Of revenue won last year through multi-touch attribution was influenced by webinars
Of revenue won last year from first touch attribution was influenced by webinars
Demand generation channel is ON24, with the highest conversion from pipeline to revenue
Employees: 300-500
Products: ON24 Webcast Elite; ON24 Connect; Advanced Reporting & Analytics
Use Cases: Customer & Product Marketing; Demand Generation
Industry: Technology
Integration Used: ON24 Marketo Integration
Data in Action: Sales team is notified post-webinar via Marketo with actionable insights like the questions the attendee asked and survey responses. They can then use this information as a conversation starter on follow up calls and communications.
Fitbit Health Solutions, part of Fitbit, Inc., delivers health and wellness solutions designed to increase engagement, improve health outcomes and drive positive returns for employers, health plans and health systems. Built on market-leading and ever-evolving consumer technology, its solutions help companies, plans and providers engage more meaningfully with individuals throughout their daily lives.
Fitbit is a leading name in the health tech industry, especially for consumers. To put itself in better fiscal shape, Fitbit decided it needed to strengthen its B2B arm, Fitbit Health Solutions. To do this, the company worked with employers to position Fitbit as a critical tool to keep employees healthy. This process involved educating employers on how to use the health data that Fitbit collects to facilitate more than just step competitions amongst employees, and why the health of employees directly impacts business results and productivity.
To accomplish this, Fitbit moved away from traditional live events and put its efforts into digital events and webinars. But Fitbit’s digital events team was a one-person show, faced with running multiple events a month with limited resources and high expectations that it would support sales pipeline and B2B growth.
Fitbit, set back by limited resources, struggled to both make its webinar program work and develop a strategy that would scale. Especially difficult was its effort to scale its demo program, running on Zoom, and capture the data it’d need to analyze attendees. The ideal webinar platform it needed had to be able to provide:
Fitbit turned to the ON24® Platform to host its webinars and help it grow its pipeline with resources and features easily managed by a small or solo team. Fitbit benefits most from:
“We used to do our demos using Zoom and the reps would have to frantically write down who was on these demos. With ON24, reps can now just focus on the demo and we automatically capture attendee information and engagement.”
Rachel Yarnold
Associate Digital Marketing Manager
“We’ve been extremely pleased with the results from our webinar program last year! Webinars influenced 34% of revenue won, and even more impressive, for first touch attribution, we saw 38% of our revenue won sourced by webinars.”
Rachel Yarnold
Associate Digital Marketing Manager
