On24 likes to use these words "intelligent engagement" and we here at V2 love those words. So when it comes to new developments in AI and the trends that will take "intelligent engagement" to the next level, what should a marketer know? And how will it help you do your job better?
Recently V2's co-founder Aaron Cole and Head of Strategy Roger Courville, CSP had an in-depth discussion about "ON24 and AI technology: What marketers should be thinking about," but this is a snippet of that conversation speaking directly to ON24's use of the words "intelligent engagement" and how that touches down in new opportunities for marketers.
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Series: #ThoughtLeaderConversations
Sponsor: V2, LLC, expert virtual and hybrid event production, www.VirtualVenues.com
Host: Roger Courville, CSP, https://www.linkedin.com/in/rogerc/
Keywords: #ON24 #virtualevents #hybridevents #ai #artificialintelligence #aaroncole #marketingwithwebinars #intelligentengagement
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UNEDITED TRANSCRIPT
[00:00:00] Roger Courville, CSP: On24 likes to use these words, intelligent engagement, and I love those words. I don't think that's trademarked or anything, unique to them, but I'm curious what strikes you when it comes to the various ways that this is going to provide you opportunity and benefit. Where does, where did those words intelligent engagement touchdown for you?
Maybe before an event, during an event, after an event. Pick your starting, your starting spot there.
[00:00:32] Aaron Cole: Definitely. And I, I would, I would answer that question and kind of go back and preface that from both kind of different levels of where AI can fit into the picture. Again, you've got that initial level, you've got that higher level, and then to your point, even a third level that you were just talking about a minute ago, Roger, kind of in that, in that, in that spectrum.
So if we're talking about initially. Providing product or, or efficiencies to your campaign. Let me put it that way. Automating your workflow is obviously a very big one to begin with, where, you know, 90 percent of what you're setting up on a webinar platform, you've already done 20 times and, and almost every platform out there does have an ability to clone an event or copy of it or whatever it happens to be.
But that's a very basic kind of higher level function. Again, I think pretty much everybody has that where you're, you're not having to recreate the development wheel of setting stuff up and putting it together and, you know, setting up your event to look the same as it always has. You can provide that via templates and have that be smarter as a way for you to use your time.
In addition to that, and this is where AI also would start to come in, is that we're going to be talking a lot in this in this session today, but even more so market segmentation and, and what that really means is you as a marketer being smarter in ways that you connect with who you're trying to get to your event.
And so just as an example. You know, if you have a wide ranging event and you've got potentially CIOs on the call and you've got IT personnel on the call, it would be really smart to be able to design your system so that it is able to detect what camp either of, you know, all of your registrants come in on and then even potentially dictate and serve up.
relevant content, depending on what side of the spectrum they're on. So if you're an IT person, you're going to get served up content that is very specific and relatable to you as an IT professional, which is completely different than a CIO. It goes back to data again.
[00:02:40] Roger Courville, CSP: I, I, one thing,
I mean, A, B testing on webpages is not a new idea, but sadly, In the world of virtual events, we still haven't really had what you were just talking about, which is, Oh, based on X, Y, or Z. I detect that you are Y and I'm going to serve up a different wrench page to you or something like that. And I realized that some of this may actually end up being kind of.
Maybe forward leaning, right? We don't, please, if you're listening don't take every one of these things as something that that on 24 can do today or, or frankly, anybody, but, but this is where it's going, right? It's kind of like the workflow part that you were talking about, right? Everybody has the ability to copy forward an event, right?
I created this event and now I want to reuse that and maybe even call it a template where So that I don't have to redo all my branding and all of the stuff that I had already taken time to do. But what about when that intelligent engagement takes it to the next level? And maybe he says, Oh, you scheduled this on you know, September 3rd.
Do you realize that that's a holiday week? Do you, do you want to do that in a holiday week or whatever? Right. And and so the, the, the potentiality for you being better at your job or, or, you know, being smarter is some of that's going to touch down for you as the kind of the program owner. Some of it's going to touch down for us as the producers, right?
If you, because as you get more strategic than knock on wood, maybe you consider, you know, outsourcing the production to a production crew like us. But both, both serve to, to help you be a whole lot more effective and efficient at your job. So there's, there's a thousand of those little things that start to touch in the detail.
[00:04:34] Aaron Cole: That's that first level, right? That's that first level of how do I become smarter and more efficient with my time, but also potentially growing into that where I become better at my job. Better at my job because I'm utilizing a tool or product that has AI integrated in it because I have either better data or more insights, more insightful data that I can act on, or I'm even segmenting that out and being proactively more efficient as I'm looking at nurturing those leads.
That's exactly it. And that's why, again Again, not, not a commercial to On24, but it is impressive that I think that the ability and you know, the aha, the hallelujah moment, you know, of like, let's just figure out a way to segment our audience. Okay, and I'll program that into my system and I'm going to identify my segments that I know I'm going to hit and I'm therefore going to be able to serve them up different content.
During the event, I can serve up different things for call to actions, depending on who those segments are. It's just, it's just very cool stuff. And, and to continue your question about you know, during, before and after, before, during and after There are other obvious elements of, of providing transcripts even, or, you know, taking your content and flipping it into a bo a blah, a blog, you know, or, or an ebook or something like that.
Just having that automatically be generated. Another one that I, that I really love, that I think is very cool is, you know, visually providing a marketer, essentially a heat map of your recording, you know, visually providing you with a heat map that actually visually shows you where the highest levels of integration on your event work.
And that's metric via audience engagement. So questions, annotations, chat, you know, things like that all go into that, that algorithm to provide that. So you visually can see where the, where the greatest hits are, but then even taking it one additional level. of having the system automatically create snippets of those heat map points that you can then serve up back to those relative segments of your market.
Not rocket science, it's just really smart. You know, it's just, again, getting back to the helping you be s'more, s'more, more create, more efficient. And effective with your time
[00:06:58] Roger Courville, CSP: and it's all in a cream
[00:07:01] Aaron Cole: and it's all integrated. It's all right.
[00:07:03] Roger Courville, CSP: No, because here's the thing. You just, you just, I mean, you just touched on several things that we could probably riff on for a whole hour and we won't, but let's just take that one, right?
There's a, I don't even know. I can't even count the number of services that I see now where you can go upload a video and it will smartly detect little extractable moments from this video that you, you know, like we could upload this video and it goes in and identifies 10 different places, 10 different deadlines
[00:07:32] Aaron Cole: if it did at one of ours, but anyways,
[00:07:34] Roger Courville, CSP: go ahead.
Great. And it will go auto extract little videos for the sake of uploading to YouTube. to social media, right? But that's an, you think, just think about the time in your production workflow, right? As opposed to, oh, we just did our webinar in on 24 and it, it auto does it all within that space.
[00:07:56] Aaron Cole: Why not have that be part of the same platform?
[00:07:59] Roger Courville, CSP: Right? And so to me, there's probably two parts. One is an awareness of that kind of thing with regard to you thinking strategically as a marketer going, ah, I'm, you know, Already thinking beyond interviewing Aaron to going this one hour interview is going to serve some people who like long form content and I don't even have to spend hours and hours and hours in, in right.
Some video editing program trying to extract 30 second snippets of soundbites for social. I'm already ready to go. And to Aaron's point, I'm because everything's driven now off of a transcripts that now can easily be just easily and automatically done. It's all driven in a way that allows you to go in and make intelligent choices, including to Aaron's point, push a button.
And now we take that transcript and turn it into an ebook. Oh my goodness. You know, everybody's got AI, right? Go to Webex. Everybody's got some, some form of AI going on, but it's a whole lot more than just generating title ideas. It's, it's actually. Just going to be transformative with regard to the nature of
[00:09:10] Aaron Cole: the potential
[00:09:10] Roger Courville, CSP: think about strategically how we think about go to market.
[00:09:14] Aaron Cole: Yep. And I think that starts to get into that, that those higher levels of, you know, yes, this is helpful again, to your point, to be official with my time and I could take this and drop my file into Camtasia, blah, blah, blah, and find all that stuff and cut those. But it certainly is helpful to have all of that, again, be a part of a workflow that's already within a single platform.
That higher level of becoming better at my job because of the tools I am using, aka. Artificial intelligence. So getting back to data, thinking through and finding ways that you are potentially lead scoring better, having that data tie into a larger CRM, so that you've got one aggregate source of all of your data, being able to look at the lifetime relationship cycle of people that are attending your webinars and even have that provide suggestions of content that might be relevant to that specific individual based on their history, based on their consumption.
Again, it's not rocket science and to your point a lot of people have similar things, but in our world it's pretty smart to have all of that be available in one ecosystem that you're building out. your inner, your you know, your marketing design from, you know, and having that all be something that you can then go to your boss or whoever it is, you know, that, or even yourself, when you're looking at yourself in the mirror in the morning and just saying, I am being better at my job.
Because of the tools I am employing and I am using
[00:10:53] Roger Courville, CSP: here was just one of my experiences. So I don't know what it was six weeks ago, two months ago, I went to this, the event here in Seattle and they Mark Bornstein says, Hey, here's QR code. where you can get the deck and it was a, it was a killer event, killer food, by the way.
But so I get home and, and I go to the site to get a copy of the deck. This is kind of their personalization at scale. And to me, this is kind of that where, where we begin to see that intersection of synchronous and asynchronous, right? So I actually, I scanned the little QR code to go. To the place where I can grab the copy of the deck.
And when it takes me to a website, there is our virtual venues logo in the upper left hand corner.
[00:11:46] Aaron Cole: Pretty cool.
[00:11:47] Roger Courville, CSP: Pretty cool. And you know, I mean, I'm not 22 and I didn't just get out of college and I'm not didn't just fall off the turn up truck. I've been doing this a long dang time. Yeah. And, and I still had this aha moment was like, oh yeah.
So it wasn't just about the logo in the upper left hand corner because now all of the little content panels down below, because it suggested content in. Not only offered me the deck, but suggested a whole bunch of other content pieces and it made this, and I'm going, ah, and what I'm going to see is different than what Aaron would see is different than what Jessica would see.
And I'm like, Oh, that, that is beautiful. All driven off of data, in a sense, collected. At an event before an event, during the event, after the event, whatever. Right? And I'm like, oh, my friends. That, that is a whole new world of webinars. Right? And and to be fair, that's, that's one of the places they're leading, right?
Because it's not just about, do I have a different way to launch a poll? It's, it's a, it's a whole next level with regard to the nature of how engagement happens.
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