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ConnectWise scales digital engagement and generates thousands of MQLs with ON24
![](https://www.on24.com/wp-content/uploads/2024/06/Console_1920x1080.png)
-
More
engagement than ever before
-
1000s
of MQLs generated
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42%
registration to MQL conversion
Capabilities
Industry
Use Cases
Number of Employees
- 2,501 to 10,000
Problem
Webinars are a staple in ConnectWise’s integrated marketing strategy. In 2022, they were becoming increasingly dissatisfied with the webinar solution they had been using. Its limited capabilities in areas such as being able to capture engagement data from on-demand webinars and allowing for simulive broadcasting were stifling their ability to scale and take their program to the next level.
Not only were they missing out on valuable data from their on-demand offerings, which created a gap in their understanding of their on-demand audience, they also had to manually export data from their live webinars into their CRM. This meant that their sales team was not able to act quickly on hot leads.
Solution
Once they became ON24 customers, the marketing team at ConnectWise took a measured approach to using the platform, testing it out over a series of months until all their marketing and partner enablement webinars were moved over to ON24 from the previous platform. This allowed the team time to get to know the features and make sure that everything ran smoothly.
Focusing primarily on demand generation, ConnectWise are now prolific users of the ON24 Platform, averaging nine webinars per month. After scaling up their program, they are using that time to focus on strategy and shifting to middle-to bottom-of-funnel webinars with an emphasis on lead conversion.
Having the option to produce automated simulive webinars means they can scale their webinars without additional headcount to run webinars globally, reaching audiences in vastly different time zones. They have also integrated with Marketo. This has allowed ConnectWise to capture data from webinar engagement, score that data and pass it to their sales team to quickly for follow-up leads post-event.
Their partner education team also uses the platform to ensure they have the resources needed to use ConnectWise products as efficiently and effectively as possible.
As the team continues to grow their webinar strategy, they are testing other ON24 products including AI-powered ACE, utilizing Key Moments in emails to stretch their content even further. They are also working on integrating the ON24 platform with Salesforce so they can capture engagement data from on-demand webinars and integrate their processes with sales further and save more time etc.
Results
This year, the team is looking to improve engagement by encouraging their audience to use Reactions. “I saw on an ON24 webinar that there are many more interaction steps and clicks required from marketing people nowadays before they make a decision,” Martha Padilla, Digital Marketing Manager at ConnectWise, explained. “So, I think that Reactions are a nice bridge to open the gates and allow people to feel like it’s a safe zone and they are allowed to react and interact with ConnectWise.”
The team at ConnectWise are seeing major benefits of switching to ON24, if last year’s numbers are any indication. They achieved a 42% registration to MQL conversion rate, alongside thousands of MQLs generated. They also saw strong engagement during their webinars, with more than 2,000 poll and survey questions answered and providing ConnectWise with strong first-party data.
“ON24 has a lot of really great features that were attractive to us to
Jodi McFarlane, Manager of Content Marketing, ConnectWise
scale our webinar program. I think it may be widely known that ON24 is the best in class webinar platform.”
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