October 23, 2024
<5 minutes

Kolena unlocks new channel to drive senior engineering and data decision-makers to webinars

Newsletters sponsored:
TLDR AI
TLDR Founders
Goals
  • Drive AI and ML practitioners, business and data analysts, data scientists, and senior leadership to register for a series of Kolena webinars
  • Keep cost per lead low while maintaining quality
Results
  • Consistently achieving 50-100+ quality webinar sign-ups from every ad placement
  • TLDR is their go-to channel for generating leads for a fraction of the legwork required by other newsletters

About Kolena

Kolena is an AI-driven platform designed to supercharge information analysis for knowledge work. By leveraging cutting-edge language models, Kolena enables professionals to sift through vast amounts of unstructured data—emails, documents, legal briefs—transforming it into precise, actionable insights with unparalleled accuracy. By automating the manual labor of data processing, Kolena empowers knowledge workers to focus on higher-level decision-making.

Leveraging newsletter reach and reputation to drive higher-quality leads

With the launch of their new products, Kolena needed to reach a broader engineering audience, and fast. At the same time, the quality of those leads needed to stay high—Kolena didn’t want to waste precious webinar seats on folks who either wouldn’t follow through or simply weren’t senior enough to have real buying power. From being a long-time TLDR subscriber herself, Pam Ennis, who runs Marketing & Lead Generation at Kolena, knew our newsletter would be the right channel for such a high-stakes campaign. Our broad reach in the tech space and quality reputation that’s earned us the trust of top engineering leaders made us the perfect advertising partner.

On top of being well-known, TLDR has a very firm footing in the space that we’re in. That makes it much easier to allocate ad dollars to them versus a competitor or another channel. They’ve become my go-to. If I have the budget, TLDR is the first channel that comes to mind.

– Pam Ennis, Marketing & Lead Generation, Kolena

The impact of that established footing has been clear. After an initial test in TLDR AI, Kolena continues to advertise consistently with at least 4 ads per quarter.

We use newsletters and LinkedIn to drive webinar signups. TLDR’s cost per sign-up is slightly higher, but it makes sense because the signups are higher quality like senior engineers and data analysts to director-level job titles within our ICP.

TLDR’s unmatched white glove service

For Kolena, partnering with TLDR has done more than just deliver results, it’s made advertising stress-free. While most newsletters ask advertisers to write their own copy, TLDR does that in-house—a surefire way to get ads to resonate tone-wise and a massive weight off the shoulders for marketers like Pam.

The copy that TLDR’s team provides isn’t just well written, it’s actually fun to read. I rarely have big edits, because I always know the end result is going to be something high quality.

Pam harks back to the same word when describing her experience: reliable. On top of taking over copywriting, that means quick email responses and detailed follow-ups on each ad’s performance.

TLDR never makes me feel like I need to babysit. That takes a lot off my plate in terms of legwork, worry, and follow-up. Your team constantly checks in with me to see where we’re at with our registrations and always tries to help me beat our numbers month over month.

Pam’s advice for newsletter advertising

Given her experience as both a long-time newsletter reader and seasoned marketer, we asked Pam to share her advice for those just starting to experiment with newsletter advertising:

1) Read before you leap

“I’m a big ‘use it first’ person. Have a bunch of newsletters you’re subscribed to and try your best to read them as much as you can before you open your wallet.”

2) Look for differentiation

“On top of that, make sure the ones you pick don’t sound the same as other newsletters. Ask yourself, ‘Does this have a unique voice?’”

3) Prioritize authentic engagement over data alone

“Sure, you can just run off numbers or what their audience looks like. Numbers and data are great, but you need to make sure you’re taking care of the human side of it—the newsletter should really speak to you.”

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