How Cequence Security used ON24 engagement data to drive millions in pipeline
-
Millions
in pipeline influenced
-
Thousands
of leads sourced
-
40%
increase in attendee conversion
Capabilities
Industry
Use Cases
Number of Employees
- 0 to 250
Introduction
As a growing startup, Cequence uses the ON24 Platform to connect with customers and prospects, grow the business and showcase the companyās cyber security capabilities. The team has created several webinar series on various topics to educate customers, provide expert advice on getting the most out of the companyās service and building relationships with prospective customers who could benefit from the companyās technology.
Problem
Prior to partnering with ON24, Cequenceās webinar program was not a priority and often had low participants and attendee rate. With three to four webinars per year, the webinar platform they used was sufficient for Cequenceās needs, at the time.
This all changed when Cequenceās Vice President of Demand Generation, Linda Sim, joined the team and was tasked with reevaluating the companyās webinar software. Her goal? To craft a webinar program that would both support demand generation and build pipeline. To realize this objective, Sim required a new, more robust platform capable of taking her webinar program where it needed to go.
ON24 fit all of Cequenceās needs. As industries across the globe shifted from physical event to virtual experiences in response to the COVID-19 pandemic, the company signed up and got to work on its new webinar program.
āON24 is a robust tool that supports the needs of fast-growing startups to build and scale their webinar program generating pipeline resulting in revenue.ā
Linda Sim, Vice President of Demand Generation
Solution
In the time since switching to the ON24 Platform, Cequenceās webinar program has grown significantly. The company now hosts one to two webinars per month and has hosted over 100+ webinars globally.
āThe ON24 Platform is easy to use for the producer and the audience. The tool offers engagement widgets that allow marketers to track the audiences intent signalsā said Sim.
Sim and her team leverage ON24ās engagement tools, including the media player, slides, survey, speaker bio, Q&A, resource list and CTAs to book meetings and schedule demos.
āWe run a survey for every single webinar. Surveys are key to our success because it gives us insights on the prospects and where they are in the funnel,ā said Sim.
In addition to surveys, the Cequence team has also integrated ON24 with Marketo and Salesforce so registrant and participant data is easily managed and tracked. This makes it much easier forĀ the sales team to access the data they need to identify ready-to- buy leads and make warmer sales introductions.
As an international company, Cequence also creates webinars targeted to its international customers with multiple live and simulive airing options for various time zones. The company also leverages ON24ās on-demand functionality so prospects and customers can ābingeā on relevant content anytime, anywhere.
Results
Cequenceās top webinar this year was part of its āEye on APIā series which more than over 1,000 registrants and a 40% attendee conversion rate. The companyās post-event survey garnered more than 300 responses and a 75% attendee participation.
Cequenceās webinar program regularly attracts hundreds of registrants and generates thousands of leads for the company. Since revamping its webinar program and utilizing ON24’s demand generation software, the teamās webinars have produced thousands of leads and millions of dollars in webinar influenced pipeline.
"With ON24, we haveĀ been able to increaseĀ our average attendee conversion rate by 40%, influence millions of dollars in pipeline and drive thousands of leads. In addition, the integration with Marketo and Salesforce makes it easy for our sales team to take immediate action."
Varun Kohl, Chief Marketing Officer
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