ON24 Saves Time and Accelerates Growth Using LeanData

with David Dugan, Senior Marketing Operations Manager, Joe Hyland, Chief Marketing Officer and Sam Shin, Senior Sales Operations Analyst

Overview

ON24, which Forrester has called “the best webcasting technology for marketers,” was growing quickly. But there was a recognition that the business could scale even faster with more efficient lead management.

Solutions

Results


David Dugan knew that ON24 was struggling with lead management even before he joined the webinar marketing company.

“During the interview process, the team couldn’t talk to me one day because they had just had an event and needed to route all of their leads,” recalled Dugan, the Senior Marketing Operations Manager. “That just seemed crazy to me. But I came to learn that routing leads at ON24 was a complex process due to multiple legacy systems.”

Salesforce assignment rules weren’t up to the challenge. Manually assigning leads wasted valuable time. Delays in routing meant hot leads sometimes grew cold before reps had a chance to follow-up, resulting in frustration among the sales team. ON24, which Forrester has called “the best webcasting technology for marketers,” was growing quickly. But there was a recognition that the business could scale even faster with more efficient lead management.

The LeanData Solution

ON24 stopped leveraging Salesforce assignment rules and turned over lead routing to LeanData automation. That has solved the challenges presented by ON24’s rapid expansion and global reach. “A process that was so messy when I arrived is now running smoothly,” Dugan said. “That’s why I was so grateful for LeanData to come in and figure out lead routing for us.”

Accuracy

LeanData brought order to a chaotic process by ensuring that leads, once they reach MQL status, are matched to the proper accounts and assigned to the correct sales reps. “We work with businesses that have offices in the U.S., India and Asia-Pacific,” said Sam Shin, Senior Sales Operations Analyst. “LeanData has been very good about routing to the specific office. That’s a huge benefit when you’re selling into international companies.”

Productivity and ROI

Shin said that without LeanData, ON24 would need to devote one Sales Ops team member just to route leads, full-time. Also getting marketingqualified leads in the hands of Account Executives as fast as possible is crucial in a competitive business environment for ON24. “If it’s left to humans, those MQLs might not be routed immediately,” he added. “But they are with LeanData automation. Routing leads to our AEs right away provides an immeasurable amount of value for us.”

Customer Support

Dugan said LeanData has the best customer service he has seen from a vendor. LeanData initially mapped out ON24’s complete routing flow. Now, as the business evolves, the Customer Success team quickly makes changes when needed. “The technology is fantastic,” Shin added. “But the reason why we like LeanData most is because of the customer support. It has been phenomenal. They always go out of their way to solve problems.” 

Audrey Phillips, the Sales Support Specialist, recalled once needing a routing change completed by Monday morning. LeanData delivered it on Sunday.