Case Study: HubSpot achieves 6x more MQLs with ON24 Webcast Elite

How HubSpot generates 6 times as many MQLs with webinars

HubSpot, a marketing and sales technology platform, relied on webinars for demand generation but faced declining attendance and audience engagement, while its sales team wanted more marketing-qualified leads (MQLs). Although webinars drew large registration numbers, the marketing team realized the content and format needed change to drive deeper engagement and lead quality.

They launched a new ON24-powered webinar series that featured live website reviews by two experts, allowed attendees to submit sites or book 1:1 consultations, and used ON24 tools like simulive, booking links, and platform integration. The campaign drove six times more MQLs, tripled sign-ups through partner promotion, increased retention and positive feedback, and achieved a 24–32% conversion rate to MQL among registrants.

HubSpot

Lisa Toner

Content Marketing Strategy Manager