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Grokker boosts lead generation and efficiency with ON24’s AI-powered platform

  • 40%

    of registrants converted to MQL, with ~20% of those MQLs progressing to MQLs

  • 50-60%

    registration to attendee conversion rate

Capabilities

Industry

Use Cases

Number of Employees

  • 0 to 250

Introduction

Grokker’s marketing team knew their webinar program had potential — but using Zoom made it hard to scale or support lead generation in a meaningful way. Manual processes, limited data, and time-consuming follow-up were slowing things down. 

With a growing focus on demand generation and event-driven campaigns, the team needed a platform designed for marketers, not just another video tool. They chose ON24 for its scalability, integration and AI-powered features that made setup, engagement and content reuse much easier. Since switching, Grokker has increased its webinar cadence from once a month to two or three, streamlined follow-up with real-time reporting and created follow-up campaigns using AI-generated key moments, nurture pages and social clips.

Problem

When Grokker’s marketing team reevaluated its webinar program, the company was using Zoom for their webinars. Because of its limited capabilities, the team spent a lot of time with manual processes and found it difficult to scale their program. Additionally, the absence of meaningful data made it difficult to support lead generation efforts. “You can’t really do lead generation on that platform — at least not efficiently,” Lane said. 

Every webinar involved pulling lists, emailing manually and coordinating with the team’s HubSpot specialist to suppress existing registrants — tasks that ate up valuable time for the lean four-person team. Making things worse, post-event reporting was slow and light on insight, making it hard to qualify leads or help sales prioritize. 

With a goal to increase lead generation and support their overall event strategy, the team needed a platform built for marketers, not just another video tool.

“The reporting is immediate. With Zoom, there was always a delay — our team had to wait to download everything. Now, the team can access the data within the hour and meet with our sales team right away to follow up.”

Arthur Lane, Head of Marketing, Grokker

Solution

Grokker needed a platform that could simplify webinar setup, improve audience engagement, and make lead management easier — without adding headcount. While discovering all the ON24 platform could deliver, Grokker’s marketing team knew it could handle the scale and structure they needed. But what really stood out this time were AI capabilities that come with AI-powered ACE that give every webinar more legs.

The marketing team now runs an average of two to three webinars per month — up from their initial goal of one — using templates to streamline setup and maintain brand consistency. They’ve integrated the platform with HubSpot and are working to integrate with Salesforce, which will mean no more juggling spreadsheets or manually updating lists. 

An important ON24 feature that has really helped the team is reporting. “The reporting is immediate,” said Lane. “With Zoom, there was always a delay — our team had to wait to download everything. Now, the team can access the data within the hour and meet with our sales team right away to follow up.”

Webinars now support Grokker’s broader event strategy, helping warm up audiences ahead of conferences and re-engage them afterward. The team also uses ON24 AI-powered ACE to create nurture pages and social posts, allowing them to reuse assets across channels without extra production time.

The team isn’t stopping there. Their upcoming plans to create a roundtable environment for their consultants by using ON24 Forums.“Next, the team will be trying Forums with our consultants,” explained Lane. “It will be interesting because then we can have that two-way conversation. Consultants are an extension of our sales team so we think Forums are going to be great.”

“ON24 is so much more efficient. We can’t think of another platform that would allow us to accomplish exactly what we need, when we need it. Our teams can get data in real time. From building landing pages to the calendar invites in emails, it’s just a great experience.”

Amanda Weaver, Sr. Content Manager, Grokker

Results

Since switching to ON24, Grokker’s marketing team has transformed their webinar program into a reliable driver of qualified leads. About 40% of registrants now convert into MQLs, and roughly 20% of those move forward as SQLs. 

Additionally, Lane said, “Webinars consistently deliver strong engagement, with roughly 50-60% of registrants attending live or on-demand, reinforcing the quality of audience.”

“Before switching to virtual events with ON24, we had at least 15 people from our sales and customer growth teams dedicating much of their time and effort in the months leading up to planning and executing our in-person event. Since going virtual, it's primarily a marketing effort. So, those other teams can focus on selling.”

Sabrina Marshall, Director of Product Marketing

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