Growth in named and strategic account responses through webinar channel alone
Reduction in cost per lead
Increase in total responses
Increase in QSO (qualified sales opportunity) influenced
Headquarters: Lehi, Utah
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
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.
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:
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:
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.
Director of Field Marketing
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.
Director of Field Marketing