A core component of this large, global semiconductor company's success is enabling software developers to understand new technologies, speed up the development cycle, and introduce new products based on this company's technology to market faster. As part of this education, this company holds a series of webinars focusing on key tools and methodologies. In the past, the company leveraged a third party to handle this webinar program from driving attendance to hosting the events. However, this has a budgetary impact on the company. Leveraging the company's existing contacts database, the company decided to hold these events themselves.
Though the company had the content and contacts database, the company wanted a technology partner who could provide a quick, easy and effective solution. Furthermore, creating awareness and driving registrants to the company's software developers' technical webinars was key.
After reviewing several solutions, the only technology provider who could fulfill the company's needs was ON24 Inc., a leading webcasting and rich media marketing solutions company. ON24 had the full solutions suite for the company's software developers program: pre-event promotion, one-stop global registration system, a webcasting platform to host and manage the webcasts, real-time reporting, lead scoring, and CRM integration.
Based on this large semiconductor company's needs, ON24 crafted a comprehensive approach to generate awareness for the software developers' program, while positioning the company as leveraging innovative technology for promoting the series:
- Bannercast On-Demand: Promoted the program as on-demand video ads, which were shot at the company's studio. The ads were re-formatted and displayed on various industry sites to generate registrants for the primary series.
- Audio Webinars: The company leveraged ON24's scalable and reliable webcasting platform to deliver eight webinars to thousands of attendees.
- LeadVantageSM: ON24's lead generation system provided the company with lead scoring, lead dashboard, and partner reference program to track incoming leads.
- ON24 Podcasts: ON24 edited the programs into bite-size chunks to promote future events.
- On-Demand Video: ON24 created an on-demand video, or "Break-out Session", which was designed to allow a "deep-dive" into a specific area of the over-arching webinar. This was accessible from the event console or on the software developers' series landing page.
While the webinar program is still ongoing, initial results have been positive. The Bannercast On-Demand ad spots have been experiencing a 10% click-through rate, with 27% completing the call to action to register for an event. Furthermore, ON24's sophisticated lead scoring engine incorporated 15 promotional mechanisms, enabling the company to make real-time decisions regarding the effectiveness of email campaigns and media buys.
By using a closed-loop approach incorporating video and audio, this large, global semiconductor company achieved a 41.5% call to action to register for the eight events comprising the program. On average, each program had over 1,600 attendees.
