Case Study: Workfront triples strategic account growth with ON24

Workfront triples strategic account responses with ON24

Workfront, a modern work management application platform, faced challenges in scaling its marketing efforts due to rapid growth and a fragmented content strategy. As they moved to selling to enterprises, they needed a unified way to engage executives, build pipeline efficiently, and align their marketing and sales channels across a global audience. They turned to the ON24 webinar platform to serve as the core component of their new omnichannel approach.

By implementing ON24, Workfront utilized capabilities like real-time engagement, simulive webinars, and deep analytics to distribute content and generate demand. The integration with Marketo streamlined their lead scoring and sales follow-up processes. As a result, Workfront tripled its growth in strategic account responses through the webinar channel alone, increased total responses by 68%, and saw a 52% increase in influenced qualified sales opportunities, while also reducing cost per lead by 46%.

Workfront