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Human Behaviour Drives Results

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The Challange

Arri Pauw had 30+ years of proven methodology, thousands of professionals transformed, and more than 250 teams coached globally. But all of that expertise lived in boardrooms and workshop settings, delivered in person, one team at a time. The challenge was clear: how to bring this deeply personal, high-impact approach to a scalable online program, reach leaders across Scandinavia, Central Europe and beyond, and generate consistent demand through digital channels, all while preserving Arri’s distinctive voice and the integrity of his method.

The solution

We developed a marketing ecosystem combining LinkedIn thought leadership, webinar-driven lead generation, targeted advertising, email marketing automation, B2B enterprise outreach, and content strategy. All designed to translate Arri’s in-person authority into digital channels that generate qualified leads and course enrolments across international markets.

The Case

Today, we function as Arri’s marketing partner, providing ongoing strategic guidance, campaign management, content creation, and audience development. Our collaboration demonstrates how sixtynine.agency helps subject-matter experts transition from in-person consulting to scalable digital products through integrated brand strategy and multi-channel marketing execution.

Brand voice development and content strategy

Arri’s decades of in-person authority needed to translate seamlessly into digital content without losing the direct, action-oriented tone that makes his approach distinctive. Generic marketing copy would undermine the very credibility his program is built on.

What we did:

  • Developed comprehensive brand voice guidelines capturing Arri’s direct, authoritative communication style

  • Established key terminology framework: “mastery over human dynamics” rather than generic EQ language, “transforming good willing people into a delivering team” as core promise

  • Created a content style guide covering strategic use of bold text, capitalisation for emphasis, short impactful paragraphs, and questioning approaches

  • Built a content library drawing from Arri’s video transcripts, course materials, homework exercises, and documented frameworks across all five modules

  • Mapped the signature WHAT vs HOW framework, friction-courage-vulnerability models, and trust definitions into reusable content pillars

From visibility to enrolment: the LinkedIn and webinar funnel

The Human Behaviour Drives Results programme is a significant investment, not an impulse buy. Leaders don’t purchase a comprehensive EQ programme from a single ad or post. They need to experience Arri’s expertise first, build trust in his methodology, and recognise the gap between where their team is and where it could be. This required a multi-stage approach: use LinkedIn to build visibility and drive webinar registrations, then use webinars to give prospects a genuine taste of Arri’s approach, warming them toward a considered purchase decision.

Stage 1: Using LinkedIn to build visibility and drive webinar registrations

LinkedIn serves as the top of the funnel: the place where decision-makers first encounter Arri Pauw. The goal is not to sell the course directly, but to establish Arri’s credibility and create enough interest for prospects to register for a webinar.

Organic content:

  • Managed ongoing content creation for both Arri’s personal LinkedIn profile and the HBDR company page

  • Developed a posting strategy optimised for peak engagement times

  • Implemented LinkedIn page growth tactics to build audience in primary markets

Paid advertising

  • Managed monthly LinkedIn advertising campaigns with a single, clear objective: drive webinar registrations from qualified decision-makers

  • Created targeted campaigns reaching CEOs, Managing Directors, HR Directors, and Talent Development Managers

  • Developed targeting based on industry and geographic markets

  • Optimised campaign performance on data with registrations as the primary success metric.

Stage 2: Webinars as a way to warm prospects toward purchase

Once a prospect registers through LinkedIn, the webinar acts as the conversion mechanism. A leader who attends a webinar and recognises their own team’s challenges in Arri’s examples is far more likely to invest in the programme than someone who only saw an ad. The webinar bridges the gap between “interesting content” and “I need this for my team.”

What we did:

  • Designed and managed end-to-end webinar campaigns with multi-touchpoint promotion sequences leading up to each event

  • Created webinar registration pages, reminder sequences, and post-event follow-up flows

  • Developed targeted promotion reaching different audience segments: new prospects, previous attendees, no-shows, and newsletter subscribers

  • Coordinated technical setup including automatic recording, platform logistics, and language-appropriate materials

  • Analysed performance data to optimise show-up rates and post-webinar conversion paths

Email marketing automation

Converting webinar attendees and website visitors into course participants required sophisticated email sequences that maintained Arri’s personal tone while guiding prospects through a considered purchase decision.

  • Designed comprehensive email sequences within Kajabi: welcome flows, post-purchase confirmations, engagement check-ins, value reminders, and cross-sell pathways

  • Created trigger-based automation responding to user behaviour: purchase events, lesson completions, and inactivity periods

  • Developed separate flows for each purchase pathway and build upsell sequences guiding buyers towards expanded packages

  • Maintained Arri’s distinctive voice throughout all automated communications, reviewed and refined through collaborative editing with Arri himself

B2B enterprise outreach strategy

Beyond individual course sales, a significant revenue opportunity existed in enterprise licensing: organisations purchasing 20 to 100+ licences for their teams. This required a fundamentally different approach: relationship-building over immediate conversions, longer lead times and multi-stakeholder engagement.

What we did:

  • Defined target company profiles

  • Developed B2B landing page strategy specifically targeting organisations wanting team-wide EQ transformation

  • Created multi-channel outreach sequences: LinkedIn first, then email as fallback, with emphasis on relationship building

Video content and social media production

What we did:

  • Developed social media content calendars maintaining consistent posting schedules across platforms

  • Edited platform-optimised content formats for LinkedIn posts, webinar promotions, and advertising creatives

  • Built a reusable content library from course transcripts, homework materials, and Arri’s documented case studies spanning all five programme modules

Results and impact

The partnership has delivered measurable results:

  • Complete marketing ecosystem built from the ground up: from zero digital presence to multi-channel lead generation across international markets

  • Webinar campaigns generating qualified leads from target industries

  • Comprehensive email automation infrastructure with trigger-based sequences covering the entire customer journey from first interest to programme completion and cross-selling

  • Consistent brand presence maintained across LinkedIn personal profile, company page, advertising, email, and webinar channels

  • B2B enterprise strategy developed and activated, opening a scalable revenue channel through organisational licensing

  • Content library established from 30+ years of methodology, course transcripts across five modules, and documented frameworks