Mapiq Talks

Intro

Mapiq is a workplace experience platform that aims to support organizations in achieving their workplace strategies. Their buyer journey was lengthy and included many touchpoints with various stakeholders. This made lead nurturing across accounts time-consuming and the buying process volatile.

Challenge

My challenge was to build credibility for the product and reach as many stakeholders as possible at once. Additionally, gaining as many new ICP leads and nurturing them to MQLs and eventually, buyers.

Solution

To tackle this, I created a webinar series where Mapiq would bring in industry experts to share their experiences on various topics around workplace experience. Each webinar was part of a larger campaign involving short- and long-format content, email marketing, social media, PPC, case studies, sales enablement, and more.

This became the most effective ongoing lead-generation campaign within our team. Each webinar drove the engagement of existing leads and introduced new ones internationally. The webinar attendance rate averaged at around 55% with over 90% staying for the full duration.