Kramer AV: B2B Lead Generation Strategy for Events and Webinars
Introduction
Kramer is a global leader in Professional A/V technology solutions, known for its high-performance products and enterprise collaboration tools. With in-person engagement still playing a critical role in B2B sales, Kramer invested in a roadshow throughout Q1 and Q2 of 2024—executing a mix of in-person events and live webinars across the Americas.To support attendance and lead nurturing, NM+U developed a targeted B2B lead generation strategy that spanned SEM campaigns, email automation, and event-specific marketing tactics.
Challenge
Reaching the right department leaders across industries like IT, facilities management, and AV was essential to making Kramer’s roadshow efforts worthwhile. With events spanning major cities throughout the U.S. and Latin America, precise lead generation became a key priority. The campaign also had to navigate varying market dynamics, language differences, and event timelines. Adding to the complexity, each event required its own localized messaging and a seamless email automation strategy to keep potential attendees informed and engaged.
Campaign Results
LinkedIn: Average CPC
(All Campaigns vs. LinkedIn Average of $5.58 for Global IT Sector)
LinkedIn: Average CPM
(vs. LinkedIn Average of $33.80 for Global IT Sector)
All Platforms: Average CPL (Cost-Per-Lead) for in-person events
All Platforms: Average CPL (Cost-Per-Lead) for webinars
How We Did It
Media Channels: Google SEM, Google Display, LinkedIn, Multi-Platform, Retargeting, Landing Pages, Email Outreach and Automations
NM+U developed a hyper-targeted series of lists based on employers, industry, department and behavior attributes. We then honed these audiences with proprietary data tools, custom audience info and lookalike models. The original ads would send users to a series of event-specific landing pages where we then used that data to launch a series of retargeting tactics. The data collected from these phases would help us to further hone in on specific audiences and build interest groups that could then be sharpened further down the funnel. We also created an email automation series to ensure attendance levels and direct outreach would be possible.
