Case Study: Demandbase achieves 3x pipeline growth and improved sales-marketing alignment with ON24

How Demandbase makes abm webinars work with on24

Demandbase, a San Francisco–based B2B marketing company and pioneer in account-based marketing, uses IP-to-company mapping to help marketers identify and target priority accounts. Webinars became a core demand-generation channel, but rapid growth created a need to scale events, adopt an account-based approach, and better align marketing and sales to meet goals for pipeline, MQLs and sales-accepted leads.

By adopting the ON24 platform, Demandbase built account-based webinars with CRM integration to auto-route hot, engaged attendees to sales, and used interactive tools, branded content and always-on/on-demand events to deepen engagement and prioritize leads. The program drove higher targeted-account attendance, about 30% of opportunities came in before webinars, produced a threefold increase in pipeline generation, and improved sales–marketing alignment.

Demandbase

Rory Tokunaga

Marketing Programs Manager