ON24 CUSTOMER CASE STUDY
Transcript of ON24 CUSTOMER CASE STUDY
1© 2014 ON24, Inc. I www.on24.com, email: [email protected] or call 1-877-202-9599
ON24 CUSTOMER CASE STUDYAVENTION
INTRODUCTION WEBINARS THAT EDUCATE, MOTIVATE
Avention, Inc., formerly OneSource, provides real-time,
actionable B2B data from the world’s most comprehensive
database with a sales and marketing enablement platform
geared toward the business information needs of sales,
marketing and research individuals.
The company runs a series of monthly thought leadership
webinars, partnering with industry-leading B2B sales and
marketing companies which share a common audience.
The webinars are:
• Purely educational, not promotional
• Co-promoted with the partnering speakers
• Part of the company’s B2B University that provides
education about relevant topics in the B2B space
With the re-branded company’s new direction, Avention
is expanding its webinar program to extend its reach to
customers, prospects and Avention sales teams.
SITUATION ‘CLUNKY’ PLATFORMS DON’T MEASURE UP TO THE EXPERT CONTENT
Avention had experience using two other platforms
for its webinars; however, neither was sufficient for its
sophisticated B2B webinars.
• Ineffective demand generation tools. The platforms
offered no reporting of audience interactions, making it
difficult to track and score leads.
• Downloading and archiving files was a nightmare.
Recorded files were delivered in a format that couldn’t be
used anywhere else.
• No on-demand access means when the webinar is over,
it’s over. The inability to make the webinar available for
on-demand viewing limited Avention’s ability to reach
more prospects and continue to fill the funnel.
Both platforms were fraught with technical issues, and there
were times when they flat out did not work.
CASE STUDY BACKGROUND
INDUSTRY
Technology/Software
ON24 SOLUTION
ON24 Webcast Elite
SUMMARY
Upgrading its monthly thought
leadership webinars to Webcast
Elite has helped Avention draw
more prospects who are ready to be
contacted immediately. On-demand
access to archived webinars posted
on the company’s Webcast Elite portal
has increased audiences by an average
of 40%. By creating and delivering its
webinars on the ON24 webinar-based
marketing platform, Avention is saving
between 5 to 10 hours per event.
C A S E S T U D Y A V E N T I O N
SOLUTION A POWERFUL PLATFORM THAT JUST WORKS
When considering new platforms, the Avention marketing
team wanted something that was plug and play. Webcast
Elite fit the bill and more.
• Webcast Elite Portal — Avention created “The Avention
Network: Build the Future for the Business of Tomorrow,”
an online customizable library with a single sign-on
capability so audiences register once and can view all the
on-demand webinars posted.
• Marketing automation integration for efficient follow-up
— Automated information upload takes a time-consuming
task off the marketing operations person’s plate. Coupled
with the Webcast Elite robust and customizable reporting,
Avention can more easily track leads from registration
through hand-off to sales and every interaction in
between.
• Exit surveys identifying leads — Avention posted a short
questionnaire that opens up on the default console to
identify webinar attendees in the ready-to-buy phase.
• Easy event duplication — With Webcast Elite templates
and event cloning, Avention can reuse select webinar
components or the entire event.
• Stress-relieving simu-live option — Avention has the
flexibility to pre-record its hard-to-schedule speakers and
still deliver a live, moderated event. Presenters appreciate
the ability to re-record slides to their satisfaction.
RESULTS A PLATFORM THAT DELIVERS NOW, AND LATER
Prior to Webcast Elite, Avention measured webinar success
by the number of registrations and attendees. Now they can
see real results:
• An average 40% of webinar viewers are on demand,
dramatically increasing reach and the number of attendees
and leads.
• Higher duration-in-webinar. More attendees are staying
to the end of the webinar, which Avention credits both to
its content and presenters and the positive, trouble-free
experience with Webcast Elite.
• Time savings of between 5 to 10 hours for each webinar.
While the simplified setup saves the most time, Avention
has also reduced its workload with one-click posting of
archived webinars to the Avention portal and website and
automated data transfers to its marketing automation
system.
As the company evolves from its rebranding, Avention will be
looking to enhance the monthly webinar series to include
customer webinars and reaching prospects at multiple touch
points in the sales funnel.
“Our Webcast Elite portal lets our audiences register once for a single webinar and then watch everything in the portal. On our end, we can publish an archived webinar to the portal with a single click: no downloading and re-uploading media. We save a lot of time and get a bigger audience.”
— CARI ZOCHBRAND COMMUNICATIONS MANAGER
AVENTION
2© 2014 ON24, Inc. I www.on24.com, email: [email protected] or call 1-877-202-9599
C A S E S T U D Y A V E N T I O N
Avention Portal Portal embedded into corporate website