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How Lexipol streamlines webinar operations and cuts manual work with ON24 integration and AI

CASESTUDY Console Lexipol

  • 15% - 17%

    MQL rates

  • 60%

    reduction in time spent following up on MQLs

  • 3 to 5

    hours saved per webinar by eliminating manual processes

Capabilities

Industry

Use Cases

Number of Employees

  • 251 to 1,000

Introduction

Lexipol is a trusted provider of training, policy and thought-leadership content for first responders, including law enforcement, fire services, EMS, corrections and local government. Webinars play a central role in how Lexipol educates its audience — often functioning as a trusted training medium, rather than traditional marketing events. As demand for high‑quality virtual education grew, Lexipol needed a platform that could scale, improve engagement and support a more sophisticated, data‑driven marketing strategy.

Since adopting ON24, Lexipol has transformed its webinar program into one of its top‑performing marketing channels. With advanced engagement tools, automated handraiser workflows, AI‑powered content reuse and seamless Salesforce integration, Lexipol now delivers a consistent, branded experience that drives meaningful pipeline impact while supporting the career development needs of first responders.

Problem

As Lexipol’s webinar program was expanding, the team recognized an opportunity to elevate both the attendee experience and their internal workflows. Their previous platform supported the early stages of their program, but as the power of webinars to drive pipeline became clear, Lexipol sought more advanced engagement capabilities and deeper insight into viewer behavior.

“We were outgrowing that platform and the manual work was becoming unsustainable,” said Jen Moss, Marketing Campaign Manager at Lexipol.

The team wanted to streamline how webinar data flowed into Salesforce, reduce manual steps and better support sales with timely, actionable information. With both the marketing and media teams increasing webinar volume, Lexipol needed a platform that could scale efficiently while maintaining the high‑quality, trusted experience their audience relies on.

Additionally, the rise of on‑demand viewing created a need for richer analytics and more consistent ways to capture buying intent from viewers who couldn’t attend live. The team at Lexipol saw this as the right moment to evolve their program and adopt a more modern, data‑driven approach.

Solution

Lexipol selected ON24 for its robust engagement tools, Salesforce integration and ability to grow with the organization’s evolving virtual event strategy. The platform immediately elevated the attendee experience with branded consoles, interactive engagement tools, and streamlined registration workflows — including a simple calendar‑invite feature that increased live attendance by 10%.

ON24’s automation capabilities delivered the biggest operational impact. By integrating ON24 with Salesforce, the team eliminated several hours previously spent manually processing handraisers for every webinar. Handraisers now flow directly into Salesforce dashboards, enabling faster, more consistent follow‑up and improving alignment with Sales. According to Moss, “Automating handraisers and integrating ON24 with Salesforce has been a game changer for us.”

Moss also said, “We’re constantly evolving and trying to grow and see what else ON24 can do to help us continue to improve.” As part of that evolution, the team expanded its use of ON24 with ACE, leveraging AI‑generated summaries, nurture pages, key moments, and reusable content assets to extend the life of every webinar. These tools help the team scale thought‑leadership programs while reducing the time required to build campaigns.

With an average of two to three marketing webinars per month — and an additional five to eight hosted by the Lexipol Media Group — ON24 provides the consistency, efficiency and analytics the teams need to support both thought leadership objectives and marketing performance.

“We were outgrowing our previous platform, and the manual work was becoming unsustainable.”

Jen Moss, Marketing Campaign Manager

Results

With ON24, Lexipol has transformed its webinar program into a high‑performing, data‑driven marketing engine. The team consistently sees a 15–17% handraiser (MQL) rate from ON24 webinars, even for pure thought‑leadership content. ON24 now ranks among Lexipol’s top marketing channels, driving strong pipeline contribution and repeat engagement from first responders.

Operational efficiency has dramatically improved. “We’ve reduced our time to first touch by 60% since automating the handraiser process,” said Shannon Pieper, Sr. Director, Marketing Content at Lexipol. Additionally, by eliminating manual data uploads the team has saved three to five hours per webinar.

AI‑powered content generation, nurture pages and advanced analytics have helped Lexipol scale its program while improving conversion rates and extending the value of every event. With ON24, Lexipol continues to evolve its virtual event strategy, deepen audience engagement and deliver high‑trust educational experiences at scale.

“ON24 has become one of our highest‑performing marketing channels.”

Shannon Pieper, Sr. Director, Marketing Content

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