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SAP Concur strengthens customer knowledge through ON24 on demand engagement

$600,000

Average in pipeline per event

3,500

Users reached

3,000

Accounts reached

4

Webinars per attendee average

About SAP Concur

Employees: 4,600+

Product: ON24 Virtual Conference

Use Cases: Demand Generation, Customer & Product Marketing

Industry: Technology

For more than two decades, SAP Concur has taken companies of all sizes and stages beyond automation to a completely connected spend management solution that encompasses travel, expense, invoice, compliance and risk. SAP Concur’s global expertise and industry-leading innovation keep its customers a step ahead with time-saving tools, leading-edge technology and connected data, in a dynamic ecosystem of diverse partners and applications. User friendly and business-ready, SAP Concur unlocks powerful insights that help businesses reduce complexity and see spending clearly and holistically, so they can manage it proactively.

Introduction

Work expenses are never a fun task, but they are necessary for employees doing what it takes to get the job done. Keeping track of a trail of receipts just to get reimbursed, manually entering transactions into an excel sheet, all the while facing the trials of being out of the office, is a downright nuisance.

Enter SAP Concur—the company’s technology offers user-friendly travel and expense management services and solutions for companies of all sizes. SAP Concur’s software is sleek and user-friendly. But many employees that track the most expenses are more senior and may be less comfortable learning a new app or software.

Employees: 4,600+

Product: ON24 Virtual Conference

Use Cases: Demand Generation, Customer & Product Marketing

Industry: Technology

For more than two decades, SAP Concur has taken companies of all sizes and stages beyond automation to a completely connected spend management solution that encompasses travel, expense, invoice, compliance and risk. SAP Concur’s global expertise and industry-leading innovation keep its customers a step ahead with time-saving tools, leading-edge technology and connected data, in a dynamic ecosystem of diverse partners and applications. User friendly and business-ready, SAP Concur unlocks powerful insights that help businesses reduce complexity and see spending clearly and holistically, so they can manage it proactively.

Work expenses are never a fun task, but they are necessary for employees doing what it takes to get the job done. Keeping track of a trail of receipts just to get reimbursed, manually entering transactions into an excel sheet, all the while facing the trials of being out of the office, is a downright nuisance.

Enter SAP Concur—the company’s technology offers user-friendly travel and expense management services and solutions for companies of all sizes. SAP Concur’s software is sleek and user-friendly. But many employees that track the most expenses are more senior and may be less comfortable learning a new app or software.

Problem

To deepen its customer service, the SAP Concur marketing team launched a webinar series to provide training for Concur administrators at small- to mid-sized businesses. SAP Concur wanted to offer these always busy admins with quick, convenient training to help them use Concur more effectively and teach their employees in a seamless manner.

The SAP Concur team knew developing a high-quality webinar series required significant resources. They wanted to ensure Concur got as much value and ROI out of the program. SAP Concur needed a platform that provided an excellent experience for webinar attendees.

“It’s not just a single webinar we’re doing. We’re taking a webinar and we’re seeing how we can use it in as many different ways as possible.”

Erin McDevitt
Client Marketing Manager Concur Technologies

Solution

The ON24® platform gave SAP Concur’s marketing team several tools that helped them maximize their online webinar ROI:

  • On Demand Engagement. Since Concur admins generally juggle numerous tasks, it is vital for them to be able to consume content on their own time. So, the marketing team took advantage of the robust on-demand webinar capabilities that ON24 Virtual Conference provides. With ON24 seamlessly transitioning live webinars into on demand, the marketing team ensured that all customers were able to access the content on their terms. The marketing team also surfaced key points from the webinars to use as video clips for other customer communications.

The ON24® platform gave SAP Concur’s marketing team several tools that helped them maximize their online webinar ROI:

  • On Demand Engagement. Since Concur admins generally juggle numerous tasks, it is vital for them to be able to consume content on their own time. So, the marketing team took advantage of the robust on-demand webinar capabilities that ON24 Virtual Conference provides. With ON24 seamlessly transitioning live webinars into on demand, the marketing team ensured that all customers were able to access the content on their terms. The marketing team also surfaced key points from the webinars to use as video clips for other customer communications.
  • Customer Insights. The team used questions from webinar attendees to develop talking points for sales and customer service teams. They also leveraged the Q&A and survey features, which provided valuable insights to the marketing team. This was then used to develop content for additional customers, such as follow-up documents based on the most frequently asked questions.
  • Content Intelligence. The marketing team shared a variety of customer training documents in the Resources section of webinar content, then tracked which items attendees downloaded most—providing key insights into where attendees needed the most guidance.

Results

The marketing team generated significant value for customers and SAP Concur with the admin training webinar series, including:

  • Generating marketing assets. Repurposing webinar content allowed the marketing team to create useful assets for customers as well as SAP Concur’s sales and customer service teams.

The marketing team generated significant value for customers and SAP Concur with the admin training webinar series, including:

  • Generating marketing assets. Repurposing webinar content allowed the marketing team to create useful assets for customers as well as SAP Concur’s sales and customer service teams.
  • Repeat attendance. The admin training webinar series reached more than 3,500 users from 3,000 accounts. Most attendees returned for 4 or 5 webinars.
  • Growing pipeline. The series generated an average of $600,000 in pipeline per webinar program.
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