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BrightEdge Connects Across the Customer Lifecycle with ON24

Watch Webinar

49%

Registration to attendee conversion rate

10X↑

Pipeline growth year-over-year

10,000+

Hours of webinar engagement

About BrightEdge

Name: BrightEdge

Headquarters: San Mateo, CA

Founded: 2007

Employees: 250-500

 

Name: BrightEdge

Headquarters: San Mateo, CA

Founded: 2007

Employees: 250-500

 

Funding: Late Stage Venture

Industry: Marketing

ON24 Customer Since: 2016

BrightEdge provides critical services in a digital economy: sophisticated search engine optimization and web analysis for digital content. Its solutions are the best in the industry and the company possesses both the marketing and technical chops to help marketers make content shine.

Introduction

BrightEdge provides a comprehensive and important service for today’s digital marketers: measuring actual success through a sophisticated SEO platform. But, educating prospects and clients on the latest SEO strategies is an always-on operation. To put its audience in the right position, BrightEdge turned to ON24 to help engage its audience, build a following and provide insightful data across the enterprise.

As SEO specialists, BrightEdge knew a smart, targeted SEO campaign could boost its webinar strategy and, in turn, nurture a strong community—one that returns to the company for the latest developments and educational series.

Challenge

To supplement and build on these efforts, BrightEdge also needed to energize complimentary channels—such as email and sales—to drive engagement.

Its chosen platform had to fit in with its overall strategy and execution methods. It needed a solution that integrated itself into the company’s backend and pushed the latest engagement data to sales teams to continue the conversation.

BrightEdge provides a comprehensive and important service for today’s digital marketers: measuring actual success through a sophisticated SEO platform. But, educating prospects and clients on the latest SEO strategies is an always-on operation. To put its audience in the right position, BrightEdge turned to ON24 to help engage its audience, build a following and provide insightful data across the enterprise.

As SEO specialists, BrightEdge knew a smart, targeted SEO campaign could boost its webinar strategy and, in turn, nurture a strong community—one that returns to the company for the latest developments and educational series.

To supplement and build on these efforts, BrightEdge also needed to energize complimentary channels—such as email and sales—to drive engagement.

Its chosen platform had to fit in with its overall strategy and execution methods. It needed a solution that integrated itself into the company’s backend and pushed the latest engagement data to sales teams to continue the conversation.

ON24 Solution

BrightEdge turned to ON24 to engage with its audience through live and on demand webinars that put content consumption on their customers terms. To create a bingeable, Netflix-style environment, BrightEdge built playlists of on demand webinars that focused their visitors on the valuable expertise the company offers on SEO strategy and execution. This approach builds trust with their community, attracting new prospects and strengthening relationships with their customers. And, with backend integrations in place, the company could measure content engagement, ranging from polls to resource downloads, and seamlessly use that context to inform email and sales follow-up efforts.

Through the Engagement Platform, BrightEdge has:

  • Informed email strategy and execution – With a combination of built-in tools and integrations, ON24 provided BrightEdge the ability to easily craft, send and collect data on email communications while seamlessly integrating with its back-end marketing automation program.

BrightEdge turned to ON24 to engage with its audience through live and on demand webinars that put content consumption on their customers terms. To create a bingeable, Netflix-style environment, BrightEdge built playlists of on demand webinars that focused their visitors on the valuable expertise the company offers on SEO strategy and execution. This approach builds trust with their community, attracting new prospects and strengthening relationships with their customers. And, with backend integrations in place, the company could measure content engagement, ranging from polls to resource downloads, and seamlessly use that context to inform email and sales follow-up efforts.

Through the Engagement Platform, BrightEdge has:

  • Informed email strategy and execution – With a combination of built-in tools and integrations, ON24 provided BrightEdge the ability to easily craft, send and collect data on email communications while seamlessly integrating with its back-end marketing automation program.

 

  • A community following its webinar series – BrightEdge set out to build a following and prove its expertise. With its on demand webinar series, powered by the ON24 Engagement Hub, BrightEdge made its content available to its community at any time, anywhere—fueling its growing community.
  • Real-time data and reports for sales – Webinars provide a wealth of insights for sales and CRM teams to use. With ON24 real-time reporting, its sales force can see how content engages with audiences—down to an individual level—and seamlessly continue informed and actionable conversations with qualified leads.

Results

With ON24, BrightEdge accomplished its goals, driving community and engagement.

Its pipeline grew by a factor of ten year-over-year, it drove a 49 percent attendee conversion rate and totaled more than 10,000 hours of webinar engagement.

With ON24, BrightEdge accomplished its goals, driving community and engagement.

Its pipeline grew by a factor of ten year-over-year, it drove a 49 percent attendee conversion rate and totaled more than 10,000 hours of webinar engagement.

“For me, the biggest wow factor of ON24 is that I can take our marketing programs and connect them all the way through to not only leads and pipeline, but to every customer. I can drive engagement, drive results and really have an end-to-end solution that touches every point of my key metrics.”

-Jeremy Collins, Director, Digital Marketing
Brightedge

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