Driving Record-Breaking Growth and Engagement for INSPIRE

Objective: HR.com, the world’s largest HR network and education platform, needed to drive global attendance and engagement for INSPIRE 2020, its flagship virtual HR conference. I led multi-channel marketing strategies, CRM-driven email campaigns, and audience segmentation efforts to boost event participation and strengthen HR.com’s thought leadership position.

Challenge:
At the peak of the pandemic, HR professionals faced unprecedented workforce challenges—adapting to remote work, hiring freezes, employee well-being concerns, and economic uncertainty. HR.com needed to position INSPIRE 2020 as the go-to virtual event for HR professionals, while ensuring:
✔ High registration numbers despite virtual event fatigue.
✔ Engaged attendees across a global audience.
✔ Strong conversion from registrants to active participants.

Traditional email blasts and social promotions weren’t driving enough engagement, and competition for virtual events was increasing. A strategic, multi-touchpoint approach was required.

Strategy:

• Launched a multi-channel digital marketing campaign, including targeted LinkedIn, Facebook, and Google Ads.

• Developed CRM-driven email campaigns, segmenting HR professionals by industry, role, and previous engagement.

• Designed automated email reminders & personalized invitations featuring tailored session recommendations and CE credit opportunities.

• Engaged with HR influencers & keynote speakers to expand reach and drive credibility.

• Used real-time analytics to optimize marketing efforts and maximize registrations.

• Created post-event personalized content recaps & follow-ups to maintain long-term engagement.

Results:
✔ Doubled registration goal, attracting 55,000+ attendees from 90+ countries.
✔ Increased conversion rates by 30% through personalized email campaigns.
✔ Boosted social media engagement by 45%, leveraging influencer collaborations and pre-event content.
✔ Strengthened HR.com’s industry leadership, achieving record-breaking participation and engagement.