THE GOAL
Enable a leading distributor of Electronics Manufacturing Equipment to attract a qualified audience of technical decision makers, production and procurement personnel from electronics manufacturing firms to register and attend their webinars.
THE EXECUTION
- Exceeded target for qualified registrants by 7 times!
- Delivered 6.5 times the targeted attendees for webinar!!
PROFILE OF CLIENT
- Leading supplier of electronics manufacturing equipment
- Promoting Robotic Soldering solutions of a leading global brand represented by the distributor
GOAL OF THE PROJECT
- Generate a list of 50 qualified registrants for a LIVE webinar
- Ensure 25 to 33% of qualified registrants attend the LIVE webinar
- Enroll Qualified Audiences consisting of professionals and senior decision makers involved in production of electronics involving soldering
- 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: Mid-September 2021
- Duration: 2 weeks
PROFILE OF AUDIENCE TARGETED
- Geo: India
- Sector: Electronics Manufacturing
- Job Profile: Technical decision makers, production and procurement personnel from electronics manufacturing firms
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) * Webinar was the first amongst a series of 6 webinars held every alternate month 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 * EFY developed a micro-site where all recordings of all webinars (in the series) are displayed for audiences to view after 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 hosts the session 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 50 qualified registrants, EFY delivered 421! * Exceeded targets by 7 times! 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