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ON24 announces new integrations with Drift

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ON24 announces new integrations with Drift


Virtual events and webinar platform ON24 has announced new integrations with conversational marketing platform Drift. ON24, which went public in 2021, offers marketers insights based on engagement data gathered through virtual and hybrid events created on its platform. Drift supports personalized website engagement, especially via AI-powered chatbots, for the B2B market.

The new integrations will permit real-time Drift conversational data to be matched to ON24 first-party engagement data, enabling engagement to be tracked across marketing and sales channels. Drift chatbot data will be available in ON24’s webinar, on-demand engagement and content management solutions (Webcast Elite, Engagement Hub and Target).

Varför vi bryr oss. We predicted that one major trend in B2B coming out of 2021 will be the flexibility of B2B buyers in terms of how and when they engage and which channels they use. Virtual (and hybrid) events will continue to dominate this year and insights into conversations buyers are having during those events and in response to them should be valuable to both marketing and sales teams.

Om författaren

Kim Davis är redaktionschef för MarTech. Född i London, men en New Yorker i över två decennier, började Kim täcka företagsprogramvara för tio år sedan. Hans erfarenhet omfattar SaaS för företaget, digital-reklam datadriven stadsplanering och tillämpningar av SaaS, digital teknik och data i marknadsföringsområdet. Han skrev först om marknadsföringsteknologi som redaktör för Haymarkets The Hub, en dedikerad marknadsföringsteknologiwebbplats, som sedan blev en kanal på det etablerade direktmarknadsföringsmärket DMN. Kim började på DMN proper 2016, som seniorredaktör, och blev Executive Editor, sedan chefredaktör, en position som han innehade fram till januari 2020. Innan Kim arbetade med teknisk journalistik var Kim Associate Editor på en New York Times hyperlokala nyheter webbplats, The Local: East Village, och har tidigare arbetat som redaktör för en akademisk publikation och som musikjournalist. Han har skrivit hundratals restaurangrecensioner i New York för en personlig blogg och har varit en och annan gästbidragsgivare till Eater.



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B2B buyers are much more concerned about a company’s values than the general public

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B2B buyers are much more concerned about a company's values than the general public

B2B marketers take note: 72% of your buyers say they are more likely to buy from socially responsible businesses, according to a recent survey. That’s 17 points higher than the general public. 

Additionally, 48% of B2B buyers say they’re “much more likely to” buy from these firms, compared to 29% of consumers. There’s a big gender gap on this among the B2B population, but not the one you might expect: 57% of men are in the “much more likely” group, compared to  35% of kvinnor, according to the American Marketing Association-New York “Future of Marketing” study. 

Läs nästa: What are diversity, equity and inclusion, and why do marketers need them?

These folks are more than willing to put the company’s money behind this: 73% say they don’t mind if it costs them more. We’re not talking just a slight increase, either. Some 38% would pay prices more than 10% higher and 17% would be OK with an additional 25% or more. This is a considerable difference from the general public where the numbers are 23% and 10% respectively.

Furthermore, the bigger the purchase, the more buyers who respond strongly to brand purpose. Only 35% of those whose last purchase was under $10,000, are in the more likely to buy group. That group expands to 54% of those who spent between $10,000 and $100,000, and 62% of those whose last buy was over $100,000.

Most important issues

The most important issues for buyers:

  • Being a good employer (34%).
  • Corporate citizenship (27%).
  • Sustainability and environmental protection (24%).
  • Racial equality (23%).
  • Workplace diversity (23%).
  • Protecting voting and democracy (22%).
  • Kvinnor’s rights (15%).
  • Criminal justice reform (13%).
  • LGBTQ+ issues (10%).

Workplace diversity is considerably more important to B2B buyers than the general public (23% to 15%). 

While the current group of B2B buyers looks like it usually has, that’s very likely to change. Right now the average corporate buyer is mostly under 40 (65%) and male (60%). However, kvinnor make up 53% of the under-30s (as well as 56% of the over-50s). They’re also in the majority at companies with fewer than 50 workers (59%) and those with more than 5,000 (54%). 

Annons

Varför vi bryr oss. The title of the study is “The new B2B: Omni-channel, tech-friendly and woke.” However one cares to define that last word, it is not one usually associated with B2B. That’s very important for focusing marketing and for the world at large. For marketers it means making sales and the C-suite understand that all of the business’s actions have an impact on the bottom line. For the rest of us it means there’s a powerful market force pushing for greater corporate responsibility.


Få det dagliga nyhetsbrevet som digitala marknadsförare litar på.



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Om författaren

Constantine von Hoffman är chefredaktör för MarTech. En veteranjournalist, Con har bevakat affärer, ekonomi, marknadsföring och teknik för CBSNews.com, Brandweek, CMO och Inc. Han har varit stadsredaktör för Boston Herald, nyhetsproducent på NPR, och har skrivit för Harvard Business Review, Boston Magazine, Sierra och många andra publikationer. Han har också varit en professionell ståuppkomiker, hållit föredrag på anime- och spelkongresser om allt från My Neighbor Totoro till historien om tärningar och brädspel, och är författare till den magiska realistiska romanen John Henry the Revelator. Han bor i Boston med sin fru Jennifer och antingen för många eller för få hundar.

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