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Moss Adams | Case Study | ON24

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By integrating CPE engagement data, Moss Adams speeds up lead follow up time by 5X

  • 5X

    faster lead follow-up with Marketo integration

  • 66%

    decrease in webinar set-up time

  • 1 week

    of work saved a year

Capabilities

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

Introduction

The team at Moss Adams takes a digital-first approach to their
CPE strategy, delivering a regular cadence of engaging, data-driven webinar programs that automate the entire certification process, and ultimately, drive demand.

Problem

With no standardized process in place for building and executing certified professional education (CPE) webinars, the team at Moss Adams had no way to ensure consistency or scalability across their digital channels.

“Anytime we needed to create a new webinar, we were basically building from scratch which took up a lot of time and made it really hard to keep our branding consistent,” said Emily Bright, Digital Marketing Manager at Moss Adams.

This lack of process and automation capability was slowing down the entire team, including guest presenters, and made globally scaling their program nearly impossible.

And, although the ultimate goal of the CPE program is to generate new leads, not all attendees are ready for a sales conversation – many are simply collecting course credits. Fragmented data and manual exportation processes made it difficult to find high-quality leads, causing sales teams to spend time sifting through a large volume of contacts without a process to prioritize. This compromised their sales follow-up, leaving little guarantee that high-quality leads weren’t slipping through the cracks.

Solution

By creating a digital engagement program and utilizing the automation and templatization capabilities of ON24, the Moss Adams team was able to create one standardized process for all CPE experiences, rapidly scaling their program and results with 66% faster webinar execution and 5X faster lead follow-up.

Audience engagement data is now automatically captured, stored and integrated directly into the team’s Marketo and Microsoft Dynamics CRM workflows to push detailed prospect profiles directly into the hands of sales reps, turning their certification program into a lead generation machine.

“I love a good process,” said Bright, who used ON24 to create one master template, which includes customized engagement tools, Q&A, speaker bios and slide decks. “These templates make it easier for the team to quickly stand up digital CPE events that all have a consistent look and feel, and meet our compliance guidelines.”

By building engagement into every course – polls, surveys, Q&A and PDF downloads – the team is able to capture valuable first-party data on each attendee to more effectively score leads and personalize follow-up.

“We can literally see exactly how long an attendee engaged with the event, the content they were most interested in, poll responses and questions asked,” said Bright. And, upon course completion, attendees are able to download certification certificates directly through the webinar console, saving the team a ton of time and increasing scalability.

Additionally an integration between ON24, Marketo and Microsoft Dynamics enables the team to automate data flow and email follow-up, and trigger immediate sales action. “We automatically push detailed engagement data straight to our sales teams so they can start warmer introductions and save time following up with the wrong leads,” said Bright.

“I don’t know how ON24 could be any more user friendly.”

“Anytime we needed to create a new webinar, we were basically building from scratch which took up a lot of time and made it really hard to keep our branding consistent.”

Emily Bright, Digital Marketing Manager

Results

By automating, standardizing and integrating their digital CPE program, the team at Moss Adams decreased webinar set up time by 66% and increased lead follow-up time by 5X, leading to more closed deals.

“With ON24, “ said Bright, “we have been able to scale our CPE programs and improve our lead qualification and follow-up process, all while saving a ton of time and resources.”

“We automatically push detailed engagement data straight to our
sales teams so they can start warmer introductions and save time following up with the wrong leads. I don’t know how ON24 could be any more user friendly.”

Emily Bright, Digital Marketing Manager Moss Adams

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