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How Thermo Fisher scaled a digital events strategy using ON24 and AI | ON24

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How Thermo Fisher scaled a digital events strategy using ON24 and AI

Thermo Fisher Console

  • Instant

    AI-generated content for review post-webinar

  • Robust data

    across all digital engagement activities

  • 2.5x

    increase in webinar influenced revenue

Capabilities

Industry

Use Cases

Number of Employees

  • 10,000+

Introduction

Thermo Fisher, a life sciences company that supports their customers in making the world cleaner, healthier, and safer, uses the ON24 Intelligent Engagement platform as part of its always-on virtual event strategy. They utilize an array of ON24 products to promote their demand generation, product awareness, and thought leadership initiatives, keeping attendees engaged with their content well past the event live date. Taking advantage of AI-generated content has saved the team time. Further, the integration with their business analytics tool gives them a single data source across all their digital engagement activities.

Problem

When Gayle Dudley joined Thermo Fisher as the Virtual Events Specialist for the Chromatography Mass Spectrometry division (CMD) the world had emerged from a global pandemic. The team had produced over 300 webinars during the pandemic, but now they were keen to shift back to in-person events instead of webinars. Although Gayle recognized the efficacy of in-person events, she also knew they were one-off, non-scalable events that were time-consuming and expensive. By contrast, digital engagement was a scalable option that fed data instantly and had the potential to keep giving back even after the first showing with an on-demand strategy. 

The challenge Gayle ran into when trying to convince her colleagues to continue using webinars and virtual events was that many believed virtual events were just like in-person events — one-offs. “Our colleagues were thinking, ‘It’s just a webinar. You set it up, do it, and that’s it.’ There was no focus on-demand strategy, the always-on or evergreen approach.”

Gayle needed to dispel this misconception and show marketing colleagues  how webinars and virtual events are viable for demand generation, product awareness, and thought leadership. She also needed to build this strategy and process to showcase the capabilities that ON24 had if they built their program around it.

“What’s fantastic about the ACE products is that almost instantly, you get the content you need. You don’t have to wait.”

Gayle Dudley, Virtual Events Specialist, Chromatography Mass Spectrometry

Solution

Gayle and her manager set out to create an always-on digital engagement strategy with the support of their ON24 account team. They were ahead of the game in many respects since their division already used the ON24 Intelligent Engagement platform, and Gayle had been a long-time user of the platform in a previous role. Thermo Fisher had already invested in ON24 tools and integrated the platform with their Salesforce, Eloqua, and PowerBI, so their data insights from their events were fed instantly into views accessible by sales and marketing.

As they built a program that included webinars that drove demand and showcased their products, one game-changer in their strategy was utilizing ON24 content hubs. Initially, they used one content hub dedicated to internal teams within the division to host their digital events and resources as a binge-able space to enable their teams. We are exploring the expansion of one of our Engagement Hubs to serve all divisions across the enterprise, making it a single point of truth for all virtual events for Thermo Fisher Scientific.  Customers and prospects will be able to access the hub to binge on content well past the live event, giving their content a new life and increasing reach and engagement on their events past the live date. 

The team has also become big fans of ON24’s AI-powered ACE, especially for its Key Moments videos and the ability to easily add short videos directly on the Registration Page. “Key Moments videos are very popular for us, especially with our regional teams,” explained Gayle. “Presenters can also create a short video about the content they will present and encourage registrants to attend, for a more engaging experience.” 

Another feature of the ACE tool are nurture pages which can be developed, using key moments, Key Takeaways as well as eBooks, which are automatically generated extending their content impact across channels. They also use the ON24 AI-powered Smart Text tool to develop strong webinar titles using a prompt in the AI content engine. Overall, using ACE has saved the team many hours of work and extended the impact of their programs beyond webinars. 

As they continue building their virtual event strategy, the team plans to use other ON24 products, including ON24 Go Live virtual events. Gayle is planning their large-scale virtual events strategy next year around Go Live, and its agile and easy-to-set-up style works well for the virtual symposiums.

Gayle also foresees the team using ON24 Forums in an upcoming roadshow where she thinks the two-way experience that Forums provide would be beneficial. Comparing it to legacy collaboration tools, she said, “In other collaboration meeting tools, yes, it’s two-way; however, there are limited analytics and scalability. There’s only a fraction of the experience you get with ON24 Forums.”

“One of the greatest values of ON24 is the expertise of the product experts. The setup and support are amazing, and ON24 has been very receptive to our enhancement requests for specific improvements.”

Gayle Dudley, Virtual Events Specialist, Chromatography Mass Spectrometry

Results

The team has experienced fantastic results from optimizing and leveraging the ON24 products. The ability to instantly generate content post webinar using AI has saved time they would have otherwise spent creating content manually. Now, they only need to review the content and videos generated from Key Moments before using it for their follow-up and always-on initiatives.

Leveraging ON24, the team has realized a 264% increase in digital events influenced revenue over the past two years.

In the coming year, Gayle looks forward to innovating and expanding their virtual event strategy beyond their team. “Our goal is to provide an engaging and optimized experience for our customers and prospects using the robust marketing tools we have available  in our instance of ON24,  as we continue to refine our virtual event strategy.”

“ON24 provides so many options for digital engagement. We've been very pleased with the product and are so excited to expand and innovate our experiences even more.”

Gayle Dudley, Virtual Events Specialist, Chromatography Mass Spectrometry

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