- Speakers, Key Quotes, and Great Networking
- How ON24 and PFL Enhanced Engagement with ABM and Physical Marketing
- ON24X Unboxed: The VIPs React to the Kits
- Innovating in This Digital-First Life
PFL loves event marketing, account-based marketing (ABM), and of course joint marketing with a great partner like ON24. That’s why we teamed up to ensure the ON24 Virtual Experience on April 28 would bring down the house!
ON24 and PFL are both tech companies that help their customers create memorable brand experiences. ON24 delivers web-based platform for events and is heavy on digital engagement, and PFL provides the essential software for creating physical brand moments.
Putting the two together creates a truly remarkable hybrid experience! For ON24X, PFL sent out more than 3,200 kits to attendees to help bring the virtual event into the real world.
Here’s a recap of some key sessions and a look at our special event kits. You’ll even see what the attendees had to say about their welcome packages. (Spoiler alert: They loved ‘em!)
Speakers, Key Quotes, and Great Networking
ON24 made sure to bring a great lineup of speakers to share insights into today’s marketing trends.
According to ON24 CEO Sharat Sharan, “The deeper the engagement, the better the data…that creates a flywheel effect, and that’s what’s at the core of our platform.” Sharan spoke about how important it is to adapt go-to-market strategies to engage buyers wherever they are, and how the era of engagement will lead marketing to the future. The ON24 leaders each revealed product enhancements, including the ability to run breakout sessions and a new Marketing Transformation portal.
Bozoma Saint John, CMO of Netflix, also tackled the topic of experience and why it’s essential to the way businesses engage people. Bozoma called it like it is: “We say customer first, but we don’t actually act like that. What are they interested in?” She rightly pointed out that it’s the customer’s problem we’re trying to solve for. “Stop focusing on ourselves and stop focusing on the competition. We gotta focus on the customer. […] You can only engage them if you know what they want, and that is not determined by you.” Her advice to businesses is to start looking for the next great innovation in digital engagement and to put more thought into how to measure it. “We are moving forward in this digital-first life.”
PFL’s Eva Jackson, Director of Demand Generation, spoke at one of the event breakout sessions, Creating Account-Based Experiences. This topic is her specialty. Eva had several words of wisdom to share. “Demand Gen is generally associated with more of the lead funnel. That’s really just one portion of the journey. Here at PFL, we’re seeing ABM becoming something that really applies throughout the funnel.” She went on to talk about how important it is for marketing teams to make sure they’re tying their work back to revenue rather than just being seen as a cost center. She also had some practical advice about what makes direct mail powerful: “It’s all about the message. The gift is nice, especially for top-tier accounts, [but] you can have a really strong experience on a lower budget, too.”
The event featured several other breakout sessions, a special Q&A with ON24’s Mark Bornstein, and an after-party with freestyle rapper Harry Mack.
Also, a special shoutout to Steph Dang at ON24 who came up with the Petworking Lounge!
Of course, there was also a regular networking lounge, although it was less fuzzy. Personally, I jumped in and out of the human networking lounge a few times throughout the day, and it was always active, with more than 100 participants during the pre-show launch.
How ON24 and PFL Enhanced Engagement with ABM and Physical Marketing
For this event, we rapidly put together not just one but two slick packages to send out to attendees. Having different kits allowed us to better segment ON24’s audience — that’s where ABM comes into play.
The first kit was a flat mailer for all registrants. It featured a zip-strip envelope (always so satisfying to zip that tab off) with some truly high-quality branding. Inside the envelope, attendees found a personalized notecard as well as a lanyard with a VIP pass. The pass was their ticket to exclusive events and a chance to win event prizes by sharing a picture on social media.
The second welcome kit we created was our full VIP kit, which we delivered to ON24’s target accounts and clients. This package came in a box wrapped with the same outstanding brand design. Inside the box, recipients found a camper mug proudly displaying the ON24X logo, packs of peppermint tea, a cell phone ring light, a personalized notecard, and the same lanyard and VIP pass that came with the flat mailer.
I’ve been told that VIP does not stand for Very Important Package…but maybe it could.
ON24X Unboxed: The VIPs React to the Kits
One of the best parts of creating kits like these is seeing how people interact with them on social media. The ON24 crowd did not disappoint! They brought their A-game.
First up is this gem. Matt Lee created this super-cool gif with his kit! “Looking forward to learning more about digital experiences at #on24x @ON24”
Trixie Kloka was all smiles in her post. “#ON24X ready for some learning and fun! Just another great day to #webinerd with ON24”
Danielle Solomon tweeted, “Look what came in the mail today! I’m looking forward to the on24 experience! #ON24X”
George Gunnett hit LinkedIn to say, “Loving the invite to #ON24X! Nicely designed and high quality. A great touch to create mindshare, drive live attendance and generate a bunch of social traffic. Looking forward to Wednesday’s events! #webinerd ON24 PFL.com”
Louise Domeisen said, “Thanks for the awesome pre-event package ON24. All ready for The ON24 Experience event tomorrow. #ON24X #webinars #engagement #virtualevent #event”
And Miriam Allred has us all red in the face because her compliment made the PFL marketing team blush: “ON24 elevating the virtual conference game by sending out pre-conf VIP swag boxes! Looking forward to April 28! #theON24Experience #eraofdigitalengagement”
Social media wasn’t the only way that we heard back from attendees. We heard from Nafeisa Shukair-Farley, who reached out by email to share her reaction:
“The cell phone ring light in the ON24 kit is genius — pure genius!”
Hopefully it will come in handy for Nafeisa for a long time! That’s just another example of why we at PFL say it’s so important to think about the intention behind any package. The message and the contents should make a lasting impact.
Innovating in This Digital-First Life
Bozoma Saint John really hit the nail on the head that we’re living a “digital-first life” now. As she explained in her keynote, we’re not going backwards — market leaders are looking to innovate the way they approach and measure customer experiences.
We can help revolutionize the way you bring together digital and physical engagement with your brand, blending the two into a true hybrid experience.
Talk to us! We can help make your next event one for the record books: