Obsidian Digital

We know as a Performance Marketing Agency that whenever you make something more difficult to achieve fewer people will achieve it. So we do see that a higher number of people who signed up for the webinar actually end up participating. Which is where the value is being created for us after switching to TwentyThree and I think one of the reasons is that the user can just log into their browser. and they're good to go So my name is Halfdan Timm. I'm working as partner at the Danish Performance Marketing Agency, Obsidian Digital. We work with performance marketing so that includes channels like SEO, PPC marketing, advertising on social media and marketing automation. So, video is crucial in a number of senses, it's both crucial in terms of actually achieving performance for the traffic that we drive into our customers websites and also in terms of our own marketing. In our own marketing, webinars have in record time become a cornerstone in what we do. We've been doing lead generation for several years and we have a Danish permission list of around 15,000 companies which is pretty good but the the issue with those companies and those people is that they don't really know us that well. So webinars is a tool for us to make sure that they get to know us even better and that we're able to maybe help them achieve some quick wins in their own business so that they may consider us going down the road if they need an agency at one point. Obsidian Digital is a very inbound driven company so around 95% of the clients that we work with came from inbound marketing. So having our inbound machine really work is essential to our company. The using of webinars allows us to take the leads that we have already generated and already paid for and increase the value from them because we're able to take our email list send an email and say "Hey we're hosting this webinar" then we'll have three, four or five hundred people attend and if we provide value to three or four or five hundred businesses, it's almost difficult to not achieve new customers from doing that. So we've been using a few different webinar platforms both with our own webinars previously and the ones we have been attending what we really liked about TwentyThree was I think two things and mainly one was the advanced analytics module so we really loved that we're able to see all of these participants, how much time they spend in the webinar either live or on-demand who asked which questions, and where they came from based on the UTM parameters because that gives us a lot of information as to who thought this was interesting and who didn't think it was interesting and who would we be able to send the recording to so that they could see it in a second chance. The second thing would be that, we've never had the experience before of a tool proactively messaging us with things that we could do better. Which happened here. So, when I set up our TwentyThree account I actually messed up a few things and I didn't get our domain working correctly and I didn't realize that at that point I just thought it was working but then I got an email from one of the guys at the support staff saying "Hey, you kind of messed this up" and this is what you need to do and then in a few hours it was fixed and they actually fixed a lot of it. We actually see a better business case of having people attend a webinar compared to downloading a whitepaper even though we see in our marketing that getting someone to sign up for a webinar using Facebook and LinkedIn lead ads is actually more expensive compared to having them download a white paper because of white paper they can receive instantly and it doesn't take that much for them while a webinar they have to actually attend and wait for and see so the price per lead is higher with the webinar but we do get around 10 to 30 times as much engagement from the leads that do. So it may be a bit more expensive but it may end up being worth 20 times as much so looking at it from just a cynical business calculation as how do we achieve the most awareness from our ad spend webinars is probably the best way to go. We're really confident that we have the right platform because we have a feeling like if we actually ended up screwing something up in in a webinar or in our settings someone else would probably catch it and fix it before it had any consequences