Use Case: Demand Generation
athenahealth partners with healthcare organizations across the care continuum to drive clinical and financial results. Our expert teams build modern technology on an open, connected ecosystem, yielding insights that make a difference for our customers and their patients.
Integrating the ON24® Platform into its marketing technology stack has helped athenahealth, a growing healthcare IT company, optimize its marketing webinars. Since integrating its technology, athenahealth has gained more control over its webinar branding and streamlined communications with attendees and its sales team.
Engaging leads with thought-provoking content
athenahealth is a cloud-based healthcare IT company that provides a network of services for physicians and health systems, including electronic health records, medical billing services, and patient communication services. The small company has aggressive growth goals and uses webinars to engage prospects in an educational, thought-provoking way.
Webinars support two key aspects of athenahealth’s marketing strategy:
Optimizing the webinar experience
With webinars as a core part of its marketing strategy, athenahealth wanted to improve some aspects of the webinar experience:
Integrating with the marketing technology stack
Athenahealth decided to integrate ON24 with its Eloqua marketing automation and Salesforce customer relationship management (CRM) platforms. Integration has allowed the marketing team to take advantage of:
“Our integration between ON24, our marketing automation and our CRM has helped with every stage of the buyer journey.”
Marketing Manager, athenahealth
Getting leads on the right path faster
Since integrating ON24 with its marketing technology stack, athenahealth has enjoyed: