Case Study: Optum achieves a 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 webinar provider, which lacked integration capabilities and created a poor user experience. The siloed platform forced a dual registration process, required manual reporting, and led to technical failures, hindering Optum's ability to generate and qualify leads effectively. To overcome this, they turned to the ON24 platform and its demand generation software.

By implementing ON24, Optum integrated its webinar program directly with its marketing automation platform and CRM, automating data transfer and lead scoring. This solution eliminated the dual registration process, provided actionable engagement analytics, and extended the lifecycle of its content through an on-demand library. As a result, ON24 helped Optum achieve a 300% increase in marketing qualified leads from its webinar channel and recaptured 35% of its audience through on-demand content.

Optum