106 new leads and strong engagement during the FORT webinar

The Challenge

FORT wanted to attract more leads to promote its incident response services, targeting SMEs in the non-banking financial sector (insurance, brokers, fintech, etc.). The audience was selected based on its shorter sales cycle and its representation of a segment that FORT had not fully covered through its other sales and marketing activities.

In this, we tried to go after “low hanging fruit,” identifying the target audience most likely to convert quicker. This would build confidence in marketing, strengthen the relationship between marketing and sales, and give us leverage to expand on future strategies to generate leads. It would also give the sales team a database of warm leads.

FORT’s mass marketing activity had been limited before the webinar development (the company favored personal interactions over mass outreach), so the market awareness wasn’t very high. Plus, they didn’t have a database of contacts with whom they communicated frequently. Luckily, we could use the database generated by the group they were part of, Bittnet, which was GDPR compliant and part of the target audience we identified.

Solution

Because we were aiming for “quick wins,” we proposed organising a webinar named “Cybersecurity for SMEs - When it’s a must, not a maybe.” In this webinar, we also asked a FORT client to share their insights into how they used FORT’s Cybersecurity services.

Stoica was in charge of the entire project management and marketing of the webinar - from setting the platform to coordinating communication within the group (Bittnet), marketing for the speakers’ audiences, and marketing through paid and organic channels. Stoica also managed the webinar's on-the-day flow with the speakers and sent the post-event follow-ups.

The marketing campaign included:

• Email marketing to the group’s database
• Social media marketing - both organic (posts) and paid
• Direct invites from the speakers to their contacts
• Posts through industry partnerships that shared the info about the webinar to their communities

Results

The website received 600 new visits during the campaign period, and the social media accounts saw an increase in engagement and reach from a combination of organic posts and paid ads. Given that the target market was quite limited, this was a positive result that helped increase FORT’s awareness.