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Genesys global program | Customer Case Study | ON24

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With a better webinar experience, Genesys boosts pipeline revenue 3x in three years

genesys console

  • 3X

    Pipeline growth in three years

  • 4300

    Leads pulled in across the globe

  • 35%

    Of digital pipeline revenue driven through webinars

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

About

Through its industry-leading cloud and on-premise solutions, Genesys provides seamless omnichannel journeys for more than 10,000 companies residing in more than a hundred countries across the globe. Genesys, an eight-year market leader, powers more than 25 billion superior customer experiences each year, bringing the power of better experiences to organizations everywhere.

Introduction

Online experiences influence decisions.

Experience matters. It gives impressions, influences decisions and makes a mark on professionals with buying power. In fact, a great deal of a buyer’s journey, roughly 67 percent according to a SiriusDecisions report, is influenced by digital content. It’s no wonder why digital marketing is the cornerstone of modern B2B marketing today.

But digital marketing needs consistency, a near-continuous stream of new content and a smart mix of different digital formats.

Video, for example, can reach a wider audience seeking particular content, like how-to guides or briefs. Likewise, social can promote content, issue updates and more. But central to any effort is a consistent experience guiding prospects from beginning to end.

For a company priding itself on good experiences, Genesys needed a solution that’d unify its digital efforts with a consistent voice that drives awareness and results.

The Problem

Genesys began searching for a new tool that’d help unify its digital experience. The tool had to bring content creation together, under one medium, where it could then easily iterate content to spread to other digital channels. Doing so would make for a consistent Genesys experience. The company also wanted a tool that could drive not only awareness but also pipeline revenue and educate its audience in one go.

But that wasn’t all.

Genesys needed its solution to work with its back-end infrastructure as well. The company wanted to track any engaged prospects from first-touch, to lead to customer. It also wanted insights into what content the prospect consumed, what resonated with them and what didn’t. These insights would fuel its sales team, giving them the means to continue conversations, inform prospects and close deals. And, to top it all off, its chosen solution had to reach every part of the globe.

"If a person is willing to take 30 to 60 minutes out of a busy schedule and participate in a webinar—he or she is invested. Running global webinars with ON24 has been strategic to driving demand for all stages of our marketing funnel.”

Bhavisha Oza, Director of Digital Marketing

Solution

Genesys selects the ON24® Platform

To tick all of these boxes, Genesys, the global leader in customer experience solutions, chose the ON24® Platform to help facilitate better webinars and better content. With a superior and easy-to-use webinar experience in place, Genesys now creates a range of webinar content—from thought leadership and best practices to customer-powered webinars and demos—that’s easily iterable for an engaging, consistent Genesys experience.

With a better platform in place, Genesys also fused powerful integrations together—linking Marketo, Scribe and Salesforce— and began building a global webinar program for every stage of its marketing funnel. With a centralized content platform in place, Genesys now enjoys:

  • An on-brand experience.
    With fully customizable consoles, Genesys can push its brand, look, and feel to anywhere on the globe.
  • Live demos, polls and engagement.
    With screenshare-powered webinars, Genesys pushes product and service demonstrations into live events. Additional interactive widgets, like live poll, Q&A and chat also allow speakers to respond to attendee questions in both real-time and on-demand.
  • A synchronized experience between marketing and sales.
    With Salesforce, Scribe and Marketo integrations in place, Genesys can seamlessly transfer data from one event to its entire sales team for seamless conversations and consistent experiences. Its teams can also use this data to know which content connects with which account better, giving teams a key advantage across the globe.

Results

  • 3x pipeline jump in three years.
  • Weekly webinar cadence on a global scale.
  • A universal experience across the globe.

"Take advantage of all the capabilities ON24 has to offer, such as console widgets to provide the best experience for the audience."

Alyssa Sarmiento, Senior Manager of Digital Marketing

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