At the heart of the long-term success of webinars within this company’s marketing strategy was the company’s continuous improvement mindset, supported by the key milestone results produced by the programmatic roll-out of their initial webinar output.
Based on the company’s matrix organisation, additional areas for other webinar programs were identified. This evolved a single webinar program to a multi-webinar-program structure. Each program followed the same model and process steps, with some adjustments for specific requirements. In parallel, the overall process evolved by introducing more webinar formats for specific audience segments, as well as continuously improving the program based on best practices.