The tech giant, Hewlett Packard Enterprises, was looking to accelerate their partners’ digital marketing proficiency and execution to drive business growth.
The main goal was to educate HPE’s partners on Digital Marketing content and tools in order to drive digital integration in Go-to-Market Strategies through Marketing Development Funds.
BBN Mexico proposed the HPE Digital Academy, an online educational program composed by a series of specialized webinars to educate partners in digital Marketing and empower them to sell strategically. We were in charge of developing the content for each webinar and assigned specialized members of our Digital team to be the speakers. The webinar series covered 10 topics from SEO & SEM to social selling and strategic planning.
After each session, all participants had the chance to ask questions to our digital experts (speakers) regarding their own Digital Marketing practices and challenges. Q&A sessions post-webinar lasted up to an hour, demonstrating high audience engagement.
We measured training engagement and effectiveness by collecting data on webinar attendance, active participation and surveys after each session.
- Webinar attendance: We had up to 1,178 registered and 630 attendees in a single session.
- Webinar participation: Attendees participation was measured by relevant interventions (questions/comments) and interest rating provided by the tool GoToWebinar. These two metrics along with attendance would give a total score to each participant. At the end of the webinar series, the 2 participants with higher score won a ticket to attend the HPE Discover 2018 in Las Vegas – an HPE showcase technology event for business and IT professionals
- Surveys: We developed a post-webinar survey for each workshop to evaluate the partners’ satisfaction and gain an understanding of how the content was impacting the audience.