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WTR 2022

How Autodesk achieved 12x ROI on pipeline with ON24

12x

ROI on pipeline in six months

80%

faster lead follow-up and meeting conversion

10%

shorter sales cycles

100

sales opportunities generated from one event

About

Products: ON24 Webcast Elite, ON24 Forums, ON24 Engagement HubON24 Connect, ON24 Services

Industry: Technology

Use case: Demand generation

Number of employees: 10,001+

Introduction

Autodesk, Inc. is an American multinational software corporation that makes software products and services for the architecture, engineering, construction, manufacturing, media, education and entertainment industries.

Iris Chan (Head of Demand and Growth APAC, Autodesk Construction Solutions) uses webinars and virtual events to generate leads, move them down the funnel and convert them into sales pipeline. Find how the Autodesk team adjusted their program strategy to generate more SQLs and accelerate sales cycles.

Products: ON24 Webcast Elite, ON24 Forums, ON24 Engagement HubON24 Connect, ON24 Services

Industry: Technology

Use case: Demand generation

Number of employees: 10,001+

Autodesk, Inc. is an American multinational software corporation that makes software products and services for the architecture, engineering, construction, manufacturing, media, education and entertainment industries.

Iris Chan (Head of Demand and Growth APAC, Autodesk Construction Solutions) uses webinars and virtual events to generate leads, move them down the funnel and convert them into sales pipeline. Find how the Autodesk team adjusted their program strategy to generate more SQLs and accelerate sales cycles.

Problem

When it comes to capturing (and keeping) the attention of digitally-fatigued audiences, the Autodesk team knew they needed to elevate their approach to webinars and virtual events.

It was time to move from one-off tactics to a digital engagement strategy aimed at generating actionable insights and building relationships that last.

“We needed a platform that would create some ‘wow factor,’” said Chan, who went in search of a solution that would give her and her team the ability to:

  • Differentiate from the competition and cut through the noise
  • Offer different event types and formats to address unique audiences
  • Generate actionable insights to more effectively convert MQLs to SQLs
  • Meet enterprise data and security requirements“ON24 checked all of our boxes,” said Chan, who was immediately impressed with how easy it was to onboard the platform and start creating unique experiences for every audience.

Solution

With help from the ON24 Services team, “we were creating visually-captivating webinars with tons of audience engagement opportunities.”

From live polls and Q&A, to additional content offers and book-a-meeting CTAs, Autodesk’s attendees had plenty of ways to engage with the experience, while ON24 captured every interaction to get a deeper understanding of each attendee.

But one event type does not fit all. “We wanted to create a differentiated experience for every single event and give audiences more opportunities to interact,” said Chan.

To accelerate onboarding and enable team members to succeed, the Autodesk team created interactive virtual training experiences.

To engage smaller groups of 10-15 executives in a highly- collaborative virtual setting, Chan and her team used ON24 Forums to deliver two-way virtual roundtable discussions.

For their “Construction Project Management Forum,” the team included virtual keynotes, concurrent masterclass tracks, an interactive networking lounge and virtual booths for partners and sponsors, generating not only leads, but real, human relationships.

When it comes to capturing (and keeping) the attention of digitally-fatigued audiences, the Autodesk team knew they needed to elevate their approach to webinars and virtual events.

It was time to move from one-off tactics to a digital engagement strategy aimed at generating actionable insights and building relationships that last.

“We needed a platform that would create some ‘wow factor,’” said Chan, who went in search of a solution that would give her and her team the ability to:

  • Differentiate from the competition and cut through the noise
  • Offer different event types and formats to address unique audiences
  • Generate actionable insights to more effectively convert MQLs to SQLs
  • Meet enterprise data and security requirements“ON24 checked all of our boxes,” said Chan, who was immediately impressed with how easy it was to onboard the platform and start creating unique experiences for every audience.

With help from the ON24 Services team, “we were creating visually-captivating webinars with tons of audience engagement opportunities.”

From live polls and Q&A, to additional content offers and book-a-meeting CTAs, Autodesk’s attendees had plenty of ways to engage with the experience, while ON24 captured every interaction to get a deeper understanding of each attendee.

But one event type does not fit all. “We wanted to create a differentiated experience for every single event and give audiences more opportunities to interact,” said Chan.

To accelerate onboarding and enable team members to succeed, the Autodesk team created interactive virtual training experiences.

To engage smaller groups of 10-15 executives in a highly- collaborative virtual setting, Chan and her team used ON24 Forums to deliver two-way virtual roundtable discussions.

For their “Construction Project Management Forum,” the team included virtual keynotes, concurrent masterclass tracks, an interactive networking lounge and virtual booths for partners and sponsors, generating not only leads, but real, human relationships.

With ON24 on demand and simulive functionality, the team delivered pre-recorded webinars and events as live experiences and made them accessible to audiences who were unable to attend — without losing the ability to drive engagement and generate insights.

By integrating ON24 with their marketing automation platform, the team leveraged deep audience engagement insights, which could be delivered directly into the hands of their sales team.

“I’m very passionate about using audience insights to help us be more effective and efficient,” said Chan.

“ON24 helped us connect our data, teams and processes across the board, all in one single, centralized platform.”

Iris Chan
Head of Demand and Growth

Results

Chan and her team saw a 12x ROI on pipeline within 6 months. Lead follow-up and meeting conversion rates were accelerated by 80%, shortening sales cycles by 10%.

From one event alone, the team generated more than 3,500 registrants, 700 attendees and ultimately, 100 sales opportunities.

“ON24 helped us connect our data, teams and processes,” said Chan, “and engage every audience, all in one single platform.”

“We needed a platform that would create some wow factor and really capture the attention of our target audiences.”

Iris Chan
Head of Demand and Growth