Recorded Webinars Drive Leads
Shanna Leonardi, content manager at EditShare, on the webinar engagement process
The real asset in webinars is not the live event, it is the recorded video that keeps collecting intent after the calendar slot ends. At EditShare, only about 30% of registrants show up live for stronger product webinars, but the recording is then reposted to the blog, emailed to registrants, shared on social, and gated inside Wistia after the first minute or five minutes, turning one event into an always on lead capture funnel.
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This also explains the tool split. Zoom handles registration, reminders, polls, and backstage workflow for the live session, while Wistia handles the useful part afterward, better playback layouts, blog embeds, and forms inside the video so late viewers can still convert into leads.
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The pattern shows up elsewhere in webinar software. Wistia built its webinar product around the fact that customers already host recordings on the platform after the event, and its Channel product is designed to turn one time viewers into repeat video consumers.
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For B2B teams, this shifts the KPI from attendance to downstream action. EditShare is moving away from counting signups and views toward measuring who reaches out afterward, which matches how webinar content actually works in practice, as a nurture asset that keeps driving touches long after the live date.
This pushes webinar software toward products that blend live event tools with on demand video libraries, forms, chaptering, and marketing automation. The winner is likely to be the product that makes a single recording easy to repackage across email, blog, social, and global time zones, because that is where most of the audience and most of the buying intent now sits.