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Moving the Needle: Turning Contacts into Customers

Warren SukernekDirector of MarketingWsukernek@triumvirate.com@warrenss

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Environmental Health & Safety (EHS) service provider operating across the

East Coast.500 employees in 10 offices.

We assist clients in all aspects of EH&S management.

Specializing in hazardous waste management and regulated medical

waste (RMW) disposal.

Triumvirate Environmental

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Deliver thought leadership to educate

targets on best practices within

industry.

Goals: Improve awareness, visibility and consideration of

brand. Increase opportunities into more specialized service offerings.

Nurture attendees into buyers.

Rigorous methodology for

nurturing/conversion.

Webinar Series

Objectives

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Webinar Planning•Digital transformation from roundtable event legacy•Integrated into content journey plans

• Used as solution content• Generates several additional assets

•Broad vs Narrow• Awareness• Lead Generation

•Editorial calendar• One webinar per month per industry• Three pre-webinar email invitations• Two post webinar email offers

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2015 Webinars Performance

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Lead Generation FlowLe

ad Webinar Registration

Webinar Attendee

Thank You & Offer

MQL to Sales

Next Relevant Webinar Invite

Lead Nurture Flow

1. Guide

2. Case Study

3. Offer

Segments:

1. Nurtured

2. Past Webinar

3. Industry DB

4. Purchase

5. Multi-Webinar Attendee

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Really liked the speaker - one of the best webinars I have attended in a long time.

I like the webinars from Triumvirate. They are unique and relevant.

I thought this was the best webinar I've attended so far. The presenter was well

versed in the subject matter, articulate, and had good suggestions/answers to the

questions.

The presenter was excellent-good speaker, kept my interest. The topic was basic, but

helped clarify some things for me. My field is wastewater, but I have to do air

compliance also, and it is quite intricate, if not confusing. Thanks for the explanations.

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Key Learnings• Category management: Impact of broad vs. narrow• Thought leadership – energized employees.• 10% of database is from outside service geography• Prospects that have attended 2 or more webinars

convert 2.5X that of non-attendees.

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QUESTIONS?