BETTERWORKS: SUCCESS STORY · 2020-06-25 · betterworks: success story BetterWorks engineers a...

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1 BETTERWORKS: SUCCESS STORY BetterWorks engineers a MarTech stack for optimal results, better customer experience with ON24 webinar marketing platform, LeanData lead management and attribution THE CHALLENGE BetterWorks is disrupting the Human Resources industry with a technology solution that drives employee performance through feedback and transparency. BetterWorks helps customers succeed by focusing on results and constant improvement. Masha Finkelstein, Director of Demand Generation, mirrors that philosophy as she meets the high expectations of a fast-growing, evolving business. She believes in designing an agile marketing technology stack that creates meaningful customer engagement. That’s why ON24 and LeanData are integral parts of the BetterWorks’ tech stack. Finkelstein’s primary objective is to reach a hard-to-find audience of high-level HR executives. Her strategy is twofold: target the right accounts and then identify the right people within them. This is the essence of an Account-Based Marketing program, and Finkelstein has established BetterWorks as a leading practitioner of ABM. She has numerous marketing tools at her disposal, such as events, email campaigns, digital advertising, social media and direct mail. Finkelstein takes a multi- channel approach because different prospects respond to different kinds of outreach. But she discovered that one channel was especially impactful for engaging BetterWorks’ best-fit audience: ON24 webinars. And that lightbulb moment occurred by using another solution in her technology stack: LeanData attribution. BetterWorks provides a continuous performance management platform that makes it easy to improve employee performance through goal setting and ongoing feedback. Headquarters: Redwood City, Calif. Founded: 2013 Employees: 50-100 Funding: Series B ON24 Customer Since: 2015 LeanData Customer Since: 2015 Learn More: www.betterworks.com IMPACT High Quality Leads: ON24 webinars influenced 138 opportunities and more than $1.2 million in pipeline during the first two quarters of 2017 alone Accurate Attribution: LeanData attribution showed that ON24 webinars had doubled marketing- generated revenue from the previous year, proving the impact of an engagement-driven webinar strategy Enabled ABM: BetterWorks is an innovator in Account-Based Marketing, leveraging ON24’s engagement-driven webinars to generate high-quality leads in coveted target accounts and LeanData’s lead management automation to convert them to contacts for 360-degree visibility into those accounts “I'm always looking to maximize the ROI of our marketing stack, and that takes technologies that seamlessly integrate, are data-driven and enable us to scale our operations without losing sight of an individual customer.” – Masha Finkelstein, Director of Demand Generation

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Page 1: BETTERWORKS: SUCCESS STORY · 2020-06-25 · betterworks: success story BetterWorks engineers a MarTech stack for optimal results, better customer experience with ON24 webinar marketing

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BETTERWORKS: SUCCESS STORYBetterWorks engineers a MarTech stack for optimal results, better customer experience with ON24 webinar marketing platform, LeanData lead management and attribution

THE CHALLENGEBetterWorks is disrupting the Human Resources industrywith a technology solution that drives employeeperformance through feedback and transparency.BetterWorks helps customers succeed by focusing onresults and constant improvement. Masha Finkelstein,Director of Demand Generation, mirrors that philosophyas she meets the high expectations of a fast-growing,evolving business. She believes in designing an agilemarketing technology stack that creates meaningfulcustomer engagement. That’s why ON24 and LeanDataare integral parts of the BetterWorks’ tech stack.

Finkelstein’s primary objective is to reach a hard-to-findaudience of high-level HR executives. Her strategy istwofold: target the right accounts and then identify theright people within them. This is the essence of anAccount-Based Marketing program, and Finkelstein hasestablished BetterWorks as a leading practitioner ofABM. She has numerous marketing tools at her disposal,such as events, email campaigns, digital advertising,social media and direct mail. Finkelstein takes a multi-channel approach because different prospects respond todifferent kinds of outreach.

But she discovered that one channel was especiallyimpactful for engaging BetterWorks’ best-fit audience:ON24 webinars. And that lightbulb moment occurred byusing another solution in her technology stack: LeanDataattribution.

BetterWorks provides a continuous performance management platform that makes it easy to improve employee performance through goal setting and ongoing feedback.

Headquarters: Redwood City, Calif.Founded: 2013Employees: 50-100Funding: Series BON24 Customer Since: 2015LeanData Customer Since: 2015Learn More: www.betterworks.com

IMPACTHigh Quality Leads: ON24 webinars influenced 138 opportunities and more than $1.2 million in pipeline during the first two quarters of 2017 aloneAccurate Attribution: LeanData attribution showed that ON24 webinars had doubled marketing-generated revenue from the previous year, proving the impact of an engagement-driven webinar strategy Enabled ABM: BetterWorks is an innovator in Account-Based Marketing, leveraging ON24’s engagement-driven webinars to generate high-quality leads in coveted target accounts and LeanData’s lead management automation to convert them to contacts for 360-degree visibility into those accounts

“I'm always looking to maximize the ROI of our marketing stack, and that takes technologies that seamlessly integrate, are data-driven and enable us to scale our operations without losing sight of an individual customer.”

– Masha Finkelstein, Director of Demand Generation

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ON24 AND LEANDATA SOLUTIONBetterWorks added ON24 and LeanData to its MarTech stack to solve two distinct challenges. The ON24webinar marketing platform generates high-quality leads in precisely the kind of accounts BetterWorksstrives to engage. LeanData automation gets the most from those leads by immediately routing them tothe appropriate sales reps for follow-up and providing Finkelstein with deep insights into theperformance of her webinars. The solutions work hand-and-glove to produce results and helpFinkelstein to drive the business forward.

LeanData Auto-Conversion, Routing and AttributionAs BetterWorks began pursuing more enterprise-level accounts, the marketing team saw the wisdom of working out of contacts and accounts rather than leads. This gives BetterWorks a clear picture of all activity within target accounts so it can craft holistic strategies to engage every influencer who could be part of potential deals.

Once leads reach MQL statusthrough BetterWorks’ internalscoring process, they are shippedfrom the Marketo automationplatform to its Salesforce instance.Once in the CRM, those leads areauto-converted into contacts undertheir accounts. When no accountexists, one is created. “That’s whenLeanData really began helping us,”Finkelstein explained. “LeanDatabecame our first-touch for allactivity. So we never look at leadsanymore. We just work off contacts.”

Because LeanData links previously disconnected Salesforce objects such as leads, contacts andcampaigns to opportunities, Finkelstein also has account-level visibility into what campaigns are movingthe needle in terms of pipeline and revenue. Using LeanData, she can identify the ROI of every campaigntype matched against prospects so she can evaluate cost-per-touch. This means Finkelstein can see thetrue impact of her marketing spend. For instance, she eliminated some targeted programs because theyweren’t resonating as well as expected with the BetterWorks audience.

It’s also how she discovered that one channel was far outperforming other programs in marketing-influenced pipeline: ON24 webinars.

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ON24 EngagementON24’s mission is to put “personal back in thedigital” by helping companies engage directlywith their customers, prospects and employees –at scale. Unlike other marketing interactions thatcan be measured in mere seconds, ON24 helpsbusinesses deliver hour-long webinarexperiences that enable businesses to buildmeaningful relationships with hundreds, andeven thousands, of their potential buyers.

As an end-to-end webinar marketing platform,ON24 allows Finkelstein to engage withprospects before, during and after each webinar.When a prospect registers, those leads areseamlessly loaded into Marketo − a criticaladvantage for BetterWorks. “It’s amazing and wedon’t need another technology to run it orhandle it manually,” she added. After the livewebinar event, the marketing team sends outthe on-demand version to all attendees andregistrants, and the sales team follows up withthose leads. Part of the reps’ outreach includesincorporating questions asked via ON24’s

Q-and-A feature. When webinar leads reach MQL status, LeanData takes over by auto-converting them into contacts in Salesforce.

BetterWorks uses ON24 webinars across the funnel and found that high-level webinars featuring thought-leaders were especially beneficial. Recently, Finkelstein even produced three webinars with industry leaders in a 30-day period.

“We’ve seen the success of ON24 webinars grow and grow over the last couple of years,” Finkelstein added. “They were having so much impact that BetterWorks went from producing sometimes one webinar per quarter to now twice a month. But that scaling process wouldn’t have been possible without having the data to show that webinars are working for us. That comes from LeanData.”

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“Our ON24 webinars generate qualified leads, and LeanData is the only way to convert them into contacts for reporting on the account level. I love the combination of ON24 and LeanData. I can’t imagine ever replacing either one because of how great they’ve been working for us.”

– Masha Finkelstein, Director of Demand Generation

THE RESULTSON24 and LeanData have become a powerful one-two combination for BetterWorks by producing quantifiable ROI. During the first half of 2017, LeanData attribution showed that the ON24 webinar program:

• Influenced more than $1.2 million inpipeline

• Touched 138 opportunities

• Drove a 2x increase in marketing-generated revenue

Also, those results were achieved with no additional resources in terms of budget and team members. “It’s why we’ve basically doubled-down on webinars,” Finkelstein added. “And it’s going to go up in Q3 and Q4.”

Her expertise also has made Finkelstein an influential thought-leader in the growing ABM movement. It’s common for other marketers to seek her input on designing a productive MarTech stack in an account-based world. She emphasizes the importance of using the fewest possible

number of solutions to maximize efficiency as well as minimize cost and management time. That’s why when she evaluates solutions, Finkelstein focuses on multi-faceted technologies that integrate with the rest of BetterWorks’ solutions and workacross the customer lifecycle. Like ON24 and LeanData.

“Your tech stack needs to work together,” she said. “And the more I can do with less, the better. I’m always thinking about ways to better optimize my tech stack and how I can best use my budget. LeanData and ON24 are great examples of that.”

ABOUT LEANDATALeanData’s best-in-class solution simplifies the complexity of the B2B sales process through intelligent lead management. LeanData makes revenue-generation teams more successful by matching leads to accounts and then automatically routing them to the right rep, every time. LeanData provides richer insights into accounts so that more than 250 fast-growing businesses such as Nutanix, Palo Alto Networks, Marketo and Cloudera can maximize marketing ROI and close more deals.

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ABOUT ON24, INC.ON24’s mission is to humanize marketing at a digital scale. Through the ON24 webinar marketingplatform, businesses engage with their prospects, customers and employees at scale, and turn thatengagement into insights that drive results. More than 1,600 organizations of all sizes and industries,including athenahealth, Box, Deloitte, JPMorgan Chase, LinkedIn, SAP and Twilio, have made ON24 theengagement-at-scale layer of their marketing technology stack. Integrated with all leading marketingautomation and CRM platforms, ON24 enables marketers to glean actionable insights that accelerate thesales pipeline and improve customer experience.