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Cloudera | Case Study | ON24

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How Cloudera boosted revenue by 131% year-over-year via ON24 Platform

  • +280%

    Webinar registration

  • +322%

    Average attendees

  • +2-5%

    Reach to executives

Capabilities

Industry

Use Cases

About

Cloudera was founded in 2008 by some of the brightest minds at Silicon Valley’s leading companies, including Google, Yahoo!, Oracle, and Facebook. And in 2011, 24 engineers from the original Hadoop team at Yahoo! spun out to form Hortonworks. Both companies, who joined forces in January 2019, were founded on the belief that open source, open standards, and open markets are best. This belief remains central to our values, evidenced by our significant investments in engineers and committers working with the open source community. Today, Cloudera has offices around the globe and is headquartered in Silicon Valley, California.

Problem

For Cloudera, webinars are both a valued marketing tool and a massive revenue generator. Prior to ON24, Cloudera’s webinar attendees were growing increasingly frustrated with the company’s webinar platform. From lack of a seamless registration process to technical difficulties on the webinar resulting in poorly conveyed content, attrition was worsening from webinar to webinar. Less tech-savvy executives had a difficult time moving past the challenges of navigating their webinar platform.

This revelation came during a company-wide shift to focus on digital expansion. Cloudera chose the ON24® Platform to help it grow into a respected digital platform through high-quality communications standards. Doing so would help the company to reach a broader audience, particularly business users, and present its technology to prospective clients in a dynamic, easy to comprehend fashion.

Within a year of using ON24, Cloudera increased its webinar registrants 280 percent and grew its database significantly by role type and improved quality.

Solution

A customizable webinar tool free of technical challenges and capable of reaching diverse audiences.

Webinars were Cloudera’s number one source for lead-gen. The webinars created strong pipeline, but the leads were more quantitative than qualitative. Cloudera realized it needed to reach audiences that aren’t technologically savvy (e.g., managers, marketers, c-level executives and more). With ON24, Cloudera expanded its customer base to appeal to a wide variety of industries and roles. Cloudera started getting new customers, and even more revenue.

  • Flawless UX. Cloudera needed a visually appealing platform that was easy to use on any digital platform. ON24’s range of features created a seamless, integrated, cohesive and easy experience for Cloudera’s audience.
  • Customizable Content Marketing. Cloudera used ON24 to create a customized online experience targeted for specific audiences and product market initiatives, including those C-level execs & business folks, deemed difficult to reach prior.
  • Perfected Email Reminders. Using ON24’s robust integrations, Cloudera automated its webinar-based emails. This enabled the organization to automatically send email reminders to registrants, ultimately increasing attendee rates.
  • Creative Digital Tools. Cloudera wanted to move away from real-world events and build up its reputation as a trusted digital platform. ON24 gave Cloudera the digital tools it needed to host its first-ever virtual event / trade show. Cloudera also leveraged ON24’s polls, surveys, and Q&As to create interactive games and incentives to keep its audience engaged during the event.

"Webinars are our primary source of revenue and pipeline. The ON24 platform enabled us to take our webinars to the next level and deliver a consistent and robust brand experience. Switching to ON24 really helped us to engage and inform attendees from a variety of backgrounds — ultimately leading to more revenue.”

Julia Sommer, Demand Generation Marketing Manager

Results

  • Higher Registration and Retention. Even with 10 fewer webinars hosted in FY18 versus FY17, registration to Cloudera’s webinars increased by 280 percent and average attendees went up 322 percent.
  • More Diverse Top-tier Audience. Cloudera’s database became more diverse and broader in under a year’s time with ON24’s customizable platform. Cloudera’s reach to executives at the President, VP and C-levels all increased from two to five percent.
  • Increased Revenue. Cloudera webinars contributed to a 131 percent increase in revenue year-over-year.
  • Digital Expansion. Cloudera’s first digital event on the ON24 platform was a huge success. The event brought in 6,200 registrations, 325 survey submissions and resulted in 74 meeting requests.

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