Informatica generates millions in pipeline with ON24

With ON24, the Informatica team delivered thousands of personalized experiences at scale by building self-service digital content hubs categorized by topic, persona, product, language and more.

“Being able to categorize all of our content has been a key part of our ability to scale and create seamless customer experiences. It also allows our customers to make viewing choices that cater to their needs,” said Tanya Von Grumbkow.

To eliminate unnecessary barriers to entry and keep buyers on the path to purchase, the team embedded these categorized content hubs directly onto their website and enabled auto-registration so audiences could easily register for multiple webinars at once without filling out a form each time.

Integrated CTAs and AI-generated content recommendations made it effortless for audiences to take the next best step in their buying journey, whether through certification quizzes, additional resources, product demos, on-demand webinars, upcoming virtual events and more.

To capture actionable audience insights, the team added a variety of engagement options into every webinar, virtual conference and digital content experience they delivered. Every time an attendee asked a question, responded to a survey or poll, downloaded additional content or booked a meeting, the ON24 platform captured and stored that data, all in one place. These were comprehensive insights on every single attendee that sales teams could easily access and use to make warmer introductions and close more deals.

And, by integrating ON24 into their marketing automation workflow (Marketo), the team more effectively automated follow-up and triggered sales action, driving higher conversion rates and saving hours of manual data extraction.

“With ON24, we’re able to do more than deliver a digital sales pitch. We’re able to educate and engage our prospects and customers with content that truly adds value and drives results” said Tanya Von Grumbkow.