Facing a significant shortfall in digital registrations for their 65th annual Convening Leaders conference, PCMA collaborated with Hum to implement a data-driven marketing strategy. By unifying first-party data across platforms like Pardot, Aventri, Juno, and Fonteva, they identified high-intent audience segments and tailored messaging to boost registrations.
Benefits & outcomes
- Achieved 70% of total digital event registrations within the final three weeks before the conference.
- Increased digital event registrations by 230%.
- Identified 225 additional members eligible for marketing, resulting in 45 new registrations.
- Enhanced email performance, with Hum-powered emails showing immediate improvement in open rates compared to previous campaigns.
Notes & quotes
“Having Hum as a partner helped us extend our qualified reach and accelerate returns on the marketing we were already doing.” – Bruce MacMillan, PCMA Chief Operations Officer.
The integration allowed for real-time updates to audience segments, enabling dynamic and responsive marketing efforts.
Tailored messaging addressed specific audience concerns, such as promoting digital attendance options to those hesitant about in-person events
Publisher / company: PCMA in partnership with Hum
Date of case study: 20/05/2022
Source: https://blog.hum.works/posts/case-study-pcma-digital-events