Smarketers drives 60+ Leads For A Hybrid Event for a Premium Google Cloud Partner in Australia
ABOUT XPON
XPON is an Australia-based cloud and Marketing technology company that helps businesses understand customer data better. As a certified GMP and Premium Google Cloud partner, the company deploys its technology and expertise across ad tech, martech, and digital experience to help customers, colleagues, partners, and communities unlock exponential growth.
Objective
To generate registrations and attendees for XPON’S Google Cloud Hybrid Event “Beyond the cookie: How to enhance marketing insights with first-party data” through consistent and engaging outreach marketing methodology. This one-of-a-kind event was conducted in Google Sydney’s office along with a virtual hosting done on Google Meet for attendees from Australia [outside of Sydney] and New Zealand.
Challenges
In tune with the latest developments in marketing, XPON wished to conduct a Hybrid event on how third-party cookies have been deprecated in recent times to be replaced by first-party data sources that activate data-driven marketing campaigns and accurately measure performance.
To ensure their Google Cloud Hybrid Event garners the right traction, XPON approached the Smarketers’ team to undertake marketing activities on the brand’s behalf and generate registrations and attendees both within and outside Sydney.
The company's biggest challenge was unforeseen circumstances leading to a delay in the event date, causing last-minute dropouts. The sudden reduction in the number of attendees, specifically for the in-person event in Google’s Sydney office, derailed XPON’s fervor.
Since Smarketers had been working on the lead generation campaign for a long time, it didn’t take long for the team to revamp the entire ad campaign, including updating event links, informing attendees, and changing the event’s landing page information. The Smarketers team successfully got 60+ MQLs for the event.
Objective
To generate registrations and attendees for XPON’S Google Cloud Hybrid Event “Beyond the cookie: How to enhance marketing insights with first-party data” through consistent and engaging outreach marketing methodology. This one-of-a-kind event was conducted in Google Sydney’s office along with a virtual hosting done on Gmeet for the attendees coming from Australia [outside of Sydney] and NewZealand.
Approach
In tune with the latest developments in the field of marketing, XPON wished to conduct a Hybrid event on how third-party cookies have been deprecated in recent times to be replaced by first-party data sources that activate data-driven marketing campaigns and accurately measure performance.
To ensure their Google Cloud Hybrid Event garners the right interest, XPON approached the Smarketers’ team to undertake marketing activities on the brand’s behalf and generate registrations and attendees within and outside Sydney.
The company's biggest challenge was unforeseen circumstances leading to a delay in the event date, causing last-minute dropouts. The sudden reduction in the number of attendees, specifically for the in-person event in Google’s Sydney office, derailed XPON’s fervor.
Since Smarketers had been working on the lead generation campaign for a long time, it didn’t take long for the team of experts to revamp the entire ad campaign, including updating event links, informing attendees, and changing the event’s landing page information. Through dampened enthusiasm, the Smarketers still managed to get 60+ MQLs for the event.
We built a comprehensive marketing outreach strategy consisting of several lead-generation activities, including
Ideation
We built a comprehensive marketing outreach strategy consisting of several lead-generation activities, including -
Contact mining
we built a comprehensive target list of around 1800+ potential leadsCold calling
a 25% conversion rate of people are either interested in or want to attend the post webinar eventLinkedIn outreach messaging
Every in-person and virtual event was communicated with a set of messages, including a connection request, registration request, and follow-up message.LinkedIn Inmail
With details about the virtual or physical event, an Inmail campaign was launchedLinkedIn Ads
Generated 320+ landing page visits with 4 promotional awareness campaigns, featuring 2 image-based and 2-video based, in Sydney and other regionsEmail copies
A customer experience journey with total of 12 engagement points, consisting of in-person and virtual interactionsPardot Setup
We created Marketing assets and established email automation workflow on Pardot for nurture email drip campaignsEvent Execution
Our team hand-held the entire event, continuously monitoring and solving any technical glitches, collecting audience questions, and ensuring all attendees have a seamless experience.
Post-event Nurturing
The Smarketers team did not limit their efforts only to the event. For people who registered and attended the event, our team sent out two post-event emails: an email showcasing gratitude for showing up and participating in the event and a webinar recording link for future perusal.
Further, we leveled up the game by nurturing non-attendees with an on-demand video strategy. For people who registered but could not attend the event or potential leads who did not engage at all, we sent out an on-demand video, encouraging them to look at the video to understand the evolving challenges of data privacy and implementing a first-party data strategy.
Results
Here are some event statistics
- Direct HTML email campaigns performed better than any other lead generation marketing activity with a Click-through-Rate of 39.63% and 37.45% within and outside Sydney.
- Image Ad campaigns generated 213 website visits within and outside Sydney. Video ads could bring in a total of 93 website visits.
- With emails, ads, and other promotional events, including Linkedin outreach, telemarketing, webinar nurture workflows, etc., we could generate 36 in-person and 39 virtual attendees.
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