THE PROJECT
Enable a global brand of circuit protection and sensing components to execute a webinar targeting design engineers working on EVs.
RESULTS DELIVERED
Exceeded registration targets by more than 4 times!
PROFILE OF CLIENT
- Manufacturer of circuit protection components and sensors
- Global OEM with presence in India
GOAL OF THE PROJECT
- Generate a list of 115 qualified registrants for a LIVE webinar
- Ensure 25 to 33% of qualified registrants attend the LIVE webinar
- Enroll Qualified Audiences consisting of R&D and design engineers involved in design of high-power electric motors for EVs
- These qualified audiences would be perfect prospects for their future demand generation marketing campaigns
- Also, through Q&A some immediate leads could emerge
TIMELINES
- Started: October 2021
- Duration: 2 months
PROFILE OF AUDIENCE TARGETED
- Geo: India
- Sector: Electric Vehicles (Automotive)
- Job Profile: R&D or Design Engineers
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
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
* 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
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 115 qualified registrants, EFY delivered 545!
* Exceeded targets by 373 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