Challenge: immixGroup provided marketing services to its top tier clients to help generate federal business for its clients. Network General a client wanted to promote its IPv6 product to the government market. With an Office of Management and Budget (OMB) mandate that all federal agencies migrate to IPv6, the webinar was used as an educational event to help agencies comply with this initiative.
Solution: The starting point of the program was a creative brief that was shared with the client to ensure that there was consensus on the approach and on the budget. Then a program plan was developed with milestones and a full blown schedule for each task. Several emails were sent out to rented lists that targeted federal IT and telecom personnel focused on IPv6. A presentation was developed with the Network General subject matter experts focusing on the “Keys to Successful IPv6 Transition in the Federal Government”. The Network General sales team was also encouraged to invite any of their potential prospects. A script was created for calling prospects and telemarketing was used to promote the webinar to even more prospects and to confirm those that had registered to attend. A survey was posted after the webinar to gain feedback on the content of the webinar and to qualify leads further. After the webinar a follow-up email was sent out with a link to the recording and with a free trial for Network Genera’s network and application monitoring solutions.
Results:
349 prospects registered for the webinar
139 prospects attended the webinar
32,673 emails were sent to promote the webinar
395 average click rate for the emails
1.14% average click through rate for the emails
760 calls were made
20% connection rate
43 prospects were registered
99% of survey respondents rate the webinar as “very good”, “excellent” or “fair”
