Case Study: Splunk scales strategic demand generation and drives $48.9M in sales pipeline with ON24

How Splunk grows its strategic demand generation program with ON24

Splunk, the San Francisco–based data platform company, was using webinars to reach niche audiences but found its program limited by an old provider: poor integration with Eloqua and CRM, minimal customization, manual 20‑hour production processes, and a reliance on live-only events that constrained scale and quality.

By switching to ON24 and integrating with Eloqua, Splunk adopted Simulive, reusable templates and automated data flows to CRM—cutting roughly 18 hours of production time and enabling targeted, scalable campaigns with real‑time lead scoring. The new approach drove a 23× improvement in email‑to‑attendee conversion, 10× more registrations, generated 328 MQLs (1,978 influenced) and influenced $48.9M in sales pipeline.

Splunk

Joe Paone

Director of Demand Generation