HOW CAN WE...

... generate leads when live events are being cancelled?

 

Evonik Health Care is a solutions provider and development partner for the global health care industry.

 

Before the pandemic, they relied on trade shows to reach their target audience and generate leads. As all global trade shows were postponed to 2021, this method of customer acquisition was no longer viable. 

 

There was a silver lining — an influential nutraceutical and food supplement show was scheduled to be hosted virtually.

 

This was an opportunity to reach new customers using marketing automation and inbound strategies. After the event, they would host two webinars to nurture leads they’d captured at the virtual event.

HOW DO WE...

... onboard & deploy Inbound Marketing strategies to acquire new customers in record time?

 

The client’s goal was to generate at least 30 Sales Qualified Leads (SQLs), but there were two obstacles: 

 

  • They’d never run an Inbound Marketing campaign using marketing automation.

 

  • At four weeks, the timings for preparation and deployment were tight.

 

So, they reached out to Huble Digital.

 

We started with strategy workshops to create buyer personas, content plans and define lifecycle stages. After this, we attained a HubSpot Marketing Pro licence for content and PPC campaign deployment.  Next, we created customisable landing pages and lead nurture workflows. To drive webinar registrations we used:

 

  • LinkedIn Audience Targeting: Using LinkedIn Sponsored Posts to drive sign-ups and eBook downloads.

 

  • Google Search Ads: Targeting relevant search terms to drive eBook downloads.

 

“With live trade shows cancelled, we need to capitalise on virtual events using marketing automation.”

The COVID-19 pandemic saw the client’s bread-and-butter lead generation channels cancelled, forcing them to seek digital alternatives. Essentially, all global trade shows were postponed, with organisers having to quickly pivot to virtual alternatives.

But without a marketing automation platform and inbound strategy in place to nurture leads digitally, these virtual event opportunities would go to waste.

ACQUIRING...

... customers using HubSpot, integrations & Inbound Marketing

 

HubSpot Marketing Pro was used as the base of operations. From the platform, we deployed email workflows, housed content assets and landing pages, and ran a successful PPC campaign using LinkedIn Ads and Google Ads.

We also selected GoToWebinar for its ease-of-integration with HubSpot. This ensured our client’s webinars were hosted on a robust platform with high visual and audio fidelity.

Also, because the two webinar registration forms were housed on one landing page, we opted to integrate HubSpot with Zapier to segment lead sign-ups.

GENERATING...

60

Sales Qualified Leads in just two months, against a target of 30 

STATS

132

total leads by leveraging event sign-ups & webinar registrations

144

webinar sign-ups

1338

clicks using paid media, for a €68.66 average cost-per-lead.

STATS

132

total leads by leveraging event sign-ups & webinar registrations

144

webinar sign-ups

1338

clicks using paid media, for a €68.66 average cost-per-lead.

Julia Born

Head of Market Communications Health Care

"With a turnaround time of four weeks, I didn’t think we’d have a workable solution to acquire customers using marketing automation and inbound strategy. Thanks to Huble Digital, we got that — and more — doubling our initial goal of 30 Sales Qualified Leads.”

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