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Snowflake uses ON24 to scale global demand | Case study | ON24

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Snowflake uses ON24 and AI to power and scale global demand

CASESTUDY Snowflake Console 1920x1080

  • 500+

    hours saved per year, campaign automation cut webinar setup time

  • 30.9%

    year-over-year increase in leads

  • 40

    average webinars per month across global regions

Capabilities

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

Introduction

Snowflake’s marketing team knew they needed a more scalable, engaging way to connect with customers — one that could educate, build trust, and generate pipeline. That spark led to the start of their webinar journey. With no prior platform or internal process, the team launched their very first webinar program using ON24.

What began as a single weekly product demo quickly turned into a cornerstone of their demand generation strategy. As interest grew, so did the opportunity: more audiences to reach, more content formats to deliver, and more regions to serve. ON24 provided the foundation they needed — with automation, customization, and scalability — to grow from simple demos to a global engagement engine, all powered by a lean team.

Problem

Before ON24, Snowflake had no formal webinar program in place — no platform, no process, and no way to engage customers at scale. Without a structured virtual engagement strategy, they were missing opportunities to connect with larger audiences in a consistent, impactful way.

As the company grew and digital expectations shifted, it became clear that a more scalable, repeatable engagement model was needed. The marketing team wanted to deliver high-quality experiences that could support a variety of formats — from hands-on virtual labs to executive thought leadership — all without expanding headcount.

But launching and scaling a webinar program from scratch isn’t easy. With limited internal resources and no prior vendor, they needed a platform that could deliver both ease of use and enterprise-level capabilities — enabling fast setup, global delivery, and measurable impact across the funnel.

“Webinars have become our most powerful demand generation channel. They consistently outperform other programs in lead volume and engagement — and now drive over a quarter of our total marketing-generated leads.”

Christina Dudley, Senior Manager, Marketing Operations, Snowflake

Solution

To build a scalable and effective webinar program from the ground up, Snowflake leaned on ON24 from day one. The team began by pre-recording product demos and delivering them as simulive sessions — giving presenters flexibility while enabling content to reach global audiences at optimal times. As confidence and demand grew, they expanded into new formats, including hands-on virtual labs, where attendees could explore Snowflake’s platform with live expert guidance.

From there, they added high-performing thought leadership programs, including a flagship series that has, to date, attracted more than 9,000 registrants.

To manage increasing volume, automation quickly became essential. A custom-built request form and ON24 templates empower internal teams to submit webinar details in minutes — reducing setup time from hours to minutes. With these systems in place, Snowflake now runs an average of 40 webinars per month.

Personalization is another key differentiator. “One of the benefits of ON24 is the ability to personalize the console,” said Christina Dudley, Senior Manager, Marketing Operations. “We can change the background for specific branding, giving different programs a unique look and feel.”

Today, the team continues to push innovation by integrating ON24’s AI-powered tools. “Being able to target specific audiences, get those CTAs, and the level of personalization — it’s just so different from what others are providing,” added Reshma Malpani, Marketing Ops Technology Manager.

“We’ve built a high-performing webinar engine that’s not only scalable but efficient. With automation and personalization at the core, we’re able to launch tailored experiences in minutes — and generate thousands of qualified leads each quarter.”

Christina Dudley, Senior Manager, Marketing Operations, Snowflake

Results

The team at Snowflake has successfully scaled its webinar program — going from weekly events to an average of 40 webinars per month across global regions — thanks to ON24 features like templates, console customization, and automation. These capabilities also helped cut setup time in half, saving more than 500 hours annually.

Webinars have become Snowflake’s top-performing demand generation channel, accounting for 27% of all new leads generated from marketing campaigns over the past four quarters. Additionally, leads sourced from webinars increased by 30.9% year over year, reflecting both greater volume and improved performance from the channel.

“ON24 is not just a platform — it’s been more like a partnership. Their customer-first mindset means we never feel like we’re running a program alone. From setup to execution, the team is invested in our success.”

Reshma Malpani, Marketing Ops Technology Manager, Snowflake

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