Home » Delivered 7 Times More Registrants for a Webinar on Robotic Soldering Systems in 2 Weeks!

Delivered 7 Times More Registrants for a Webinar on Robotic Soldering Systems in 2 Weeks!

Success @ Digital Marketing India

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

  1. Leading supplier of electronics manufacturing equipment
  2. Promoting Robotic Soldering solutions of a leading global brand represented by the distributor

GOAL OF THE PROJECT

  1. Generate a list of 50 qualified registrants for a LIVE webinar
  2. Ensure 25 to 33% of qualified registrants attend the LIVE webinar
  3. Enroll Qualified Audiences consisting of professionals and senior decision makers involved in production of electronics involving soldering
  4. These qualified audiences would be perfect prospects for their future demand generation marketing campaigns
  5. 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

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