How ON24 Grew Sales Leads by 34% on LinkedIn With a Full Funnel Strategy

Are virtual events here to stay? 

The short answer is yes.  

With statistics pointing to the fact that the global video conferencing market is estimated to hit $75 billion by 2027 – not to mention that 54% of B2B professionals consume webinars weekly – it’s safe to say virtual events are going nowhere. 

Greater demand, however, equals greater competition. So how can webinar platforms capitalize on this? 

It’s a question that was on the mind of virtual events and digital experiences platform provider ON24. Keen to stand out as a category leader and generate a pipeline of high-quality leads, the company, along with its B2B marketing agency The Croc, looked to its LinkedIn strategy and decided to adopt a full-funnel approach.  

Why Full Funnel? 

Using a variety of content and ad formats across the marketing funnel – from video and Conversation Ads to retargeting and Lead Generation Forms – ON24 is able to reach relevant audiences with the right content, at the right time.  

Variety is the operative word here – and with it comes value. By leveraging LinkedIn’s suite of products, ON24 can guide the customer journey in its entirety.  

Landing page campaigns and video help set the scene and introduce the brand and its offering. Conversations Ads strike up interactions in a more personalized way and pinpoint where in the pipeline people are. Ebooks, guides and webinars nurture and educate potential leads, painting ON24 as a market leader in the process. Lead Gen Forms remove friction in the final conversion phase: leveraging a range of ad formats and tactics enables ON24 to remain highly strategic in its approach.  

But not even the most considered of campaigns is going to land unless you get it in front of the right people in the first place, which is where LinkedIn’s targeting capabilities come into play. Remarketing capabilities from lead gen forms and video combined with the ability to integrate third-party data sources mean ON24 can reach those most likely to engage with its offering. The result? More qualified leads that convert to pipeline at a higher rate.  

Driving Bottom-Line Success 

Certainly, the numbers speak for themselves. Since going full-funnel, ON24 has seen a 23% increase in marketing qualified leads and a 34% increase in sales qualified leads. The Lead Generation Form completion rate is 50% above the industry benchmark, while pipeline contribution has risen by 38%. 

Like all successful full-funnel campaigns, there’s an element of test and learn involved. But by constantly refining and finessing its approach, ON24 continues to nurture potential customers through meaningful interactions – and up both the number and quality of those leads in the process.  

Sure, the competition might be heating up in the video conferencing space, but by thinking strategically – and across the funnel – ON24 has proved that you can still cut through the noise and make yourself heard.  

Do you want to increase your audience engagement and drive higher-quality leads? Discover how LinkedIn can help you target your messaging across the marketing funnel to reach those most likely to engage with your products.  Read the full case study.