B2B Influencer Webinar: How Harmonie Mutuelle and Romain Grotto Turned a Webikeo Live into an MQL Machine

Contents

• The B2B webinar: the ultimate lever for consideration and qualification
• The Harmonie Mutuelle x Romain Grotto strategy: co-creation and an expert duo
• Acquisition engineering: balancing Webikeo email power and B2B influencer strategy
• Continuous optimisation by Les Années Folles: from a top-down format to field experience
• B2B influencer webinar results: 38% engagement and a record 84-minute watch time
• Key takeaways for your next B2B events

In B2B marketing strategies, the webinar/Live is often seen as a routine exercise. Yet when it is combined with a genuine B2B influence co-creation strategy, it becomes one of the most powerful levers for capturing decision-makers' attention, building Thought Leadership and generating qualified sales opportunities (MQLs).

After the success of its Inbound Influence programme on LinkedIn, Harmonie Mutuelle once again placed its trust in the agency Les Années Folles to orchestrate a large-scale campaign on the Webikeo platform, led by chartered accountant and B2B creator Romain Grotto, alongside Carine Castello (Harmonie Mutuelle expert).

The B2B webinar: the ultimate lever for consideration and qualification

In the complex sales cycles of health, protection and retirement cover for professionals (self-employed workers, known in France as TNS, chartered accountants and business owners), capturing attention is not enough: you need to sustain a high level of immersion (Dwell Time) to build conviction.

The strength of this campaign lies in the choice not to broadcast a simple corporate message, but to offer a series of two thematic webinars with strong professional value, co-hosted by a peer recognised and trusted by the target audience.

The Harmonie Mutuelle x Romain Grotto strategy: co-creation and an expert duo

To maximise impact among chartered accountants and financial decision-makers (who make up more than 69% of qualified participants across audit, law, banking and insurance), the strategy was built around two complementary sessions:

1. Webinar 1 (Business transfer and protecting the business owner): A first chapter devoted to anticipating each key stage of selling a business with clients.
2. Webinar 2 (Vis ma vie d'expert-comptable, a day in the life of an accountant): An immersive format breaking down a real year-end review with a self-employed nurse (a target client group for Harmonie Mutuelle) and the trade-offs between fees and retirement at the end of the year.

This live Co-Authoring approach, led by the Les Années Folles teams, ensures a natural, credible tone that is immediately rooted in professionals' day-to-day work.

Acquisition engineering: balancing Webikeo email power and B2B influencer strategy

A close analysis of the campaign's acquisition channels reveals valuable lessons for any B2B marketing team:

• Website traffic (Webikeo): 64.4% of registrations (94 registrants). Main driver: influencer amplification (Romain Grotto). Very high engagement rate on the page (58% engagement). The influencer drives most of the registration traffic.
• Dedicated emailing: 35.6% of registrations (52 registrants). Main driver: Webikeo email campaigns. A more targeted volume of registrations, generating 12 of the campaign's 15 MQLs.

The strategic insight: The synergy is perfect: while influencer Romain Grotto's voice and reshares drive the vast majority of traffic and registrations on the landing page (64.4%), Webikeo's email campaigns convert them into highly qualified MQLs (80% of MQLs).

Continuous optimisation by Les Années Folles: from a top-down format to field experience

True to its ROI measurement methodology, Les Années Folles analysed the data from the first live to adjust the second event straight away:

• Evolving the editorial format: Dropping the "textbook" presentation in favour of a day-in-the-life / field experience format built around a real client case (the self-employed nurse), far more engaging for senior decision-makers.

B2B influencer webinar results: 38% engagement and a record 84-minute watch time

The figures recorded in this review confirm the programme's exceptional effectiveness:

• 146 registrants generated, including 5,679 impressions on the Webikeo site and 2,870 unique visits to the registration page (5% conversion rate).
• 38% engagement rate (56 people engaged overall across the live session, the 31 Replay views and the 16 guide downloads).
• Outstanding satisfaction score of 4.7 / 5 from participants.
• An exceptional average watch time:
  • 40.1 minutes on average for the Live.
  • 34.9 minutes on average for the Replay (used by 31 "replay only" participants).
  • Up to 84 minutes of average attendance for participants who watched both the Live and the Replay!

"The duo of a professional expert and a platform expert, combined with real field cases, keeps retention above 40 minutes on a topic known to be complex, such as retirement for self-employed workers."

Key takeaways for your next B2B events

1. Adopt human co-hosting: Pair a recognised B2B creator or expert with your in-house experts to break the stiffness of the classic webinar.
2. Don't neglect the Replay: More than 55% of engaged people watch the event only on demand; treat the replay as a marketing asset in its own right.
3. Focus on practical professional value: Favour concrete case studies (field experience) over theoretical or purely product-led presentations.

🎙️ Join the 2nd Live on Webikeo!

👉 Register for the second Webikeo Live: Vis ma vie d'expert-comptable (in French) to hear Romain Grotto and Carine Castello share their field experience live.

🚀 Boost the impact of your B2B events with influence!

Looking to bring in B2B thought leaders to co-host your webinars, generate MQLs and captivate your target decision-makers?

Book a call with Les Années Folles

Want to go further? Download our free report: The 2027 UK B2B Influencer Marketing Report.

‍