What is Teamleader?
Teamleader is an all-in-one CRM, project planning and invoicing software that allows your SME to work smarter. Teams can use Teamleader to manage their whole customer journey from lead to customer with returning business, while improving their workload and productivity.
The search for a better webinar tool
Before Livestorm, the Teamleader team was using a combination of tools to hold webinars. The webinar tools they were using lacked in terms of features and support from a marketing point of view. That pushed the team to look into better solutions that fit their needs.
We try to be a customer-centric company, it was very important to offer multilingual support to our users. One of the reasons why we needed a new tool was that there was just a limited amount of languages available in the tool that we were using. With Livestorm, we can set landing pages and emails in different languages very easily- it is just great.
Was Livestorm's multilingual support the only reason to switch webinar tools? According to Maxim Beaten, Marketing Automation Expert at Teamleader, the ease of UX, no download and customer support were also important:
Another reason why we chose Livestorm was its ease of use. Also the fact that it is browser-based provides the ideal webinar experience for us and registrants alike. Along with the helpful support you've provided us, these really made up the biggest advantages for our use case.
Webinars as a way to accelerate growth
Webinars have been always an important part of Teamleader's customer success and marketing strategy.
Before we started using Livestorm, we were actually running an active webinar plan, but they were mainly for customer success. Every week or every two weeks we held customer success related webinars about a specific topic, educating new customers that we onboarded about how to get the most out of that topic.
They also wanted to use webinars for lead generation, but before all of that they wanted to get the trial conversion rates up.
For marketing, we liked to use webinars for lead generation of course, but before all of that, we really focused mostly on getting people to start Teamleader trials.
The Belgium based company decided to pull more weight into their webinar strategy to accelerate growth in all 6 other countries they're currently operating.
We realized that to accelerate our growth in other countries as well, we didn't only want to target the bottom of the sales funnel where people were ready to start the trial. We actually wanted to move up that sales funnel. So we really wanted to educate that market and reach a higher, broader audience.
Webinars at core of a marketing strategy
According to Maxim, the marketing efforts around webinars have grown exponentially since.
Right now, we are running marketing related webinars in all of our countries every two weeks. We started building up a webinar program. We're maintaining relationships with our field marketers in different countries and actively recruiting speakers and trainers regarding a certain topic.
So they started experimenting with this idea and started recruiting people for a specific webinar topic to tackle the whole top of the funnel of the market. This proved to be a huge success; they were able to get a lot of registrants, generate leads, nurture them in their own cycle, and make them qualified for the sales team.
We really use webinars as a lead generation machine. When someone signs up for a webinar, we send some emails to educate and nurture about the webinar topic. The goal is to get them to become a marketing qualified lead and so we can send them over to sales.
Their end-game is to transition and align Teamleader with the webinar topics.
At the end of the day, we position Teamleader as the ideal solution for the topic they initially had a webinar about.
Scaling the top of the funnel with webinars
For Teamleader, holding webinars is one of the best ways to tackle the top of the funnel part than any other types of marketing content.
What makes webinars actually more interesting than other content types is that they're very scalable. You find a good speaker and a good topic to talk about, you send out the invitations, and that's it! Once the webinar is done you can use the recording as an ondemand webinar for lead generation, and can just move on to the next topic. We found that it was actually a more scalable setup to tackle the top of the funnel.
Thanks to webinars, they were able to cut down their workload significantly while keep creating interesting and engaging content.
From a productivity point of view, webinars have proven to great for our marketing efforts!
Teamleader's webinar playbook
Teamleader has two different webinar playbooks: one for their customers and one for their leads. So how do they handle the webinar promotion?
For customers, webinars are incorporated to their onboarding through a sequence of automated emails. They also have a general webinarpage that is always updated with new upcoming webinars.
For leads, their marketing webinars are campaign based. They send out a monthly newsletter where they mention upcoming webinars. This has also been a nice way for lead reactivation in their existing database. They also use Facebook advertising to generate webinar leads.
According to Maxim, Livestorm has fit into their sales and marketing environment quite nicely:
As we are using webinars for both our customer success and marketing efforts, it was very important for us to integrate Livestorm with Hubspot and the rest of our current stack. We use Hubspot as our marketing automation system to create and update our contacts, but for lead scoring as well.
All in all, when hosting webinars, Teamleader comes prepared to ensure success:
Always do a dry-run before your webinar, on the same day. Make sure that everyone knows what they have to say. And make sure there's one technical person on stand-by in case there are any issues. If something goes wrong during a webinar, you don't want to be the only person who tries to fix it.