I overhauled the marketing strategy at Scrum Alliance, halting indiscriminate ad spending in favor of an organized lead generation strategy that focuses on providing value and education to potential members. In January of 2022, I launched a webinar series that provides entry-level agile education to potential new certificates.
Results
We hosted our second webinar in April of 2022. The first webinar brought in 1,854 registrations and over 709 highly qualified leads. After some ad experimentation, we increased webinar attendance by 81% to 3,360 and lead capture by 136% with a total number of qualified leads at 1,673.
Next steps? I created an eight-touch email nurture campaign to convert these leads into Certified members.
Nadia Kouri 