How LeanData webinar marketing accelerates leads through pipeline at 4.5x ROI
About
LeanData provides the market’s leading Revenue Operations platform for high-growth B2B organizations to accelerate revenue and improve performance.
Introduction
With ON24, LeanData transformed webinars from mere online content pieces into their third-highest performing marketing channel. After just one year, the company uses its webinar marketing program to accelerate leads through the pipeline at a 4.5X ROI.
Problem
Offering strategic lead management services to B2B sales and marketing professionals, LeanData expertly tackles the wellknown challenge of ‘marketing to marketers.’ The company takes a nimble multichannel approach and every dollar counts.
When LeanData decided to use webinars more strategically, an early provider faltered with disastrous technical issues. The marketing team vowed to find a reliable platform that would deliver a compelling webinar experience, engage customers, and get results.
Solution
The only platform capable of accelerating leads through pipeline
For their new webinar marketing strategy, LeanData needed a platform that was more than just a solid, user-friendly content generation tool. The company chose ON24 to evolve its webinar marketing program into a full-blown marketing channel, capable of accelerating leads through the pipeline.
- Comprehensive analytics. ON24’s industry-leading analytics transform webinars into powerful tools for demand generation. LeanData would be able to analyze attendee behavior, benchmark trends, identify
hottest leads, and assess webinar marketing ROI. - Engagement at scale. Among other channels, LeanData relied heavily on live events. High cost by nature, event scalability was an issue. With ON24’s platform, the company could engage the same level of audience on a regular basis.
- More bang for the buck. LeanData would gain more traction from their investment by offering on-demand viewing, and by easily repurposing ON24 webinar marketing content for additional demand generation tactics.
Results
New webinar marketing program achieves 4.5X marketing ROI
Just one year after choosing ON24, LeanData reaped a record-shattering 4.5X return on their investment, and the new webinar marketing program now ranks third in marketing ROI behind in-person events and nurture channels.
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- Webinars: From content to channel. ON24 inspired LeanData to look past webinars as content pieces and leverage them collectively as a comprehensive sales channel. The company pushed past the one-off webinars, turning them into successful, multi-layered marketing campaigns.
- Irresistible experiences. ON24 empowers LeanData’s marketers to cut through the clutter with engaging webinars and high-quality content that attract even the toughest prospects.
- Lead acceleration through pipeline at 4.5X marketing ROI. Thanks to ON24, LeanData now delivers compelling webinar experiences that captivate audiences and enable insights into attendees wants, interests, and how qualified they are as a lead. The results have exceeded all expectations.
"With ON24, our new webinar program has our third highest return and contributes the most to pipeline and bookings. ON24 is the only company that can give a compelling experience to engage customers and get results."
Billy Huang, Sr. Marketing Operations Manager
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