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How Cloudera brought its 50-city roadshow online


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About Cloudera

Product: ON24 Webcast Elite

Use Case: Demand Generation

Industry: Technology

Cloudera was founded in 2008 by some of the brightest minds at Silicon Valley’s leading companies, including Google, Yahoo!, Oracle, and Facebook. And in 2011, 24 engineers from the original Hadoop team at Yahoo! spun out to form Hortonworks. Both companies, who joined forces in January 2019, were founded on the belief that open source, open standards, and open markets are best. This belief remains central to our values, evidenced by our significant investments in engineers and committers working with the open source community. Today, Cloudera has offices around the globe and is headquartered in Silicon Valley, California.


Cloudera, a leading provider of cloud analytics and machine learning, has a story to tell. It starts with cloud environments, machine learning and the need for actionable insights, and ends with their platform.

But for many outside Silicon Valley, the cloud is still a somewhat unfamiliar concept.

Many stakeholders—whether investors, prospects, or even potential partners—have a sense of how important the cloud is, but were still unsure of the enormous value proposition Cloudera offers.

That’s why, for the past few years, Cloudera has taken their story to the road. They’ve explored the East Coast and crisscrossed Latin America, showcasing what they have to offer with more than 50 half-day summits in a year.


The 50 events were, by all measures, a success. The events had a high ROI: they drove pipeline and brought in money, more than making up for the operating costs for venues, food and lodging.

Still, the Cloudera team wanted to find a way to make their in-person events more cost-effective and more impactful without the cost of hosting physical summits. The company wanted to take its hyper-targeted events and push them to a range of audiences — any time, anywhere.


Cloudera turned to ON24® for a simple, scalable system that’d accommodate targeted accounts at a virtual drop of the hat. That’s precisely what they got.

By recording and slicing up its four-hour roadshow into three segments and putting them together into a virtual event, Cloudera could extract more value from its summits with minimal effort. With ON24, Cloudera:

  • Made physical events virtually scalable. Cloudera knew the power of its story. With ON24, it could push its narrative to a marketing audience of thousands.
  • Pushed high-quality content. Cloudera segmented its four-hour events with two to three high-quality customer testimonial videos standing in as commercial breaks.
  • Generated engagement. With interactive polls, surveys and live Q&A, Cloudera pulled attendees in and generate backend data for sales to use.
  • Customize its event look. Cloudera kept its voice, brand and content on-point with fully customizable consoles and events.

“The idea is press play, have the webinar run and have attendees continuously think it’s live. We had our second event. We had technical people on the back-end to answer live Q&A and, for what the attendees knew, the events were live.”

Stef Dombek
Senior Manager, Marketing Operations and Analytics


With ON24, Cloudera made more interaction from its physical events and drove more pipeline.

The company:

  • Generated more than 200 sales meeting requests
  • Had more than 8,000 registrants for first virtual events
  • Captured nearly 2,000 attendees
  • Continued lead generation from on-demand events