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.

To learn more about Dawn’s trauma-informed leadership, visit www.DawnEmerickConsulting.com and register for her webinars here.

Chris Ramaglia

Chris Ramaglia


Chris Ramaglia leads our digital strategies at the agency. He has more than 17 years' experience with online lead generation, holds nine digital marketing certifications, and has a borderline obsession with helping our clients smash their new business goals.