increase in attendance and certifications issued YoY
week of work saved per year with ON24 automation
saved by moving from a physical to a digital-first program
Industry: Professional services, consulting
Number of employees: 10,001+
Protiviti is a global consulting firm with clients ranging from
business, governments, public-sector agencies, not-for-profits
through the network of Protiviti, and independently owned Member Firms in more than 85 offices in over 25 countries.
Protiviti uses ON24 to deliver digital certification courses and
virtual partner enablement events that drive brand awareness,
client acquisition and retention.
To drive engagement and generate demand, the team at Protiviti leverages two go-to-market motions: partner-led growth and digital certification for professionals in the auditing and accounting space. But running two motions across multiple channels, webinar platforms and work streams for different audience segments was becoming resource intensive and difficult to manage for their national webinar program.
In-person partner events and certification programs are costly, time consuming and geographically limited to audiences outside of event regions, so Protiviti saw an opportunity to diversify into a broader digital engagement program. Tracking attendance and engagement beyond event attendance is also difficult, making it hard for account teams to identify conversation-ready leads and make informed introductions. To issue certifications, the team had to manually monitor progress toward course completion and follow-up individually with every attendee.
With ON24, the Protiviti team was able to run their partner enablement and certification programs both with ON24. Partner events and certification courses were transformed into interactive digital experiences, accessible to audiences globally, and first-party data could be captured across multiple experiences and integrated directly into the team’s Eloqua MAP workflow. This eliminated days of manual labor and ensured that every attendee interaction was captured, stored and acted on quickly.
To create relevant certification and partner content, the team surveyed audiences in each industry on their unique interests and needs. Responses inform course and event content, and every experience – for both partner and certification programs – includes opportunities for audiences to ask questions, submit feedback and access additional content.
After finishing each course, certifications are conveniently available for download, significantly reducing the team’s workload. “Issuing credit for our webinars was a time-consuming process before and meant that our participants would have to wait weeks to receive their certificates.”
ON24’s engagement tool has sped up that process through automation, resulting in a 52% increase in attendance and certifications issued YoY,” said Nicole Thames, Webinar Program Manager at Protiviti. “We’ve successfully heightened the delivery quality to best in class through offering certification in real time.”
To support both GTM motions, the team is able to templatize and duplicate fully-branded promotional emails, creative assets and event console for each experience type, speeding up event execution and enabling the team to move fast.
All event and course content – live and on-demand – is stored in a digital resource library embedded into the Protiviti website where visitors can filter for content by industry, type and format.
“Because these certifications and partner experiences are also available on demand, we can continue to promote them even after the live event date,” said Thames. “We can even take sound bites and video clips of the events to use in our promotions which has been very effective.”
A seamless integration between ON24 and Eloqua enables the team to automate data collected from registration forms and event engagement to trigger email follow-up and sales action. All of these personalized touch points have helped the team deepen relationships with their prospects, clients and partners to build trust, drive retention and grow their database.
“With ON24, our webinar program continues to drive brand
awareness, issue certifications, attract new clients and retain existing ones, at scale.”
The team has saved thousands by leveraging a digital engagement strategy for their partner and certification programs. Since adopting ON24 they have seen a 52% increase in attendance and certification YoY and with ON24 automation capabilities, the team saves what Thames estimates is about a week of tactical work, freeing them up to focus on more strategic priorities.
“With ON24, our webinar program continues to drive brand awareness, issue certifications, attract new clients and retain existing ones, at scale.”
Webinar Program Manager at Protiviti