Case study: how IBM generated leads and raised awareness of its AI technology via a Mumbrella Bespoke webinar
IBM are world leaders in artificial intelligence technology through its Watson software. The business wanted to raise awareness of the services it can offer by positioning itself as experts in the field.
https://youtu.be/_Xcmh1LQB9I
Mumbrella’s insight
Mumbrella is the most popular news site for Australia’s media and marketing industry by a huge margin. We’re currently averaging 850k monthly page views and 14k daily browsers – three times higher than our nearest audited rival.
What we did
Mumbrella ran a live, hour-long webinar that broadcast live on Mumbrella. In 2018, a webinar is like an interactive event session, where a presenter can speak over slides, play pre-prepared videos and take questions from the audience. People can either choose to watch live to get the full interactive experience or watch later on catch-up service.
The webinar avoided being a sales piece by talking about the greater developments in AI around the world, while also discussing how IBM Watson works. However, it also generated leads because readers had to sign up to watch it.
Mumbrella managed ever part of the process including:
- Liaising with our webinar host
- Creating registration forms and managing IBM’s assets
- Organising practice sessions with the webinar presenter to ensure the final broadcast went smoothly
- Regularly updating IBM on how sign-ups were progressing
- Being present during the recording to provide help and guidance
How we publicised it
Mumbrella is in a unique position to help publicise the webinar to ensure it got the biggest possible audience. This included:
- Sending out an EDM to our huge database of more than 40,000 readers
- Writing a news story to announce its launch and a follow-up interview with the presenter, which was published on Mumbrella’s website, its newsletter and also on our social media channels
- Using our trade advertising to generate more sign ups
- On the day of the broadcast, we ran an article linking to the webinar in a prominent place on the website
- The day after, we ran another article that allowed viewers to watch on catch-up
How it performed
Nearly 600 people registered for the webinar, with more than 300 people watching it – including 200+ live.
Want to find out more?
Vist Bespoke’s homepage at mumbrella.com.au/bespoke. If you’re interested in working with us, just send an email to adam@mumbrella.com.au and we’ll get back to you to arrange a meeting. To see our different packages, click here.