Why The Cross-Channel Campaign Is The Future Of Brand Positioning With Tessa Barron From On24 [AMP 159]
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- ON24: Create and deliver Webinar campaigns and curate bingeable content to drive demand and revenue
- What is marketing? Driving profitable customer action starting with engagement
- Backend Obsession: Lack of frontend technology for marketers to create products and experiences
- Find creative ways to connect with and engage your customers’ emotions
- Orchestrated vs. Random Acts of Engagement: Don’t create something for the sake of creating it; identify purpose and insight that solves customers’ problems
- Future of Marketing: Integrated demand-gen, product, and customer marketing creates brand experience
- Marketing Strategy: Organization and planning are key tactics; document cross-channel roadmap so team members know what they’re doing is important
- Experience is Everywhere: ON24’s upcoming campaign tagline
- Fragmented Digital World: Allow customers to make sense of brand message
- Build on, not Rebuild: ON24 evolves beyond Webinars, while retaining heritage
- ON24
- Content Marketing World
- Joe Pulizzi
- Seth Godin
- Adobe Creative Suite
- WordPress
- New CoSchedule Marketing Suite
- “Most of the innovation happening in marketing today, your customer will never see.”
- “Everything we do is a brand experience.”
- "Once you start to see how much easier things get when it is integrated, you kind of feel stupid for not doing it that way."
- “When you’re trying to get a message across in a digital world, if your message is fragmented, you will not win.”
Why The Cross-Channel Campaign Is The Future Of Brand Positioning With Tessa Barron From On24
Click To TweetTranscript:
Nathan: Imagine this scenario. Your company has four target industries, you've got seven verticals that layer across all of those, you've got five business regions, four personas who engage in your buying process, and five business units to support from a marketing perspective. Without hundreds of marketers quite literally, it's going to be impossible to do all that well. It's going to be impossible to quantify the results that you are producing. In short, focusing on too much can actually mean that you're not focused at all. It can mean you're spreading yourself and your resources way too thin to be effective. What could be a healthy alternative to this? Could it be as simple as a singular brand message that you support as a collective unified marketing team and simply reiterate that message in every channel? If it is that simple, I want to know about it. That's why we're chatting with Tessa Barron today on the Actionable Marketing Podcast. Tessa is the senior director of marketing at ON24. Now, that scenario I described might not be as complex at your organization. Trust me. It's been one that I've lived in a previous corporate marketing life and in that position, I wish I had heard some of this advice that you're about to hear from Tessa. You're going to learn why cross-channel campaigns are more effective than multichannel communication. Tessa opens the pages into her marketing strategy at ON24 to show you how to unite a marketing department under a single umbrella, breaking down silos, and giving every marketer a single focus to help them come together as a unified team. I'm Nathan from CoSchedule, and now without further ado, it's time to get AMPed with Tessa. Hey Tessa. Thank you for being on the show today. Tessa: Thanks Nathan. I'm super excited to be here. Nathan: We are very excited to have you. I know you and I had met up at Content Marketing World, so talk about the power of connections there. Tessa: I love it. It's offline-online convergence. Our story is a great metaphor for what a good marketing should be today, so love that we're coming full circle. Nathan: Exactly. Talk about two digital companies selling mainly software. Maybe a good transition actually, can you tell me a little bit about ON24? Tessa: Sure. We're actually on a mission to help marketers make those same kind of intimate connections and have that same kind of engagement that you would in the physical world, but in the digital world through awesome experiences, mainly via webinars. We're also extending beyond just the webinar and giving marketers solutions to deliver interactive content and multimedia experiences, that can be personalized and curate that content so it's always on, bingeable content hub. At the core, we help marketers create and deliver awesome webinars and treat them like a campaign versus a one-off event and make sure to maximize that value to ultimately drive demand and revenue. I guess at the end of the day, that’s why we're all here. I think, Nathan, I feel like CoSchedule could probably tell a similar story with your solution, too. Nathan: Yeah, definitely. I always go back to this quip that I think Joe Pulizzi can be credited with, marketing is about driving comfortable customer action. It seems like a lot of times it should begin with engagement of some kind. Tessa: Yeah and ultimately give your customers something different. I think it's interesting because a lot of marketing technology and so much about marketing is about the back-end and it's about operationalizing or automating. There's not a whole lot of technologies centered on the front end and enabling marketers to create products, to create experiences. There is Adobe Creative Suite, you could do design, there's Wordpress, and then beyond that, most of the innovation happening in marketing today, your customer will never see.
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