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ON24 Cloud-Based SaaS Platform Provides Lead Generation and Cost Savings

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October 06, 2011

ON24 Cloud-Based SaaS Platform Provides Lead Generation and Cost Savings

By Laura Stotler, TMCnet Contributing Editor

Webcasting and webinar management have come a long way over the years, and TMC (News - Alert) got to speak with ON24 about it as part of the On the Road series in San Jose, CA. TMC CEO Rich Tehrani (News - Alert) talked to Tom Masotto, VP of products and business development at ON24, about what the company has been up to as well as trends in the market. (TMC is an ON24 customer, using the company's SaaS (News - Alert) cloud offering for its webinars.)

According to Masotto, more and more organizations are moving to virtual meetings and seminars as companies cut back on costs and people aren't interested in traveling as much anymore for a variety of reasons. He added that companies are also looking for solutions to reach a greater number of clients as well as train their employees virtually.

The ON24 platform is a SaaS cloud offering with fully integrated, enterprise-wide solutions. Applications may range from partner expos to user conferences to trade shows, for anything from employee training to company town hall meetings. More than 750 organizations including IBM (News - Alert), Cisco and Oracle use the company's solution.

Masotto says ON24 customers are generally looking for revenue generation as well as cost savings for training and other applications. “The vast majority of our clients are actually using it for lead generation purposes,” he added. Customers may generate more qualified sales leads by leveraging streaming media communications as well as the platform's lead generation system.

The solution consists of webcasting, a feature-rich, interactive and highly branded way to reach audiences of thousands throughout the world. Webcasting is available in full- and self-service models. The ON24 virtual show offers a way for companies to conduct virtual trade shows, job fairs and partner marketing events, enabling speakers and exhibitors to inform and interact online with attendees.

A virtual briefing center is designed for enterprises looking for a flexible marketing and corporate communications solution, while the Insight feature offers 5,000 videos, webcasts and podcasts from more than 175 companies. This extends the reach of media content while also improving lead generation investment ROI.

Masotto said that integrating social networking and media into the platform is next on the agenda for ON24. “We are sort of, as we view it, redefining webcasting,” he explained. He said about a year and a half ago the company came out with a new paradigm for personalizing the user/attendee console and enabling social media interaction through widgets. Webinar managers may customize the interface for their target markets, adding access to Facebook (News - Alert), Twitter, etc.

“We can take one widget and put it across all of our platforms,” added Masotto. This means interactivity may be enabled on the webcasting, virtual show and virtual briefing center platforms. ON24 believes this architecture strategy offers a faster and more engaging experience for users across all of their solutions.

Edited by Jennifer Russell

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