Customer.io Qualifies Leads with Webinars

What is Customer.io?

Customer.io is a multi-channel marketing platform designed for web and mobile apps. With a lightweight integration, people can manage, send, and track performance of email, SMS and push notifications. Unlike typical marketing platforms that use only demographic data, Customer.io provides user behavior as a dimension for more accurate targeting: that’s what people do or don’t do when logged in to a web or mobile app.

Why are you hosting webinars?

When we started looking for webinar solutions we had a specific use case in mind, we were looking to host product demos. We had searched for other webinar solutions, but they were difficult to use and slow. We were looking for something really simple and reliable.

We initially switched from 1:1s to scheduled demo webinars because we wanted something repeatable. For every hour that we put in we wanted to get a 10x ROI.

Webinars help us qualify top of the funnel leads. Before they create an account or talk to sales, we want them to have a good understanding of Customer.io and assess if the solution is good a fit for them or not.

Why did you choose Livestorm?

The user experience was such a big part of our decision-making process. We were looking for something super simple that was not over-engineered, but if you do a side-by-side feature comparison, Livestorm competes very well with the other well-established webinar players in the space like GoToWebinar or Zoom.

For example, we use Zoom for 1:1s or team meetings and, even though they have webinar capabilities, they did not tick all the boxes, specially regarding user experience.

Additionally, it was imperative that we could easily conform webinar registration and attendance data to our data warehouse, and that the data matched the format of our other marketing activities. Livestorm's Zapier app made this dead simple.

What advice would you give to someone who never hosted webinars?

First, something very tactical. Write out your script and talking points. Put the prospect or customer first, put yourself in their shoes, and walk them through the experience.

If you can deliver a valuable experience to an attendee—-which may in many cases be their first interaction with a human at your company--try to simplify your message in terms that anyone could understand, and where you think they could instantly get a win by using your product.

Also, make sure that the experience does not end at the end of the webinar. Decide how you are going to extend the value of the time you have taken from a person, make it better, and continue that relationship.