How ‘Events on ResearchGate’ helped Malvern Panalytical engage a new audience

Malvern Panalytical technologies are used by scientists and engineers in a wide range of industries and organizations to solve the challenges associated with maximizing productivity, developing better quality products, and getting them to market faster. Already a pioneer in the virtual events space, Malvern Panalytical’s marketing team needed to ramp up its activities, reach a wider audience, and offer something unique as the COVID-19 pandemic quickly made webinars a new norm. That’s where Events on ResearchGate, a new lead generation tool on the world's most visited platform in science, came in.

An untapped resource

With its forward-thinking leadership, Malvern Panalytical has held virtual seminars for 20 years, driving education and brand awareness among its audience. Before the coronavirus pandemic, Malvern Panalytical regularly hosted several digital events. Now that there is an unprecedented demand for digital events, the company-hosted webinars have increased — presented in different languages and regions.

Linda Bratica, Webinar and Events Specialist, and Severine Michel, Digital Marketing Specialist, have both played vital roles in bringing these projects to life. Severine had been particularly keen to outsource events promotion and decided to take the leap with ResearchGate.

Trialing a solution

“ResearchGate is known as the educational platform for scientists,” says Linda, “choosing it to promote our events was a no-brainer.” Malvern Panalytical teamed up with ResearchGate just as the platform introduced its new Events on ResearchGate product. Severine was thrilled to be the first to try the new solution, eager to learn from the new promotional strategy, and excited to combine Malvern Panalytical’s virtual events expertise with ResearchGate’s distribution technology and scientific audience. The team also wanted to create something that would stand out in a now-crowded webinar landscape. They were offering a highly interactive digital event with two industry speakers, and the opportunity to view a real-time webinar and engage with a live Q&A. As Linda says, “Getting people to join the conversation, rather than simply sit back and watch, is what matters in virtual events today.”

Impressive registration and turnout

Linda and Severine used ResearchGate as the sole solution to promote their event, employing both Events emails and Events ads promotion, in order to get a clear picture of the full solution’s reach and potential. They are very pleased with the campaign results. Over 30% of the emails were opened — significantly above industry average — and the campaign achieved a 2.78% click-through rate. As for the ads, the impressions outperformed the initial forecast, reaching over 255,000 impressions and achieving more than 750 clicks. The webinar promotion resulted in a good number of registrants, exceeding Malvern Panalytical’s hopes for this first campaign. What’s more, the event itself was a success. “Promoting our event on ResearchGate allowed us to get the Malvern Panalytical brand, technology, and expertise known to people outside of our database,” says Linda.

Enabling lead generation

Malvern Panalytical’s events program was originally designed to introduce the company and inform people about its technology. However, their events gradually and naturally became a way to generate leads. As Linda says, ResearchGate further enabled this process for Malvern Panalytical, generating qualified leads for the event — meaning that the event was a marketing success for the business.

This webinar promotion campaign marks the beginning of an exciting events promotion relationship — the team at Malvern Panalytical looks forward to discovering what they can achieve in the future with Events on ResearchGate.

“ResearchGate is known as the educational platform, and choosing it to promote our events was a no-brainer.” -Linda Bratica, Webinar and Events Specialist, Malvern Panalytical

Events on ResearchGate results

Email campaign

  • 12,171 emails delivered

  • 3,823 emails opened

  • 338 unique email click-throughs

  • 31.41% open rate

  • 2.78% click-through rate

Ads campaign

  • 250,000 impression goal

  • 255,108 impressions delivered

  • 102.04 % delivery indicator

  • 0.30% click-through rate

  • 768 clicks delivered

Event promotion totals

  • 1106 total clicks (emails + ads)

  • 24.8% total click to registrant conversion rate

Connect with scientists where they do their research online, by promoting your next webinar with Events on ResearchGate.