubs, landing pages, and small-group discussions into one cohesive buyer journey.

The value of these programs comes from turning engagement into action. A unified prospect engagement profile helps marketing, sales, and customer teams understand what each prospect or customer cares about, how they interact across channels, and which next step is most relevant. Marketing can use these insights to improve segmentation, nurture streams, and content recommendations. Sales can prioritize outreach and lead conversations with more context. Customer teams can identify interests that support retention, renewal, and expansion opportunities.

The strongest B2B organizations treat engagement data as a shared revenue asset, not a marketing-only report. By combining personalization, interactivity, content accessibility, and analytics, teams can create better buyer experiences, generate richer first-party data, identify high-intent accounts, and drive measurable business outcomes.