Energir

Energir chose to leverage webinars to introduce engineers to the company’s leading-edge natural gas solutions and energy efficiency programs. Webinars are also a great way to generate leads for their business development team.

In order to generate as many registrations as possible for these webinars intended for such a niche target audience, we recommended that our client use the LinkedIn platform and more specifically the Conversation Ads that LinkedIn had just made available to us. LinkedIn’s Conversation Ads allow companies to send personalized messages (job title, company name) directly to a user’s inbox and initiate an interactive engagement.

Thanks to a Lead Gen Form submission rate of 71%, more than a quarter of the webinar registrations came from the LinkedIn Conversation Ads. The cost of driving those registrations was also 87% less than the standard lead ad format, at a CPL of $10CA.

As a result of the campaign’s success, we integrated LinkedIn Conversion Ads as the main tactic to reach their audience for their second webinar. “When optimizing, we allocate our investments on the most efficient initiatives. Even though we assigned much more budget to the Conversation Ad format, we were able to scale with even better results”, Simon Lahaie, Digital Media Strategist at Adviso.

In addition, Energir was able to leverage LinkedIn integration with Zapier to automatically sync their webinar registrants to their GoToWebinar instance and was also able to push them directly into HubSpot. Communications and reminders were then sent leading up to the event to ensure maximum participation.