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Moving the Needle: Turning Contacts into Customers
Warren SukernekDirector of [email protected]@warrenss
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Environmental Health & Safety (EHS) service provider operating across the
East Coast.500 employees in 10 offices.
We assist clients in all aspects of EH&S management.
Specializing in hazardous waste management and regulated medical
waste (RMW) disposal.
Triumvirate Environmental
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Deliver thought leadership to educate
targets on best practices within
industry.
Goals: Improve awareness, visibility and consideration of
brand. Increase opportunities into more specialized service offerings.
Nurture attendees into buyers.
Rigorous methodology for
nurturing/conversion.
Webinar Series
Objectives
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Webinar Planning•Digital transformation from roundtable event legacy•Integrated into content journey plans
• Used as solution content• Generates several additional assets
•Broad vs Narrow• Awareness• Lead Generation
•Editorial calendar• One webinar per month per industry• Three pre-webinar email invitations• Two post webinar email offers
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2015 Webinars Performance
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Lead Generation FlowLe
ad Webinar Registration
Webinar Attendee
Thank You & Offer
MQL to Sales
Next Relevant Webinar Invite
Lead Nurture Flow
1. Guide
2. Case Study
3. Offer
Segments:
1. Nurtured
2. Past Webinar
3. Industry DB
4. Purchase
5. Multi-Webinar Attendee
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Really liked the speaker - one of the best webinars I have attended in a long time.
I like the webinars from Triumvirate. They are unique and relevant.
I thought this was the best webinar I've attended so far. The presenter was well
versed in the subject matter, articulate, and had good suggestions/answers to the
questions.
The presenter was excellent-good speaker, kept my interest. The topic was basic, but
helped clarify some things for me. My field is wastewater, but I have to do air
compliance also, and it is quite intricate, if not confusing. Thanks for the explanations.
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Key Learnings• Category management: Impact of broad vs. narrow• Thought leadership – energized employees.• 10% of database is from outside service geography• Prospects that have attended 2 or more webinars
convert 2.5X that of non-attendees.
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QUESTIONS?