Case Study: ABB New Zealand grows pipeline by $2.3M with ON24 and Pardot
Key results
The challenge
ABB New Zealand wanted to activate its webinar channel to attract, engage and convert new audiences, but its video-conferencing tool could not provide enough scale, support or interactivity. It offered no multitouch experience, limited behavioral insight for sales, and required hours of manual work to integrate registration data with the team's Salesforce Pardot CRM.
The solution
ABB New Zealand made ON24 webinars the engine of fully integrated campaigns with content offers, FAQs, real-time polls, surveys and in-experience meeting requests. The ON24-Pardot integration embedded form fields into the ON24 experience, automatically mapping each attendee to a buying-journey stage and eliminating manual data entry.
“ON24 and Salesforce Pardot work really, really well together and we definitely rely on that across all our webinar and digital engagement strategies.”
SNSophie NeateGlobal Digital Marketing and Content Manager, Electrification Service Division, ABB
The results, in context
After switching to ON24, ABB New Zealand saw a 10% webinar-attendee conversion into pipeline and a 100% increase in ROI year-over-year (2021 to 2022). The team yielded 610 MQLs, 299 new opportunities, over $2.3M in opportunities and over $819K in closed-won opportunities.