How We Gained 200+ Qualified Email Leads for Our B2B Manufacturer Client in 2 Hours
On 30th March 2021, Shuant Consulting executed a high-impact 2-hour webinar campaign for a plastic packaging manufacturer client (B2B). The campaign generated over 200 qualified email leads, engaged more than 200 attendees across 27 countries, and attracted participation from over 70 companies, including top distributors, converters, brand owners, and material suppliers.
About Our Client
A global leader in high-performance packaging solutions, committed to helping businesses protect their products, optimise logistics, and meet sustainability goals. With decades of expertise and advanced R&D capabilities, they deliver innovative films and wrapping solutions that address the real challenges faced in industries from food to logistics.
The Challenge
In Q4 2020, our client introduced a green initiative aimed at strengthening their sustainability and ESG contributions. However, with little to no promotional effort, the initiative stayed under the radar—failing to reach or resonate with its intended audience. We were brought in to design and execute a full-scale launch that would position the initiative in front of the right people and generate measurable market awareness.
Our Approach
We knew this wasn’t just about launching a green initiative — it was about introducing it to the right audience, generating meaningful traction, and positioning it as a credible ESG-driven brand asset.
To achieve that, we designed an integrated marketing strategy that would:
- Launch the initiative with impact.
- Generate quality leads and interest.
- Build lasting visibility through high-value content touchpoints.
Given the competitive nature of the industry, we adopted a targeted, by-invitation-only webinar format to ensure exclusivity, elevate brand perception, and bring influential voices on board.
How We Identified the Opportunities
We conducted a rapid audit of the client’s existing marketing channels — including LinkedIn, Facebook, email marketing, and sales pipelines — to uncover content gaps, underutilised assets, and potential amplification opportunities. This informed both our outreach plan and the narrative structure for the launch.
The Strategic Choice
Because the launch took place in early 2021, at the height of COVID-19 travel and gathering restrictions, a physical event was not feasible. A webinar became the most efficient way to reach a global audience while maintaining a professional, interactive environment.
How We Did It
Tools & Platforms
- Project Management: Asana (for timelines, task allocation, and real-time progress tracking)
- Email Marketing: Mailchimp (for targeted invitations and automated reminder sequences)
- Webinar Hosting: Zoom (for a professional, interactive event experience)
Timeline: ~1 month from planning to execution.
Services Provided:
- Full Marketing Plan & Execution (like a marketing arm for the client)
• Email Sequences (pre, during, and post event)
• Webinar Event Management
• Social Media Engagement
• Launch Video Scripting
• Keynote Speaker Speech & Presentation Deck
• Presenters/Speakers Liaison
- 1x Master of Ceremonies
- 2x Dedicated Webinar Support Staff
How We Delivered It
- Collaborative Design & Development
Worked closely with the client to shape the campaign concept, refine core messaging, and align on goals. Partnered with key stakeholders to confirm participation and secure content contributions.
- Content & Asset Readiness
Developed event scripts, presentation slides, and speaker briefs. Translated marketing insights into bite-sized, shareable assets for post-event distribution.
- Targeted Outreach & Engagement
Built and executed a tiered email sequence — from personalised invitations to last-call reminders — to maximise attendance.
- Live Event Excellence
Delivered a seamless by-invitation webinar with professional hosting, live technical troubleshooting, and an engaging Q&A session to encourage interaction.
- Post-Event Lead Capture & Nurture
Distributed a custom attendee survey to capture detailed feedback and qualify leads. Compiled webinar recordings and performance data for further marketing use.
The Results
Our integrated launch strategy delivered well above industry benchmarks — turning an under-the-radar initiative into a widely attended, high-engagement event.
Attendance & Engagement
• 77.6% turn-up rate – 132 attendees from 170 registrants (industry benchmark: 40–50%).
• 30% of attendees joined without prior registration, pushing total participation to over 200 attendees.
• Representation from 27 countries, with the top five being: Malaysia, Australia, Lithuania, the UK, and Singapore.
Lead Generation & Data Insights
• 200+ qualified email leads captured for future campaigns.
• 90%+ survey participation rate – 154 out of 170 registrants responded, giving rich data for follow-up marketing and AEO content targeting.
• Attendees represented 70+ companies, with the top segments being:
- Distributors/Brokers
- Converters/Compounders/Masterbatch producers
- Others (niche industry specialists)
- Brand Owners/Manufacturers
- Material/Machine Suppliers
Audience Sentiment & Engagement Quality
Beyond the impressive turnout, the webinar earned outstanding reviews from attendees. Feedback revealed that:
• The majority rated overall satisfaction as 4 or 5 out of 5.
• Content relevance to their job/company scored consistently high, reinforcing the value delivered.
• Logistics, flow, and speaker lineup received strong approval ratings, indicating smooth execution.
This strong sentiment not only validated the launch approach but also positioned the initiative as a credible and high-value platform within the industry.
Key Takeaways
- A highly targeted, by-invitation launch can outperform open campaigns in both attendance and engagement when aligned with AEO strategies.
- Exclusive event positioning builds stronger brand credibility and draws international attention, even in niche markets.
- Leveraging post-event assets (recordings, survey insights, and bite-sized social content) extends campaign life beyond the live event.