increase in leads per webinar
weeks of work saved
Use case: Demand generation
Industry: Financial services
Number of employees: 10,001+
The Invesco Asia Pacific team uses ON24 as part of their holistic demand generation program. They utilize data best practices and optimization of content to provide a superior customer and prospect experience.
With more than 8,000 employees across 25 countries, the independent global investment management firm, Invesco, is no stranger to the ON24 platform. The marketers in Invesco’s Asia Pacific regions have been using ON24 for quite some time but, like many companies, saw their use of the platform ramp up considerably during the pandemic.
When customer needs were changing, the marketers at Invesco prioritized data analysis because they wanted to understand their prospects and customers better. They also wanted a platform that would integrate smoothly with their Salesforce CRM and provide automatic lead hand-off to enhance their demand generation program.
Our client’s expectations and needs have drastically changed, and we found that ON24 met our needs for data analysis and had the capabilities we required from a digital engagement platform.
Chief Marketing Officer, Invesco Asia Pacific
Fortunately, ON24 was able to meet all their needs. Adrian Matuszewski, who works in Institutional Marketing for Invesco Asia Pacific, explained that ON24 plays an integral role in their demand generation program. This includes using ON24 for marketing to their existing clients and identifying product demand, as well as using direct inquiries from ON24 online sessions to understand their clients’ interests in specific topics and products. This allows their sales teams to follow up effectively, with personalized and engaging copy.
Early on, Invesco saw the value of ON24, and the more they used it, the more value they have been able to get from it. They are using the platform to improve their client’s digital experiences and provide a variety of engagement options during events such as CTAs to drive prospects to their website and forms. These CTAs provide clients and prospects with the opportunity to explore related content and directly request specific information or to get in touch with their sales teams.
With an ON24 Salesforce integration, Invesco now has smooth integration with Salesforce, automatically sending insights from digital events on the platform into their lead scoring model. Additionally, although Invesco already has contextual data within their CRM, they have worked on aligning the engagement scoring from the ON24 platform and plugging all that into their overall client interest framework for further retargeting which has led to stronger overall conversion rates.
Where before they were manually managing some of the tools provided in the platform, many elements are now automated within ON24, reducing manual processes significantly and saving time that has been able to be repurposed to content strategy investment. “The full data sync between our existing platforms like Salesforce and ON24 allows everything to run quite seamlessly with very minimal day-to-day input from our team,” said Matuszewski. “This was a journey and once we fully integrated these systems, the value was immediately apparent. You could see the outcome overnight once we were up and running.”
Invesco’s commitment to a data-driven approach and their adoption of the ON24 engagement framework has not only saved the marketing team time but has also helped boost their leads generated significantly.
They have saved weeks of manual work by employing ON24 automations. And, by taking advantage of the platform’s integration capabilities, they have also witnessed a 300% increase in leads per webinar.
Invesco isn’t resting on their laurels. Matuszewski said that their next step is to optimize how ON24 tools are used in their marketing mix. “It’s about optimization and maximizing its use in the context of our broader marketing strategy.”
Many elements within the ON24 platform have been automated. This has allowed us to reduce our workload significantly while helping us achieve the goals of our client interest program.
Institutional Marketing, Invesco Asia Pacific