KnowBe4 drives demand and generates pipeline with ON24

KnowBe4 had a number of important requirements in a webinar solution. Security controls needed to be in line with the expectations of IT and cybersecurity professionals. The platform needed to make it easy to host content and offer high-quality attendee experiences. With its educational focus, KnowBe4 wanted to provide proof to attendees of continuing professional education (CPE). To improve engagement and drive commercial impact, it needed to provide detailed analytics and integrate with KnowBe4’s marketing tools and technology – Hubspot and Salesforce. And to achieve their  ambitions, any vendor had to offer expert support and guidance.

Thankfully ON24 was more than capable to keep up with their stringent requirements. With unlimited attendee capacity and 99.999% uptime, ON24 could power any KnowBe4 event — no matter how many registrants there were. With ISO27001 and ISO27701 certifications, SOC 2 Type II audits and other essential security features, ON24 gave the team confidence that they could host sensitive webinars. Any event experience could be easily customized and feature further content and offers, while each interaction was made accessible via analytics and integrations. ON24 also provided easy ways for KnowBe4 to meet its CPE certification needs in an automated fashion that gave time back.

With ON24 KnowBe4 was able to migrate all of the company’s existing webinar content, registrations and data into the ON24 platform. This meant that KnowBe4 maintained its existing library and user data, but could now take full advantage of the additional data features within ON24. The native integrations with HubSpot and Salesforce made it easy for the team not only to pass user data into their marketing automation and CRM systems, but to provide the foundation for engagement-driven lead scoring. 

KnowBe4 now was well-prepared for operating their program at scale, and when the pandemic hit they had to pivot their largest conference of the year from in-person to virtual. With the event scheduled just a few weeks after the first global lockdown, The team were quickly able to have all their booked speakers to pre-record content or present their sessions live. All these were then featured in one location via ON24 content hubs, meaning that attending prospects and customers could access all the same content of the conference — and with ON24’s analytics, they were able to track the performance of each event and speed up their follow-up to leads by 2x which was able to speed their time progressing through the funnel and ultimately create stronger and more qualified pipeline, faster.

Over time, KnowBe4’s team has been able to improve the attendee experience further, streamline their processes to save time and use rich engagement data to enhance performance. Their webinars are fully designed to maximize engagement and the team uses their own custom-designed graphics for their calls-to-action. These include links to demos, providing a source of highly-qualified leads. ​​Past webinars are “cloned” and reused as templates, retaining important set-up details while updating event-specific fields, saving hours of work. Surveys are sent automatically after every event to collect feedback on content and gather ideas for future topics. Attendee data is fed directly to sales as soon as a contact is qualified, improving conversions by cutting down on the delays caused by manual processes. 

Furthermore, the rich engagement data and detailed analytics that the ON24 platform provides has allowed KnowBe4 to change its approach to webinars from quantity to quality. Rather than trying to chase ever-higher registration and attendee numbers, the team can optimize their program based on pipeline-creation and opportunity generation. The process and automation capabilities have allowed KnowBe4 to increase their content mix as well, with full-funnel content across their webinars. These include everything from thought leadership webinars, to product demos, and further down the funnel ABM-style personalized webinar experiences. This has allowed them to drive predictable pipeline with their program like never before.