Case Study: Merrill Corporation achieves data-driven content creation and a $60 cost-per-win with ON24

How Merrill Corporation leverages ON24 data for content creation and distribution

Merrill Corporation, a global SaaS provider for the M&A lifecycle best known for its DatasiteOne platform, faced the challenge of delivering timely, relevant content to a diverse, global audience while reducing the time and cost of traditional research. The company needed a scalable way to engage both junior analysts seeking interactive formats and senior partners wanting factual, educational material, and to capture data that could be repurposed across marketing and PR.

By using ON24’s webinar platform with an “output-first” approach—live video, real-time analytics, polls, Q&As and enterprise scalability—Merrill turned webinars into a primary content engine and research tool. The results: about 75–80% of Merrill’s content now originates from webinars, a single event has drawn more than 3,500 registrants and 1,400 attendees, webinars account for 7% of total MQLs, and the average cost per win from webinar leads is roughly $60, making webinars a core go-to-market channel.

Merrill Corporation

Azel Kirstetter

Vice President of Content Marketing