April 14

Lead Qualification: Webinar marketing strategy boosts conversion 500%

Lead Management


Providing relevant and valuable content in webinars is key to a successful strategy. But for Adobe, while the content was there, the strategy was not.

“When I came on in 2008, we had a webinar program and a lot of other programs running very disjointed. Every program, every webinar all had various different promotional plans behind it, and they were really a one-off situation. We did a lot of work to look at that one-off strategy. Actually, I wouldn’t even call it a strategy. There really was no strategy,” Shelby Britton, Senior Product Marketing Manager, Adobe, explained.

After realizing this challenge, Shelby and the team at Adobe put forth the idea that by creating more useful and relevant content to prospects, they could use that data to better qualify leads to Sales and discover where those leads were in the buying process based on what webinar content they consumed.

Watch this brief video from a MarketingSherpa Lead Gen Summit 2013 session to hear Shelby and Daniel Burstein, Director of Editorial Content, MECLABS, discuss how the team assembled a webinar strategy to better serve prospects as well as be more useful for lead scoring.

The results of this transformation in webinar marketing led to a 75% increase in open rate and 120% clickthrough rate increase in emails promoting the webinars.

Watch the entire session, “Lead Qualification: How demographics, content and behavior helped Adobe boost conversions 500%,” to discover how Shelby took this challenge even further by scoring webinar leads and how that effort resulted in a 500% conversion rate increase in sales.

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About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

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