Success
Insights
A data-driven webinar program built to engage senior technical and business leaders at Appian's largest financial-services accounts — between the big conferences, in a format they would actually show up for. I owned it end to end, from content strategy through post-event follow-up.
Producer & Content Creator
Owned the program end to end: content and narrative for each session, a distinct series visual identity, promotional campaigns, live production and Q&A, engagement tactics, and turning attendance data into sales opportunities.
Double the Benchmark
Show-up rates of 50% and 44% against a B2B tech average of 25–35%. 71–73% of attendees came from the target financial-services vertical — Goldman Sachs, Vanguard, Citi, HSBC, Barclays, Santander — with sessions rated 5/5 for value.
The Challenge
Appian's Customer Success org needed to keep senior enterprise customers engaged between major conferences. The bar was high: executives are skeptical of vendor-hosted content, and the average B2B tech webinar draws just 25–35% of registrants. The program had to attract the right senior audience, earn high ratings, and generate engagement the sales organization could act on.
The Approach
I led with the topic the audience cared about most — operationalizing AI in financial services — and built each session around real customer stories rather than product pitches. To hold senior attention in a virtual format, I designed in interaction from the start: live demos, polls, facilitated Q&A, and QR-code feedback capture. A consistent, premium visual identity signaled the seniority of the room, and I treated every attendee list as a pipeline signal, connecting engagement data back to sales follow-up.
Deliverables
Three flagship sessions — Operationalizing AI in Financial Services, Accelerate with a Center of Excellence, and Appian Autoscale — plus a cohesive series brand system, promotional campaigns and registration pages, and an engagement toolkit of polls, Q&A frameworks, handouts, and QR feedback capture.