Webinar: How to ruthlessly pursue roi with a dmp

The goal has been to build brand awareness and generate leads for the DMP sales team. After evaluating many publishers and their lead gen guarantee programs I determined AdWeek would generate the greatest ROI. 

In partnership with Labmatik, a programmatic marketing consultant, we tailored the story to a topic that both parties could speak to with unique subject matter expertise. The content strategy was designed to offer actionable insights on how a DMP is useful to the marketer, and make build a sense of urgency to enter the sales cycle.

Promotion Plan:

Pre: Promotional marketing plan included AdWeek &, Turn owned and paid channels such as: Social (Twitter, LinkedIn, Facebook), email, and 1:1 sales outreach. And after the webinar, we syndicated to the blog and resource center.

Post: The webinar continues to live on. Made available to the Turn blog, the Turn Resource Center and the AdWeek webinar archives. Also, extended reach through Labmatik channels.

Results:
- 751 registrants (excluding Turn employees/competitors, B2B Industry Average = 300)
- 227 live attendees (27% conversion rate, exceeding AdWeek average of 25%)
- 33 questions asked during live Q&A (high audience participation, one lead submitted a "question" specifically asking for Turn to contact him to discuss the DMP)