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TaxSlayer Pro scales customer education and saves $435K+ since moving events online with ON24

  • $435K

    saved in costs

  • 16x

    time savings

  • 3X

    increase in registration and broader reach across their customer base

Capabilities

Industry

Use Cases

Number of Employees

  • 251 to 1,000

Introduction

Before adopting ON24, TaxSlayer Pro relied on an annual three‑day, in‑person user seminar to educate and engage customers. While valuable, the event was expensive, time‑intensive, and difficult to scale — especially during their busiest time of year as the company and their customers prepare for tax season. Growth had plateaued, and the team lacked the insights needed to understand how customers were engaging with content.

By shifting their program to ON24, TaxSlayer Pro replicated the best parts of their in‑person experience while gaining a more scalable, consistent, and data‑driven approach to customer engagement. What started as a format change has evolved into a modern customer‑marketing strategy — one that frees internal teams, expands reach, and provides clear visibility into customer behavior and needs.

Problem

TaxSlayer Pro’s marketing team was already rethinking their customer‑education strategy before switching platforms. Their flagship in‑person seminar required significant investment — not just in event costs, but in the time pulled from marketing, sales, and customer growth teams during their busiest season. Attendance was strong but stagnant, and the team lacked the ability to measure engagement or understand which content resonated most.

“While this in‑person event had a tremendous amount of value, it was very time‑consuming,” said Sabrina Marshall, Director of Product Marketing at TaxSlayer. “It pulled our sales and customer growth teams away during our peak season, and planning it took weeks of effort we didn’t really have to spare.”

To modernize their approach, TaxSlayer Pro needed a platform that could deliver consistent customer experiences at scale — from continuing education to product training — while giving them the insights required to improve programs and support long‑term customer success.

“ON24 is very different from any other platform I’ve used. I feel it’s simple and very easy to learn as you go.”

Bentley McCray, Marketing Specialist

Solution

TaxSlayer Pro made the shift from in‑person to virtual events in 2020, launching their first ON24‑powered User Seminar that November. They matched their typical in‑person attendance while dramatically reducing internal lift.

One of the biggest transformations was operational. By moving to ON24, the event became fully marketing‑owned, allowing sales and customer growth teams to stay focused on building and maintaining new and existing customer relationships during peak season. “Since going virtual, it’s primarily a marketing effort with optional participation from sales and support divisions,” said Marshall. “This allows our internal teams to focus on strengthening relationships with our new and existing customers.”

ON24’s intuitive interface empowered the marketing team to run the entire program independently. “ON24 is very different from any other platform I’ve used. I feel it’s simple and very easy to learn as you go,” said Bentley McCray, Marketing Specialist at TaxSlayer Pro.

The team also expanded the customer experience beyond the live event. They now use ON24’s certification capabilities to support continuing education and host all sessions on‑demand in a centralized content hub — giving customers ongoing access to training and resources.

As their strategy matured, TaxSlayer Pro shifted to a free‑to‑attend model, significantly increasing reach and engagement. With ON24’s analytics, they now track registration, attendance, engagement, survey responses, and resource downloads — giving them a clear view of customer behavior and content performance.

TaxSlayer Pro  recently adopted ON24’s AI‑powered ACE to further personalize experiences and plans to extend segmentation to both customers and prospects, including tax industry service bureaus.

“We’re now able to deliver consistent, high‑quality education to every customer, no matter where they are. ON24 has helped us scale our training in a way that simply wasn’t possible in person.”

Sabrina Marshall, Director of Product Marketing

Results

Moving from in‑person to virtual events with ON24 has delivered measurable impact across cost savings, customer engagement, and internal efficiency. “Since switching to virtual events with ON24, we’ve saved hundreds of thousands of dollars,” said Marshall.

The shift has also improved the customer experience. What once required three days in person now takes just four to five hours online — a major benefit for busy tax professionals. Their most popular event, the TaxSlayer Pro Annual November Virtual User Seminar, saw significantly higher registration and engagement than previous years.

Beyond attendance, the program now generates a strong pipeline of engaged customers throughout the U.S. and richer insights into how they interact with content — helping TaxSlayer Pro strengthen customer relationships, improve training programs, and support long‑term retention.

“Before switching to virtual events with ON24, we had at least 15 people from our sales and customer growth teams dedicating much of their time and effort in the months leading up to planning and executing our in-person event. Since going virtual, it's primarily a marketing effort. So, those other teams can focus on selling.”

Sabrina Marshall, Director of Product Marketing

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