Investing in Your Client Experience

The Financial Services Marketing Playbook

Reimagining the Customer Experience

Webinars Drive the Buying Cycle

ON24 Webcast Elite for Financial Marketing

The Power of Engagement at Scale

ON24 Webinar for Every Audience, Anywhere, Anytime

The Keys to Financial Webinar Greatness

A Wealth of Information

Lights. Camera. Action.

No More One-offs

Don’t Take Our Word for It!

Join the ON24 Evolution to Webinar Greatness

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Contents

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The Financial Services Marketing Playbook

A dizzying array of digital marketing opportunities and

challenges is forcing financial marketers to re-invent their

playbooks on an almost daily basis.

Compared to consumer products, for example, your industry

has soft attributes that present unique challenges.

Financial Services has always been a multi-touch consultative

sell. When dealing with a client’s savings or investments, both

individual agents and large organizations must build trust and

retain the personal touch in every engagement.

YOUR INDUSTRY IS UNIQUE

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Unlike consumer products, the sheer volume and

complexity of the product’s Financial Services create major

communication challenges — especially when regulatory

compliance is factored in.

Another challenge is the trend towards self-service and

self-education. While self-service saves everyone time and

money, self-education of complex products can lead to

confusion, misunderstanding, and bad choices.

Finally, your typical audience may be very diverse,

representing a wide range of knowledge and needs, from

experienced investors to novices with a constant reservoir

of questions and concerns.

Financial marketers are rethinking ways to reach this new

breed of customer, packaged and delivered via the formats

and devices they use every day. And one of those formats

is the webinar.

In the following pages, we explore the ways in which

the ON24 webinar marketing platform can serve as a

springboard to deliver exceptional digital experiences to

your financial customers — and revenue to your company.

AND SO ARE YOUR MARKETING CHALLENGES

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Financial Services need to reimagine the customer journey

from front to back. To recreate — in digital formats — the

personalized attention and trust built over time by your

Financial Services agents and advisors. But you’re not just

competing against the usual cast of characters.

The Internet has become a Wild Wild West frontier of

financial gurus and get-rich-quick investment schemes.

Information overload is making it increasingly difficult for

financial consumers to validate the accuracy and quality of

the information they consume online.

Reimagining the Customer Experience

65% of buyers self-educate before engaging with sales.4

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How do you break through the noise?

How do you transmit detailed, often complex, financial

information in ways that appeal to a variety of learning types?

(e.g., readers, visual learners, and aural processors)

How do you convince your audience that your information

is worth 45 minutes out of their busy day?

Finally, how do you make it compelling enough that

your content becomes their go-to source for financial

information?

4 https://insighthought.com/the-future-of-buying/self-educated-buyer/buyer-insights-not-

marketingpersonas/

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Webinars Drive the Buying Cycle

Webinars have become a primary marketing tool to “help

drive the buying cycle,” according to market research firm

SiriusDecisions.5 That’s in spite of only 7% of 1044 marketers

recently surveyed saying they give “great webinars.”6

51% Webniars/Webcasts

39%Telemarketing

39%Sales Enablement

38%Website

37%Seminars and Events

59% Telemarketing

44%Sales Enablement

37%Webniars/Webcasts

37%Content Marketing

36%Seminars and Events

55% Sales Enablement

42%Webniars/Webcasts

38%Telemarketing

35%Channel Enablement

31%Seminars and Events

50% Website

44%Content Marketing

44%Analyst Relations

43%Search EngineOptimization

45%Webniars/Webcasts

DRIVING AWARENESS

LEAD GENERATION

UPSELLING & CROSS-SELLING

LEAD NURTURING

WEBINARS DRIVE THE BUYING CYCLE

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Webinars rated as the #1 marketing tactic for generating leads by Forrester’s Tech Marketing Planning Guidance.1

Webinars are the most difficult channel for marketers to measure, according to a report by Millward Brown (gated).7

The historical statistics for the webinar success rate is quite

shocking. This can be attributed to challenges in generating

engaging and informative online events due to limitations with

accessibility and usage.

Another reason that webinars score higher in quantity than

quality is that it takes too long to master the features and tools

needed to make events memorable — and measurable.

Now we’ll explain why, from driving awareness to lead

generation and lead nurturing to cross-selling and up-selling,

financial webinars can be a great way to stock your pipeline.

If you have the right tools at your fingertips.

5 http://blog.on24.com/webinar-analytics-marketing-automation-optimal-lead-scoring-nurturing/6 http://www.redheadmedia.biz/wp-content/uploads/2015/08/5-creative-ideas-to-propel-your-webinars.pdf7 https://www.millwardbrowndigital.com/research-insights/getting-digital-right-2016/1 https://www.b2bmarketingzone.com/?query=%231%20marketing%20tactic

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ON24 Webcast Elite for Financial Marketing

Financial marketers require a webinar platform that’s robust, intelligent,

and loaded with easy-to-use media tools and features to help them

produce stimulating, informative, lead-generating events.

+ 5 of the top 10 assets management companies use ON24

+ 6 of the 10 largest wealth management firms in the U.S. use ON24

+ We host almost 5000 financial services webinars every year, with 4 million

registrants and 2 million attendees

+ More than 4,600 hours of ON24 webinars are watched every day

HOW ON24 SERVES FINANCIAL SERVICES

ON24 Webcast Elite is our magnum opus, custom built for

multi-faceted financial marketing on a personal level.

It’s the only webinar solution purpose-built as a marketing platform —

and the most powerful, scalable, feature-rich, and intelligent multimedia

solution available anywhere. But it’s not just about technology.

ON24 has the best webcasting technology for marketers. The Forrester Wave™

Enterprise Video Platforms And Webcasting; Q1 2015, Forrester Research, Inc.

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We’re a company of uber-communicators who understand

what makes financial consumers tick and what kind of tools

marketers need to create memorable webinars, events,

videos, and environments.

With ON24, you can run media-rich engagement programs

at scale with easy accessibility, unparalleled audience

interactivity, customizable branding, unmatched reliability,

and measurable ROI. You can:

+ Create targeted financial content for webinars that

drive leads and populate your pipeline with valuable

customer data

+ Provide virtual environments that both educate and

engage prospects on their terms and timetable

+ Build more meaningful connections with prospects,

customers, partners, and employees

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From one unified, intuitive platform, anyone on your team will

have the power to easily create, customize, and deliver

media-rich, fully branded webinars, events, videos, and

learning environments — at scale.

Finally, you can engage, personalize, and extend the content

and data from every event and use it to generate new

campaigns, web pages, social media conversations, and

resources. And we’re not talking two to three staffers. Just

you. It’s that easy.

ENGAGE, PERSONALIZE, AND EXTEND WITH ON24 ELITE

The Power of Engagement at Scale

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+ Organize all your best content in a single Content Gateway

+ Embed content directly onto any webpage

+ Get in-depth engagement and viewing data on all content

from any source

+ Publish to YouTube, LinkedIn, Facebook, and Twitter with a

single click

+ Edit and repurpose webinar content for multi-touch

micro-campaigns

+ Integrate engagement data into MAS and CRM across the

buyer and customer lifecycles to drive sales and marketing

revenue opportunities

Best of all, it only takes minutes to familiarize yourself with ON24

tools and controls and get started with your first financial webinar.

Easy, easy, easy is the key word. We were surprised how easy it was for our SMEs to record their presentations. It’s a daunting task if you’ve never done it before, and we’ve heard only glowing reviews.

Belinda Austin, Director of Corporate Training, Peoples Home Equity Inc.

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ON24 understands the need to cater to a busy group of

people. “I am busy,” “out of town,” “not at my desk” are no

reasons to miss a webinar. Go live, on-demand, simulive, or

a combination of these, right from your desktop or mobile

device. ON24 lets you configure the perfect media and

delivery format for every audience, anywhere.

ON24 Webinar for Every Audience, Anywhere, Anytime

ON24 WEBINAR MARKETING PLATFORM

Deliver live,

simulive, and

on-demand webinars

to any audience.

Easily create, edit,

repurpose, and

publish video and

webinar content.

Track audience

engagement

instantly to find

your best leads.

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DELIVERY OPTIONS AT YOUR FINGERTIPS

Live Webinars

On-demand Webinars

Simulive Webinars

Bring your engaging events to life with streaming video,

slides, and interactive tools including Q&A, polling, Twitter

feeds, LinkedIn connections, and more. Engage with a live

audience at a set date and time. All live webinars become

interactive on-demand webinars after the live event is

complete, so you can easily reach audiences that were

unable to attend at the scheduled time.

Record a webinar that can be viewed at any time from

anywhere with full interactivity, including polls and Q&A.

Pre-record your webinar and run as a live event with full

interactivity. Ensure a polished and stress-free presentation,

enabling presenters to focus on engagement or to share

content even if they are not available at the time the webinar

is scheduled. They’re extra engaging because you can

combine simulive and live portions. For example, you can

host a live Q&A after the simulive presentation is complete,

for a real-time connection with the audience.

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The Keys to Financial Webinar Greatness

Achieve 100% success rates. ON24 Webcast Elite will help your team

deliver high-impact events that create a personal connection between

the prospect and your brand, deepen engagement, and accelerate

revenue cycles — anywhere, anytime.

ON24: ENGAGEMENT AT SCALE

Live Webinars

Intelligence

Integration Service

On-demand

Gateway

Role-based Content

Targeted Campaigns

ENGAGE EXTEND PERSONALIZE

MARKETING ENGAGEMENT SUITE

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No matter how your team uses ON24 Elite to engage, entertain,

and educate, you’ll discover 5 key features that differentiate ON24

Elite from any webinar solution you’ve used before:

Drive revenues with seamless integration with CRM and

marketing automation systems for lead generation, instant

analytics, insights and campaign level metrics.

1. Measurability

Engage audiences and establish thought leadership to develop

client relationships and provide Financial Services certifications

with interactive tools, surveys, polls, and Q&A.

Gate webinar content securely with approved registration and

unique login to attendees and prevent unauthorized viewing.

Count on the webinar to work all the time with no plug-ins or

downloads to install. Audience members are never blocked from

attending a webinar because of corporate IT restrictions.

Create a fully branded webinar experience, increase

engagement with a variety of multi-media presentations on any

device, anytime, with multiple viewing options.

2. Interactivity

3. Security

4. Reliability

5. Flexibility

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A Wealth of InformationThe real gold to be mined from ON24 events includes

detailed analytics and reports that provide insights into the

engagement level and behavior of each audience member,

as well as event or campaign-level metrics.

ON24 Provides Instant Access to Detailed Analytics to Tell Where Your Best Leads are.

I love the built-in engagement score which makes it really easy to see how engaged attendeeswere at a glance.

Jessica Schrader, VP of Marketing, ITG

Lead Sources

Engagement Score

Resource Activity

Campaign Score

Campaign Trends

Power Leads

Benchmark Indices

My Webinar Trends

Industry Trends

Portal Analytics

Syndication Analytics

Multimedia SEO

EVENT ANALYTICS

BENCHMARKING AND TRENDS

CAMPAIGNANALYTICS

PORTALS ANDSYNDICATION

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Identify your best prospects using detailed analysis on each

webinar attendee’s unique behavior and engagement level. Check

out the intuitive ON24 Intelligence Dashboard for detailed data

and reports on the success of your individual webinars.

The ON24 Engagement Score Gives You a Unique Measurement of Audience Engagement.

Plus, campaign-level analytics aggregate metrics from all of your

webinars, providing trending data on leads generated, engagement

scores, and performance. Now that’s how you measure ROI.

Time in Webinar

Polls Answered Surveys Submitted Resources Viewed

Questions Asked

10Engagement Score

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Lights. Camera. Action.This is the fun part. Unleash ON24’s more than 30 interactive tools

and rich media features, such as Q&A, surveys, polls, social media

connections, and more.

Use rich media features like live screen share, webcam, and broadcast

video to ensure participants have a complete multi-media experience.

PLAY HOST TO A CAST OF FINANCIAL EXPERTS

Invite experts, talented amateurs, and customers to offer their

advice, experience, and knowledge on a range of financial

products and topics. Use videos, podcasts, audio, and

PowerPoint presentations, and of course, live speakers, including:

+ Wealth management experts

+ Portfolio managers

+ Online trading gurus

+ Customers and the curious

+ Investment clubs

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Unparalleled Audience Interactivity

On-demand

External ContentSocial Media

Training

Fundamental Complementary Communication

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Unique Multi-media Engagement

Video Clips

Webcam

and Skype

Broadcast

Studio Video

Promote on-demand webinars, share videos, and turn PDFs into

interactive flipbooks, publishing the gateway as a stand-alone page on

your website or embed it in other pages, emails, and partner sites. You

can even select which assets require registration to download or view,

and encourage engagement with related content recommendations.

Live Event

Webcast

Dynamic

Multi-presenter

Experience

Video

Conferencing

Unit

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No More One-offsNo more one-offs. Your team can access 30 types of metrics to

help drive new business and develop new campaigns and collateral,

including campaign data, user registration information, viewing

durations, and data from polls, questions, and surveys.

ON24 Connect integrates into all the most popular marketing

automation and CRM platforms, so you can repurpose profile data,

demographics, and other insights to drive more revenue and

generate new leads.

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Turning Engagement into Revenue

Integrate engagement data into MAS and CRM across the buyer and customer lifecycles to increase revenue.

Engagement Behavioral Data Marketing Automation CRM

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Demand Gen Tech Stack Integrations

ON24 Engagement Marketing

External Registration CRM/MAP

ON24 Registration Lead Analytics BI

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Don’t Take Our Word for It. Deloitte Case Study

As a global leader in auditing, consulting, financial advisory, risk

management, and tax services, Deloitte’s team in Poland was

challenged with advising clients and prospects across the region

on pending VAT (value added tax) regulation changes set to

take place this year, but they only had six months to research,

compile and present the details and drivers of the changes in a

format that their target audiences could access and process

quickly and easily.

To generate leads with new and existing clients and to create

cross-selling opportunities for additional services.

Create awareness of Deloitte services for upcoming tax regulations:

The Goal

The Challenge

We can set it up and organize very quickly. ON24 self-service is a brilliant solution.

Igor Bielobradek, Senior Marketing Manager, Deloitte Poland

+ Create and deliver the content in months

+ Reach a large number of CFOs, tax directors and tax controllers for

large Polish companies

+ Convert the leads into business before the new regulations took effect

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The Solution

Results

Deloitte chose the ON24 webcasting platform as the best way to

engage the largest number of attendees in an interactive, high-touch

conversation, with Q&A, polling, and on-demand opportunities.

Deloitte was able to drive high registration and attendance

numbers for each of the webinars, achieving:

+ Over 53% registrant-to-attendee conversion

+ 1360 registered, 1360 attended and 443 watched

on-demand

+ 316 real-time questions asked and over

900 attendees polled

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Join the ON24 Evolution to Webinar GreatnessAre you ready to join these industry leaders and start

delivering engaging and high-impact webinars and digital

experiences to your financial customers?

Take advantage of the powerful ON24 Elite webinar marketing

platform by choosing from a variety of out-of-the-box

solutions — or by working with our ON24 webinar wonks to

customize your fully integrated, customer-focused solution.

We can’t wait to show you how ON24 can help you maximize

your webinar program ROI and deliver your message to the

broadest audience in the timeliest, effective, and cost-efficient

manner possible.

ABOUT ON24, INC.

ON24 is the leading webinar marketing platform for demand generation, lead qualification

and customer engagement. It’s award-winning, patented, cloud-based platform enables

companies of all sizes to deliver engaging live and on-demand webinars. Providing

industry-leading analytics that can be integrated with all leading marketing automation

and CRM platforms, ON24 enables marketers to optimize demand generation, enhance

lead qualification and accelerate sales pipeline opportunities.

Additional applications for the ON24 product portfolio include virtual training, talent

development and town hall meetings. More than 1,000 enterprises rely on ON24,

including IBM, CA Technologies, Merck, JPMorgan Chase, Credit Suisse, and SAP.

The company is headquartered in San Francisco, with offices throughout the world.

For more information, visit ON24.com.

ON24, INC.

795 FOLSOM ST.,

FLOOR 3, SAN FRANCISCO,

CA 94107–4226