A while back, we wrote about the distinction between live webinars, on-demand webinars and automated webinars.
On-demand webinars are pre-recorded webinars, always open for new registrations that anyone can join 24/7, to get evergreen content.
Last week we just published our own on-demand demo webinar. We wanted to provide a better recording of a pre-recorded demo in a gated space to capture and qualify leads at scale.
It's better than having just a video behind form because you can centralize questions, chat, capture polls answers, etc.
| On-demand webinars | Live webinars |
|---|---|
| Always open 24/7 | Open for a specified date and time |
| Pre-recorded video | Live streaming |
| Real-time interactions | Asynchronous interactions |
Who can benefit from on-demand webinars?
On-demand webinars are great for different situations and types of companies. It depends on your situation and marketing goals.
Small teams can do customer training and lead qualification at scale using on-demand webinars. You don't need more resource or budget to start hosting gated pre-recorded videos.
When you have too many one-on-one calls, webinars are great to pre-qualify or generate top-of-the-funnel leads. Now, with on-demand webinars, you can even split that audience and add an additional stream of pre-qualification.
When in my customer lifecycle should I include on-demand webinars?
Due to its automated nature I would suggest to bring it to the top of your funnel either for leads or recent trials.
For inbound leads
You can push traffic from your paid campaigns, website traffic, nurturing campaigns to this inbound channel to capture valuable information and qualify your contacts before moving them to MQLs.
For trials
Some trials may want to have a full self served experience. This has two benefits. First, they get served asap, you don't lose time with scheduling calls or waiting for the webinars, increasing your time to close a deal. Second, it enables you to collect engagement data and buying intention on your new trials.
For customers
Keeping your customers up to date with the platform is an everyday struggle. To scale your customer success, on-demand webinars are great because they are 24/7 and self-served. It can even be part of an onboarding process for each new person on your customer's team.
Doing on-demand webinars with Livestorm
To continue, you will need the following: a Livestorm account (create one here for free), and select a past webinar. Go to your replay settings and check the on-demand option:
Conclusion
This is a cool way to host gated video content and collect new leads on auto-mode. With our Zapier integration you will able to integrate this new inbound channel to your marketing automation workflows.
