Facing a shortfall in digital registrations for its 65th Convening Leaders conference, PCMA worked with Hum to unify first-party data from Pardot, Aventri, Juno and Fonteva, identify high-intent segments and target messaging accordingly.
Benefits & outcomes
Digital event registrations up 230%; 70% of them landed in the final three weeks.
225 additional marketable members identified, yielding 45 new registrations.
Hum-powered emails immediately outperformed previous campaigns on open rates.
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
Segments updated in real time; messaging addressed specific hesitations, like promoting digital attendance to people wary of in-person events.
Publisher / company: PCMA in partnership with Hum
Date of mention: 20/05/2022
Source: https://blog.hum.works/posts/case-study-pcma-digital-events