8 Examples of How ON24 Powers Marketing Growth

B2B marketers need to engage audiences — and today, more often than not, that means creating personalized content experiences at scale. But traditional approaches — one-off webinars, static campaigns, manual content production — can’t keep up with expectations. Audiences demand digital experiences reflecting their needs, delivered at the right time, in the right format, and across every channel.

That’s where the ON24 Intelligent Engagement Platform comes in. Designed as the first-party customer engagement platform for business-critical use cases, ON24 unifies webinars, virtual events, content hubs, and personalized landing pages into one ecosystem. With AI-powered automation and deep integrations, B2B marketers can deliver continuous, personalized engagement at scale — and prove the impact with data.

Let’s take a look at four common marketing use cases — demand generation, event marketing, partner engagement and customer success — and show you how ON24 acts as the one platform that propels your engagement and pipeline forward.

Driving Pipeline with Demand Generation

Traditional demand generation teams often lack the scale or personalization needed to connect, educate, and communicate with key audiences across the globe. keep pace with today’s buyers.

ON24 makes global demand generation easier by putting webinars and digital experiences at the center of a repeatable, pipeline-driving engine.

Snowflake

For example, Snowflake, a cloud-based data storage company, needed to scale its lead generation efforts targeting a variety of key audiences across the globe without adding headcount.

With ON24, Snowflake was empowered to quickly stand up and run simulive demos and hands-on virtual labs while propelling their demand generation pipeline.

The result? Snowflake saw ON24-sourced leads grow by 31% YoY while scaling its webinar program to more than 40 webinars per month – all while saving more than 500+ hours annually.

Workiva

Workiva, a cloud-based financial reporting platform, is another great example. Before ON24, the company was spending upwards of 10 hours to produce a single webinar. Additionally, high demand for webinars weighed the team down, preventing them from being able to take the time to measure success and align events with broader pipeline-building strategies.

With ON24, Workiva reduced a 10-hour turn-around time to an hour and a half. That’s an 85% reduction in time spent setting up webinars thanks to the templatization feature found in ON24.

And, with that additional time, the Workiva team found the space they needed to focus on demand generation strategy. The result? Workiva’s sales-accepted leads grew by 35% and webinar-influenced bookings grew by 33%.

Reimagining Event Marketing

Event marketers must make the most of a crucial format that has always had high costs, low scale, and poor measurability. ON24 changes this by transforming every event into a campaign engine that keeps generating engagement long after the live date.

Thermo Fisher

Thermo Fisher, for example, realized that its in-person events, though necessary, were one-off, expensive, and non-scalable in addition to being difficult to measure ROI.

To overcome these hurdles, the company used ON24 to transform its event marketing strategy into an always-on digital engagement engine by using the webinar, content hub, and nurture page capabilities found in the ON24 platform.

With these capabilities and other ON24 features, like Key Moments, Thermo Fisher extended the life of its in-person events, streamlined content production, and saved hours of work. In the end, the company saw a 2.5x increase in webinar-influenced revenue and captured actionable event data across every ON24-powered touchpoint.

SAP

In 2020, SAP, like most everyone, had to pivot from in-person events to digital — and they had to do so fast. But during this transition, the company found that digital audiences grew frequently tired and inattentive. SAP needed a way to re-energize its digital attendees.

With ON24, SAP revisited its digital event strategy by focusing on quality experiences and always-on availability – in addition to hybrid event formats. This ensured digital attendees could engage with what they were interested in on their own time and even interact with live events as they were happening.

In the end, SAP managed to scale its program and run more than 300 events in a single year. Not only that, but the company sourced 40% of its HR pipeline from a single hybrid event powered by ON24.

Scaling Partner Engagement

Partners are critical to growth — but training, educating, and updating is a constant and expensive challenge. ON24 helps organizations scale partner enablement with personalized, measurable, and always-on experiences.

ServiceNow

For example, ServiceNow needed to train its partners on its latest offerings. To do this, it used a video conferencing solution that made it hard to scale live partner events, difficult to measure success, and required a manual process to turn live events into on-demand assets.

With ON24, the company could scale its partner engagement program across the globe. Not only that, but it could easily localize its events through ON24’s auto-translation and captioning features. And, with all this engagement data in hand, the company could plan and deliver personalized partner experiences.

As a result of its use of ON24, ServiceNow boosted partner event volume by 78% YoY and drove a 50% increase in registration-to-attendance conversion. Not only that, but thanks to the automation features found in ON24, ServiceNow found it could save a week of work every month — equating to nearly three months of efficiency gains per year.

Protiviti

Protiviti found the execution of its in-person events and certification programs to be costly, complex, and inefficient. The company needed a way to scale its programs, enhance its ability to measure engagement all while enabling its team to be agile.

With ON24, Protiviti transformed its partner events and certification courses into interactive digital experiences. These experiences, whose target audiences spanned the globe, enabled Protiviti to collect rich first-party engagement data and send that data seamlessly into their Eloqua MAP workflow. This integration eliminated days of work.

With its program in place, Protiviti saw a 52% increase in attendance and certifications YoY while saving thousands in venue and travel costs.

Elevating Customer Success

Post-sale engagement is often overlooked, but it’s where retention and expansion live. ON24 equips customer success teams to move beyond support — toward scalable, proactive engagement that drives adoption and growth.

Bluebeam

Bluebeam‘s webinar program, while effective for prospects, needed an overhaul to account for the entire marketing funnel. That meant standing up customer success webinars and experiences.

To do this, Bluebeam turned to ON24 to help it create personalized, high-impact programs for every stage of the funnel. With its integration and automation capabilities, ON24 empowered Bluebeam to scale its customer success webinars and drive engagement across the globe.

As a result, Bluebeam measured several significant improvements to event attendance (+17%), webinar-influenced pipeline (+33%), and webinar-influenced wins (+39%).

Qlik

Qlik had a product adoption problem. While the company was busy making great improvements to its platform, its customers just weren’t paying attention to its releases. Useful features went, well, unused. It needed an attention-grabbing solution that could help it to engage, educate, and inspire customers to adopt new features and capabilities.

With ON24, Qlik delivered a full customer content journey centered on product releases called the Qlik Insider series. These product-specific experiences — including webinars, content hubs, and nurture pages — ensured its customers could connect with the latest platform updates in a time and manner of their own choosing.

As a result, Qlik saw subscriptions to its Qlik Insider double in a quarter. Not only that, but it also saw an overall uplift in customer engagement and product adoption.

The One Platform Advantage

Today’s buyers expect more than isolated campaigns. They expect continuous engagement, personalized experiences, and proof of value at every stage of the journey.

ON24 delivers exactly that through: 

• • Unified experiences: Webinars, virtual events, hubs, and nurture pages run seamlessly on a single platform.
  • AI-Powered Analytics and Content Engine: Instantly generate personalized content, campaign assets, translations, and key moments for turnkey campaigns and content distribution.
  • First-party data and integrations: Capture every click, question, and download — and send it straight to your CRM and MAP for actioning.
  • Built for outcomes: Drive measurable pipeline impact across the full customer lifecycle.

Whether your goal is to generate demand, power events, enable partners, or drive customer success, ON24 turns every interaction into pipeline.

Ready to see how ON24 can help you scale engagement and drive pipeline? Book a demo today.