increase in webinar output
shorter qualified lead cycle
Product: ON24 Webcast Elite
Use case: Demand Generation
Industry: Professional Services
Number of employees: 10,001+
MYOB is a leading business management platform providing accounting, tax, payroll, CRM, retail POS and financial services solutions to businesses with up to 1,000 employees in Australia and New Zealand. The company was founded in 1991 and is headquartered in Cremorne, Victoria, Australia.
Currently, MYOB has more than 40,000 advisors to support clients. Clients access MYOB’s suite of business solutions through a subscription system that is customizable to each client’s needs.
MYOB often hosts face-to-face events to inform, educate and build relationships with customers. With more than 200 events planned for 2020, the company had to quickly pivot to a virtual-event model.
When searching for a platform to power their new digital experience program, MYOB wanted a well-established service.
“We looked for something that was tried and trusted,” said Alison Tovey, Events Director at MYOB. “We wanted to offer our attendees something that was more than a standard Zoom or Teams meeting.”
With ON24’s self-paced training modules, Tovey and her team were able to learn the platform and hit the ground running with their first event. In the first month of digital events, Tovey and her team produced eight to 10 events, and within eight months the team was delivering just over 60 events per month.
“We wanted to offer our attendees something that was more than a standard Zoom or Teams meeting.”
The event management team at MYOB has turned their online events into a full-fledged digital experience program with 239 events in a single year. They produce a wide variety of events to keep clients interested and engaged, including educational workshops, product launches and tutorials, sales kickoffs, reward and recognition celebrations, hack days, internal events like Town Hall updates and interviews, happy hours and cocktail parties.
“Our digital program has absolutely exploded. We’ve digitized everything! We love pushing the boundaries outside of a standard webinar to see what all we can use the platform for,” said Tovey.
Since pivoting to digital events, Tovey and her team have seen several benefits such as being able to plan more events in a shorter time frame, include international presenters and increase attendee reach without being limited by time, travel and language constraints.
The MYOB team has also leveraged an on-demand event model, which increases total attendance and maximizes audience insights and engagement. On-demand viewing helps MYOB clients participate at times that work for them while still allowing them to engage with the experience, giving the company better understanding of their clients, and the challenges and pain points they face.
“We’ve never had this much customer insight and engagement before. We get amazing insights on what our customers are interested in, what they want more information about and what they’re getting out of the events,” said Tovey.
Since partnering with ON24, MYOB’s digital-event program went from eight to 10 events in the first month, and eventually grew to over 60 events per month. Switching to digital events has allowed the company to reach a wider audience without the geographical limitations of face-to-face events, and allows MYOB customers to engage with the company more often.
Within one year, MYOB saw a 65% registrant to attendee conversion rate. Though on-demand viewing “is becoming more of an expectation than a perk,” MYOB still has 85% of its audience tune in live.
“We’re really, really happy with the value we are getting out of our subscription. I can’t imagine not having it,” said Tovey.
Going forward, MYOB plans to continue hosting 1:1 and group discussions via ON24 Breakouts (a product within ON24 Webcast Elite) to build better, stronger relationships with event and webinar attendees, and is looking forward to incorporating hybrid events into their event mix.
“We plan to have our live audience on their devices and using the platform during the event,” said Tovey. “They can ask questions, download resources and participate in polls while still being part of the in-person event.”
“We’re really happy with the value we are getting out of our subscription. I can’t imagine not having it.”