Increase in Profitability YoY for Digital Activities
Increase reach in Asia from Asia by going digital
Use Case: Customer & Product Marketing
Industry: Information Services
Launched in 2015, the B2B Marketing Leaders Forum is firmly established as APAC’s largest community of B2B marketers with yearly in-person and virtual events in Sydney, Melbourne, Singapore and virtually across Asia and APAC.
As an organization that relies almost exclusively on delegate and sponsorship revenue from physical events, the shift to a digital world meant the team needed to transition their annual B2B Marketing Leaders Forum from a series of in-person events to a virtual experience – and fast.
Kristy Albers, General Manager of the B2B Marketing Leaders Forum, APAC did not want to merely replicate an in-person event. She wanted to create a unique and premium virtual-event experience that would go beyond the limitations of traditional, physical events.
To turn her vision into a reality, Albers needed to find a platform that could do five things:
“For us it’s about giving our audiences what they want, which is quality content, practical insights, education, inspiration, and community.”
General Manager APAC
With ON24, Kristy was able to create a fully-branded, immersive virtual event that continued to bring the B2B Marketing Leaders Forum community together in a real, authentic way.
“Our business is only successful if our audience is engaged,” said Albers.” For us it’s about giving our audiences what they want, which is quality content, practical insights, education, inspiration, and community.”
Event keynote sessions and breakouts were made available in one centralized live-event page powered by ON24 Engagement Hub, and delivered as interactive, dynamic webinar experiences in ON24 Webcast Elite. Many of these experiences included multiple speakers and provided opportunities for attendees to engage with presenters and other attendees in real time.
To help them capture attendee questions and challenges, the team leveraged engagement tools like chat, polls, surveys and additional content offers. Not only did that keep attendees engaged throughout the event, it also provided valuable audience insights that could be used to personalize follow-messaging and even help them plan upcoming event agendas that would resonate with target audiences.
Sponsors and delegates were offered customizable booth-style event landing pages (powered by ON24 Target) on which they were able to host complementary resources like videos, whitepapers, reports and capture net-new leads.
But, for an organization that puts customer-centricity above all else, “the first party engagement data ON24 provided was invaluable,” said Albers.
“The metrics are so clear and digestible, and being able to seamlessly share that rich lead information with partners and sponsors made the experience all the more valuable to both them and us,” said Albers.
Since making the shift to ON24, the B2B Marketing Leaders Forum has seen a 50% increase in Profitability YoY for digital activities and increased their reach in Asia Pacific by 4X.
The team has already begun planning for the future and, according to Albers, digital will continue to play an important role in their event model going forward. “In fact, for the first time ever we have digital revenue targets, and they’re growing annually.”
Albers’ advice to marketers looking for new ways to engage digital-first audiences is this: “Don’t settle for the Status quo. Break the mould and try something new.” With ON24, Albers and her team are able to do exactly that, and the results speak for themselves.
“The first party engagement data ON24 provided was invaluable.”
General Manager APAC