Vanguard Australia achieves 15% conversion rate to sales meetings with ON24
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10-15%
of viewers on average request a sales rep to contact them post event
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10-12%
average conversion of event leads into the sales pipeline
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60%
average live attendance rate
Introduction
Vanguard is one of the world’s largest investment management companies, offering a wide range of investment options, superannuation and valuable insights to everyday investors and financial advisers. Vanguard Australia uses webinars to establish industry expertise, trust and ongoing engagement with their adviser network by providing continuing professional development credits and thought leadership content.
Problem
As budgets tighten and audience expectations rise, the question on every financial marketer’s mind is: How can I scale up my adviser engagement programs to maximise impact without losing the ability to create real, human relationships?
This question particularly resonated with Danielle Felix, Marketing and Communications Specialist at Vanguard Australia, who was looking for ways to deliver scalable webinar experiences that would attract, engage and convert prospective advisers. She needed a platform that would allow her to:
- Create standout webinars and unique experience formats
- Scale continuing professional development programs
- Generate actionable engagement insights to personalise content
- Integrate with the team’s CRM to automate sales follow-up
Solution
Felix and her team adopted ON24 to deliver highly- engaging webinars that would help them cut through the noise and scale the overall impact of their marketing.
“Having that branded digital experience as opposed to a typical virtual meeting or conference helps us stand out from the crowd,” said Felix. “The quality of the experiences ON24 helps us deliver reflects positively on our brand and helps us make a lasting impact on our audiences.”
To expand their reach to advisers, the team used ON24 to offer thought leadership webinars and continuing professional development courses that enabled attendees from around Australia to complete their certification requirements.
“Allowing us to scale our certification programs in an extensive way is absolute gold for us,” Felix said.
Another thing that stood out to Felix and her team was the ability to mix up the format of their presentations.
For example, instead of text-heavy, slide-led sessions, they could deliver more dynamic presentations that included supporting visuals and illustrations.
To drive audience engagement and generate valuable first- party data, the team provided plenty of interactive event elements such as Q&A, live polling, pre and post event surveys and two-way Q&A discussions.
By integrating ON24 with their CRM system, the team was able to automate how they delivered actionable insights and data into the hands of their sales teams, informing smarter follow-up and warmer conversations.
“This data helps the team to constantly evolve our content and experiences, track CPD points and quiz completion, and provide quality sales leads to our distribution team,” said Felix.
“Instead of following up with everyone who attends a webinar, we can identify and prioritise the advisers who want to be contacted. It sounds very simple but it has been critically effective for us,” said Felix.
“Instead of following up with all of the webinar attendees, we can identify and prioritise those advisers who want to be contacted. It sounds very simple, but it has been critically effective for us.”
Danielle Felix, Marketing and Communications Specialist
Results
With ON24, the team at Vanguard achieved a 60% live webinar attendance rate with 12% of attendees on average converting into sales pipeline. “15% of our attendees actually request a sales-follow up after webinar which is fantastic,” said Felix. “ON24 has helped us both scale and increase the value of our CPE programs to directly impact revenue.”
“Having that branded digital experience as opposed to a typical virtual meeting or conference helps us stand out from the crowd.”
Danielle Felix, Marketing and Communications Specialist
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