Case Study

Building A Portfolio Of Virtual Events That Drives Pre-, At-, And Post-Event Engagement

February 17th, 2022
With contributors:
Lisa Nakano , Chantelle Fynn , Kate Pierpont

Summary

When the COVID-19 pandemic hit, ON24, a leading provider of webinar and virtual event solutions, experienced an unprecedented spike of interest in its solutions. The company had a fourfold increase in new buying group engagement and an almost-overnight reduction in sales cycles — from 90 days to 30 days. Using Forrester research and guidance, Tessa Barron, VP marketing, built a portfolio of different virtual events that considered the event experience across the pre-, at-, and post-event stages — resulting in a 35% increase in marketing’s contribution to the pipeline.

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