Challenge: To bolster leads and potential sales opportunities for a RF link testing product named the Channel Simulator – a webinar program was developed. The challenge was to find an angle to promote the product in an educational and compelling fashion that would interest the target audience. An interesting use case was developed that illustrated how the product was used by NASA to assure communications between the mars rover and it's helicopter drone. The use case was very timely because the Mars Rover was a hot topic in the news and it was a very intriguing topic to this engineering audience.
Solution: The webinar targeted existing prospects that had expressed an interest in the Channel Simulator. Since this was an in-house list, there were no costs for the marketing program other than staff time. Three different emails were developed with different messages to promote the webinar. The marketing began about a month before the webinar. The sales team was also encouraged to invite any of their potential prospects. Working with product manager a presentation was developed that discussed the NASA use case and the benefits of using the Channel Simulator. Telemarketing was also 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 a white paper about the Channel Simulator. After the webinar, five emails were sent over the next few months to nurture leads and provide different offers. These leads were tracked using the marketing automation system – Act-On and by checking the status of leads with the sales team on a weekly basis.
Results:
110 prospects registered for the webinar
36 prospects attended the webinar
100% of the survey respondents rated the survey as “very good” or “good”
76% of the survey respondents requested a Channel Simulator demo “now” or “in the future”
