B2B Work Spotlight: Filling webinar seats with strategic lead gen
June 2, 2022
Dawn Emerick is one of the foremost experts in trauma-informed leadership and has incorporated webinars into her marketing mix to showcase her subject matter expertise and drive leads into her funnel.
BroadBased developed and launched a lead generation strategy to promote these webinars with the goal to increase registrations. We created a series of ads to run on LinkedIn and targeted them to her best-fit prospects, and complimented that with an e-blast campaign.
The LinkedIn ads used different sets of creative elements for testing, with some featuring photos and videos of Dawn and the other speakers, while others incorporated animated images to convey the sense of stress and despair that her leadership techniques address.
The ads achieved a 1.2% click-through-rate (CTR), which tripled the LinkedIn benchmark of .40%
Also, the view-through rate of 41% on our video ads bested the benchmark of 29%.
From there, we extended the nurturing funnel to her e-blasts, which tested different subjects and included templates that conveyed a sense of urgency with discounted price offers. Open rates exceeded 40% and CTRs reached a high of 6%, almost tripling the industry benchmark of 2.1% for professional services.
The result was well-attended webinars and significant growth of Dawn’s email list, which can be used in retargeting campaigns and newsletters moving forward.