On24 has been providing webinar and webcasting services to B2B companies for more than 15 years--before the medium was even popular. And no matter the topic, all webinars have this in common: information-sharing.
"Five or 10 years ago, prospective buyers would typically just engage with sales early on--that's how they'd educate themselves," said On24 CMO Joe Hyland. "We saw this in the B2C space. We're seeing the same thing in the B2B world. ... That presents a challenge and an opportunity for marketers."
That's where content marketing comes into play, giving prospects "the right information at the right step that they are in the education process," he said.
Other highlights from Marketing Superstars include:
- The stages of content marketing (7:10)
- Tools of an education cycle (9:44)
- Why infographics aren't dead (15:14)
- Using social media to drive content (19:13)