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Global Enterprise Technology Manufacturer | Case Study | ON24

A new year means new targets for your team 🎯. Discover how you can hit them with webinars on Dec. 3. Register now 

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Global enterprise technology manufacturer doubles lead conversion with ON24

  • 2x

    lead conversion

  • 140%

    of scaled webinar production

  • 5

    weeks saved a year with webinar automation

Capabilities

Industry

Use Cases

Number of Employees

  • 10,000+

Introduction

The team at this global enterprise technology manufacturer uses ON24 to scale their webinar program, double lead conversion and save weeks on webinar production time without any additional resources or headcount.

Problem

Before adoption of ON24, this manufacturing company struggled with their legacy webinar solution because it required many manual processes that discouraged internal adoption.

The biggest problem was its inability to handle data. It wasn’t measuring engagement metrics at all—and that was a deal breaker for their marketing and sales departments as they struggled with fragmented data, resulting in low lead conversion.

They needed a platform with first party data collection that could tell them who attended a webinar, how long they watched and how they interacted with the content, so they could more effectively identify and follow up with warm leads.

“In the early stages of the buyer journey, we wanted to avoid a leaky bucket situation with our leads, where people fall through the cracks. ON24 data collection and reporting helps us prioritize so warm leads will never go cold.”

“We love that we can be this nimble with our webinars. ON24 has added real value to all our programs around the world.”

Solution

This Enterprise Technology Manufacturer uses Webcast Elite for all of their webinars. The team finds the dashboard functional and easy to use but is most impressed by the Advanced Analytics.

Using ON24 Connect to integrate Eloqua and Salesforce streamlines their marketing process. With Eloqua, the marketing team can move people easily from their email list to the appropriate webinars, offering a smooth and efficient customer experience. Registrants simply need to click a button in the email and they’re in. ON24 automatically pushes registration and engagement datato Salesforce. With engagement data at their fingertips, sales reps can then offer faster follow up with the right content at the right time to those who need it.

As a global company, they find tremendous value in Simulive webinars. By frontloading previously recorded content and following up with live Q&A, content is accesible worldwide, across language barriers and time zones, and offer a more regionalized experience to attendees.

“We love that we can be this nimble with our webinars. ON24 has added real value to all our programs around the world.”

“It’s all about the set-up. With ON24, we’ve been able to template-ize a lot of the console. From a production standpoint, it’s very easy and the automation saves us about five hours on every webinar.”

Director, Marketing

Results

With the help of ON24, this company was able to scale their execution by 166%, without adding any new staff.

“It’s all about the setup. With ON24, we’ve been able to templatize a lot of the console. From a production standpoint, it’s very easy and the automation saves us about 5 hours on every webinar.” With the number of webinars they produce, that’s up to 5 weeks a year.

They’ve also seen a jump in registrant to attendee conversion—from 20% to 40% year over year and doubled lead conversion. This is attributed to their ability to segment content and promote each series to different audiences while capturing important lead scoring information. Additionally, they have had more registrants and attendees in the first half of the year than they had all of the previous year.

ON24 has had a huge impact on the organization’s overall marketing strategy. “There’s no way we would have been able to scale to this extent without ON24. You’ve done a lot to automate things and that’s been crucial for our growth.”

“ON24 data jumpstarts our lead process. The analytics are the key player for us, qualifying leads and segmenting them so we can make sure we’re serving up the right content at the right time in the buyer journey.”

Director, Marketing

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