THE POWER OF B2B WEBINARS FOR LEAD GENERATION AND SALES ENABLEMENT
Digital Litmus managed the entire end-to-end solution for us and the results more than exceeded expectations. Webinars are now a key ingredient of our demand generation activities.
BEN PARK, Global Head of Marketing, Spektrix
Spektrix provides a full stack of technology and services for sales, marketing, fundraising and admin teams in the venues industry.
A member of the prestigious Financial Times FT1000 list of fastest growing businesses in Europe, they work with over 340 organisations around the world helping them understand data about their customers and donors, in order to deepen relationships and grow revenues.
Spektrix were keen to explore how to take advantage of webinars for both prospects and existing customers…
With plenty of in-house experts and a captive audience interested in e-Commerce and ticketing solutions, Spektrix were keen to explore how to take advantage of webinars for both prospects and existing customers.
With no past experience running webinars, Spektrix were keen to ensure that their first foray into this marketing channel generated a positive return on investment, and that the technical foundations were in place so they could continue running future webinars successfully.
Having never run a webinar before, Spektrix were looking to us to provide full end-to-end support.
From platform selection and content support, through to managing the webinar experience and and implementing a post-event lead nurturing solution - we guided them every step of the way.
We kickstarted the programme of work with our rapid discovery process – a collaborative workshop with our senior strategists and key stakeholders from the Spektrix teams which established:
- KPIs and objectives
- Target customer segments & personas
- Content strategy, topics and themes
- Paid channel strategy
- MarTech requirements
Webinars are a powerful demand generation tactic but need careful planning. Far too often they generate leads but no sales opportunities for businesses - it was important that sales and marketing were fully aligned to ensure this wasn't the case for this campaign.…
Seb Hardman | DigitalLitmus Managing Director
We recommended Zoom as the webinar platform, configuring it with Spektrix’s MarTech stack, CRM and Outreach.io sales automation platform.
Next, we designed and built the webinar landing page and prepared pre and post-event email nurture sequences within the sales and marketing automation platforms.
The initial technical setup was complex and required a number of integrations across our systems - Digital Litmus made this whole process seamless.…
Ben Park | Spektrix Global Head of Marketing
Inbound & Outbound Promotion
We orchestrated an integrated marketing campaign across inbound and outbound channels, that included:
- Paid social & search ads with persona-based messaging
- Branded emails sent to their existing opt-in lists
- Remarketing ads across all paid social channels
- Organic social posts on Spektrix’s social channels
- Outbound emails for pre and post event comms
Running inbound and outbound in tandem to a target group of accounts was highly effective in amplifying the campaign and rapidly generating webinar sign ups.…
Tania Rae | DigitalLitmus Marketing Operations Manager
The webinar campaign proved to be a great success with high engagement from the target accounts. Webinars are now a permanent fixture in Spektrix's overall demand generation strategy.
Live webinar attendee rate
Event engagement (59min total duration)
Target Accounts Engaged