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How ServiceNow Scales Its Partner Webinar Program 78% and Saves Months of Work With ON24

1

week of work a month saved with ON24 automation

78%

Webinar program scaled

50%

increase in conversion from registration to attendance

About Servicenow

Key Benefits: Easy to convert live events to on-demand experiences, ability to scale globally, easy to capture insights, reporting dashboards are easily accessible company-wide

Products: ON24 Webcast Elite, Advanced Analytics, ON24 Engagement Hub, ON24 Connect

Use Case: Partner Enablement

Industry: Technology

ServiceNow is an American software company based in Santa Clara, California, that develops a cloud computing platform to help companies manage digital workflows for enterprise operations.

Introduction

Josephine Copeland, Global Partner Enablement Program Manager at ServiceNow, and her team use webinars to educate, enable and certify their partner network to effectively sell ServiceNow products.

Key Benefits: Easy to convert live events to on-demand experiences, ability to scale globally, easy to capture insights, reporting dashboards are easily accessible company-wide

Products: ON24 Webcast Elite, Advanced Analytics, ON24 Engagement Hub, ON24 Connect

Use Case: Partner Enablement

Industry: Technology

ServiceNow is an American software company based in Santa Clara, California, that develops a cloud computing platform to help companies manage digital workflows for enterprise operations.

Josephine Copeland, Global Partner Enablement Program Manager at ServiceNow, and her team use webinars to educate, enable and certify their partner network to effectively sell ServiceNow products.

Problem

Before adopting ON24, the team had been using a free video conferencing platform to run partner enablement webinars.

However, as with most video conferencing solutions, that platform made it very difficult to scale live events. Furthermore, without any analytics or reporting capabilities, it was virtually impossible to tailor follow-up messaging, collect event feedback or deepen partner relationships.

“We needed a platform that would not only allow us to run live events, but also make it possible to run different event types, and do it at scale,” said Copeland.

The team was also spending way too much time (one to two weeks worth of work a month, according to Copeland) manually converting live events into on-demand experiences.

Even once converted, there was no way to consolidate multiple on-demand webinars into one landing page “without completely blowing up our site,” said Copeland. “We were always worried about competitors or non-approved partners accessing our content.”

“Getting time back and not having to worry about day-to-day execution has freed up time for me to think about how I can make this program better for our partners with ON24.”

Josephine Copeland
Global Partner Enablement Program Manager

Solution

With ON24, the team was able to not only scale their existing partner webinar program, but also expand to include more opportunities for partners including a “FastTrack” series for onboarding partners, and “PEAK Bites,” AKA short, bite-sized webinars specializing in particular topics or products.

They have also expanded the reach of these programs to multiple countries and in multiple languages with ON24 auto-translation and captioning functionalities, as well as the ability to offer on- demand experiences for audiences in various time zones.

“Being able to effortlessly convert live events into on-demand experiences with ON24 has saved us weeks of work and helped us reach a much wider audience than before,” said Copeland.

With ON24, the team was able to not only scale their existing partner webinar program, but also expand to include more opportunities for partners including a “FastTrack” series for onboarding partners, and “PEAK Bites,” AKA short, bite-sized webinars specializing in particular topics or products.

They have also expanded the reach of these programs to multiple countries and in multiple languages with ON24 auto-translation and captioning functionalities, as well as the ability to offer on- demand experiences for audiences in various time zones.

“Being able to effortlessly convert live events into on-demand experiences with ON24 has saved us weeks of work and helped us reach a much wider audience than before,” said Copeland.

The biggest impact though, has been the ability to capture audience engagement insights, even from their on-demand webinars.

“The reporting dashboard is incredibly important to me,” said Copeland, who uses ON24’s user-friendly analytics dashboard to make webinar metrics available to “hundreds of ServiceNow stakeholders and employees.”

An integration between ON24 and Hubspot makes data even more accessible to the team and saves them the trouble of manually extracting, organizing and acting on the data they collect.

“Our stakeholders love the visualization of the data in the reporting,” said Copeland.

Product teams also use the first-party data generated from polls, Q&A, chats and content downloads to improve product features and inform future webinar topics.

“The amount of stress has been greatly reduced because I am no longer worried about unexpected variables. Everything we need is readily available to us.”

Results

With ON24, the ServiceNow team has gone from delivering 120 partner enablement events a year to 214, all of which are converted to on-demand automatically, with zero manual effort.

This led to a YoY scaling of their webinar program of 78% and a 50% increase in overall attendance.

“We save about one week of work a month with ON24,” said Copeland. “And the results speak for themselves.”

“Being able to effortlessly convert live events into on-demand experiences with actionable data has saved us weeks of work and helped us reach a much wider audience than before.”

Josephine Copeland
Global Partner Enablement Program Manager

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