Case Study: Workiva achieves 30%+ sales growth and scales demand generation with ON24

How Workiva scaled their demand generation engine and increased sales results by 30%+

Workiva, a technology company with 2,000+ employees, needed to turn webinars from slow, one-off productions into a scalable demand generation channel. Their prior process required roughly 10 hours of manual work per webinar, forced ad-hoc execution, and left little time for strategy, data or timely sales follow-up.

By adopting ON24 (Webcast Elite, Engagement Hub, Advanced Analytics and ON24 Connect for Marketo and Salesforce) and templatizing their programs, Workiva automated production and lead handoffs while capturing richer engagement data. The team cut webinar setup from 10 hours to 1.5 (≈85% time saved), increased production from 1–2 to 8–12 global webinars (nearly 500%), and saw a 33% rise in influenced bookings, a 35% YoY SAL increase and sales results up 30%+.

Workiva

Alison Frederick

Director of Demand Generation & Advertising