Insight

Troubled by webinar fatigue in the pandemic, tech leaders prioritized information quality over information overload. How could we create the ultimate inner-circle for insight that executives will clamber to join?

Solution: The Insider Series

To encourage IoT leaders to register & engage with our webinars, we redesigned the webinar format, content and advertising to position Intel as a success-enabler for IoT leaders.

We introduced:

• Choose-your-own-path breakouts that turned passive listening into deliberate thinking

  
  

• Curated B2B key opinion leaders as hosts to enhance program credibility and value

  
  

• Co-created editorial themes together with B2B KOLs and tech engineers anchored in pain points

Impact

Through this program, I led a team of 5 to deliver the end-to-end content strategy and content creation across landing pages, emails and ads, and produced a virtual webinar series spanning 4 locations, 2 time zones and 8 C-level participants.

The series changed how Intel APAC valued editorial content, and showed the power of connecting product knowledge to key trends and audience pain points in tech. Within a year, it drove measurable marketing uplift:

• +150% landing page sessions

• +225% programmatic banner click-throughs

• +5% marketing qualified leads