About the Company
The client is a well-known IT security provider based in New York, New York, with a long history of delivering expert solutions to help businesses navigate complex regulatory environments. Their team of experts has developed a proven solution to address a critical regulatory requirement that impacts numerous industries. With a strong brand presence and deep industry relationships, the client is recognized as a leader in IT security. However, the COVID-19 pandemic presented new challenges, disrupting traditional sales and marketing channels and making it difficult to connect with potential customers. Faced with an urgent need to educate the market and generate leads, the client turned to Digiwigy for support in developing a webinar marketing strategy. The goal was to leverage their existing strengths while adapting to the constraints of remote work and virtual events, ultimately ensuring continued growth and success in a rapidly changing landscape.
The Challenges
Navigating Disrupted Marketing Channels Amid COVID
The COVID-19 pandemic rendered traditional marketing channels, such as in-person events and networking, ineffective. The client needed a new approach to connect with potential customers and build awareness of a critical regulatory requirement impacting their industry.
Educating the Market on Complex Regulatory Changes
The client faced the challenge of educating the market on a new regulatory requirement, including its timing, requirements, and approval process. This complex topic required clear communication and a platform to demonstrate the client’s expertise and build trust.
Achieving Aggressive Sales Goals Remotely
With an aggressive sales target and the entire team working remotely, the client needed a streamlined strategy to generate leads and engage qualified prospects. The challenge was to accomplish this without the usual in-person sales interactions and events.
How did Digiwigy help?
Developing a Turnkey Webinar Marketing Strategy
Digiwigy developed and executed a turnkey webinar marketing strategy designed to educate the market and generate leads. The strategy included all aspects of webinar planning and execution, from selecting the technology platform and coordinating speakers to developing cohesive content and managing attendee engagement. Digiwigy’s cross-functional team worked closely with the client to ensure that the webinar was aligned with their sales goals and that the messaging resonated with the target audience, ultimately driving significant engagement and interest.
Executing a High-Impact Webinar Campaign
Within one month, Digiwigy successfully executed the webinar campaign, coordinating all logistical details and ensuring a seamless experience for both the client and attendees. The team facilitated rehearsals, managed the live event, and provided real-time support to address any technical issues. Post-webinar, Digiwigy implemented a follow-up strategy that included satisfaction surveys, exclusive content offers, and personalized outreach to maintain engagement and nurture leads. This comprehensive approach resulted in a highly successful webinar that exceeded the client’s expectations.
The Results
total webinar registrants
attendance rate (2x the industry average)
respondents wanted to hear more
Achieved an average score of 8.9 on the post-webinar survey, with no response below a 5.
Generated multiple inquiries from attendees immediately after the webinar, leading to new business opportunities.
Facilitated the client’s ability to establish themselves as thought leaders in the IT security industry.
Developed a follow-up content plan that kept the client’s expertise front and center for potential customers.
Maintained strong engagement during the webinar, with 20+ questions submitted by attendees.
Helped the client navigate the challenges of remote work and virtual events, ensuring continued business growth.
Laid the groundwork for future webinars, with plans in place to expand the client’s reach and impact.
The Key Takeaways
Webinar Marketing as a Lead Generation Tool
Webinar marketing proved to be an effective lead generation tool for the client, allowing them to connect with potential customers despite the challenges of the COVID-19 pandemic. By delivering valuable content and engaging attendees, Digiwigy helped the client achieve their aggressive sales goals and build a pipeline of qualified leads.
Thought Leadership Builds Trust and Credibility
Positioning the client as a thought leader through educational webinars helped build trust and credibility with their target audience. By clearly communicating complex regulatory changes and providing actionable insights, Digiwigy enabled the client to establish themselves as the go-to solution provider in the IT security industry, paving the way for future success.
Comprehensive Webinar Planning Drives Success
A comprehensive approach to webinar planning and execution, including content development, speaker coordination, and post-webinar follow-up, was key to the success of the campaign. Digiwigy’s attention to detail and ability to manage all aspects of the webinar ensured a seamless experience for the client and high levels of attendee engagement.
