In 2018, Deloitte’s Poland team was tasked with advising regional clients and prospects on pending VAT (value added tax) regulation changes that took effect at the beginning of July.
The goal of this program was to generate leads with new and existing clients and create cross-selling opportunities for additional services. The Deloitte team had to meet aggressive revenue goals in just six months, which presented the enormous challenge of reaching a large number of Polish CFOs, tax directors and tax controllers before the new tax regulations took effect and educating them.
It was a huge opportunity, constrained by a narrow time window, which required an aggressive outreach program and a strategic marketing approach to accelerate the education process and convert new business leads into wins.
To accomplish these goals, Deloitte created a multi-tiered marketing campaign that incorporated a strong mix of live seminars, premium content, SEO, PR and webinars to drive awareness and interest.
Deloitte chose the ON24 Platform to run a series of webinars aimed at educating clients and new prospects about the upcoming VAT regulation changes. These webinars provided the best way to engage the largest number of people in an interactive, high-touch conversation that both educated audience members and provided valuable, real-time feedback to Deloitte on the needs and interests of their prospects.
Each webinar featured live Q&A sessions where audience members could interact with Deloitte presenters and real-time polling, allowing viewers to take an active role in the webinar and to provide feedback and direction on the topics being discussed.
Once the live webinars were completed, Deloitte then archived the webinar campaigns and made them available on demand for anyone who couldn’t attend the original webinar, helping maximize eyeballs on their content.