ON24 announced a new service that will allow users to integrate their CRM and marketing automation platforms with ON24 webinars, providing the ability to capture key metrics about webinar performance and add them to the customer and prospect databases. The service will allow the ON24 reporting systems to integrate with systems such as Eloqua, Hubspot, Netsuite, Salesforce.com and others.
With webinars being one of the most effective forms of content for B2B marketers, new ways to measure and collect more data on potential customers was a growing necessity. Users will now be able to leverage the ON24 reporting systems to boost sales.
Other benefits of the new service include:
- Enhanced lead scoring and qualification processes, allowing marketers to more effectively identify sales-ready leads;
- More effective lead nurturing programs, allowing company data to more effectively influence their sales pipelines; and
- Insights for sales reps to more effectively engage prospects post-webinar.
“These new integrations with industry-leading CRM and marketing automation tools will enable our customers to take their marketing performance to the next level,” said Tom Masotto, VP of Product Marketing and Business Development at ON24. “With the ON24 Integration Service, webinar metrics can be leveraged to more effectively qualify leads and identify sales-ready opportunities.”
ON24 also announced the launch of Webcast Engagement Score, enabling webcast producers to improve their understanding of webcast performance and lead quality.
The new solution analyzes viewer activity and participation within a given webcast, allowing the Engagement Score to deliver actionable data about audience engagement and simplifies the user’s lead scoring and nurturing capabilities.
Masotto added: “Not only do we go deep with reporting and metrics, but we also develop the tools that transform those metrics into actionable intelligence that data-driven marketing professionals can use to help determine lead quality.”
