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How a global test and measurement leader doubled webinar attendance and turned battery engineers into demo bookings.
Skillfi automated registration, reminders and follow-ups across three regions, asked engineers what they actually wanted to learn, and invited the most engaged viewers to a live demo. It's the same approach behind our marketing automation service.
Great technical content, reaching less than a quarter of the room.
The battery testing business sells cell, module and pack testing systems to EV, energy storage and consumer electronics manufacturers. Technical webinars were its best way to reach busy battery engineers, but only 22% of the people who registered ever showed up.
Each region ran registration and reminders by hand. Invites went out in the wrong time zones, everyone got the same generic recap, and topics were chosen by product teams without asking buyers what they needed: cycle-life testing, safety and abuse testing, simulation, or certification readiness for UN 38.3, IEC 62133 and UL 9540A. Leads sat in the CRM for weeks, and just 3% booked a demo.
Our engineers would give a brilliant session on cycle-life testing to a half-empty room, and then nobody followed up.
Global Marketing Director, client
Automate the busywork, then listen to the buyer.
We rebuilt the webinar funnel as one global system, with every touchpoint automated and personalised by region and application. Every interaction fed lead scores in the company's CRM, so sales knew exactly who was ready for a conversation.
One global registration flow
One-click registration, calendar invites in each registrant's time zone, and role, region, application and company size captured straight into the CRM.
Reminders & a voice for buyers
A regional reminder sequence by email and text, plus a 2-question survey asking engineers about their biggest testing challenge and the topic they wanted next.
Follow-up based on behaviour
Different follow-ups for attendees, no-shows and highly engaged viewers, with personal demo and virtual lab-tour invites routed to the right regional applications engineer.
Two quarters, step by step
From three manual regional setups to one automated webinar engine that feeds sales. Here's how the engagement unfolded.
- Week 1–23 regional setups
Funnel audit
We mapped every step from invite to demo in each region and found where registrants and leads were dropping off.
- Week 3–4Time-zone aware
Global registration flow
One registration experience for every region, with time-zone-aware invites and clean data flowing into the CRM.
- Week 5–65-touch reminders
Reminders & topic survey
A 5-touch reminder sequence by email and text, and a 2-question survey built into every registration.
- Week 7–83 follow-up tracks
Follow-up by engagement
Separate tracks for attendees, no-shows and highly engaged viewers, each with content matched to their survey answer.
- Month 324-hr handoff
Lead scoring & routing
Webinar behaviour, application and region scored in the CRM, with hot leads sent to the right regional engineer.
- Month 6$4.8M pipeline
Webinars feeding sales
Two quarters in, attendance had more than doubled and webinars had become a reliable source of qualified demos.
Four stages from registration to demo
Engineers are busy and skeptical. Every stage was built to respect their time, show up when it matters and give them a reason to take the next step.
Easy sign-up
- One-click, time-zone-aware invites
- Role, region & application captured
- 2-question topic survey
Reminder sequence
- Emails at 7 days, 1 day & 1 hour
- Text 15 minutes before
- "We're live now" nudge
Three tracks
- Attendees: slides & application note
- No-shows: recording & highlights
- Engaged: demo or lab-tour invite
Scored & routed
- Lead score from engagement
- Routed by region & application
- Engineer follow-up within 24 hours
What changed in two quarters
Webinar attendance rate
More than twice as many registered engineers now show up live.
Now the topics come from our buyers, the right engineer follows up the next day, and our webinars actually feed the sales team.
Regional Sales Director, clientWebinars that don't turn into pipeline?
We'll automate your registration, reminders and follow-ups with marketing automation, connect it to your AI CRM and get hot leads to sales the next day. For accounts that never registered, our outbound sales team can open the conversation.
- A one-click, time-zone-aware registration flow
- An automated reminder sequence
- Follow-ups based on engagement
- Lead scoring & next-day sales handoff
30 minutes. No obligation.
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