Refocusing an identity company's webinars from existing customers to new prospects
Product-update topics and a customer mailing list filled the webinars with users. Prospect-led topics, targeted acquisition and qualified registration bring new accounts into the audience.
- Challenge
Webinars full of existing customers, with few new prospects registering or attending.
- Approach
Prospect-problem topics, targeted audience acquisition, qualified registration and post-event routing.
- Result
Prospects identified at registration and routed to sales; customers routed to success.
The situation
Identity and security companies often build webinars around product releases and promote them to their own database. Customers attend to learn new features, while prospects see little about their own access problems. Marketing reports healthy attendance, but sales finds few new accounts on the list. The webinar budget ends up funding customer education while new-business goals go unmet.
The question that mattered
How do we get prospects, not customers, to register, and make sure the right ones reach sales?
What we did
- 1
Choose topics around prospect problems
Use sales call notes and intent signals to pick prospect topics, such as failed access reviews, joiner-mover-leaver gaps and MFA fatigue attacks, instead of release notes.
- 2
Acquire a new audience
Target IAM leads, identity architects and IT security managers at accounts showing identity-related intent. Reach them through personalised outreach, partner channels and paid social, keeping customer promotion separate.
- 3
Qualify at registration
Add short questions on role, identity estate and current tooling, and match registrants against the CRM to flag customers, open opportunities and new accounts.
- 4
Route after the event
Send engaged, well-fitting prospects to sales development with a summary of their questions, pass customers to customer success, and nurture the rest on the topic.
What we delivered
The evidence and working documents the team kept.
- Topic plan built from prospect problems and intent signals
- Audience acquisition plan by target account and role
- Registration form with qualification questions and CRM matching
- Post-event database tagged as prospect, customer or open opportunity
- Routing rules, follow-up sequences and reporting by audience type
The outcome
Registrant lists
report new accounts as their own segment, apart from customers and open deals
Customer education
moved to a separate track run with customer success
Marketing
judges each episode on new-account registrants and attendees
Sales development
calls engaged prospects with the questions they asked during the session
Follow-up calls open on the problem a prospect came to hear about, such as failed access reviews, with their account and role already tagged.
What changed in the GTM motion
Each webinar now starts from a prospect brief naming the problem, the target roles and the accounts to invite. Every registrant is matched against the CRM and routed before sales sees the list.
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