The Institute of Certified Bookkeepers Australia
Discover how ICB Australia elevated their event engagement with the help of Cvent
Prior Bad Experience
As part of their events programme, the Institute of Certified Bookkeepers Australia (ICB Australia) runs three major events every year. The first was the ‘Australian Bookkeepers Summit’, comprising 11 physical events spread across 9 cities, coupled with a full-day virtual event, which they ran in March every year. Next was the fully virtual, 2-day ‘The End of Financial Year’ seminar, which runs in June. And finally, they host the in-person ICB November Termination Workshops in November.
During COVID, the ICB team observed that the expectations of their members had increased, and they wanted an elevated engagement experience – something more than a regular video conference meeting. “They wanted to be able to engage with us in an online platform,” says Amanda Linton, CEO of ICB Australia. ICB realised they could only deliver what their members wanted through specialised event technology.
Recounts Amanda, “We ended up onboarding a platform in 2021, which turned out to be disastrous! It was not reliably backed up, the internet connection went down at the key recording studio, and there were no backups in place to be able to sort of deal with that. We had people who couldn't get on to the platform at all, and all this happened literally as we were going live! So, not only did it cost us monetarily, but reputation damage for that event was horrendous!” This is when ICB decided it was time to invest in a reputed event tech partner.
Checking All the Boxes
Following their bad experience, ICB felt that partnering with a market-leading solution like Cvent would be the best option as they believed it would take their events to a professional level. “Aside from addressing our technology needs, we were hoping that this partnership would actually help rebuild the reputation of our brand as well,” claims Amanda.
The team was impressed with the features offered by the Attendee Hub app. “We had some unique requirements for our app. We needed it to have a live Q&A within the app that our team could monitor and moderate from the back end, so the Attendee Hub app solution was a huge part of our decision to sign up with Cvent,” says Amanda.
Cvent’s ability to provide them with consistent event branding from within the platform was something ICB appreciated as they could not carry that out in the past. Another thing that put Cvent in ICB’s favour was that the platform could support both the in-person as well as virtual element of their events, which meant ICB did not need to rely on separate solutions for their Australian Bookkeepers Summit that had both components.
But above all, the thing that convinced ICB the most for Cvent’s integration capabilities. ICB had recently switched their CRM system to Salesforce, and they were looking for an event solutions partner that had the necessary integrations in place to enable them to work within the Salesforce environment.
“We found that Cvent ticked all the boxes we were looking for,” exclaims Amanda, adding, “We decided to give Cvent a go for two years, and then see whether the investment gets paid off. And it has, in spades!”