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How Ellucian Scaled Global Engagement and Pipeline Growth with ON24

CASESTUDY Console Ellucian

  • 68%

    registration-to-attendance conversion rate

  • 226%

    year-over-year increase in content views

  • top

    channel for influencing pipeline

Capabilities

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

Introduction

For over a decade, Ellucian has relied on ON24 to power a high-performing webinar and virtual event strategy. Today, the marketing operations team continues to build on that foundation — finding new ways to engage a global audience of education professionals while scaling their impact with limited resources.

By expanding beyond webinars to embrace ON24’s broader platform capabilities — including AI-generated content, engagement hubs, and automation — the team has transformed how they operate. They’re enabling regional teams with localized templates, repurposing content at scale, and delivering more personalized experiences without adding headcount.

With ON24 at the center of their strategy, Ellucian is reaching more people, driving more pipeline, and saving more time. And with conversion rates and content views far exceeding benchmarks, the results speak for themselves.

Problem

ON24 has long been central to Ellucian’s digital engagement strategy, helping them build a prolific webinar program that generated tens of thousands of leads. But as the company grew, so did the demands on the marketing operations team.

Today, Marketing Operations Manager Katie Armstrong and Senior Manager of Marketing Automation Jennifer Bradley are tasked with doing more with less — engaging higher education professionals, streamlining workflows, and supporting internal teams across regions. They’ve become the go-to resource for ON24 enablement, helping colleagues around the world run their own programs.

At the same time, the team faces limited support for writing and content creation, making it difficult to keep up with the growing demand for high-quality, personalized virtual experiences. Balancing scale, consistency, and impact has become increasingly challenging — especially as expectations rise and resources remain lean.

“ON24 is one of our top-performing channels for engagement and pipeline influence. It’s a critical part of our marketing mix.”

Jennifer Bradley, Senior Manager, Marketing Automation, Ellucian

Solution

Recognizing ON24 as more than a webinar tool, Ellucian’s marketing operations team began tapping into the platform’s broader capabilities — especially AI-powered content creation and engagement tools.

One of the biggest breakthroughs came with ON24’s AI-powered ACE. With limited writing resources, the team needed a way to scale content without sacrificing quality. ACE enabled them to automatically generate nurture pages, video clips, and written summaries from existing webinars — extending the life and reach of every event.

“Being a global company, we know not everyone can join live,” said Armstrong. “ON24 makes it easy to share key takeaways, clips, and curated content pages — helping us extend the value of every event.”

They also launched an engagement hub, driving a 226% year-over-year increase in content views simply by linking to it from their website. Meanwhile, they’ve expanded their use of in-event engagement tools — from polls and downloadable resources to strategic calls-to-action like Impact Award nominations.

Templates and automation have also been critical. “With ON24, we’ve saved time at every stage — from using templates to automating reminders and follow-ups,” Armstrong shared. “It’s been a game-changer for a lean team like ours.”

These templates have empowered regional teams to run their own webinars with localized content. Armstrong supports them with training and native-language templates, helping scale the program globally.

Looking ahead, the team plans to deepen personalization through segmentation and persona-based marketing.

“Being a global company, we know not everyone can join live. ON24 makes it easy to share key takeaways, clips, and curated content pages — helping us extend the value of every event.”

Katie Armstrong, Marketing Operations Manager, Ellucian

Results

Ellucian’s digital engagement strategy continues to deliver impressive results — even as the team operates with limited resources.

“ON24 is one of our top-performing channels for engagement and pipeline influence,” said Bradley. “It’s a critical part of our marketing mix.”

Their registration-to-attendance conversion rate stands at 68%, far surpassing the global benchmark of 57%. And since launching their engagement hub, they’ve seen a 226% year-over-year increase in content views — proof that their content is resonating long after the live event ends.

By expanding beyond webinars and embracing ON24’s full platform — including AI, automation, and engagement hubs — Ellucian has transformed its approach. The result: more reach, more impact, and more efficiency from a lean, high-performing team.



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