Oracle Netsuite Automates & Optimizes Webinars With On24 And Eloqua Integration

15,000

Webinar registrants for its North America market in 2018

6,600

Attendees in 2018

42%

Attendance rate for live webinars in North America

ABOUT Oracle NetSuite

Name: Oracle NetSuite

Headquarters: San Francisco

Founded: 1998

Employees: ~5000

Funding: M&A

Industry: Cloud Services

Integration Used: ON24 Eloqua Integration

Name: Oracle NetSuite

Headquarters: San Francisco

Founded: 1998

Employees: ~5000

Funding: M&A

Industry: Cloud Services

Integration Used: ON24 Eloqua Integration

Data in Action: Post webinar, established follow up tasks, triggered by insights from ON24 including engagement score, are activated. Insights into the entire lifecycle of each webinar lead and understanding of how exactly webinars are driving pipeline.

Oracle NetSuite provides a suite of cloud-based financials Enterprise Resource Planning (ERP) and omnichannel commerce software that runs the business of more than 16,000 customers in more than 200 countries and territories. In 2016, Oracle acquired NetSuite. The addition of NetSuite enables Oracle to expand its ability to support customers of any size in more industries and more countries.

INTRODUCTION

Oracle NetSuite is a cloud business management solution that prides itself on being everything a business needs to run and grow all on a single cloud solution. As such, it relies heavily on thought leadership as part of its lead generation, partner enablement and overall marketing program. With a strong need to connect its thought leadership pipeline and strategy more seamlessly back to its sales team operations, NetSuite turned to webinars as a major channel to deliver results.

Oracle NetSuite is a cloud business management solution that prides itself on being everything a business needs to run and grow all on a single cloud solution. As such, it relies heavily on thought leadership as part of its lead generation, partner enablement and overall marketing program. With a strong need to connect its thought leadership pipeline and strategy more seamlessly back to its sales team operations, NetSuite turned to webinars as a major channel to deliver results.

Through its search for a way to deliver mass content on a global scale and to support in customer follow up, NetSuite found that what happens after the webinar was just as important as the webinar itself. And just as it itself operated as a single solution for its clients, this meant that its content, sales and marketing machine needed to operate as a single solution, seamlessly on the back end.

PROBLEM

Operating as a single, seamless marketing solution did not come easily. Already standing alone as its own CRM and integrated with Eloqua for its marketing automation, the NetSuite team needed a solution to get actionable with the powerful engagement data coming from webinar leads. They wanted a seamless integration that would allow them to automate intelligent follow up with attendees and leads. With this type of integration, it was also important to:

  • Target leads already in its database and connects with them through relevant content
  • Create engaging, directed follow up that kept the customer interacting with different forms of content over time so that they continuously would have a reason to return

Operating as a single, seamless marketing solution did not come easily. Already standing alone as its own CRM and integrated with Eloqua for its marketing automation, the NetSuite team needed a solution to get actionable with the powerful engagement data coming from webinar leads. They wanted a seamless integration that would allow them to automate intelligent follow up with attendees and leads. With this type of integration, it was also important to:

  • Target leads already in its database and connects with them through relevant content
  • Create engaging, directed follow up that kept the customer interacting with different forms of content over time so that they continuously would have a reason to return
  • Broaden reach through various channels
  • Tailor messages and custom content creation for unique customer segments
  • Tag and track each channel individually
  • Operate globally but on a small, manageable, cost-effective scale

SOLUTION

With the addition ON24, NetSuite created a tech stack powerhouse. In ON24, they found a webinar platform that connects to marketing automation and CRM through custom integrations and enables multiple connections across regions.

  • Full Funnel Automated Targeting
    Within the ON24 Platform and connected directly into its marketing automation, NetSuite targets leads in its database and connects with them through relevant content. One of the ways it does this is by running frequent webinar series, typically in three parts, to reach the top, middle and bottom-funnel targets, thus automatically mapping content directly to the buyer’s journey.
  • Multi-Channel Promotion
    Streamlined pre and post promotion efforts through various channels (blogs, website, social media, email) – all funnel up into a single Eloqua form and ON24 together.
  • Engaging Follow Up
    Post webinar established follow up tasks, triggered by insights from ON24 including engagement score, results from live and post-webinar Q&As, content download and analysis on time spent within the webinar.

With the addition ON24, NetSuite created a tech stack powerhouse. In ON24, they found a webinar platform that connects to marketing automation and CRM through custom integrations and enables multiple connections across regions.

  • Full Funnel Automated Targeting
    Within the ON24 Platform and connected directly into its marketing automation, NetSuite targets leads in its database and connects with them through relevant content. One of the ways it does this is by running frequent webinar series, typically in three parts, to reach the top, middle and bottom-funnel targets, thus automatically mapping content directly to the buyer’s journey.
  • Multi-Channel Promotion
    Streamlined pre and post promotion efforts through various channels (blogs, website, social media, email) – all funnel up into a single Eloqua form and ON24 together.
  • Engaging Follow Up
    Post webinar established follow up tasks, triggered by insights from ON24 including engagement score, results from live and post-webinar Q&As, content download and analysis on time spent within the webinar.
  • Big But Small Global Operations
    With this automation in place, NetSuite continues to scale its marketing efforts globally. A simplified process allows it to staff only one person per global regional to support its webinar marketing operations and ensure all tasks are running smoothly.
  • Performance Monitoring and Measuring
    The integrated systems with ON24 allow NetSuite to see into the entire lifecycle of each lead and know exactly what webinar is driving its pipeline. ON24 stores data inside its system and can send data directly into Eloqua to make it easier to track ROI and integration back into the NetSuite CRM, its webinar marketing operations and ensure all tasks are running smoothly.

RESULTS

As Oracle NetSuite continues to operate with ON24 globally, it has seen the strongest growth and success with in its North American markets. In 2018 alone, NetSuite secured more than 15,600 ON24 webinar registrants which resulted in a 42% attendance rate and even more new leads generated. NetSuite expects the pipeline to fill even more significantly as it expands its partnership with ON24 in the coming year.

ON24 works for us because it has multiple entry points and multiple ways that it can integrate with our marketing automation and CRM software – its not all out of the box, allowing for much greater customization than we’ve ever experienced before.

Deniz Dondero
Director, Digital & Campaigns
NETSUITE

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