Project overview
Summary
Key outcome
100+ accounts registered, 75% live attendance, 8 sales-qualified leads
Before
The challenge
Hard to convene government and infrastructure buyers around a credible, procurement-safe live moment
Government and infrastructure buyers rarely commit calendar time without a crisp promise: who it is for, what they will learn, and why it is safe to bring colleagues. A generic "product webinar" would underperform. The programme needed positioning that matched B2G evaluation norms, promotion that reached the right accounts, and production tight enough that the live session felt credible, not promotional.
After
The new reality
Positioned webinar, built audience, ran production and follow-through into sales
We ran government market activation around a single webinar motion: positioning and promotion tuned for B2G, deliberate audience development into priority accounts, and end-to-end production and distribution so logistics and follow-up did not leak. Registrations crossed 100 accounts, about three quarters of registrants attended live, and the sales team received eight sales-qualified leads to work from that wave, separate from the longer-cycle RFP and public-sector ABM programmes on the same platform.
WHAT WE DID
GTM & positioning
Government market activation: webinar positioning and promotion so the session reads as a B2G working session, not a vendor pitch.
ABM & pipeline
Audience development plus webinar production and distribution, with clean handoffs into pipeline.
Brand & authority
Proof and tone that help internal champions justify taking a meeting after the live session.
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