Webinar Campaign Achieves Record Live Attendance for Operational Consultants

Reaching the right audience is the difference between a successful webinar and a missed opportunity—especially in operational consulting, where decision-makers are notoriously difficult to engage. This case study explores how a leading consultancy broke past industry norms, nearly doubling webinar attendance benchmarks and positioning themselves as a go-to resource for operations and production leaders. By leveraging strategic targeting, compelling content, and multi-channel outreach, they transformed their webinar strategy into a powerful lead-generation engine.

A leading operational excellence consultancy leveraged targeted webinars to engage key decision-makers, achieving 168 registrations for its top event and 95 average live attendees, nearly double the industry benchmark. This strategy strengthened industry influence, boosted engagement, and created new business opportunities.

A premier consulting firm specializing in operational excellence, dedicated to transforming complex manufacturing and maintenance operations. Seeking to increase brand awareness and demonstrate thought leadership, they aimed to connect with high-level operations and production decision-makers through engaging digital initiatives.

The firm struggled to effectively reach and engage high-level operations and production decision-makers in mid to large-sized companies. Traditional outreach methods proved insufficient, limiting their ability to showcase expertise and services, thereby constraining market reach and growth potential. With 83% of webinars attracting fewer than 50 attendees, they needed a strategy to increase attendance, drive deeper engagement, and position themselves as thought leaders.

Grey Matter recognized the need for a comprehensive engagement strategy to attract ideal customers and prospects to industry-specific webinars addressing their unique needs and pain points. This approach aimed to provide multiple touchpoints, fostering deeper connections with the right target audience.

Rationale: By aligning webinar topics with industry-specific pain points and using a multi-channel approach, the firm reached the right audience, driving engagement and positioning them as a trusted authority.

  • Deployed ads focused on search terms related to operational improvements.
  • Sent personalized emails to registrants and attendees, highlighting the benefits of the upcoming webinars.
  • Utilized LinkedIn to connect with operations and production leaders, sharing targeted content to drive webinar registrations.
Grey Matter Case Study Statistics for Increased Leads from Webinar

Grey Matter executed a multi-channel engagement strategy to boost webinar attendance and engagement. By leveraging targeted outreach, compelling content, and optimized follow-ups, the campaign maximized impact at every stage. This strategic approach positioned the company as an industry leader while creating lasting engagement with key decision-makers.

  • Focused on high-impact topics and industry trends, ensuring content resonated with operations and production leaders. Thought leadership played a key role in attracting the right audience.
  • Used LinkedIn, Google Ads, and Microsoft Ads to reach operations and production leaders.
  • Crafted personalized email campaigns, high-value content, and dedicated landing pages to drive registrations.
  • Sent personalized follow-ups with tailored CTAs, exclusive resources, and segmentation-driven messaging to sustain interest.
  • A/B tested reminder emails and refined messaging to enhance future performance.

The firm’s webinar strategy drove record engagement, with 168 registrations for the top event and 95 average live attendees, nearly double the industry benchmark. Strong post-webinar interest (35.42% CTR) reinforced their position as a trusted industry leader, expanding reach and creating new business opportunities.

  • Urgency-driven reminders & segmented follow-ups increase participation and post-event conversions.
  • Multi-channel marketing ensures webinar success, with LinkedIn, search ads, and email playing distinct but complementary roles.
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