Case Study: Hortonworks achieves 150% higher webinar attendance and 120% pipeline growth with ON24

Hortonworks boosted attendee engagement using ON24 webinars

Hortonworks, a Santa Clara–based open-source data management company, needed to scale its marketing to match rapid growth and make a small team look and perform like a much larger organization. The challenge was to increase engagement and drive revenue through webinars without adding budget or headcount.

Hortonworks ran a 30-day, four-week webinar optimization using ON24 plus Marketo and Engagio—standardizing registration and promotion, adding engagement widgets (polls, Q&A, surveys, resource distribution) and applying advanced analytics. The program lifted attendance by 150%, attendee engagement by 28%, and pipeline by 120%, delivered a 46% average registrant-to-attendee rate, and reduced the number of webinars by 27% while generating strong revenue-driving leads.

Hortonworks

Sudeep Mistra

Director, Demand Generation and Global Campaigns