Webinar Email Series Generates 720% Increase in Leads

About the company

Rapid Learning Institute (Now BTS Total Access) is a market leader in micro-training. Creating bite-size, single-concept learning to today’s short-attention-span workforce.

Overview

Diana revamped the webinar marketing program. Before the program was enhanced each of Rapid Learning Institute’s webinars brought in around 100 leads per event to the sales team. Most of their sales leads were brought in through telemarketing.

Goals

• Increase qualified leads
• Drive sales conversions by educating prospects
• Assist in the shift from telemarketing to inside business development team

Outcomes

A launch email series was introduced – a series of six emails that made each webinar a showcase event. These were a combination of different formats that were tested on a continuous basis. 

The combination of 6 emails brought in an average of 820 leads per event, a 720% increase.

The re-launched webinar program converted 2.93X more leads to sales compared to all other content marketing asset types combined.

While Diana was at Rapid Learning Institute, over 30 webinars were created by Diana and the team on Leadership, Sales, and Human Resource Topics. They are still being used today.

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