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Increase the number of webinar attendees by 150 percent
Boost attendee engagement by 28 percent
Drive pipeline increase by 120 percent
Hortonworks, a Santa Clara-based open-source data management company, has a good problem. It’s hit $100,000,000 in revenue in record time with little more than 1,000 employees. It’s stated goal, to manage the world’s data in open-source communities, is not out of the realm of possibility.
Hortonworks’ remarkable growth meant the company had to keep punching above its weight to hit its ambitious goals.* For its marketing team, this meant every move and every content piece had to be polished enough to look like the company had 10,000 employees. Sudeep Misra, Director, Demand Generation and Global Campaigns, Hortonworks, said the team needed a solution to scale with their ambitions while creating more engagement and enabling their sales teams to generate revenue.
The Hortonworks team turned to webinars to realize such remarkable impacts. But webinars can be time and resource intensive. Hortonworks needed the quality of their webinars to go up while maintaining the same budget and the same team. So, they set off to optimize their webinar program with ON24 in 30 days.
Hortonworks broke the idea of webinars down into four elemental parts, each corresponding to a week’s work. Week one is for strategizing, establishing goals and more. Week two is for building out the operational backbone. Week three is for the webinar itself. Week four is for examining the metrics and optimizing the webinar program. Hortonworks’ operational strategy starts with emails and other registration-driving activities.
The team deploys a one-two combination of both landing page forms and Marketo templates to simplify promotion—making promotion easy and repeatable for future events.
Once the webinar is up and running, the Hortonworks team focuses on engagement. The team uses ON24’s widgets—from surveys and polls to Q&A, speaker bio, social media and more—to enhance to encourage participation and drive attention throughout the event. They also use ON24’s widgets to distribute resources and content for attendees to review.
Using a combination of ON24 analytics, Marketo and Engagio, the Hortonworks team assesses the overall engagement.
With ON24’s advanced analytics, the team sees how engaged attendees were, which messages and resources resonated and how far along the marketing funnel an attendee is.
Through Hortonworks’ optimization, from their smart use of Marketo and deployment of ON24 webinars, attention-grabbing widgets and lead generating analysis, the Hortonworks team managed to:
And they managed to do this while reducing the overall number of webinars by 27 percent. With their structured approach, and powered by the Engagement Platform, Hortonworks’ captured the attention of their audience—made a small marketing team sound like a giant.
With the ON24 platform and its powerful integrations, we got huge engagement numbers and a great conversion rate—46 percent of registrants attend on average. No other channel would give you 15, 30 minutes or even three seconds of engagement. For us, our webinar programs are one of the top revenue drivers.
Director, Demand Generation and Global Campaigns, Hortonworks