Acting as their Fractional CMO, we collaborated closely with Unico Solution and Informatica to develop a multi-channel promotional strategy that resulted in record-breaking registration numbers and high-value sales prospects. This, amongst other factors, led to the company’s 2021 acquisition.
When Unico Solution came to us, they faced a critical challenge: engaging Informatica’s PowerCenter users who needed to transition from on-premise to cloud data storage before a product obsolescence deadline.
Despite strong expertise, Unico needed a targeted strategy to convert interest into action—attracting the right audience, driving attendance, and ultimately, turning webinar engagement into sales. Their goal was ambitious: convert 50-60 highly qualified attendees into a $500,000 – $1,000,000 revenue opportunity.
To ensure maximum engagement and lead generation, we developed and executed an integrated webinar campaign, leveraging:
Email Marketing – Targeted outreach to high-intent prospects
Social Media Strategy – Engaging content to drive awareness and registrations
Website & Landing Page Optimization – Designed for maximum conversion
Personalized Sales Outreach – Direct engagement through company sales reps
Messaging Development & Promotion Plan – Crafting compelling narratives to attract the right audience
By collaborating with both Unico Solution and Informatica teams, we refined the messaging, produced webinar content, and aligned marketing efforts to create a seamless attendee journey from registration to post-webinar follow-up.
This project showcased the power of strategic messaging, multi-channel execution, and cross-team collaboration in driving tangible business outcomes. By ensuring alignment between marketing, sales, and product teams, we helped Unico Solution turn webinar engagement into a high-value sales opportunity.
Highest number of webinar registrants in four years of partnership
On track to meet registration goals
Generated highly qualified leads for the sales team to engage with individually
Created enough buzz & awareness to cause Informatica leadership to re-evaluate and postpone the webinar amidst massive internal organizational changes
The project received a Summit International Marketing Effectiveness Silver Award in the Integrated Campaign B2B category in 2020.
