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Nuts & Bolts - Case Study : Webinar ROI Doubles for CA Tech

August 2014 By Heather Fletcher
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Two years ago, CA Technologies was marketing to prospects with three webcasts a month that taught attendees how to solve their current business problems. Sometimes the sessions ran perfectly.

Other times, the Islandia, N.Y.-based IT management software provider’s webinar audio went out, slides didn’t show or sessions failed to record as on-demand versions. That didn’t help the company show 10 to 15 prospects why its ARCserve product was the solution to small- and medium-sized companies’ backup and recovery software issues.

Stefanie Scott had had enough of her in-house solution. Then the marketing communications program manager for ARC Group, and now the marketing manager of global education, decided to partner with a webcasting and virtual event solution provider she’d heard good things about—ON24 of San Francisco.

“I had a huge base of leads that we were driving through other programs,” such as search marketing and content syndication campaigns, explains Scott. “And they were coming in and they were sitting. And we were trying to run webcasts to that audience to get them further engaged.”

With ON24 taking over the “heavy-lifting,” as Scott puts it, she could concentrate marketing the webinar program. (ON24 managed the webinar technology and automatic sends of registration confirmations, reminders and “thank you” emails.)

Scott gathered registration data from the three webcasts a month. They now generate as many as 300 live-day attendees. She gave that information to CA’s sales team, “so that they had a Step 2 or a Phase 2 lead that was even more engaged, that had been intrigued by the proof of concept, and had been engaged in those sessions.”

Scott could delve even further into audience behavior.

“What we found is,” she says, “not only were we getting the registration numbers, we were also getting multiple people from a site on one login, watching this together as a group, to learn more about the product.”

All session registrants and attendees are considered leads at CA, Scott says. All those leads now go to sales, where conversion rates rose from 3 percent to 7 percent and ROI doubled for the 2013 programs.

“Basically, before, we weren’t really doing much with those people that had already raised their hands and shown an interest in the content,” Scott says. “It was just ‘get a follow-up phone call’ and, if it didn’t work, it pretty much died right there. So what I did is I went back and I nurtured or I harvested more out of that list of leads that I’d already paid for. And there’s definitely still interest out there in that group.”
 

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