Increased pipeline by $2.3 million USD
Won opportunities ($819K+ USD in sales)
increase in ROI YoY
of webinar attendees go to pipeline
Products: ON24 Webcast Elite, ON24 Advanced Analytics, ON24 Connect (Pardot)
Industry: Manufacturing
Use Cases: Demand generation, customer and product marketing, brand and thought leadership
Number of employees: 10,001+
ABB is a leading global technology company that energises the transformation of society and industry to achieve a more productive, sustainable future.
The ABB team uses webinars to establish thought leadership, attract new leads, drive product awareness and engage audiences. Find out how they used ON24 to increase webinar ROI by 100% year-over-year.
As a strategy to attract, engage and convert new audiences, the ABB New Zealand team decided to activate their webinar channel, surrounding their audience with high- value content throughout their buying journey. But, their video conferencing tool was not able to provide enough scale, support or interactivity for their marketing needs.
First, it was impossible to create a multitouch experience – their only option was to deliver a “death by PowerPoint’’ presentation. And, without a high level of interactivity, they lacked behavioral insights for sales. Finally, even the superficial registration data they were able to generate was tedious to integrate with their company’s CRM (Pardot), requiring hours of manual extraction, slowing down sales motions and missing SQL opportunities.
“We wanted to deliver webinars that would actively engage attendees throughout the entire experience and, ultimately, convert them into pipeline,” said Sophie Neate, Global Digital Marketing and Content Manager Electrification Service Division, ABB.
To achieve this, the team went in search of a platform that could help them:
ON24 made it easy for the ABB New Zealand team to make webinar programs the engine of a fully-integrated campaign that included multimedia content offers, FAQs, real-time polls and surveys, and opportunities for audiences to interact with speakers and request sales meetings, in real time.
With ON24, the team integrated dozens of touchpoints into one experience, ultimately accelerating the path to purchase.
“The hotter the topic, the longer the Q&A session at the end of the webinar,” said Neate. “And we’re able to download all of the questions and easily associate each one to the person who asked them.”
“We wanted to deliver webinars that would actively engage attendees throughout the entire experience and ultimately, convert them into pipeline.”
Sophie Neate
Global Digital Marketing and Content Manager Electrification Service Division
This kind of comprehensive data capture had not been possible with the team’s existing video conference tool, which would have required them to manually record every question asked and enter it into the team’s CRM system, Pardot.
But the real star of the show is the integration between ON24 and Pardot that allowed the team to make every channel of engagement work together seamlessly. Whether through a registration form, meeting request or content download, Pardot form fields are embedded into the ON24 experience, automatically mapping each attendee to a stage in the buying journey, from lead to opportunity and beyond.
“ON24 and Salesforce Pardot work really, really well together and we definitely rely on that across all our webinar and digital engagement strategies,” said Neate.
This integration not only eliminated manual data entry saving the team hours of time, it also ensured an accurate single source of truth that could be easily accessed and even trigger sales action for timely follow up and shorter sales cycles.
After switching to ON24, the ABB New Zealand team saw a 10% webinar attendee conversion into pipeline and a 100% increase in ROI year-over-year (2021 to 2022).
They yielded 610 MQLs, 299 new opportunities, over $2.3M in opportunities and over $819K in closed-won opportunities.
“The results speak for themselves and we couldn’t be happier,” said Neate.
“ON24 and Salesforce Pardot work really, really well, together and we definitely rely on that across all our webinar and digital engagement strategies.”
Sophie Neate
Global Digital Marketing and Content Manager Electrification Service Division
