How G3 Communications brings new life into sponsored content with on-demand webinars

G3 Communications is focused on developing custom content for its clients to build thought leadership rapport and ultimately drive leads. In recent years, the way people consume content has changed dramatically, even from a B2B perspective. Traditional marketing tactics, such as email campaigns, don’t engage and drive leads the way they used to.

To help its clients and brand sponsors break through the noise, G3 Communications recognized it had to innovate its own marketing strategy. The company decided to focus on and optimize its top-performing digital channels, and webinars rose to the top. After analyzing results across its diverse group of owned publications, G3 found that always-on webinars and event series had the greatest return on investment.

G3 decided ongoing webinar campaigns offered the best value for its audiences and sponsors alike. To execute an always-on campaign strategy, G3 turned to the ON24 Platform to deliver live webinars and a centralized resource for on-demand webinar consumption. G3 now works with more than 50 clients simultaneously, sharing different sponsor perspectives on the same theme. Having a persistent online destination for multiple on-demand webinars minimizes one-off promotions for individual pieces of content. Now, the publisher reaches multiple audiences at a time, providing a more cost-effective way for partners to expand their reach.

True to its creative nature, G3 also found many other unique ways to use ON24 webinars to breathe new life into traditionally dry reports or consumer surveys. By using the ON24 screen share feature, presenters showcase interactive content on-screen while simultaneously walking through the content via webcam, making interactive reports and surveys more engaging. This also gives G3 and its sponsors the opportunity to elaborate on reports and open up more in depth discussions on important issues, a much higher quality experience than with more traditional, static content.

Using the ON24 platform to build out webinar series for its various publications, G3 is also able to support sponsors’ mission to provide more value to customers and prospects. These week-long series incorporate up to three themed webinars per day and showcase sponsors and their clients as thought leaders, experts and examples in their spaces, while simultaneously generating thousands of leads for partners.

Finally, G3 leverages the ON24 Engagement Score to deliver specific reports to clients, beyond a standard lead report, for a detailed analysis of each webinar attendee. Combined with G3’s own criteria and measurements, the ON24 Engagement Score lets sponsors know which resources attendees downloaded, how long they viewed a piece of content, and how they interacted with it. Typically, in-depth reports such as these take extensive time and energy to provide, but the ON24 Engagement Score simplifies a majority of the reporting and gives G3 precious time back for content creation while providing sponsors with better insight to more genuinely connect with leads.