1© 2014 ON24, Inc. I www.on24.com, email: solutions@ON24.com or call 1-877-202-9599

ON24 CUSTOMER CASE STUDYAVENTION

INTRODUCTION WEBINARS THAT EDUCATE, MOTIVATE

Avention, Inc., formerly OneSource, provides real-time,

actionable B2B data from the world’s most comprehensive

database with a sales and marketing enablement platform

geared toward the business information needs of sales,

marketing and research individuals.

The company runs a series of monthly thought leadership

webinars, partnering with industry-leading B2B sales and

marketing companies which share a common audience.

The webinars are:

• Purely educational, not promotional

• Co-promoted with the partnering speakers

• Part of the company’s B2B University that provides

education about relevant topics in the B2B space

With the re-branded company’s new direction, Avention

is expanding its webinar program to extend its reach to

customers, prospects and Avention sales teams.

SITUATION ‘CLUNKY’ PLATFORMS DON’T MEASURE UP TO THE EXPERT CONTENT

Avention had experience using two other platforms

for its webinars; however, neither was sufficient for its

sophisticated B2B webinars.

• Ineffective demand generation tools. The platforms

offered no reporting of audience interactions, making it

difficult to track and score leads.

• Downloading and archiving files was a nightmare.

Recorded files were delivered in a format that couldn’t be

used anywhere else.

• No on-demand access means when the webinar is over,

it’s over. The inability to make the webinar available for

on-demand viewing limited Avention’s ability to reach

more prospects and continue to fill the funnel.

Both platforms were fraught with technical issues, and there

were times when they flat out did not work.

CASE STUDY BACKGROUND

INDUSTRY

Technology/Software

ON24 SOLUTION

ON24 Webcast Elite

SUMMARY

Upgrading its monthly thought

leadership webinars to Webcast

Elite has helped Avention draw

more prospects who are ready to be

contacted immediately. On-demand

access to archived webinars posted

on the company’s Webcast Elite portal

has increased audiences by an average

of 40%. By creating and delivering its

webinars on the ON24 webinar-based

marketing platform, Avention is saving

between 5 to 10 hours per event.

C A S E S T U D Y A V E N T I O N

SOLUTION A POWERFUL PLATFORM THAT JUST WORKS

When considering new platforms, the Avention marketing

team wanted something that was plug and play. Webcast

Elite fit the bill and more.

• Webcast Elite Portal — Avention created “The Avention

Network: Build the Future for the Business of Tomorrow,”

an online customizable library with a single sign-on

capability so audiences register once and can view all the

on-demand webinars posted.

• Marketing automation integration for efficient follow-up

— Automated information upload takes a time-consuming

task off the marketing operations person’s plate. Coupled

with the Webcast Elite robust and customizable reporting,

Avention can more easily track leads from registration

through hand-off to sales and every interaction in

between.

• Exit surveys identifying leads — Avention posted a short

questionnaire that opens up on the default console to

identify webinar attendees in the ready-to-buy phase.

• Easy event duplication — With Webcast Elite templates

and event cloning, Avention can reuse select webinar

components or the entire event.

• Stress-relieving simu-live option — Avention has the

flexibility to pre-record its hard-to-schedule speakers and

still deliver a live, moderated event. Presenters appreciate

the ability to re-record slides to their satisfaction.

RESULTS A PLATFORM THAT DELIVERS NOW, AND LATER

Prior to Webcast Elite, Avention measured webinar success

by the number of registrations and attendees. Now they can

see real results:

• An average 40% of webinar viewers are on demand,

dramatically increasing reach and the number of attendees

and leads.

• Higher duration-in-webinar. More attendees are staying

to the end of the webinar, which Avention credits both to

its content and presenters and the positive, trouble-free

experience with Webcast Elite.

• Time savings of between 5 to 10 hours for each webinar.

While the simplified setup saves the most time, Avention

has also reduced its workload with one-click posting of

archived webinars to the Avention portal and website and

automated data transfers to its marketing automation

system.

As the company evolves from its rebranding, Avention will be

looking to enhance the monthly webinar series to include

customer webinars and reaching prospects at multiple touch

points in the sales funnel.

“Our Webcast Elite portal lets our audiences register once for a single webinar and then watch everything in the portal. On our end, we can publish an archived webinar to the portal with a single click: no downloading and re-uploading media. We save a lot of time and get a bigger audience.”

— CARI ZOCHBRAND COMMUNICATIONS MANAGER

AVENTION

2© 2014 ON24, Inc. I www.on24.com, email: solutions@ON24.com or call 1-877-202-9599

C A S E S T U D Y A V E N T I O N

Avention Portal Portal embedded into corporate website