increase in reg-attendee conversion YoY
in pipeline generated
Seamless data and integration with Salesforce and Marketo
Products: ON24 Webcast Elite, ON24 Engagement Hub, ON24 Virtual Conference, ON24 Connect (Marketo and SFDC)
Industry: Technology
Use cases: Demand generation, customer and product marketing
Number of employees: 2,501-10,000
Informatica is an Enterprise Cloud Data Management leader, helping businesses connect, manage and unify data across any multi-cloud, hybrid system with their end-to-end data management platform.
The team at Informatica uses ON24 to deliver dynamic, personalized webinars, virtual conferences and digital content experiences to multiple target audiences at scale.
Informatica offers several products and solutions to audiences across multiple personas, industries and regions around the world. To resonate with each target audience, the team delivers a variety of experience types including digital product demos, bootcamps, virtual conferences and thought-leadership webinars.
However, getting the right content into the right hands at the right time was turning into a juggling act, and so much of the team’s great content was either too hard to find or too inconvenient to access.
“We were definitely losing audiences who either were not finding what they needed or were just tired of more form fills,” said Tanya Von Grumbkow, Senior Events Manager at Informatica.
With ON24, the Informatica team delivered thousands of personalized experiences at scale by building self-service digital content hubs categorized by topic, persona, product, language and more.
“Being able to categorize all of our content has been a key part of our ability to scale and create seamless customer experiences. It also allows our customers to make viewing choices that cater to their needs,” said Tanya Von Grumbkow.
To eliminate unnecessary barriers to entry and keep buyers on the path to purchase, the team embedded these categorized content hubs directly onto their website and enabled auto-registration so audiences could easily register for multiple webinars at once without filling out a form each time.
Integrated CTAs and AI-generated content recommendations made it effortless for audiences to take the next best step in their buying journey, whether through certification quizzes, additional resources, product demos, on-demand webinars, upcoming virtual events and more.
To capture actionable audience insights, the team added a variety of engagement options into every webinar, virtual conference and digital content experience they delivered. Every time an attendee asked a question, responded to a survey or poll, downloaded additional content or booked a meeting, the ON24 platform captured and stored that data, all in one place. These were comprehensive insights on every single attendee that sales teams could easily access and use to make warmer introductions and close more deals.
And, by integrating ON24 into their marketing automation workflow (Marketo), the team more effectively automated follow-up and triggered sales action, driving higher conversion rates and saving hours of manual data extraction.
“With ON24, we’re able to do more than deliver a digital sales pitch. We’re able to educate and engage our prospects and customers with content that truly adds value and drives results” said Tanya Von Grumbkow.
“With ON24, we’re able to do more than deliver a digital sales pitch. We’re able to educate and engage our prospects and customers with content that truly adds value and drives results.”
Tanya Von Grumbkow
Senior Events Manager
With ON24, over the past two years, the Informatica team achieved a 45% increase in attendee engagement, a 429% increase in CTA engagement (millions in pipeline generated), and a 4% increase in overall conversion.
“People who are not technically savvy can still use ON24 to scale these personalized experiences, and the customer service team has been so helpful,” said Tanya Von Grumbkow. “We can’t wait to see how ON24 continues to help us to drive growth.”
“People who are not technically savvy can still use ON24 to scale these personalized experiences, and the customer service team has been so helpful,” said Tanya Von Grumbkow. “We can’t wait to see how ON24 continues to help us to drive growth.”
Tanya Von Grumbkow
Senior Events Manager
