Case Study: Optum achieves 300% lift in MQLs with ON24

ON24 tech stack integration boosts Optum’s MQLS by 300%

Optum, a major health services and technology business, needed to scale webinar-driven demand generation but was held back by a siloed webinar provider. Problems included dual registration, manual reporting and Excel-based sales handoffs, limited on‑demand tracking, and technical access issues—all of which prevented Optum from capturing and acting on webinar engagement data across its global programs.

Optum replaced its provider with ON24 and integrated the platform with its MAP (Eloqua), enabling one‑click reporting, single‑step registration, automated data transfer into lead scoring, and continual on‑demand tracking. The change supported 200+ global webinars a year (avg. ~180 attendees), recovered 35% of previously missed on‑demand viewers, now attributes 20% of MQLs to on‑demand activity, and delivered a 300% lift in MQLs from the webinar channel.

Optum

Alena Larson

Senior Director of Demand Generation