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How ERT improves lead hand-off via ON24 Platform

About ERT

Product: Webcast Elite

Use Case: Live Professional Certification

Industry: Life Sciences

Introduction

Since switching to the ON24 Platform, ERT scaled its webinar program, generated more leads, and improved program reporting. ERT’s webinar program helped close 3x more business than the next closest lead generation channel.

Since switching to the ON24 Platform, ERT scaled its webinar program, generated more leads, and improved program reporting. ERT’s webinar program helped close 3x more business than the next closest lead generation channel.

Problem

Delayed webinar reporting and technical issues

ERT works with pharmaceutical, biotech and CROs to facilitate and gather data from ongoing clinical trials. As the company’s Senior Marketing Specialist, Sheryl Walder managed the trade show and webinar strategy. Webinars were a key tactic to generating leads for its Marketing Development team.

Delayed webinar reporting and technical issues

ERT works with pharmaceutical, biotech and CROs to facilitate and gather data from ongoing clinical trials. As the company’s Senior Marketing Specialist, Sheryl Walder managed the trade show and webinar strategy. Webinars were a key tactic to generating leads for its Marketing Development team.

With its previous platform, ERT experienced ongoing problems. The inability to quickly access attendee data after a webinar slowed down the sales follow up process. Sheryl also consistently saw attendees drop off due to a lack of support for mobile devices.

Solution

Instant webinar reporting, faster sales follow up

  • Quick reporting turnaround: ERT’s prior webinar platform forced it to wait 48 hours before it received webinar attendee data. With ON24, ERT got its reporting data in real-time, helping the Marketing Development team reach out to engaged attendees.
  • Integration and engagement tools: ON24’s seamless integrations between Salesforce and Pardot helped ERT streamline webinar promotion and provided insight into program performance. With engagement tools like surveys, Q&A, and poll results, the Marketing Development team prioritized follow-up and equipped themselves with the intel to have more meaningful sales calls.

Instant webinar reporting, faster sales follow up

  • Quick reporting turnaround: ERT’s prior webinar platform forced it to wait 48 hours before it received webinar attendee data. With ON24, ERT got its reporting data in real-time, helping the Marketing Development team reach out to engaged attendees.
  • Integration and engagement tools: ON24’s seamless integrations between Salesforce and Pardot helped ERT streamline webinar promotion and provided insight into program performance. With engagement tools like surveys, Q&A, and poll results, the Marketing Development team prioritized follow-up and equipped themselves with the intel to have more meaningful sales calls.
  • Mobile access, no dial-in required: With its older platform, ERT’s mobile and international attendees suffered from drop-offs and other issues. By switching to the ON24 platform, attendees could access webinars from any device without dial-in.
  • Simple set-up and ease of use: With ON24, webinar setup was a breeze. Within 10 minutes, Sheryl could easily set up a new webinar and schedule promotional activities.

Results

Since switching to ON24, ERT has scaled its webinar program, generated more leads, and improved program reporting.

  • Webinar leads contributed to 3x more closed deals and 5x more funnel activity compared to the second closest lead channel.

Since switching to ON24, ERT has scaled its webinar program, generated more leads, and improved program reporting.

  • Webinar leads contributed to 3x more closed deals and 5x more funnel activity compared to the second closest lead channel.
  • Platform ease of use helped increase webinar cadence by over 100 percent.
  • Generated 45 percent more leads with its on-demand strategy.
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