Webinars as Primary Product Touchpoint
Shanna Leonardi, content manager at EditShare, on the webinar engagement process
Webinars matter in B2B software because they create one of the few moments when prospects will sit still and watch the product work. For EditShare, that means showing an actual workflow instead of asking buyers to infer value from a website or brochure. The format is especially useful before a sales call, because it lets marketing put screens, features, and use cases in front of a broad audience, then turn the recording into an on demand asset that keeps generating interest after the live event.
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At EditShare, webinars sit near the top of funnel, but they are still product led. Product focused sessions draw stronger signup than industry topics, and the team sees about 10 times more post event viewing than live viewing, which makes the recording at least as important as the live session.
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The core job is not just attendance, it is moving someone from passive awareness to an active hand raise. EditShare tracks who reaches out after a webinar, and other B2B marketers use webinar questions, poll responses, and viewing behavior to give sales a warmer reason to follow up than a generic demo request.
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This is also why webinar tools compete less on video quality alone and more on workflow. EditShare chose Zoom because registration pages, reminders, and calendar flows were automated, while Wistia’s pitch is that live event, gated replay, editing, highlights, analytics, and marketing automation can live in one stack instead of being stitched together.
Going forward, webinar software is moving toward a hybrid of product demo, content engine, and lead capture system. The winners will be tools that make it easy to run a repeatable webinar motion, capture who engaged and how, and instantly turn one session into replay, snippets, gated video, and sales follow up across time zones.