How a connected programme of webinars and customer events generated consistent registrations across several propositions and audiences.
Client confidentiality: The client name is withheld in line with confidentiality and NDA obligations. The challenge, work and reported outcomes are genuine.
The challenge
A specialist B2B organisation needed to increase registrations across a varied programme of webinars and customer events. Each event had a different proposition and audience, but the wider requirement was consistent: generate relevant interest at scale and convert that interest into registrations the commercial and event teams could use.
Daniel’s role
Daniel developed and delivered the digital demand-generation activity supporting the programme. This involved adapting audiences and messaging for individual events while maintaining a consistent, measurable approach to promotion, registration and optimisation.
The approach
Defined audience groups around the subject and commercial relevance of each event.
Adapted campaign messages to give each audience a clear reason to register
Adapted campaign messages to give each audience a clear reason to register.
Used paid digital promotion to build awareness and sustain registration activity
Used paid digital promotion to build awareness and sustain registration activity.
Connected campaign traffic with focused event-registration journeys
Connected campaign traffic with focused event-registration journeys.
Reviewed performance across the programme and refined activity around registration outcomes
Reviewed performance across the programme and refined activity around registration outcomes.