Webinar and Marketing Technology
Purchase Decision Analysis
Prepared for ON24
December 2015
w w w . h a n o v err es e a rc h . c om
Table of Contents
Introduction and Methodology ……………….. P 3
Executive Summary and Key
Findings
……………….. P 6
Marketer Characteristics
……………….. P 9
Marketing Technology
……………….. P 15
Use of Webinar Software
……………….. P 23
Demographics
……………….. P 41
2
Introduction and Methodology

In December 2015, Hanover Research designed and administered a survey on behalf of
ON24, with the goal to understand ON24’s target users’ opinions regarding marketing
technology platforms and webinar software. Specifically, ON24 is interested in the criteria
and sources that marketers use to evaluate marketing technology and webinar solutions. In
addition, users were asked about the key issues they face when searching for, learning how
to use, and integrating marketing technology and webinar solutions.

After data cleaning, Hanover Research analyzed 367 complete responses from ON24 target
users.

The following report presents aggregate and segmented results.
–
–
Segmented results are presented when statistically significant differences between segments exist at
the 95% confidence level.
Statistically significant differences between segments are noted with an asterisk next to the
corresponding data labels.
3
Introduction and Methodology
Segmentation Definitions

Level of Involvement1 (“Which of the following best describes your level of involvement within your organization in

Level of Integration (“Thinking about your overall marketing technology suite, how well integrated are these platforms

Webinar Preference (“If you had to select one or the other, would you prefer…”)
the decision-making process for marketing technology software?”)
1.
Sole decision-maker (N=24) – “I am the sole decision-maker”
2.
Involved in selecting and deciding (N=224) – “I am involved in both the selection process and in the final decision”
3.
Involved in selecting (N=119) – “I am involved in the selection process, but do not make the final decision”
into your business processes?”)
1.
Not at all / slightly integrated (N=147)– “Not at all integrated” or “Slightly integrated”
2.
Somewhat integrated (N=143) – “Somewhat integrated “
3.
Mostly / fully integrated (N=77) – “Mostly integrated” or “Fully integrated”
1.
2.
Higher cost, full-service (N=84) – “A higher cost, full-service webinar software.”
Lower cost, DIY (N=82) – “A lower cost, DIY webinar software.”
1. Members who are uninvolved in the selection process were disqualified from the survey.
4
Introduction and Methodology
Segmentation Definitions

Frequency of Use (“How often does your company conduct webinars as part of your marketing initiatives?”)
1.
2.
3.

Length of Use (“How long have you used your current webinar solution?”)
1.
2.

Less than once per month (N=63) – “Less than once every 6 months” or “Once every 4-6 months” or “Once every 23 months”
Once per month (N=32) – “Once a month”
More than once per month (N=71) – “2-3 times a month” or “Weekly” or “Daily”
2 years or less (N=88) – “Less than a year” or “1-2 years”
3 years or more (N=78) – “3-4 years” or “5 or more years”
Level of Webinar Integration (“How well integrated is your webinar software into your business processes?”)
1.
2.
3.
Not at all integrated (N=65) – “Not at all - we only use it to deliver content.”
Slightly integrated (N=51) – ““Slightly integrated - we use analytical data from the software to evaluate and update
online content.”
Somewhat / fully integrated (N=50) – “Somewhat integrated - the software works well with most of the other
marketing software we use” or “Fully integrated - the software works well with all of the other marketing software
we use.”
5
Executive Summary
Many marketers feel overwhelmed with the number of marketing technology platforms
on the market today. While they see value in ensuring technology solutions are
integrated into their marketing function, more would rather learn how to utilize the
platform they already have versus purchase a new one [that might better meet their
needs]. Marketers are looking for a reliable, easy to use marketing technology platform
that can help them demonstrate its ROI within the company.
Marketers equally prefer both a higher cost, full-service webinar platform and a
more affordable DIY solution. Marketers tend to focus on the benefits specialized
webinar platforms can bring to attendees, such as easy access and providing an
engaging experience.
6
Key Findings – Marketing Technology Platforms





Marketing technology platforms tend to be selected by multiple individuals within a company.
Just 7% of marketers are their company’s sole platform decision-maker. Almost half of the sole
decision-makers are Chief Marketing Officers.
The majority of marketers see the value in integrating marketing technology into their team’s
work. However, over half of marketers are more concerned with utilizing their current
platforms rather than finding new marketing technologies. Almost half of marketers feel
overwhelmed by the number of marketing technology platforms in the marketplace.
Reliability, ease of use, and return on investment are the primary attributes marketers look for
when selecting a marketing technology platform. Marketers are less likely to consider platforms
with a high level of sophistication when deciding which marketing technology platforms is
right for their company.
Benefits to the attendees, such as easy access and providing an engaging experience, are the top
benefits marketers find for using specialized webinar software. The ability to identify leads is
considered more of a benefit to marketers who prefer a full-service webinar solution
compared to those who prefer a DIY solution.
Webinar solutions are the third most common type of marketing technology platform, and are
used by 45% of marketers. CRM solutions are the most common marketing technology
platform, followed by web conferencing.
7
Key Findings – Webinar Software





Many marketers feel that their needs are being met by their current webinar software provider.
Four out of ten marketers cannot identify any improvements that would increase satisfaction
with their current provider.
Few marketers (only 7%) describe their current webinar solution as fully integrated into their
business. Among those whose webinar solution is not integrated, 20% consider integration too
complex.
When implementing webinar software marketers are most likely to worry most about measuring
marketing program impact. Return on investment is also one of the most common attributes
marketers look for when selecting a marketing technology platform.
Marketers tend to conduct webinars primarily in order to demonstrate thought leadership and
connect with new leads. Marketers with highly integrated marketing platforms are most likely
to use webinars to find sales-ready leads.
Over half of marketers who conduct webinars hold them relatively frequently (between once
every 2-3 months to 2-3 times a month). Marketers who conduct webinars more than once per
month are most likely to value a scalable marketing technology platforms.
8
MARKETER CHARACTERISTICS
9
Involvement in Marketing Technology Selection
•
Only 7% of marketers are the sole decision-maker for which marketing technology software their company
uses.
Importance of Marketing Technology Platform Attributes
100%
80%
61%
60%
40%
32%
20%
7%
0%
I am the sole decision-maker
I am involved in both the selection process I am involved in the selection process, but
and in the final decision
do not make the final decision
Which of the following best describes your level of involvement within your organization in the decision-making process
related to marketing technology software? N=367
Note: Respondents who are not involved in the selection or decision process were disqualified from the survey.
10
Tenure
•
•
Almost half of marketers have been in their current industry for more than 10 years.
Marketers are split between those who have been in their current organization for 5 years or fewer (56%)
and those who have been there for 6 years or more (44%).
Time in Industry
Time in Current Organization
100%
100%
80%
80%
60%
54%
60%
46%
34%
40%
19%
20%
0%
40%
20%
25%
2%
1%
Less than 1 year
19%
0%
1 to 5 years
6 to 10 years
More than 10
years
How long have you worked in your current industry? N= 367
How long have you worked for your current organization? N= 367
Less than 1 year
1 to 5 years
6 to 10 years
More than 10
years
11
Webinar Preference Differs by Time in Current Industry
•
Marketers who have spent 1 to 5 years in their current industry are significantly more likely to prefer a
higher cost, full-service webinar software than a lower cost, DIY webinar software.
Time in Current Industry, by Webinar Preference
Higher cost, full-service (N=84)
Lower cost, DIY (N=82)
100%
80%
60%
55%
45%
39%*
40%
20%*
20%
1%
24%
14%
1%
0%
Less than 1 year
1 to 5 years
How long have you worked in your current industry?
6 to 10 years
More than 10 years
12
Roles Within Marketing
Nearly one-third of responding marketers are
either digital marketers or Chief Marketing
Officers.
Of the 11% of respondents who have some
“other” marketing role, being in market research
or multiple roles are the most commonly
mentioned positions.
•
•
Marketing Role
Digital marketing / website
14%
Chief Marketing Officer (CMO)
14%
Marketing operations
12%
Corporate marketing
12%
Product marketing
"Other" Marketing Role1
Number of
Mentions
9%
Public relations
8%
Content marketing
8%
Market Research / Insights
9
Brand manager
Multiple roles
9
Demand generation
Events Marketing
5
Loyalty/CRM
Marketing manager
5
Affiliate marketing
VP
2
Other
5%
4%
1%
1%
11%
0%
Which of the following best describes your role within the Marketing department? N=367
1. Written-in “Other” responses are shown for 5 most mentioned marketing positions.
10%
20%
30%
40%
50%
13
Level of Involvement Differs by Marketing Role
•
Almost half of those who make the sole decision for their company’s marketing technology platform are
Chief Marketing Officers.
Marketing Role, by Involvement
Sole decision-maker (N=24)
Chief Marketing Officer (CMO)
Involved in selecting and deciding (N=224)
3%*
14%*
Corporate marketing
Affiliate marketing
11%
4%
5%*
Content marketing
Marketing operations
4%
Digital marketing / website
4%
Loyalty/CRM
Demand generation
0%
Brand manager
0%
Product marketing
0%
Other
13%
17%*
17%
4%
0%
0%
0%
0%
46%*
18%
2%*
Public relations
Involved in selecting (N=119)
13%*
11%
14%
14%
17%
3%
4%
3%
8%*
2%*
9%
4%
12%
10%
13%
0%
10%
20%
30%
Which of the following best describes your role within the Marketing department?
40%
50%
14
MARKETING TECHNOLOGY
15
Types of Marketing Technology Platforms
•
•
Nearly two-thirds of marketers use CRM solutions at their current company.
Webinars are the third most common marketing technology platform in use at marketers’ organizations.
Types of Marketing Technology Platforms Used
100%
80%
60%
60%
53%
45%
38%
40%
35%
33%
20%
9%
0%
CRM solutions Web conferencing
Webinar
Marketing
automation
Digital Asset
Management
Video advertising
Which of the following marketing technology platforms do you or your organization currently use? N=367
Other
16
Types of Marketing Technology Platforms Differ by Webinar Frequency
•
Marketers whose organizations conduct webinars more than once per month are significantly more likely
to use web conferencing platforms than those who conduct webinars less than once per month.
Types of Marketing Technology Platforms Used, by Webinar Frequency
100%
100%100%100%
More than once per month (N=71)
82%*
80%
Once per month (N=32)
Less than once per month (N=63)
88%
78%
70%
68%
62%*
60%
55% 53%
50%
47%
40%
40%
38%
31%
32%
29%
20%
4% 3% 6%
0%
Webinar
Web conferencing
Marketing
automation
CRM solutions
Video advertising
Digital Asset
Management
Which of the following marketing technology platforms do you or your organization currently use?
Other
17
Importance of Marketing Technology Attributes
•
When selecting a marketing technology platform, marketers are most likely to look for a solution that is
reliable, easy to use, and can demonstrate return on investment.
Importance of Marketing Technology Platform Attributes
Extremely important
Very important
Moderately important
Software performance reliability
Slightly important
Not at all important
Easy to use
45%
43%
Return on investment (ROI)
47%
40%
Product cost
23%
Ease of access (e.g., no downloads)
25%
Scalability within your organization
26%
20%
40%
27%
10%
28%
11%
8%
32%
8%
13%
25%
60%
6%
9%
24%
12%
42%
33%
11%
0%
44%
30%
23%
High level of sophistication
25%
38%
20%
Branding user interface with company logo and colors
47%
43%
16%
Integration with third-party software
21%
31%
28%
Customization of user interface
22%
47%
19%
Mobile access
10%
45%
28%
Superior IT support
10%
41%
35%
Provides advanced analytics
8%
41%
49%
80%
How important are each of the following considerations to you when selecting marketing technology platforms? N=367
100%
18
Importance of Scalability Differs by Webinar Frequency
•
Marketers who conduct webinars more than once per month are the most likely to value scalable
marketing technology platforms.
Webinar Frequency, by Importance of Scalability
Extremely important
Very important
More than once per month (n=71)
Moderately important
15%
Once per month (n=32)
15%*
28%*
14%
0%
Not at all important
62%*
22%
Less than once per month (n=63)
Slightly important
41%*
49%*
20%
40%
9%
27%
60%
7%
80%
How important are each of the following considerations to you when selecting marketing technology platforms? –
Scalability Within Your Organization
6%
100%
19
Reasons for Selecting Marketing Platform
•
Marketers look for the best value (64%) when deciding which marketing technology platform to use.
Reasons for Selecting a Marketing Technology Platform
Best value
64%
Easiest to use
49%
Highest ratings
36%
Recommended by a colleague
34%
Most features
26%
A popular platform on the market
20%
Best look and feel
19%
Lowest cost
14%
Provided by a company we already use
13%
Newest technology on the market
7%
0%
20%
40%
60%
80%
100%
Which of the following best describe the reason(s) you decide to purchase a marketing technology platform? Please select
up to 3 influences. N=367
20
Time Investment in Marketing Platforms
•
•
Nearly half (43%) of marketers research their options for 4 months or more prior to deciding to purchase a
marketing technology platform.
Approval and implementation of marketing platforms most commonly takes between 1 and 6 months (72%
of marketers).
Time Spent Researching Options
Time Required for Approval and Implementation
100%
100%
80%
80%
60%
60%
49%
43%
40%
40%
29%
31%
20%
20%
12%
8%
11%
13%
3%
0%
0%
Less than a month
1 to 3 months
4 to 6 months
7 months or more
Less than a
month
1 to 3 months 4 to 6 months 7 to 12 months More than a
year
How much time do you generally spend researching your options when deciding to purchase a marketing technology
platform? N=367
Once you have selected your preferred software solution, what is the timeframe it takes to have the purchase approved
AND ready to implement at your organization? N=367
21
Attitudes Towards Marketing Technology Platforms
•
•
•
The majority of marketers see the value in integrating marketing technology into their team’s work.
Over half of marketers are concerned about the lack of integration of marketing technology into their
businesses.
Almost half of marketers feel overwhelmed by the number of marketing technology platforms in the
marketplace.
Attitudes Towards Marketing Technology Platforms
Strongly Agree
Agree
Neither Agree nor Disagree
I see the value in integrating marketing technology platforms into my
team’s work.
Disagree
I am more concerned with how to best utilize our current marketing
technology platforms than finding new solutions.
10%
45%
I am concerned about the lack of integration of marketing technology into
our business.
11%
40%
I feel overwhelmed by the number of marketing technology platforms
available in the marketplace.
10%
8%
0%
17%
35%
23%
45%
21%
42%
27%
How much do you agree or disagree with each of the following statements? N=367
17%
29%
37%
20%
16%
28%
23%
I do not believe marketing technology platforms produce meaningful
results for businesses.
17%
61%
18%
I feel marketing technology platforms are too complicated.
15%
61%
22%
I push to improve how my organization approaches using technology in
our marketing initiatives.
Strongly Disagree
40%
60%
80%
100%
22
USE OF WEBINAR SOFTWARE
23
Uses of Webinar Software
•
Marketers most commonly use webinar software for training (82%) and marketing (72%) purposes.
Uses of Webinar Software
100%
82%
80%
72%
57%
60%
40%
20%
3%
0%
Training
Marketing
Internal communications
For which of the following does your company use webinar software? Please select all that apply. N=166
Note: Marketers who do not have input in the selection process were disqualified from the survey.
Other
24
Webinar Product Usage
•
•
•
Marketers are most likely to
value the ease of use of their
webinar solution.
Recording/sharing capabilities is
the second most important
attribute.
Technical features, such as
customization, branding, and
mobile support, are less likely to
be among the most important
webinar attributes.
Most Important Webinar Features
Ease of use
66%
Recording/sharing capabilities
55%
Registration for attendees
42%
Product cost
40%
Audience can ask questions
40%
Q&A features
32%
Large simultaneous user capacity
31%
Speaker can poll the audience
27%
Mobile device support
26%
Integrated with other marketing software
24%
Cloud based
19%
Identification of sales-ready leads
13%
Meeting room rebranding
11%
Individual user interface customization for attendees
10%
Console customization
4%
Integrated billing and payment processing
4%
Break-out rooms
2%
Other
3%
None of the above
1%
0%
20%
40%
60%
Which of the following features are most important to you when selecting a webinar solution? Please select up to five
features. N=166
80%
100%
25
Areas in which Webinar Provider is Lacking
•
•
Ease of use, the most important webinar feature, is also the third most common area in which webinar
products are lacking.
Almost half of marketers do not think their webinar provider is lacking in any areas.
Areas in which Current Webinar Provider is Lacking
Provides advanced analytics
19%
Level of sophistication
14%
Easy to use for attendees
14%
Provides detailed reports on user behavior
13%
Customization of user interface
12%
Mobile Access
11%
Software performance reliability
11%
Easy to use for presenters
10%
Branding user interface with company logo and colors
10%
Integration with third-party software
10%
Return on Investment (ROI)
9%
IT support
9%
Scalability within your organization
Value
Other
7%
4%
3%
None of the above
0%
10%
20%
30%
40%
Is your current webinar provider lacking in any of the following areas? Please select all that apply. N=166
46%
50%
26
Areas that would Increase Webinar Satisfaction
•
Marketers would like their webinar software to be easier for attendees to use, as well as provide additional
analytical capabilities (such as advanced analytics and reports on user behavior).
Areas that would Increase Webinar Satisfaction
Easy to use for attendees
9%
Provides advanced analytics
9%
Level of sophistication
6%
Provides detailed reports on user behavior
4%
Software performance reliability
4%
Return on Investment (ROI)
4%
Easy to use for presenters
4%
Customization of user interface
4%
Branding user interface with company logo and colors
4%
Mobile Access
Scalability within your organization
2%
2%
Value
1%
IT support
1%
Other
None of the above
2%
45%
0%
10%
20%
30%
40%
50%
Assuming your webinar software could improve in one of the following areas, which of the following would most increase
your satisfaction as a customer? N=166
27
Concerns of Integrating Webinars
•
•
Marketers are most concerned with webinars’ ability to generate a large amount of correctly identified
leads for their business.
Few marketers consider IT or internal support major concerns for integrating webinars into their business.
Concerns of Integrating Webinars into Business
Major concern
A slight concern
Not a concern
Using the reporting and analytics to correctly identify sales-ready leads
29%
Leveraging the solution to generate ROI within the company
28%
51%
22%
Having one solution that addresses all webinar needs
28%
49%
23%
Using the reporting and analytics to identify a large amount of leads
27%
Integrating the analytics from the software with other marketing software
39%
45%
42%
46%
12%
0%
31%
46%
16%
Convincing internal stakeholders of the value of webinars
33%
40%
23%
Getting the necessary IT support to use the software
31%
40%
20%
40%
60%
80%
What are the key concerns your company faces in learning how to use and integrate webinars into your business? N=166
100%
28
Concern of Having One Solution Differ by Involvement
•
Marketers with more authority over selecting a webinar solution tend to be more concerned with having a
single solution that addresses all webinar needs.
Concern of Having One Solution that Addresses Webinar Needs, by Involvement
Sole decision-maker
Involved in selecting and deciding
Involved in selecting
100%
80%
58%
60%
64%*
46%
40%
24%
24%
27%
30%*
18%*
20%
9%
0%
Not a concern
A slight concern
Major concern
What are the key concerns your company faces in learning how to use and integrate webinars into your business? – Having
one solution that addresses all webinar needs
29
Concern of Convincing Stakeholders of Webinar Value
Differs by Level of Integration
•
When marketing technology is less integrated into a business, marketers tend to be more
concerned about having to convince internal stakeholders that webinars are valuable.
Concern of Convincing Internal Stakeholders of Value of Webinars, by Integration
Not at all integrated (N=65)
Slightly integrated (N=51)
Somewhat / fully integrated (N=50)
100%
80%
60%
47%*
52%*
46%
49%
44%
40%
29%*
25%*
20%
4%*
4%*
0%
Not a concern
A slight concern
Major concern
What are the key concerns your company faces in learning how to use and integrate webinars into your business? –
Convincing internal stakeholders of the value of webinars
30
Preference for Webinar Software
Preference for Webinar Software
•
A lower cost,
DIY webinar
software
49%
A higher cost,
full-service
webinar
software
51%
If you had to select one or the other, would you prefer… N=166
An equal number of marketers
prefer either a higher cost, fullservice webinar software or a
lower cost, DIY webinar
software.
31
Sources for Selecting Webinar Software
•
Marketers are most likely to rely on their own experiences (55%) and colleagues’ experiences
(54%) when selecting a webinar software to purchase versus online sources.
Sources Used when Selecting Webinar Software
Past experience with brand
55%
Recommendations from colleagues
54%
Company websites
27%
Internet searches
27%
Sales representatives
23%
Industry publications / white papers
19%
Marketing materials
16%
Social Media
10%
Other
4%
I do not consider additional resources when making these decisions
8%
0%
20%
40%
60%
80%
Which of these sources do you rely on most when decided to purchase a webinar software solution? Please select up to
three top sources. N=166
100%
32
Benefits of Using Webinar Software
•
Marketers perceive the benefits to attendees (an engaging experience and easy access) as the primary
benefits of using specialized webinar software.
Benefits of Using Webinar Software
Engaging audience experience
69%
Easy access for attendees
67%
Increasing ROI
46%
Higher quality web content
43%
Generating more business
39%
Ability to identify high quality leads
35%
Specialized technical support
19%
Other
1%
0%
20%
40%
60%
80%
What are the primary benefits you see in using specialized webinar software? Please select all that apply. N=166
100%
33
Benefits of Using Webinar Software Differ by Webinar
Preference
•
Customers who value a higher cost, full-service webinar software tend to perceive the ability to identify
high quality leads as a benefit of using a webinar software.
Sources Used when Selecting Webinar Software
Higher cost, full-service (N=84)
Lower cost, DIY (N=82)
67%
71%
Engaging audience experience
67%
67%
Easy access for attendees
Increasing ROI
Higher quality web content
38%
Ability to identify high quality leads
49%
48%*
22%*
40%
37%
Generating more business
Specialized technical support
Other
54%
39%
15%
23%
0%
1%
0%
20%
40%
60%
80%
What are the primary benefits you see in using specialized webinar software? Please select all that apply.
100%
34
Goals When Conducting Webinars
•
•
Two-thirds of marketers conduct webinars in order to demonstrate thought leadership.
Marketers are more likely to conduct webinars to find new leads than to identify sales-ready leads.
Goals when Conducting Webinars
Thought leadership
63%
Connecting with new leads
“Other” Goals of Webinars
57%
Greater brand recognition
Number of
Mentions1
Communication
5
Training / Internal Education
5
54%
Product demonstrations
44%
Identifying sales-ready leads
33%
Other
8%
0%
20%
40%
60%
80%
100%
Which of the following are key goals for your business when conducting web conferences? Please select all that apply. N=166
1. Written-in “Other” responses are shown for goals with more than one mention.
35
Goals When Conducting Webinars Differ by Implementation
•
Marketers with highly integrated marketing platforms are most likely to seek sales-ready leads
and thought leadership using webinars.
Goals When Conducting Webinars, by Integration
Not at all / slightly integrated (N=56)
Somewhat integrated (N=66)
Mostly / fully integrated (N=44)
100%
80%
64%
60%
55%
46%
70%*70%*
68%
52% 53%
38%
40%
41%*
46%
50%*
44%
41%
23%*
20%
7% 8%
11%
0%
Greater brand
recognition
Connecting with new
leads
Identifying salesready leads
Product
demonstrations
Thought leadership
Other
Which of the following are key goals for your business when conducting webinars? Please select all that apply. N=166
36
Most Worrisome Part of Webinar Software Implementation
•
When implementing webinar software one-fourth of marketers worry most about measuring marketing
program impact.
Most Worrisome Part of Webinar Software Implementation
Ensuring we can measure the impact of marketing programs
25%
Using the tool to generate quality leads
14%
Ensuring the results are data driven
11%
Creating new streams of revenue
10%
Leveraging the tool as a competitive differentiator in the market
9%
Using the tool to understand customers
8%
Using the tool to retain current customers
7%
Other
4%
None of the above
13%
0%
10%
20%
30%
When you implement webinar software what part of the process is most worrisome for you? N=166
40%
50%
37
Time Using Webinar Solution
•
Two-thirds of respondents have been using their current webinar solution for 1 to 4 years.
Length of Time Using Current Webinar Solution
50%
40%
37%
29%
30%
20%
18%
16%
10%
0%
Less than a year
1 - 2 years
How long have you used your current webinar solution? N=166
3 - 4 years
5 or more years
38
Integration of Webinar Solution
•
•
More than 90% of marketers do not have a fully integrated webinar solution.
Among marketers with slightly or not at all integrated webinar software, one-third do not see
the value of further integration.
Integration of Webinar Software
Reasons for Lack of Integration
50%
40%
30%
39%
We do not see the value of further
integration
31%
23%
The software is not compatible
20%
10%
34%
25%
7%
Integration is too complex
20%
0%
Not at all - we only Slightly integrated
Somewhat
Fully integrated use it to deliver - we use analytical integrated - the the software works
content
data from the
software works well with all of the
software to
well with most of other marketing
evaluate and
the other
software we use
update online
marketing
content
software we use
Other
21%
0%
How well integrated is your webinar software into your business processes? N=166
Why is your webinar software not well integrated with your other marketing software? N=114
10%
20%
30%
40%
39
50%
Frequency of Webinars
•
Almost two-thirds (59%) of marketers conduct webinars between once every 2-3 months to
2-3 times a month.
Frequency of Webinars
50%
40%
30%
24%
20%
19%
16%
16%
10%
14%
6%
4%
0%
Less than once
every 6 Months
Once every 4-6
Months
Once every 2-3
Months
Once a Month
2-3 Times a
Month
Weekly
How often does your company conduct webinars as part of your marketing initiatives? N=166
Daily
40
DEMOGRAPHICS
41
Industry
Education
Manufacturing
Non-Profit
Healthcare / Medical
Finance / Banking / Insurance
Retail
Marketing / Market Research
Computers (Hardware, Desktop Software)
Telecommunications
Business / Professional Services
Media / Printing / Publishing
Consulting
Food Service
Entertainment
Aerospace / Aviation / Automotive
Advertising
Construction / Home Improvement
Utilities
Travel / Tourism
Wholesale
Transportation / Distribution
Real Estate
Pharmaceutical / Chemical
Legal
Internet
Communications
Engineering / Architecture
Biotechnology
Government / Military
Other
14%
12%
8%
8%
7%
5%
4%
4%
3%
3%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
6%
0%
What industry is your company in? N=367
10%
20%
30%
40%
50%
42
State of Residence
In which state are you based? N=367
43