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The initial key metrics were that we more than doubled the engaged email list by 50% in 4 months. Conference attendance was also up by 30% vs. pre-covid levels.
Subscription Insider, and it's flagship conference Subscription Show, are a niche business that targets professionals in the subscription space. The goal is connect our sponsors with professionals in the industry. The primarily challenge was to re-invigorate the the list of professionals and restart the in-person conference that had been decimated by COVID.
Rather than focusing just on attracting attendees to the conference, we focused first on building up the Subscription Insider brand and replenishing the funnel of leads. We did this by focusing on improved content, an improved website and creating a series of free webinars and similar lead gen types of events. We then focused on marketing efforts on building the top of the funnel and using simpler tactics, like email, to convert over to the conference.
The initial key metrics were that we more than doubled the engaged email list by 50% in 4 months. Conference attendance was also up by 30% vs. pre-covid levels.
Email Marketing,Content Marketing,Paid Ads,Paid Ads,CRO,Web Development,Paid Ads,CMO,Web Development
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Advertising budget was doubled but pipeline from digital channels remained the same. Lack of reporting and clarity between channels driving performance
The main challenges with working on this account were doing a complete overhaul of their creative direction and building a content structure that would help promote their application accurately. Understanding the product in-depth, and the best way that we could bring it to the eyes of their customer base and relevant users was also tricky. Finding original topics to help us build their social media and promoted content is something we have to deal with on a monthly basis as well. To keep things interesting for the users and for their unique community, we ensure a healthy content rotation and hyper relevant ideas.
The client had the following challenges:
Built a new brand from the ground up as an offshoot to the client's original business.
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