DELIVERING A
MULTICHANNEL EVENT CAMPAIGN

project-logo

Wranx

wranx.com

Who they are

Wranx is an e-learning platform that improves the performance of companies.

172

QUALIFIED LEADS GENERATED

£150K+

ACTIVE PIPELINE OF PROSPECTS

11

COMPETITORS ANALYSED

The project

Learning Technologies is the UK’s biggest workplace learning exhibition and sponsorship doesn’t come cheap. As an event sponsor, Wranx wanted to make sure it made the most of its investment, so approached Active Profile to deliver an integrated, end-to-end lead generation campaign.

Objectives

  • - Promote Wranx’s sponsorship and pre-book meetings at its stand
  • - Capture and segment lead from on-the-floor discussions at the event
  • - Engage leads with tailored nurturing activity following the event

ACTIVE PROFILE RECOGNISED THE ROI WE NEEDED FROM THE EVENT AND CREATED A CLEVER CAMPAIGN THAT HELPED US ACHIEVE IT, USING A MIX ON AND OFFLINE TACTICS TO GENERATE OVER 100 HIGH-QUALITY LEADS.

Tony Martin • Sales Director of Wranx

The solution

To make sure its investment was wisely spent, Wranx not only needed to generate a significant number of leads, but needed them to be qualified, scored and segmented too. Cross-channel promo work began well ahead of the event, with a “State of Employee Learning” book of expert interviews supporting activity and raising the profile of Wranx’s sponsorship. On the day, Wranx reps were given access to a lead capture portal to use to easily add contact details to the company CRM. Leads were automatically segmented based on industry and role, with scores applied based on likelihood of conversion.

Leads were automatically segmented based on industry and role, with scores applied based on likelihood of conversion. Automated touchpoint and nurturing activity was then delivered following the event based on the segmentation of the leads. Additional competitor research activity was also carried out during and after the event. Information about everything from pricing to processes to demo approaches was collected and a detailed dossier presented back to Wranx.

The result

Through activity before and during the event, we generated 172 qualified leads segmented into eight different groups. Automated activity tailored for each group was created in advance of the event and scheduled to begin the day after it finished. Leads were nurtured with relevant content and conditional touch-points. The campaign resulted in an active pipeline value in excess of £150,000 for Wranx and a number of deals closed to date.

With all of Wranx’s main competitors at the event, it was possible to gain a lot of research very efficiently. With a prearranged set of questions and areas of focus, initial information was gained from twenty competitors, with further in-depth research carried out and demos arranged following the event.