A webcast center of excellence via the ON24® Platform
Grant Thornton already knew that its webcasts were an excellent source for building brand awareness and lead generation. The company decided the best way to maximize the benefits from this marketing channel was to create a webcast center of excellence with the ON24® Platform. This solution enabled Grant Thornton to centralize digital marketing operations and deliver a branded digital experience.
Grant Thornton worked with ON24 to ensure that every experience was consistent and impactful. They created beautiful, functional webcast templates with customized backgrounds, icons, resource sections, speaker bios and more. “We created a cohesive feeling that you’re within Grant Thornton’s environment and not on someone else’s platform,” Megan Conheeney, Senior Associate, Digital Marketing at Grant Thornton said.
Grant Thornton can now be flexible with webcast content creation and execution thanks to ON24.
The team that produces webcasts deals with various subject matter experts and often needs to adapt quickly to address timely conversations and regulation changes. This ability to be agile is crucial to the success of Grant Thornton’s webcast strategy.
Most importantly, the ON24 Platform enables Grant Thornton to provide valuable webcast content for its audience in a strategic way. The company personalizes each weekly digest email so that every individual recipient gets industry content that is pertinent to them. This has resulted in an improved click-through rate of over 20%.
The data Grant Thornton gathers from the ON24 Platform helps the company evaluate how important webcasts are to its brand and its KPIs. Grant Thornton has been able to continuously optimize its program with the information ON24 provides, such as the best time to run a webcast or the impact of serialized content on registration numbers.