SAP Concur strengthens customer knowledge through ON24 on demand engagement

Work expenses are never a fun task, but they are necessary for employees doing what it takes to get the job done. Keeping track of a trail of receipts just to get reimbursed, manually entering transactions into an excel sheet, all the while facing the trials of being out of the office, is a downright nuisance.

Enter SAP Concur—the company’s technology offers user-friendly travel and expense management services and solutions for companies of all sizes. SAP Concur’s software is sleek and user-friendly. But many employees that track the most expenses are more senior and may be less comfortable learning a new app or software.

The ON24® platform gave SAP Concur’s marketing team several tools that helped them maximize their online webinar ROI:

• On Demand Engagement. Since Concur admins generally juggle numerous tasks, it is vital for them to be able to consume content on their own time. So, the marketing team took advantage of the robust on-demand webinar capabilities that ON24 Virtual Conference provides. With ON24 seamlessly transitioning live webinars into on demand, the marketing team ensured that all customers were able to access the content on their terms. The marketing team also surfaced key points from the webinars to use as video clips for other customer communications.
• Customer Insights. The team used questions from webinar attendees to develop talking points for sales and customer service teams. They also leveraged the Q&A and survey features, which provided valuable insights to the marketing team. This was then used to develop content for additional customers, such as follow-up documents based on the most frequently asked questions.
• Content Intelligence. The marketing team shared a variety of customer training documents in the Resources section of webinar content, then tracked which items attendees downloaded most—providing key insights into where attendees needed the most guidance.