Building on iGlobal Forum’s longstanding success, we developed ISCP Club as an exclusive member community for independent sponsors and capital providers. Through this, members would be able to access a wealth of industry content, an extensive Independent Sponsor and Capital Provider directory, and live and virtual senior-level deal-making events.
As a member-only platform, understanding the most effective channels to drive registration was critical. From early discussions with the iGlobal team, we knew we had an extensive iGlobal Forum email database that we could leverage to raise awareness of the club’s launch and drive engagement to the platform.
At launch, we produced a comprehensive automated marketing email workflow in Hubspot, and a custom email trigger system within the platform, to encourage new members and keep members engaged.
Although the workflows were driving people to the website membership, only 10% of new basic members were converting to premium and executive memberships post their 7 day-complimentary trial. With the COVID climate and through feedback from the iGlobal team it became clear just how price-sensitive our audience had become – our automated email marketing and a 7-day trial alone wasn’t enough to convert people to upgrade. We needed to change tact and make our messaging more time-relevant and focused on driving prospects to book a 121 sales consultation to help convert.
We reviewed our communications with a focus on targeting individual profiles – basic, premium, and executive members – with tailored content relevant to them that not only promoted the features of the platform, but the benefits of upgrading to support them in continuing vital networking in the virtual Covid-19 world; driving a reason to upgrade now.
Alongside our marketing comms, we produced a newsletter template for the iGlobal Forum team to deliver monthly news and content updates to their current members, so we could focus our efforts on email automation to push people to convert.
We simplified ISCP Club’s email workflows and our messaging, with a focus on driving people to the site and to book a demo with the iGlobal team to find out more. Focusing on driving people to book a demo allows iGlobal’s team to then provide tailored consultations to drive membership upgrades on a personal 121 basis and answer any questions that members may have before upgrading, especially in the current climate where are people more considered about the value from any investment they make.
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