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Breaking barriers: Confluent's strategic use of ON24 for global growth | ON24

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Breaking barriers: Confluent's strategic use of ON24 for global growth

  • 200%

    increase in global content

  • 5

    languages translated, and subtitled automatically

  • 10X

    increase in pipeline YoY

Capabilities

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

Introduction

Confluent, a data streaming platform, uses the translation capabilities on the ON24 Intelligent Engagement Platform along with localization to reach regional audiences. These non-English-speaking regions are now able to consume webinars and content in their own local language using a content hub — resulting in huge increases in pipeline.

Problem

Confluent already had ON24 in their marketing tech stack when Nikki Cousins, Senior Marketing Manager, joined the team. At the time, the company was at a tipping point in its growth trajectory and needed to rapidly scale their webinar program to keep pace. However, they didn’t yet have the process or strategy in place to do so. 

Having previously used ON24, Cousins joined the team and drew on her experience to get a strong foundation in place. Her first step was to re-educate her team on the potential for webinars as a top-performing marketing channel and to implement best practices to maximize their current ON24 platform capabilities.

Solution

Cousins started with simple, incremental changes to enhance the audience experience, such as upgrading their email formats from text-based to HTML-based for stronger branding and customization. Soon, she was looking for ways to reach a broader audience and impact their pipeline. Confluent was already running three simulive webinars per week across three time zones, so they had quite a bit of content. However, Cousins identified a couple of areas within regions globally that were not able to consume these webinars because they were exclusively in English. 

The team was able to expand their reach to these areas by employing some integrated features within the ON24 platform. Using the ON24 seamless integration with Salesforce and platform analytics, the team was able to determine the two highest-performing webinars. They then used the array of ON24 captioning and multilingual translation tools  to build localized content-rich campaigns in five different languages. 

Importantly, Cousins also saw an opportunity to utilize ON24 content hubs to create language & region specific bingeable content pages with webinars segmented by a variety of categories targeted at different personas, personalizing the customer experience. Now, they could  deliver a multichannel digital journey across an additional 5 countries, engaging new audiences and markets with multiple offers, including two net-new webinars, content hubs, and personalized landing pages that were segmented to the audiences needs.

After running this campaign for a few months, they started seeing significant increases in leads as well as lead conversion for their products in these underserved regions. Capitalizing on this success, the team put processes in place to scale this program. “We went from two assets last year that were replayed every month in one region to adding on four to five new assets translated into a local language every month, extending our impact tremendously with no net new content” explained Cousins.

“ON24 has supported our rapid growth — transitioning from a midsize tech company to a growing enterprise. They have aided our global demand generation program and contributed to generating millions in pipeline.”

Nikki Cousins, Senior Marketing Manager

Results

Confluent’s marketing team found a way to take their ON24 powered digital engagement program to a new level. Their dedication to scaling their webinars to reach regions that are otherwise underserved due to language barriers has resulted in a 10X year-over-year increase in pipeline. 

The ability to automatically translate and subtitle their content across five languages has led to a 200% increase in global content. Their regional engagement strategy inspired ON24 to award them with the Global Scale Award at the 2024 ON24X event.

“After scaling, translating and distributing our content program across new regions, one of our underserved regions saw a 10x increase in pipeline through just repurposing our evergreen content.”

Nikki Cousins, Senior Marketing Manager

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