Case Study: Microsoft Corporation achieves better sales insights and a scaled webinar program with ON24

Microsoft azure equips its sales team with better insights through on24

Microsoft needed a better way to launch and sell Azure, its cloud platform. The company’s global lead generation was fragmented across CRMs and tracked mostly top-of-funnel activity, leaving sales without visibility into where prospects were in the buying cycle or which content resonated—hampering pipeline and revenue growth.

By adopting the ON24 Engagement Platform with Marketo integration, Microsoft unified account data and gained real-time, interaction-level insights (engagement scores, attendance history, content views). The program scaled to more than 130 webinars per month (about a 1,500-event annual run rate), enabled a 7.2% conversion rate from webinar attendee to paying customer, and delivered cleaner data to boost pipeline and close deals.

Microsoft Corporation

Charles Eichenbaum

Director of Marketing