When delivery teams and SMEs are tied down with billable work (thanks to my demand-gen efforts, certainly) the best way to get a webinar event together is to do it yourself.
The logic behind our “Jira | Start Small, Learn Fast” campaign was to create a repeatable, reusable asset we could identify accounts with. The registrants themselves weren’t usually the decision-makers we were looking for, but they were users of the tools we supported. A registration from any of them allowed us to identify accounts that were likely employing these tools. From there, our ABM platform would look for intent signals from those accounts to see where our organization could help and start warming them up with display ads.
I ran this recording as a semi-live session several times, and secured nearly 400 registrations and 117 attendees on a single session. It was promoted using Linkedin Ads with a Zapier integration connected. The integration carried registration info into Hubspot CRM, and also the Zoom event, avoiding the need for a redirect and making registration as simple as possible for users; just one action to sign up, whether they did it on via Linkedin or our website.
The session below is the recording, now somewhat dated from when it was first produced. The script, slides, and product recordings were all shot, produced, and voiced by yours truly, and I learned a lot about Jira along the way!