Home » Delivered 29% Higher Attendance: Webinar for Robotics Engineers

Delivered 29% Higher Attendance: Webinar for Robotics Engineers

Success @ Digital Marketing India

THE PROJECT

Enable a leading power management module supplier to engage with target audience of design engineers and R&D professionals interested in designing solutions for the Robotics sector. 

THE EXECUTION

Target exceeded by 29%. 

PROFILE OF CLIENT

  1. Supplier of Power Management Modules
  2. Global OEM with presence in India

GOAL OF THE PROJECT

  1. Generate a list of 100 qualified registrants for a LIVE webinar
  2. Enroll Qualified Audiences consisting of R&D and design engineers involved in Robotics-related applications
  3. These qualified audiences would be perfect prospects for their future demand generation marketing campaigns
  4. Also, through Q&A some immediate leads could emerge

TIMELINES

  • Started: August 2021
  • Duration: 40 days

PROFILE OF AUDIENCE TARGETED*

  • Geo: India
  • Sector: Robotics & Industrial Manufacturing
  • Job Profile: R&D or Design Engineers or Heads of Manufacturing 

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 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 its websites and other online platforms
* EFY’s team deployed re-marketing 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
* Executed dry-runs with speakers and marketing team of client to reduce chances of errors
* Provision of backup systems at EFY’s end to ensure zero-disruption in case there is any failure in the client’s system

EFY’S ASSETS DEPLOYED
* Extraction of targeted database from EFY’s Database of Databases
* Web-banners on relevant websites of EFY
* Push-notifications on relevant websites of EFY
* Posts on relevant social media channels of EFY
* Email marketing to Targeted Database
* Promotion via mention of event in relevant news-letters of EFY

FACTORS REPORTED 
* Overall visibility gained by the campaign (IMPRESSIONS delivered)
* 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 registered and those who attended directly
* Target to Achievement Ratio w.r.t. Qualified Attendees

RESULTS DELIVERY TO CLIENT
* Against a target of 100 qualified registrants, EFY delivered 129
* Exceeded targets by 29 percent!

TRUST-BUILDING INITIATIVES
* Complete GAME-PLAN was provided to client within 7 days of signing of the deal which shared stages of execution along with time-lines to ensure that client was aware–what to expect when
* Only those registrants were passed to clients that met their qualification criterion, and any that client objected to, were removed from the list
* List of qualified registrants was provided with complete contact details for the client to review and audit
* All pages, forms and creatives were reviewed with clients prior to them being deployed

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