Vanguard Australia: webinars that feed the sales pipeline

Vanguard Australia runs webinars for financial advisers. They are not brand exercises. They are a measured source of sales leads.

What they do

Vanguard hosts market updates and thought-leadership sessions for advisers. Many sessions carry CPD hours, which advisers need every year. Live sessions are kept on demand afterwards in a CPD hub.

The results

Figures published by ON24, Vanguard's webinar platform:

• 60% average live attendance rate
• 10–12% of event leads move into the sales pipeline
• 10–15% of viewers ask a sales rep to contact them after the event
• 15% conversion to sales meetings

Why it works

• A clear reason to attend. CPD hours give advisers a practical reason to show up and stay.
• Useful content first. The sessions teach, not pitch. The sales conversation follows when the viewer asks for it.
• Every session is measured. Attendance, questions and follow-up requests show who is ready to talk.

The lesson

A webinar program can be judged like any other sales channel. Set a target for attendance, leads and meetings, then track it session by session.

Source: ON24 customer story: Vanguard Australia. Results are as reported by the platform vendor.