Engaging HBK Webinar Registrants

Who are HBK?

Parent company Spectris plc are a leading supplier of precision instrumentation and controls. In early 2019, Spectris merged HBM and BKVS to form HBK.

The challenges?

Following the merger in early 2019, HBK wanted to cross-sell some of their products to specific customer groups. They conducted an Accelerometers webinar in the Spring of 2019 and, although the sign-up rate was good, the leads arising from the webinar were low.

Our solution

We worked with HBM to develop a series of survey questions to get feedback on the webinar, to discern customer needs and to generate leads. We called both those who registered and attended and those who registered but did not attend, creating different survey questions for each target group. Our aim was to start a dialogue with registrants regarding their current or future needs so that HBK could cultivate the relationships and translate them into sales. Delegates were from 40 different countries, and, although the webinar was delivered in English, we followed up in 20 languages to maximise engagement.

The results

Our calls resulted in a 11.88% conversion rate of delegates to qualified leads and the client was delighted! In addition to the leads generated, our insights verified the use of webinars as a successful marketing channel. Our team’s insights into the target audience informed the planning for the subsequent events and we were retained to follow those up also.

Our follow up with delegates resulted in a 13+% conversion rate for each additional webinar.

Anecdotally, the delegates truly appreciated the follow-up and the opportunity to discuss their needs, even if they weren’t currently ready to make a purchase. This gave the HBK sales team an opportunity to build a strong relationship with their prospects early in their purchase journey and to nurture them towards future sales.

Client testimonial

“The TCB team’s capacity to rapidly learn our business has been impressive – and from day one they have exceeded our expectations. Our internal process of screening leads have improved and with the high quality leads we get through The Call Business activities, we are able to save valuable time at our sales force, which also have led to a higher trust in the marketing contribution. Further, I would like to mention the flawless collaboration with The Call Business. It is not often you meet vendors who takes such pride in your success as a customer as The Call Business does. I’ve been delighted with the results and would wholeheartedly recommend The Call Business.”

Christian Strarup, Senior Marketing Portfolio Manager, Brüel & Kjær Sound & Vibration Measurement A/S, HBK