Beyond “Alignment”: Creating More Efficiency Between Sales and Marketing

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Behind the Screens.

Tips from On24’s Tessa Barron


One of the absolute best parts of hosting a virtual event is the vast amount of content you create in advance of and during the experience. But how do you best capitalize on all this new content?

We asked Tessa Barron, VP of Marketing at On24 for her advice on this topic. She let us know right off the bat that if you are thinking of establishing a content strategy after your event, you are way behind.

Catch this episode to hear Tessa’s tips on how to plan and strategize using virtual event content well after the experience is over:

    • Content strategy should begin before your first promotions go out – do not leave it as a second thought
    • Think of your virtual event as an “event evolution” – build content leading up to the event, bring it all together, then continue to use it to fuel post-event campaigns
    • Events should be used as a catalyst for engagement, pipeline, and revenue

About Behind the Screens

Behind the Screens is a LinkedIn interview series focused on virtual experiences and demand gen. Each episode, we ask a different industry leader to answer a burning question in about 5 minutes. Follow us on LinkedIn to catch new episodes right when they come out. To submit a question for an upcoming episode, email us at


Ellen Smoley & Stephanie Siemens are a dynamic duo on the growth marketing team at Iron Horse. They are passionate about ensuring all attendees receive a top-notch experience at virtual events, combining fun virtual activities with the latest technologies to meet specific client needs. When not scheming about new and exciting demand gen ideas, they can be found roaming the Bay Area for the perfect margarita.

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