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

Optum boosts MQLs by 300% with ON24

Optum, a leading health services company, faced significant challenges with its previous siloed webinar provider, which lacked integration capabilities and created a poor user experience. This resulted in a dual registration process, manual reporting, and an inability to capture on-demand viewer data, hindering its demand generation efforts. To overcome this, Optum turned to the ON24 platform and its demand generation software to integrate webinars into its marketing tech stack.

By implementing ON24, Optum integrated its webinar program with its CRM and marketing automation platform, Eloqua, automating data transfer and lead scoring. This provided a modern user experience and extended the lifecycle of its content. As a result, Optum achieved a 300% lift in marketing qualified leads (MQLs) through its webinar channel alone and regained 35% of its audience via on-demand content, hosting over 200 global webinars per year.

Optum