Introductory Webinar Project

CareerLearning Free Introductory Trainings

A free webinar series designed to engage HR professionals, generate qualified leads, and showcase CareerLearning’s expert-led training.

overview

I led the development of a series of free, expert-led webinars at CareerLearning to introduce HR professionals to our training offerings. Initially launched for our brand HRWebAdvisor, the project started with four foundational webinars and later expanded to cover topics such as New Hire Form Compliance, Employee Terminations Compliance, 2024 Compliance for HR Managers, and 2024 HR Ethics and Compliance. My goal was to create a low-barrier entry point for prospective clients to experience our training quality while generating qualified leads for potential subscription memberships.

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LEARNING

Objective

Attract qualified leads with potential to convert into paid customers.
Showcase subscription options and highlight the value of our expert-led training.
Promote word-of-mouth referrals through a referral discount program.
Provide new clients an opportunity to test our offerings before committing to a primary training provider relationship.

Approach

I planned and launched the initial webinar on New Hire Forms Compliance for newly acquired leads.

I collected and analyzed both qualitative and quantitative data to measure engagement and lead quality.

I conducted A/B testing to evaluate conversion potential and refine webinar content and delivery.

I collaborated closely with presenters, web development, product design, and product support teams to ensure alignment with project goals.

I iterated on content and format based on data insights before expanding the series to additional topics.

I coordinated marketing initiatives, including LinkedIn posts, social media campaigns, and podcast collaborations, to extend reach and engagement.

Outcome

The series attracted a total of 2,909 attendees across all webinars.
Customer retention improved through the provision of high-value free content.
$10,000 in sales were generated from leads who initially attended free webinars.
Lead acquisition expanded through ongoing marketing initiatives, establishing a pipeline for future subscription offerings.