Generating leads for Énergir’s energy efficiency programs was challenging due to the diversity of decision-makers involved and the market’s limited familiarity with these types of initiatives. Énergir wanted to better communicate the benefits of its energy efficiency programs and natural gas solutions to engineers, who play an influential role in promoting and recommending these programs within their organizations. To achieve this, the company leveraged webinars to showcase its leading solutions while supporting the lead generation objectives of its business development team.

To maximize registrations among this highly specialized audience, adviso recommended using LinkedIn and its newly released Conversation Ads format, which enabled personalized messages based on the recipient’s job title and company to be delivered directly to their inbox. The team also implemented an integration between LinkedIn, Zapier, GoToWebinar, and HubSpot to automate registrations, communications, and pre-event reminders, maximizing attendance while creating a scalable and efficient acquisition process.

Cette version inclut pratiquement tous les éléments stratégiques du texte source sans tomber dans les résultats ou les tactiques détaillées qui appartiennent davantage aux sections Défis et Stratégies.