Reach C-Level Decision Makers for B2B Purchases
The webinar campaign used email to reach leaders at banks, media publications, and other firms depending on monthly recurring revenue. These companies constantly face the issue of revenue loss from customer churn.
Expensive B2B and SaaS purchases usually involve a long sales cycle where you must reach top decision makers. Inbound marketing and sales pipelines start with creating valuable content that lures in your ideal customers with the right job titles. When you provide marketing content that challenges barrier beliefs and helps customers see your unique value to accomplish their goals, they are happy to receive more information.
The pre webinar campaign used LinkedIn paid ads to reach C-level decision makers.
Mobile phone providers and banks regularly lose customers to churn. Customer churn is when a customer with monthly payments leaves their relationship with the company. Online businesses can only grow when the monthly amount of satisfied customers exceeds the customers lost through churn.
Our Buyer Persona Research for machine learning software revealed that our ideal customers were CXO or VP level searchers who were looking to solve specific business problems such as customer churn. How could we attract and build a trust relationship with these highly selective business leaders?
We chose a webinar where our ideal customers could hear successful case studies and ask questions of the data scientist. We started by researching and scripting the format for the customer churn webinar.
The churn webinar campaigns received hundreds of paid ad impressions in the 3 weeks before the webinar. Only C level, VP level or Director level leaders received the link to the webinar.
These webinar attendees were then given the choice to subscribe to our Email Nurture Campaign and an optional conference with our sales team. This resulted in identifying potential customers who dealt with customer churn at companies such as major banks, national media companies, T-Mobile and Starbucks.