Using a new notion to accelerate nurture

Client

Overview

Much has changed in the digital event world in the last few years – with recent events accelerating take-up significantly. What’s more, new models of live streaming and content sharing are bringing additional options to business marketers looking to create valuable face time with prospects and customers.

ON24, a leading vendor in webinar and webcast technologies has a clear vested interest in ensuring that the right technologies are used for appropriate event formats. Roundtables, summits, webinars, conferences, workshops – all deserve solutions designed for the task. However, marketers are often served with standard office tools that are not conceived for the ‘journey-fication’ of the sales and marketing process.

What we delivered

The Rubicon Agency was approached to develop new nurture journeys and content wayfinding to deliver the important message of not using ‘round pegs for square holes’. Also, ON24 wanted to improve the performance of nurture marketing. Key to this effort was asserting a business case for not using social streaming or office tools.

With an underpinning thought leadership theme of Intelligent Digital Engagement, The Rubicon Agency developed a comprehensive array of arguments, touchpoints and evidence that landed the message, alongside appropriate solution spotlighting and adoption best practices.

As a highly-considered purchase, the nurture streams were designed and configured for delivery over a 4 month process.

What did the campaign achieve?

The nurture streams were an important regional evolution to test the new model, content, thought leadership notion and performance data – for further expansion and regional roll-out.