Lift in MQLs through webinar channel
Global webinars hosted per year
Average number of attendees
Headquarters: Eden Prairie, MN
Integrations Used: ON24 Eloqua Integration
Data in Action: Post webinar, ON24® provides data directly back to Optum’s MAP (Eloqua). Data includes attendance records, which channels drove the most registration, engagement level during the webinar and polling data. These activities are tabulated and added into the existing lead scoring model. This automated process triggers follow up emails via Eloqua or ON24 to seamlessly filter the customer through the sales funnel.
Optum is a leading information and technology-enabled health services business dedicated to helping make the health system work better for everyone. With more than 165,000 people worldwide, Optum delivers intelligent, integrated solutions that help to modernize the health system and improve overall population health. Optum is part of UnitedHealth Group (NYSE:UNH).
Optum, one of the largest health services companies in the world, works with providers, employers, insurers, life sciences and government organizations to streamline healthcare services and help provide a high- quality healthcare experience.
As a consequence, Optum creates a wealth of information for professionals and individuals to consume. But to create a more intimate content experience at scale, Optum turns to webinars. With webinars, the company can arrange a human-to-human connection for both prospects and clients while crafting a community with its brand.
But to optimize its content experiences, Optum needed to collect, analyze and act on data generated within each webinar. It needed to be able to integrate its webinar solution with its tech stack and automate data transfers from each event to its chosen CRM and MAP. Doing so could empower the company to streamline its processes, increase leads within sales pipeline and better align marketing and sales teams.
Optum’s previous webinar provider was limited, providing only data from registration information. It was also a stand-alone application and did not allow for any tech integrations, leaving Optum with a siloed webinar program and manual processes for sharing leads. As a large global brand, the baseline capabilities it was dealing with created a poor user experience—both internally and externally. Optum needed to overcome:
Optum decided to ditch its previous webinar provider and turn to the ON24 platform instead. With ON24, the company could easily integrate its webinar program into is MAP and CRM. It also benefited from:
Since working with ON24, Optum has expanded its webinar program and now hosts 200+ global webinars per year. Through this expanded program, Optum has better insight into customer journey, improved handoffs to sales and a more actionable approach to the customer journey. Additionally, by implementing on-demand, Optum regained 35% of its audience that it was previously not able to access and now sees 20% of MQLs from on-demand webinars. Coupled with its live audience, Optum also has seen an overall 300% lift in MQLs through its webinar channel alone.
We came to ON24 with the problem of scaling our digital campaigns, lead scoring and integrating our tech stack. Since then, it has very much been a partnership between Optum and ON24. Working together has been easy and now we are seeing the results come to fruition.
Sr. Director of Demand Generation, Optum