Jabra Demand Gen

Webinars

Webinars have always been part of the marketing mix for Jabra, as we sell the very products that make remote work possible.  The pandemic only cemented that.

Every year in Q1, I work with stakeholders across the company to develop a webinar schedule for the full year (example).  We take into consideration things like anticipated new product launches and certain buying seasons (education, US and Canadian public sector, etc) to build the tentative schedule, ensuring each business unit is represented appropriately.

About a month before any webinar, I start working with the presenters (both internal and external) to build the deck and get an idea about the webinar’s flow.  Weekly meetings follow, and a few days before the live event we hold a dress rehearsal.

Click on the image above to watch a webinar recording on Vimeo.

March 2022 Webinar Invite
HTML Version

I also promote the webinars EVERWHERE.  I send two email invites to my database, one 3 weeks before the event and one a few days before, post on our social media platforms, create outreach sequences and send an internal email to sales with additional assets they can use to invite their customers.

After the webinar, I download the recording and host it on Vimeo to be used as an on-demand asset moving forward.  I also take a deep dive into the analytics that On24, our webinar platform, provides.  I look at things like where the registrants came from, what our conversion rate is from landing page visits to registrations, then registrations to attendance, and, of course, post-webinar survey results using any insights to improve webinars moving forward.

These webinars have proven to not only be a great way to interact with our customers and keep them abreast of what’s going on at Jabra, but they’ve also brought in some big leads that have resulted in well over $1M in sales.  Not bad for an unpaid initiative.

Check out an example webinar recording above, an invite to the left, and analytics below.

February 2022 Webinar Reporting
Click the image to see the full-sized graphic in a new window.

Virtual Events

Jabra Jam 2020
When it became clear in June of 2020 that we weren’t going to see our customers for the rest of the year, the marketing team started thinking of ways to build, and more importantly maintain, our relationship with our customers virtually.  As mentioned above, we were already hosting monthly webinars, so we were looking for something above and beyond webinars. We also wanted the event to feel fun and not “salesy.”

Enter: Jabra Jam.

Jabra Jam “concert poster” that leverages Jabra brand elements but features a unique look and feel.

After defining a budget, we quickly settled on the idea of a virtual concert featuring an A-list artist with a wide appeal.  Keith Urban fit that description perfectly.  After we locking in an artist and date, the marketing team dispersed with each member tasked with their own action items relating to the event.  My tasks were to work with Keith Urban’s team to make sure the event ran smoothly from a technical standpoint (something that was a lot more difficult complex than I had ever imagined), AND to brand the entire event.

From the jump, I was very vocal about the fact that our “regular” Jabra brand look and feel was not a great fit for a concert and that I needed to come up with a unique look and feel that leveraged our Jabra brand elements but ultimately stood on its own.  After presenting a few concepts, the group decided on the “colored boxes” look and feel that’s used in the concert poster to the right.

There was a ton more that went into it from a branding and asset creation standpoint (VIP cards, scratch tickets, and T-shirts), as well as from planning, platforms, recruiting, and execution standpoints, and I was in the middle of it all.  Click on the “Jabra Jam Planning and Results” deck below to see an 18-slide deck that tells the whole story, highlights the assets I created, and shows some end results and statistics.