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Global X ETFs 3x’s webinar attendance with ON24

Learn to change how you engage audiences with Pam Didner, speaker, author and B2B Marketeer, at ON24X. 🪄 Register here 

Get started
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Global X ETFs 3X’s webinar attendance with ON24

  • 304%

    increase in attendance

  • 265%

    increase in registration

  • 50%

    increase in engagement

Capabilities

Industry

Use Cases

Number of Employees

  • 0 to 250

Introduction

Global X ETFs, a member of Mirae Asset Financial Group, boasts a product lineup that includes disruptive technology, equity income and commodities to name a few. Their global mission is to empower investors with unexplored and intelligent solutions. 

The marketing team at the Global X Australian office in Sydney had been using another webinar platform but knew they needed to make a change. They were on the hunt for a digital events platform that had more to offer in terms of creativity, ease of use and the ability to automate certain tasks in order ‌to drive results, education and, ultimately, revenue.



Problem

The marketers at Global X ETFs in Australia were no stranger to webinars and their potential for driving their business goals forward. They had been using another platform for some years. However, following a merger which resulted in a major rebrand and new business objectives they found that the platform was not fit for purpose. They were finding the platform complicated, clunky and outdated. And, because the previous platform wasn’t intuitive or user-friendly, internal stakeholders were dissatisfied, making it difficult to scale usage across their teams.

They needed a webinar solution that offered a customizable platform and was easy to use by their team as well as guest speakers and moderators. They also found they were doing a lot of manual tasks, including manually checking and sending out certificates earned during webinars, that was eating into valuable time that could be better spent on strategy, so automation was a must, as was an easy to use integration with Salesforce and Pardot.

Solution

During their search for a new webinar platform, the Global X team found that ON24 ticked all their boxes. The ability to customize the platform was a big contributor to their decision to sign up with ON24. “We have strict brand guidelines after a recent rebrand. We couldn’t customize with our previous platform, but with ON24 we can just make it all ours,” explained Natalie Galloway, Marketing Associate at Global X. 

The customization and ease of use also impressed Amelia Serdoz, Senior Marketing Manager at Global X, “It’s much easier to manage. Despite our stakeholders having varying levels of tech capabilities, all  have been able to adopt it quite quickly. The engagement tools have been the key to our current success. Although comparable platforms do offer basic tools, the level and scale of customization with ON24 has really helped to bring our brand to life. ” 

Another massive improvement was that ON24 connected with Salesforce and Pardot. Where they used to have to manually download data from one platform and upload it to another, they were not able to provide quick and instant analytics directly to their sales team. This also means that sales is kept in the loop as early as the registration process. They are now able to self-serve registration data for specific campaigns, such as how many people have registered and who they are, instead of having to ask marketing to pull registration reports. 

Having a support team based in Sydney was yet another key differentiator for choosing the ON24 platform. “When we were implementing the platform, we had ‌a local support team here. Our contact Michael Harris was incredibly helpful and almost an extension of our team,” Galloway said. “He was great at setting us up with training sessions, taking us through the platforms that made it really easy to implement it at the start.”

Results

A look at certain key metrics highlights the benefits of Global X making the switch to ON24. Since signing on with ON24 just over a year ago, the team has seen a 265% rise in registrations. Moreover, attendance has shot up 304% in that time. 

While it’s sometimes difficult to measure, the marketers at Global X have also gained back time that was once spent on tasks such as processing certifications or uploading data into their CRM and MAP manually. Not only does this mean that they have more time to spend on making actionable insights, but it also benefits the audience. “It’s a two-prong benefit,” said Stefania Dundas, Marketing Optimisation Manager, at Global X. “It’s a benefit to the client as they’re able to get a certificate in a timely manner, but then it’s also a benefit to our team in efficiency.”

The ability to customize the ON24 platform alongside the wealth of engagement tools made a noticeable difference in engagement. Global X is now creating experiences, including a virtual trip to the Taj Mahal featured in the 10 Examples of Next-Gen Webinars and Virtual Events, and employing engagement tools such as polling, Q&A, recommended content and banners with clickable CTAs. This has resulted in a 50% increase in engagement. 

“The engagement tools have been key to our current success. Although comparable platforms do offer basic ones, the level of customisation with ON24 has helped bring our brand to life.”

Amelia Serdoz, Senior Marketing Manager, Global X

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