EVENTPROMOTIONWORTH CARINGABOUT
Workiva: Amplify 2023
Creating excitement and awareness for Amplify, the premiere event for uniting thousands of passionate accounting, finance, ESG and GRC professionals.
The Ask
Drive in-person and virtual registrations for the event.
Services
Marketing Campaign
THE CHALLENGE
Amplify 2023 was held in Nashville, TN, and Workiva needed our help to promote the event and attract finance professionals from across the globe. Workiva also increased their YoY in-person attendance goal by 10%, which meant they needed a massive, comprehensive marketing campaign to reach and entice their desired audience.
THE NEED
- Build event awareness of 2023’s key speakers, CPE credits, location, and theme of “Unite to Ignite.”
- Develop a targeted media mix highlighting audience segments: Prospects, Current Customers, Past Attendees, and Referrals.
- Drive event registrations through a custom marketing funnel with awareness, engagement, and conversion KPIs.
THE COLLABORATION
Mabbly factored in two crucial considerations for developing the marketing strategy of the Amplify 2023 campaign: Workiva’s refreshed marketing funnel approach and the segmentation of prospective Amplify attendees. To ensure efforts reach and register with prospective attendees, they must remain relevant to their differing needs—which was achieved through audience segmentation and appropriate campaign messaging.
“Our marketing campaign for Amplify 2023 exceeded expectations. Amplify 2023 marked a significant milestone as our largest in-person conference to date. Our holistic approach to audience engagement, both online and in-person, resulted in increased pipeline generation and won business for Workiva”
Sonya Hansen, Senior Director of Demand Management, Workiva
OUR IMPACTFUL SOLUTION
Build a holistic marketing campaign that resonates with our four audiences for where they are in our marketing funnel.
This campaign involved an incredible volume of content. We divided these assets into the traditional three-step funnel with a clear strategy and purpose for each phase:
- Top-of-funnel (TOFU) goal: Drive event awareness through a core brand idea; connect 2023’s theme to Amplify and Workiva and use it to incentivize attendance.
- Middle-of-funnel (MOFU) goal: Recognize and address barriers of prospective attendees to ensure continued attendance consideration.
- Bottom-of-funnel (BOFU) goal: Strategically hook audience segments with messaging pillars and event features, increasing conversions (attendees).
RESULTS WORTH CELEBRATING
YoY In-person registrations
In-person registration goal
Return on ad spend (ROAS)
Cost per acquisition (CPA)
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