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Creating webinars that engage customers
HubSpot is a marketing and sales technology platform that gives businesses tools to grow.
Webinars are a key part of the company’s demand generation strategy, garnering anywhere from 1,000 to 10,000 registrations. HubSpot relies on ON24 Webcast Elite to execute webinars without technical glitches and deliver an excellent user experience.
Although HubSpot’s webinars were running smoothly, attendance and audience engagement were declining. Additionally, the company’s sales team was eager to see more marketing-qualified leads (MQLs) come out of webinars.
To increase engagement and MQLs, HubSpot’s marketing team knew it needed to make a change to its webinar content and strategy.
Changing the webinar playbook
After analyzing data, the marketing team realized many MQLs were coming from its free inbound marketing assessments, which offered prospects feedback on how to improve their websites. The marketing team wanted to provide a similar experience on a larger scale, so they decided to use webinars as a forum for website reviews.
HubSpot created a webinar series with a new format. Instead of showing slides, webinars featured two marketing experts discussing a customer’s website, which was scrolling in the background. Attendees could choose to submit their website to be assessed live on the webinar, or simply watch. The marketing team also invited attendees to sign up for a private, 1:1 website consultation after the webinar.
The right platform for audience engagement
HubSpot successfully launched its new webinar format and strategy with tools available through the ON24 platform:
Increasing MQLs with innovative webinars
The new webinar series has been one of HubSpot’s most successful campaigns and has achieved several major marketing objectives:
“This is one of our most successful campaigns. We see huge retention rates throughout the webinars and between 24 and 32 percent conversion rate to MQL for everyone who registers.”