Driving Digital Event Registrations

Goals and Objectives

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• Drive engagement with attendance from 20% of our customer base to support retention after a leadership change
• Move free trial and customer prospects through the funnel
• Power customer expansion by highlighting our full product suite

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Marketing Strategy

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We needed to fit into a very quick promotion window while presenting a dynamic digital event that delivered fun, thought leadership, and practical help in one packed afternoon.

• People are tired of boring digital events. Our team built a marketing plan and event landing page that incorporated fun visuals, quippy messaging, and big personality to present the digital event as entertaining, fun, and community-building instead of another dry webinar.
• We needed a high-impact strategy, fast. Given the short promotional window, we leveraged a multi-channel strategy with email as the cornerstone, alongside organic social and paid social to create awareness and signups.
• Specificity sells. We focused on delivering value and engaging three personas with the event. The “ministry strategist” persona engaged our mature users with thought leadership and visionary thinking. The “Orange power user” persona delivered practical tools for a better product experience. And the “new kid on the block” to attracted and appealed to those exploring the brand or new to the products.
• Go where your audience is. While email dominated traffic generation, strategic placement across in-platform banners and customer channels drove 14% of traffic and reinforced campaign messaging and awareness.

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Results and Achievements

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• Outperformed YoY Engagement: In three weeks, our event surpassed 4,642 signups. We beat the total number of organizations engaged last year at this time through in-person events. The digital event presented a strong brand impression at an exponentially lower cost and sustainable footprint for the organization during a re-org.
• Expanded Reach: With targeted focus on key audience segments, we connected with a diverse audience, including 67% of attendees from customer organizations and 33% from prospect organizations.
• Driving Product Adoption: Our sales team engaged with 42 organizations to educate and offer strategic product up-sells, closing over $5k in additional revenue.

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Summary of Campaign

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After a challenging and public change in our leadership, this event marked an important milestone in presenting a strong impression that galvanized our audience around the vision and authority of our brand. Our team delivered a quick-turnaround marketing campaign that effectively leveraged personality and fun to drive signups, leading to a wildfire of positive engagement from the live event. Our marketing set high expectations that the event delivered. Between sponsorships and product up-sells, we achieved over $10k in revenue. Most importantly, we maximized the one-time digital event to create engaged, raving fans.