Lane Clark & Peacock outperforms industry benchmarks with ON24

To connect with partners, prospects and clients, Hughes and her team rely on live webinars as part of an integrated strategy. But maintaining their webinar program was turning out to be a heavier lift than the team had bandwidth for. 

“We (the team at Lane Clark & Peacock) discovered that our webinars were gaining popularity, but our current (video conferencing) solution was becoming time intensive not only for our IT and BD teams but also for our partners.” 

“Our reports were not very insightful and our ability to deliver webinars as part of an integrated content experience just wasn’t there.”

To make sure every client was getting the right advice for their unique industry and set of needs, the team needed a platform that would help them integrate their digital engagement strategy, reach diverse audiences, and deliver actionable reporting and metrics to their partners. 

“I wanted a platform that would allow us to create an interactive, content-rich experience,” said Hughes. “The goal was to move from online meetings to branded experiences that would generate leads and engage customers, rather than just create awareness.” 

Hughes and her team switched to the ON24 platform in 2019 and felt a weight lifted. From branded registration pages to engaging webinar experiences to interactive event consoles, their digital engagement strategy and execution had never been easier. 

“It (the ON24 platform) is just so intuitive,” said Selina Newcombe, Senior Business Development Manager at Lane Clark & Peacock. “The drag and drop functionality allowed us to build the entire experience without using any design or IT resources.” 

With the ON24 platform, the team was able to explore new webinar formats like full-fledged presentations, informal discussions and more. Additionally, the user-friendly presentation functionality made it easy to run live events, cutting back on the need for costly resources and valuable time. 

To drive engagement within the webinar experience, the team built in polls, Q&As, additional content offers and relevant CTAs. This not only gave attendees the opportunity to interact with the experience, but also to continue their journey with the Lane Clark & Peacock brand.   

Everytime a webinar attendee asks a question, responds to a poll or clicks on a content offer, the ON24 platform records those first-person insights to help the team qualify leads and follow up to nurture sales conversations. 

“ON24’s comprehensive reporting and analytics make tracking intent signals easier than ever,” said Hughes. 

To streamline internal operations and get the most out of their data, the team integrates the ON24 platform with their marketing automation software and CRM. 

“The ON24 team was incredible, said Hughes.” They helped us with absolutely everything.” 

The ON24 platform enabled the team to turn standalone events into cohesive, well-designed and consistent brand experiences. 

“With webinars and digital experiences, we have been able to consolidate existing relationships and open the lines of communication to new relationships,” said Selina Newcombe, Senior Business Development Manager at Lane Clark & Peacock. “There has been a direct business result out of every webinar we’ve run, which is amazing.” 

In 2020 alone, the team added 5k new contacts to their network and have delivered over 34 webinars. “This is more than people looking at a report,” said Hughes. “These are people who listened to our experts for over an hour, and engaged with us.” 

In addition to delivering well-designed, quality experiences across every audience touchpoint and driving “incredible engagement rates” with each webinar, the ON24 platform made it possible for the team to 4x their event output. 

“We can do more webinars than ever because it (the ON24 platform) requires less bandwidth,” said Hughes. “We used to do one (webinar) a month. Now we’re doing four. And our engagement scores continue to be well above average as we aim to create truly engaging experiences.” 

“We used to be nervous running webinars,” said Newcombe, who added that the team’s previous webinar software delivered a clunky backend experience. “As a team we have become more confident in running webinars due to the ease of the platform and, as a result, the standard of content and delivery is continually improved. It’s been our key outlet of interaction with clients.”