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PTC creates webinar center of excellence powered by ON24

Watch Webinar

20%↑

Increase in webinar production YoY

20%↓

Reduction in set-up time

30%↓

Reduction in time taken for lead and data handoffs to sales

About PTC

Name: PTC (Parametric Technology Corporation)

Headquarters: Boston, MA

Founded: 1985

Employees: ~6,000

Funding: Public

Industry: Computer Software

Integration(s) Used: ON24 Eloqua and Salesforce Integrations

Name: PTC (Parametric Technology Corporation)

Headquarters: Boston, MA

Founded: 1985

Employees: ~6,000

Funding: Public

Industry: Computer Software

Integration(s) Used: ON24 Eloqua and Salesforce Integrations

PTC unleashes industrial innovation with award-winning, market-proven solutions that enable companies to differentiate their products and services, improve operational excellence, and increase workforce productivity. With PTC, and its partner ecosystem, manufacturers can capitalize on the promise of today’s new technology to drive digital transformation.

Introduction

PTC was founded years ago as a computer aided design software company. As technology has evolved, PTC quickly grew into a global powerhouse within the augmented and virtual reality space. With this growth came major volume—PTC’s marketing operations team now services over 1,500 stakeholders globally within 8 different business units, all with varying goals and workflows.

In order to facilitate the influx of requests, PTC’s DXO needed to come up with a way to streamline the request and execution process, so PTC created its Digital Experience Optimization group (DXO).

Challenge

Stakeholders and marketers are constantly turning to this team to for support, particularly for webinars, of which it was producing close to 150 per year.

Due to this large volume of requests for webinars, PTC realized that it needed a more operationalized process for its webcast execution and began to identify exactly how to revamp a legacy webinar process.

PTC was founded years ago as a computer aided design software company. As technology has evolved, PTC quickly grew into a global powerhouse within the augmented and virtual reality space. With this growth came major volume—PTC’s marketing operations team now services over 1,500 stakeholders globally within 8 different business units, all with varying goals and workflows.

In order to facilitate the influx of requests, PTC’s DXO needed to come up with a way to streamline the request and execution process, so PTC created its Digital Experience Optimization group (DXO).

Stakeholders and marketers are constantly turning to this team to for support, particularly for webinars, of which it was producing close to 150 per year.

Due to this large volume of requests for webinars, PTC realized that it needed a more operationalized process for its webcast execution and began to identify exactly how to revamp a legacy webinar process.

Problem

When PTC began analysing its webinar process, it was already working with ON24®. While the company had been partnering with ON24 for some time, new internal managers, employees and stakeholders had been brought into the fold and had been left highly uneducated on the benefits and best practices of the product.

As a result, PTC was experiencing a number of organizational and operational challenges:

  • Hundreds of stakeholders with varying degrees of skill level, knowledge and language barriers
  • Multiple groups existing under the DXO resulting in multiple handoffs using multiple systems
  • Inefficient targeting, promotional execution and webinar follow-up processes

When PTC began analysing its webinar process, it was already working with ON24®. While the company had been partnering with ON24 for some time, new internal managers, employees and stakeholders had been brought into the fold and had been left highly uneducated on the benefits and best practices of the product.

As a result, PTC was experiencing a number of organizational and operational challenges:

  • Hundreds of stakeholders with varying degrees of skill level, knowledge and language barriers
  • Multiple groups existing under the DXO resulting in multiple handoffs using multiple systems
  • Inefficient targeting, promotional execution and webinar follow-up processes

After internal interviews, research, brainstorming and leveraging the ON24 benchmark report to build best practices, PTC identified the following main areas for improvement that encompassed the bulk of its problems:

  • Create a streamlined process leveraging existing tools and workflows vs. breaking the current process down and starting from scratch
  • Increase adoption of ON24 by making it easier for marketers to understand
  • Reduce handoffs between teams

Solution

Thanks to the input from stakeholders and the DXO team, PTC now knows the common pain points and continues to address these issues through a number of ON24 tools:

  • On-demand Learning Center. In addition to a centralized request area and activity repository, PTC created a selfservice learning center to help marketers learn how to execute on webcasts and other marketing tools.

Thanks to the input from stakeholders and the DXO team, PTC now knows the common pain points and continues to address these issues through a number of ON24 tools:

  • On-demand Learning Center. In addition to a centralized request area and activity repository, PTC created a selfservice learning center to help marketers learn how to execute on webcasts and other marketing tools.
  • Templates. PTC created ON24 console templates for each of its regions and business units to make starting up a webinar as simple as possible, but also creating brand consistency. Email and web templates are also available to showcase the best ways to leverage a webinar and generate leads.
  • Marketing Automation Integration. Data and leads stemming from each ON24 webinar automatically funnel up into PTC’s marketing automation (Eloqua) and CRM (Salesforce) software, cutting down on historically manual processes that were not scalable for the volume the company produces.

Results

PTC continues to see extremely positive results with the new program it standardized based on ON24 best practices and ON24 features that help scale like marketing automation integration and webinar program templates. It is now saving budget and leveraging ON24 as its sole in-house webinar tool and continues to leave the door open for feedback and improvement so that its processes are continually evolving. PTC has since reduced its webinar set up time by 20%, allowing for the production of 20% more webinars year over year. Team hand offs have also decreased by 30% and the company has seen 100% adoption of webinars as apart of the marketing strategy across all business units.

“ON24 marketing integration is a huge value for us. It has completely changed our previous manual processes of inputting data and contacts back into our CRM, cutting down on the back and forth and creating a more efficient process for the amount of volume we manage.”

Mike Marshall
Marketing Automation Manager, PTC

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