Case Study: SAP HANA achieves $100M in influenced pipeline revenue with ON24 Engagement Platform

With superior customer webinars, sap hana brings in $100 million in revenue

SAP HANA, a leader in enterprise application software, wanted to amplify customer success stories through interactive webcasts but found its existing platform limited audience size, browser and mobile support, engagement tracking, and data sharing with sales—constraints that kept customer stories from driving pipeline and revenue.

Switching to the ON24 Engagement Platform, SAP HANA ran bi-weekly, media-rich customer-led webinars with live Q&A, polls and downloadable resources, enabling detailed engagement tracking and seamless handoffs to sales. In 20 webinars they drove 2,600 registrations (≈130 per event), influenced 200+ opportunities (29% attendee-to-opportunity conversion), and contributed more than $100M in pipeline (about $50K influenced per webinar), then expanded the series to additional topics and languages.

SAP HANA

Scott Feldman

Global Head, Customer Communities