1© 2014 ON24, Inc. I www.on24.com, email: solutions@ON24.com or call 1-877-202-9599

ON24 CUSTOMER CASE STUDYINSIDESALES.COM – SALES ACCELERATION SUMMIT

SITUATION MAKING THE WORLD’S LARGEST ONLINE SALES EVENT BIGGER AND BETTER

InsideSales.com offers cloud-based sales acceleration

technology and delivers software and consulting solutions

that transform the productivity and professionalism of sales

teams. As part of the company’s overall mission, InsideSales.

com held a groundbreaking online thought leadership and

lead generation event in 2013 – the Inside Sales Virtual

Summit – featuring a star-studded cast of sales experts that

attracted more than 16,000 attendees from around the

world.

As a follow-up to the 2013 event, InsideSales.com recast the

event as the Sales Acceleration Summit and assembled the

world’s leading experts in sales, marketing and technology,

focusing on sales acceleration technology – what it is and

why it matters. For 2014, the company needed to deliver this

engaging content to an even bigger audience and surpass

the previous year’s event in every way, while partnering with

a reliable global delivery vendor that could support the large

projected attendance.

SOLUTION THE TOP MINDS IN SALES + ON24 + EVEN COOLER CONTENT

The overwhelming success of the previous year’s event

meant that the 2014 event had to be even more compelling

and raise the bar in terms of attendance. So, the InsideSales.

com team built an online conference agenda around the

“hot topic” of sales acceleration and included sales experts

such as Jeffrey Gitomer, author of “The Little Red Book of

Selling,” Jill Konrath, author of “SNAP Selling,” and celebrities

like NFL Hall of Famer Steve Young. In all, the 2014 lineup

included 80 speakers, and InsideSales.com designed the

content to drive even greater participation and engagement

from senior executives by offering 15-minute sessions

developed specifically for executives and VPs of sales and

marketing.

To drive attendance, especially from high-level execs,

InsideSales.com began its marketing program with an

AdWords search campaign to solicit interest in topics

similar to “inside sales,” with a quick call to action, asking

people to submit their email addresses to learn more about

CASE STUDY BACKGROUND

INDUSTRY

Technology

ON24 APPLICATIONS

ON24 Virtual Environment

SUMMARY

In 2013, InsideSales.com held a

groundbreaking virtual event, the

Inside Sales Virtual Summit, attracting

more than 16,000 attendees. For 2014,

InsideSales.com created the Sales

Acceleration Summit, featuring 80

speakers. More than 20,000 executives

from all over the world visited the

Summit to learn from the industry’s

brightest minds, driving InsideSales.com

lead generation and sales.

C A S E S T U D Y I N S I D E S A L E S

the industry. From there, the company began an email

marketing campaign with more in-depth information to

promote the Sales Acceleration Summit and leveraged a

combination of Internet search, email and online video over

the course of several months to generate interest.

In addition to its innovative content and marketing

approaches – along with the stellar speaker lineup –

InsideSales.com needed a global platform to deliver the

Sales Acceleration Summit, and they chose ON24 for the

second year in a row. After an extensive selection process

and a successful event in 2013, InsideSales.com knew

that the ON24 platform could deliver the scale and global

reach that the event needed. The ON24 relationship was

continued for a number of other reasons as well, including

completeness of vision; Presentation Manager XD; and

virtual exhibit booths that could include video, links and

downloads, helping InsideSales.com achieve multiple

customer touches within the event and more readily move

virtual event participants into (and through) the sales funnel.

RESULTS INCREASED ATTENDANCE, ENGAGEMENT AND SALES

When the final tally was in, more than 20,000 business

executives from all over the world joined the Sales

Acceleration Summit to learn from the brightest minds in

sales and marketing.

What’s more, the variation in content strategy – offering

“snackable” and long-form content – enabled InsideSales.

com to capture the attention of VP- and C-level executives

with short, impactful sessions. Attendees joined multiple

online video sessions, and, based on which sessions they

attended, sales associates followed up with hyper-targeted

packages that sold very well.

Thanks to extensive pre-event marketing and a top-tier

program of speakers and content, the Sales Acceleration

Summit drew a large and enthusiastic audience. Key stats

include:

• More than 20,000 attendees

• 16,000 unique session views

• 6,000 tweets

• 8,000 on-demand views

In addition to drawing a large audience and garnering

positive user feedback, the event also scored very highly

on engagement, with lively post-session Q&As. The

combination of audio and video content supported by

the ON24 platform created greater engagement as well.

The Sales Acceleration Summit is available on demand,

continuing to generate awareness and leads for

InsideSales.com.

“The Sales Acceleration Summit capitalized on the amazing industry buzz and attendance surrounding our inaugural event, fueling our lead generation program. The chat session within the ON24 virtual environment exhibit hall was especially helpful for lead conversion.”

— KEN KROGUEPRESIDENT AND FOUNDER

INSIDESALES.COM

2© 2014 ON24, Inc. I www.on24.com, email: solutions@ON24.com or call 1-877-202-9599

HOW INSIDESALES.COM MEASURES VIRTUAL ENVIRONMENT EFFECTIVENESS

OBJECTIVE: Follow up a key thought leadership event to drive greater awareness, create industry “buzz,” and generate sales

leads while moving existing prospects through the sales cycle.

STRATEGY: InsideSales.com developed the Sales Acceleration Summit, with a star-studded speaker lineup including both sales experts and celebrities like NFL Hall of Famer Steve Young. The lineup included 80 speakers, and InsideSales.com designed the content to drive even greater participation and engagement via 15-minute sessions developed specifically for C-level executives and VPs of sales and marketing. The ON24 platform was again selected – for its global scale, reliability and outstanding feature set.

RESULTS: The Sales Acceleration Summit was a success, with some 20,000 people attending the event. InsideSales.com achieved multiple customer touches within the event, moving event participants into – and through – the sales funnel. Shorter content sessions, aimed at top-tier executives, helped drive interest and engagement, enabling sales associates to follow up with hyper-targeted packages that sold very well.

C A S E S T U D Y I N S I D E S A L E S