Shipman & Goodwin powers certification program with ON24, increases quality leads by 30%

By adopting ON24 to power their digital programming, including virtual certified professional education courses, the Shipman & Goodwin team is able to find the right buyers to improve conversion rates for their business development team. This eliminated wasted time following up with the wrong people and ultimately improved conversion rates.

Shifting to a robust digital engagement platform

With ON24, the team was also able to scale their certification programs, actively engage audiences, capture valuable first-party data, integrate seamlessly with HubSpot and automate lead hand-off to their business development teams.

“We were looking for a way to transition from one-off events, blogs, podcasts and articles into always-on content that audiences could interact and engage with anytime, anywhere,” said Spadaro. “We really found the Netflix-style content experience to be an effective next step for the firm as we continue to evolve toward a digital-first lead generation strategy.”

Engaging digital events, at scale

Knowing their audience preferred to consume content through live, virtual experiences, they optimized every program with engagement opportunities that generated real-time feedback for the team. This enabled them to turn their virtual events and digital content experiences into a reliable source of qualified leads who were already educated on Shipman & Goodwin offerings.

Now, the event-team of three are able to quickly and easily build, duplicate, customize and scale a range of digital experience types for target audiences – webinars, certification courses, small networking events and large virtual conferences – designed to provide legal education, retain existing accounts and expand the firm’s potential client base.

“ON24 has been instrumental in helping us provide these certification courses and events, and keep our audience on relevant content journeys with our brand. It’s such an easy life for us behind the scenes,” said Michelle Spadaro, Marketing Events & Technology Specialist at Shipman and Goodwin.

Integrated and unified first-party data

With ON24, the team was able to grow their event attendee base by 20% in one year. However, as their user base grew, it became more challenging (and more important) to not only capture, but act on, first-party data collected from these events.

By leveraging an API integration between ON24 and Hubspot, the team at Shipman & Goodwin was able to effortlessly populate and unify actionable insights on every event attendee directly into their CRM workflow – no manual data export or import. Thisnot only saved them hours of valuable time but helped them more effectively follow up with and convert prospective clients.

“The ability to integrate all of that engagement data really helped us enhance content journeys and build out more targeted drip campaigns for audiences across multiple industries,” said Michelle Spadaro, Marketing Events & Technology Specialist, Shipman and Goodwin.

Curated on-demand content hubs, year-round insights

By effortlessly turning live events into on-demand experiences, the team realized they were able to produce more content, faster than ever while expanding their reach to larger audiences.

For prospective clients to effectively self-educate their way through the decision-making journey, the team uses ON24 Engagement Hub to organize content by topic or practice group into curated digital content legal libraries. These libraries are embedded directly onto the firm’s website for easy access and to drive year- round engagement.