Influenced in sales pipeline
Improvement in email to attendee ratio
More webinar registrations
Headquarters: San Francisco, CA
Industry: Information Technology
Integration Used: ON24 Eloqua Integration
Splunk Inc. (NASDAQ: SPLK) helps organizations ask questions, get answers, take actions and achieve business outcomes from their data. Organizations use market- leading Splunk solutions with machine learning to monitor, investigate and act on all forms of business, IT, security, and Internet of Things data.
As a high growth company with clients across a wide range of industries, Splunk constantly looks for ways to reach niche audiences and educate them on its unique value proposition for that given market. Splunk used webinars as a marketing channel before it even had a demand generation team in place, and its webinars were perceived as successful.
When Splunk’s new demand generation team decided to take a closer look at the value of its webinar program, it found that while its webinars were performing well and delivering topics that resonated with audiences, it was only scratching the surface. Deeper analysis into the entire data set around its webinars showed that there was room for improvement. The tactics were in place, but there was no overarching strategy or integrated campaign structure.
Splunk suspected that its current webinar provider was preventing it from moving past this old methodology and producing quality lead generating events. It quickly learned that its old platform was holding them back in three major ways:
Splunk switches to ON24 to drive better results and turn its tactical webinars into a strategic demand generation machine. With ON24 onboard, Splunk now thinks about webinars as a strategic instrument, bringing different channels within the company together to create integrated campaigns that fuel their demand generation.
After partnering with ON24, Splunk has been able to scale its programs and deliver a predictable pipeline of leads. Since implementing their new methodology built on the foundation of the ON24 Eloqua integration, they’ve been able to get more targeted with their webinar promotions and more customized with their landing pages and email design. Ultimately, they’ve seen a 23x higher attendee conversion rate resulting in 328 MQLs generated (15% of attendees), 1,978 MQLs influenced, $1.4M in first touch pipeline and $2.1M in multi-touch pipeline generated and $48.9M in sales pipeline influenced.
Its webinar program is a part of a larger integrated demand generation strategy, working across channels and across other marketing tactics including social media, earned media, blogs and thought leadership. This integrated strategy also is converting 10x more webinar registrations, 12x more attendees and continuing to grow.
Switching to ON24® has helped us take a more strategic approach to our overall webinar and demand generation program. With features such as Simulive and the ability to integrate ON24 with our marketing automation tool, we are producing better quality webinars, saving time and building an easier system for engaging with leads pre and post webinar.
Director of Demand Generation, Splunk