Six webinar series, two product lines, one steady demand engine.
Ongoing promotional strategy for Agilent's Atomic Spectroscopy and Molecular Spectroscopy webinar programs — three alternating-week series per line, mixing live sessions with on-demand content to keep the pipeline moving continuously.
Figures reflect FY2026 to date.
Atomic Spectroscopy (3 series)
270 leads · 87 new contacts · 93 opportunities · $642K in open opportunity value
Molecular Spectroscopy (3 series)
26 leads · 10 new contacts · 16 opportunities · $95K in open opportunity value
The challenge
Running three alternating-week series per product line means the program never really stops — the goal wasn't a single strong launch moment, but a steady, sustainable cadence that keeps generating pipeline month over month without burning out the list.
The strategy
I led promotional strategy across email and digital channels for both the Atomic and Molecular Spectroscopy programs, using a single ON24 registration page per series so customers could pick and choose from a mix of live sessions and on-demand content in one place.
Pre-event
Targeted email sequences and landing pages built anticipation and drove registration across each installment.
Live session
ON24 delivery enabled real-time engagement tracking and lead capture throughout each webinar.
Post-event
Follow-up nurture converted attendance into next-step conversations with sales.