Case Study: ABB New Zealand achieves 100% webinar ROI increase and $2.3M pipeline with ON24

ABB New Zealand leverages ON24 and Pardot integration to unify data and close more deals

ABB New Zealand, part of the global technology leader ABB, needed a more scalable, interactive webinar solution to generate leads and deliver actionable behavioral data to sales. Their existing video conferencing tool produced static “death by PowerPoint” presentations, required manual extraction of registration and Q&A data into Pardot, and slowed follow-up—hindering engagement and pipeline conversion.

By adopting ON24 with Pardot integration, ABB NZ created interactive, multitouch webinar experiences with embedded forms, polls, Q&A and on-demand content that automatically mapped attendees to CRM stages. The program produced 610 MQLs, 299 new opportunities, $2.3M+ in pipeline, $819K+ in closed-won revenue, a 10% attendee-to-pipeline conversion and a 100% year‑over‑year increase in webinar ROI.

ABB

Sophie Neate

Global Digital Marketing and Content Manager Electrification Service Division