Overview
- Keep engagement high: Interaction helps to attract and identify attendees with intent
- Automate processes and integrate data: Eliminate manual tasks to save time and scale your events
- Drive personalization with AI: Personalized experiences drive revenue with 2.5X more meetings booked
Financial services marketers are under pressure to do more with less. Smaller teams, tighter budgets and stricter compliance demands make it tough to run high-performing campaigns — let alone generate leads and sales. And with digital distractions just a click away, it’s harder than ever to capture attention, keep audiences engaged and collect quality data for sales follow-up.
Many marketing teams in financial services are still stuck with fragmented tools and manual workflows. They’re spending hours managing spreadsheets, moving data between platforms, or chasing down engagement reports. Others are trying to scale webinars and events with limited resources and little insight into what’s actually working.
So, let’s have a look at three ways financial services marketers are using ON24 to solve these challenges. You’ll also see how teams from other financial services companies are getting measurable results by rethinking their approach to digital engagement.
1. Keep engagement high
To reach and retain a larger audience, engagement is essential. Webinars and virtual events that are interactive and engaging keep audiences logged in and coming back for more. In return, you receive an abundance of first-party data so you can identify the most engaged attendees for sales outreach as well as discover where they are in their journey. Engagement data also lets you know which content appeals to your audience and what content misses the mark.
As a real-life example, financial services tech company, Praemium, wanted to scale its webinar program, including the professional development program. By switching to ON24, their marketing team was able to create seamless and interactive experiences for their prospects and clients, using an array of engagement tools and on-demand capabilities. This resulted in a 4X increase in webinars run and a 55% increase in registrations.
2. Reduce manual processes with automation and integration
Praemium also benefited from automation by streamlining its professional certification program. The team shaved off hours of time that they used to spend processing certifications manually by using ON24’s automation capabilities.
With slimmer teams and budgets, financial services marketers benefit from automation and integration. Automation saves time — letting your team concentrate more on strategy — while integration gets first-party data from your webinars and virtual events into your CRM and marketing automation platform. The result is that sales can follow up quickly on those attendees who appear ready for outreach, using how attendees engaged to personalize their outreach.
That was what the marketing team at Global X EFT in Australia did. They used the ON24 integration with Salesforce and Pardot to automate data uploading, eliminating the need to manually download data only to have to upload it elsewhere. Their sales team is now able to self-serve registration data for campaigns without needing to get marketing involved.
Automation also helped streamline their certification process. According to Stefania Dundas, Marketing Optimisation Manager at Global X:
“It’s a two-prong benefit. It’s a benefit to the client as they’re able to get a certificate in a timely manner, but then it’s also a benefit to our team in efficiency.”
3. Use AI to drive personalization
By now, marketers know that personalization has a measurable impact on results. ON24 benchmark data shows that financial firms are benefiting from personalization, with personalized experiences yielding a 3X increase in upcoming webinar registration and 2.5X increase in meetings booking per page over the previous year.
When marketers at Nasdaq brought their webinar program in-house, ON24 integration gave them the engagement data they needed to personalize their outreach based on the content attendees were showing interest in. They also shared that they have plans to use ON24 AI-powered ACE to further their personalization.
Financial services marketers are also embracing the use of AI faster than other sectors. In fact, in 2024 they increased the use of AI to generate promotional content such as emails, landing page headlines and social media posts by 2.5X year-over-year. Alongside shaving time off of content creation, AI also helps marketers with personalization efforts — helping financial services firms not only reach a wider audience, but the right audience.
Want to see more examples of how financial services companies are using webinars and virtual events to multiply their impact? Download the lookbook 14 Digital Experiences That Drive Advisor and Client Engagement Strategies for Financial Services.