Enterprise technology provider drives $25 million in pipeline with ON24

Their Webinar Program Manager decided that lasting webinar success required aligning to their companies go-to-market company-wide strategy.

In coordination with partners across the business, their team proactively created a quarterly webinar schedule tied specifically to company objectives and priorities. Rather than creating webinars in a rushed manner in response to a request, a clear process was shared and slots were allocated ahead of time.

Webinars were standardized into one of three types, with audience experiences pre- configured and templatized in ON24: those targeting a specific line of business, a specific industry, or wider thought leadership. This made audience experiences more consistent and running programs more efficient. They also created specific channels for each webinar in their communication tool, allowing both speakers and relevant sales reps to plan more effectively and amplify results.

The ON24 platform also allowed this enterprise technology provider to design experiences that maximized engagement with their target buyers. Moving to live webinars with video allowed speakers to better connect with the audience, while the real-time Q&A enabled the presenters to engage on a one-to-one basis. Live polls and other engagement tools drove further interaction, providing unique first-party data that sales could use in their conversations. Sales-ready buyers could also book a meeting or sign-up for a trial directly from the webinar.

Using ON24 landing pages also allowed the team to deliver personalized webinars and curated content to priority industries and high- value audiences, further boosting interest and driving interactions beyond a single webinar.

Through ON24 integrations and its native integration with Salesforce, first-party data collected through webinar registrations allowed reps to quickly identify engaged decision makers, as additional data such as job title and role enabled prompt routing and follow up. The insights gathered through analytics also made it easy to create reports for sales to understand more about each buyer and their likely needs based on their behavior.

With rich insights now available, the team can continuously optimize their approach and remain efficient. “If we’ve done a webinar and we’re not seeing any pipeline for it, we’re able to decide whether doing that topic or targeting that audience again is worth it. We can focus more on quality over quantity.”