Case Study

From Static Broadcasts to a Dynamic Webinar GTM System

How migrating from Zoom to ON24 and rebuilding the surrounding infrastructure turned a manual, siloed webinar program into a scalable GTM motion generating $3.05M in influenced ARR across 20 events.

Company
ActivTrak
Platform
ON24, Marketo, SFDC, Outreach
Timeline
2024–2025
Outcome
$3.05M influenced ARR
The Problem

ActivTrak's webinar program was running on Zoom and producing real pipeline, but the surrounding infrastructure was holding it back. Attendance and engagement data lived in spreadsheets that had to be manually compiled after each event. Sales reps received flat lists with no visibility in Salesforce into who asked which questions, which polls they answered, or how long they stayed engaged.

The result was a generic follow-up motion. Every attendee got roughly the same outreach regardless of how they engaged during the webinar. The signals that should have been the most valuable part of the channel were going to waste.

On the marketing side, there was no ability to serve personalized content during the webinar experience itself. Every attendee saw the same CTAs regardless of whether they were a free trial user, a paying customer, or a high-intent prospect close to conversion.

Before
  • Zoom webinars with manual post-event data export
  • Engagement compiled into spreadsheets by hand
  • Sales reps working from flat attendee lists
  • No visibility into individual engagement depth
  • Generic follow-up sequences for all attendees
  • Static CTAs served to every attendee identically
  • No connection between webinar data and Outreach sequences
After
  • ON24 with automated data sync to Marketo via custom objects
  • Engagement data flowing into contact records automatically
  • ON24 Prospect Engagement Profile (PEP) surfaced in SFDC
  • Per-attendee engagement depth visible to sales without manual work
  • Personalized Outreach sequences based on webinar interaction signals
  • Dynamic CTAs served during live webinar based on Marketo segments
  • Sub-campaigns in SFDC routing interactions to the right follow-up motion
The Build

The migration wasn't just a platform swap. The goal was to design a system where webinar engagement data could flow automatically into downstream tools, and where the webinar experience itself could respond to what we already knew about each attendee.

Data & Personalization Flow
1
Registration via Marketo
Registration captured through Marketo forms, creating program members and triggering confirmation and reminder sequences. ON24 receives registrant data through the integration, allowing use of Marketo's existing person records and segmentation data to personalize the webinar experience before it starts.
2
In-webinar dynamic content via Marketo segments
ON24's integration with Marketo allows segment data to drive personalized CTAs during the live experience. Attendees in different lifecycle stages, plan types, or customer archetypes see different calls to action, surfacing the most relevant next step for each person rather than a one-size-fits-all approach.
3
Post-event data sync to Marketo custom objects
After the event, ON24 writes engagement data (attendance status, minutes watched, poll responses, engagement score) into custom object records in Marketo on a per-event basis. Smart Campaigns trigger off these records to update program member statuses, fire lead scoring changes, and segment attendees for follow-up.
4
PEP URL surfaced in Salesforce
The ON24 Prospect Engagement Profile URL syncs to contact and lead records in Salesforce and is embedded in each record, giving sales reps a direct view to each attendee's full engagement history without touching a spreadsheet.
5
Sub-campaign routing into Outreach sequences
Webinar interactions are routed into sub-campaigns in Salesforce based on engagement signals, which feed personalized Outreach sequences. A rep following up with a high-engagement attendee gets a different starting point than one following up with a 10-minute partial attendee.
6
Marketo-driven follow-up for smaller accounts
Contacts assigned to lighter-touch CSM tiers receive post-event follow-up directly from Marketo: a recap email and a single targeted follow-up, segmented by attendance status and customer tier, without requiring sales rep involvement.

One of the less obvious challenges: Marketo custom objects cannot natively sync to Salesforce, which means attendee-level engagement data can't flow through the standard Marketo-SFDC sync. The workaround was using the ON24 Prospect Engagement Profile, embedded in each contact and lead record, giving sales a single-click view into individual engagement without requiring a separate data pipeline.

Results
$3.05M
Influenced ARR across 20 webinars in 2025
$850K
New pipeline influence ARR — highest on record
6,393
Total registrations across 20 events

Beyond the revenue numbers, the more meaningful outcome was structural. Sales reps went from working off flat spreadsheets to having per-attendee engagement context surfaced directly in Salesforce. The follow-up motion shifted from generic to signal-driven. And the webinar experience itself became a personalization layer rather than a broadcast.

The infrastructure now scales across any number of events without adding manual work per event, which was the original constraint that made the program hard to grow.

ON24MarketoSalesforceOutreachCustom ObjectsSmart CampaignsDynamic ContentGTM Systems