March 12, 2021
Even cybersecurity vendors — like those specializing in protecting APIs, risk monitoring and cyberattack detection — like to go on the road. In fact, roadshows are often so successful that Linda Sim, Cequence Security’s Director of Marketing and Inside Sales, decided to take the company’s message on the road in 2020. The goal? To showcase the firm’s products and providing demonstrations to prospects.
That roadshow didn’t happen. Instead, Sim had to transition the company’s physical events to a webinar series and — as a result — saw a 500% increase in webinar registrants.
To do this, Sim and her team created a three-part webinar series (currently ongoing) called “Feast Your Mind.” The series focused on how organizations can use Cequence’s API monitoring software to protect themselves from cyberattacks.
Each of the three webinars addressed a different topic related to cybersecurity and how the company’s services can help users prepare for imminent threats.
The Best Practices Deployed for a Virtual Roadshow
Best Practice 1: Make Webinar Program Regular and On-Demand
The webinars in the virtual roadshow followed the best practices for running a webinar program. It produced its events on a monthly cadence and made each episode available on-demand so audiences can review the company’s content on their own time.
Best Practice 2: Consolidate Roadshow Content In a Content Hub
To make access to its on-demand webinars easier, Sim also followed another best practice: make events available in a content hub.
On the resources page, Sim’s team listed out all of the firm’s gated content in a content hub, empowering its visitors to easily filter to the content they’re looking for. Take a look:
Best Practice 3: Give Roadshow Unique Branding
Roadshows, summits and series — even if they are virtual — are events. So, its makes sense to make your event stand out.
Sim’s events nailed a virtual roadshow (and webinar program) best practice by making its series easily identifiable with unique branding. As you can see in the screenshot below, each iteration of the virtual roadshow uses the same branding. With this unified branding, audiences can easily identify events within a particular series — especially within its resource hub.
Best Practice 4: Offer Roadshow Incentives
Part of the appeal of attending roadshows and summits is that you — as an attendee — get something out of it. Usually, that’s food (and maybe information on a product you’re interested in).
But providing a take-away or incentive is difficult on virtual channels since companies and audiences can’t directly interact in person.
To get around this, Sim followed another best practice for virtual events and offered registrants a chance to win a $25 pizza gift card:
As a bonus (and smart marketing), Sim tied the series’ name, branding and incentive under one theme: food for thought.
The Virtual Roadshow Results
Sim’s virtual roadshow was a pilot program and its goal was to test whether webinars could successfully help the company capture new leads and build on its customer loyalty. The program exceeded its expectations.
The performance results in three months since the launch of “Feast Your Mind” have been outstanding. Sim’s team has seen more than a 500% increase in webinar registrants and the company’s attendee conversion rate has increased from a 15% average to a 60% average.
The results of the “Feast Your Mind” webinar series solidified the series, which is now a full-fledged and ongoing program.
For Sim and her team, the virtual roadshow is the company’s most successful webinar series and has helped to bring in new leads and nurture its database. The marketing team has grand plans for the program and hopes to maintain its webinar program even as physical events regain popularity.
Because, as Sim and her team found out, this virtual roadshow led to increased engagement with customers and prospects and resulted in more leads.
And the team did so while producing a more cost-effective event that requires fewer resources than physical events.
Lastly, the marketing team is taking advantage of on-demand capability, allowing them to get more use out of their webinars. Just as exciting, the team is capitalizing on the success of the initial three-part series and is expanding the virtual roadshow to include additional topics.