Webinar series delivers over 400 participants and 40 new leads.

Webinar Planning | Content Planning | Email Marketing

The Client

Contract test services provider to international medtech sector.

Industry

Medical Devices

The Brief

As part of an overall promotional plan, we were requested to develop a campaign to promote the company’s packaging testing services.

The Challenge

The sales process was complex and direct promotion of the testing services was having limited results. We needed to identify a way that would engage decision makers.

The Idea

Rather than promote the testing services directly, we proposed that our client run a series of educational free webinars that would inform Quality professionals on the risks and implications of non conforming packaging solutions for medical devices. IMS were responsible for all aspects of the webinar planning and promotion: Content was planned with the in-house Quality person. We designed a specific website landing page to outline the benefits of the webinar. E-Mail and LinkedIn marketing campaigns were then run to promote sign-up to the webinar.

The first webinar attracted over 130 subscribers with approximately 90 taking part with a large number of these being fresh contacts for the company. In the weeks that followed many of these turned into new leads for our client. On the back of the first webinar’s success, the webinar was repeated on three other occasions in the next 6 months, each time with similar success.

The Results

This campaign was a great example of a targeted campaign which focused on education first and sales promotion second. This indirect lead generation approach resulted in over 400 webinar participants, a large number of new contacts and approximately 40 new leads.

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