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Nasdaq | Case Study | ON24

Discover best practices for transforming your webinars into powerful channels to propel pipeline and revenue. ⭐ Register now

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How Nasdaq gained AI-powered insights and flexibility

Nasdaq Case study Hero

  • 750+

    Leads in one Go Live event

  • 100k+

    of dollars saved switching to ON24

  • Hours

    of time saved per webinar with ON24 automation

Capabilities

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

Introduction

Nasdaq is an American multinational financial services corporation that provides premier platforms and services for global capital markets. The Nasdaq index marketing team uses ON24 to complement their marketing efforts toward clients and new prospects as well as provide continuing education credits for financial professionals. For several years, they used third-party vendors to produce their webinars. Continuing rising costs and lack of flexibility led them to bring their webinars in-house and with the help of AI tools on the ON24 platform and content hubs, they are now able to engage their audience and extend the ROI of their webinars well beyond the live broadcast.

“Content hubs are critical for continuous lead flow and sales follow-up. Utilizing content hubs is
mission critical for our on-demand strategy.”

Chad Smith, Head of Index Marketing for Americas at Nasdaq

Problem

Like many companies who relied on in-person events, Nasdaq saw their flagship in-person industry event disrupted in 2021. They were able to pivot to a virtual event using Zoom, but the platform didn’t offer audience engagement tools so it was a very one-sided experience. And, when they started doing more webinars, they relied on third-party sources that charged increasingly high fees but offered little flexibility, data, and strategic oversight.

Chad Smith, Head of Index Marketing for Americas at Nasdaq, and his team were ready to make a change. “We were excited to contract with ON24 directly and bring the webinar services in-house. That would give us the flexibility to work with our clients at scale and with the flexibility on things like scheduling that we couldn’t get by contracting with different third-party vendors.”

But before they could bring their webinars in-house, the team needed to get stakeholders onboard with the idea. This meant proving that not only was it cost-effective but that they had the distribution capabilities to bring in an audience on their own, without the assistance of a vendor.

Solution

The team was able to demonstrate to stakeholders that not only doing webinars in-house would be cost effective and that they could bring in an audience, but that live webinars was not the only asset they would be gaining. ON24 offers powerful AI tools that would help the team to create additional assets such as snippets based on key moments and blog posts.

After seeing success with their individual webinars, they created a virtual event roundtable series focusing on a number of topics to keep participants informed and ahead of the financial landscape. They also took advantage of CTA tools on the ON24 platform to allow attendees to register for upcoming events without leaving the live event.

With Marketo and Salesforce integration the team is now able to take advantage of first party data from their events to create interest lists so they can do more personalized outreach based on what individuals are showing interest in. They plan to expand their personalization efforts using ON24 AI-powered ACE in the future, as well as explore new ways to create engagement using console customization.

They also plan to incorporate content hubs into their mix. “Content hubs are critical for continuous lead momentum and content follow up workflows.” said Smith. “Enabling content hubs is SEO critical and only going to uplevel our marketing strategy moving forward.”

“We receive the most impactful MQLs and feedback from the ON24 survey feature. This truly helps us build and iterate to meet our clients needs, when they have a need which is priceless.”

Chad Smith, Head of Index Marketing for Americas at Nasdaq

Results

In their first year of using ON24, they were already exceeding expectations. The cost savings of no longer relying on third-party vendors alone is significant. By taking advantage of ON24 automation they save hours of valuable time per webinar.

Their virtual event, Nasdaq Innovation Summit, was also named one of the winners of the ON24 Webinars and Virtual Events that Rocked in 2024. That one virtual event had a 53% attendee-to-conversion rate and generated more than 750 leads.

“This coming year, the AI-powered ACE tools are going to be critical to our content strategy. AI-powered ACE will allow us to get more out of our webinars with far less input.”

Chad Smith, Head of Index Marketing for Americas at Nasdaq

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