I planned and executed a multi-channel B2B and internal marketing campaign for a live webinar training series. The weekly presentations delivered business and marketing insights, tips for successfully selling and installing products (especially indoor air quality solutions), and technical training to help HVAC contractors weather the rough economic times caused by the COVID-19 pandemic.
Key metric: Live webinar attendance rate above 46% average for all sessions.
Results: Across 21 sessions (two each week), our average attendance rate was 71.1%, with a total of 4432 attendees for all sessions.
Results: Across 21 sessions (two each week), our average attendance rate was 71.1%, with a total of 4432 attendees for all sessions.
The campaign consisted of 9 email sends (with internal and external-facing versions), two Salesforce posts, 5 social media posts, and two website banners. I created all of the copy, social media posts, tested and approved emails, defined target audiences, coordinated design, development, and email dates with cross-functional teams, and reported on results.
Carousel banner on lennoxlearningsolutions.com, which led to the registration page for the weekly webinar series.
Hero banner on lennoxpros.com, advertising the live training sessions.
Tweet.
Salesforce Chatter post.
Facebook post.
LinkedIn post.
LinkedIn post.
First customer-facing email marketing this webinar series. This marketing email series included 9 weekly email sends, with customer-facing and internal-facing versions of each send.
