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Enterprise manufacturing organization increases leads and enables distributors with ON24 | ON24

Discover new strategies and best practices for advancing your success in the AI-era at The ON24 Experience. 👀 Register Now

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Enterprise manufacturing organization increases leads and enables distributors with ON24

  • Instant

    on demand conversion, saving 3 days

  • 124%

    increase in leads YoY

  • 27%

    increase in digital events run

Capabilities

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

Introduction

As the industry leader in video surveillance, this Enterprise Manufacturer develops and supplies innovative network solutions that improve security and business performance. In collaboration with thousands of technology and system integration partners, the organization is dedicated to enabling a smarter, safer world.

Problem

With 4,000 employees in over 50 countries and a global network of over 90,000 partners, this organization needed to scale its digital engagement programs to educate existing customers and enable partners to increase market presence and product adoption.

The outdated point solution they were using couldn’t scale, provided limited audience engagement and delivered generic data, ultimately hindering their organization from effectively driving high-quality, high-converting leads.

As a global company, they knew that the team needed to upgrade to an enterprise-grade platform that could support multiple use cases, audiences and business objectives as well as be deployed worldwide. Most importantly, the team knew that it needed to unlock audience engagement data to automatically deliver a predictable source of pipeline.

We’ve never had the flexibility to do what we want with webinars. We were looking for a flexible platform that could help us scale, but with ON24, we are also able to give our customers, partners and distributors highly personalized experiences. It’s been exciting to see the results of our new digital strategy – 124% year-over-year increase in leads.

Event Operations Manager

Solution

The events team started their search for a single technology provider that was easy to scale, customizable and would allow for personalized experiences for multiple audiences. They knew these functionalities were crucial to remove data silos and to be able to execute an integrated go-to-market strategy.

With ON24, the team found a single platform to run their multiple programs, from demand generation and product marketing to partner and distributor enablement. This new approach not only changed their operations but also changed the way they connected with their customers. They found an opportunity to foster relationships, build trust and loyalty, by providing continuing education for their customers with personalized CTAs. And, by leveraging the ON24 platform, they are able to templatize all their digital engagement experiences while branding them their own, delivering consistent experiences globally.

This enterprise manufacturer used ON24 integrations to automatically route first-party data to Salesforce and Pardot, sending high-quality leads to their sales teams in real-time. This integration helped the team go from 108 leads generated from digital events in 2022 to 242 YTD in 2023.

Because of the integration, they were able to consolidate their customer data in one platform, allowing them to scale across all their locations and expand this approach to their distributors and partners. Realizing the benefits of customer education webinars, they put together a new distributor education program that would drive a stronger market presence and nurture their relationship with partners.

They hosted multiple webinar series led by product experts, where distributors and partners got a deep understanding of the product lines, installation and manufacturer purchasing process.

“Our relationship with our partners, distributors and integrators has deepened. We are providing invaluable resources that empower them to drive better customer experiences and in turn, revenue growth”

Beyond running live webinars and virtual events, the team was able to extend the shelf-life of their content by sharing it on their on-demand content hub, which houses content for both customers and distributors in different sections. Having this one-stop shop has led to an increase in visitors and qualified leads. This was also previously a manual and time-consuming process for the team that is now instant.

“The possibilities are endless with the ON24 platform.” Based on audience feedback, the team continues to find new topics that resonate with customers and innovate new webinar series that will be educational for their partners and distributors.

Results

The organization’s lean team has created a new source of high-quality leads. The team works cross-functionally with sales to close deals faster by consolidating their customer, partner, and distributor digital marketing programs on one platform.

They have increased their leads year-over-year by 124% while increasing the number of digital events run by 27%, attributing these to the personalization possible at scale with ON24. With the valuable first-party data being fed into their business systems, their customer profiles and preferences will continue getting richer over time.

The new horizon for the team is a tech support series that will be made available to partners, distributors and integrators worldwide.

We stood up a completely new digital engagement program from scratch in half the time it would’ve taken with the traditional webinar platforms,” said Event Operations Manager, “by scaling and standardizing, we have been able to focus on event and campaign strategy – delivering valuable content to our partners and customers in a highly personalized way.

Event Operations Manager

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