33. Webinar History at Dropbox
• No webinar program 1 ½ years ago
• Why webinars?
• Webinars at Dropbox
34. Webinar History at Dropbox
Today, Dropbox uses webinars for
all stages of the sales funnel
Awareness
Lead Generation
Lead Nurturing
Conversion
35. Initial Challenges
• Marketing Resources
• Infrastructure (i.e., GoToWebinar)
• Lots of pain points
• “Ability to scale” was an issue
36. New Webinar Selection Criteria
Needed “Webinar Platform Designed For Marketing”
Ability to support large # of registrants/attendees
Marketo integration
Comprehensive attendee engagement score
Multi licenses for internationalization
Recorded videos
Ability to use different media (videos, webcam)
37. Game Changer – ON24
ON24 was the clear winner
* Selected ON24 over BrightTalk, Adobe, and ReadyTalk
38. How Dropbox uses Marketo & ON24
• Multiple channels for webinar promotion
• Track and evaluate performance in Marketo
• Viewer data transferred & mapped by ON24 into Marketo
• Integration streamlines process of identifying leads in Marketo
• Lead nurturing and scoring
39. Results
• Webinars are one of our top Mid Market lead generators
• More higher-quality leads
• Happier sales team
• Higher lead conversion
• Increased revenue
Now let’s talk about the delivery of this content to the viewer and the ability to engage the audience with ON24’s unique webcasting platform 10 viewing experience.
As the user enters your webinar they:
- see a fully branded experience as you designed it
- are able to control the look and feel of the presentation; moving, sizing and interacting with the included widgets
- viewers can ask questions, respond to polls, and participate using social media and collaboration widgets
- and they have access to related content and media that increases the number of touches and helps to further qualify leads