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Praemium | Case Study | ON24

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

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Praemium increases reach by 4x and eliminates weeks of manual work with ON24

  • 4x

    increase in webinars run

  • 1.5

    weeks of manual work eliminated with ON24 automation

  • 55%

    increase in registration

Capabilities

Industry

Use Cases

Number of Employees

  • 251 to 1,000

Praemium made the switch to the ON24 Intelligent Engagement platform because they needed a platform that offered robust analytics, integration with their CRM and on-demand capabilities — all the features their previous tool lacked. In a short amount of time, they have scaled both their demand generation and education programs, taken back a ton of time spent on manual tasks and started exploring ways of taking advantage of AI-powered ACE to generate content to use across channels.

Problem

Presented with the challenge of clients with unusually long sales cycles, the marketers at Praemium knew that webinars were a way to remain engaged with prospects throughout their journey. Nevertheless, the limitations of their webinar platform, GoToWebinar, prevented  their efforts to scale. Without capabilities like automation, CRM integration and on-demand, the team missed out on data on leads as well as the ability to provide seamless and engaging experiences for their prospects and clients. 

A consequence of their legacy tool was a poor customer experience. Their continuing professional development program suffered because accreditation had to be processed manually and some of their biggest clients were unable to join GoToWebinar  due to firewall constraints.



“Since we’ve moved to ON24, our average registration has increased by 55%.”

Adele Welsh, Head of Marketing, Praemium

Solution

Knowing they needed to invest in a webinar solution with more robust capabilities, the team started looking around. Their search led them to the ON24 Intelligent Engagement platform. “We looked at what other businesses in our industry were using,” explained Adele Welsh, Head of Marketing at Praemium. “We came upon something that we found to be best in class, and it was ON24.” 

Lead generation has become more seamless thanks to the platform’s easy-to-use interface and wide range of engagement options. Powerful analytics and Microsoft Dynamics integration gets leads into the hands of sales automatically for follow-up. 

What’s more, their professional certification process is now streamlined. No longer are they forced to spend several hours manually processing CPD accreditations after each webinar. With the platform’s automation capabilities, that process now takes about five minutes. 

On-demand has also been a game-changer, transforming how Praemium engages with their audience. “ON24 has a good on-demand ability and we realized how much more we could be doing with the webinar program,” said Welsh. “We thought it would be good to reinvigorate their product training program through on-demand webinars. With ON24, we could do that in a way that was scaleable and measurable and we could build that into our sales process.” Their use of on-demand has also extended into employee training and onboarding. saving valuable time for the marketing team and trainers alike.

“We thought it would be good to reinvigorate our product training program through on-demand webinars. With ON24, we could do that in a way that was scaleable and measurable and we could build that into our sales process.”

Adele Welsh, Head of Marketing, Praemium

Results

The marketing team at Praemium didn’t waste any time scaling their webinar program. Within eight months of switching to ON24, they have run 50 webinars — a 4 times increase compared to when they were using GoToWebinar.

They have also seen improvements throughout the webinar process. Registrations have increased by 55% and engagement is up as well. Where they were once lucky to get one or two questions during a webinar, one recent webinar generated 85 questions from the audience. Increased attendance and engagement has led to Praemium averaging 73 new leads per webinar.

Getting time back is always a win, especially for small marketing teams. The team has claimed back 1.5 weeks of time that used to be spent on manual processes. As the team continues to explore the advantages of AI-generated content found with AI-powered ACE, Welsh is optimistic they will get even more time back. “We’ve had some testing of AI. We’ve got this hour of really great content and we’re a really small team so the fact that we can turn it into something we can leverage in multiple ways to help us deliver more, in less time.”

“We’ve had some testing of AI. We’ve got this hour of really great content and we’re a really small team so the fact that we can turn it into something we can leverage a little more is a time saver.”

Adele Welsh, Head of Marketing, Praemium

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