the receipts, 01 · fmc law

A webinar series that billed over $1M in its first year.

The first time FMC Law could follow a marketing program from registration to invoice. Dozens of new client relationships came with it.

FMC Law (now Dentons) · branding, campaign, display

Marketing couldn't prove it made money.

Events ended with a headcount and a hunch. Nobody could say which ones brought in work.

So we built a series we could measure, with the practice leads who'd have to stand up and teach it.

88%vs 30%

of webinar registrants showed up. Email sign-ups managed 30%.

three programs

how we tracked it

registercrmmatterinvoice

Every registrant went into the CRM. When one became a client, the billing system showed it. Those hours were credited to the series.

$1M+

in billable hours in year one

300%

click-through increase

Dozens

of new client relationships

20%

of attendees were new to the firm

Marketing, finally, with an invoice number.