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Summary

Since switching to the ON24 webinar platform from WebEx, ERT scaled their webinar program, boosted lead generation, and improved program reporting. ERT’s webinar program helped close 3x more business than the next closest lead generation channel.

ERT

Situation

Delayed webinar reporting and technical issues

ERT works with pharmaceutical, biotech and CROs to facilitate and gather data from ongoing clinical trials. As the company’s Senior Marketing Specialist, Sheryl Walder managed the trade show and webinar strategy. Webinars were a key tactic to generating leads for their Marketing Development team.

With their previous webinar platform, WebEx, ERT experienced ongoing problems. The inability to quickly access attendee data after a webinar slowed down the sales follow up process. Sheryl also consistently saw attendees drop off due to lack of support for mobile devices.

Solution

Instant webinar reporting, faster sales follow up

  • Quick reporting turnaround: With WebEx, ERT was forced to wait a minimum of 48 hours before they received webinar attendee data. However, with ON24, ERT gained instant reporting information right after the webinar ended, helping the Marketing Development team quickly reach out to attendees.
  • Integration and engagement tools: ON24’s seamless integrations between Salesforce and Pardot helped ERT streamline webinar promotion and provided insight into program performance. With engagement tools like surveys, Q&A, and poll results, the Marketing Development team prioritized follow up and equipped themselves with the intel to have more meaningful sales calls.
  • Mobile access, no dial-in required: With WebEx, mobile and international attendees suffered from drop-offs and other issues. The struggle to find local numbers for each webinar caused many international attendees to miss events. By switching to ON24’s platform, attendees could access webinars from any device without dial-in.
  • Simple setup and ease of use: With the ON24 webinar platform, webinar setup was a breeze. Within 10 minutes, Sheryl could easily set up a new webinar and schedule promotional activities.

Results

Since switching to ON24’s webinar platform from WebEx, ERT has scaled their webinar program, boosting lead generation, and improving program reporting.

  • Webinar lead generation contributed to 3X more closed deals and 5X more funnel activity compared to the second closest lead channel.
  • Platform ease of use helped increase webinar cadence by over 100%.

Lead generation up 45% with on-demand strategy.