The client 

Green Custard is an award-winning professional services software company and Amazon Web Services (AWS) partner. They gain a deep understanding of your business objectives, demystify the technology options, and work with you to build a plan that delivers business value.

The brief

Events form an integral part of Green Custard’s marketing strategy, allowing them to share their knowledge and communicate directly with potential customers. When the pandemic hit, the team didn’t want to lose this valuable channel so decided to move their events online.

Having worked on their in-person events for many years, they knew they could trust us to manage and market a successful webinar programme that would reflect the quality of their services and deliver valuable leads for this ambitious SME.

The main event

We began the project by planning what the webinar programme would look like: exploring the most suitable format, the overall schedule, dates and times, the ideal structure and length, and the interactive/engagement elements - all tailored to their industry and audience.

With webinars being new to Green Custard’s marketing strategy and lockdown presenting a wider range of new solutions, we researched the best platform for them based on their individual requirements (considering usage, style, and budget) and advised on what equipment they would require to deliver the webinars.

Then it was time to set up the Green Custard webinar hub which was to feature clear branding, enticing copy, and engaging images. This was all part of the project, alongside setting up registration, reminder emails, polls, and post-event feedback surveys - topped off by moderating each webinar on the live days.

With this solid webinar series came a strong marketing campaign too. We developed a full-cycle plan of pre and post-event communication around each event. This included teasers to encourage registrations, highlighted the ability to ask questions to encourage people to watch live, and shared the recording/quotes post-event to reach on-demand viewers. Using a coordinated mix of social media, email marketing, blogs, listings websites, and industry body partnerships we were able to engage both existing customers and potential new ones.

The results

• A successful webinar series that resulted in qualified leads for the Green Custard team.

• A delighted Green Custard partner commented that the number of registrations exceeded all competitor webinars.

• A 7-part webinar series that was bespoke to the team’s requirements, delivered over three months.

• The project was managed and marketed by us in its entirety, allowing the team to concentrate on creating and presenting the content.

• The series provided a new engaging way for Green Custard to share content and build their brand during the pandemic, whilst paving the way to reach a wider audience in the future through hybrid events.