Raising Awareness and Generating Leads via a Webinar Product Launch


Objective: Our client wanted to launch a new large fleet grid integrated charging product suite at a time when many of its target customers was considering how to shift from initial pilot phase to mass deployment. With the COVID-19 pandemic still restricting travel, it was decided that a virtual event via webinar would be created.

With the aim to ideally achieve 200 registrants and a stretch goal of 300 in total, the campaign targeted public transport and commercial operators, as well as Bus OEMs to invite them to attend an online event ‘Charge More with Less’ that would educate them about the application and benefits of the Grid-eMotion™ fleet.

Activities: A virtual event was created using ON24. We worked with experts at Hitachi ABB POWER GRIDS to create an integrated PR campaign to promote an event schedule that would accommodate a global audience. The invitation process was coordinated using Eloqua via a series of emails and workflows specific for each target audience group.

We supported the email campaign with a series of sponsored posts on LinkedIn targeting and targeted audience groups and specific key accounts.

Results: The results exceeded the client’s expectations, with 521 participants registering for the webinar, as well as 161 Hitachi ABB POWER GRIDS staff. The webinar received a total of 325 live attendees, way above the project goal, and resulted in a 62% conversion rate of registrant to attendee, which is significantly higher than average for a marketing webinar.