Webinar attendees turned into pipeline
Increase in average webinar attendee count
CooperVision, the leading manufacturers of contact lenses across Asia Pacific, is committed to helping people around the world see better every day. Through scientific and technological innovation, operational excellence and close working relationships with eye care professional customers, CooperVision has helped improve the vision of millions and become a trusted global leader in the contact lens industry.
The team at CooperVision takes pride in the innovative science and engineering that goes into designing and manufacturing innovative, high quality contact lenses that meet a remarkably wide range of wearer needs.
After discovering a breakthrough technology proven to slow the progression of myopia among youth in Asia Pacific, the company was ready to start changing the lives of more than 40% of Americans struggling with myopia ( nearsightedness), particularly children 8-12 years old.
Normally, the company would send its sales team into the field to start spreading the word on its latest discovery, but with limited ability to conduct in-person events or face-to face meetings, the team needed a digital-first, go-to-market strategy.
“For us to start growing this new category, we needed a way to get our message out to the market,” said Hamish Thrum, Senior Director MiSight APAC at CooperVision.
Concerned about getting lost in a market flooded with video conferences and calls, the company wanted to differentiate itself. “We started looking for a tool that would give us an edge on the competition, but moreso, something our customers would remember us by,” said Thrum. “We wanted to give them more to do than just look at a screen.”
With ON24, the team at Coopervision built a 5-chapter webinar series that spanned across 5 months. The series kicked off with an introduction to myopia management, the different interventions available in the market, how to start a myopia-management practice and finally, a chapter dedicated to giving key opinion leaders a platform on which to offer expertise while helping the company establish thought leadership.
“We wanted to build a community around myopia management, and to partner with and support our customers on this journey,” said Tacy Song, Head of Professional Services, MiSight, APAC at CooperVision.
The goal? “To put our customers in the center of everything we do,” said Song. The team achieved this by accessorizing each webinar episode with relevant content offers, Q&A, polls, and links to educational resources and webpages.
They worked with designers to create visually engaging, user-friendly consoles that would help audiences take the next steps in their journey, and created plenty of opportunities for attendees to give feedback – a tactic that helped them get to know their customers, the existing demand for their product, and the effectiveness of their positioning and content strategies.
“This series gave us the chance to let our customers know how important they are to us and give them the chance to share their insights and feedback,” said Thrum.
Because this experience was so unique, interactive and covered many stages of the buying journey (from awareness and education to purchase) the team attracted 1000+ webinar attendees, increasing their average attendee count by 30%.
To make sure there were plenty of opportunities for attendees to interact with the experience, the team dedicated 15 minutes before and after each webinar for two-way Q&A sessions during which audiences gave their feedback, asked questions, shared insights and requested follow-up conversations. In fact, over 70% of attendees asked for a follow-up.
“We were able to create stronger relationships with our core customers,” said Song. “For every (webinar) chapter there were at least two polls, sometimes five, and so much of the feedback we received was centered on how unique the experience was. We gave them so much to interact with.”
All of those interactive elements not only kept audiences engaged throughout each webinar, they also helped the team collect valuable first-party data that helped them spot signals of customer intent and react accordingly with relevant sales and marketing follow-ups.
“We generated more leads from this series than we could even follow up with,” said Thrum. “We got really picky about the leads we spent time following up, not a bad problem to have.”
“Unlike the other platforms with more of a ‘hit and run’ mentality, ON24 allowed us to be more strategic and drive more targeted tactics,” said Thrum. “We were able to generate more quality leads and use real-time insights to shortcut into warmer sales conversations.”
“We generated more leads from this series than we could even follow up with.”
Senior Director MiSight APAC, CooperVision