Case Study: Workiva scales demand generation and boosts sales results with ON24

Workiva scales webinars 500% and boosts SALs 35% with ON24

Workiva, a technology company, faced significant challenges in scaling its demand generation efforts due to a highly manual and time-consuming webinar process. Each webinar required approximately 10 hours of effort, preventing the team from developing a cohesive content strategy or tracking performance metrics. To evolve webinars into a consistent pipeline channel, they partnered with vendor ON24 and implemented its Webcast Elite platform.

By leveraging ON24's templatization, automation, and integration capabilities with Salesforce and Marketo, Workiva drastically reduced webinar setup time by 85%, from 10 hours to just 1.5 hours. This efficiency gain allowed them to increase global webinar production by nearly 500%. The solution, which later included the AI-powered ACE tool for personalized experiences, drove a 33% increase in influenced bookings and a 35% year-over-year increase in Sales Accepted Leads (SALs), making webinars a critical pillar of their integrated demand strategy.

Workiva