Case Study: Workfront achieves 3X growth in named and strategic account responses with ON24

Workfront utilizes ON24 to spur 3X growth in strategic engagement

Workfront, a Lehi, Utah–based work management platform, needed to scale its marketing as it moved from mid‑market to enterprise customers. Rapid growth left content and channel strategies fragmented across teams, so the company sought a webinar‑centric, integrated approach to align marketing and sales, engage executives, and efficiently build pipeline.

Workfront adopted ON24 as its central webinar channel—leveraging live polling/Q&A, simulive and on‑demand content, analytics, and Marketo integration to capture engagement, feed lead scoring, and automate sales handoffs. The strategy tripled named and strategic account responses through webinars, cut cost per lead by 46%, increased total responses by 68%, and boosted qualified sales opportunities influenced by 52%.

Workfront

Mark Hanson

Director of Field Marketing