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Accruent | Case Study | ON24

B2B marketers are rethinking event strategies & budgets. 🤔 Fuel ROI with webinars in 2025. Read the Forrester report

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How Accruent generated $30 million in virtual-event influenced pipeline

  • 50% attendance rate

  • $30+ million in influenced pipeline

  • Broke attendance records

Capabilities

Industry

Use Cases

Number of Employees

  • 1,001-2,500

About

Founded in 1995, Accruent is headquartered in Austin, Texas, and serves a wide range of industries in 150+ countries around the world. Accruent’s product portfolio is designed for the complex needs of specific industries, including: corporate real estate, healthcare, higher education, public sector, retail, telecom, and utilities.

Introduction

Accruent is the world’s leading provider of intelligent solutions for the built environment – spanning real estate, physical and digital assets, and the integrated technology systems that connect and control them. Accruent continues to set new expectations for how organizations can use data to transform the way they manage their facilities and assets.

The team at Accruent relies on their annual event”Insights,” to showcase products and services, build relationships with distributors and end users, and establish thought leadership within the many industries they serve.

Problem

After scrambling to pivot their annual conference, “Insights 2020,” into a virtual event, the team at Accruent felt a little reluctant to start planning their 2021 virtual event lineup. That is until Linda Sim joined the team as Head of Demand Gen and Campaigns. 

“When I joined the team, our virtual events were being managed by multiple vendors,” said Sim. This made the planning, execution and follow-up process needlessly complicated for what was (and still is) a very small team of just a few marketers. 

“One of the main things I wanted to explore was how to create a seamless experience for both our audience and our team, and, of course, to boost audience engagement.”

"ON24 was the perfect platform to take our once in-person user conference, virtual. The features and functionality of ON24 made it easy for our internal teams to manage."

Reverie Hara, Senior Manager, Demand Generation

Solution

Having worked with the ON24 platform in the past, Sim observed that her team was just barely scratching the surface of what ON24 could do. So she spearheaded an evaluation process that resulted in ON24 being selected as the sole virtual-event solution to support their 2021 lineup. 

Making the transition from relying on multiple vendors to one single event platform immediately lightened the lift for Sim and her team. “It was very easy to do. I don’t have a huge team and the support from ON24 was amazing.” 

For Sim, what makes ON24 stand above all the other platforms are the many engagement opportunities it allows her to build into every experience. To keep the attention of attendees Sims baked live polls, surveys, gamification and engagement tools into every moment of the event.

All of the audience engagement data generated from the event helped Sims and her team

  • Identify the channels responsible for driving the most event registration 
  • Take inventory of every attendee and the topics that interested them most
  • Spot intent signals and set up SDRs to follow up effectively

“It turned out paid search was actually our weakest registration driver! That was a surprise.” 

ON24’s ability to templatize or clone event consoles made it possible to repurpose and replay event content for on-demand audiences in all different regions without losing the interactivity of a live event.  

“The simulive experiences are what really makes ON24 super special. I repurpose and recreate our “Best of Insights” webinar again and again and am still able to collect all the valuable engagement insights that help me identify and pursue my best leads.

The platform’s ease of use made it easy to get the team up to speed quickly. “Videos were easy to upload and ON24 Breakouts facilitated small groups and 1:1 interactivity and networking throughout the event” making it possible to turn event first time attendees into instant sales conversations. 

What the team has been using multiple vendors to achieve, ON24 made possible with just one platform. 

“I am a new user to ON24,” said Constance Carter, Events Specialist at Accruent. “The platform was so simple to understand that I was able to take on a lot more work than expected and help the team make Insights 2021 a great success!”  

“Of all the solutions I’ve ever used, ON24 is still my favorite,” said Sim. 

“Audience engagement is key to influencing and accelerating pipeline and ON24 does that beautifully.” 

Linda Sim, Head of Demand Generation and Campaigns

Results

According to Sim, ON24 made the entire planning, execution and follow-up process seamless from start to finish. 

The event broke performance records achieving a 50% attendance conversion rate and over $30 million in pipeline generated from one virtual event alone. 

“ON24 was the perfect platform to take our once in-person user conference, virtual. The features and functionality of ON24 made it easy for our internal teams to manage,” said Reverie Hara, Senior Manager, Demand Generation at Accruent. “I couldn’t be happier with the results that we had and this is only the beginning.”

“I am a new user to ON24. The platform was so simple to understand that I was able to take on a lot more work than expected and help the team make Insights 2021 a great success!”  

Constance Carter, Events Specialist

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