How 1-800Accountant converts 1 in 10 webinar attendees to paying customers via ON24 Platform

About 1-800Accountant

Industry: Professional Services

ON24 Solution: ON24 Webcast Elite

Summary

1-800Accountant’s webinar program has become one of its top marketing tools to drive new business. On average, 35 percent of webinar attendees schedule a one-to-one meeting with an expert during a webinar, and 33 percent of those turn into customers. Averaging over more than 900 webinars this year, approximately 1 in 10 attendees converted into paying customers.

Industry: Professional Services

ON24 Solution: ON24 Webcast Elite

1-800Accountant’s webinar program has become one of its top marketing tools to drive new business. On average, 35 percent of webinar attendees schedule a one-to-one meeting with an expert during a webinar, and 33 percent of those turn into customers. Averaging over more than 900 webinars this year, approximately 1 in 10 attendees converted into paying customers.

Situation

A cost-effective way to reach thousands of small businesses

1-800Accountant looked to disrupt the traditional small business accounting world by providing a cost-effective subscription offering with a full-service virtual accountant, alleviating the pain of working with an expensive firm. With thousands of small businesses in the country, 1-800Accountant needed a way to reach busy business owners at scale and cost-effectively. As it partnered with groups like LegalZoom and Sam’s Club, it decided webinars were the perfect marketing tool to tap into these networks to drive new inquires about its services.

Solution

ON24® simulive webinars + the right content = more paying customers

1-800Accountant found new small business owners were primarily concerned with learning how to receive tax deductions. By establishing itself as an industry thought leader and providing the fundamental information free of charge, 1-800Accountant used its “Intro to Business Taxes” webinar to attract owners who potentially had a need for accounting services.

However, with the high demand for this information, 1-800Accountant found it difficult to scale and extend the reach of its content.

ON24® simulive webinars + the right content = more paying customers

1-800Accountant found new small business owners were primarily concerned with learning how to receive tax deductions. By establishing itself as an industry thought leader and providing the fundamental information free of charge, 1-800Accountant used its “Intro to Business Taxes” webinar to attract owners who potentially had a need for accounting services.

However, with the high demand for this information, 1-800Accountant found it difficult to scale and extend the reach of its content.

To cater to busy business owners and save 1-800Accountant internal resources, it developed a webinar program using ON24 simulive. After recording the webinar session just once, 1-800Accountant scheduled webinars like they were live events, multiple days a week at various times, giving business owners plenty of opportunities to watch a session. With the ease of use of ON24 setup, 1-800Accountant could clone and schedule hundreds of events in minutes. The event would automatically play the original recording, then 1-800Accountant representatives would answer live Q&A during the simulive event, and follow up with the attendees who wanted a one-on-one meeting.

Results

1-800Accountant’s webinar program has become one of its top marketing tools to drive new business. On average, 35 percent of webinar attendees scheduled a one-on-one meeting with an expert during a webinar and 33 percent of those attendees turned into customers. Averaging over 900+ webinars this year, approximately 1 in 10 attendees converted into paying customers.

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