Eddie McGraw for ON24. Sending along an announcement we made this morning around a new service that integrates our webinar analytics (on user behavior) with Marketo’s marketing automation platform. With this new capability, marketers can obtain insights into exactly how their target customers are interacting with their content and react accordingly. ON24 has actually developed an engagement score for webinar attendees (based on numerous factors including viewing duration, questions asked, assets downloaded) that gives marketers hyper-accurate lead scoring. After all, what good is your content if you have no idea how well it is performing?
See below for the full press release. Please let me know if you are interested in speaking with us further about this. Happy to set up a call.
Best,
Eddie
New Service Integrates ON24 Analytics with
Marketo Customer Engagement Platform
ON24 Integration Service Enables Delivery of
Webinar Attendee Data to Marketo Platform
SAN FRANCISCO, Calif. — June 13, 2014 — ON24, the global leader in webinars and virtual communication solutions, today announced integration between the ON24 Platform 10 webcasting solution and the Marketo Customer Engagement Platform. At the core of the integration is the ON24 Integration Service, which enables registration and activity data from ON24 webinars to be delivered directly to the Marketo platform, where it can be used by customers in lead qualification, scoring and nurturing programs.
With this integration, Marketo customers who deliver their webcasts via the ON24 platform will have near-immediate access to registration and webcast data that can provide demographic and behavioral insights which can shorten the sales cycle. For example, with the ON24 integration with the Marketo platform, webinar metrics can be leveraged to more effectively qualify leads and identify sales-ready opportunities.
These new capabilities enable ON24 customers to maximize their investment in the Marketo platform in order to have coherent and meaningful “customer conversations” over time; unify and simplify online and offline marketing efforts; better manage and analyze marketing effectiveness; and achieve greater influence on their sales pipelines.
“Marketers want to close the marketing automation loop by integrating their webinars more deeply into the sales process and connecting them to CRM and marketing automation tools,” commented Tom Masotto, ON24 Vice President of Product Marketing and Business Development. “Now, webinar data can be quickly passed from ON24 webinars directly to the Marketo platform, enabling our customers to make the most of that data and shorten the sales cycle – creating additional value for all and keeping ON24 at the leading edge of the webcasting industry.”