New Webinars Created Over $1M in Pipeline in 1 Quarter – Opascope

One of the first challenges was Marketo, which the team had recently invested in.

“No one on the team knew how to use it. We did have an offshore agency to help out, but we soon realized that they did not have much — if any — Marketo experience. They kind of learned Marketo while managing our account, which is not ideal.”

But getting up to speed with Marketo wasn’t the only challenge. Besides building up the company’s long-neglected webinar program, the team wanted to launch a series of “evergreen” live demos, a task that ultimately required building new infrastructure from scratch.

The company’s webinar system was overly complex. Opascope streamlined the company’s excessively complex webinar system using a token-based approach.

New hires could catch up quickly thanks to extensive documentation, while cross-functional designs allowed members of multiple teams to share the same tools.

“The Opascope team came in with deep Marketo expertise and were able to jump right in and get to work,” Jen said. “But they also did so much more than that. Just as an example, they were instrumental in getting our webinar program to its feet, helping with setup and strategy. Opascope completely owned that success.”

Opascope also led the launch of a new series of evergreen, pre-recorded demos. To increase engagement, these demos required live chat and recurring autoplay functionality, which neither Marketo nor ON24 natively supported. So Opascope built new Marketo-compatible webinar players from scratch.

“Even though we worked closely together, I still don’t know all of their accomplishments while they worked with us,” Jen said. “Their time became a valuable resource, and the team was often pulled away to work on things that I never even knew about. As a manager, it’s great to never need to babysit.”

After adopting Opascope’s many enhancements and streamlined processes, the company soon began to see actual results from its marketing efforts. For the first time, it could reliably execute high-quality webinars, which soon became an essential element of its B2B strategy.

“Opascope’s live demo system has proven to be one of the most effective sales tools in the company’s history, converting over 5% of marketing-qualified opportunities and winning over 44% of sales-qualified ones.” These campaigns brought new opportunities worth hundreds of thousands of dollars into the company’s pipeline over a single quarter, while the overall webinar program drove over a million dollars in the pipeline during the same period.

By working with Opascope, the company was able to bring its marketing technology and strategy to the next level.

“The Opascope team are some of the few consultants I have worked with that really takes ownership,” Jen said. “Other people that I’ve worked with will usually get their tasks done, but they were different. They never seemed like consultants. They took complete ownership of the jobs we gave them.”