How Splunk grows its strategic demand generation program with ON24

Watch Webinar

$48.9M

Influenced in sales pipeline

23X

Improvement in email to attendee ratio

10X

More webinar registrations

About Splunk

Name: Splunk

Headquarters: San Francisco, CA

Founded: 2004

Name: Splunk

Headquarters: San Francisco, CA

Founded: 2004

Employees: 4,000+

Funding: Public

Industry: Information Technology

Integration Used: ON24 Eloqua Integration

Summary

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.

Introduction

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.

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.

Problem

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:

  • Lack of Integration and Customization. Splunk’s old methodology was all about driving webinar registrations via email using extremely basic segmentation and targeting nearly everyone in its database with the same blanket message. As they looked to a new methodology, they determined a key to future success of strategic audience targeting would be connecting their Marketing Automation Platform, Eloqua, with their webinar platform. With their old platform, Splunk had minimal integration capabilities and minimal landing page and email reminder customization capabilities beyond the title of the webinar. As they looked to get more targeted, they needed to find a way to overcome these issues.

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:

  • Lack of Integration and Customization. Splunk’s old methodology was all about driving webinar registrations via email using extremely basic segmentation and targeting nearly everyone in its database with the same blanket message. As they looked to a new methodology, they determined a key to future success of strategic audience targeting would be connecting their Marketing Automation Platform, Eloqua, with their webinar platform. With their old platform, Splunk had minimal integration capabilities and minimal landing page and email reminder customization capabilities beyond the title of the webinar. As they looked to get more targeted, they needed to find a way to overcome these issues.
  • Manual and Time Intensive. Automation was heavily lacking and integration into Splunk’s existing CRM was non- existent. This resulted in manual list uploads and exports, manual data analysis and much more. End-to-end, manual processes made production time for a single webinar nearly 20 hours.
  • Limited to Live Webinars. All of Splunk’s webinars were created in a live format at the time. This meant high stress and high room for error in coordinating speakers, nailing production and managing technical issues. Splunk needed a way to engage attendees in real-time while better managing the risks associated with live production.

Solution

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.

  • Integration with Marketing Automation & CRM. Splunk saves time, increases efficiency and creates scalability. ON24 integrates directly into Splunk’s marketing automation platform, Eloqua, allowing it to take all the attributes it already tracks and easily apply them to marketing segmentation. Splunk no longer manages lists and messages are individualized for specific markets. The addition of customizable templates that integrate with Eloqua also let Splunk clone webinars and email more quickly, cutting entire production time down by 18 hours.

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.

Joe Paone
Director of Demand Generation, Splunk

  • Simu-live for Scalability. ON24 Simulive lets Splunk produce more webinars, under more topics, at a higher quality—which is key to reaching its massive database of prospects and clients. Webinars get pre-recorded but engagement stays high with ON24 features such as live Q&As and polling.
  • Data for Lead Insights. Because of the integration with ON24 and Splunk’s marketing automation tool, data automatically flows through Splunk’s CRM where high-value or high-priority activities are instantly flagged—for example, webinar attendees who respond YES to a poll asking if they wish to be contacted by Splunk or someone who was highly engaged during a specific webinar. No exporting, importing, manual tracking or wondering if leads ended up in the right hands on the sales team.

Results

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.

  • Simu-live for Scalability. ON24 Simulive lets Splunk produce more webinars, under more topics, at a higher quality—which is key to reaching its massive database of prospects and clients. Webinars get pre-recorded but engagement stays high with ON24 features such as live Q&As and polling.
  • Data for Lead Insights. Because of the integration with ON24 and Splunk’s marketing automation tool, data automatically flows through Splunk’s CRM where high-value or high-priority activities are instantly flagged—for example, webinar attendees who respond YES to a poll asking if they wish to be contacted by Splunk or someone who was highly engaged during a specific webinar. No exporting, importing, manual tracking or wondering if leads ended up in the right hands on the sales team.

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.

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