per year in savings
in revenue attributed to ON24 webinars
increase in revenue year over year
Number of employees: 2,501-10,000
The team at Guardian leverages ON24 to deliver exceptional member engagement, partner enablement, professional certification, and demand generation programs, delivering targeted digital experiences that engage diverse audiences effectively while scaling their digital events.
The mission of Guardian Life Insurance is to make a difference when it matters most for people. Every year, the team would host roadshows across the country, to connect with their members in person, providing education about benefits and learning about their needs. When the pandemic halted in-person events, Guardian suddenly found itself with a massive gap in their member engagement.
The only digital events Guardian hosted were internal town hall meetings. Their entire member engagement program relied on these in-person roadshows that were no longer an option.
They quickly realized they needed to pivot their marketing strategy to find new ways to reach their audiences, so they could continue to reach people when it mattered most — at scale. To do this, the team realized that generic one-side-fits-all solutions didn’t allow them to create the tailored experiences they were hoping to provide to their key audiences.
Guardian began their search for a digital engagement platform that allowed them to connect, engage and educate their customers in a way that would resonate with them. The team had the added challenge of
meeting compliance and security regulations required when dealing with sensitive health data.
While deploying a new webinar program for member enrollment with ON24, Gene Lanzoni, Vice President of Enterprise Content Marketing, recognized the opportunity to rethink their event strategy entirely. He
realized that other marketing motions could benefit from leveraging ON24, including partners and benefits brokers.
Their marketing team now had one solution that could help them scale both member and partner engagement, without needing to add more resources. Their very first webinar with ON24 attracted over 17,000 attendees.
With the technology in place, the team was able to execute a variety of events including certification courses, training and interactive webinars, with customized calls-to-action and engagement tools tailored for each region and audience segment. With a set of templates in place, Guardian was able to easily replicate experiences that were pre-approved by compliance while providing a tailored experience to their audience.
Guardian was able to ramp up so quickly and efficiently because ON24 not only captured audience engagement but also automatically triggered
workflows within Salesforce for their sales teams, saving them months of manual data exports.
They were also able to completely automate the certification progress for partners and brokers across multiple geographical regions.
Now, with a digital-first engagement strategy, Guardian can leverage their rich audience insights to continue optimizing their webinars for member enrollment, group benefit education and certification, providing them with tailored experiences that make a difference in their lives – no matter where they are.
By adopting ON24, Guardian has completely transformed their member and partner engagement strategy. This new digital approach saved the team more than $100K per year and allowed them to expand their audience reach, resulting in more engagement data and revenue growth.
The digital engagement collected on the platform resulted in 92% year-over-year increase in revenue, with an impressive $58MM attributed to ON24-powered digital experiences. With thousands of deep audience insights generated from their weekly webinars and new experience types ramping up, including continuing professional education (CPE) credits
and product licenses and state compliance certifications for partners, the numbers will only continue to grow.
The ability to use the ON24 platform across multiple use cases and event types has opened a new world of possibilities for Guardian.
“Switching from an in-person to a digital-first engagement strategy with ON24 has saved us months of manual work and hundreds of thousands of dollars in event set-up. We’ve also been able to amplify the reach
of our content, leading to over 58 million dollars in revenue for our business.”
Vice President, Enterprise Content Marketing at Guardian