How ServiceNow scales its partner webinar program 78% and saves months of work with ON24

With ON24, the team was able to not only scale their existing partner webinar program, but also expand to include more opportunities for partners including a “FastTrack” series for onboarding partners, and “PEAK Bites,” AKA short, bite-sized webinars specializing in particular topics or products.

They have also expanded the reach of these programs to multiple countries and in multiple languages with ON24 auto-translation and captioning functionalities, as well as the ability to offer on- demand experiences for audiences in various time zones.

“Being able to effortlessly convert live events into on-demand experiences with ON24 has saved us weeks of work and helped us reach a much wider audience than before,” said Copeland.

The biggest impact though, has been the ability to capture audience engagement insights, even from their on-demand webinars.

“The reporting dashboard is incredibly important to me,” said Copeland, who uses ON24’s user-friendly analytics dashboard to make webinar metrics available to “hundreds of ServiceNow stakeholders and employees.”

An integration between ON24 and Hubspot makes data even more accessible to the team and saves them the trouble of manually extracting, organizing and acting on the data they collect.

“Our stakeholders love the visualization of the data in the reporting,” said Copeland.

Product teams also use the first-party data generated from polls, Q&A, chats and content downloads to improve product features and inform future webinar topics.

“The amount of stress has been greatly reduced because I am no longer worried about unexpected variables. Everything we need is readily available to us.”