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Investopedia increases prospect and customer connections by 300% with ON24 Platform

300%

Increase in direct reach in three years

150+

Survey responses per-webinar

95%

Of attendees watch the entire event

About Investopedia

Employees: 100–250

Products: ON24 Webcast Elite

Use Cases: Live Professional Certification, Demand Generation, Customer & Product Marketing, Member Enrollment

Industries: Financial Services, Information Services

Investopedia is a financial and investment site that helps investors understand financial concepts, improve their investing skills, and learn how to manage their money.

Problem

Prior to partnering with ON24, around 80 percent of its traffic came through organic Google search.

But algorithms and internet search functions change constantly, meaning Investopedia needed to find other channels to create a more sustainable, direct engagement source. Through experience and research, Investopedia understood webinars were a popular medium to instruct and interact users.

Employees: 100–250

Products: ON24 Webcast Elite

Use Cases: Live Professional Certification, Demand Generation, Customer & Product Marketing, Member Enrollment

Industries: Financial Services, Information Services

Investopedia is a financial and investment site that helps investors understand financial concepts, improve their investing skills, and learn how to manage their money.

Prior to partnering with ON24, around 80 percent of its traffic came through organic Google search.

But algorithms and internet search functions change constantly, meaning Investopedia needed to find other channels to create a more sustainable, direct engagement source. Through experience and research, Investopedia understood webinars were a popular medium to instruct and interact users.

Solution

The company’s webinars were already monetizing, so it decided to work with ON24 to expand its webinar use across different business lines. It specifically chose to use ON24 to focus on:

  • Revenue generation with advertising partners. Advertising partners need to generate leads. So Investopedia brought on advertisers to sponsor its webinars. With webinars, both Investopedia and advertisers found a channel to monetize, distribute branded content and engage with potential customers
  • Advisor education and certification. Investopedia taught its customers, but also needed to support its network of financial advisors. Through ON24, Investopedia now has an easy-to-access outlet for continuing education credit.
  • Creating lifetime user engagement. Investopedia’s webinars allow contributors to build and deepen 1:1 relationships with users.By expanding its webinar content into these key areas of the business with ON24’s platform, Investopedia drew in customers outside of Google search rankings and increased its direct engagement sources by 300 percent in three years.

The company’s webinars were already monetizing, so it decided to work with ON24 to expand its webinar use across different business lines. It specifically chose to use ON24 to focus on:

  • Revenue generation with advertising partners. Advertising partners need to generate leads. So Investopedia brought on advertisers to sponsor its webinars. With webinars, both Investopedia and advertisers found a channel to monetize, distribute branded content and engage with potential customers
  • Advisor education and certification. Investopedia taught its customers, but also needed to support its network of financial advisors. Through ON24, Investopedia now has an easy-to-access outlet for continuing education credit.
  • Creating lifetime user engagement. Investopedia’s webinars allow contributors to build and deepen 1:1 relationships with users.By expanding its webinar content into these key areas of the business with ON24’s platform, Investopedia drew in customers outside of Google search rankings and increased its direct engagement sources by 300 percent in three years.

A webinar platform that goes beyond the initial webinar experience and provides the tools to look holistically at webinars as a functional part of all areas of business.

  • Actionable Analytics with ON24’s robust analytics, Investopedia furnished advertising partners with detailed reports on webinar engagement, viewing duration and more. Coupled with ON24’s survey tools, Investopedia and its advertisers developed meaningful and relevant content over time to drive up customer leads and ultimately bottom lines.
  • Customizable Branding and Aesthetics. Both Investopedia and its advertising partners used ON24’s customization capabilities to create exclusive branding, providing a consistent and professional setting for participants. ON24’s branded experiences are unique, feel clean, and are easy to use.
  • Lead Follow Up. With ON24’s Engagement Score, Investopedia saw insights into each participant following its webinars. Using this score, Investopedia created a tiered follow-up approach to re-engage each user

Results

  • Expanded Source of Contact. 300 percent increase in direct reach in three years.
  • Increased Engagement. 150+ survey responses per-webinar.
  • Customer Satisfaction. 100% of users find webinars somewhat helpful or very helpful.
  • Improved Retention. 95% of attendees stay for the entire duration of the webinar

“ON24 has been a great partner for us throughout the years and has played a big role in the growth of our business.”

Katie Downey
Director, Strategic Partnerships

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