RSM scales digital certification program with ON24
-
25%
increase in certifications
-
40,000
certifications issued in one year
-
200+
hours of manual work saved a year
Capabilities
Industry
Use Cases
- Brand & Thought leadership,
- Professional certification
Number of Employees
- 10,000+
Introduction
RSM US LLP is the leading provider of assurance, tax and consulting services to the middle market. With more than 13,000 professionals across the U.S. and Canada and a global presence in 123 countries, their purpose is to deliver the power of being understood to clients, colleagues and communities.
To drive client acquisition and retention, the team at RSM offers ongoing and engaging digital continuing education courses to audiences across the globe.
Problem
The team at RSM knows that to engage and ultimately win the business of their professional clients, providing continuing education is a winning strategy.
However, with a network of more than 13,000 professionals looking for CE opportunities, the team at RSM needed a way to scale interactive CE digital courses for clients across multiple regions without compromising on experience quality, event branding, audience engagement and compliance.
“I can’t even begin to tell you how easy ON24 makes it for us to meet compliance regulations, engage our CE audiences and track their progress toward completion.”
Allison Hale, Senior Marketing Specialist, RSM US LLP
Solution
By adopting ON24, the RSM team was able to grow the reach of their CPE program while innovating the audience experience.
First, the RSM team worked with ON24 to put a foundation in place for scale, building out a set of branded, interactive templates for their CPE experiences. While standardized, the team is able to easily update the templates for each region’s needs and modify the certification and testing requirements.
Most importantly, with the ON24 certification capabilities that are ready out-of-the-box, RSM is able to quickly drag and drop each element required for running an accredited CPE course, And, the ON24 certification tool tracks each attendee’s progress toward course completion based on predetermined parameters including viewing minutes, and required number of polls and tests completed. Best of all, the entire certification workflow is automated, enabling RSM to dynamically issue thousands of digital certificates all from within the ON24 platform.
To use these insights for further lead qualification and nurture, RSM has integrated ON24 into Microsoft Dynamics, their CRM and marketing automation platform. This means that all the audience engagement data generated from each course automatically populates into the team’s CRM and MAP to inform upcoming course material and trigger relevant follow-up and sales action.
“Q&A, polling and post-event surveys help us gauge where attendees are in the buying journey,” said Allison Hale, Senior Marketing Specialist at RSM US LLP. “This helps us tailor our content based on the needs of that client.” These engagement tools also ensure that the team stays compliant with the National Association State Boards of Accountancy.
The platform’s on-demand capabilities have enabled the team to expand their reach to wider audiences by creating streaming-style content experiences that can be consumed anytime, anywhere. Furthermore, every experience links to asset libraries gated by 20-minute tutorials that allow the team to capture more information on their audiences.
“Our digital CE program practically runs itself and our clients and participants absolutely love it,” said Hale. “To be able to provide continuing education as a value-add activity is a huge opportunity for us to expand our client network, and ON24 makes it easy.”
Results
With ON24, the RSM team has issued 40,000 certifications in one year, a 25% year-over-year increase. By leveraging integrations and automations, they have achieved these numbers while saving hundreds of hours a year.
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