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Bluebeam | Customer Story | ON24

What do B2B marketers need to know about personalization in the AI era? 🤔We explore in our latest report. Read Now

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How Bluebeam achieved a 38% webinar opportunity to won revenue conversion rate with ON24

  • 33%

    marketing attributed pipeline was influenced by a webinar

  • 39%

    marketing attributed wins were influenced by a webinar

  • 17%

    increase in event attendance YoY

Capabilities

Industry

Use Cases

Number of Employees

  • 251 to 1,000

Introduction

Bluebeam trusts ON24 as a pillar of their marketing demand strategy. They use the platform to reach customers and prospects with monthly webinars focused on providing value and driving engagement. The marketing team knows they can rely on the ON24 Intelligent Engagement Platform to manage their large audience numbers that have continued to grow. Engagement tools keep their audiences interacting and communicating during the webinars — leading to insights for future programs and more personalized lead follow-up.

Problem

Bluebeam had been running a demand generation strategy that was most focused on engaging prospects who were typically further along in their buying journey and ready to evaluate their products. As the company grew, their team knew that it needed to evolve their strategy to both capture and create demand, engaging prospects in all stages of the sales and marketing funnel, including companies who may not even be aware of Bluebeam yet.

To build out a full-funnel webinar strategy, Bluebeam needed to mature their webinar strategy with a full-funnel portfolio of programs and content across the globe. And, their webinars had to more than just deliver content, they needed to be part of an integrated marketing strategy and feed into a sophisticated lead flow process.

This mature webinar strategy required a platform that they could use across the entire company. It also needed to allow them to maintain brand consistency while also being customizable. They wanted whatever platform they chose to have ample opportunities for engagement, data integration capabilities and was able to reliably manage a large number of attendees. And, it was imperative that the platform allowed for automation capabilities to streamline processes so they could ultimately scale their programs’ impact and results.

“With ON24 we’ve been able to drive considerable pipeline and a nearly 40% closed-won conversion rate, driving a significant amount of business through programs run with the platform.”

Courtney Peters, Director of Global Demand Generation

Solution

Courtney Peters, Director of Global Demand Generation at Bluebeam had previous experience with ON24 so knew the Intelligent Engagement Platform fit the bill. “It was definitely best in class as far as webinar platforms go. It could do a lot more than their current provider, GoToWebinar, could.”

ON24 filled all the requirements Bluebeam needed to build out their webinar program, making standardizing their webinar platform simple. “The change management was easy,” explained Peters. “The platform’s intuitive and easy to use and ON24 offered up everything we needed to get everyone trained, there was great support from the team.”

They are now producing at least one webinar per month that range from thought leadership and customer case studies to an “Ask the Expert” series designed to show customers what they can do with Bluebeams products. This new full-funnel content approach has been very impactful in creating further demand and ultimately expanding to a larger mix of prospects in their programs.

Mike Ferrigno, Global Demand Generation Manager at Bluebeam, attributes a lot of the success of their webinars to the engagement tools available through the platform, especially chat. “People really want to ask Solution questions and engagement within the attendee chat is high and really positive. People give each other tips and tricks, tell each other where to look for information. There’s a lot of good activity.” In turn, this activity becomes first-party data that is pushed through the ON24 platform and is then available for analysis by the Bluebeam team for a stream of qualitative data that informs their overall content strategy, and prospect profiles of their attendees.

On-demand webinars also play an important part in Bluebeam’s strategy. The team decided to start using a website hosted content hub to showcase these evergreen webinars, making it possible for customers and prospects to learn more about how to use Bluebeam’s products even if they missed the live webinar, having a singular landing page to push their attendees to.

The team is also currently setting up their ON24 integration with Marketo, which will further integrate their processes and drive efficiencies. When that is up and running, Raven McFarlane, Marketing Automation Manager at Bluebeam, believes that the biggest value add will be the immediate feed of attendees into their marketing automation and into Salesforce as well as being able to track engagement across platforms.

Results

The team is already seeing impressive results with 38% of webinar opportunities resulting in won revenue. ON24 is also helping them to build their audience, averaging 2,700 registrations per webinar in comparison to an average of 3,200 per webinar already this year, a 17% increase.

They are additionally saving hours of time for the team by using templates. Alongside that, they have created a housekeeping video played at the start of each webinar that not only saves time but also contributes to the comfort of guest speakers.

ON24 is a scalable technology platform that has allowed us to build processes to streamline and drive efficiencies in our programs.”

Raven McFarlane, Marketing Automation Manager

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