3.3M€ in pipeline revenue: How ByWednesday helped Sensoneo launch US expansion

During those 3 months, we managed to reach:

The strategy: webinar as a center of marketing machine

We built a complex but low-cost campaign that revolved around a webinar as a key point of conversion.

The point was to have something valuable to offer to our target audience, so we wouldn’t have to be salesy right away. Instead, we focused on getting as many people as possible to register and attend the webinar. Sensoneo then could present their solutions and sell through value on the webinar itself.

• Target Group Analysis
  Sensoneo had a strong foundation with their ICP (Ideal Customer Profile) research and marketing personas. We identified each persona’s pain points, needs, and desires, which shaped every aspect of the campaign.
• Webinar Concept Development
  We helped Sensoneo craft the entire webinar concept, from naming it to defining the value proposition. This ensured we could effectively market the webinar to our target audience.
• Landing Pages & LinkedIn Event Creation
  With the target audience and webinar concept in place, we guided Sensoneo in creating six tailored landing pages, each customized to a different ICP. This allowed us to address specific pain points and highlight the value of the webinar, boosting conversion rates significantly (more on that later in the case study).
• Promotion Channels Setup
  We identified the key channels to drive traffic to the LinkedIn event and landing pages:
  • Cold email invitations
  • LinkedIn network expansion and invites
  • LinkedIn ads (conversation and in-feed)
  • Physical mail invitations

We set up the necessary technology and crafted the messaging for each channel.

With all preparations complete, we moved on to the next phase, focusing on promoting the webinar and maximizing registrations.

1. Automated personal invites to Drive 70% of Registrations at Zero Media Cost

We used automated email and LinkedIn personal messages to invite specific, highly targeted individuals. In the message itself, we explained what they could learn from the webinar, why they should attend, and where they could sign up, providing a link to a landing page specifically designed for their situation.
This approach generated about 70% of all the registrations for the webinar. Considering there’s no need for a media budget, this channel is by far the most effective both in terms of conversion and cost.

2. Boosting Event Visibility and Credibility with LinkedIn Ads

We used LinkedIn ads to boost the LinkedIn event, making sure the right people see it not only in their inbox but also in their feed. Although this tactic generally brings fewer sign-ups than automated invites, we still use it for several reasons:

• Enhancing the event’s credibility
• Staying top of mind for already registered attendees
• Driving additional sign-ups from those who didn’t respond to personal invites
• Creating an omnipresent feeling by appearing in both the inbox and the feed

This multi-channel approach reinforces the event’s visibility, ensuring it remains front and center for potential attendees, ultimately increasing the likelihood of conversions over time.

3. Physical Invitations to Reach Offline Audiences

With five different target groups, we were able to compare campaign performance across segments. While some audiences responded very well, others showed little engagement. We hypothesized that certain groups, due to the nature of their work and their age, spend less time online, especially on LinkedIn.

To reach these less digitally active individuals, we took a more traditional route: sending personal invitations via physical mail. We focused on key companies and made sure our invites reached the right people.

Although this approach is harder to track than online efforts, we’ve noticed leads emerging from this audience, indicating that the physical invitations had a positive impact.

To address this, we implemented a comprehensive reminder strategy, combining a tailored email sequence with a strong LinkedIn presence.

1. Engaging Email Reminders

We created a 6-part email reminder sequence for all registered attendees. Each email provided valuable insights, gradually revealing key topics that would be covered in the webinar. This ensured we weren’t simply sending repetitive reminders but offering real value to keep registrants engaged. We also encouraged them to add the event to their calendars, significantly boosting the likelihood of attendance.

This thoughtful approach kept the webinar top of mind and increased the show-up rate.

2. LinkedIn Presence for Event Hype

To build excitement and remind attendees about the webinar, we leveraged one of the speaker’s LinkedIn profiles. The speaker posted a video that highlighted the key pain points our audience faces, positioning the webinar as the solution to these challenges.

To make the video stand out, we incorporated a dynamic approach with a pattern interrupt—featuring the speaker dramatically jumping out of a dumpster and changing scenes every few seconds. This unexpected and energetic style helped grab attention and create buzz around the event. You can see the post yourself here.

To amplify its reach, we boosted the post with LinkedIn ads, targeting only those who had already registered. This cost-effective tactic focused on re-engaging interested individuals, maximizing impact without wasting resources.

The webinar was broadcast from a professional studio, with Sensoneo’s brand colors setting a polished, branded backdrop. This added to the professional feel of the event.

ByWednesday played a key role in shaping the webinar’s structure, ensuring that all psychological elements were in place for maximum engagement and impact. The result was a seamless, high-quality experience that resonated with the audience.

However, the majority of participants often don’t take further action. That’s why, at this stage, it’s essential for the sales team to step in and initiate conversations with both registrants and attendees.

To facilitate this, we implemented a conversion campaign designed to engage these leads. We crafted an email sequence offering access to the webinar recording and a complimentary consultation session. This campaign ran for several weeks, targeting both attendees and registrants to maximize engagement and drive conversions.

The Impact: US Market Ready for Expansion

The campaign was a resounding success, achieving all set goals. Here’s a breakdown of the results:

3.3 million € in potential leads

We successfully converted several webinar attendees into active leads. While the number may not be large, these leads are of high quality, and high value. Thanks to the webinar,  they are approaching us with a high level of trust, representing potential revenue worth hundreds of thousands of euros.

The value of potential revenue if the leads are closed is 3.3M€. Not bad, considering we had 3 000€ marketing budget for the whole campaign.

Email List and Warmed-Up Audience

We now have a list of over 250 individuals registered for the event, complete with their email addresses and LinkedIn profiles. Their interest in the topic is evident. Although many are not active leads yet, they are familiar with Sensoneo and have given consent to receive marketing promotions in the future.

Database for Sales

Sensoneo’s sales team is already physically present in the US, and the campaign has equipped them with 250 contacts to reach out to. Since these individuals have already engaged with us, these connections are not cold, making it significantly easier to establish rapport.

Authority, Credibility, and Awareness

By positioning itself as an authority in the industry, the campaign enhanced Sensoneo’s credibility as a key player in the US waste management sector.

Long-Term Marketing Assets

The marketing team now has a recording of the webinar, which can be leveraged to generate additional leads. This content can be used as gated material—requiring users to provide their contact information to access it. We can also create short snippets of key segments to share on LinkedIn, further extending our reach and engagement.