Digital vs. in-person experiences in 2021 — Steve Daheb // ON24

Ben chats with Steve Daheb, the CMO of cloud-based digital experience platform, On24. Especially in today’s nearly completely virtual marketplace, relationships are what build your business. So how can you build relationships with your marketing efforts? Today, Ben and Steve discuss digital versus personal experiences in 2021.

About the speaker

Steve Daheb

ON24

Steve is the CMO at On24

Part 1 Digital vs. in-person experiences in 2021 — Steve Daheb // ON24
Part 2The hybrid future is of marketing — Steve Daheb // ON24

Show Notes

02:45

The impact of the pandemic on On24

The pandemic actually drove a lot of business for On24. With everybodys marketing efforts suddenly going online, business picked up for On24 in this otherwise difficult time.
04:08

The shift from in

From traditional tech companies to healthcare providers, when the pandemic hit, everybody made the move towards digital experiences. As such, On24 helped to facilitate webinars across a variety of industries.
06:16

The relevance of webinars as we come out of the pandemic

Once businesses moved most processes online, they started to see a lot of benefits like a wider reach and more data captures. But as we come out of the pandemic, there is room for both virtual and in-person experiences in business.
08:31

How engaging webinars are versus in

Webinars so far have shown an increase in things like revenue, deal size, and conversion rates for businesses. As a result, businesses are trying to find a balance between the 2 without giving up the benefits of going virtual.
10:59

Digital experiences versus in

For the most part, businesses are sticking with digital experiences because of the ease of access, convenience, and the overall benefits. However, there is still a place for in-person events to be used to enhance this.
13:42

Why we arent going back to exclusively in

The fact is that digital experiences give us data that we would not normally get from in-person experiences. And businesses dont want to lose that valuable data that can be used to improve operations. Instead, were moving towards a hybrid experience.

Quotes

"Now there are companies that the pandemic definitely accelerated where we probably saw 6 years worth of digital transformation in 6 months..." - Steve Daheb, CMO of On24
"It sort of flipped on its head for many companies and digital became the primary means to reach their different audiences. " - Steve Daheb, CMO of On24
"76% of healthcare providers that were engaged with our platform were influenced to change patient care routine." - Steve Daheb, CMO of On24
“An event that I would have hit 300 people physically can now extend to multiple countries, translate, and hit 3000 people. So people started reaching bigger audiences.” - Steve Daheb, CMO of On24
“With digital experiences they increased pipeline, they increased their conversion rates. They increased their deal sizes and they drove greater revenue growth.” - Steve Daheb, CMO of On24
“Salesforce actually presented at one of our recent virtual conferences and they talked about how they increased their marketing pipeline by 135% and their average deal size by 60%.” - Steve Daheb, CMO of On24
“Physical events will come back in some form, but what I'm hearing and what we're going to do as well is they will be used to augment the digital first strategy.” - Steve Daheb, CMO of On24
“There's a need for marketers to retain the digital experiences, because we want to understand that data. We want to see who's engaging. So we're moving more towards this hybrid experience” - Benjamin Shapiro, Host of MarTech podcast
“I've been doing this for 27 years... What do we get the best return on? What gives us the most reach? What can we convert better? And it tends to come from this digital engagement side.” - Steve Daheb, CMO of On24