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Webinar and Marketing Technology Purchase Decision Analysis Prepared for ON24
December 2015
www.hanoverresearch.com
Table of Contents
2
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
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
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”
Level of Integration (“Thinking about your overall marketing technology suite, how well integrated are these platforms 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”
Webinar Preference (“If you had to select one or the other, would you prefer…”) 1. Higher cost, full-service (N=84) – “A higher cost, full-service webinar software.” 2. Lower cost, DIY (N=82) – “A lower cost, DIY webinar software.”
4 1. Members who are uninvolved in the selection process were disqualified from the survey.
Introduction and Methodology
Segmentation Definitions Frequency of Use (“How often does your company conduct webinars as part of your marketing initiatives?”)
1. Less than once per month (N=63) – “Less than once every 6 months” or “Once every 4-6 months” or “Once every 2-3 months”
2. Once per month (N=32) – “Once a month” 3. More than once per month (N=71) – “2-3 times a month” or “Weekly” or “Daily”
Length of Use (“How long have you used your current webinar solution?”) 1. 2 years or less (N=88) – “Less than a year” or “1-2 years” 2. 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. Not at all integrated (N=65) – “Not at all - we only use it to deliver content.” 2. Slightly integrated (N=51) – ““Slightly integrated - we use analytical data from the software to evaluate and update
online content.” 3. 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
9
MARKETER CHARACTERISTICS
Involvement in Marketing Technology Selection
10
• Only 7% of marketers are the sole decision-maker for which marketing technology software their company uses.
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.
Importance of Marketing Technology Platform Attributes
7%
61%
32%
0%
20%
40%
60%
80%
100%
I am the sole decision-maker I am involved in both the selection processand in the final decision
I am involved in the selection process, butdo not make the final decision
Tenure
11
• 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%).
How long have you worked in your current industry? N= 367 How long have you worked for your current organization? N= 367
1%
34%
19%
46%
0%
20%
40%
60%
80%
100%
Less than 1 year 1 to 5 years 6 to 10 years More than 10years
2%
54%
19% 25%
0%
20%
40%
60%
80%
100%
Less than 1 year 1 to 5 years 6 to 10 years More than 10years
Time in Industry Time in Current Organization
Webinar Preference Differs by Time in Current Industry
12
• 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.
How long have you worked in your current industry?
Time in Current Industry, by Webinar Preference
1%
39%*
14%
45%
1%
20%* 24%
55%
0%
20%
40%
60%
80%
100%
Less than 1 year 1 to 5 years 6 to 10 years More than 10 years
Higher cost, full-service (N=84) Lower cost, DIY (N=82)
Roles Within Marketing
13
• 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.
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.
"Other" Marketing Role1 Number of Mentions
Market Research / Insights 9
Multiple roles 9
Events Marketing 5
Marketing manager 5
VP 2 11%
1%
1%
4%
5%
8%
8%
9%
12%
12%
14%
14%
0% 10% 20% 30% 40% 50%
Other
Affiliate marketing
Loyalty/CRM
Demand generation
Brand manager
Content marketing
Public relations
Product marketing
Corporate marketing
Marketing operations
Chief Marketing Officer (CMO)
Digital marketing / website
Marketing Role
Level of Involvement Differs by Marketing Role
14
• Almost half of those who make the sole decision for their company’s marketing technology platform are Chief Marketing Officers.
Which of the following best describes your role within the Marketing department?
Marketing Role, by Involvement
10%
12%
2%*
3%
3%
17%
11%
13%*
0%
13%
14%*
2%*
13%
9%
8%*
4%
0%
14%
14%
5%*
0%
11%
3%*
18%
4%
0%
0%
0%
0%
4%
4%
4%
4%
17%
17%*
46%*
0% 10% 20% 30% 40% 50%
Other
Product marketing
Brand manager
Demand generation
Loyalty/CRM
Digital marketing / website
Marketing operations
Content marketing
Affiliate marketing
Corporate marketing
Public relations
Chief Marketing Officer (CMO)
Sole decision-maker (N=24) Involved in selecting and deciding (N=224) Involved in selecting (N=119)
15
MARKETING TECHNOLOGY
Types of Marketing Technology Platforms
16
• 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.
Which of the following marketing technology platforms do you or your organization currently use? N=367
Types of Marketing Technology Platforms Used
60%
53%
45%
38% 35% 33%
9%
0%
20%
40%
60%
80%
100%
CRM solutions Web conferencing Webinar Marketingautomation
Digital AssetManagement
Video advertising Other
Types of Marketing Technology Platforms Differ by Webinar Frequency
17
• 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.
Which of the following marketing technology platforms do you or your organization currently use?
Types of Marketing Technology Platforms Used, by Webinar Frequency
100%
82%*
55%
70%
31% 38%
4%
100%
78%
53%
88%
50% 47%
3%
100%
62%*
40%
68%
32% 29%
6%
0%
20%
40%
60%
80%
100%
Webinar Web conferencing Marketingautomation
CRM solutions Video advertising Digital AssetManagement
Other
More than once per month (N=71) Once per month (N=32) Less than once per month (N=63)
Importance of Marketing Technology Attributes
18
• 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.
How important are each of the following considerations to you when selecting marketing technology platforms? N=367
11%
23%
20%
16%
28%
19%
25%
23%
28%
35%
47%
45%
49%
33%
30%
38%
43%
31%
47%
44%
47%
45%
41%
40%
43%
41%
42%
25%
32%
28%
27%
24%
26%
25%
21%
22%
10%
10%
8%
12%
13%
8%
11%
10%
9%
6%
8%
0% 20% 40% 60% 80% 100%
High level of sophistication
Branding user interface with company logo and colors
Integration with third-party software
Customization of user interface
Mobile access
Scalability within your organization
Ease of access (e.g., no downloads)
Superior IT support
Provides advanced analytics
Product cost
Return on investment (ROI)
Easy to use
Software performance reliability
Extremely important Very important Moderately important Slightly important Not at all important
Importance of Marketing Technology Platform Attributes
Importance of Scalability Differs by Webinar Frequency
19
• Marketers who conduct webinars more than once per month are the most likely to value scalable marketing technology platforms.
How important are each of the following considerations to you when selecting marketing technology platforms? – Scalability Within Your Organization
Webinar Frequency, by Importance of Scalability
14%
22%
15%
49%*
28%*
62%*
27%
41%*
15%*
6%
9%
7%
0% 20% 40% 60% 80% 100%
Less than once per month (n=63)
Once per month (n=32)
More than once per month (n=71)
Extremely important Very important Moderately important Slightly important Not at all important
Reasons for Selecting Marketing Platform
20
• Marketers look for the best value (64%) when deciding which marketing technology platform to use.
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
Reasons for Selecting a Marketing Technology Platform
7%
13%
14%
19%
20%
26%
34%
36%
49%
64%
0% 20% 40% 60% 80% 100%
Newest technology on the market
Provided by a company we already use
Lowest cost
Best look and feel
A popular platform on the market
Most features
Recommended by a colleague
Highest ratings
Easiest to use
Best value
Time Investment in Marketing Platforms
21
• 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).
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
8%
49%
31%
12%
0%
20%
40%
60%
80%
100%
Less than a month 1 to 3 months 4 to 6 months 7 months or more
11%
43%
29%
13%
3%
0%
20%
40%
60%
80%
100%
Less than amonth
1 to 3 months 4 to 6 months 7 to 12 months More than ayear
Time Spent Researching Options Time Required for Approval and Implementation
Attitudes Towards Marketing Technology Platforms
22
• 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.
How much do you agree or disagree with each of the following statements? N=367
10%
11%
10%
18%
22%
8%
23%
37%
40%
45%
61%
61%
27%
45%
35%
29%
28%
17%
15%
42%
23%
17%
17%
16%
21%
0% 20% 40% 60% 80% 100%
I do not believe marketing technology platforms produce meaningfulresults for businesses.
I feel marketing technology platforms are too complicated.
I feel overwhelmed by the number of marketing technology platformsavailable in the marketplace.
I am concerned about the lack of integration of marketing technology intoour business.
I am more concerned with how to best utilize our current marketingtechnology platforms than finding new solutions.
I push to improve how my organization approaches using technology inour marketing initiatives.
I see the value in integrating marketing technology platforms into my team’s work.
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
Attitudes Towards Marketing Technology Platforms
23
USE OF WEBINAR SOFTWARE
Uses of Webinar Software
24
• Marketers most commonly use webinar software for training (82%) and marketing (72%) purposes.
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.
Uses of Webinar Software
82%
72%
57%
3%
0%
20%
40%
60%
80%
100%
Training Marketing Internal communications Other
Webinar Product Usage
25
• 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.
Which of the following features are most important to you when selecting a webinar solution? Please select up to five features. N=166
1%
3%
2%
4%
4%
10%
11%
13%
19%
24%
26%
27%
31%
32%
40%
40%
42%
55%
66%
0% 20% 40% 60% 80% 100%
None of the above
Other
Break-out rooms
Integrated billing and payment processing
Console customization
Individual user interface customization for attendees
Meeting room rebranding
Identification of sales-ready leads
Cloud based
Integrated with other marketing software
Mobile device support
Speaker can poll the audience
Large simultaneous user capacity
Q&A features
Audience can ask questions
Product cost
Registration for attendees
Recording/sharing capabilities
Ease of use
Most Important Webinar Features
Areas in which Webinar Provider is Lacking
26
• 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.
Is your current webinar provider lacking in any of the following areas? Please select all that apply. N=166
Areas in which Current Webinar Provider is Lacking
46%
3%
4%
7%
9%
9%
10%
10%
10%
11%
11%
12%
13%
14%
14%
19%
0% 10% 20% 30% 40% 50%
None of the above
Other
Value
Scalability within your organization
IT support
Return on Investment (ROI)
Integration with third-party software
Branding user interface with company logo and colors
Easy to use for presenters
Software performance reliability
Mobile Access
Customization of user interface
Provides detailed reports on user behavior
Easy to use for attendees
Level of sophistication
Provides advanced analytics
Areas that would Increase Webinar Satisfaction
27
• 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).
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
Areas that would Increase Webinar Satisfaction
45%
2%
1%
1%
2%
2%
4%
4%
4%
4%
4%
4%
6%
9%
9%
0% 10% 20% 30% 40% 50%
None of the above
Other
IT support
Value
Scalability within your organization
Mobile Access
Branding user interface with company logo and colors
Customization of user interface
Easy to use for presenters
Return on Investment (ROI)
Software performance reliability
Provides detailed reports on user behavior
Level of sophistication
Provides advanced analytics
Easy to use for attendees
Concerns of Integrating Webinars
28
• 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.
What are the key concerns your company faces in learning how to use and integrate webinars into your business? N=166
12%
16%
23%
27%
28%
28%
29%
46%
45%
46%
40%
49%
51%
40%
42%
39%
31%
33%
23%
22%
31%
0% 20% 40% 60% 80% 100%
Convincing internal stakeholders of the value of webinars
Getting the necessary IT support to use the software
Integrating the analytics from the software with other marketing software
Using the reporting and analytics to identify a large amount of leads
Having one solution that addresses all webinar needs
Leveraging the solution to generate ROI within the company
Using the reporting and analytics to correctly identify sales-ready leads
Major concern A slight concern Not a concern
Concerns of Integrating Webinars into Business
Concern of Having One Solution Differ by Involvement
29
• Marketers with more authority over selecting a webinar solution tend to be more concerned with having a single solution that addresses all webinar needs.
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
Concern of Having One Solution that Addresses Webinar Needs, by Involvement
9%
27%
64%*
24%
46%
30%* 24%
58%
18%*
0%
20%
40%
60%
80%
100%
Not a concern A slight concern Major concern
Sole decision-maker Involved in selecting and deciding Involved in selecting
Concern of Convincing Stakeholders of Webinar Value Differs by Level of Integration
30
• 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.
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
Concern of Convincing Internal Stakeholders of Value of Webinars, by Integration
29%*
46%
25%*
47%* 49%
4%*
52%*
44%
4%*
0%
20%
40%
60%
80%
100%
Not a concern A slight concern Major concern
Not at all integrated (N=65) Slightly integrated (N=51) Somewhat / fully integrated (N=50)
Preference for Webinar Software
31
• An equal number of marketers prefer either a higher cost, full-service webinar software or a lower cost, DIY webinar software.
If you had to select one or the other, would you prefer… N=166
A higher cost, full-service
webinar software
51%
A lower cost, DIY webinar
software 49%
Preference for Webinar Software
Sources for Selecting Webinar Software
32
• 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.
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
Sources Used when Selecting Webinar Software
8%
4%
10%
16%
19%
23%
27%
27%
54%
55%
0% 20% 40% 60% 80% 100%
I do not consider additional resources when making these decisions
Other
Social Media
Marketing materials
Industry publications / white papers
Sales representatives
Internet searches
Company websites
Recommendations from colleagues
Past experience with brand
Benefits of Using Webinar Software
33
• Marketers perceive the benefits to attendees (an engaging experience and easy access) as the primary benefits of using specialized webinar software.
What are the primary benefits you see in using specialized webinar software? Please select all that apply. N=166
Benefits of Using Webinar Software
1%
19%
35%
39%
43%
46%
67%
69%
0% 20% 40% 60% 80% 100%
Other
Specialized technical support
Ability to identify high quality leads
Generating more business
Higher quality web content
Increasing ROI
Easy access for attendees
Engaging audience experience
Benefits of Using Webinar Software Differ by Webinar Preference
34
• 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.
What are the primary benefits you see in using specialized webinar software? Please select all that apply.
Sources Used when Selecting Webinar Software
1%
15%
37%
22%*
38%
39%
67%
71%
0%
23%
40%
48%*
49%
54%
67%
67%
0% 20% 40% 60% 80% 100%
Other
Specialized technical support
Generating more business
Ability to identify high quality leads
Higher quality web content
Increasing ROI
Easy access for attendees
Engaging audience experience
Higher cost, full-service (N=84) Lower cost, DIY (N=82)
Goals When Conducting Webinars
35
• 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.
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.
Goals when Conducting Webinars
8%
33%
44%
54%
57%
63%
0% 20% 40% 60% 80% 100%
Other
Identifying sales-ready leads
Product demonstrations
Greater brand recognition
Connecting with new leads
Thought leadership“Other” Goals of Webinars Number of
Mentions1
Communication 5
Training / Internal Education 5
Goals When Conducting Webinars Differ by Implementation
36
• Marketers with highly integrated marketing platforms are most likely to seek sales-ready leads and thought leadership using webinars.
Which of the following are key goals for your business when conducting webinars? Please select all that apply. N=166
Goals When Conducting Webinars, by Integration
46% 52%
38%
46% 50%*
7%
55% 53%
23%*
44%
70%*
8%
64% 68%
41%* 41%
70%*
11%
0%
20%
40%
60%
80%
100%
Greater brandrecognition
Connecting with newleads
Identifying sales-ready leads
Productdemonstrations
Thought leadership Other
Not at all / slightly integrated (N=56) Somewhat integrated (N=66) Mostly / fully integrated (N=44)
Most Worrisome Part of Webinar Software Implementation
37
• When implementing webinar software one-fourth of marketers worry most about measuring marketing program impact.
When you implement webinar software what part of the process is most worrisome for you? N=166
13%
4%
7%
8%
9%
10%
11%
14%
25%
0% 10% 20% 30% 40% 50%
None of the above
Other
Using the tool to retain current customers
Using the tool to understand customers
Leveraging the tool as a competitive differentiator in the market
Creating new streams of revenue
Ensuring the results are data driven
Using the tool to generate quality leads
Ensuring we can measure the impact of marketing programs
Most Worrisome Part of Webinar Software Implementation
Time Using Webinar Solution
38
• Two-thirds of respondents have been using their current webinar solution for 1 to 4 years.
How long have you used your current webinar solution? N=166
16%
37%
29%
18%
0%
10%
20%
30%
40%
50%
Less than a year 1 - 2 years 3 - 4 years 5 or more years
Length of Time Using Current Webinar Solution
Integration of Webinar Solution
39
• 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.
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
Integration of Webinar Software Reasons for Lack of Integration
21%
20%
25%
34%
0% 10% 20% 30% 40% 50%
Other
Integration is too complex
The software is not compatible
We do not see the value of furtherintegration
39%
31%
23%
7%
0%
10%
20%
30%
40%
50%
Not at all - we onlyuse it to deliver
content
Slightly integrated- we use analytical
data from thesoftware to
evaluate andupdate online
content
Somewhatintegrated - thesoftware works
well with most ofthe othermarketing
software we use
Fully integrated -the software workswell with all of the
other marketingsoftware we use
Frequency of Webinars
40
• Almost two-thirds (59%) of marketers conduct webinars between once every 2-3 months to 2-3 times a month.
How often does your company conduct webinars as part of your marketing initiatives? N=166
Frequency of Webinars
16%
6%
16% 19%
24%
14%
4%
0%
10%
20%
30%
40%
50%
Less than onceevery 6 Months
Once every 4-6Months
Once every 2-3Months
Once a Month 2-3 Times aMonth
Weekly Daily
41
DEMOGRAPHICS
Industry
42 What industry is your company in? N=367
6% 0% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 2% 2% 2% 2% 2% 2% 2% 3% 3%
4% 4% 5%
7% 8% 8%
12% 14%
0% 10% 20% 30% 40% 50%
OtherGovernment / Military
BiotechnologyEngineering / Architecture
CommunicationsInternet
LegalPharmaceutical / Chemical
Real EstateTransportation / Distribution
WholesaleTravel / Tourism
UtilitiesConstruction / Home Improvement
AdvertisingAerospace / Aviation / Automotive
EntertainmentFood Service
ConsultingMedia / Printing / Publishing
Business / Professional ServicesTelecommunications
Computers (Hardware, Desktop Software)Marketing / Market Research
RetailFinance / Banking / Insurance
Healthcare / MedicalNon-Profit
ManufacturingEducation
State of Residence
43 In which state are you based? N=367
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