Webinerd Award Winners

2019

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Introduction

Webinar Revolutionizer

Marketing Game Changer

Webinerd Groundbreaker

ABM Trailblazer

Audience Captivator

Innovative Educator

Rapid Story Broadcaster

Content Regenerator

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IntroductionEach year, ON24® customers conduct countless webinars. Some are large, with thousands of attendees. Some are small, with only a dozen or so. Some are in between. Others are colorful, informative, interactive, visual, descriptive and memorable. Still, though, some webinars stand apart from the rest. These are the Webinerd Award Winners.

The Webinerd Award Winners stand out because they used their ON24 webinars in remarkable ways. They revolutionized campaigns. They broke new marketing ground within their organization. They took their webinar program from zero to 10,000 miles-per-hour in a relative drop of the hat. They upended pipeline, revenue and drove actual engagement. What follows are a series of awards to recognize these exceptional achievements in webinars and webinar marketing.

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Webinar Revolutionizer

GenesysThe CriteriaThe Webinar Revolutionizer is a webinerd who redefines what it means to webinar. They upend the traditional webinar use case, draw communities around them and make marketing a revolution.

The Winner

Liz Weida, Director, Demand Generation

Joshua Reed, Online Events Specialist

Ryan Grable, VP, Digital Demand Generation

Annie Bogigian Keller, Online Events Manager

As this brand-new team came onboard, we noticed our webinar platform, ON24, had

several additional features that Genesys never used or implemented. We worked with our customer care and sales representative throughout the year to maximize our ON24 investment, which translated to more engagement overall for our Genesys digital events program.”

+145%YoY webinar engagement

+127%YoY pipeline

increase

+101%Webinar

registration

+242%Live

attendance

+97%On-demand

The Reason

Genesys overhauled its digital demand generation marketing strategy in January 2018. It changed how it talked to customers, approached its marketing funnel and how it deployed new marketing techniques, like account-based marketing.

How They Did It

With account-based marketing at the center of its strategy, Genesys had to reinvent its webinar program. The days of one-and-done top-of-funnel events were over. Webinars were now a part of a more extensive series, which affected how the team planned, scheduled and promoted events.

To start, Genesys used a multi-funnel approach, meaning it created dedicated webinars for each stage of the funnel. With a webinars-as-a-series strategy in place, Genesys’s target audiences built a consensus across the company’s target profile’s buying group.

With well-established target profiles in place, Genesys could add digital events throughout its framework and capture new contacts and buyers aligned with its ABM strategies. It even aligned relevant topics, content, primary CTAs and follow-up content to support the entire company portfolio.

Results Breakout

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27,000 Registrants across

the globe generated by 38 webinars

11,000+ Live attendees

$20M In pipeline in 2018, an

830% increase from the year prior

Marketing Game Changer

FortinetThe CriteriaThe Marketing Game Changer is a webinerd who uses webinars to upend their marketing paradigm. They transform audience experience, drive better experiences through data analytics and transform their marketing campaigns to realize results.

The Reason

Fortinet launched its webinar program in 2017, making it a relatively young participant in the webinar space. But within the two-year life of its webinar program, it’s managed to realize some remarkable feats. In 2018, 50 percent of its demand quota came from webinars—making webinars the number-one revenue driver in 2018.

How They Did It

Fortinet knew it was on to something when it started using webinars in 2017. With positive data in its pocket, the company positioned itself for a fantastic 2018. With a few small changes to its template, Fortinet managed to boost its registrant-to-attendee conversion from 29 percent to 44 percent in the first quarter of 2018.

But Fortinet didn’t stop at templates. The organization made a few changes to how it uses webinars. Presenters began using webcams to connect with attendees. Fortinet’s marketing team also made sure each webinar included an offer, inviting attendees to continue the conversation with wherever they may be in the buying cycle.

These may seem like small changes to some, but the result is an explosion in marketing efficiency. 38 webinars produced more than 27,000 registrants and 11,000 live attendees. All told, Fortinet’s webinars generated $20 million in pipeline in 2018—an 830 percent increase over the prior year.

Results Breakout

The Winner

Ashlea Marrow, Marketing Manager, Global Campaigns

Webinars became our number-one revenue driver in 2018, bringing in 50 percent of our

demand quota! Plus, we crushed our largest product launch topic of the year goal with nearly 9,000 global registrants. More than double what we had done the year before.”

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Webinerd Groundbreaker

SAP Concur

The CriteriaThe Webinerd Groundbreaker is a webinerd who built and launched a successful webinar program in the past year, going from zero to 60 in no time.

The Winner

Erin Molnar, Senior Marketing Manager, Digital Events

In a year, I’ve built a robust ON24 webinar program that is scalable, exceeding

goals, delivering revenue, and engaging our cross-functional stakeholders, customers and prospects. We’ve taken an existing educational series for customer retention and really optimized it. We began using a webcam, issuing pulse checks, polls and giveaways. We’re piloting a virtual environment with recurring live days and branding it as a cohesive series. We’re also heavily utilizing always-on, simulive and previously run webinars to templatize and scale.”

2,400Net new leads

$652M Influenced pipeline

$74M Sourced pipeline

The Reason

When Erin Molnar, Senior Marketing Manager of Digital Events, joined SAP Concur, its webinar program needed help. It required a regular cadence. It called for a formal marketing campaign to support it. It demanded, in essence, organization.

Within a year, Erin Molnar set SAP Concur’s webinars straight. The program is scalable, is proven to deliver revenue and engages cross-functional stakeholders, customers and prospects.

How They Did It

SAP Concur makes expert use of webinar “tracks.” For example, a prospect track angles for leads. A client-centric track aims to cross-sell or up-sell additional SAP Concur products. These tracks help the company both nurture attendees and address specific pain points.

But Concur didn’t stop at better organization. The company revamped its educational series by adding presenter webcams, issuing course pulse checks, publishing polls and providing giveaways to participants.

As a final touch, SAP Concur is extending the life of its events by taking advantage of ON24’s always-on and simulive features and applying them to previously-run programs.

Results Breakout

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ABM Trailblazer

Cipher Cloud

The CriteriaThe ABM Trailblazer is a webinerd that pioneers the use of webinars for ABM campaigns and uses webinar programs to attract, engage and convert target accounts.

The Winner

Alex Lin, Director of Marketing Operations and Demand Generation

It’s … not just that your best practice videos are there, but white papers, demos—deep linking

to provide a more engaging hub to let the person select their own journey. As there is no perfect journey that fits everyone, marketers with ON24 can give their customers, partners, and internal teams the choice to pick what is the right path for them.”

Pipeline:Millions generated

in pipeline

Coverage:Coverage in tier-one

accounts

Brand:Increased leadership and brand presence

The Reason

There’s never a dull moment in the cybersecurity field. Beyond cybercriminals, news items and updates, cybersecurity professionals need to stay up to date with the risks that directly affect their industry. CipherCloud did all this and took its ABM program to another level. Which is why it takes home the ABM Trailblazer award.

How They Did It

CipherCloud uses the ON24 Platform to drive its sales. It does so by providing its audiences with quality perspectives and guidance on the latest news in the cybersecurity industry. That’s smart but basic.

What CipherCloud did to stand out is put its personalization efforts into overdrive. Since each webinar collects information on how an attendee interacts with a webinar and its content, CipherCloud could see what content truly resonated.

With that information in hand, the company took its successful content and integrated it into ABM programs aimed at its tier-one accounts. By packaging everything into an engaging hub, CipherCloud let its audiences choose the nurturing path that best suited them.

Results Breakout

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Audience Captivator

DeloitteThe CriteriaTwo-way interactivity? Done. Authentic conversations? The most genuine ever. The Audience Captivator is a webinerd who beats the industry benchmark on webinar engagement over and over again.

The Winner

Cheryl Washington, Senior Content Producer

Instead of planning weeks in advance for a Dbriefs webcast, this solution shifted

the audience to the Elite webcast platform and enabled production within days of release. This flexibility increased our speed-to-market and was more agile to meet the needs of the business for timely updates.”

646,567 CPE credits distributed

6.16 Average ON24 engagement

score

56% Average

attendance rate

46,015 New

subscribers

The Reason

Deloitte knows how to engage online. After all, Dbriefs is the largest B2B marketing program of its kind in the United States and extends well beyond its customers. How does it connect with that wider audience? By creating captivating content.

How They Did It

Deloitte Dbriefs uses the ON24 Platform to produce its educational webinars. These events provide certifications to encourage attendance and engagement. They show that an attendee understands the topic a Dbrief webinar covered based on criteria Deloitte sets.

While certifications help capture attention, Deloitte takes advantage of ON24’s unique production tools to rapidly create and publish webinars. With a rapid time-to-market, Dbreifs is often the first to cover significant industry news and events.

Dbriefs’ successes with rapid and engaging webinars quickly add up. In 2018, it produced 214 webinars which drew in 736,413 non-Deloitte viewers. These viewers are often high-value participants with more than 37 percent belonging to the c-suite level.

Results Breakout

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Innovative Educator

Jackson Systems

The CriteriaContinuing professional education is often a hodgepodge of online courses that don’t provide attendees with any tangible benefits. That’s why the Innovative Educator must do more than basic broadcasts—they have to innovate.

The Winner

Tyler Hershberger, Production Director

Our webinars have made us an industry go-to for product training and certification CEU’s.

Two years ago, at a show in Vegas, we brought home 13 good leads. After a year of training events, we increased that number to 78. So far, our strategy is working.”

48Events in 2018

+500%Trade show leads

770New customers

in 2018

The Reason

Digital education doesn’t come to mind when you think of the heating, ventilation and air conditioning industry. But Jackson Systems upended that assumption when it decided to educate HVAC professionals across the globe with its webinar series.

How They Did It

For 20 years, Jackson Systems heard a common complaint about continuing professional education in the HVAC industry: classes are impossible to find. So, the company created Jackson Systems University—an in-person course that grew to incorporate online features.

To expand the reach of its university, Tyler Hershberger, Production Director at Jackson Systems, chose the ON24 Platform to facilitate digital lessons. To draw attendees, Jackson Systems partnered with NATE, an HVAC certification organization, to accredit webinar-powered certificates.

The result is a digital community built around Jackson Systems University. Contractors recognize instructors from training classes at trade shows and introduce themselves. The company even saw a 500 percent increase in leads generated from trade shows after implementing its webinar courses.

Results Breakout

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Rapid Story Broadcaster

Merrill Corporation

The CriteriaWhat’s a business to do when industry news breaks? Absent attending an actual newsroom, it’ll have to get the message out itself—and fast. That’s why we crafted an award for Rapid Story Broadcaster.

The Winner

Axel Kirstetter, VP Product Marketing, Content Marketing and Pricing

Abby Roberts, Director, Content Marketing

As a result of limiting quantity, we get very high attendance rates. The combination of

very high attendance levels and rapid response to newsworthiness has allowed us to think through a monetization model combining subscriptions and advertising to the content.”

3,549Registration high

watermark

232Average always-on

replay

$3.9MMarketing generated

revenue webinar

The Reason

When it comes to broadcasting stories, consistency counts. Merrill Corporation mastered the art of consistency and rapid story building with a rigorous process that vets expert panelists on a variety of issues and prepares the organization to deliver just-in-time content.

How They Did It

Merrill Corporation emphasizes quality over quantity. As a result, it produces one webinar a month. But, that one webinar is content-rich, paneled by industry experts and lends itself to generating a variety of rapid-fire content that extends the reach of that single event.

For example, the company uses polling questions from a webinar to create market trend data. It also enriches its data with geographic, sector and seniority information, allowing it to create PR, infographics, blogs, video replay, social media and additional content assets.

With webinars at the center of its production model, Merrill Corporation can generate three additional pieces of content from each event. The content produced then feeds its demand generation efforts, furthering its sales, expertise and, ultimately, revenue.

Results Breakout

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Content Regenerator

Healthgrades(formerly Influence Health)

The CriteriaThe Content Regenerator is a webinerd who takes great content and re-uses it to fuel even better content—everything from white papers and eBooks to blogs and, yes, webinars.

The Winner

Ashley Thomas, Director, Marketing Programs at Healthgrades

Webinars are a critical part of our content strategy that supports our business. We use

them to build on content produced around products and services, share client success stories, establish in-house expertise, host industry thought leaders and more.”

Interactivity:High client

interactivity

Impact:Positive impact on

sales pipeline

Content:Provides high-

impact channel for additional content

The Reason

Webinars are content-rich opportunities. But finding content for a webinar can be a chore. This year, Healthgrades (formerly Influence Health) gets high grades for building an entire webinar plan around re-using content to inform its popular webinars.

How They Did It

In 2017, Healthgrades launched its webinar program with the ON24 Platform and soon put webinars at the center of its marketing campaigns. The company re-used its high-value content to create webinars. It also used its webinars to create sales-supporting content.

For example, in 2018, Healthgrades surveyed the biggest pain points for healthcare marketers at three trade shows. It assessed its survey data and threw a themed webinar to share results. The company uses a similar tactic for its popular white papers and client stories and uses its webinar-driven content to establish itself as an industry thought leader.

Results Breakout

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