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Plante Moran| Case Study | ON24

What do B2B marketers need to know about personalization in the AI era? 🤔We explore in our latest report. Read Now

Get started
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Plante Moran boosts audience engagement by 40%, increases certifications

  • 30%

    increase in conference attendance YoY

  • 60%

    registration to attendee rate (15% higher than previously)

  • 40%

    boost to audience engagement through ON24 engagement tools

Capabilities

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

Introduction

Plante Moran is among the nation’s largest accounting, tax, consulting, and wealth management firms. It provides a full line of services to organizations in manufacturing and distribution, financial services, service, healthcare, private equity, public sector, real estate, construction and energy, and more.

Problem

Plante Moran’s previous webinar platform offered a standardized template as part of a plug-in-play solution. Users would enter and see slides, presenter details and poll questions. Each webinar was the same, color changes were never a thought and the result was a flat, academic experience. The team even had to remember to press “record” since automatic recording was not included.

Making the switch to ON24 was like night and day for Plante Moran’s team. The ON24 Platform’s depth and breadth of
features, plug and play integrations with the company’s MAP and CRM (Marketo and Microsoft Dynamics) and overall value
was a breath of fresh air. With personalized landing pages, customization and highly targeted webinar experiences became
the new standard and content hubs became invaluable when it came to having a strong customizable resource library to
push customers and prospects.

“By using ON24 AI-powered ACE, we have been able to extend the life of our content and promotions. This gives us the ability to scale our webinar content across channels, an approach that we previously didn’t have resources to execute. Now, we believe we’ll improve our results by having a multi-channel webinar strategy.”

Vince Selasky, Sr. Video Production Designer

Solution

Vince Selasky, Senior Video Production Designer, said ON24 added immense value to Plante Moran by giving the organization the ability to use the data it captured in ON24-powered webinars. This data went far beyond typical registration and attendance, and provided Selasky’s team with insights into how engaged attendees were with the event, what content interested them and which resources they chose to consume. Armed with these insights, Plante Moran’s teams could take action.

Over the past few years, the firm has moved many formerly in-person events to virtual. Plante Moran has about 25 customized promotional landing pages, each highly-segmented to different industry and service groups, with 100+ webinars in total hosted at the destinations. With ON24 template customization, setting up unique firm- branded experiences became a quick and painless process.

With engagement score data provided by ON24, Selasky can find out where viewers click on a page, if they download an asset and which pages each person visited. Selasky can tell who attended an event, how long they watched and which elements of the digital experience engaged them most — from polls and surveys to resource lists and CTAs.

To obtain Continuing Professional Education credits, attendees needed to watch at least 50 minutes of a presentation and answer a short quiz at the end of an event. With engagement score data, the Plante Moran team can determine which webinars resulted in attendees quickly dropping off at the 51-minute mark — a good indicator that the content on these particular webinars need to be adjusted to keep users engaged.

Now, with a strong foundation in place and proven success, Plante Moran is evolving their webinar program once more. Knowing the impact and value of their webinar content, Plante Moran is experimenting with the ON24 AI-powered ACE solution to automatically generate ebooks, transcriptions, white papers, key moments videos, and more, repurposing the original webinar presentation to develop multichannel campaigns and deliver additional results.

The Plante Moran team already utilizes an ON24 capability called Simu-live that gives them the ability to pre-record their events in advance, but deliver the webinar as a live experience on a scheduled day and time. With this capability and the webinar content pre-recorded, Plante Moran can activate AI-powered ACE even before the live event occurs, producing a set of promotional assets to use on their website and on social channels increasing registration and attendance for the live webinar.

Then, after the webinar is over, Plante Moran is able to once again use AI-powered ACE to drive more reach post-event and efficiently execute an on-demand webinar strategy.

Results

By utilizing AI-powered ACE, the team at Plante Moran is empowered to create more touchpoints for their attendees post webinar. The content and tools within ACE give them the ability to quickly create post-webinar content touch points like: thought leadership, social posts, emails, and nurture pages featuring Key Moment videos. The numbers speak for themselves. The team at Plante Moran was able to take a previous metric of 10% engagement and increase it to 50% by leveraging ON24’s 20+ engagement tools, including polls and live Q&A.

And, when it came time for Plante Moran’s big yearly global event, the company easily transformed its in-person gathering into a hybrid experience — opening its attendance to digital audiences. With a hybrid experience in place, powered by ON24 Hybrid Mode, Plante Moran brought an additional 3,000 professionals from across the globe into its event. The result? The event saw a 30% increase in attendees YoY.

“The flexibility of the platform allows us to make a webinar in the morning look totally different from one we run in the afternoon, and quickly.”

Vince Selasky, Sr. Video Production Designer

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