The Syllabus:
When the Covid-19 pandemic forced in-person events to become virtual, Adobe realized that it needed to drive executive engagement, and therefore pipeline, both at and in-between events.
Lesson Plan:
Adobe partnered with Agent3 to create a virtual book club. The companies chose “The Power of Customer Experience” by Martin Newman as the book selected for all readers to engage with. A reading experience for Adobe’s executive audience was created that would build momentum toward a live Book Club event, hosted by BBC and Channel 4’s Steph McGovern, Newman and Adobe’s Director of Digital Strategy. Copies of the book were sent to attendees prior to this live event.
Podcasts, videos and interactive sheets created an opportunity for the target audience to engage with that content, and new podcasts, blogs and pre-existing content shared through content syndication created further engagement and started new conversations.
Report Card:
The book club generated:
- A total of 161 MQL leads (surpassing its goal of 100)
- 596 visits to the events page
- 176 engaged readers
- 76 peak reader connections with a live event reach of 58,094
- 556 total engagements via LinkedIn and 273 conversations via LinkedIn InMail
- 722 engaged readers
- 87 event registrations
Report Card:
The book club generated:
- A total of 161 MQL leads (surpassing its goal of 100)
- 596 visits to the events page
- 176 engaged readers
- 76 peak reader connections with a live event reach of 58,094
- 556 total engagements via LinkedIn and 273 conversations via LinkedIn InMail
- 722 engaged readers
- 87 event registrations
