Results
Event Performance
- 60 qualified registrants generated
- 94 unique attendees attracted
- 29-minute average view duration achieved
- 45+ hours total watch time recorded
Brand Awareness
- 19 media placements secured in one month
- 484K estimated media views obtained
- 120M target audience members reached
Social Media Growth (LinkedIn)
- 469% impressions increase (6,690 vs. 1,175)
- 1,261% engagement increase (1,103 vs. 81)
- 20% follower growth increase
- 16.5% engagement rate increase
Content Creation
- $60K+ worth of evergreen video content recorded
- 30+ social media posts and assets created
- Delivered multi-session thought leadership content
Background
Object Edge, an award-winning digital consultancy serving global brands, faced the challenge of establishing thought leadership in the manufacturing sector—a traditionally conservative, legacy industry experiencing unprecedented transformation. With AI adoption, supply chain volatility, and generational workforce changes reshaping manufacturing, Object Edge needed to position CEO Rohit Garewal as a trusted voice in digital transformation while building brand awareness in this specialized market.
The manufacturing industry presents unique marketing challenges: longer decision-making cycles, slower response times compared to typical B2B sectors, and audiences that prefer substantial, value-driven content over flashy marketing tactics. Additionally, Object Edge’s marketing infrastructure was in its early stages, with a weak email domain authority and minimal existing brand presence in the manufacturing space.
Zen Media was tasked with creating a comprehensive virtual event strategy that would not only generate immediate leads but also establish a replicable format for building sustained thought leadership and industry recognition.
How Zen Media Exceeded Object Edge’s Goals
Strategic Positioning
The experts at Zen Media conceptualized, developed, and produced the Manufacturing Edge Digital Summit as a premium virtual event addressing the most pressing challenges facing manufacturing leaders: AI implementation, tariff volatility, legacy system modernization, and practical digital transformation strategies. By curating an agenda of speaking sessions framed around the experiences of renowned industry experts, we positioned Object Edge alongside established thought leaders.
Multi-Channel Integration
Our approach synchronized PR, social media, email marketing, and outbound campaigns to maximize reach across the manufacturing ecosystem. We crafted messaging that resonated with C-level executives, VPs, and directors in manufacturing, digital transformation leaders, and IT decision-makers.
Content-First Strategy
Rather than treating the event as a one-time lead generation tactic, we designed it as a content creation engine that would provide Object Edge with months of valuable assets for ongoing thought leadership and nurturing campaigns.
Approach & Methodology
- Building Pre-Event Buzz
Our campaign launched with targeted LinkedIn content showcasing speaker expertise and teaser content around trending manufacturing topics like AI automation and tariff management. We executed strategic media outreach six weeks before the event, securing advanced coverage in key industry publications.
- Multi-Platform Audience Development
We built comprehensive prospect lists focusing on manufacturing professionals, prioritizing identified ICPs while expanding to adjacent roles. Our outbound strategy utilized brief, text-only emails emphasizing AI and tariff topics that resonated with current industry concerns. Cold outreach leveraged multiple pre-warmed mailboxes and sophisticated infrastructure to maximize deliverability.
- Strategic Content Curation
Each panel was designed to address specific pain points while showcasing Object Edge’s expertise:
- AI in Manufacturing platformed venture capital investor Jeremiah Owyang, who provided actionable implementation frameworks
- Tariff-Proofing Profits invited Avrio Institute president Shawn DuBravac to address immediate economic concerns
- Redefining Legacy Industries featured collaboration and practical modernization strategies from our founder Shama Hyder and Evertrak’s CEO Tim Noonan
- Live AI Implementation positioned Object Edge CEO Rohit Garewal as the strategic voice for practical digital transformation
Real-Time Optimization
When initial email outreach from Object Edge’s domain encountered deliverability challenges, we quickly pivoted to Zen Media’s established domain infrastructure while implementing domain health improvements for future campaigns. This agile approach maintained campaign momentum despite technical obstacles.
Event Day Execution
The four-session virtual format maintained audience engagement across 94 unique attendees, featuring strong interactive elements including live Q&A and chat moderation. Each session was professionally recorded to create lasting content assets.
Results
Our integrated strategy delivered exceptional outcomes across all key performance indicators. The Manufacturing Edge Digital Summit generated 60 qualified registrants while attracting 94 unique attendees who remained engaged for an impressive 29-minute average view duration, resulting in over 45 hours of total watch time.
From a brand awareness perspective, the campaign secured 19 media placements within one month, reaching an estimated 484,000 viewers with a total audience reach of 120 million. This media coverage positioned Object Edge alongside industry leaders and established credibility in the manufacturing sector.
Social media performance exceeded expectations, with LinkedIn impressions increasing 469% (from 1,175 to 6,690) and engagements surging 1,261% (from 81 to 1,103 interactions). The campaign drove 20% follower growth and achieved a 16.5% engagement rate, significantly expanding Object Edge’s manufacturing industry network.
Content creation objectives were fully realized, producing over $60,000 worth of professional video content that will serve Object Edge’s thought leadership strategy for months to come. The event sessions are being repurposed into 30+ social media posts, blog content, and nurturing campaign materials.
Despite initial domain challenges, email marketing efforts achieved a 12.3% click-through rate among registrants, demonstrating strong audience engagement with Object Edge’s messaging.
The campaign’s success established a replicable annual event format that can be executed at approximately half the cost in future iterations, creating a sustainable platform for continued thought leadership development and lead generation in the manufacturing sector.
This comprehensive approach not only met Object Edge’s immediate goals but created the foundation for sustained marketing momentum, positioning them as a go-to digital transformation partner for manufacturing leaders navigating industry disruption.
