Vertex Webcasts
“We needed to re-engineer our webcast promotions from the ground up—but it was no small task. As always, Garfield Group rose to the challenge, working with us to refine the strategy, elevate messaging and implement a new campaign monitoring system. In the end, we were able to expand our reach exponentially, increase response rates, and provide rich metrics. We couldn’t have done it without them.”
— Robin Robertson, Senior Project Leader, Vertex Inc.
How do you raise attendance to your webinars and elevate your brand’s position at the same time?
Combining proven engagement strategies and new, thought-leadership messaging, we helped Vertex drive hundreds of senior executives to their webcasts.
Challenge:
For years, Vertex’s lead generation program focused on mid-level sales tax managers. In early 2009, Vertex was ready to take on a bigger challenge—establish relationships with VPs of Tax and CFOs, and establish credibility in a vital growth market: Income Tax.
The objective: engage senior financial executives and position Vertex as an industry leader who is helping shape the future of tax processing. In addition, Vertex needed to support the launch of important new products—most notably, Tax Provision solutions.
Results:
After a successful rebranding effort, we collaborated on a new engagement approach for senior executives. The strategy: demonstrate Vertex’s deep knowledge of a fast-changing tax environment and their dedication to help financial executives meet the tax challenges of tomorrow. Teaming Vertex customers, Vertex partners, including PricewaterhouseCoopers and Ernst & Young, and internal Vertex experts, these webcasts offered real-world best practices, insights on industry trends, and trusted advice.
Each webcast was announced with an invitation email, followed by a reminder, and last-chance email. After the event, a fourth email was deployed providing on-demand access to the archived webcast.We also improved the sophistication of reporting and metrics, and dramatically expanded Vertex’s database to over 30,000 contacts.
This new messaging and outreach strategy has proven to be wildly successful—earning an average response rate of 3.13% to date, and an average conversion rate of 52.3%. The 2009 webcasts have become such an unprecedented success that Vertex has upgraded their webcast hosting capacity, initially from 50 to 250, and now, all the way up to 1,000 seats.