SAP Concur Japan grows pipeline by increasing event registrations by 50% with ON24

SAP Concur is committed to reinventing travel, expense and invoice management with technology solutions that simplify everyday processes and create better experiences. The company helps its customers solve big problems, small problems and problems they didn’t even know they had. 

SAP Concur is continuously developing new ways to automate and integrate processes that use emerging technology to help every business run its best. Part of this includes digital experiences, which enable the organization to maintain a connection with its audience through video. Face-to-face connection is important to SAP Concur’s stakeholders, particularly in Japan, and essential for driving pipeline.

Accessible, engaging digital experiences that drive lead generation

At first, SAP Concur Japan started using ON24 Webcast Elite and a year later, the company decided to purchase ON24 Engagement Hub and ON24 Virtual Conference, as well, to respond to increased demand for virtual events.

With ON24 Webcast Elite, SAP Concur Japan creates digital experiences with Q&A and survey engagement tools to engage its audience and gather feedback. The organization uses the ON24 Engagement Hub to share multimedia content on-demand after each digital experience.

By allowing audiences to access this content after the live event date, SAP Concur Japan is able to extend the life of the content itself and engage attendees in multiple time zones who were unable to attend the live event. These touchpoints are tracked and monitored so the SAP team can use data to gage intent signals, tailor follow up messaging based on unique prospect needs and interests, and trigger outreach to sales-ready leads without having to shuffle through thousands of business cards, significantly shortening their sales cycles and driving net new business.

In addition, SAP Concur Japan uses the ON24 Virtual Conference to create interactive virtual rooms with personalized video greetings. The video aspect of ON24 is integral to the organization because it allows digital experience attendees to see and connect with the presenters face-to-face (albeit virtually).

The ON24 platform enables the company to introduce its technology solutions and case studies to its audience. For example, using digital experiences, the company can introduce its reports directly to chief financial officers in its target market. Virtual events also enable SAP Concur Japan to reach small business audiences who may not have had the budget to travel to attend its in-person events. “Our customers are all over Japan. This year, they don’t need to book hotels or travel—they can simply watch our videos, which has been a big advantage,” said Tomoko Hashimoto, Marketing Manager at SAP Concur Japan.

In addition to smaller events, the organization used the ON24 platform to scale its SAP Concur Fusion Exchange Virtual Summit, which had over 8,000 registrants. “We’re very impressed with the reliability of the ON24 platform. We had no system troubles with any of our 146 sessions at the summit. The ease of use was great, even though we were new to the platform. Also, ON24 supported our team from end-to-end and got rid of any small concerns,” Hashimoto said.