RSA - Over 10x ROI

Background:

RSA was committed to driving a substantial increase in webinar registrations for its 2013 Security Analytics Premier Virtual Event.
Knowing that an average installation for a Security Analytics package was approximately $200,000, it was decided that a media investment would be wise to increase lead generation and ROI potential for this webinar.

Goal:

Deliver at least 5,000 registrations through paid media at a projected $50 cost per registration.

Challenge:

Industry average for a webinar was $60 to $80 CPA

Solution:

Leverage mobile advertising partnerships as a means to effectively lower the industry average CPA to an acceptable range.

Results:

RSA achieved 8,264 total registrations from all sources, of which 6,332 came from Trepoint’s media support campaign. After removing test registrations and bounced email registration confirmations, that’s a total of 5,644, of a net total 7,576 registrations, or 74.5% of all registrations.

• CPA: $53.60 of net (5,644) registrations, and $47.78 of gross (6,332)
• ROI: Estimated to be 10+ times marketing investment, with just 15 closed deals, or 0.27% of completed registrants.
• Insight: Mobile campaigns are NOT the holy grail of webinar registrations, but can be an effective media component when integrated with an overall campaign strategy, compelling speakers, and a topic that is interesting to the target audience.