How S&P Global Market Intelligence Engages its Audience Anytime, Anywhere with ON24

Watch the Webinar

100%

Increase in on-demand attendees over two years

300%

Increase in overall webinar attendees over two years

400%

Increase in webinar registrants over two years

ABOUT S&P Global Market Intelligence

Name: S&P Global Market Intelligence

Headquarters: New York

Founded: 1888

Employees: 10,000+

Funding: Public

Industry: Financial Services

Source: Webinar World 2019 Presentation

Name: S&P Global Market Intelligence

Headquarters: New York

Founded: 1888

Employees: 10,000+

Funding: Public

Industry: Financial Services

Source: Webinar World 2019 Presentation

At S&P Global Market Intelligence knows that not all information is important—some of it is vital. S&P Global Market Intelligence integrates financial and industry data, research and news into tools that help track performance, generate alpha, identify investment ideas, understand competitive and industry dynamics, perform valuations and assess credit risk. Investment professionals, government agencies, corporations and universities globally can gain the intelligence essential to making business and financial decisions with conviction.

Introduction

S&P Global Market Intelligence is known for delivering some of the most important financial information and data to its clients. Often, these complex topics are complicated and highly regulated. Thus, the need arose for a better way to educate clients on the proper use of its offerings to help increase consumption.

S&P Global Market Intelligence is known for delivering some of the most important financial information and data to its clients. Often, these complex topics are complicated and highly regulated. Thus, the need arose for a better way to educate clients on the proper use of its offerings to help increase consumption.

S&P quickly implemented a webinar strategy and began pushing out six, 30-minute live webinars at the cadence of one every other month. While client participation in these webinars was strong, they could not access information on these complicated topics at a future date. Like most topics in such a nuanced industry, it was important for S&P to provide its clients with a way to find its webinar content to revisit educational information as needed.

Problem

Prior to partnering with ON24®, S&P regularly produced webinars. Its webinars served the purpose in providing information to clients. As the company grew and realized the value of webinars, it was clear a global webinar strategy—one that made webinars easily accessible, despite time zones and language barriers—needed to be created. The S&P team had to scale programs across North America, EMEA and APAC. As part of this new global strategy, consistent communication across markets before, during and after its webinars was key to success. For S&P, part of this consistency involved improving its always-on, on-demand offering.

Prior to partnering with ON24®, S&P regularly produced webinars. Its webinars served the purpose in providing information to clients. As the company grew and realized the value of webinars, it was clear a global webinar strategy—one that made webinars easily accessible, despite time zones and language barriers—needed to be created. The S&P team had to scale programs across North America, EMEA and APAC. As part of this new global strategy, consistent communication across markets before, during and after its webinars was key to success. For S&P, part of this consistency involved improving its always-on, on-demand offering.

At the time, it’s always-on library was visually outdated, lacking in any type of engagement and providing limited data intelligence. It also needed a way to communicate about its always-on channel in different ways so that clients were constantly driven to informational content over and over. On top of that, maximizing marketing budget was top of mind. S&P desired beautiful, interactive experiences to host its content. By understanding the new wave of digital-savvy and visually stimulated consumers, S&P knew creative digital experiences were one of the best ways to engage viewers.

Solution

S&P partners with ON24 to create everlasting webinars for its client, leveraging the following tools and benefits:

  • Webcast Elite with Integrated Always-On Offerings. Whether it’s before, during or after a webinar, S&P always helps customers continue their journey by pointing them toward another always-on training option or reminding them that the live webinar will be available always on. Using ON24’s customizable landing pages, out-of-the-box email notifications and in webinar experience call to actions, S&P has plenty of opportunities to provide additional value and resources.
  • Engagement Hub. ON24 created the engagement hub to allow companies like S&P to more easily personalize content experiences to suit the specific client and branding needs. Through the Engagement Hub, S&P customizes its colors, analytics, subscription capabilities and so much more with no coding or HTML knowledge needed.
  • Privacy Controls. Insider financial information can be highly private and sensitive. The ON24 Engagement Hub allows specific privacy controls such as requiring company login prior to accessing content in its always-on portal.

S&P partners with ON24 to create everlasting webinars for its client, leveraging the following tools and benefits:

  • Webcast Elite with Integrated Always-On Offerings. Whether it’s before, during or after a webinar, S&P always helps customers continue their journey by pointing them toward another always-on training option or reminding them that the live webinar will be available always on. Using ON24’s customizable landing pages, out-of-the-box email notifications and in webinar experience call to actions, S&P has plenty of opportunities to provide additional value and resources.
  • Engagement Hub. ON24 created the engagement hub to allow companies like S&P to more easily personalize content experiences to suit the specific client and branding needs. Through the Engagement Hub, S&P customizes its colors, analytics, subscription capabilities and so much more with no coding or HTML knowledge needed.
  • Privacy Controls. Insider financial information can be highly private and sensitive. The ON24 Engagement Hub allows specific privacy controls such as requiring company login prior to accessing content in its always-on portal.
  • Deep Analytics. Data lives in many places within the ON24 Platform, but S&P fondly utilizes the Engagement Hub’s search functionality for insights. Not only is the search functionality more user-friendly for clients on the hunt for specific content, but S&P can easily collect data around what people searching. This helps S&P create additional content that is in-line with what clients want to see most.
  • Global Capabilities. ON24 makes it convenient for S&P to deliver content in multiple markets. All of S&P’s live webinars are now presented to clients with the option to join at multiple times relevant to a variety of time zones across the globe. ON24 easily converts these time zones for potential registrants and allows S&P to run each webinar in its respective local language.

Results

By establishing a comprehensive webinar strategy, S&P reinforced its commitment to constant client communication and going the extra mile to reach its clients. ON24’s Engagement Hub coupled with a solid on-demand strategy now enables S&P to extend its reach globally to APAC and EMEA and to take client engagement to the next level. With this newfound global reach, S&P’s on-demand webinar attendance is double what it was two years ago and continues to increase, reaching more than 3,700 attendees and 7,700 registrants annually.

The ON24 Engagement Hub helps me go the extra mile for our customers by providing them with an easily searchable library where they can discover, engage and watch webinars on their own schedule.

Laura Lopez Dominguez
Client Education Specialist

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