Survey of high-performing B2B marketing teams uncovers that online audience engagement is imperative for revenue growth

The highest-performing B2B marketing organizations all have one thing in common: an unrelenting focus on digital experience. That’s the major finding in the newly released report, “Experiences Everywhere,” based on research by ON24 and Heinz Marketing.

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“Now more than ever before, businesses with the best digital experiences will win. As current travel constraints make in-person events difficult, it’s even more imperative for marketers to innovate the way they connect and convert with their audience online,” says Sharat Sharan, Founder and CEO, ON24. “Our mission at ON24 is to help marketers create digital experiences that build authentic human connections and drive meaningful business impact across the entire customer journey.”

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The “Experiences Everywhere” report finds that the marketers are embracing an experience-first mindset and building touchpoints for digital engagement at every stage of the customer lifecycle:

• Top-performing marketers invest in digital experiences from acquisition to advocacy: Close to three-quarters (74%) say their “marketing is everywhere where our customers are” while 89% create dedicated materials that support the entire customer journey, not just acquisition.
• Digital experiences are imperative for revenue growth: Almost six in ten (58%) of top performers describe their performance in the area of customer experience as “excellent” compared to just 27% of the mainstream respondents. Similarly, when it comes to driving engagement, more than twice as many top performers (45%) rate their performance in such terms versus the mainstream (21%).
• Successful digital strategies require sales-marketing alignment: Marketers with the highest levels of success demonstrate stronger alignment with their colleagues in sales at a strategic level. The vast majority (92%) say “sales agrees that marketing is aligned with revenue objectives and goals” compared to just 63% of the mainstream.

To help marketers continue to make human connections in a digital world, ON24 has developed a one-stop resource center that contains strategies and best practices for virtualizing physical events. It will also run a series of live webinars focused on helping marketers cross the physical-digital event divide, including a special edition of its Webinar Best Practices Series on the topic, “How to Bring Physical Events into the Digital World,” on March 20th at 11am PT.

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