biodiscovery-logo

Demand Generation for Webinar Registration

bio-webinar-image
 

SmartAcre helped client, BioDiscovery, increase the demand for webinars, a crucial piece of their overall marketing strategy, by effectively managing campaigns through their marketing automation platform (HubSpot) and webinar platform (GoToWebinar).

Results.

3x

Webinar Registrations

More webinar registrations:

November 2015 – December 2015

 

5%

Webinar Registrations

Increase in webinar registrations:

December – February

536%

Webinar Recording Downloads

Increase in webinar recording downloads:

November – December

122%

Number of Registrations

Increase in number of webinar registrations:

October 2015 – Feb 2016

290%

Number of Attendees

Increase in attendees:

October 2015 – Feb 2016

Challenges

  • Low number of average webinar registrations to start with
  • Challenges promoting to the right persona
  • Lack of overall strategy in place for promotion of webinars

How We Did It

SmartAcre reviewed the client’s past webinar trends to develop a marketing strategy best suited for BioDicovery’s audience. The goal was to acquire additional registrations and convert the registrants to sales qualified leads post-event. By increasing the amount of time spent before the webinar to promote the session and personalizing email messaging with applicable company and lead information, plus adding an additional follow-up stream of messages after the session, the amount of registrants drastically increased, along with an increase in attendees and SQL’s. Crafting social messaging to promote the webinar session, including the creation of a new hashtag now associated with all BioDiscovery webinars, generated additional registrants from new and existing leads. Post-registration, SmartAcre added sharing options to the registrants’ confirmation emails for additional visibility.

Webinar Registration Landing Page:

bio-webinar-landing-page
 

All of these tactics were strategized based on SmartAcre’s research to ensure messages were being sent on the most optimal day at the most optimal time, allowing for the best open and click rates using HubSpot reporting, email personalization, and workflow capability.

Email Invitation Strategy:

The emails used to invite prospects to the webinar not only utilized Smart CTA’s to display personalized information, for example, including the recipient’s department or company name, but the email subject lines were optimized, too. We analyzed previous emails sent by BioDiscovery to identify the two most optimal times to send emails within the work week, in order to maximize the open rate of these webinar invitation emails. For the first time slot, we emailed everyone with “Invitation Email Round 1: Subject Line A.” Then, anyone that did not open that first email was emailed again during the second most optimal time slot during that week. The email we sent them contained the exact same copy as the first one, but used a different subject line – “Subject Line B.” This helped to increase overall invitation open rates.

Invitation Email Round 1:
Subject line A = “New Webinar, Just For You!”
Subject line B = “Efficient Reporting Within ACMG Standards Is Key”

bio-webinar-Email-invite-round1

For later rounds of invitations being sent to contacts that still had not registered for the webinar, we styled the email to appear as though it was being sent directly and personally from a member of the BioDiscovery team and appeared to be a forwarded version of the first invitation email (see “Email Invitation Round 2” image).

Invitation Email Round 2:
Subject line = “FW: Webinar Tomorrow”

bio-webinar-email-invite-round2

Social Media Tactics:

After working with our design team to put together graphics promoting the webinar (see “Webinar Promo Tweet” image for one example) and using a consistent hashtag for all webinar-related tweets, we saw an increase in social media interactions and followers. Overall, BioDiscovery’s Twitter audience tripled through webinar-related promotions and similarly styled tweets.

Webinar Promo Tweet:

bio-webinar-promo-tweet

Webinar Follow-Up Strategy:

Immediately following the webinar, a thank-you message was automated to be sent to all attendees and include personalized content based on the individual’s survey responses. Because the webinar had just ended and the recording was not yet available to share, we offered a trial request of the software the attendees had just seen for any lead ready to take the next step in the buyer’s journey. On average, these emails received a 7% click-through rate.

Once the webinar recording was available, we emailed all registrants sharing the landing page link to access the video. The landing page was shared on social media and in monthly newsletters that were sent to all opted-in contacts, regardless of their webinar registration status, however the landing page utilized HubSpot’s smart content. Based on the individual viewing the landing page, the experience would slightly differ. Someone visiting the landing page that did not register for the webinar would be prompted with a form to provide their information before viewing. Once they submitted the form and could access the video, these visitors would also see a call-to-action to download a related piece of content. Registrants would skip the form since we already had their information and instead would see a call-to-action to download a trial of the software. We used HubSpot Smart CTA’s so that attendees would see a different call-to-action based on whether or not they had already requested a trial from the previous email.

Want more? Learn how SmartAcre redesigned BioDiscovery’s website to improve traffic, conversions, and user experience with HubSpot!

READ MORE »

About BioDiscovery:
BioDiscovery provides a full line of modular software packages spanning image analysis, microarray data processing, and advanced analysis of CNV and expression data built for power (handling of large scale data with ease), versatility (able to handle and process data from all commercial platforms), efficiency (optimum usage of computing resources) and offers an acute sense of fitness for purpose (usefulness to our community of users). These products empower Biologists and Geneticists with sophisticated, yet highly usable tools to analyze and interpret their data and draw meaningful conclusions.

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