ON24 provides a webinar marketing platform but faced challenges integrating data from their platform into various CRMs and marketing automation platforms due to the number of platforms and custom workflows. They partnered with Scribe, an integration platform, which developed pre-built connectors to major CRMs and MAPs and provided a configurable workflow engine. This reduced integration development costs for ON24 and time to market. It also allowed ON24 to focus on their core competencies while providing a more seamless integration experience for customers.

1. © 2015 Scribe Software Corporation. All rights reserved. 1
Using Integration to a Marketer’s Advantage
Tom Masotto
Vice President, Business Development
ON24, Inc.
tom.masotto@on24.com
https://www.linkedin.com/in/tmasotto
https://twitter.com/tmasotto

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Today’s Agenda
• ON24 Corporate Overview
• Challenges
• Solution
• Results
• Q&A

3. 3
ON24 Corporate Overview

4. 4
Industry Leadership

5. 5
ON24 Webinar Marketing Platform
• Lead Acquisition
• Lead Qualification
• Sales Acceleration
• Customer Engagement

6. 6
Marketers’ customer data can’t be in silos

7. 7
ON24 Webinar Analytics
ON24 “Closed Loop” Marketing Strategy
Audience Generation
ON24 Webinar Platform
Lead
Nurturing
Sales
Opportunities
CRM & Marketing
Automation
ON24 Integration
Service

8. 8
More Effective Lead Scoring & Sales Follow-Up

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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.

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Platform Support Requirements

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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.

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ON24 Data Requirements: Over 25 Types of Metrics

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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.

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Unique Marketing Processes
• Pipeline stages
• Lead scoring & qualification
• MQLs vs SQLs
• Nurturing process
• Custom fields
• Sales follow-up process

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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

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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. 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. 18
ON24 Solution with Scribe
ON24Connector
Registration,
Attendance, and
Activity Data
ScribeConnectors
Workflow and
Mapping
Engine
Scribe Software IPaas Solution
ON24 Webinar
Analytics
ON24
Webinar Marketing
Platform
Managed Service Offering

19. 19
ON24 Solution with Scribe
ON24 Dedicated Staff

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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

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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)

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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.

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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

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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

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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

26. Thank you for your time
Any Questions?
Tom Masotto
Vice President, Business Development
ON24, Inc.
tom.masotto@on24.com
https://www.linkedin.com/in/tmasotto
https://twitter.com/tmasotto