All case studies
Tallyroom
Finance software for mid-size companies
Filling a webinar series with finance leads
1,690
webinar sign-ups in one quarter
My role
Demand generation lead, in-house
Channels
LinkedIn, email and a sign-up page
Timeframe
One quarter, 2019
Budget
$22k on LinkedIn
The brief
Tallyroom sells finance software to mid‑size companies, and the sales team needed meetings with finance leads, not more ebook downloads.
What I did
We ran three live sessions on one problem, the month‑end close, with a customer’s finance lead on each panel. LinkedIn ads went only to finance titles at companies of the right size.
Everyone who signed up got a calendar invite, a reminder the morning before and the replay afterwards.
Results
1,690 sign‑ups across three sessions. 41% watched live, and sales booked 96 meetings from the list.
What I learned
Having a customer on the panel doubled sign‑ups compared with sessions led by our own staff. People come to hear someone like them.
Our sales team asked for more webinars. That has never happened before.
JB
Jonas Brekke
VP of sales, Tallyroom
