saves 3 days of work per webinar
increase in attorney certifications
months of manual work saved a year with ON24 automation
Products: ON24 Webcast Elite
Industry: Professional services, legal
Use cases: Demand generation, certification
In an increasingly regulated world, Covington & Burling LLP provides corporate, litigation, and regulatory expertise to help clients navigate their most complex business problems, deals and disputes. Founded in 1919, the firm has more than 1,300 lawyers in offices in Beijing, Boston, Brussels, Dubai, Frankfurt, Johannesburg,
London, Los Angeles, New York, Palo Alto, San Francisco, Seoul, Shanghai and Washington. The team at Covington & Burling expands their client base by establishing expertise and thought leadership through engaging digital certification experiences.
To attract new clients and expand their attorney network, the team at Covington & Burling rely on a series of virtual certification events to fuel their demand generation efforts. The software they were using produced disparate data, making it difficult for the team to educate and deliver on the needs of their audience, ultimately hindering their ability to develop new and existing client business.
The team was significantly limited in running their webinar program, with outdated technology that could not drive live engagement and capture data. Technical glitches often resulted in registrants being unable to attend or access content, and it was nearly impossible to measure results.
“Attendees were asked to share their full names and that was about the extent of our data collection,” said Hayes. “And our on-demand strategy was incredibly manual and limited us to audio files accessible on our website — without any other branding.”
Without the ability to scale their certification program, Hayes and his team were stuck in a race against the clock. They were forced to build every event from scratch, losing valuable on-demand content, wasting hours of time mapping insights and using their gut and intuition to manually score leads.
“We have never had these kind of analytics before. ON24 has been a godsend.”
Ryan Hayes
Global Head of Events
“ON24 was easy to adopt,” said Hayes. In just three weeks, the team was able to build a standardized certification program and workflow, enabling them to scale to global audiences. They were also able to unify all of the actionable engagement data, collected within one platform, and automate personalized follow-ups to effectively convert new clients.
Covington & Burling run a digital ON24 best practices bootcamp to enable members across the organization to stay up-to-date on the platform’s advanced features. Utilizing existing regional templates, they are able to execute quickly while maintaining brand consistently across every certification experience they deliver.
Covington & Burling’s new standardized approach has allowed them to scale their regional certification programs to global audiences. The team has the ability to easily customize webinar branding and interactions, depending on the audience segment or region, and prospective clients can access courses and events from anywhere in the world. “We were even able to deliver an event with live Japanese translation,” said Hayes.
To make these certifications even more accessible to larger audiences, the team leverages the effortless on-demand capabilities of ON24, which enable audiences to access and interact with pre-recorded webinars at any time, anywhere.
In addition, ON24 automatically aggregates data generated from event attendance, polls, surveys, Q&As, content downloads, live chat and more, to give the Covington & Burling team a 360-degree view of each attendee. Now, no matter whether an attendee engages live or on demand, the Covington team has all their audience engagement data unified in one central place.
Since adopting ON24, the team at Covington & Burling has reduced webinar setup time from a three day lead time to needing nearly zero runway. By leveraging branded event templates and automations on the platform, they saved months of manual work, and increased their certifications by 10% with the ability to seamlessly engage on-demand audiences.
“With ON24, we’re able to showcase our thought leadership, industry expertise and add value to our client relationships in a more meaningful way than any other digital channel,” said Hayes. “ON24 has been a powerful differentiator for our brand and firm, and the results speak for themselves — we have seen tremendous business development and growth in a short period of time and can’t wait to see what’s next.”
“With ON24, we’re able to showcase our thought leadership, industry expertise and add value to our client relationships in a more meaningful way than any other digital channel. This serves as a powerful differentiator for our brand and firm, ultimately resulting in business development and growth.”
Ryan Hayes
Global Head of Events
