Case Study: Vanguard Australia achieves 15% conversion rate to sales meetings with ON24

Vanguard Australia achieves 15% conversion rate to sales meetings with ON24

Vanguard Australia, part of one of the world’s largest investment managers, uses webinars to build trust, provide thought leadership and deliver continuing professional development (CPD) for financial advisers. Facing tighter budgets and rising audience expectations, the marketing team needed to scale adviser engagement without losing personal relationships — creating standout webinar experiences, expanding CPD programs, capturing actionable engagement data and integrating with CRM to automate sales follow-up.

Vanguard adopted ON24 Webcast Elite and ON24 Connect to deliver branded, interactive webinars (Q&A, polls, surveys) and more dynamic presentation formats, while tracking CPD completion and feeding engagement data into their CRM. The result: a 60% average live attendance rate, about 15% of attendees requesting a sales follow-up and roughly 10–12% of event leads converting into the sales pipeline — enabling more targeted, higher-value conversations with advisers.

Vanguard

Danielle Felix

Marketing and Communications Specialist