Officevibe’s 1-on-1 feature webinar campaign

Messaging & Positioning, Content Briefs, Landing Page, Email Nurturing, Marketing Funnel Campaign.

With the evolving trends of remote, hybrid, and onsite workplaces, keeping employees engaged and productive is a great challenge for both managers and leaders.
Officevibe is the employee platform that lets you be the best manager you can be for your team by fostering recognition, satisfaction, alignment, and belonging. From employee surveys to tracking the pulse of your team, Officevibe is there to help you save time and make your life as a manager a little easier.

One-on-One is one of the cornerstone features of Officevibe. The feature allows managers to easily schedule, plan, create, and review one-on-ones. The feature lets employees and managers prepare one-on-ones in advance leaving space for constructive conversations. We decided to promote the feature by launching our very first webinar.

Key points from the feature

• Be able to choose one-on-one templates from the library.
• Schedule recurring meetings with employees.
• Have a space to keep track of past, current, and future one-on-ones.
• One-on-one prompts from Slack notifications and emails.
• Have great one-on-ones in-person or face-to-face.

🚀 Goals & objectives

• 50 app signups from the webinar
• 20% of attendance during the webinar
• Validate that a webinar could be a good initiative for product awareness, community building, and signup app conversion.

🔎 Tracking

All assets had had a specific UTM, we also included events and goals on specific actions on the website such as CTA in blog articles and product pages.

All assets were tracked in Hubspot, Tag Manager, Google Analytics, Google Ads, and Mixpanel.

🔥 Marketing assets

• Webinar landing page.
• CTA in articles to drive to the feature.
• Email confirmation from webinar signup. We made sure to also include a hook to the product that would target our persona by adding credibility and authority (”Over 50k managers use Officevibe to set goals and have better 1-on-1s.”) and features that spoke to pain points (”Add talking points to your shared agenda easily so you and your employee both know what you’ll discuss and arrive prepared.”).
• Collected feedback from attendees of the webinar. The webinar had a satisfaction rating of 8.7/10. The majority thought that we covered the topic very well (7.6/10). In terms of positive feedback, attendees enjoyed having perspectives from two different managers and real-life examples. As for the constructive feedback, attendees would have liked to have more interactions on our part and the hosts in the chat space.

🛠️ Tools & softwares

👩🏽‍💻 Results

• Webinar: Our webinar was quite successful, our objective was to have 20% of attendance, but our actual number was 26%. We also achieved 77 signups while our objective was 50.
• Post-event initiatives included:
  • Using the webinar recording for a blog article that would summarize the tips and learnings that were shared in the event.
  • Give a shorter video format that the sales team could share with potential clients asking about managers using the 1-on-1 feature.
  • Use the video for promotion of the 1-on-1 feature on social media and paid marketing.
  • Have a section on the website where visitors could download the recording as gated content. They would then also receive an email nurturing sequence personalized for 1-on-1 Jobs to be Done.
• When asked what attendees enjoyed from the webinar, some of the responses were:
  • “The advice from proven leaders”
  • Having real-life examples.
  • How to get real outcomes from 1-on-1s.
  • The different perspectives that our speakers had.
• When asked what would make the webinar better next time, attendees shared:
  • “Would love more time added for Q&A at the end for the audience.”
  • “Some attention to the chat space, as there is an energy and reactions that could be quickly touched by the main players. I know that question management is its own channel, but chat is pure intuition. Even more human, I think. But it was very good, even so.”
  • Sending a quick summary of the tips shared.

🤔 Learnings

• Having a “Thank you page” after the webinar signup was a good way to continue product awareness by sharing the 1-on-1 feature. We found that we were able to increase our app signup. We had the idea of adding a “Thank you page” in the middle of the initiative, next time, we will have a “Thank you page” at the same time as the landing page for the webinar.
• A scheduled post-event review with the speakers would be ideal. We only had a quick conversation afterward to collect their feedback on their experience.
• For future webinars, we should invest in video editing services to be able to reuse the video of the webinar in varied lengths to use for different channels.
• We would need someone that could interact with attendees in the event chat. We were surprised by how active it was and didn’t expect such participation.
• 5 to 6 weeks to prepare for the webinar was ideal for us.
• Sending an email with the recording was a good way to reconnect with our audience, and reframe Officevibe’s 1-on-1 feature.