How athenahealth improves webinar experiences with an ON24-Eloqua integration
About
athenahealth partners with healthcare organizations across the care continuum to drive clinical and financial results. Our expert teams build modern technology on an open, connected ecosystem, yielding insights that make a difference for our customers and their patients.
Introduction
Engaging leads with thought-provoking content
athenahealth is a cloud-based healthcare IT company that provides a network of services for physicians and health systems, including electronic health records, medical billing services, and patient communication services. The small company has aggressive growth goals and uses webinars to engage prospects in an educational, thought-provoking way.
Webinars support two key aspects of athenahealth’s marketing strategy:
- Access. Hosting webinars on important health care regulations and issues gives athenahealth access to new leads.
- Lead nurturing. With a sales cycle that can stretch far beyond 12 months, athenahealth offers webinars about practice management and other healthcare-related topics to establish itself as a business partner and a thought leader while nurturing relationships.
Problem
Optimizing the webinar experience
With webinars as a core part of its marketing strategy, athenahealth wanted to improve some aspects of the webinar experience:
- Branding. athenahealth had some control over branding on webinar registration pages, but the marketing team wanted webinar pages to match the look and feel of the company’s website.
- Communications. The marketing team was manually exporting registration data from ON24 to its marketing automation tool to ensure its audience didn’t receive too many invites.
- Sales team follow-up. After a webinar, marketing would download attendance data from ON24 and send it to the marketing operations team to import into Salesforce.
Solution
Integrating with the marketing technology stack
Athenahealth decided to integrate ON24 with its Eloqua marketing automation and Salesforce customer relationship management (CRM) platforms. Integration has allowed the marketing team to take advantage of:
- Customized webinar console. The marketing team can better align webinars with the company’s brand, featuring the same colors, fonts and iconography used on the athenahealth website.
- ON24 integration. Key information about webinar attendees is now automatically exported to the company’s marketing automation tool.
- Lead intelligence. With a detailed analysis of webinar attendees, lead scoring is simpler. The company uses ON24’s engagement score to easily identify marketing and sales-ready leads.
“Our integration between ON24, our marketing automation and our CRM has helped with every stage of the buyer journey.”
Marketing Manager, athenahealth
Results
Getting leads on the right path faster
Since integrating ON24 with its marketing technology stack, athenahealth has enjoyed:
- Better access to leads. The company logged more than 100 meetings with leads after a webinar about a new health care regulation.
- Less time managing data. The marketing team has saved hours of time manually managing registrant and attendee data.
- Faster follow-up. Now, athenahealth can quickly identify the most important leads and get them into the sales cycle quickly.
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