Material Digital introduced FanGrowth and increased event ROI to approximately 800% and the number of leads to more than 10,000 in 4 months. The case study outlines the background to the implementation, changes in the operational structure and the approach to evaluating results over the long term.
The background to the implementation included a shortage of ongoing engagement despite executives disseminating webinars. The need grew to establish medium- to long-term awareness initiatives and supplement business meeting generation through an internal structure. FanGrowth was introduced in January 2026, and work proceeded to establish a structure supporting the company's webinar operations.
After implementation, the company used a dedicated representative and BPO to build a pathway linking ongoing engagement with webinar participants to business meetings. Lead generation exceeded 10,000, business meetings reached approximately 70, and event ROI reached approximately 800%. The company contributed to the sharp increase in lead generation by holding its own conferences, including BRAND STRATEGY 2026.
The webinar policy is to operate without discussing the service at all. The company creates a flow in which participants learn its marketing philosophy through the webinars and later connect with marketing consultations during follow-up discussions. After Kobayashi (小林) joined the company, it strengthened the consistent visibility of and coordination with the representative assigned to webinar participants, placing emphasis on building long-term trust.
The company evaluates results from a long-term perspective, emphasizing growth in the lead base and expansion of awareness rather than short-term metrics alone. It stated that it will continue holding large-scale events, including its own conferences, in coordination with FanGrowth consultants.