Case Study: ON24 boosts qualified leads and pipeline contribution with LinkedIn Marketing Solutions

ON24 drives bottom-line results with strategic, full-funnel approach using LinkedIn Ads

ON24, a leading digital engagement platform that delivers interactive webinars, virtual events and personalized content for more than 2,000 customers, needed to stand out in a crowded software market and drive stronger bottom-line results. The company’s challenge was to build brand affinity, capture busy buyers’ attention, and generate more high-quality leads that convert to pipeline.

ON24 adopted a multi-format, full‑funnel LinkedIn Ads strategy—using video to build awareness, educational assets (eBooks, guides, webinars) to engage mid-funnel, and Lead Gen Forms and Conversation Ads to reduce friction and personalize conversion—plus matched audiences and retargeting to scale and refine targeting. That approach boosted lead quality and conversion: 34% more sales-qualified leads, 23% more marketing-qualified leads, a 38% increase in pipeline contribution, and Lead Gen Form completion rates 50% above benchmark, while Conversation Ads drove high engagement at lower CPC.

ON24

Michelle Blondin

Sr. Director Demand Generation & Operations