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Diversified | Customer Story | ON24

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Diversified achieves 60% webinar conversion rate

CASESTUDY Diversified Console 738x500

  • 19%

    increase in attendance from Q1 2024 vs Q1 2025

  • 5.0

    maintained consistent perfect engagement score in 2024 and 2025

  • 60%

    registration to attendee conversion rate in 2024

Capabilities

Industry

Use Cases

Number of Employees

  • 251 to 1,000

Introduction

Diversified uses ON24 to boost webinar engagement, streamline operations and gain real-time data insights. Limited by a platform that couldn’t support their growing needs, Diversified turned to ON24 for a smarter solution. They were looking for a more reliable experience, smarter integrations and access to the kind of data that could drive decisions. ON24 delivered on all fronts — improving audience engagement, simplifying their tech stack and helping them prove value with detailed analytics.

Problem

The Digital Solutions team at Diversified faced a growing challenge. For years, they had been managing hundreds of sponsored and internal webinars and digital events annually, but their previous platform was falling short. While they faced some ongoing technical challenges, there were times when integration support was not as responsive as needed. Additionally, there were areas where the audience experience could have been improved, and accessing event data in a timely manner proved to be difficult at times.

The team was ready for a change. “As a company that prioritizes modernization, and with our team’s goal of continually elevating the quality of our webinars, it became clear that we needed a better solution,” said Laura Poliskey, Senior Digital Solutions Manager at Diversified. “I knew we couldn’t settle for a platform that simply worked, we needed one that would allow us to innovate and enhance engagement.” They set off to find a webinar platform vendor that would offer superior customer and technical support, seamless integration capabilities, and real-time data access.

“After exploring and using various platforms, we now have access to a broader range of tools. Our average engagement score for both last year and this year so far is 5.0, which is a fantastic indicator that attendees are not only interested in the content but are actively engaging with us. Previously, I didn’t have access to that kind of data.”

Laura Poliskey, Senior Digital Solutions Manager, Diversified

Solution

The ON24 Intelligent Engagement platform not only fulfilled all of the team’s requirements, it exceeded them. “The decision to choose ON24 was driven by several key factors,” explained Poliskey. “The robust features of the webinar console stood out, offering a highly customizable and interactive experience. The ability to fully brand each webinar to align with our various products was also crucial. Integration with our marketing platform, Marketo, was another deciding factor, as it would streamline our workflows and ensure a smooth experience across systems.”

Poliskey was also sold on the ability to access more data in real-time. They were now able to access engagement scores, could see who attended the webinar, who downloaded resources and who clicked on calls-to-action. According to Poliskey, “We didn’t have those data points before. They were a game changer. Once we had that available to us, I was able to sell our leadership on the fact that we were going to get more data than ever before.”

That need for better data extended to their on-demand offerings as well. Roughly 45% of their webinar views come from on-demand, but previously, they could only see who had registered, not who actually watched. With ON24, they now have visibility into who followed through, how long they watched and who engaged with the content after the live event. Driving audiences to their on-demand webinars is now aided by the addition of ON24 AI-powered ACE and nurture pages. “Using ACE enables us to boost engagement and make each webinar more relevant and impactful. Nurture pages allow us to continue engaging with attendees even after the webinar ends,” explained Poliskey.

Results

The team is seeing results. Comparing statistics from Q1 2024, when they had migrated nearly all of their webinars over to ON24 to Q1 2025, they saw a 19% increase in overall attendance. Moreover, in 2024, they accomplished a 60% registration-to-attendee conversion rate.

Because the team is now using ON24, they are able to see how effective they are with the ability to see a webinar’s engagement score. With the help of compelling content and the use of all the engagement tools available on the platform, their webinars have scored 5.0 consistently for more than a year.

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