On-demand webinars are transforming business growth

At the pace digital marketing is evolving, it’s not surprizing that traditional marketing tactics often struggle to keep up.

In a recent podcast episode, we explored how on-demand webinars are emerging as a tool that’s changing the way businesses engage with prospects, nurture leads, and ultimately drive growth.

To explore the power of this creative approach, Tech Marketing Trends host Jakob Löwenbrand recently sat down with Melissa Kwan, Co-Founder and CEO of eWebinar. Melissa shared her journey from starting out as a serial entrepreneur to founding a leading platform that automates webinars to create engaging, interactive, and scalable experiences.

The journey to eWebinar

Melissa Kwan’s background as an entrepreneur laid the foundation for eWebinar. Having built and sold two real estate tech companies, she experienced the frustrations of conducting repetitive live webinars, demos, and training sessions first-hand. These tasks consumed valuable time and energy, yet there was no way around them. They were also important for business growth. This experience inspired Melissa to create a solution that automates webinars, allowing businesses to deliver high-quality, interactive content without the need for a live host.

As Melissa explains, “I never understood why a person—let alone a founder—would have to take hours and hours out of their day to do the same thing over and over again. So I always envisioned this perfect product that would do my job for me, while I could go and live my life.”

Why on-demand webinars are the future

On-demand webinars have several advantages over traditional live webinars. One of the primary benefits being accessibility.

Through on-demand webinars, businesses can reach prospects at any time - time zones or scheduling conflicts are no longer limitations. Attendees can engage with the content whenever it’s convenient for them, and because it’s pre-recorded, there are no technical hiccups or delays.

Moreover, on-demand webinars offer a more interactive experience than simply uploading a recording to YouTube or Vimeo. Through eWebinar, companies can integrate features such as polls, live chat, and customizable CTAs (calls to action) that encourage participants to engage and ask questions. This interactive element helps keep viewers’ attention while businesses have the opportunity to collect valuable data in real-time.

Key components of a successful on-demand webinar

When it comes to creating an effective on-demand webinar, Melissa offers the following advice:

High-quality video and audio:

First impressions matter. Your video and audio quality should be professional, even if you’re using basic tools like a smartphone and a good microphone. A polished presentation will hold the viewer’s attention and reflect positively on your brand.

Engaging and relevant content: Your content should be tight, focused, and valuable to your audience. Unlike live webinars, where there’s often downtime or irrelevant chit-chat, on-demand webinars should be concise and to the point. “Test your content live many times, then script your on-demand webinar to be a lot tighter,” Melissa advises.

Timelessness: Avoid references to dates or current events that could quickly make your webinar feel outdated. Timeless content ensures that your webinar stay relevant for months or even years, reducing the need to constantly update it.

How on-demand webinars drive business growth

On-demand webinars are a scalable way for businesses to reach and engage their audience without the constraints of live scheduling. Whether you’re in SaaS, marketing, or B2B tech, automating your webinars can free up valuable resources and improve your lead generation efforts.

According to Melissa, the most significant ROI comes from using on-demand webinars at the top of the sales funnel, where leads are still in the research phase. By offering a webinar that prospects can access immediately, businesses can educate and qualify leads before investing time in a one-on-one conversation.

“Time kills deals,” Melissa points out. “If someone schedules something for next week, and they have to pick up their kids or something comes up, they’ll miss it. And then they’ll just watch the replay, but how many replays do we have in our inbox that are never touched?”

On-demand options eliminate these bottlenecks and ensure that leads engage with content when they are most interested.

Measuring ROI: Key metrics for success

One of the most crucial aspects of running an on-demand webinar is tracking its performance. Conversion is the key metric, according to Kwan. “Are you converting someone to a call or a sale?” Features like conversion pixels and engagement tracking help businesses to measure the performance of how their on-demand webinars.

Unlike live webinars, on-demand versions allow for larger volumes of participants, which can lead to higher overall conversion rates. Melissa points out that even if the conversion rate per individual is lower, the scalability of on-demand webinars results in more leads and ultimately more sales.

Real-world success stories

The proof is in the pudding. One of Melissa’s customers was initially skeptical about switching from live to automated webinars. This customer had been using a course platform and a video landing page to drive sign-ups but saw minimal results. After switching to eWebinar and automating their content, they tripled their conversion rate without any additional work—simply by engaging viewers through an interactive webinar platform.

Another client was able to scale their webinar output from one live session a week to 10 concurrent on-demand webinars every day, significantly boosting their sales pipeline.

Conclusion: Embrace the future with on-demand webinars

In a world where convenience and immediacy are paramount, on-demand webinars offer businesses an opportunity to scale their marketing efforts, drive lead generation, and ultimately increase conversions. Platforms like eWebinar not only automate the delivery of content but also provide the interactive experience that keeps prospects engaged.

As Melissa concludes, “On-demand webinars allow you to cast as wide of a net as possible, anywhere in the world, while keeping your leads engaged and educated.” By integrating this powerful tool into your marketing strategy, you can free up time, scale your business, and generate qualified leads without sacrificing quality or interaction.