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NRC Health| Customer Story | ON24

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

Get started
Get started

NRC Health cuts content creation time by 95% with ON24 AI-powered ACE

  • #1

    source of leads, 18% increase in leads YoY

  • 95%

    decrease in content creation time

  • 70%

    decrease in marketing operations program set-up with SFDC and Pardot integration

Capabilities

Industry

Use Cases

Number of Employees

  • 251 to 1,000

Introduction

NRC Health, a recognized leader in delivering innovative solutions and data-driven insights to improve healthcare experiences, uses ON24 to create engaging webinars that enable the team to learn more about their audience and their needs. As users of ON24 AI-powered ACE, the team has dramatically cut down the amount of time it takes to produce written and video content. Automation has helped the team work more efficiently and scale their program, while Salesforce integration has bridged the gap between the marketing and sales teams.

Problem

NRC Health is dedicated to understanding the needs of the leading hospitals and health systems, and uses webinars for thought leadership as well as customer and product marketing. However, they found that using collaboration tools weren’t providing the engagement opportunities, data and polish they were looking for. Their webinars were one-dimensional experiences that offered little by way of data. Because these other tools didn’t integrate with Salesforce, their processes were manual and time-consuming.

The team wanted a platform that would provide a more interactive experience for their audience. Matthew Miller, Marketing Specialist at NRC Health explained, “With our previous tool, people were really just sitting there watching the slides. There was definitely an opportunity to do more than talk at people.”

And, when it came to leads, because they had very limited access to data, the team was only able to determine a lead by whether they registered and attended. A post-webinar survey did give them some idea of what topics the audience was interested in and who wanted to receive direct follow-up but according to Miller, “We weren’t flushing it out a lot and we weren’t providing opportunities for the audience to engage with the content more.”

Moreover, the little data they did have was compiled on Excel spreadsheets — making it difficult to scale their program. The time it took to manually analyze the data resulted in sales not getting insights in a timely manner.

“The integration aspect of ON24 has helped us with bridging that gap between sales and marketing.”

Sabrina Vels, Marketing Automation Specialist

Solution

After exploring a number of other options that offered features but they felt did not add significant value to their team, their marketing leader ended up recommending ON24 from a previous experience with the platform. Once the team saw what ON24 had to offer in terms of engagement, data, AI-capabilities and ease of integration, the team was sold.

Emily Adamson, Senior Content Manager at NRC Health is excited about the level of engagement they are now able to create, “The ability to continue the conversation in so many automated ways and also in the moment is a huge advantage for us. The audience is helping to drive the conversation in real time and we’re able to take all that information and follow-up in a very direct and intentional way.”

Taking their program from a one-dimensional presentation to a conversation isn’t the only thing that impresses Miller, “We have a lot of content here at NRC Health and there are so many ways to connect people to the information they need. That was a driving factor in selecting ON24.”

And when it comes to getting the most out of their content, Adamson is a huge fan of ON24 AI-powered ACE and its capacity to create content from their webinars quickly. “The fact that we can do a webinar and within a matter of hours have content that we can push out, gives the webinar more legs. The idea that it’s not just a one-and-done is extremely valuable.” 

In Adamson’s eyes, the advantages of ACE goes beyond creating written content like blogs —  the ability to create video is a game changer. “With ACE we are able to produce video from webinars quickly to drive engagement on places like social and our website. It saves us a lot of time.”

The team uses content hubs to showcase all their rich content. “Just to have the webinar be a one-and-done seems to be kind of a disservice to all the effort and the quality of the content that is created,” explains Peter Mundt, Direct of Marketing at NRC Health. “We see the content hub as a means to extend the life of the content and enhance our ability to connect with our audience through that content for an extended period of time in a really structured, intentional and segmented way.”

ACE isn’t the only element helping the team work more efficiently. With ON24, they are able to automate some of the steps of  their promotional cycles , giving  the team back time that can be spent elsewhere.

ON24 integration with Salesforce and Pardot means that the first-party data generated from webinars and content is now being put to use, with sales able to access it quickly.

Sabrina Vels, Marketing Automation Specialist at NRC Health has seen the benefits integration has had on their webinar program first-hand. “With ON24, we have data on who is engaging, who is registering and  who is attending. We can actually trace that back to pipeline. That’s why webinars have some of the strongest results with pipeline and, therefore, revenue, because we’re able to actually see the full picture.”

“With ON24 content hubs we are extending the life of that content and the ability to connect with our audience.”

Peter Mundt, Director of Marketing

Results

With ON24, webinars are now one of the marketing team’s top sources of leads — with an 18% year-over-year increase in leads so far this year. 

Strong engagement and automation has not only resulted in a nearly 40% YoY increase in events run, but also a 121% increase in attendance. These increases are meaningful considering the team has seen that 23% of all new opportunities this year had webinars as their last marketing touchpoint. Additionally, 43% of won deals engaged with webinars, and those that engaged with a webinar during the deal cycle resulted in an average of 61% high deal sizes.

The team has also won back a great deal of time because ON24 features help them to work more efficiently. With ACE, the team has seen a 95% decrease in the time it takes to create content. Salesforce and Pardot integration has decreased marketing operations programs set up by 70%.

“The experience with ON24 is better. We have the opportunity to chat, Q&A feels natural and the console screen looks and feels better.”

Matthew Miller, Marketing Specialist

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