ON24 tech stack integration boosts Optum’s MQLS by 300%

Optum, one of the largest health services companies in the world, works with providers, employers, insurers, life sciences and government organizations to streamline healthcare services and help provide a high- quality healthcare experience.

As a consequence, Optum creates a wealth of information for professionals and individuals to consume. But to create a more intimate content experience at scale, Optum turns to webinars. With webinars, the company can arrange a human-to-human connection for both prospects and clients while crafting a community with its brand.

But to optimize its content experiences, Optum needed to collect, analyze and act on data generated within each webinar. It needed to be able to integrate its webinar solution with its tech stack and automate data transfers from each event to its chosen CRM and MAP. Doing so could empower the company to streamline its processes, increase leads within sales pipeline and better align marketing and sales teams.

Optum decided to ditch its previous webinar provider and turn to the ON24 platform instead. With ON24, the company could easily integrate its webinar program into is MAP and CRM. It also benefited from:

• Integration into Lead Scoring Models—Post webinar, ON24 provides data directly back to Optum’s MAP (Eloqua). Data includes attendance records, which promotional channels drove the most registration, engagement level during the webinar and polling data. These activities are tabulated and added into the existing lead scoring model. This automated process triggers follow up emails via Eloqua or ON24 to seamlessly filter the customer through the sales funnel.
• One-Click Dashboard Reporting—In addition to the many integrations that ON24 allows, this out-of-the-box solution lets Optum move beyond its cumbersome excel sheets. All data appears in a simple link that makes it easy to digest the data and create better outcomes from each webinar.
• Extended Content Lifecycle—Optum previously was not able to capture on-demand attendees. With ON24, Optum can repurpose and archive webinar content through its on-demand library and continuously capture data from on-demand views.
• Modern User Experience—ON24 allows Optum to customize the branding of its webinar consoles for all of its different brand categories. This includes custom widgets and images to make the user experience looks and feels like the Optum brand.
• Single Integrated Registration—Once a customer registers for a webinar, their contact details are pushed into Eloqua. This data is then pushed to ON24 so that the registrant can instantly access the webinar with just a link, thus eliminating the dual registration process.