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Case Study

FloQast increases event conversion to 35% by launching virtual event spaces on HubSpot

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Conversion Rates


of Revenue



FloQast's HubSpot Solution
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The Client

FloQast is the leading provider of accounting workflow automation created by accountants for accountants to work smarter, not harder. By automating common accounting workflows and helping to streamline and make them more efficient, FloQast is the place where accounting teams want to work so they can focus on what matters most, even when that’s just going home on time.

The Problem

  •  FloQast had to transition their annual user conference to a virtual format due to Covid-19.
  • The company faced challenges in getting users to register, ensuring attendee engagement, and providing a seamless post-event experience to capture engagement and leads.
  • Obstacles included a marketing automation migration, the complexities of running a large virtual event for the first time, and a limitation of their webinar platform that created an unnecessary waiting room page for on-demand registrants.
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    Limited Control

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    Limited Control

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    Limited Control

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The Solution

  • Aptitude 8's consultants created a custom environment and community for FloQast's virtual event within the Hubspot CMS, offering users the ability to chat, access sessions, review the agenda, and learn more about the event.
  • We created a custom snippet of JavaScript to bypass the waiting room and pull data from the access form to populate a unique URL, allowing users to directly access on-demand sessions.
  • With the custom ON24 integration, users could fill out a form once and navigate into any of the ON24 webinars, providing a seamless experience that delivers marketing analytics data for future campaigns.
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The Outcome

FloQast’s first-ever virtual user conference went off without a hitch! We drove high attendance, provided an effortless registration & on-demand experience, created new contacts, influenced thousands more, created opportunities, closed deals, drove in revenue, and created robust dashboards to track and measure the following:
  • 1,370 registrants
  • 35% registration conversion rate
  • 201 on-demand registrants
  • 35% conversion rate on on-demand
  • 2,479 sessions
  • $168,395.20 of revenue
  • 5,480 influenced contacts
FloQast saw an enhanced user experience by  allowing users to fill out a form just once to access the main event page, and then navigate to any of the ON24 webinars without having to wait for email confirmations. This created a more streamlined user experience and saved time and frustration, leading to a more positive overall experience. 

They also saw Increased visibility by creating dashboards to track registrants, registration conversion rate, on-demand registrants, on-demand conversion rate, sessions, influenced contacts, closed deals, and revenues.
35% Conversion Rates
FloQast saw a 35% registration conversion rate as well as a 35% conversion rate for on-demand. 
$168,395 of Revenue 
FloQast saw $168,395 of revenue from the virtual event. 
1,370 Registrants
FloQast saw high attendance and registration rates with 1,370 registrants. 

The Tools

Former Tech Stack

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New Tech Stack

Floqast - Logos On24 - Logo
Why Aptitude 8?
FloQast chose Aptitude 8 for the job, because we were already migrating them from their current Pardot instance over to HubSpot. They knew our team has a high acumen when it comes to both custom and advanced builds using the HubSpot platform. 

The FloQast team was also able to leverage both our technical and creative teams for this project, without having to sign multiple SOWs or managing multiple agencies to deliver the experience they wanted.

Want to learn more? 

About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.


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