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Some companies have multiple target industries, verticals, business regions/units, and personas. It’s impossible for marketers to do it all and quantify the results that they produce. Focusing on too much means focusing on nothing at all. Are you spreading yourself too thin to be effective?

Today’s guest is Tessa Barron. She is the senior director of marketing at ON24, which is on a mission to help marketers make intimate connections and engagements in the digital world via Webinars and other platforms. Tessa describes why cross-channel campaigns are more effective than multi-channel communication. 

Some of the highlights of the show include:

• ON24: Create and deliver Webinar campaigns and curate bingeable content to drive demand and revenue
• What is marketing? Driving profitable customer action starting with engagement
• Backend Obsession: Lack of frontend technology for marketers to create products and experiences
• Find creative ways to connect with and engage your customers’ emotions 
• Orchestrated vs. Random Acts of Engagement: Don’t create something for the sake of creating it; identify purpose and insight that solves customers’ problems
• Future of Marketing: Integrated demand-gen, product, and customer marketing creates brand experience
• Marketing Strategy: Organization and planning are key tactics; document cross-channel roadmap so team members know what they’re doing is important
• Experience is Everywhere: ON24’s upcoming campaign tagline 
• Fragmented Digital World: Allow customers to make sense of brand message
• Build on, not Rebuild: ON24 evolves beyond Webinars, while retaining heritage 

Links: 

• ON24
• Content Marketing World
• Joe Pulizzi
• Seth Godin
• Adobe Creative Suite
• WordPress
• New CoSchedule Marketing Suite