Increase in registration YoY
Increase in attendees YoY
Increase in registrant-to-attendee conversion rate
Sandvik is a global, high-tech engineering group providing products and solutions for mining and rock excavation, rock processing and metal cutting, digitalization and sustainable engineering. The Rotary Drilling division at Sandvik uses ON24 to engage prospects and drive product awareness and adoption.
Robert Ewanow, Marketing Manager in the Sandvik Rotary Drilling Division, is responsible for planning global marketing initiatives to drive sales of the company’s surface drilling technology.
Before ON24, he was using webinars as one of several one-off digital marketing tactics, to educate prospects on upcoming product releases and drilling best practices. However, according to Ewanow, “it was hard to tie individual marketing actions to any kind of definite result.”
As a marketing team of one for his division, he needed a platform that would be easy to adopt, allow him to automate and scale his webinar programs, and engage audiences to generate the insights he needed to find his best leads and top-performing content.
ON24 checked all the boxes.
“The attendee conversion rate just blew my mind at 40%. The automated tools really help, saving time and making the process seamless.”
According to Ewanow, “It was really easy to get up and running with ON24. I wish all of our processes were this smooth.” Not only was the platform easy to use, but the ON24 team was helpful too. For example, Ewanow had an idea for a holiday production, but he wasn’t sure how to implement it. Fortunately, Ewanow was able to call on the ON24 in-house Creative Services department who helped him bring his vision to life.
“We saved time and didn’t have to hire an agency,” said Ewanow. With ON24, Ewanow is able to deliver interview-style webinars and interactive panel discussions that keep participants actively engaged and help him identify where attendees are in the buying journey, their unique pain points and the content most relevant to them.
“The engagement we get from ON24 is huge,” Ewanow says. “If you had asked me a year ago what my goals were, I’d have said lead generation. Now I realize how important it is to not simply generate leads but to create two-way conversations.”
With a sales cycle that can last months, or even years, these 1:1 connections help Sandvik establish trust and build meaningful relationships that convert its prospects into customers. Sandvik also integrated ON24 with Salesforce, the company’s customer relationship management (CRM) system, so engagement details go straight to frontline sales teams. This enables Sandvik to further optimize conversion rates down to sales meetings and win rates.
Ewanow is impressed with the results Sandvik has achieved since switching to ON24. Comparing year-over-year data, webinar registrations tripled and Sandvik saw a 5X increase in the average number of attendees and a 40% average increase in conversion rates.
“Creative Services were super efficient, had great suggestions for the project, and were patient with revisions. We saved time and didn’t have to hire an agency.”