▌Integrated campaign to promote a B2B webinar on NIS2

Client: GTS
Industry: Technology, telecommunications & cybersecurity
Channels used: LinkedIn Ads, Meta Ads, dedicated landing page, comprehensive tracking
Objective: To generate qualified registrations for the NIS2 webinar and attract decision-makers from relevant companies through an educational funnel focused on awareness, qualified traffic, conversions, and retargeting.

▌How We Attracted Over 170 Participants to the GTS Webinar on NIS2 Through an Integrated LinkedIn and Meta Ads Campaign

In recent years, cybersecurity issues have shifted from the technical realm to the realm of strategic business decisions. With the introduction of the NIS2 Directive, many companies have begun seeking answers to key questions:

✦ Who is affected?
✦ What are the obligations?
✦ What are the risks of non-compliance?
✦ How should the organization prepare?

For GTS, the goal was to organize an educational webinar that would bring decision-makers from relevant companies together and foster business discussions with organizations that need support in implementing the NIS2 requirements.

The challenge wasn’t a lack of interest in the subject.

The challenge was to reach the right people quickly.

▌The campaign’s objective

The goal of the campaign was to generate registrations for the NIS2 webinar through a digital strategy that combined:

✔ B2B awareness
✔ qualified traffic to the landing page
✔ conversions and webinar sign-ups
✔ retargeting for users who have interacted with the campaign messages

For this project, we built a comprehensive marketing ecosystem based on:

✦ Dedicated landing page
✦ Comprehensive Meta and LinkedIn tracking
✦ Marketing funnel
✦ Segmentation by job titles and decision-making roles

▌Strategy

In B2B campaigns, one of the biggest mistakes is focusing exclusively on volume.
For the GTS webinar, we took a different approach:

Quality of Participants

We weren’t interested in getting as many sign-ups as possible.
We were interested in getting:

✦ CEO
✦ CFO
✦ IT Managers
✦ Heads of IT
✦ Security Managers
✦ individuals directly involved in decisions regarding the company’s infrastructure and security

That’s why we chose a combination of LinkedIn and Meta Ads.

Each platform played a different role in the funnel.

▌LinkedIn’s Role in the Campaign

LinkedIn was the primary channel for targeting decision-makers.
We built audiences based on:

✔ Executive roles
✔ IT management
✔ Cybersecurity
✔ Companies with more than 50 employees

Instead of promoting the webinar directly through technical messages, we started with real business problems.
The most effective message in the campaign was built around the question:

“What happens when an IT update shuts down production?”

This approach generated the highest engagement and the best CTR of all the promoted content because it shifts the conversation from technical details to the actual impact on the business.

▌Meta’s Role in the Campaign

While LinkedIn brought precision and relevance, Meta brought scalability.
We’ve built audiences consisting of:

✦ entrepreneurs
✦ business owners
✦ CEOs and Managing Directors
✦ people interested in management and leadership

Meta’s role was to:

✔ Increase the visibility of the webinar
✔ Drive traffic
✔ Boost conversions through retargeting
✔ Capture users who have already interacted with the campaign’s messages

In this context, the costs were extremely cost-effective, and the volume of interactions enabled rapid audience growth.

▌What worked best

One of the campaign’s most important insights was that messages centered on risk and business impact performed significantly better than strictly technical communication.

On Meta, the NIS2-specific carousel format generated the best results:

✔ 29 direct leads
✔ CTR of 1.58%
✔ 658 clicks
✔ high engagement

On LinkedIn, posts that presented real-life scenarios and concrete consequences had the highest engagement rate.

▌Campaign Results

The campaign successfully combined awareness and lead generation in a very effective way.

✔ nearly 84,000 views
✔ nearly 47,000 people reached
✔ over 440 clicks
✔ over 900 interactions

▌Final Result

Over 170 participants attended the webinar, and the client’s feedback was extremely positive due to the quality of the participating companies and the relevance of the audience.

That was, in fact, the true measure of the campaign’s success:

It’s not just the number of participants.

But the fact is that the webinar attracted people who could turn the discussion into a real business opportunity.

▌What Made the Difference

The campaign’s success did not come from a single channel.

It resulted from the clever combination of two platforms with different roles:

✦ LinkedIn for precisely targeting decision-makers
✦ Meta for volume, awareness, and remarketing
✦ Dedicated landing page for conversion
✦ Messages built around real business risks, not just technical specifications

In a market where many B2B campaigns are limited to promoting an event, GTS’s strategy has demonstrated that when the right message reaches the right audience, results follow quickly and have a real impact on business objectives

⭐ Do you want to promote a webinar, an event, or a B2B initiative to the right decision-makers?

At re7, we build integrated LinkedIn, Meta, and Google Ads campaigns that don’t just aim for sign-ups, but generate relevant audiences and real business opportunities.

Let’s talk