Case Study: Penton achieves triple-digit registration growth and increased ROI with ON24 Virtual Show

Penton - Customer Case Study

Penton Media’s American City & County (AC&C), a long‑standing voice for state and local government, needed a scalable way to engage municipal decision makers, deliver practical IT and technology content, and improve ROI from its outreach. The challenge was to connect with busy government officials and build brand relevance while keeping costs and time investment low.

Penton partnered with Microsoft and used the ON24 Virtual Show to produce the State & Local Government Summit Online Conference, adding incentives (attendee certificates), targeted e‑mail marketing and strategic promotions. The program grew from a few hundred attendees to 2,500+ with more than 1 million impressions, now runs twice yearly, attracts high‑level decision makers (including CTOs), and has driven stronger brand equity, higher ROI and a lower cost per lead.

Penton

Bill Wolpin

Editor and Publisher