Less Annoying CRM is a very simple, easy to use customer management system for small businesses. It provides everything that's expected from a CRM: managing leads, customers, outreach for sales, but on a small scale. It's very easy to use system that is intended for someone who is able to use it without hiring a consultant or having to struggle with getting to work right.
Julia Zasso, CRM coach at Less Annoying CRM, and her team are not webinar first-timers. In the past, they've used other webinar platforms but weren't happy due to limited features and technical issues.
The initial challenge was to scale their support load and transfer some of that load to their webinars. Many of their support requests were very general and customers essentially needed a quick walkthrough. Dealing with those requests on an individual level was a huge loss in productivity, hence the transition to webinars and a one-to-many configuration.
The initial point of doing webinars was to unload some of our support calls into webinars. For those that were not going to be specialized, and for people who just wanted to have a plain walkthrough for less than 30 minutes, a webinar would be a good fit.
On the customer side, webinars turned out to be an easier way to consume the content without having to commit to an hour-long phone call. They could attend a portion of a live webinar or just wait for the recording and watch it on their free time.
Webinars are a good way for people who just want to see the system. They don’t want to commit to an hour-long call. They just want hop on some day in the week when they are free to see what the system can do, or sign up and get a recording.
Does this mean that you need to drop one-on-ones? Of course not. Both can exist simultaneously in your strategy. Think of both as channels to address the same problem at different time or stage of the customer lifecycle.
For Julia, one-on-ones, logically have a more personal touch that customers really like but webinars have become the tool to relieve the pressure off the support team.
[About 1:1s] It’s a more personal thing for people who are using us because they want that personal touch. [...] But I can say that it has really helped the times when support has gotten super busy. Like right now, half of our team is training interns over the summer, so our support bandwidth is half the size than it usually is. But we can manage that thanks to webinars.
Live streaming is hard because almost every company has its own approach to webinars, meetings, and web conferencing in general. Plus, you have to take into account all the technical aspects of your environment: network, computer, browser, OS, IT knowledge, etc.
This is why our customer success team spends so much time building content and training our customers, their ultimate goal is to make them web conferencing experts.
We were just happy to switch to Livestorm, in part because the customer service has been really great too! I would find a bug, and I’d literally message you and it would be fixed soon enough.
Finally, your web conferencing solution needs to be flexible, and feature-rich to adapt to any needs and use cases.
The biggest selling points for Less Annoying CRM were, embeddable registration and company pages, email scheduling and customization, the overall ease of UX and other features such as screen-sharing.
The tools that helped the most were probably knowing that I could do the embedding of the registration page and how easy it was to schedule. Also I could set emails like reminders and follow-ups which were very important. And then the webinar room itself, it looks very sleek, it has the "Question" tab, that made it different from the chat because chats can be overwhelming. All those features together made it pretty sleek for us. Also, Livestorm made it so easy to share screens, because that’s how we do all our one-on-one consultations. So we really wanted a webinar service that could manage this well.
In addition to their live demos for scaling support, the Less Annoying CRM team hosts deep-dive webinars as part of their nurturing strategy.
At the beginning we were thinking Livestorm as more of an onboarding tool, where you can sign up, you can watch a webinar, you’ll do a one-on-one consultation with us and beyond your way. But it's become a much better tool for nurturing our existing users.
Less Annoying CRM has a newsletter and does one of these more specialized deep-dive webinars, once a month. Those have been a huge hit with their existing users because it shows them tools that they didn’t even know they had. Nurturing webinars give them an opportunity to learn about something without having to block out an hour and if they still need, they can watch the video later.
With our support process, Livestorm has really fit into two places. It might happen at the beginning, we turn on offers for the webinars, when support is getting too busy for us to do one-on-one calls with everybody. But I think it fits better when they become more comfortable with our CRM, it lets them deepen their usage because we have these webinars to show them features that they might not otherwise come to themselves.
Julia and her team use Unbounce as their landing page creator, and leveraged the platform to actually test the impact of webinars: they ran A/B tests to see if more people wanted to schedule one-on-one calls with us versus going to Livestorm.
Currently, the team sends a newsletter for users and non-users alike. The main way people watch these webinars is that they sign up through the newsletter. In the future, they will be segmenting using an email automation software. They also leverage their social media channels to promote their webinars.
After a very big webinar, they check their participant list and import the attendees that are not present in their CRM.
Julia also recommends running trial runs. It just shows what you need to consider for the live session before jumping into the real thing. This is extremely valuable advice. We repeat the same thing over and over, testing and getting your head around the tool is very important to maximize success.
Also, consistency is key. We talked about this in other customer stories, but it's so important to keep going, you will get more results and get much better at this, every time.
The advice I would give is just hit the ground running with webinar one and don’t let it stop you, just keep doing it again and again until you have all this great content. And that’s the great thing about webinars too, is that you don’t just get the one instance, you get the replay for everyone who signed up. You can put it on Youtube if you want so that anybody else can watch it, you can share it in the future, so it provides a lot more content than a one-on-one call would.