Once they became ON24 customers, the marketing team at ConnectWise took a measured approach to using the platform, testing it out over a series of months until all their marketing and partner enablement webinars were moved over to ON24 from the previous platform. This allowed the team time to get to know the features and make sure that everything ran smoothly.

Focusing primarily on demand generation, ConnectWise are now prolific users of the ON24 Platform, averaging nine webinars per month. After scaling up their program, they are using that time to focus on strategy and shifting to middle-to bottom-of-funnel webinars with an emphasis on lead conversion.

Having the option to produce automated simulive webinars means they can scale their webinars without additional headcount to run webinars globally, reaching audiences in vastly different time zones. They have also integrated with Marketo. This has allowed ConnectWise to capture data from webinar engagement, score that data ‌ and pass it to their sales team to quickly for follow-up leads post-event.

Their partner education team also uses the platform to ensure they have the resources needed to use ConnectWise products as efficiently and effectively as possible.

As the team continues to grow their webinar strategy, they are testing other ON24 products including AI-powered ACE, utilizing Key Moments in emails to stretch their content even further. They are also working on integrating the ON24 platform with Salesforce so they can capture engagement data from on-demand webinars and integrate their processes with sales further and save more time etc.

This year, the team is looking to improve engagement by encouraging their audience to use Reactions. “I saw on an ON24 webinar that there are many more interaction steps and clicks required from marketing people nowadays before they make a decision,” Martha Padilla, Digital Marketing Manager at ConnectWise, explained. “So, I think that Reactions are a nice bridge to open the gates and allow people to feel like it’s a safe zone and they are allowed to react and interact with ConnectWise.”

The team at ConnectWise are seeing major benefits of switching to ON24, if last year’s numbers are any indication. They achieved a 42% registration to MQL conversion rate, alongside thousands of MQLs generated. They also saw strong engagement during their webinars, with more than 2,000 poll and survey questions answered and providing ConnectWise with strong first-party data.