How Qualtrics uses better webinar experiences to make record event registrations via ON24
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20,000+
Registrations over 4 days
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98%
Registration-to-attendee conversion rate
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25%
Of marketing pipeline influenced by webinars
Introduction
As a leading experience management company, Qualtrics collects, digests and analyzes critical market research, customer satisfaction, product testing and much more. It uses this information, along with its proprietary technology, to help organizations close experience gaps, whether those gaps are customer, product, employee or brand in nature.
Luckily, Qualtrics already had content from its world-class, in-person annual conference that it could repurpose and share with an entirely new online audience. This led to the decision to create a virtual conference, called “CXWeek,” a four-day digital summit featuring the top brands, thought leaders and practitioners in customer experience.
Problem
To make CXWeek a reality, Qualtrics used the ON24 platform to create a series of webinars, based on recordings from the in-person event, that made the audience feel almost like it was the real thing. Just like a physical conference, Qualtrics delivered its online programming in back-to-back sessions, giving the audience a dynamic experience and reason to keep watching.
While Qualtrics can arrange and record a series of great back-to-back webinars, the webinar solution it used simply couldn’t produce them with enough speed, efficiency or level of quality to meet or exceed customer expectations. For a company priding itself on closing the experience gap, it needed a solution that did more than the basics. Qualtrics needed a webinar platform that captivated its audience with immersive, interactive content, measured that engagement and integrated those analytics across its business operations.
For Qualtrics, high-quality recordings with fantastic production-value are critical; with a good number of quality content-rich webinars, Qualtrics can curate the best experiential thought leadership in the world and continue to provide insights for its customers.
"ON24 plays an important role in our marketing strategy, as we see about 25 percent of all of our pipeline go through a webinar at some point in time. Without ON24, those are missed opportunities.”
Phillip Angerhofer, Events and Campaigns Manager
Solution
To produce a delightful experience for its audience on the front-end, while enriching its understanding of its audience on the back-end, Qualtrics selected the ON24 platform to power CX Week. The decision was a no-brainer for the company—ON24 is the only platform that shares Qualtric’s obsession with customer experience.
With ON24, the company was confident that its reputation as a customer experience leader would be upheld. No longer would Qualtrics face frustration from its audience members blocked out of a webinar by attendee limits. The company’s vast array of resources were now accessible directly from events, as well as multiple opportunities to make customers a part of the webinarsthrough Q&A and live chat panels. The Qualtrics’s webinar team also benefited from the ease of use and operational efficiency ON24 provided.
And, for Qualtrics, the value of the virtual summit extended well beyond successful execution of CXWeek, itself. Over the four day event, Qualtrics collected and processed every single audience interaction across all 30 webinars, enhancing its institutional knowledge about its customers, and, once again, living up to the company’s own ethos on using data to improve experience. The company tracked, measured and analyzed attendee engagement, through the ON24-Marketo integration, used those insights to help inform their next interaction with attendees.
Most importantly, by taking CXWeek virtual with ON24, Qualtrics made an already successful marketing program drive even more business impact. It expanded the marketing team’s reach beyond its in-person audience and attracted new prospects. And, through ON24 engagement analytics, Qualtrics gained an understanding of individuals attending CXWeek in much greater detail than superficial registration form information, and at much greater scale than an in-person conference. That helps Qualtrics know the quality of that lead to improve their future experience with the company, as well as help jumpstart sales conversations.
Results
With the ON24 Engagement Platform, Qualtrics maximized the value of CXWeek for its audience, and for the company’s bottom line. Highlights of the company’s results include:
- Flawless execution.
With ON24’s on-demand and simulive webinar options, Qualtrics can now plan, record and seamlessly execute up to eight back-to-back events in a day—creating at least 30 webinars over the course of each four-day event. - Unprecedented reach.
The company’s most recent online summit, CXweek, registered over 20,000 people and engaged thousands of attendees at any one time. - Omnichannel analytics.
With seamless integration into Qualtrics’s preferred CRM and marketing automation systems, promotions are a cinch and everyone in the organization understands how attendees engaged at the event.
"You’d think 30 webinars within four days would be a bear—not for ON24. Their platform has helped us provide an incredible experience for all of our attendees.”
Phillip Angerhofer, Events and Campaigns Manager
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