Workfront utilizes ON24 to spur 3X growth in strategic engagement

Watch Webinar

3X↑

Growth in named and strategic account responses through webinar channel alone

46%↓

Reduction in cost per lead

68%↑

Increase in total responses

52%↑

Increase in QSO (qualified sales opportunity) influenced

About Workfront

Name: Workfront

Headquarters: Lehi, Utah

Founded: 2001

Employees: 500-1000

Funding: Private

Industry: Technology

Integration Used: ON24 Marketo Integration

Data in Action: Seamlessly feeds webinar data and engagement into Marketo where attendee information is fed into their lead scoring model and automatically triggers hand off to sales for follow up.

Name: Workfront

Headquarters: Lehi, Utah

Founded: 2001

Employees: 500-1000

Funding: Private

Industry: Technology

Integration Used: ON24 Marketo Integration

Data in Action: Seamlessly feeds webinar data and engagement into Marketo where attendee information is fed into their lead scoring model and automatically triggers hand off to sales for follow up.

Workfront is a modern work management application platform that helps people do their best work so companies can thrive in a digital world. Workfront is built for people, effortlessly connecting teams and easily integrating into existing applications and systems. The ability to see, measure, and analyze critical factors such as resources, outcomes, and priorities keeps everyone on the same page, with a clear understanding of why their work matters. Workfront has helped thousands of companies successfully transform their businesses into modern enterprises that increase revenue, improve customer experiences, and reduce cost, including BT, Cisco Systems, Comcast, Fender Musical Instruments Corporation, Fossil Group, TSB, and Trek

Introduction

The workplace is shifting. Expectations to produce more with less and in less time are on the rise and employees are overwhelmed. The very technologies that once improved our workflows are now overtaking the workplace and multiple applications have infiltrated to help people better manage their jobs.

Workfront knows these conditions are stressful for working professionals and is on a mission to enable teams to accomplish more with less—using one application across multiple functions.

The workplace is shifting. Expectations to produce more with less and in less time are on the rise and employees are overwhelmed. The very technologies that once improved our workflows are now overtaking the workplace and multiple applications have infiltrated to help people better manage their jobs.

Workfront knows these conditions are stressful for working professionals and is on a mission to enable teams to accomplish more with less—using one application across multiple functions.

To realize this, Workfront set out to share its message with potential clients and show the value in the technology it provided. Its strategy was to communicate this message full funnel with webinars as the core component of its omnichannel approach. With this new strategy, Workfront scaled quickly, producing or sponsoring roughly 250 events and webinars per year. But it needed a way to sustain this growth globally and continue reaching its varying set of targets.

Problem

Workfront was experiencing growing pains associated with rapid growth. Moving from mid-market to selling to enterprises and executives resulted in a fragmented content environment and hodgepodge of channel strategies. It found each team had its own different priorities and went to market with different content and different messaging. The company not only needed to scale marketing and content across all channels and personas, but it needed to efficiently build pipeline and also find a way to engage with the executive level.

Workfront was experiencing growing pains associated with rapid growth. Moving from mid-market to selling to enterprises and executives resulted in a fragmented content environment and hodgepodge of channel strategies. It found each team had its own different priorities and went to market with different content and different messaging. The company not only needed to scale marketing and content across all channels and personas, but it needed to efficiently build pipeline and also find a way to engage with the executive level.

To do that, the content team moved to an integrated marketing model and set up guiding principles that it expected its next webinar platform to help support:

  • Tight marketing and sales alignment
  • Campaigns grounded in data and customer insights
  • Integration across channels and lifecycles
  • Executive thought leadership content and bottom of the funnel demand generation

Solution

As part of the omnichannel mix, Workfront now works with ON24®, using webinars as a central channel to distribute its content and build demand for their products. ON24 supports Workfront with:

  • Real-time Engagement. Specifically for its top of funnel thought leadership webinars, Workfront needs to include live polling and Q&A directly within their simulive and on-demand webinars to keep executives engaged. This helps Workfront extract more information and data from these key leads in a shorter amount of time
  • On-demand Strategy. Workfront previously had an extremely limited on-demand strategy where it constantly put extensive time into content to only use it one time. With ON24, Workfront runs its campaigns from one central location, cross-linking all assets, and promoting webinar attendees back to this central location post-webinar, no matter what marketing channel hosts the webinar.

As part of the omnichannel mix, Workfront now works with ON24®, using webinars as a central channel to distribute its content and build demand for their products. ON24 supports Workfront with:

  • Real-time Engagement. Specifically for its top of funnel thought leadership webinars, Workfront needs to include live polling and Q&A directly within their simulive and on-demand webinars to keep executives engaged. This helps Workfront extract more information and data from these key leads in a shorter amount of time
  • On-demand Strategy. Workfront previously had an extremely limited on-demand strategy where it constantly put extensive time into content to only use it one time. With ON24, Workfront runs its campaigns from one central location, cross-linking all assets, and promoting webinar attendees back to this central location post-webinar, no matter what marketing channel hosts the webinar.
  • Simulive. ON24 allows Workfront to pre-record entire webinars prior to the scheduled “live” air date. Through simulive, Workfront leads product demos, trainings and integrations to increase adoption, create urgency and build loyalty. Demos can be repurposed and continuously shared simulive with a single Workfront representative on standby to answer any incoming live questions.
  • Analytics. Workfront bases its content on real use cases and data that are sourced directly from the ON24 analytics dashboard. This lets Workfront hone in on specific people, accounts, and types of content that it knows will draw in attendees and convert. This content is then repurposed for additional webinars, blog posts or live events.
  • Integration with Marketo. As a project management platform, Workfront is all about streamlining process, and takes full advantage of ON24’s integration capabilities. Workfront seamlessly feeds webinar data and engagement into Marketo where attendee information is fed into their lead scoring model and automatically triggers notifications to sales for follow up.

I’ve used every webinar platform available and have had some sorrows along the way. So, I can say that we’re really happy to be a part of the ON24 clan.

Mark Hanson
Director of Field Marketing

Results

From thought leadership webinars that establish credibility and recognition with executives to product demos and educational webinars that influence bottom of funnel purchase influencers, Workfront has tripled its growth in named and strategic account responses through its webinar channels alone. The company has also reduced the cost per lead by 46% and increase QSO influenced by 52%.

Since shifting our content strategy and mapping webinars across the buyer’s journey, registration numbers have gone way up and we’ve seen a 52% increase in qualified sales opportunities influenced, which primarily is due to the middle and the bottom of the funnel webinars we produced.

Mark Hanson
Director of Field Marketing

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