THE FULL SCOOP:

OVERVIEW:
Yotpo is an ecommerce marketing tech solution, offering 5 products built to drive customer retention (SMS Marketing, Email, Subscriptions, Loyalty Programs, Reviews). Retain Forward is Yotpo’s annual 90-minute webinar showcasing the newest product features and updates, and took place in H1 2024.

EVENT GOALS: Yotpo needed to drive adoption of newer Email and Subscriptions products and claim the “Retention Marketing” category—while converting event interest into sales activity.

MY ROLE: Own the strategy and execution of all pre and post event promotion for both prospects and customer audiences, and provide direction on lead scoring across business units to track success metrics

ACTION:

• Orchestrated 5-month promo plan across email (8-touch series), organic + paid social, in-app/site, community, and 10 partner/field events

• Enabled Sales/CS with playbooks, UTMs + SPIFF, persona-based email templates, and weekly performance updates.

• Drove post-event conversion with recap + 3-part nurture, clipped product demos, and repurposed customer quotes.

• Built event-specific lead scoring across multiple business units: create SQLs only for registrants who attended; route demo requests via standard paths.

IMPACT:

• Hit SAL benchmark for event; increased SQL→demo conversion from 8% to 15% while cutting SQL creation by 30%.

• +20% registrations YoY; influenced activity in 20/100 ABM targets; 15% of H2 SALs tied back to the webinar.
  

Click here to see a detailed run down of the project, including overall strategy, channel utilization, results, and takeaways.