Salesloft increases pipeline capture by 77% after switching to Sequel.io

Salesloft is an AI-powered revenue orchestration platform that helps sales teams elevate the entire customer journey. Their solution enables businesses to maximize revenue, increase lifetime value, and delight their customers and prospects with every touch point.

As a continuation of their core promise, Salesloft’s marketing team wanted to create a robust webinar strategy to provide high-quality, evergreen content to their community. Not to mention showcase their newly launched brand that they wanted to integrate into every aspect of the business.

However, they weren’t able to scale their program with their existing provider and ensure the audience experience was frictionless. This was due to these core challenges:

Creating each webinar and integrating it with Marketo was a tedious endeavor
They couldn’t send their audience to the Salesloft domain and engage them directly on their website, hindering their ability to convert registrations into pipeline
They only had access to limited audience engagement data

To put these challenges behind them and highlight their beautiful new brand, Salesloft looked to Sequel.io to help create a scalable webinar program that would drive engagement and conversions.

Reducing manual webinar tasks by 67%

As the Marketing Operations Manager leading the migration to Sequel, Nadine Regan wanted to ensure that the entire webinar creation process was seamless by automating workflows and easily integrating with Marketo.

Looking back, integrating their previous webinar solution with Marketo was tedious and required time-intensive work for every event they wanted to create. It would take nearly an hour to manually connect each webinar with their campaigns in Marketo, leaving room for human error.

After deciding to transition to Sequel, Nadine was able to quickly connect the solution with their Marketo account. The integration ensures that all the engagement data collected in Sequel is automatically synced to the right campaign and updating lead scores accurately. Now, the marketing team is growing their webinar program without having to add additional hours of manual work to their plates.

Capturing 77% more pipeline after switching to Sequel.io

With the depreciation of cookies, it was also important for them to collect as much first-party data with their webinars as possible. Because their previous provider ran webinars through their domain, the data Salesloft had access to was severely limited and wasn’t always easy to draw actionable insights from.

Nadine saw the immediate value of hosting webinars on the Salesloft website since all the engagement data would be captured in their website analytics tools on top of their Sequel analytics. Because Sequel.io is designed to do exactly that, the entire team has been able to better understand the overall customer journey and proactively identify intent.

Since switching to Sequel.io, Salesloft has seen pipeline capture increase by 77% as they’ve continued to host webinars directly on their website. It also allows them to make quick business and strategy decisions based on all the data and actionable insights provided in Sequel’s Analytics dashboard.

Increasing on-demand views by 75%

Hosting webinars on the Salesloft website brought the audience experience to another level. Their webinars are now an immersive brand experience, naturally putting their audience in front of high-intent CTAs. It also allows registrants to navigate the website to learn more about the solution.

But the icing on the cake is that they were able to increase on-demand views by 75% simply by providing instant on-demand replays to their audience. Instead of making their audience wait 24 hours for the webinar recording to be ready with their previous webinar solution, Sequel.io allows Salesloft’s marketing team to share the recording automatically after each webinar has ended. If an attendee has only missed a few minutes of the session, they’re able to quickly access the recording before they forget about it.

After the transition to Sequel, Nadine and the Salesloft team have been able to create a scalable webinar program by design that drives engagement and brings transparency to the entire customer journey.