Fractional marketer - Webinar producer - Founder of ContentUK
Hubbub needed more leads from the education and charity sectors. Although their content marketing was attracting their target audience, they wanted to build relationships with those further down the buying cycle.
Hubbub are a B2B ed-tech company helping nonprofits inspire, ignite and grow cause-led movements through digital.
“Christina helped organise two live online training courses. She is calm under pressure, well-organised, and focused on solutions and producing the desired outcome." Howard Lake, Founder of UK Fundraising
A large list of qualified leads for business development to easily engage with. Quarter’s pipeline target was met.
247 qualified leads. 437 registrants. 8 weeks. 4 webinars.
I had already established an engaged community via a regular blog, newsletter and social media.
However, it was not particularly easy for Business Development to identify those further down the buying cycle or to coldly contact them.
With an already engaged audience and the educational nature of webinars, it seemed like an ideal channel to build closer relationships with Hubbub’s target audience.
I decided to test the waters with a carefully planned webinar targetting 150 registrants and would run a further 3 webinars that quarter if the process worked.
I’m going to focus on the first webinar specifically as the following 3 had similar processes.
Given the goal was a lead generation one, it was important to understand the needs of Business Development and Sales.
I organised a kickoff meeting and we agreed (via a written doc) the precise definition of an ideal lead.
We established how many registrants were needed to reach the company pipeline target.
We agreed on some pre-webinar registration quesions to understand registrants' pain points and make life easier for the sales team during their post-webinar follow-ups.
Hubbub’s CEO had published a guide ‘How to Run a Major Crowdfunding Campaign’ which was gaining daily downloads. It was clearly a topic Hubbub's target audience cared about so a webinar on the same topic seemed a safe bet.
Howard Lake (publisher of fundraising.co.uk) has a big following in the charity space so we got him onboard to ‘host’ the webinar.
(note: I iterated on topic selection for future webinars; specifically picking topics that those further down the buying cycle were interested in).
I uploaded a video of the webinar to Hubbub’s YouTube channel and Hubbub’s website. I emailed it to all webinar attendees within 24 hours of the webinar. I created 6 different segments (e.g depending if someone was a lead, had attended, or not attended etc). Each segment received different email copy.
The business development team then personally got in touch to engage with relevant people.
All tasks were placed into a template Trello board which I copied and tweaked for future webinars.
The process changed and improved after each webinar. For example, the first webinar drove lots of traffic but not necessarily from people far down the buying cycle.
The topic of the third webinar, ‘How to run a crowdfunding program’, had fewer attendees but attracted those who were further down the buying cycle.
If you have any questions about how I can help you run a lead-generating webinar for your B2B startup, get in touch for a chat!