Transforming Webinar Engagement: Pure Storage’s Success with Communique’s Experience Platform

Introduction

Pure Storage (NYSE: PSTG) is revolutionizing the data storage experience, offering cloud-like simplicity to how data is consumed and interacted with. Pure Storage delivers storage as a service. This enables organizations to maximize their data’s potential without the burden of managing complex infrastructure. This approach allows for agility. It also helps meet diverse data needs in many uses and workloads.

The Challenge

Pure Storage hosts about 90 webinars every year. The webinars are held worldwide for brand awareness, generate sales leads, show thought leadership, and educate their customers and partners. But, webinar attendance plateaued. This highlighted the crowded webinar space and the changing needs of audiences.

Pure Storage’s marketing team recognized a growing disconnect between their innovative brand and the webinars they were producing. The outdated, cookie-cutter format made their events feel generic, uninspired, and out of step with modern audience expectations.

The lackluster experience of their webinars had begun to erode the perception of their brand. Attendees associated the dull, lifeless events with Pure Storage itself, creating a disconnect between their cutting-edge technology solutions and the dated presentation of their events.

The Solution

Communique’s modern Webinar Platform was the ideal solution. It met all of Pure Storage’s and, most importantly, exceled at engaging audiences beyond legacy webinars.

Key enhancements provided by Communique’s platform include

• Eye catching branding across landing pages, emails, and attendee console.
  
• Custom welcome lobby experience: The lobby experience sets the tone for your webinar by welcoming guests with a professional, branded environment, giving them a sense of preparedness and anticipation,
• High-quality video, dynamic speaker switching, and polished production elements like floating lower-thirds (the speaker’s name and title displayed on-screen) elevate the entire event.
• Dynamic content layouts and targeted calls-to-action (CTAs) to maintain audience engagement throughout the webinar including interactive polls and accessible downloadable resources.
• Immediate post-webinar feedback collection through automated surveys that appear front-and-center before attendees exit.
• Integration with Pure Storage’s marketing tech stack including Salesforce ensured a fluid transfer of event insights into their lead scoring system. This enriched their customer engagement strategies and boosted conversion rates.

The Results – The Flywheel Effect

Well-produced event experiences didn’t just engage the immediate audience; it became a catalyst for long-term growth and success.

When the webinars were delivered with compelling storytelling, striking visuals, and enhanced engagement, it left a lasting impression on attendees. This not only encouraged them to return for future events but also inspires them to share their experience with colleagues and peers.

With each successive event, the momentum grew. The audience got larger, the engagement becomes deeper, and the quality of leads improved. Over time, the webinar strategy transformed into a self-sustaining cycle. High-quality content attracted more attendees, who, in turn, fueled Pure Storage’s reputation as a go-to resource for valuable insights. This increased recognition drove even more registrations, feeding their pipeline and strengthening their brand awareness.

A flywheel of engagement, lead generation, and brand loyalty, turned each event into a stepping stone for bigger and better outcomes.

After 12 months, the new event experiences resulted in substantial improvements across all key metrics, which led to an impressive $2.8M in additional annual revenue.

The adoption of Communique’s automation’s also saved Pure Storage considerable manual effort, while its integration features tripled the leads generated per webinar.

Looking Forward

Encouraged by these results, Pure Storage plans to further optimize the use of Communique’s Experience Platform within their marketing strategy. As Lynn Lucas emphasizes, the focus is on maximizing the platform’s impact as part of a broader marketing approach, ensuring continuous improvement and engagement.