Lacework Achieves 30% Q-on-Q Growth in Webinar-Driven Pipeline with ON24

Lacework started with a vision to provide cloud security as an end-to-end experience for its customers, with greater intelligence and context, and more sophisticated threat detection. The company applies machine learning to all activity in the cloud, producing a more accurate picture of where threats exist.

Lacework is growing fast and is gearing up for a stock market launch. The company’s sales team is expanding, and quarter-over-quarter annual revenue is increasing. When Ryan McCurdy, Head of Demand Generation at Lacework joined the organization, the marketing function was led by a team of one. Lacework needed to find a way to keep up with its rapid growth and generate demand.

“When you’re a pre-IPO company, you’re doing everything you can to educate the market on how you’re different, why you’re better and why there’s even pain in the market,” McCurdy said. “Webinars are a great way to educate people, and they’re one of our key pipeline generation channels.”

Scalable digital experiences with bingeable content for various personas

Lacework ended the contract with its previous webinar software vendor and purchased ON24 Webcast Elite to help build up a webinar program. Implementation was seamless.

“I used ON24 at a prior company called Druva, then before that at FireEye,” McCurdy said. “Setup and onboarding were easy compared to with our previous provider.”

Lacework uses the ON24 platform for its monthly, live thought leadership webinar series. These digital experiences could be a lead’s first touch with Lacework, and help the company connect with prospects and customers about their pain points through content geared toward various personas.

“These webinars drive significant registration numbers. For example, we have a webinar coming up, and we’ll probably have about 400 people on,” McCurdy said. “The out-of-the-box reminder emails that ON24 provides help us convert more registrants to attendees.”

Lacework uses ON24 features such as the ability for webinar attendees to open up an asset (for example, a PDF) and have a conversation or book a product demo from there. The company also uses chat and video on its webinars to create a unique and enriching experience.

ON24 enables Lacework to educate its audience on pain points in the industry. The organization uses video in its webinars to provide quick company overviews as well as live or recorded product demos. The prospect experience is one of Lacework’s favorite things about ON24.

“Being able to put one of your key personas into a branded space where they can binge your content is ON24’s sweet spot. I could never do that with my previous vendor,” McCurdy said.

Using ON24’s registration source tracking report, Lacework can also track which sales reps are driving registrations to each webinar, and which registrants actually attend.

“If you want a great webinar experience that scales, ON24 is clearly it. Everything from the experiences you can create, to the ways you can set up and manage your content, to the analytics you get—you have control. You don’t get that with a lot of other providers,” McCurdy said.