Case Study: Sage Intacct achieves ABM success and captures 50% of its pipeline with ON24 webinars

Sage Intacct Drives Abm Success Through On24 Webinar Campaigns

Sage Intacct, a San Jose–based cloud accounting and ERP provider, needed a way to move prospects from awareness to purchase and keep customers engaged as part of an account-based marketing approach. The team’s challenge was to deliver targeted, consistent communications across the buyer’s journey that capture attention, surface vertical-specific needs, and convert leads into pipeline.

They built a tiered content program centered on ON24 webinars—short five-minute overviews, educational webinars, and verticalized product tours—with a daily 30-minute simulive “Coffee Break Demo” as the centerpiece. The strategy drove strong results: ON24 webinars contribute 15% of marketing pipeline, the Coffee Break Demo generates roughly 50% of Sage Intacct’s pipeline, achieves a 50% registrant-to-attendee rate, attracts 20–25 attendees daily, and produces as many opportunities as all other webinars combined.

Sage Intacct

Nick Ezzo

Vice President of Demand Generation