How Morningstar's Always-On Webinar Strategy Increases MQLs 3X with ON24

Watch Webinar

300%

Increase in webinar MQLs

200%

Increase in live webinar attendees

500%

Increase in on-demand attendees through ON24 Content Gateway

About Morningstar

Name: Morningstar, Inc.

Headquarters: Chicago, IL

Founded: 1984

Employees: 5,000+

Funding: Public

Industry: B2B Financial Information Services

Name: Morningstar, Inc.

Headquarters: Chicago, IL

Founded: 1984

Employees: 5,000+

Funding: Public

Industry: B2B Financial Information Services

Morningstar, Inc. is a leading provider of independent investment research in North America, Europe, Australia, and Asia. The company offers an extensive line of products and services for individual investors, financial advisors, asset managers, retirement plan providers and sponsors, and institutional investors in the private capital markets. Morningstar provides data and research insights on a wide range of investment offerings, including managed investment products, publicly listed companies, private capital markets, and real-time global market data. Morningstar also offers investment management services through its investment advisory subsidiaries, with more than $207 billion in assets under advisement and management as of Sept. 30, 2018. The company has operations in 27 countries. For more information, visit www.morningstar.com/company. Follow Morningstar on Twitter @MorningstarInc

Introduction

Morningstar, Inc. is a leading provider of independent investment research and data that assists individual investors, financial advisors, asset managers, retirement plan providers and sponsors, and institutional investors in the private capital markets. With a deep portfolio of products for wealth management, asset management and independent advisors, Morningstar needs a flexible, dynamic marketing platform that’s just as robust as its offerings. Morningstar found that ON24® met those needs through the platform’s live, interactive webinars and on-demand content hub. These features allow Morningstar to help drive engagement across the globe for all of its business units, ultimately expanding the company’s reach and business growth.

Problem

From the beginning of its webinar journey, Morningstar recognized the value of using webinar events for product education, research presentations, thought leadership and sales lead generation globally. With a global audience came the need to align efforts to designated time zones or create a way for audiences to access recorded content at their leisure. However, promoting and sharing every one of Morningstar’s webinars individually was cumbersome. It was also difficult to segment the distribution of their webinars and get unified analytics on audience engagement across every webinar, live or on demand. The company decided to evolve their webinar strategy and work with ON24 to help make their webinar channel into an alwayson resource for more internal efficiency, a better audience experience and even greater results.

Morningstar, Inc. is a leading provider of independent investment research and data that assists individual investors, financial advisors, asset managers, retirement plan providers and sponsors, and institutional investors in the private capital markets. With a deep portfolio of products for wealth management, asset management and independent advisors, Morningstar needs a flexible, dynamic marketing platform that’s just as robust as its offerings. Morningstar found that ON24® met those needs through the platform’s live, interactive webinars and on-demand content hub. These features allow Morningstar to help drive engagement across the globe for all of its business units, ultimately expanding the company’s reach and business growth.

From the beginning of its webinar journey, Morningstar recognized the value of using webinar events for product education, research presentations, thought leadership and sales lead generation globally. With a global audience came the need to align efforts to designated time zones or create a way for audiences to access recorded content at their leisure. However, promoting and sharing every one of Morningstar’s webinars individually was cumbersome. It was also difficult to segment the distribution of their webinars and get unified analytics on audience engagement across every webinar, live or on demand. The company decided to evolve their webinar strategy and work with ON24 to help make their webinar channel into an alwayson resource for more internal efficiency, a better audience experience and even greater results.

Solution

Through the ON24 Platform, Morningstar is able to drive an ongoing mix of live and on-demand webinars that engage, nurture and convert its global audience. Morningstar’s alwayson marketing strategy enables self-education for their customers and sophisticated digital marketing through:

  • Audience Segmentation. The ON24 Engagement Hub makes audience segmentation seamless for Morningstar by allowing it to organize and tag its extensive content collection by specific audience within the platform, whether it is asset managers or financial advisors. When clients are directed to the gateway, content is easy to access through these tags. Once in the gateway, audiences can find other corresponding content beyond webinars such as white papers or research. This all-encompassing content hub lets Morningstar showcase its expansive breadth of knowledge and cater engaging content specifically to the proper audiences.

Through the ON24 Platform, Morningstar is able to drive an ongoing mix of live and on-demand webinars that engage, nurture and convert its global audience. Morningstar’s alwayson marketing strategy enables self-education for their customers and sophisticated digital marketing through:

  • Audience Segmentation. The ON24 Engagement Hub makes audience segmentation seamless for Morningstar by allowing it to organize and tag its extensive content collection by specific audience within the platform, whether it is asset managers or financial advisors. When clients are directed to the gateway, content is easy to access through these tags. Once in the gateway, audiences can find other corresponding content beyond webinars such as white papers or research. This all-encompassing content hub lets Morningstar showcase its expansive breadth of knowledge and cater engaging content specifically to the proper audiences.
  • Seamless CRM and MAP Integration. ON24 puts an end to cumbersome, data integration for Morningstar by directly pulling all attendees—including live, on-demand and those who access the content gateway—into Morningstar’s marketing automation platform and CRM system. Now, all client information is available through one checkpoint and pushed directly to the sales team for follow up.
  • Net-New Prospect Engagement. With easier promotion of live webinar registration and a centralized location for on-demand webinar consumption, Morningstar can drive ongoing webinar campaigns to prospects outside of its existing contact database through organic and paid social media promotion
  • Global Reach. Before ON24, Morningstar wasn’t able to optimize the webinar experience for international audiences. Aside from time zone restraints, clients battled international dial-in access issues, which Morningstar consistently was unaware of until after its webinars were starting. Now, joining webinars is much simpler with ON24. Attendees simply follow a link and listen in. If time zones prevent live listening, all content gets pushed to Morningstar’s content hub for access at any time via the same link originally provided to the client for the live event.
  • Greater Content Value. Morningstar’s on-demand webinars offer an evergreen resource of content that serves multiple audiences, regions and use cases. For example, a single webinar to educate prospects on a Morningstar software product can do double-duty and help get current Morningstar clients up-to-speed on the latest capabilities of that product.

Results

The switch to ON24 significantly upped Morningstar’s webinar game. In just six months, Morningstar’s webinar efforts generated 40 percent of all software MQLs, resulting in a 300 percent increase in webinar MQLs overall. By leveraging ON24 to execute an always-on marketing strategy, Morningstar’s webinar channel is a top source of high-quality leads.

  • Global Reach. Before ON24, Morningstar wasn’t able to optimize the webinar experience for international audiences. Aside from time zone restraints, clients battled international dial-in access issues, which Morningstar consistently was unaware of until after its webinars were starting. Now, joining webinars is much simpler with ON24. Attendees simply follow a link and listen in. If time zones prevent live listening, all content gets pushed to Morningstar’s content hub for access at any time via the same link originally provided to the client for the live event.
  • Greater Content Value. Morningstar’s on-demand webinars offer an evergreen resource of content that serves multiple audiences, regions and use cases. For example, a single webinar to educate prospects on a Morningstar software product can do double-duty and help get current Morningstar clients up-to-speed on the latest capabilities of that product.

The switch to ON24 significantly upped Morningstar’s webinar game. In just six months, Morningstar’s webinar efforts generated 40 percent of all software MQLs, resulting in a 300 percent increase in webinar MQLs overall. By leveraging ON24 to execute an always-on marketing strategy, Morningstar’s webinar channel is a top source of high-quality leads.

quote mark

In the same way you can stream your favorite television shows at any time and from any device, ON24 makes it possible for Morningstar to provide that same bingeable content experience to financial professionals and investors. Through ON24 Content Gateway, ondemand viewership more than doubled our marketing-qualified leads from webinars and has truly enhanced the Morningstar webinar experience.

Emilie Neumeier , Product Marketing Manager

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