Virtual Events Drives High Engagement and Qualified Leads

Situation:

Gatherly.io had established itself as one of the leading platforms to host virtual events, simulating a real in-person event focused on personalized engagement for virtual networking as you would at a in-person conference. However, it is a very crowded and competitive space and while we were successful in generating leads through Facebook and Google, our close rates were almost 50% of the company goal.

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Task:

Identify new campaigns that can engage both existing and new leads such that we can convert more leads from our acquisition funnel.

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Action:

• Analyzed the event data of our customers who used Gatherly for their own events and found that 40-60% of virtual attendees who registered attended the live virtual event and through a customer survey, customers revealed that virtual events are the best way to engage their community, network and close more deals.

• Within four weeks I had developed and started executing on series of Virtual events for Gatherly where we had various topics of interest and well known guest speakers.

• We promoted the events through LinkedIn, Facebook, Reddit, Twitter, Email and Influencers.

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Results:

• We yielded an average ROAS of 3.8x for each event and also lowered the cost per booked meeting by 35%.

• We were able to convert cold leads into warm leads and closed deals that would have never come back but did specifically because of the event. 

• Getting prospects to show up for meetings was difficult and expensive but as a result we were able to convert leads into booked meetings (Lowering the cost per meeting by 35%)

• This was a perfect compliment to our acquisition and CRM strategies.