VP, Marketing, Splash
The foremost question at the ongoing Webinar World’18 is -‘How to put the personal back in marketing,’ – with a focus on how to build context-based campaigns and deliver events that put the customer first and foster authentic engagement between the audience and the brand. In the run-up to the event, we spoke to martech thought leaders speaking at the event. We spoke to Amy Holtzman, VP, Marketing, Splash, to understand How Splash leverages webinars for client interactions and demand generation.
Tell us about your role at Splash and the marketing technologies you and your team use.
I oversee marketing at Splash, which breaks down to brand, demand generation, content, product marketing, and customer marketing. Our core technologies include Splash (events, landing pages, email promotions), ON24 (webinars), Marketo (marketing automation), Salesforce (CRM), Google Analytics (website metrics) and we’ve recently added BrightFunnel (multi-touch attribution) and Guru (knowledge management/sales enablement)
What brings you to ON24 Webinar World 2018?
The caliber of attendees and quality of content!!!
I came last year and was so impressed by both that I wanted to come back and bring more people from my team.
Why do you see webinars as a key component of a modern CMO’s martech stack?
It’s hard to touch everyone through face-to-face and/or 1-to-1 interactions, which are what move the needle best for us. Webinars are the next best thing. Because of this, they are a key component of both our demand strategy as well as our client education initiatives.
How should a B2B marketer better leverage webinar marketing tools for effective lead generation?
Webinars are great at the very top of the funnel for net-new demand gen, especially if you align them with a good media partner or other paid campaigns. They are also incredibly effective mid-funnel to keep your prospects engaged and educated throughout their buying journey.
At Splash, how do you leverage data from your webinar marketing campaigns?
On the demand generation side, webinar data helps us understand the interests and intentions of our prospects and helps us prioritize highly engaged contacts for follow-up. On the customer education side, it helps us understand knowledge gaps, product/feature interest/adoption, and our most loyal/active users.
Thanks for chatting with us, Amy.
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