Overview

Client

SWOOP Analytics

Industry

Enterprise software · SaaS · Digital workplace analytics

Context

As SWOOP expanded across APAC, EMEA and North America, its customer and prospect activity was reactive and fragmented. The business had strong expertise and useful content, but no consistent way to bring its audience together, build on engagement or measure its commercial value. ACT was brought in to create a repeatable global learning and engagement programme.

Services

  • Global programme strategy
  • Community and content programme design
  • Webinar and event delivery
  • Multi-market communications
  • Cross-functional coordination and measurement

From fragmented activity to a connected programme

The Challenge
SWOOP needed to move beyond isolated campaigns and events, creating a more consistent way to engage customers and prospects across markets while connecting activity to business growth.
People & partners
ACT worked with SWOOP’s leadership, Sales and Customer Success teams, product specialists, internal communications experts, customers and external speakers across APAC, EMEA and North America.
The opportunity

Bringing existing activity under one recognisable platform could turn expert insight, peer learning and product education into a valuable ongoing experience, strengthening the community while creating a more reliable source of commercial insight.

What ACT did

ACT created SWOOP Academy: a scalable global learning and engagement programme that gave SWOOP a consistent platform for customer education, peer exchange and thought leadership.

Phase 1: Create the platform and delivery model

1

Define the Academy

Created a clear umbrella for SWOOP’s customer and prospect activity, with a distinct purpose and programme themes.
2

Plan across markets

Built a rolling 12-month programme that balanced a consistent global approach with regional priorities.
3

Establish the operating rhythm

Introduced clearer workflows, responsibilities and Sales alignment to support reliable delivery and measurement.

Phase 2: Deliver valuable learning experiences

1

Curate relevant topics and speakers

Selected themes, customer stories and external experts that were useful to SWOOP’s professional audience.
2

Produce and promote the programme

Designed and led the end-to-end Academy experience: shaping programme themes, curating expert and customer voices, coordinating multi-market promotion, producing live sessions and creating the follow-up journeys that carried engagement forward.
3

Extend the value of each session

Used a smart email follow-up system to identify engagement and sentiment signals, then tailor follow-up communications for contacts showing stronger interest. This helped Sales focus conversations with more mature opportunities after each session.

Phase 3: Turn engagement into a growth engine

1

Track what created value

Connected engagement and performance data with Sales to understand the commercial contribution of the programme.
2

Refine the programme over time

Used audience response and market insight to improve topics, formats and regional activity.
3

Embed a repeatable model

Established SWOOP Academy as an ongoing platform rather than a series of one-off events.

The Impact

The SWOOP Academy turned expert insight into a repeatable engagement programme that supported stronger customer relationships, thought leadership and measurable business growth, without paid media.

1

45% of qualified inbound pipeline

Generated through the Academy’s community-led learning programme.
2

5× attendance targets achieved

Demonstrating that the programme was reaching and engaging the right professional audience.
3

Sales cycles shortened by approximately six weeks

The tailored follow-up journeys used engagement and sentiment signals to help Sales prioritise warmer, more informed opportunities.
4

A repeatable global engagement engine

SWOOP moved from fragmented activity to a structured programme spanning APAC, EMEA and North America, without relying on paid media.
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