Registration Goal Exceeded
qualified registrants
website sessions
SOLUTION
Making Enthought a leader in the conversation
The team started with comprehensive research on the ChatGPT conversation landscape to inform our strategic direction, key narrative, and campaign plan. Research was compiled into an audit that looked at the conversations around ChatGPT related to material science and life science across search, earned media, and social media. Our goal was to find white space while also noting what was sparking the most discussion and debate.
Using our insights and research as a guide, the team built a campaign narrative that centered on an overlooked audience—materials and life science organizations—who were largely being left out of the surging generative AI and ChatGPT conversations that surrounded them. This group had an incredible opportunity and advantage to be leveraging this capability but struggled with accessing relevant content.
To fill this gap, our content strategy would:
- Lean into the educational value.
- Take control of the narrative.
- Move quickly to market to strike while the iron was hot.
- Meet our audience “where they are.”
- Be relentlessly data-driven.
The team moved quickly to develop creative content and campaign assets to capture the attention of those in the R&D space. Centered on the impact of AI on research and the use of the term AI, our call to action was clear — join the webinar to explore these topics with experts.
The team also began seeding ways for Enthought to expand its thought-leadership and offer bold calls to action beyond the webinar.
Our tactics included:
- Channel mix across paid and organic social media, display, third-party placements, and email.
- Engaged in precise demographic targeting, with strategic, data-driven optimizations.
- Built a robust A/B testing model.
- Used LinkedIn, to build awareness, generate engagement and drive conversions.
- Leveraged consistent look and feel across the creative, with tailored copy.
Winner
finalist
finalist
finalist
Result
Award winning campaign: From likes to leads: unlocking overlooked markets
R&D audiences were being underserved on generative AI information—and Enthought successfully filled that gap by providing much needed content. Not only did the team engage the right audiences—but also retained their attention with higher-than-average registration and attendance!
Highlights include:
- Registrations: Exceeded registration goal by 34%. Marketing channels drove 1,003 qualified registrants—with over 32% of registrants generated through paid efforts. Quality of these registrants proven by a higher-than-average 35% attendee rate.
- Awareness: In addition to registrants, the campaign successfully expanded the awareness around Enthought as a brand. Campaign generated over 67k engagements (opens/clicks), and over 1M impressions to qualified users.
- Awareness and Engagement: Throughout the campaign, the team drove almost 20,000 website sessions and 76% new visitors, creating an overall traffic uptick for the website.
- Thought Leadership: Alongside paid efforts, the team pitched earned media and secured thought leadership coverage around adjacent topics, helping to contribute to a 110% increase in earned media coverage from the previous period. Today the team continues to garner earned media around this AI angle—successfully establishing Enthought’s leadership in publications such as Drug Discovery & Development and R&D World.
LinkedIn was directly attributed to the most registrants, accounting for 14% of the total, with the lowest cost per registrant ($45). A combination of boosted posts, sponsored images, conversation ads, and LinkedIn Events was used to promote the Webinar. In addition to driving registrations, there was strong engagement across campaigns including follower growth: +52 followers driven by campaign activities. The ad aimed at increasing awareness also resonated with the audience, achieving a 2.08% CTR for the Awareness engagers audience, 2X other audiences. Testing the use of LinkedIn events proved positive with 163 users registered for the LinkedIn Event.
Google Display was the top awareness strategy, driving the majority of the impressions, clicks, and new users. The Responsive Display Ads were the top ads in terms of awareness and engagement, generating 880k impressions, 19.5k clicks, and 156 registrants, with a 2.2% CTR (340% above average).
The Springer Nature eblast and contextual ads drove strong engagement with over 1K clicks and 22 registrations, and the team anticipates some of the registrants recorded as email may also be attributed to the eBlast. While the CPA was higher, quality of these users justified the ROI and success of the channel.
The client came to us with a killer idea for a webinar that was incredibly interesting, we immediately jumped into research that helped guide our direction on messaging and validate our media plan. Quick paid media pivots and continuous optimizations lead to impressive results! Just one example of the true partnership we have with the Enthought marketing team.
Brittany Eagar, Director at PAN
