Case Study: Genesys achieves 127% increase in pipeline with ON24

Genesys increases pipeline by 127% with ABM strategy and integrations

Genesys, a global customer experience platform provider, needed to transform its webinar program to support a new account-based marketing (ABM) strategy across SMB, mid-market and enterprise segments. Previously its online events were one-off, low-engagement audio sessions with minimal CTAs and no shelf-life, so Genesys wanted a scalable way to use webinars throughout the buying cycle and better target persona-specific audiences.

Genesys made ON24 the foundation of its ABM program, integrating webinars with Marketo and Salesforce, expanding on-demand content, offering varied webcast formats (video, simulive, virtual summits) and using engagement tools and certification to upskill teams. The changes drove a 127% increase in sales pipeline (127.6% reported), a 101% rise in registrations and a 56.4% YoY boost in engagement scores, reduced costs and—critically—generated revenue from online events for the first time.

Genesys

Josh Reed

Online Events Specialist