Case Study: ZS achieves #1 lead generation from webinars with ON24

How ZS Made Webinars Its #1 Source of Leads With Engaging Events, Insightful Data

ZS, a global professional services firm focused on consulting, analytics and technology, had to move its annual Impact Summit and ongoing webinar program online. With virtual registration nearly tripling (from ~200 in-person to ~600 registrants), ZS faced the challenge of recreating an in-person experience, keeping large audiences engaged and capturing attendee data to fuel nurture campaigns—while replacing basic Zoom webinars with a more on‑brand solution.

ZS deployed ON24 Virtual Conference and Webcast Elite to build a fully branded, flexible virtual environment—mixing live and on‑demand sessions with chat, Q&A, surveys, networking lounges and experiential elements like a photo booth and charity scavenger hunt. The platform integrates with Marketo and supports 2–3 monthly webinars; results included webinars becoming ZS’s #1 lead source, a 72% attendee-to-registrant conversion, 104 unique event attendees and more than 47% webinar retention, driving stronger engagement and pipeline.

ZS

Emma Knuckman

Event Marketing Lead