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Webinar Marketing Campaign Drives $100,000 in New Revenue for B2B Software Company
“We were excited to kick off our relationship with Assert, and Julie and her team have more than delivered! They go above and beyond client expectations. They have excellent ideas, which turn into strategies, which turn into success for our organization. I have recommended them to many of my peers and will continue to do so!”
Solei Dyment
MSPCFO
Sales and Marketing Executive
“We were excited to kick off our relationship with Assert, and Julie and her team have more than delivered! They go above and beyond client expectations. They have excellent ideas, which turn into strategies, which turn into success for our organization. I have recommended them to many of my peers and will continue to do so!”
Solei Dyment
MSPCFO
Sales and Marketing Executive
NEW REVENUE
Through email, social, and content marketing SaaS support for webinars.
ROI
Generated by a 90-day webinar series
INCREASE
In demo meetings from webinar event
- Challenge
The client had amassed an impressive database of potential clients, but most were slow to move through the sales funnel. MSPCFO needed a way to create urgency among its targeted business personas and elevate them to qualified sales leads to ensure efficient use of its sales team’s resources.
The company’s CEO wanted to boost sales velocity heading into the fourth quarter by screening candidates who were ready to buy and motivating them to participate in a demonstration of the MSPCFO software platform. With more than 8,000 contacts in the company’s database, segmenting, categorizing, and qualifying leads would require a comprehensive campaign to reignite engagement and formalize nurturing activities.
Assert Digital was confident that increasing sales leads was the key to MSPCFO’s financial performance. If we could get them into a demo, the company’s representatives could close the sales by demonstrating the platform’s power:
- Precise product-to-market alignment
- Comprehensive solution
- Proven, quantifiable results
- Unmatched customer support
- Frequent upgrades and new features
- Solution
MSPCFO took Assert Digital’s advice to host a short series of webinars featuring current clients and the benefits they have realized through using the software. Assert felt that seminars accompanied by a robust and synchronized omnichannel inbound marketing SaaS campaign would give newly qualified warm leads an informal forum to learn from MSPCFO’s experts and service providers like themselves in a convenient, low-pressure environment.
To make the campaign as cost-effective and compelling as possible, Assert Digital began by interviewing current customers to determine the best webinar format, draft evocative questions, and develop screenshots and videos of the software in action.
We then embarked on a multiple touchpoint email, social media, and content marketing SaaS outreach campaign to build webinar interest and attendance:
- Wrote blog posts about the webinar subjects’ experiences dealing with MSPCFO and the insights contained within the software’s reports
- Wrote additional case studies about customers not featured in the webinars
- Posted numerous updates to several social media channels inviting MSPs to attend the webinar
- Contacted leads through highly segmented persona-based emails previewing the webinar and allowing early registration
- Managed the webinar’s live stream; posted it to the client’s website, and publicized its availability to those unable to attend
- Repurposed webinar snippets in additional post-event emails and social posts
- Results
The coordinated social media, email, and content marketing campaign Assert Digital designed and executed sparked a nearly 90% increase in the number of software demonstrations.
Of these, 15 scheduled demonstrations of the MSPCFO’s software product. Overall, this enabled the SaaS firm to validate the success of virtual educational sessions with customer guests as a valid way to break through the noise and increase qualified leads.
The company converted 10 of the 15 (67%) of the company demonstrations to contracts. The webinars and associated marketing activities resulted in more than $100,000 in customer lifetime value, more than 20 times the cost of the two-month campaign.
Activating, mobilizing, and monetizing the contacts in our clients’ CRM platform and designing SaaS mid-stage growth strategies that engage ideal prospects is one of the services Assert Digital leverages to create value and fuels B2B growth for Technology and SaaS firms.
ASSERT DIGITAL SERVICES MOBILIZED
Creative and Content
B2B Demand Generation
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