Case study · Tescan

A new microscope launched in three months, on the agreed date.

The European launch of a new scanning electron microscope, delivered on the agreed date.

A webinar at the centre, one campaign across four channels, and six contributors working to one schedule.

Vladimir Mrazik at the product launch stand at a European show — At a European show, after the launch.

The goal

Launch a new scanning electron microscope in Europe in April, generate webinar registrations and give sales qualified leads to follow up.

The challenge

I took over in January, which left three months. Six groups worked on the launch: product marketing, a technical copywriter, a designer, a paid search specialist, a web agency and a PR agency. Each step depended on the one before it. The copy needed the product content, the landing page needed the copy, and the webinar could only be promoted once the page was live.

600

webinar registrations.

800

qualified prospects within 3.5 months.

marketing-qualified leads in the same period.

The approach

One date. Agreed with product marketing, then everything was planned backwards from it.
One task list per contributor. Every group knew what to deliver, to whom, and by when.
A webinar at the centre. A live event gives the launch a fixed deadline, and it is where sales conversations start.
One campaign, four channels. Email, LinkedIn, Google display advertising and PR, all pointing to one registration page.
Leading without authority. None of the six groups reported to me, so I kept them aligned through shared deadlines and one brief.

Execution

Sequencing. I set the order of delivery, so each group’s work arrived when the next one needed it.
Copy. I wrote the landing page, emails, LinkedIn posts and ads, so one voice ran through every channel.
Email series. A short series before the event, building registrations week by week.
Webinar. Prepared with the product specialists, delivered live and recorded for later use.
Quality control. I checked the web and PR agencies' work against the same brief as the internal team's.
Leads to sales. Every registration was scored and passed to regional sales, with the highest-priority contacts marked for follow-up first.

The campaign

From the post to the registration.

LinkedIn post one day before the launch webinar — LinkedIn, one day before: the date, the time in three time zones, and one link. The visual carries the product story.

Email invitation to the launch webinar with one register button — Email invitation: one screen, the button above the detail, three one-line benefits.

Webinar registration page with highlights and a form — Registration page: highlights on the left, the form on the right. Nothing competes with the form.

A product launch webinar I ran drew 600 registrations. Equipment in this category typically sells over a six-to-eighteen-month cycle, so the first real measure of a launch is the pipeline it creates: 800 qualified prospects entered that pipeline within 3.5 months, and 70 converted to marketing-qualified leads.

Where does your European presence stand today?

A readiness score per stage of the European buyer journey, and one prioritised next step.

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