As you can see above, 2025 is off to a strong start for OneStream Software. By partnering with Priority Experiences to host just three virtual events so far this year, they've already generated 153 marketing qualified leads, booked 54 meetings, and added $4.1 million in net new pipeline—with $919K already closed.
What’s even more impressive? These numbers aren’t a one-time spike—they’re part of a repeatable strategy OneStream has been refining over time.
Building on Proven Success
In 2024, OneStream hosted five virtual experiences with Priority, generating 300 MQLs, 165 meetings, $14 million in net new pipeline, and nearly $754,000 in closed-won revenue. The consistency year-over-year has made these experiences a reliable part of their field marketing playbook—especially when it comes to engaging net-new accounts.
"These events have truly become a key part of our strategy. We wouldn’t hit our pipeline goals without Priority Experiences."
— Vanessa Orbe, Senior Field Marketing Manager, South Region
Why Virtual Events Work
From custom cocktail kits to seasonal pairings like wine and chocolate, OneStream has leaned into highly curated experiences that stand out in a crowded inbox. Rather than generic webinars, these are interactive, camera-on experiences where attendees follow along with a live host, make drinks or snacks, and hear directly from both OneStream team members and happy customers.
"We’ve done so many types of events—bourbon tastings, Oktoberfest, mixology, sushi and sake, even charcuterie pairings. They all perform well, and we tailor them to the time of year or campaign theme."
— Caroline Herrera, Field Marketing Manager, West Region
The Playbook
Each event follows a thoughtful structure:
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Kickoff by a Sales Director welcoming the group
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Cocktail or tasting segment led by a charismatic host
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OneStream overview from the sales team
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Customer spotlight presentation (~15–20 min)
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Second or third tasting (depending on the kit)
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Live Q&A and raffle to close it out
The goal? Make sure the event delivers value, connection, and brand recall—without ever feeling like a sales pitch.
Strategic Impact
OneStream uses these virtual experiences exclusively for net-new pipeline generation. Unlike in-person events (which often attract existing customers), the ease and appeal of at-home cocktails or wine tastings make these events powerful door openers.
The result: meaningful conversations with hard-to-reach decision-makers, faster follow-ups, and serious pipeline.
"Even before an event happens, our reps are using the invite to book meetings. These experiences help open doors, but they also keep the conversation going."
— Caroline Herrera