Webinar Program - ABS Group

ABS Group is the oldest certification body in the United States, headquartered in Houston, TX. they operate globally in several countries.

Upon my arrival to the company there was an urgent need to establish a pipeline of marketing qualified leads that business development teams could then follow up with in order to secure further business. While building a knowledge library of technical papers, case studies, and white papers was also part of my remit, the main focus was on developing a significant webinar program to warm leads for sales. These content pieces worked together to create the marketing funnel for the business since there was no prior protocol in place.

Through departmental collaboration around the globe a deep technical library of webinars was produced and recorded. While live broadcasts and on-demand videos worked together to fill the top and middle of the funnel. Data received during broadcasts and via surveying helped move leads to the qualified stage to be handed off to business development teams.

Throughout the course of my tenure the webinar program grew into a company-wide effort with multiple stakeholders and subject matter experts working in unison to grow global business. Starting with a database of less than 2,000 unqualified contacts, I grew this number to 37,000+, as well as accounted for several million USD in trackable revenue across departments.