general 02 sf tech tour on24 case study
TRANSCRIPT
© 2015 Scribe Software Corporation. All rights reserved. 1
Using Integration to a Marketer’s Advantage
Tom Masotto
Vice President, Business Development
ON24, Inc.
https://www.linkedin.com/in/tmasotto
https://twitter.com/tmasotto
2
Today’s Agenda
• ON24 Corporate Overview
• Challenges
• Solution
• Results
• Q&A
3
ON24 Corporate Overview
4
Industry Leadership
5
ON24 Webinar Marketing Platform
• Lead Acquisition
• Lead Qualification
• Sales Acceleration
• Customer Engagement
6
Marketers’ customer data can’t be in silos
7
ON24 Webinar Analytics
ON24 “Closed Loop” Marketing Strategy
Audience GenerationON24 Webinar Platform
LeadNurturing
SalesOpportunities
CRM & MarketingAutomation
ON24 IntegrationService
8
More Effective Lead Scoring & Sales Follow-Up
9
ON24 Challenge #1: Fragmented MAP/CRM Landscape
• The marketing technology landscape is very fragmented.
• For ON24 to meet its customer requirements, it has to integrate with at least 10 marketing automation and CRM platforms.
• For each platform, a specialized connector needs to be developed, supported, and frequently updated.
• Unless it is your business focus, building and supporting a large number of different integration connectors is a difficult task.
10
Platform Support Requirements
11
ON24 Challenge #2: Timely Data Transfer
• On average, viewers spend 56 minutes in a live ON24 webinar.
• During this time, the ON24 platform is capturing each viewer’s activity, engagement, poll responses, questions and more.
• This data has significant value – and it is important to act on it as quickly as possible.
• But in order to use it, this information needs to be transferred to our client’s marketing automation or CRM system.
12
ON24 Data Requirements: Over 25 Types of Metrics
13
ON24 Challenge #3: Custom Marketing Workflows
• Another integration challenge is supporting our customers’ unique marketing workflows.
• Marketing automation and CRM platforms offer many customization options, which allow our clients to have different processes.
• ON24 must be able to configure its integrations to meet these customer differences.
14
Unique Marketing Processes
• Pipeline stages
• Lead scoring & qualification
• MQLs vs SQLs
• Nurturing process
• Custom fields
• Sales follow-up process
15
In-house development wasn’t a feasible option
• The prospect of developing – and maintaining – numerous integration connectors quickly and for a reasonable cost was not feasible.
• Hurdles included:
Learning the various APIs & data stores used by various applications
Finding the developer staff with the proper skills
Supporting integrations as MAP/CRM vendors update APIs
Incorporating enough configurability to support customer needs
16
Partner Evaluation Criteria
When evaluating partners, we reviewed responses to four questions:
1. Does the partner allow the complete set of ON24 webinar metrics to be passed to all of the leading MA and CRM platforms?
2. Would the partner’s solution dramatically reduce the level of effort needed to support these integrations?
3. Could ON24 use the partner’s platform to quickly setup integrations and support our clients’ unique marketing workflows?
4. Is the partner’s pricing model easy-to-understand and affordable?
17
ON24 Selected Scribe Software
Scribe provides ON24 with the following benefits:
• Able to immediately leverage existing Scribe connectors for the most important CRM and MA offerings
• Allows ON24 to meet the workflow and configurability required by clients
• Do not need to worry about connector maintenance, such as updating code as APIs changed
• Able to significantly accelerate its time-to-market
18
ON24 Solution with Scribe
ON
24
Co
nn
ector
Registration, Attendance, and
Activity Data
Scribe C
on
necto
rs
Workflow and Mapping Engine
Scribe Software IPaas Solution
ON24 Webinar Analytics
ON24Webinar Marketing
Platform
Managed Service Offering
19
ON24 Solution with Scribe
ON24 Dedicated Staff
20
Client signs in to Scribe to set up their CRM connector. ON24 sends invite to client through Scribe.Scribe Access1.
Client selects which ON24 fields to push and which CRM fields to map into and adds any necessary conditions or logic within data mapping. ON24 sets up data mapping.
Field Mapping2.
Client creates a test event under client account to simulate registration and attendance. ON24 performs integration testing through Scribe while client checks on the CRM side.
Testing3.
ON24 activates an automatic recurring integration for the client account. Client determines integration schedule frequency.Activation4.
MAP/CRM Integration: Setup Duration = 3-4 weeks
21
ON24 Solution with Scribe: Customer Value
• Over 25 types of webinar analytics can be used in their marketing automation lead qualification and scoring
• Sales-ready leads can be delivered to their CRM system
• Configurable field mapping & workflow aligns with their business process and data requirements
• Opportunity progression, sales pipeline influence and ROI can be more accurately measured
• One-time setup for all webcasts (ON24 setup & support)
22
ON24 Differentiation with Scribe
ON24 provides the tightest
integration to industry-leading CRM
and marketing automation platforms.
Deeper integration allows marketers
to more effectively evaluate
prospects and lead quality.
23
ON24 ROI: Single MAP/CRM Integration
Single Integration Connector Custom Development Scribe Partnership
Development Cost $150K $25K
Annual Maintenance $12K $1K
Total Cost (over 5 year lifespan) $198K $29K
Annual Cost $39.6K $5.8K
24
ON24 ROI: 10 MAP/CRM Integrations
10 Integration Connectors Custom Development Scribe Partnership
Annual Cost $396K $5.8K
10 Integration Connectors Custom Development Scribe Partnership
Time to Market 60 Months 11 Months
25
Closing Remarks
• For ON24, Scribe has helped us address a strategic gap while providing differentiation and cost benefits
• Our success criteria:
◦ Focused on our core competencies
◦ Brought our Scribe connector in-house
◦ Made it easy for our customers
◦ Dedicated staff building MAP/CRM integration expertise
Thank you for your time
Any Questions?
Tom Masotto
Vice President, Business Development
ON24, Inc.
https://www.linkedin.com/in/tmasotto
https://twitter.com/tmasotto