How Fitbit health solutions increases revenue by 38% with ON24

Fitbit is a leading name in the health tech industry, especially for consumers. To put itself in better fiscal shape, Fitbit decided it needed to strengthen its B2B arm, Fitbit Health Solutions. To do this, the company worked with employers to position Fitbit as a critical tool to keep employees healthy. This process involved educating employers on how to use the health data that Fitbit collects to facilitate more than just step competitions amongst employees, and why the health of employees directly impacts business results and productivity.

To accomplish this, Fitbit moved away from traditional live events and put its efforts into digital events and webinars. But Fitbit’s digital events team was a one-person show, faced with running multiple events a month with limited resources and high expectations that it would support sales pipeline and B2B growth.

Fitbit turned to the ON24® Platform to host its webinars and help it grow its pipeline with resources and features easily managed by a small or solo team. Fitbit benefits most from:

• Engagement Scoring. Fitbit takes a data-driven approach to its webinars. It now uses the ON24 Engagement Score to qualify leads by scoring them based on how attendees engage with content. By knowing an attendee’s engagement score, Fitbit can prioritize higher-scoring leads with sales, guiding them through the MQL pipeline faster.
• Marketing Automation and CRM Integration. ON24 automatically pushes data from webinars into Marketo and Salesforce. The sales team now gets notified post-demo webinar via Marketo with actionable insights like the questions the attendee asked and survey responses. They can then use this information as a conversation starter on follow-up calls and communications.
• ON24 Screen Share Functionality. Fitbit uses this feature to conduct weekly sales demos, providing leads with a low-pressure environment for an in-depth walkthrough of its product.
• On Demand. While all of its webinars are conducted live, Fitbit uses ON24’s on-demand functionality to share webinar links with its sales team, in nurturing emails, third-party sponsored media and sales tools kits. This gives its webinar content ongoing life and helps the sales team reference what its leads already have seen.
• Sharing Additional Resources. The resource widget lives within a webinar as a list of additional downloadable resources for the attendee to refer back to that support the webinar content. This completes the marketing circle, providing value and also driving people back to Fitbit’s website.
• Surveys and Polls. This high-touch, interactive experience, encourages more interaction, helps the speaker know how the audience is reacting and how familiar they are with the content so that they can adjust their presentation in the moment. Surveys also provide data insights that measure webinar effectiveness and help define qualitative goals for Fitbit’s digital event program as a whole