Genesys increases pipeline by 127% with ABM strategy and integrations

+127% ↑

Increase in pipeline

101% ↑

Increase in registration

56.4% ↑

YoY increase in engagement scores

ABOUT Genesys

Name: Genesys

Headquarters: Daly City, California, US

Founded: 1990

Employees: 1,000+

 

Name: Genesys

Headquarters: Daly City, California, US

Founded: 1990

Employees: 1,000+

 

Funding: Private, acquired

Industry: Telecommunications

Genesys® powers 25 billion of the world’s best customer experiences each year. Our success comes from connecting employee and customer conversations on any channel, every day. Over 11,000 companies in 100+ countries trust our #1 customer experience platform to drive great business outcomes and create lasting relationships. Combining the best of technology and human ingenuity, we build solutions that mirror natural communication and work the way you think. Our industry-leading solutions foster true omnichannel engagement, performing equally well across all channels, on-premise and in the cloud. Experience communication as it should be: fluid, instinctive and profoundly empowering.

Introduction

Historically, webinars and digital events were a major part of Genesys’ marketing strategy. But as Genesys grew into a global company, it was looking for a way to transform its digital events to support and scale a new ABM strategy that would help drive more meaningful engagement amongst target accounts. Already realizing the strength of webinars powered by ON24®, the ABM team wanted to make webinars the foundation of their new strategy.

Historically, webinars and digital events were a major part of Genesys’ marketing strategy. But as Genesys grew into a global company, it was looking for a way to transform its digital events to support and scale a new ABM strategy that would help drive more meaningful engagement amongst target accounts. Already realizing the strength of webinars powered by ON24®, the ABM team wanted to make webinars the foundation of their new strategy.

As it began to change its approach to online events, Genesys was supporting three different sides of the market

—SMBs, mid-sized corporations and enterprise audiences

—all within a variety of product lines. It knew that it could better utilize webinars to funnel leads for all of these audiences back into its sales pipeline and develop new marketing techniques. While it was already using ON24 as its core engagement strategy for demand generation, it wasn’t fully taking advantage of the benefits and weaving webinars into the new ABM strategy

PROBLEM

As Genesys took a new approach to ABM and put digital engagement at the center of its strategy, it started to move away from one-off, top-of-the-funnel webinars. Instead, it needed an easier way to leverage online events throughout the buying cycle, across all of its marketing and campaigns. Part of this approach also entailed reaching all parts of the buying funnel and target specific personas in a cohesive way. Previous webinar content was minimal with little to no engagement or value add—no added features, no video (just audio), and minimal CTAs or personalized next steps. And webinars lacked a shelf-life and prospective clients had no reason to return to on-demand recordings.

I am a true believer that in order for us to make significant change, reach our customers and break through the noise, you have to take risks. And all that was made possible by enabling the features from ON24.

Josh Reed
Online Events Specialist

SOLUTION

Genesys decided to use webinars powered by ON24 as the foundation to their new ABM strategy while rolling out improvements along the way to level up traditional webinar program. Its multi-funnel approach leverages the depth and customization that ON24 offers, including:

  • Integrations. Genesys’ marketing automation software, Marketo, integrates with ON24 and sends out personalized auto responders to attendees and registrants. All auto responders are tracked and sent directly from ON24 with all levels of customization and branding still intact. Genesys saves time and communication remains streamlined in one place.
    ON24 also integrates directly with Genesys’ CRM (Salesforce) through Scribe. With this integration, data flows seamlessly from ON24 to Salesforce. Particularly beneficial to Genesys is the ON24 Engagement Profile, which details each audience member’s engagement before, during and after each webinar interaction, which is fed into Salesforce. This provides insights directly to the sales team right where they work in Salesforce and helps with sales follow up.

Genesys decided to use webinars powered by ON24 as the foundation to their new ABM strategy while rolling out improvements along the way to level up traditional webinar program. Its multi-funnel approach leverages the depth and customization that ON24 offers, including:

  • Integrations. Genesys’ marketing automation software, Marketo, integrates with ON24 and sends out personalized auto responders to attendees and registrants. All auto responders are tracked and sent directly from ON24 with all levels of customization and branding still intact. Genesys saves time and communication remains streamlined in one place.
    ON24 also integrates directly with Genesys’ CRM (Salesforce) through Scribe. With this integration, data flows seamlessly from ON24 to Salesforce. Particularly beneficial to Genesys is the ON24 Engagement Profile, which details each audience member’s engagement before, during and after each webinar interaction, which is fed into Salesforce. This provides insights directly to the sales team right where they work in Salesforce and helps with sales follow up.
  • Getting Creative with On-demand Webinars. Ondemand is now a unique channel for Genesys. By using on-demand webinars as a channel, Genesys can recycle webinar content and personalize it even further to create customized, engaging content experiences for specific audiences.
  • Webcast Variety. Genesys expands beyond using simple audio recordings by implementing live audio with video, ondemand, full virtual summits and simulive events. Through the variety of options and customizations that ON24 offers, Genesys enables more features to maximize engagement. This also includes, creating a custom experience through branding and engagement tools like polls, surveys, embedded CTAs and QA—all of which help to increase average viewing time and engagement score.
  • ON24 Certification. ON24 offers a Webcast Elite Certification and Presenter Certification Programs. Genesys encourages its Digital Events team members to complete certification and train on all incoming ON24 product offering so that its webinars stay fresh, exciting and top of the line.

Results

Genesys’ digital events program has become not only about creating demand for its sales team but also about creating webinars that prospects coming in through other channels can consume as well. Webinars are now a larger part of Genesys’ ABM strategy, supporting the entire company portfolio and buying journey from top-of-funnel to bottom-of-funnel. Since diving deeper into the ON24 platform, Genesys has increased its pipeline for sales by 127%, reduced costs, and delivered revenue for the first time from an online events program.

Since shifting our approach, we’ve seen an increase in engagement score, registration, and a 127.6% increase in our pipeline. But what gets me jazzed about that number is that this is the first time we’ve actually delivered revenue from the online events program!

LIZ WEIDA
DIRECTOR OF DEMAND GENERATION

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