Expert Sessions

Webinar campaign strategy for B2B lead generation and brand positioning

Overview

Expert Sessions was a webinar-based marketing initiative designed to educate the market on technical topics while supporting lead generation and sales conversations. The campaign combined email marketing, LinkedIn promotion, registration tracking, CRM organization, and post-event follow-up.

My role: Campaign strategy, content coordination, promotion, audience segmentation, CRM tracking, and performance analysis.

Objective

The goal of the campaign was to increase brand awareness, attract relevant contacts, and generate qualified leads by offering educational technical sessions aligned with the company’s products and market needs.

Strategy

The campaign was built around a multi-channel approach:

  • Email invitations and reminders sent to targeted audiences

  • LinkedIn promotion to expand reach and attract new contacts

  • Registration and attendance tracking

  • Segmented follow-up for attendees and non-attendees

  • CRM tagging and lead sharing with sales

  • Performance analysis to improve future sessions

Execution

I coordinated the campaign from promotion to follow-up, including:

  • Creating and organizing promotional assets

  • Supporting webinar communication across email and LinkedIn

  • Segmenting registrants, attendees, and non-attendees

  • Uploading and organizing leads in CRM

  • Sharing contact lists with sales for follow-up

  • Preparing performance reports and identifying insights for future improvements

Results

  • Grew registrations from approximately 140 to over 800

  • Generated qualified leads representing about 25–30% of registrants

  • Contributed to 4–5% conversion into opportunities

  • Built a repeatable campaign structure for future webinar promotions

Key Insights

This campaign showed that performance improved when promotion started earlier, messaging stayed consistent, and topics were clearly aligned with audience needs. It also reinforced the value of aligning marketing and sales by ensuring leads were tracked, segmented, and shared for follow-up.

Skills Demonstrated

  • B2B campaign strategy

  • Lead generation

  • CRM management

  • Email marketing

  • LinkedIn promotion

  • Audience segmentation

  • Sales enablement

  • Reporting and optimization

Andrea Villegas logo for Marketing Strategist and Designer with stylized AV initials.
Andrea Villegas logo for Marketing Strategist and Designer with stylized AV initials.