case study

How HubSpot generates 6 times as many MQLs with webinars

INTRODUCTIONCreating webinars that engage customers

HubSpot is a marketing and sales technology platform that gives

businesses tools to grow.

Webinars are a key part of the company’s demand generation

strategy, garnering anywhere from 1,000 to 10,000 registrations.

HubSpot relies on ON24 Webcast Elite to execute webinars

without technical glitches and deliver an excellent user

experience.

Although HubSpot’s webinars were running smoothly, attendance

and audience engagement were declining. Additionally, the

company’s sales team was eager to see more marketing-qualified

leads (MQLs) come out of webinars.

To increase engagement and MQLs, HubSpot’s marketing team

knew it needed to make a change to its webinar content and

strategy.

SITUATIONChanging the webinar playbook

After analyzing data, the marketing team realized many MQLs

were coming from its free inbound marketing assessments, which

offered prospects feedback on how to improve their websites.

The marketing team wanted to provide a similar experience on

a larger scale, so they decided to use webinars as a forum for

website reviews.

HubSpot created a webinar series with a new format. Instead

of showing slides, webinars featured two marketing experts

discussing a customer’s website, which was scrolling in the

background. Attendees could choose to submit their website to

be assessed live on the webinar, or simply watch. The marketing

team also invited attendees to sign up for a private, 1:1 website

consultation after the webinar.

INDUSTRY Technology/Marketing

ON24 SOLUTION ON24 Webcast Elite

SUMMARY HubSpot, a marketing and

sales technology company, created a

new webinar series with ON24 Webcast

Elite. Since launching the series, HubSpot

has seen more engaged audiences and

significantly increased the number of

marketing-qualified leads (MQL) its webinars

generate.

case study HubSpot

SOLUTIONThe right platform for audience engagement

HubSpot successfully launched its new webinar format and

strategy with tools available through the ON24 platform:

+ Audience engagement tools. HubSpot shares a

link in the ON24 Resources section that webinar

attendees can use to book time on sales reps’

calendars via the HubSpot Sales Pro tool.

+ Simulive functionality. With the ON24 simulive

feature, HubSpot can pre-record webinars to

accommodate the schedules of its experts, but

also run live Q&A sessions with attendees.

+ ON24 integration. HubSpot can easily gather and

share webinar data between ON24 and its own

platform with this integration functionality.

RESULTSIncreasing MQLs with innovative webinars

The new webinar series has been one of HubSpot’s most

successful campaigns and has achieved several major marketing

objectives:

+ More MQLs. The new webinars generate six times

more MQLs for HubSpot’s sales team.

+ More sign-ups. HubSpot partnered with other

marketing technology brands to promote its webinars

and saw sign-ups increase by three times.

+ More engaged audiences. HubSpot has seen increased

retention rates throughout its webinars and is getting positive

feedback from attendees on social media channels.

“This is one of our most successful campaigns. We see huge retention rates throughout the webinars and

between 24 and 32 percent conversion rate to MQL for everyone who registers.”

– LISA TONER

MANAGER OF CONTENT MARKETING STRATEGY

HUBSPOT, DUBLIN