How Flexential 3X’d their reach and powered multi-channel campaigns with ON24

It became a priority to get Flexential’s webinar program back up and running. Fortunately, the ON24 Intelligent Engagement Platform was already part of their marketing technology stack, making ramping up their program and increasing audience engagement much easier for their team.

“We’ve looked to ON24 and digital engagement to drive engagement with both prospects and customers, and to add scale and efficiency well beyond what physical events could do for us,” explained Johnston. “We focused on using all the capabilities of ON24, not just to build engagement during the webinar, but utilizing automated AI-generated written content from simulive recordings to promote events pre live date.”

By using ON24’s templates and global settings, Flexential established a consistent and streamlined process aligned around an integrated approach to digital engagement. This enabled anyone to quickly create high-quality and on-brand experiences that were also optimized for engagement. This consistency also enabled the automatic collection of data and insights, ensuring any program would feed into their content strategy and pipeline engine.

Having established and matured their program, Flexential then explored how new innovative tactics could push their program even further. Using AI in their multi-channel and integrated campaigns was especially appealing, because it gave them the chance to reduce manual processes while also producing more relevant content. 

As early adopters of ON24 AI-powered ACE, Johnston views using AI as a supercharger to their program. It has helped them increase the number of people who attend and sign up for webinars. It has also let them make content like blogs, videos, and e-books from their webinars. This has taken a lot of work off their internal creative team. 

Through generative AI, they can now automatically produce content assets from their simulive webinars, which is then used to promote the on-demand webinar through an integrated strategy of blogs, social content, key moments videos and advertisements. Some of the content is also used within the webinar itself as related on-demand resources. 

By using generative AI, Flexential extends the impact of their digital engagement content even after they have first aired. By taking advantage of on-demand capabilities, not only do webinars drive long-lasting engagement, but the assets created from the webinars are repurposed for extended promotion, SEO, social media and content syndication. This multi-channel approach drives up attendance rates, keeps audiences engaged for longer and, ultimately, drives more pipeline and revenue for the business.  

Flexential also uses ON24 content hubs to host their content after any live broadcast, giving audiences a place to self-serve all of Flexential’s content when it’s convenient for them. And, because Flexential uses the ON24 Salesforce integration, engagement data and warm lead information from their content hubs and webinars are instantly fed to their sales reps through automated triggers.