Product: ON24 Webcast Elite
Use Case: Demand Generation
Industry: Technology
Demandbase is the leader in Account-Based Marketing (ABM). The company offers the only end-to-end ABM technology platform — account identification, account-based advertising, B2B website personalization, account-based marketing automation, sales insights and integrations into CRM so that ABM results are optimized around sales activity.
Webinars are a key part of the company’s marketing strategy, providing some of its best, most engaged leads. The marketing team relies on ON24 Webcast Elite to understand how well Demandbase webinars are engaging audiences and share leads with its sales team.
Incorporating webinars into an ABM strategy
The quickly-growing company needed to keep its sales pipeline full. In 2016, Demandbase started shifting its marketing strategy to better align marketing and sales. Both teams agreed on which accounts were the most valuable and focused on them.
Even after shifting strategies, webinars remained an important tactic. However, quality became more important than quantity. The marketing team offered fewer webinars but focused more on content, promotion, and follow-up.
The marketing team partnered with sales to set performance goals for webinars, identifying a target number of pipeline opportunities, marketing qualified leads and sales accepted leads. Then, marketing helped sales prioritize follow-ups based on data, such as whether a target attended the webinar, asked a question, or answered a poll.
“We now get about 30% of our opportunities before the webinar takes place because ultimately, that registration is an indicator of interest.”
Nani Jansen
Director of Marketing Operations
A webinar platform for targeted marketing
Demandbase relied on the ON24® Platform as it moved to an account-based marketing strategy for webinars, taking advantage of:
Reaching the right accounts with webinars
Since implementing the new webinar strategy with ON24 Webcast Elite, Demandbase has achieved some of its top goals:
