THE GOAL
Enable a global manufacturer of Test & Measurement equipment to execute a webinar targeting engineering faculty where we had only 2 weeks to execute from start to finish.
RESULTS DELIVERED
Exceeded registration targets by 15% despite a 2 weeks timeline
PROFILE OF CLIENT
- Manufacturer of test & measurement equipment
- Global OEM developing presence in India
GOAL OF THE PROJECT
- Develop and execute the content plan including topics, take-aways and moderation of panel discussion to ensure that the targeted audience finds value in registering and attending
- Generate a list of 350 qualified registrants for a LIVE webinar
- Ensure 25 to 33% of qualified registrants attend the LIVE webinar
- Enroll Qualified Audiences consisting of engineering faculty in India (Lab Managers, Professors, Lecturers, HoDs, Principals, Deans & Vice Chancellors)
- These qualified audiences would be perfect prospects for their future demand generation marketing campaigns
- The webinar Q&A session helps some immediate leads emerge
TIMELINES
- Started: Late-November 2021
- Duration: 2 weeks
PROFILE OF AUDIENCE TARGETED
- Geo: India
- Sector: Academia (Engineering)
- Job Profile: Faculty and Senior Decision Makers
IMP: The above formed the basis of qualifying the audience. Anyone who did not meet any of the factors above were disqualified.
THE EXECUTION TYPE OF PROJECT Content Marketing (Webinar was the content we marketed) LIST FILTERING & AUDIENCE QUALIFICATION Forms were designed such that only those records were shared with client that met all qualification criterion ACTIVITIES UNDERTAKEN BY EFY TO DRIVE SUCCESS * EFY’s team understood the client’s solutions, their goals and “what’s in it” for our audiences via series of telecons and emails * Developed content plan along with good take-aways to provide value for the target audience to register and attend the webinar * EFY developed a landing page along with a form to share details of Webinar and capture details of registrants * EFY’s team developed promotional creatives and got them approved from client * EFY’s team deployed these creatives across EFY’s Assets (explained in detail below) * EFY’s team deployed remarketing campaigns to the targeted lists across other platforms: LinkedIn, Facebook & Google * EFY’s team reviewed performances of all campaigns and improvised on a regular basis * EFY reviewed all registrants and filtered the Qualified Audience to share with client * EFY’s team developed an At-A-Glance report and shared updates on a Weekly basis with the client * Reminders to registrants via SMS and Emails to ensure higher than average attendance of targeted audience * Executed dry-runs with speakers and marketing team of client to reduce chances of errors EFY’S ASSETS DEPLOYED * Extraction of targeted database from EFY’s Database of Databases * Email marketing to Targeted Database * Web-banners on relevant websites of EFY * Push-notifications on relevant websites of EFY * Posts on relevant social media channels of EFY * Promotion via mention of event in relevant news-letters of EFY * Remarketing to EFY Databases via Google, LinkedIN and Facebook * Development of creatives based on best practices and learnings from past successful campaigns * Senior editorial personnel chaired the panel discussion to provide neutral moderation RESULTS REPORTED * Overall visibility gained by the campaign (IMPRESSIONS delivered) in front of targeted audience of R&D and Design Engineers * Breakdown of visibility across different channels * Overall engagement generated by the campaign (CLICKS delivered) * Breakdown of engagement across different channels * Overall Registrants * Overall Qualified Registrants * Overall Attendees including those who pre-registered and those who attended directly * Target to Achievement Ratio w.r.t. Qualified Attendees RESULTS DELIVERED * Against a target of 350 qualified registrants, EFY delivered 405! * Exceeded targets by 15 percent! TRUST-BUILDING INITIATIVES * Complete GAME-PLAN was provided to client within 7 days of their go-ahead for the project, which shared stages of execution along with time-lines--so client was aware what to expect when * List of qualified registrants was provided with complete contact details for the client to review and audit, for those they approved as “qualified” * Only those registrants were passed to clients that met their qualification criterion, and any that client objected to, were removed from our list * All pages, forms and creatives were reviewed with clients prior to them being deployed