Case Study: Microsoft Corporation achieves 7.2% attendee-to-paying-customer conversion and scales to 130+ webinars/month with ON24 Webinar Marketing Platform

Microsoft creates world-class, ROI-driven webinar program

Microsoft wanted to accelerate growth of its Azure cloud platform but was held back by loosely coupled global lead‑generation funnels, multiple CRMs, and only top‑of‑funnel tracking—limiting actionable insight into pipeline and revenue. After exploring options, the team decided to add marketing automation and a webinar program to drive more measurable demand.

By integrating the ON24 Webinar Marketing Platform with Marketo, Microsoft scaled a repeatable, field‑friendly webinar program that delivered end‑to‑end ROI insight. The program converted 7.2% of webinar attendees into new paying customers and grew to over 130 webinars per month (about 1,500 annually), increasing pipeline and revenue.

Microsoft Corporation

Charles Eichenbaum

Director of Marketing