Driving Sales Results by Integrating ON24 Webinars with
SAN FRANCISCO, Calif. – June 4, 2014 — ON24, the global leader in webinars and virtual communication solutions, today announced the ON24 Integration Service, which enables key metrics to be delivered from ON24 webinars to leading Customer Relationship Management (CRM) and marketing automation platforms.
Webinars have become a primary marketing tool to “help drive the buying cycle,” according to a 2013 study from market research firm Sirius Decisions. The effectiveness of webinars spans the entire sales and marketing process – from driving awareness and lead generation and nurturing to cross-selling and upselling. As a result, ON24 customers are looking to “close the marketing automation loop by integrating their webinars more deeply into the sales process and connecting them to CRM and marketing automation tools,” explained Tom Masotto, Vice President of Product Marketing and Business Development.
The new service integrates the ON24 reporting system with Eloqua, Exact Target, Hubspot, Microsoft CRM, NetSuite, Salesforce.com, Marketo and Silverpop, enabling registration and activity data from ON24 webinars to be pushed directly into these systems. The benefits of connecting the ON24 webcasting platform to leading CRM and marketing automation tools include the following:
− Marketing automation systems can use webinar metrics as a factor in lead nurturing programs, allowing companies to more effectively influence their sales pipelines.
− Webinar metrics and user behavior can be passed in CRM systems, allowing sales representatives to be more effective in their post-webinar interactions with prospects.
The ON24 Integration Service needs to be set up only once for all of a company’s webcasts. It can meet any unique marketing workflow by transferring webcast metrics to any campaign, contact or custom field in CRM or marketing automation systems. Over 30 types of metrics can be passed, including campaign information, user registration and viewing duration, as well as polls, questions, surveys and the associated user responses.
“These new integrations with industry-leading CRM and marketing automation tools will enable our customers to take their marketing performance to the next level,” said Masotto. “With the ON24 Integration Service, webinar metrics can be leveraged to more effectively qualify leads and identify sales-ready opportunities.”
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