Guardian Life Insurance increases revenue by 92% with ON24

Guardian began their search for a digital engagement platform that allowed them to connect, engage and educate their customers in a way that would resonate with them. The team had the added challenge of meeting compliance and security regulations required when dealing with sensitive health data.

While deploying a new webinar program for member enrollment with ON24, Gene Lanzoni, Vice President of Enterprise Content Marketing, recognized the opportunity to rethink their event strategy entirely. He realized that other marketing motions could benefit from leveraging ON24, including partners and benefits brokers.

Their marketing team now had one solution that could help them scale both member and partner engagement, without needing to add more resources. Their very first webinar with ON24 attracted over 17,000 attendees.

With the technology in place, the team was able to execute a variety of events including certification courses, training and interactive webinars, with customized calls-to-action and engagement tools tailored for each region and audience segment. With a set of templates in place, Guardian was able to easily replicate experiences that were pre-approved by compliance while providing a tailored experience to their audience.

Guardian was able to ramp up so quickly and efficiently because ON24 not only captured audience engagement but also automatically triggered workflows within Salesforce for their sales teams, saving them months of manual data exports.

They were also able to completely automate the certification progress for partners and brokers across multiple geographical regions.

Now, with a digital-first engagement strategy, Guardian can leverage their rich audience insights to continue optimizing their webinars for member enrollment, group benefit education and certification, providing them with tailored experiences that make a difference in their lives – no matter where they are.