Webinar Platform Migration
Led the end-to-end migration of ActivTrak's webinar platform from Zoom Webinar to ON24, managing technical implementation, cross-functional coordination, and process optimization for a program serving 6100+ registrants across 12-18 webinars annually with over $3 million in ARR influenced in 2025.
The Challenge
ActivTrak's webinar program had scaled to 12-18 webinars annually with 6,100+ registrants, but Zoom Webinar had become a data black hole. A limited Marketo integration restricted personalization capabilities and hindered both internal efficiency and attendee engagement.
Migrating required maintaining an uninterrupted webinar schedule while onboarding the new platform and architecting the data flow to our marketing stack (Marketo and Salesforce), improving attendee experience through enhanced personalization and dashboard customization, and streamlining internal workflows for marketing and sales follow-ups.
Platform Evolution
A side-by-side look at how the new platform addressed key limitations.
Zoom Webinar
Legacy Platform- Rigid content structureLimited dashboard customization options meant every webinar looked the same regardless of audience or content type
- Poor attendee personalizationLimited options to personalize the attendee dashboard to optimize for attendee conversion
- Limited data collection and manual reportingCRM integration only provided basic attendee information which meant reporting and any personalization in follow-up had to be achieved manually.
- Limited engagement toolsBasic polling and Q&A with no CTA or enhanced feedback features
- Limited brand customizationAble to adjust basics lilke background colors and logos, but unable to customize the look and feel of the platform to match brand standards
ON24
New Platform- Stronger integrationsCreated direct Marketo and Salesforce sync with custom object architecture to add reporting data to our marketing and sales tools
- Streamlined registration experienceUpdated registration experience integrating Marketo Landing Pages/Forms and featuring calendar links directly on the thank you page resulted in an almost 11% YoY attendance increase
- Dynamic content controlMarketo programs drive segmentation in the webinar platform to create highly personalized experiences
- Data driven event follow-upIntegrated customer event interaction data to personalize sales follow-up sequences resulting in a noticeable increase in effectiveness in early testing
- Template-based setupReusable Marketo templates and automated workflows reduced web setup and on-demand changeover time by 75%
- New branding opportunitiesBuilt dashboard templates with brand colors and fonts baked in, tying the webinar experience together with the website experience
Technical Implementation
The migration required building a robust technical foundation to ensure data integrity, seamless integrations, and dynamic content capabilities.
Custom Marketo Object
Created a custom object in Marketo specifically for webinar data management, enabling better tracking of data beyond registration status and attendance. We mapped engagement metrics, interaction data and on-demand viewing across the entire webinar lifecycle and automated follow-up campaigns for sales to work.
Salesforce Integration
Established bidirectional sync between ON24 and Salesforce to map campaign members and basic data for top level reporting. Mapped custom fields and objects to ensure sales teams had real-time visibility into prospect engagement during personalized follow-ups.
Dynamic Content Programs
Built Marketo programs to manage segmentation dynamically and push segments to ON24. Segments govern the webinar content based on audience demographics, company attributes, and engagement history. This enabled personalized CTAs, relevant resource recommendations, and targeted follow-up sequences powered by data from the platform itself.
Automated Campaign Routing
Designed and implemented automated email routing campaigns for sales follow-ups in real time after the webinar. Additionally, created on-demand notifications for sales to work leads coming in after the live event is over.
User Experience Improvements
Beyond technical capabilities, the new platform delivered meaningful improvements to the attendee experience.
New Engagement Options
Live reactions, interactive polls, and real-time Q&A create a more dynamic experience. Attendees can interact with each other and speakers during sessions.
Simplified Add-to-Calendar
Reduced add-to-calendar friction by hosting personal calendar invites on the thank you page. Attendees able to access their personal join link from a browser or email for one-click join.
On-Demand Flexibility
Automatic recording availability with personalized landing pages. Viewers can skip to relevant segments, access CTAs on-demand and download session resources directly from the player.
Mobile-Optimized Experience
Responsive design ensures seamless viewing across devices. Mobile attendees can fully interact with polls, and Q&A without compromising functionality.
Results & Impact
The migration delivered measurable improvements across operational efficiency, attendee engagement, and program scalability.
UX changes increased attendance by 11% across the same number of webinars YoY
Additional CTA Placements led to a 22% increase in performance between Zoom and ON24
Improved workflows and data boosted a $575k increase in ARR YoY with an upward trend via optimization
Reusable Marketo templates and workflows reduced web developer setup and on-demand changeover hours by 75%
Additional Outcomes
- Enhanced sales team visibility into webinar engagement through Salesforce integration
- Enabled dynamic content personalization based on audience segments and behavior
- Streamlined post-webinar workflows with automated follow-up and on-demand access
- Established scalable foundation for future webinar program growth
Cross-Functional Leadership
Success required coordinating across multiple teams and managing competing priorities throughout the migration.
Worked with marketing leadership to develop requirements, evaluated platform options and built the business case for leadership approval.
Architected data flow and integration strategy. Partnered with marketing ops to design custom object structure and field mapping. Created technical documentation for ongoing maintenance.
Ran test webinars on the new platform to validate functionality and evaluated performance through onboarding. Tested data sync, email workflows, and reporting dashboards. Gathered feedback from content team on UX improvements.
Migrated historical data and rebuilt automation workflows. Trained content teams on new platform features and best practices. Documented processes and created guides.