How a leading SaaS company drove high-value leads and strong engagement with ON24
-
160%
of registration target achieved
-
95%
Registration-to-attendee conversion rate
-
Spike
in EDC certifications
Capabilities
- Go Live,
- Connect,
- Elite
Industry
Use Cases
- Demand generation ,
- Event marketing,
- Customer marketing ,
- Thought Leadership
Number of Employees
- 0 to 250
Introduction
A cloud-based B2B procurement platform had never hosted an online event — but they knew they needed a better way to connect with their audiences, build thought leadership and generate qualified leads.
By adopting ON24, including the ON24 Go Live virtual event solution, the company launched a virtual event strategy focused on attracting senior-level decision-makers and fostering authentic conversations. With ON24’s multi-track capabilities, AI-driven insights and HubSpot integration, the team quickly moved from having no event infrastructure to hosting a successful, high-impact symposium.
Problem
When the ON24 program manager joined the organization less than a year ago as Demand Generation Marketing Manager, the company had never hosted an online event. However, the team wanted to position itself as a thought leader while engaging and educating audiences and generating high-quality leads.
The team also found that without an event infrastructure, they lacked an efficient way to bring its fragmented systems together and deliver a seamless experience for attendees and internal stakeholders. They needed an event platform that could do more than just broadcast content. It had to help position the company as a trusted community hub and demonstrate the value of meaningful engagement.
Solution
Having used ON24 throughout their career, the Demand Generation Marketing Manager knew that developing a virtual event strategy powered by ON24 was the right solution to the company’s marketing challenges. She knew the platform could help her deliver a professional, engaging experience while meeting leadership’s expectations.
After getting buy-in from internal leadership, the team set a goal of producing two live virtual events per year — focusing their efforts on reaching suppliers and enterprise prospects. While internal stakeholders focused on registration numbers, the demand generation team emphasized quality over quantity, aiming to attract the right people to each event.
With an emphasis on quality versus quantity, the team leaned on the ON24 dashboard to uncover quality candidates based on title, honing in on senior executives and decision makers. With an abundance of speakers to choose from they designed speaker panels based on personality to foster authentic discussions and connection among each other and attendees.
They also leveraged ON24’s AI capabilities and multi-track options to create a dynamic, engaging environment. As a result, they went from having no event infrastructure to planning quarterly, multi-track symposiums using ON24 Go Live — making virtual events a core part of its marketing strategy.
Thanks to ON24’s HubSpot integration, the platform became a scalable, all-in-one solution for growth. “ON24 made it easy to route leads into the right hands,” said the Demand Generation Marketing Manager. “Our company contacts went into nurture tracks in HubSpot, and enterprise leads went straight to sales. It’s the kind of alignment we’ve always wanted.”
The Demand Generation Manager has nothing but praise for the ON24 team. “ON24 felt like an extension of my team. Between the production support and our account team, I was fully set up for success — it was worth every penny.”
“We went from having no event infrastructure to planning quarterly multi-track live virtual events. ON24 Go Live isn’t just our event platform — it’s become central to our marketing strategy.”
Demand Generation Marketing Manager
Results
The company’s first virtual symposium exceeded all expectations, with 320+ registrations — 60% above target — and 308 live attendees, achieving a remarkable 95% attendance rate. The event also drove strong post-event engagement: over 13% of attendees completed follow-up surveys, and every respondent said they would attend another event.
Using ON24 Go Live for their symposiums has had an impact on pipeline as well. The Demand Generation Marketing Manager explained, “Creating a space for our supplier audience to connect and share has been one of our biggest wins. Our ON24 Go Live events have directly contributed to our customer expansion pipeline.”
When it came to lead quality, the demand generation team reported, “The leads we captured weren’t just names—they were decision-makers, CEOs, and senior execs. ON24 gave us the insight to identify and prioritize those high-value contacts immediately.”
The event also led directly to a partnership with another entity and strengthened their customer community, fostering retention and brand recognition.
Looking ahead, the team is building on this success with plans for quarterly events by 2026, using the strong baseline of attendance and engagement achieved at their inaugural event to guide future goals.
“ON24 felt like an extension of my team. With production support and a hands-on account team, I was fully set up for success—it was worth every penny.”
Demand Generation Marketing Manager
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