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How Fitbit Health Solutions increases revenue by 38% with ON24

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34%

Of revenue won last year through multi-touch attribution was influenced by webinars

38%

Of revenue won last year from first touch attribution was influenced by webinars

#1

Demand generation channel is ON24, with the highest conversion from pipeline to revenue

About Fitbit Health Solutions

Name: Fitbit Health Solutions

Headquarters: San Francisco

Founded: 2007

Employees: 300-500

Funding: Public

Industry: Health Tech / Fast-tech

Name: Fitbit Health Solutions

Headquarters: San Francisco

Founded: 2007

Employees: 300-500

Funding: Public

Industry: Health Tech / Fast-tech

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.

INTRODUCTION

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.

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.

Problem

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:

  • Steady Cadence. Establish a predictable cadence to make operating as a solo team more manageable and time-efficient.
  • Repurposed Content. With limited resources made it difficult to create an abundance of content. Fitbit needed to recycle existing content and present it as new while still keeping audiences engaged and returning for more

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:

  • Steady Cadence. Establish a predictable cadence to make operating as a solo team more manageable and time-efficient.
  • Repurposed Content. With limited resources made it difficult to create an abundance of content. Fitbit needed to recycle existing content and present it as new while still keeping audiences engaged and returning for more
  • Time-efficient Value. Prioritize creating more value with less time commitment from its audience. Fitbit knew shorter content would better keep interest and increase engagement and retention.
  • Unprecedented Access. Provide trainings and coveted access to thought leaders that its audience would not normally be able to access to build trust in the space with partners who also want to create health solutions.
  • Detailed Analysis. Fitbit needed to easily report on webinar performance and take action on attendee engagement.

SOLUTION

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:

  • Engagement Scoring. Fitbit takes a data-driven approach to its webinars. It now uses the ON24 Engagement Score to qualify leads by scoring them based on how attendees engage with content. By knowing an attendee’s engagement score, Fitbit can prioritize higher-scoring leads with sales, guiding them through the MQL pipeline faster.
  • Marketing Automation and CRM Integration. ON24 automatically pushes data from webinars into Marketo and Salesforce. The sales team now gets notified post-demo 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.
  • ON24 Screen Share Functionality. Fitbit uses this feature to conduct weekly sales demos, providing leads with a low-pressure environment for an in-depth walkthrough of its product

“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

  • On Demand. While all of its webinars are conducted live, Fitbit uses ON24’s on-demand functionality to share webinar links with its sales team, in nurturing emails, third-party sponsored media and sales tools kits. This gives its webinar content ongoing life and helps the sales team reference what its leads already have seen.
  • Sharing Additional Resources. The resource widget lives within a webinar as a list of additional downloadable resources for the attendee to refer back to that support the webinar content. This completes the marketing circle, providing value and also driving people back to Fitbit’s website.
  • Surveys and Polls. This high-touch, interactive experience, encourages more interaction, helps the speaker know how the audience is reacting and how familiar they are with the content so that they can adjust their presentation in the moment. Surveys also provide data insights that measure webinar effectiveness and help define qualitative goals for Fitbit’s digital event program as a whole

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

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