Key Takeaways: ON24 and LinkedIn: Driving the Next Generation of Event Marketing
Executive Summary
ON24 has launched a new integration with LinkedIn, enabling users to promote ON24-hosted webinars directly through LinkedIn Events. This integration eliminates the need for manual data syncing and tool toggling, ensuring no lost registration data and providing a seamless workflow from ON24 setup to LinkedIn promotion. This enhancement significantly expands event visibility and audience reach, transforming single ON24 events into connected multi-channel campaigns. The integration allows for the creation and publication of LinkedIn events from ON24, automatic lead capture, and the ability to launch LinkedIn campaigns to promote events. This integration aims to drive higher engagement, with LinkedIn event ads showing up to 31 times more viewers and 4.4 times more registrations. The integration also supports continuous audience engagement through on-demand content and AI-generated video clips, enhancing marketing efficiency and business impact.
Speakers
- Elena Hoffman, VP, Product & Customer Marketing, ON24
- Jared Chappin, Director, Product Management, ON24
- Lauren Fogel, Senior Product Manager
Key Takeaways
1. ON24-LinkedIn Integration: The new ON24 and LinkedIn integration allows users to promote ON24-hosted webinars directly on LinkedIn, eliminating the need for manual data syncs and tool toggling.
2. Seamless Workflow Expansion: This integration creates a seamless workflow from ON24 setup to LinkedIn promotion, significantly expanding event visibility and audience reach.
3. Higher Engagement Rates: LinkedIn events promoted through this integration can achieve up to 4 times higher engagement and 4.4 times more registrations compared to standard posts.
4. Automatic Lead Capture: The integration enables automatic lead capture from LinkedIn event registrations directly into ON24, enhancing analytics, personalization, and follow-up capabilities.
5. Boosted Campaign Efficiency: Users can leverage LinkedIn Campaign Manager to run paid ad campaigns, further boosting event reach and engagement, with early adopters like Rambus reporting increased campaign efficiency and results.
Key Quote
We love what happens inside ON24, but we need better ways to get people into ON24. Most teams are juggling multiple platforms, you know, creating a LinkedIn event, manually copying links, building separate registration forms, and exporting leads back to ON24. You know it works, but it wasn't seamless and it created data gaps. So we decided to fix that.
Related Content
Explore Related Content.
Webinar
Watch Full Webinar here.
FAQs: ON24 and LinkedIn: Driving the Next Generation of Event Marketing
General Information
What is the new integration between ON24 and LinkedIn?
The new integration allows you to promote ON24-hosted webinars with LinkedIn Events directly from ON24. This means no more toggling between tools, no more manual data syncs, and no more lost registration data.
Why was this integration built?
The integration was built in response to customer feedback requesting better ways to get people into ON24 events. It aims to create a seamless workflow, eliminating the need for multiple platforms and manual data handling.
Features and Benefits
What does the integration enable for users?
The integration allows users to create and publish a LinkedIn event directly from an ON24 webinar. It also creates a LinkedIn event registration form that captures leads directly from your company's LinkedIn page, with registrants flowing automatically into ON24.
How does this integration improve event promotion?
Users can launch LinkedIn campaigns promoting their event through a deep link to LinkedIn Campaign Manager, making it easier to expand audience reach without manual setups or data exports.
What are the key benefits of this integration for marketing and customer-facing teams?
The integration offers efficiency by simplifying event promotion, reach by tapping into LinkedIn's professional network, and results by feeding registration data back into ON24 for enhanced analytics, personalization, and follow-up.
Usage and Implementation
How do you set up the integration?
To set up the integration, you need to enable it in your ON24 workspace, authenticate with your LinkedIn credentials, and select the company page you want to use. Once set up, you can promote events directly from ON24.
What happens after a user registers for an event through LinkedIn?
After registration, the user's information is sent to ON24, where it is recorded along with the source of the registration. The user can also share the event, invite others, and receive reminders from LinkedIn.
Performance and Impact
What kind of engagement can be expected from using LinkedIn Events?
LinkedIn Events can drive up to four times higher engagement than standard posts. Events promoted using LinkedIn event ads see 31 times more viewers and 4.4 times more registrations compared to those without promotion.
How does the integration enhance audience engagement and business impact?
The integration allows for smarter engagement by generating first-party engagement data, which can be used for CRM segmentation and personalization. It also enables continuous promotion with AI-generated video clips, driving measurable pipeline and business impact.
Blog: Streamlining LinkedIn Event Management with ON24 Integration
Integrating marketing tools is essential for streamlining operations and maximizing reach in a fast-paced digital landscape. The collaboration between ON24 and LinkedIn exemplifies this trend, offering a seamless way to promote ON24-hosted webinars through LinkedIn Events. This integration eliminates manual data synchronization and tool toggling, ensuring no registration data is lost. By connecting ON24's robust event hosting capabilities with LinkedIn's expansive professional network, marketers can significantly enhance event visibility and audience engagement.
Efficient LinkedIn Event Management with ON24 Integration
The integration enables marketers to create and publish LinkedIn events directly from ON24, with lead-capturing registration forms automatically flowing into ON24. This connected workflow reduces logistical tasks, allowing marketers to focus on building meaningful audience relationships. Launching LinkedIn campaigns to promote these events extends reach, attracting a larger and more relevant audience. This streamlined approach saves time and ensures accurate data capture and utilization.
LinkedIn's platform has seen a 24% rise in event hosting in the last quarter, emphasizing the importance of virtual and hybrid events in marketing. Leveraging LinkedIn's trusted network and professional audience, brands can amplify event content, such as product launches and thought leadership webinars. The integration with ON24 enhances this capability, offering a unified solution that drives higher engagement and better business outcomes. Connecting with professionals based on real interest signals and network data ensures a larger and more relevant audience.
The benefits of this integration include higher engagement rates, improved relevance, and a more efficient workflow. LinkedIn Events drive up to four times higher engagement than standard posts, making them a powerful tool for converting awareness into action. Integrating with ON24 allows marketers to leverage this increased engagement while maintaining ON24's high-quality event experience. This combination of reach and relevance is crucial for driving real business results, such as pipeline growth and customer acquisition.
Title: Event Integration with LinkedIn for Enhanced Engagement
The integration process starts with setting up event details such as title, start and end times, and social sharing information. ON24's platform transfers all necessary data, including the event description, cover image, and registration form fields, to LinkedIn, ensuring a consistent and professional appearance. Real-time updates synchronize any changes across both platforms.
A key benefit is the ability to promote events directly on LinkedIn, leveraging its vast professional network. LinkedIn event ads can significantly increase visibility and registration rates, with promoted events seeing 31 times more viewers and 4.4 times more registrations. This enhanced reach drives higher attendance and attracts a relevant, engaged audience.
The integration also provides valuable first-party engagement data, including registrant information, interaction details, and content preferences. This data helps refine marketing strategies and personalize future campaigns. Feeding this data into CRM systems allows for effective audience segmentation and tailored messaging to meet prospects' needs and interests.
Another advantage is the ability to retarget the audience based on engagement signals. Marketers can create more targeted follow-up campaigns on LinkedIn, driving further engagement and nurturing leads through the sales funnel. ON24's platform also enables the creation of on-demand content from live events, allowing for continuous promotion and engagement long after the event, ensuring ongoing value to the audience.
The ON24 and LinkedIn integration represents a significant advancement in event marketing. By providing a seamless, connected workflow, it allows marketers to maximize their reach and engagement while minimizing the time spent on logistical tasks. This integration not only enhances the visibility of ON24-hosted events but also ensures that the audience is highly relevant and engaged. As the digital landscape continues to evolve, such integrations will be key to staying ahead of the competition and achieving marketing success.
The integration of ON24 and LinkedIn represents a powerful tool for marketers looking to enhance their event promotion and engagement strategies. By streamlining the event creation and promotion process, leveraging LinkedIn's professional network, and capturing valuable engagement data, this integration drives greater efficiency, reach, and results. Marketers can transform their events into comprehensive multi-channel campaigns, generating continuous audience engagement and measurable business impact. For those using ON24, activating this integration can significantly amplify their marketing efforts and deliver more meaningful outcomes.
Revised Conclusion:
The ON24 and LinkedIn integration marks a pivotal advancement in event marketing. It simplifies workflows, increases event visibility, and ensures a highly relevant audience, all while reducing logistical tasks. Leveraging LinkedIn's professional network and capturing engagement data, this integration boosts efficiency and results. Marketers can transform their events into multi-channel campaigns, driving continuous engagement and measurable impact. Activating this integration with ON24 significantly enhances marketing efforts and delivers substantial outcomes.
