Increasing Webinar Attendee to Sales Lead Conversion Rate
How applying best practices increased self-identifying ‘hot leads’ by 300%
A nationally recognized consulting firm in their field had little trouble attracting an audience for their content. What they did struggle with was getting fresh leads and for those leads to convert into sales opportunities for their six figure and higher services.
With a target of ever elusive IT departments in global organizations with at least half a billion dollars in revenue a year – they wanted to use live events to shift prospects from simply consuming their content to interacting with it and identifying themselves as potential opportunities.
The consulting firm tasked Rally Point to help develop a registration process that promoted a ‘pass along’ effect and events that engaged the audience to promote interaction and self-identification of sales opportunities.
In addition, Rally Point helped with event messaging, content positioning, and overall project management of the webinar working across the client’s executive, marketing, and IT teams.
Rally Point implemented a registration process that highlighted social media integration, video previews, and registrant engagement before the event even began. During the event, polls were implemented that closely related to content while also providing key insight for business development team use post event follow up.
With Rally Point’s help, the consulting firm achieved:
- A record ‘pass along’ rate with 43% of the leads being those never marketed to before
- A 300% increase in qualified leads that self-identified themselves as needing help/follow-up
- Over 55% of the audience taking the exit survey, rating the ‘overall quality of the program’ an average of 4.3 out of 5
By applying the best practices Rally Point implements (and learns) across all of our clients, the consulting firm was able to not only deliver a flawless event but exceed its own marketing records and expectations.