A while back we wrote about the distinction between live webinars, on-demand webinars and automated webinars.
On-demand webinars are pre-recorded webinars that are always open for new registrations.
We've made a few of our own on-demand demo webinars. These quality recordings capture and qualify leads at scale.
It's better than having just a video behind a form because you can centralize questions, chat, and capture polls answers.
| 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 benefits from on-demand webinars?
On-demand webinars are great for different situations and types of companies. Really what the decision hinges on is your specific marketing goals.
Small teams can do customer training and lead qualification at scale using on-demand webinars. You don't need extra resources to start hosting 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. 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?
On-demand webinars should be at the top of your funnel for leads or for recent trials.
For inbound leads
You can push traffic from your paid campaigns and website traffic. Nurturing campaigns to this inbound channel can help 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 quickly, so that you don't lose time with scheduling calls or waiting for the webinars. This can spped up the time it takes to close a deal. Second, it allows you to collect engagement data and gauge the buying intention for your new trials.
For customers
Keeping your customers up to date with your 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 teams.
Doing on-demand webinars with Livestorm
To continue, you will need the following: a Livestorm account (create one here for free), and 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.
