How a Mid-Size Agency Used a Virtual Panel Discussion to Engage Decision-Makers at Costco and AAA
About
DNA specializes in innovative marketing strategies, blending creativity and data analysis to drive brand growth.
Location
Seattle, Washington
Industry
Digital Marketing Agency
Target Audience
Enterprise Food & Beverage, Financial Services, and Retail Companies
The virtual panel and webinar were a resounding success, drawing 5 panelists and over 50 webinar attendees. This initiative was part of a broader strategy outbound lead generation program to build new relationships for DNA, extending its reach into key verticals like food & beverage, alcoholic beverages, financial services, and more. The program attracted significant brands such as Patron Spirits, Schwab, and Costco, significantly enhancing DNA’s national profile and business opportunities.
Meetings Booked
The strategy was two-pronged: driving broader marketing engagement through the webinar and directly targeting senior marketers at key membership-based accounts to participate as panelists. We compiled a list of thought-leaders in membership and loyalty to create a VIP panel and webinar guest list. Hyper-personalized emails were sent to invite the VIPs to be panelists, and a LinkedIn campaign was launched to connect DNA’s CEO with VIPs. Concurrently, personalized invitations were sent to the webinar guest list, encouraging the prospects to attend the private panel. Finally, after the panel, a follow-up sequence was implemented for all webinar attendees, aiming to secure meetings with DNA and further cement their engagement with potential clients.
DNA, a mid-size marketing agency based in Seattle, faced limited regional awareness and sought to expand its reach beyond the West Coast. Despite their strong track record in enhancing loyalty and membership for credit unions, retailers, and healthcare organizations, DNA needed to tap into new opportunities in these verticals at a national level. But reaching these busy executives required an innovative, out-of-the-box approach to break through the clutter and capture their attention.
In collaboration with DNA, Christian Banach developed the Creating Experiences to Accelerate Membership Growth virtual panel and webinar to serve as a lead magnet to attract decision-makers at large/enterprise companies—the strategy aimed to gather insights from brands keen on growing their membership and loyalty programs. The focus was leveraging DNA’s expertise in membership growth to create a platform to attract and engage prospects.
The strategy was two-pronged: driving broader marketing engagement through the webinar and directly targeting senior marketers at key membership-based accounts to participate as panelists. We compiled a list of thought-leaders in membership and loyalty to create a VIP panel and webinar guest list. Hyper-personalized emails were sent to invite the VIPs to be panelists, and a LinkedIn campaign was launched to connect DNA’s CEO with VIPs. Concurrently, personalized invitations were sent to the webinar guest list, encouraging the prospects to attend the private panel. Finally, after the panel, a follow-up sequence was implemented for all webinar attendees, aiming to secure meetings with DNA and further cement their engagement with potential clients.
50
webinar attendees
1,445
targeted prospect list identified and built
Booked panelists
from brands like Costco and AAA
Testimonial
“We needed to increase our agency’s awareness beyond the Northwest Region. Working with Christian Banach, we uncovered opportunities across a variety of industries, from spirits to banking. Their strategic approach led to positive replies from CMOs and other decision-makers across the US. In one case, the CMO of a global alcohol brand (and major Super Bowl sponsor) responded to the lead magnet/offer while at the event.”
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