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How Grant Thornton Australia used ON24 engagement data to scale its webinar program

20%

increase in new subscribers

40%

increase in webinar registrations

29%

increase in marketing touches per person

4%

increase in webinar-influenced revenue

About Grant Thornton Australia

 Employees: 1300

Products: ON24 Webcast Elite, ON24 Connect 

Use Case: Demand Generation 

Industry: Professional Services

Grant Thornton Australia is one of the world’s leading organisations of independent assurance, tax and advisory firms. 

Introduction

Grant Thornton Australia uses webinars to connect with prospects, customers, employees and partners. Learn how the team used ON24 engagement data to scale their webinar program, increase their subscriber base, operationalize workflows and directly impact revenue. 

 Employees: 1300

Products: ON24 Webcast Elite, ON24 Connect 

Use Case: Demand Generation 

Industry: Professional Services

Grant Thornton Australia is one of the world’s leading organisations of independent assurance, tax and advisory firms. 

Grant Thornton Australia uses webinars to connect with prospects, customers, employees and partners. Learn how the team used ON24 engagement data to scale their webinar program, increase their subscriber base, operationalize workflows and directly impact revenue. 

Problem

The team at Grant Thornton Australia has been using webinars as their standard go-to-market channel since 2020. However, their existing platform did not have the capability to support the team as they evolved their strategy to meet the expectations of modern audiences, including: 

  • On-demand webinars for audiences unable to attend live-event dates 
  • Personalized registration, event and follow-up experiences 
  • Virtual training programs for employees and external professional networks 
  • Large-scale, multi-day conferences to foster client engagement 

“While our existing platform worked, it was not elevating our client experiences or influencing much engagement,” said Brittney Kenward, Senior Manager, Campaigns & Digital Marketing. “We had to change things up and ON24 was an easy decision that stood out from the competition.” 

“We’ve actually been in the process of reviewing how we qualify leads, and this data has played such a key role in shaping that strategy and how we deliver touchpoints to our audience.” 

Brittney Kenward
Senior Manager | Campaigns & Digital Marketing

Solution

ON24 immediately enabled the team to increase online engagement with clients and prospects. ”We’ve been able to learn so much more about them, including what they are interested in and how they interact with our content,” said Kenward. 

“We’ve actually been in the process of reviewing how we qualify leads, and this data has played such a key role in shaping that strategy and how we deliver touchpoints to our audience.” 

With ON24, the team can also quickly and easily convert live events into on-demand experiences, helping them reach larger audiences and strengthen their account-based marketing programs. 

“We don’t have to fuss with downloads or neverending connection issues. We save so much time,” said Kenward. 

With ON24 Simulive, the team is able to deliver pre-recorded events while still being able to interact with attendees in real time. “I am completely sold,” said Kenward. “Simulive removes the pressure.” 

ON24 immediately enabled the team to increase online engagement with clients and prospects. ”We’ve been able to learn so much more about them, including what they are interested in and how they interact with our content,” said Kenward. 

“We’ve actually been in the process of reviewing how we qualify leads, and this data has played such a key role in shaping that strategy and how we deliver touchpoints to our audience.” 

With ON24, the team can also quickly and easily convert live events into on-demand experiences, helping them reach larger audiences and strengthen their account-based marketing programs. 

“We don’t have to fuss with downloads or neverending connection issues. We save so much time,” said Kenward. 

With ON24 Simulive, the team is able to deliver pre-recorded events while still being able to interact with attendees in real time. “I am completely sold,” said Kenward. “Simulive removes the pressure.” 

The team was actually able to seamlessly wrap up a two-day virtual event series that hosted 25 speakers across Australia, included six sessions and welcomed 2500+ attendees. “Everything ran just as planned.” 

Kenward’s favorite feature is the ability to track audience behavior across every digital experience her team delivers. “Not to sound corny, but marketing without data is like driving a car with your eyes closed. And now, with ON24, we know it’s really true.” 

To get more out of their data and make it easily accessible company-wide, the team leveraged an integration between ON24 and Marketo. Because of this integration, all of the detailed engagement insights captured by the ON24 platform feed directly into Marketo, which saves the team time and ensures prompt, relevant follow-up.

Results

Since adopting ON24, the team has seen a: 

  • 40% increase in registration 
  • 20% increase in new subscribers 
  • 29% increase in engagement 

Their webinar program has influenced a 4% total revenue growth which “might sound like a small impact but in context, it’s a huge impact,” said Kenward. “And we couldn’t have done it without ON24.” 

“While our existing platform worked, it didn’t influence our clients or inspire much engagement. We had to change things up and ON24 was an easy decision that stood out from competition.” 

Brittney Kenward
Senior Manager | Campaigns & Digital Marketing