whacked’s Live Events & Webinars

Role

Marketing strategist

Background

At whacked, we recognized the need to both educate the public about our brand and build meaningful relationships simultaneously. LinkedIn’s live events and webinars is an ideal platforms for this purpose, providing opportunities to interact directly with our target audience. Every touchpoint, from pre-webinar planning to post-webinar follow-up, was designed to achieve four key objectives:

1. Increase brand awareness.
2. Expand our list of accounts penetrated.
3. Deepen relationships with potential and existing clients.
4. Showcase our authority and build trust.

Process

Creating Workflow and User Journey

To maximize the effectiveness of our webinars, the team developed Standard Operating Procedures (SOPs) that shows all aspects of the webinar lifecycle, including preparation, execution, and follow-up activities. The SOP were designed to maintain consistency and reduce uncertainty across all events.

In addition to our operational guidelines, we crafted a detailed user journey map for participants of our webinars. This journey map served as a critical tool for visualizing the entire process from the participant’s perspective, from initial discovery and registration to active participation and post-webinar engagement. This comprehensive mapping allowed us to pinpoint crucial interactions—touchpoints where we could enhance engagement, provide value, and foster deeper connections with our audience.

Webinar User Journey

Content Repurposing and Continuous Improvement Loop

We recognized the potential to extend the value of our webinar content and reduce workload for demand generation team to create new contents by repurposing it. We are also committed to a continuous improvement loop, where regular feedback from each event informs and refines our content strategies.

• Reducing workload

  By repurposing our webinar content across different channels and formats—such as social media posts, blog articles, and newsletters —we effectively expanded our content’s reach without requiring additional resources for new content creation. This practice not only extended the lifespan of our original content but also allowed us to present it to different audience segments in the most appropriate formats, increasing overall reach and engagement.

• Making better contents

  We created a continuous improvement loop that we gathered from feedback received from each webinar. We actively ask for the participant feedback through surveys and interactive Q&A sessions. This feedback was analyzed and used to refine our content and presentation strategies, ensuring that each webinar was better than the last.

Deliverables

• Webinar and Live Events SOP
• Webinar and Live Events User Journey
• Webinar and Live Events Report

Outcome

• Averaging 100 followers+ per events
• Averaging 100 attendees per events
• 2x increase in conversations with potential ICP
• 2x increase in handraisers quantity since this program started
• Better quality of handraisers
• Reduced workload for Demand Gen team