Grant Thornton Australia: webinars as the default go-to-market

Grant Thornton Australia has used webinars as its standard go-to-market channel since 2020. It treats them as a program, not a series of one-off events.

What they do

The firm runs regular webinars on tax, advisory and industry topics for business clients. It has also run a two-day virtual event series: six sessions, 25 speakers from across Australia and more than 2,500 attendees.

Engagement data from each webinar flows into the firm's marketing system. The team uses it to decide which topics to run next and who to follow up.

The results

Figures published by ON24, the firm's webinar platform:

• 40% increase in webinar registrations
• 20% increase in new subscribers
• 29% increase in marketing touches per person
• 4% growth in overall revenue

Why it works

• Consistency. A regular schedule builds an audience that returns.
• Data drives the next topic. Attendance and questions show what clients care about.
• Follow-up is connected. Webinar activity goes straight to the marketing and sales teams.

The lesson

One webinar is an event. A steady program, linked to your CRM, becomes a channel that grows each year.

Sources: ON24 customer story: Grant Thornton Australia and ON24 session: How Grant Thornton Australia uses engagement data. Results are as reported by the platform vendor.