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increase in agency partners enabled to sell FFVA’s insurance since switching to ON24
increase in policyholders enabled to sell insurance through viewing on-demand educational digital experiences
certificates awarded to agency partners—a huge driver of attendance
Products: ON24 Webcast Elite, ON24 Connect – SFDC CRM Integration
Use Cases: Member Enrollment; Partner Enablement
Industry: Financial Services
FFVA Mutual is a Florida-based regional insurance carrier specializing in workers’ compensation since 1956. The company insures a variety of businesses in all major industry groups and underwrites business in 10 states.
FFVA Mutual enables companies to improve safety practices, resolve claims quickly and help injured employees get back to work. Agency relationships are at the core of FFVA’s business. The organization works with insurance agency partners to build proactive, long lasting relationships.
FFVA also works with policyholders (employers) to insure their businesses, supporting these stakeholders with on-site, in-person and online safety guidance and training programs along with responsive claim handling.
“Our goal is to keep people educated so they can remain safe at work. If someone does get injured, we want to help them return to work safely, make them feel valued and keep morale up for the company,” said Angelique Greven, Digital Marketing Manager at FFVA Mutual.
Engaging insurance partners is an important business objective for FFVA because it helps educate and enable partners to sell FFVA’s insurance products, which drives revenue for the company. Educational digital experiences are a key component of the organization’s partnership strategy.
A lack of flexibility and scalability
Prior to working with ON24, FFVA Mutual used GoToWebinar to deliver online education to its agents and policyholders. However, this became problematic when FFVA began to attract larger audiences for its webinars. The organization needed a solution that could accommodate over 100 attendees and make content accessible anytime.
In addition, FFVA needed a way to entice agents and policyholders to attend its digital experiences and wanted to offer continuing education credits to drive attendance and engagement. FFVA needed a solution that could streamline the continuing education process.
“When we transitioned to ON24, we were impressed with the fact that we could quickly offer on-demand viewings for all our recordings without losing viewer engagement and data.”
Digital Marketing Manager, FFVA Mutual
An engaging, data-driven partner education program
FFVA Mutual decided to purchase ON24 Webcast Elite because of the solution’s ability to scale digital experiences to a large audience. The organization began creating events to educate its agents and policyholders so that they could help drive revenue by selling FFVA’s workers’ compensation insurance.
To decide on the topics for its digital enablement program, FFVA reviews information such as recent trending injuries. For example, if the team finds that ladder falls have increased in the past quarter, they’ll run a webinar on that topic. FFVA’s safety consultants present during the digital experiences, which helps build audience relationships and drive customer retention.
“We didn’t really like our previous solution,” Greven said. “You couldn’t do on-demand webinars. When we transitioned to ON24, we were smitten with the fact that we could quickly and easily offer on-demand viewings for all our recordings so they’d continue driving engagement after the live event. We also offer a branded certificate for webinar attendees. When we found out we were able to add that as a new feature, we were thrilled. It’s a huge draw that our audience loves,” Greven said.
Knowing that its audience members have busy schedules, FFVA has designed its digital experience program so that people can attend whenever and wherever best suits their needs.
“Now that people are aware they can watch our webinars on-demand and still get a certificate, we’re driving more overall attendance. We’re happy that people are viewing the content on-demand,” Greven said.
In addition, with the ON24 platform, FFVA no longer has a limit on webinar attendees.
FFVA has integrated the ON24 platform with its Salesforce CRM. For each digital experience, audience engagement data and insights are pushed into Salesforce. Now, stakeholders in the organization can see not only the registrants, attendees, and on-demand views in real-time, but they can also see attendee interactivity.
FFVA also uses the ON24 survey engagement tool to ask attendees questions such as whether they have login information for the safety area on FFVA’s website, how they liked a digital experience (ranked from 1 to 5) or what other webinar topics they’d like to see offered.
FFVA has increased the number of agency partners it enables to sell its insurance products by 49% since switching to the ON24 platform, due in part to the platform’s ability to scale digital experiences to a large audience. The company has also awarded 829 educational certificates to insurance agency partners, who consider the certificates a huge draw for attending FFVA’s digital experiences. The FFVA certificates through the ON24 platform drive not only digital experience attendance, but also engagement, which ultimately reinforces the value of the content.
After each digital experience is finished, Greven sends the presenter an external link to ON24 Intelligence’s robust analytics. These statistics show how many attendees earned and downloaded a certificate after each event, which questions the presenter still needs to answer, and all of the survey results, helping to inform future webinar topics.
In addition, FFVA has seen a 31% increase in enabling policyholders to sell its insurance through on-demand digital experience views, which drives even greater revenue for the company.
“We love the ON24 survey engagement tool. It has been really helpful for taking advantage of a captive audience and getting feedback,”
Digital Marketing Manager, FFVA Mutual