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From Customer Support to Customer Success with Webinars

Leadfeeder is a website visitor identification solution. Leadfeeder integrates with your Google Analytics data, cleans it up, enriches it, and provides you with an overview of the companies that have visited your website, which pages they visited most and campaigns they interacted with.


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What is Leadfeeder?

Leadfeeder is a website visitor identification solution. Leadfeeder integrates with your Google Analytics data, cleans it up, enriches it, and provides you with an overview of the companies that have visited your website, which pages they visited most and campaigns they interacted with. It's combined with a healthy lead qualification and lead management process that integrates well with your favorite CRMs, marketing and sales collaboration tools, and much more. Beyond enhancing your sales cycle and lead generation funnel processes, optimize website and content.

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Scaling customer trainings with webinars as you grow

Initially, the Leadfeeder team started looking into solutions to optimize their customer success processes. According to Peter Sterkenburg, Customer Success Lead at Leadfeeder, individual trainings were very time-consuming, and were not scalable as the company started acquiring new customers very fast.

We were already wasting a lot of time on individual trainings and we realized that we should free-up our time. We have more than 2,200 clients, and it's not possible to train each individual user one-by-one. One thing we started implementing was webinars.

So, they started testing webinar tools to tackle this issue. Unfortunately, none of these tools really suited them in terms of compatibility, features or customer support. In the end, they found Livestorm through one of Pipedrive's webinars.

To answer the question on how to reboot the concept of doing webinars, we started doing research and attending webinars of other companies. We came across Pipedrive's webinar, which was powered by Livestorm.

Having the Aha! moment with Livestorm

Coming from the Copenhagen startup scene, Peter confirms that design and UX are very high on the agenda. So, these two factors were especially important when they were looking for a new webinar tool.

The webinar emails from Livestorm looked slick, the platform was very smooth, professional and modern. I genuinely enjoyed the look-and-feel of Livestorm, it seemed very easy from the start... And, of course, I don't have to download anything! It actually is pretty light on my computer as well.

The initial appeal came from the perspective of design and UX. But that's not what decided Peter and the Leadfeeder team to choose Livestorm.

In addition, Leadfeeder needed to get actionable data from webinars. They not only needed to gather data, but also get it out of their webinar platform and into their own marketing stack.

We really love the statistics page, where you can get detailed data on your visits and registrations. As you can tell from our own tool Leadfeeder, conversion has always been something on top of our list. We can now track the effectiveness of webinars using CTR and Attendee Ratio metrics that are accurate and actionable.

The Export Registrants Feature in Livestorm is also a favorite for the Leadfeeder team, allowing them to see what their audience is like for a given webinar.

Now we can know if a registrant is a new lead and require nurturing, or a trial user or premium user.

So the Aha! moment really came from marketing metrics and being able to smoothly include webinars into their existing stack without disrupting their workflow.

Livestorm feels smooth and it just works quite nicely, and it doesn't feel clunky. It also integrates well with our stack.

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Going beyond customer support with webinars

Customer onboarding is high up on the customer success team's agenda at Leadfeeder. This is precisely where webinars come ito play. Every user that creates an account — regardless of their size — gets properly onboarded to Leadfeeder.

We want to make sure that everyone has base-level knowledge of the tool. From the customer success side, we use Livestorm to measure the health of our client. We've marked webinar registration and participation as a milestone in our onboarding process and customer journey.

This makes a lot of sense when you want to go beyond customer support and start building meaningful relationships with your customers every time they reach out to you. Going from customer support to customer success is one of the big shifts in modern business. The whole point is to add value for each customers, at every step of their journey.

Thanks to webinars, we can have proper conversations with our clients to actually solve their business challenges rather than giving them product support.

The Leadfeeder team has started getting positive results quickly after they started hosting webinars. Even on early qualitative results, Peter affirms that they've got great engagement and feedback for their webinars.

We've had a couple of big webinars now, and they all went absolutely flawless. We got super feedback on the content of course, but it does help when the software actually just works and just feels good. It's nice to work with a software that delivers nicely.

Leadfeeder's webinar playbook

When it comes to promoting their webinars, it's all about combining different channels.

We've been using social media, just putting our webinars out there. This has helped us get more registrations for our webinar. Apart from that, we have newsletters that we send out and also we've set some in-app messages with reminders.

So if there's one advice to bring more people to your product-related webinars, it's to get creative with placing the webinar registration page. If the webinar provides value for customers, it can make sense to mention upcoming sessions directly from your app, or within your customer onboarding emailing campaign.

What about tips for first-timers? According to Peter, simplicity in content and some webinar preparation prior to the event are essential:

Keep it simple! Have one clear topic and don't try to cram too much into one topic. On a practical level, have a one-page checklist for yourself. This will help you manage the stress of it a lot better. Log in 15-20 minutes earlier to make sure everything is up and running!

And of course, having the right tool is crucial for a stress-free webinar experience:

A lot of stress factors may depend on the software that you're using. Make sure that all the stress factors are gone by checking your software. That's why I love Livestorm, it just works!


Upcoming webinars from Leadfeeder

"Thanks to webinars, we can have proper conversations with our clients to actually solve their business challenges rather than giving them product support."

Peter Sterkenburg
Peter Sterkenburg, Customer Success Lead @ Leadfeeder
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