minutes of audience engagement
Use case: Demand generation
Number of employees: 251–1,000
Matillion is The Data Productivity Cloud. Thousands of enterprises trust Matillion to get data business-ready, faster — with cloud-first load, transform, sync and orchestrate — for insights, operational analytics, data science, machine learning and AI.
To generate quality leads to support its fast-growing business, the team at Matillion used ON24 to deliver, “Matillion Data Unlocked,” a global virtual event with multiple session tracks, a seamless registration experience, audience engagement and actionable insights.
Keeping pace with rapid growth can be challenging, especially for a lean team with a robust portfolio of products and solutions, a global install base and longer than average sales cycles.
The team rallied to plan their very first virtual user conference to engage their audience and educate potential buyers. “We needed a mature enterprise-grade platform that allowed us to deliver very slick, professional webinars to our very technically savvy users,” said Richard Thelwell, Senior Marketing Operations Manager.
To deliver on high-stakes revenue targets, this user conference needed to be more than a typical, run-of-the- mill virtual event. Their vision included a fully-branded event environment, various session tracks, seamless registration, live-broadcasted keynotes and plenty of opportunities for audiences across the globe to engage with the experience.
“We wanted this to replicate an in-person event,” said Thelwell. As the only annual user conference currently held by Matillion, the stakes were high, and the execution timeline was tight.
“With help from the ON24 Services Team, we were able
to stand up our event in just eight weeks,” said Thelwell. “From helping to onboard the team, organize sessions and broadcast live presentations, ON24 was pivotal in helping us get this event to the finish line.”
The hybrid event included several marquee keynotes broadcasted live from San Francisco, twelve pre-recorded breakout sessions and testimonial videos, giving flexibility for audiences to choose the event and session tracks that most resonated with them.
“We had tons of great content,” said Thelwell. “The question was, how can we make it easy for people to access it?
ON24 helped us stitch together the content across multiple experience types so our attendees could effortlessly move around from session to session.” These “choose-your-own- adventure” session tracks made it possible to tailor the event experience to each unique audience, and at global scale.
To accommodate global audiences, every session was also offered as an engaging, on demand experience that could be consumed in multiple languages. And every session, whether live or on-demand included customized engagement tools, from surveys and polls to additional content offers and opportunities to ask questions in real-time.
To make registration as simple and easy as possible, the team leveraged an integration between ON24 and Marketo, to embed a Marketo registration form onto their site and automate registrant information to populate directly into the ON24 database.
“With this high priority event, we couldn’t risk anything going wrong with the registration process,” said Thelwell. “The ability to integrate ON24 with our CRM made it seamless for us to pass users through from registration to the event and track the first-party data and engagement along the way.”
This integration also made it easy to capture, store and organize thousands of attendee engagement data that sales teams could easily access and act on to start warmer instructions and ultimately, speed up sales cycles and close more deals.
“We needed a robust enterprise-grade platform that allowed us to deliver very slick, professional webinars to our very technically savvy users.”
Senior Marketing Operations Manager
With ON24, the Matillion team flawlessly executed this multi-faceted virtual event within eight weeks.
The seamless registration experience resulted in over 3,500 registrations, blasted through MQL and pipeline targets, and delivered 100,000 minutes of active audience engagement.
“With help from the ON24 Services Team, we were able to stand up our event in just eight weeks,” said Thelwell. “From helping to onboard the team, organize sessions, and broadcasting live presentations, ON24 was pivotal in helping us get this event to the finish line.”
Senior Marketing Operations Manager