Case Study: SAP Concur Japan achieves 50% increase in event registrations and grows pipeline with ON24

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

SAP Concur Japan, a Tokyo-based technology company that simplifies travel, expense and invoice management, needed a way to maintain the face-to-face connection critical to business development in Japan while overcoming the limits of in-person events—long sales follow-ups from thousands of business cards, travel and hotel constraints for small customers, and busy schedules among senior prospects. The team needed on-demand, video-first experiences that felt personal and could be measured for intent.

By adopting ON24 Webcast Elite, Engagement Hub and Virtual Conference, SAP Concur Japan created interactive, on-demand digital experiences with Q&A, surveys and personalized video greetings, then used engagement data to shorten sales cycles and trigger targeted follow-up. The change scaled their outreach from one in-person event to 10 virtual events per month, drove a 50% increase in registrations, delivered 90%+ attendee satisfaction, tracked 220,000 digital touches (vs. roughly 3,000 in-person visits) and supported large events like an 8,000-registrant virtual summit with 146 sessions.

SAP Concur

Tomoko Hashimoto

Marketing Manager