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Texthelp | Case Study | ON24

A new year means new targets for your team 🎯. Discover how you can hit them with webinars on Dec. 3. Register now 

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Texthelp’s data-driven approach generates millions in pipeline with ON24

  • $500K+

    in pipeline from one webinar

  • $3

    cost per lead

  • $50k+

    saved per year on moving digital

Capabilities

Industry

Use Cases

Number of Employees

  • 251 to 1,000

Introduction

Founded in 1996, the Texthelp Group is a global technology company helping people all over the world to understand and to be understood. It has led the way in creating innovative technology for the education and the workplace sectors for the last three decades. Texthelp believes in a world where difference, disability or language are no longer barriers. It is focused on helping all people learn, understand and communicate through the use of digital learning and accessibility tools.

Problem

Historically, Texthelp had conducted most of their business and sales activity in person. But a few years ago, they ran into a big problem. Due to the global pandemic, they could no longer participate in in-person events, conferences and trade shows which was where they had previously dedicated the majority of their marketing efforts. Suddenly, it became critical to pivot to digital channels, so they could continue to reach and communicate with their target audience.

The team at Texthelp knew they needed new technology to digitally engage their audience, but they also knew that not just any platform would meet their list of requirements. They needed a secure platform that was accessible to a diverse audience. They also needed a platform that was scalable across global regions and could integrate seamlessly with their bespoke martech stack. Finally, to add to this already tall order, the solution needed to help increase awareness, engagement and overall lead conversion, in addition to having advanced tracking and reporting functionality. As is, their data insights were disparate and their in-person events were nearly impossible to measure.

"There were a lot of things during the implementation process that we saw and were delighted by. It really highlighted the flexibility and the control we have over the consoles, branding and overall program strategy."

Donna Thomson, Principal Marketing Specialist, Texthelp

Solution

The Texthelp team evaluated several tools but each lacked the comprehensive capabilities they required. With ON24, TextHelp gained a single platform that could power their lead generation engine, while supporting accessibility and analytics at global scale. With accessibility at the heart of everything they do, Donna Thomson, Principal Marketing Specialist at Texthelp, was impressed with the flexibility that comes with the ON24 platform’s webinar capabilities. In particular, the ability for audience members to switch on or off captioning depending on their personal preference. That freedom to choose accessibility features like this aligned nicely with Texthelp’s guiding principles.

Although integrating with Texthelp’s customized, open-source marketing automation platform (MAP) might have been problematic for another webinar platform, ON24 has an API that makes it possible, customizable, and easy. With the help of ON24, Texthelp’s development team was able to implement custom integrations which allowed for all the first-party data collected from their digital experiences to flow into their MAP. “There were a lot of things during the implementation process that we saw and we’re delighted by. It really highlighted the flexibility and the control we have over the consoles,” said Thomson. “It really demonstrated the value of the engagement tools, as well as the possibilities of harnessing analytics and data to use to continuously learn and optimize the webinars and activities we’re running.”

While Texthelp was originally using webinars for top-of-funnel demand gen efforts, they started to explore how to take advantage of ON24 webinars beyond those goals. “As we have learned more about the platform, we can see all the great things that we can now do,” said Thomson. “We have started delivering some bottom-of-the-funnel content to our already engaged audience and delivering more product-focused sessions, which has been increasing conversion considerably ”we can now do,” said Thomson. “We have started delivering some bottom-of-the-funnel content to our already engaged audience and delivering more product-focused sessions, which has been increasing conversion considerably.”

"The platform allows our speakers to get involved in the content better, even live on the day. Elite Studio is a very intuitive tool."

Donna Thomson, Principal Marketing Specialist, Texthelp

Results

Even with the return of live events, the marketing team at Texthelp have continued to invest their marketing budget in digital events. The decision was easy after looking at their metrics. A quick snapshot of three lead gen webinars — each with similar promotions, webinar format, engagement tools and length — showed that, on average, each webinar had more than 2,000 registrations and about 800 live attendees, significantly more reach than previously.

But that’s not all. Within six months of one of those webinars, Thomson reported that their pipeline had already reached more than £500K (more than $630K at the time of writing) with a cost per lead of £2.46 (~$3). Thomson also estimates that they have saved more than $50K per year by moving to digital events. Having seen what they have already achieved with ON24, the team is excited to develop their digital events and experiences even further to continue to drive leads, and convert them to won.

"By going digital, we’re able to reach a much wider audience doing what we do. We’re able to tap into a more global audience. I think if we were still doing the majority of our kind of activities and running the majority of our campaigns in person, we would not be able to achieve numbers like this."

Donna Thomson, Principal Marketing Specialist, Texthelp

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