Research Director APAC, SiriusDecisions
The Sydney chapter of the ON24 Webinar World 2018 will feature info-packed sessions from marketing leaders, top brands, and ON24’s own digital marketing experts. Paul Dolan, Research Director APAC, SiriusDecisions, spoke to us about the importance of webinars as marketing tools and his expectations from the event.
Tell us about your journey into the tech industry. How is martech and sales tech industry different today than when you first started here?
I was challenged when managing a telemarketing operation in Sydney in the late 1990’s by how little knowledge we had about our member’s and their engagement with us. I ended up designing a basic CRM with a developer to start to address this knowledge gap. This lead me to taking a diploma in e-commerce and an interest for martech. Martech and salestech have changed dramatically since then. There are hundreds of options available now. Sales and marketing leaders are really challenged to select the right technology to help enable their strategy.
At Sydney ON24 Webinar World 2018, how do you intend to foster authentic engagement between your customers and the brand?
By sharing insights on a recent buyer survey we conducted at SiriusDecisions, that will hopefully benefit sales and marketing leaders in their approach to engaging their buyers and customers.
What are your expectations and likely key takeaways from the ON24 Webinar World 2018? Who are you huddling with at the event?
It will be great to network with a group of like-minded peers. We don’t have enough opportunities to do this in the B2B marketing world in Asia.
How should a B2B marketer better leverage webinar marketing tools for effective lead generation?
Webinar marketing tools are a great asset to use when engaging with your buyers. Think about how, when and the most appropriate content to promote in a webinar for each of the different personas involved in the buying process at each stage of the buyer’s journey.
How do you measure your Sales Fitness at SiriusDecisions?
SFDC is the single version of the truth.
How do you leverage webinar marketing tools to engage with your online audience?
Leveraging webinars to promote new research written by SiriusDecisons and fostering stronger engagement with existing customers and winning new clients is a key marketing tactic for us.
Tag the one person in the industry whose answers to these questions you would love to read –
Aaron Davis, former CMO, Schneider Electric
Thanks for chatting with us, Paul.
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