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Demand Gen & Growth

Overview

Hopin is a live virtual events platform that enables attendees to connect, learn, and interact with people anywhere. The platform allows users to create live online events that are interactive and personal whether they are hosting a live training workshop, bringing a company’s remote team together, or launching a full-scale digital conference. It hosts virtual events such as large-scale tech events and major international conferences. Founded in 2019, Hopin has raised over $1 billion in Series D funding.

Challenge

When Hopin’s growth couldn’t keep up with their foundational needs, they came to Matter Made in need of an experienced team to build their demand gen engine to drive revenue, along with the tracking infrastructure necessary to enable full-funnel attribution and reporting.

With no established MarTech support or scalable demand generation programs in place to help drive sustainable growth, Matter Made was tasked with building Hopin’s MarOps foundation and email nurture programs as well as launching ABM campaigns.

Solution

After auditing Hopin’s existing marketing campaigns to identify opportunities for growth, Matter Made commenced the engagement by developing a lead scoring framework to valuate and distribute leads, then set up conversion tracking and built out full-funnel reporting to get clear insights into building an optimal buyer’s journey. The team then piloted Hopin’s freemium product rollout and optimized paid campaigns for efficiency and effectiveness by launching both high and low intent campaigns to drive awareness and conversion.

Seeing a need to diversify and capture more demand, Matter Made deployed a comprehensive content strategy for lead generation, while continuing to clean up conversion discrepancies and media inefficiencies throughout the account. After identifying Hopin’s top target accounts, Matter Made coordinated and orchestrated with Hopin’s Sales team to leverage intent data and launch an ABM campaign and developed an email nurture program to capture demand from target accounts.