You also need to engage your audience, and one way to do that is through interactive formats, like Fireside Chats or even Shark Tank-style events. Beyond engagement, ensure your platform allows easy content repurposing and has robust integrations with your marketing tools. This will streamline follow-up and lead nurturing. Hubilo offers these features and more to help marketers optimize their webinar strategy.

Running 6 to 12 webinars a year is ideal for many companies. They may be looking to scale their webinar program, increase attendee numbers, or improve the overall results. These companies would be the perfect fit for us to work with. The analytics feature plays a key role here—many streaming platforms lack good analytics, but Hubilo provides detailed insights that allow you to pinpoint the most engaged audience members. This helps marketers target the right people in their follow-up marketing campaigns.

Looking ahead to 2025, what are some of the top content marketing or webinar trends we can expect? Content is specific to each company, but AI and how to use it to save on resources and costs will definitely be a big topic. Many companies will include AI-related content in their webinars. Additionally, as technology evolves rapidly, content will continue to adapt. Companies that focus on the basics, despite all the AI hype, will stand out by offering valuable, straightforward information in an entertaining manner. Content might stay the same, but the way it's presented will change. More B2B companies are experimenting with different formats, and this is a trend we expect to see more of in 2025.

For marketers looking to create content that stands out amid the flood of AI-generated material, it’s important to think outside the box. Unique, creative presentations—like using skits or songs for product explainer videos—tend to grab attention more than generic content. While short-form content continues to rise due to shorter attention spans, long-form content still has a place if it's highly relevant to the audience. The key is finding the balance between the two.

Lastly, being bold and offering controversial perspectives on industry trends can also help content stand out. The market is saturated, but daring to be different can attract attention and build stronger connections with your audience.

To get people interested, short introductions or short-form content are great for initial engagement. A good example is Blinkist, an audiobook site where you can listen to a book's summary in 15 minutes. If you like it, you can purchase the full book and dive deeper. This is a great way to consume high-level concepts quickly and then explore the details if it piques your interest.

Absolutely, and this is already happening. Many teams are repurposing their webinar or in-person event videos into smaller, snackable clips that can be shared on social media platforms like LinkedIn. Webinar platforms are also evolving to include editing, branding, and publishing tools, all within the platform, making it easier and faster to repurpose content. In the past, repurposing was time-consuming and costly—teams would spend hours sifting through content and then wait for agencies to brand the clips. But now, AI and user-friendly workflows are significantly cutting down that time, making marketing teams much more efficient.

The rise of standalone companies offering video editing tools proves that people want to repurpose content quickly and affordably. They no longer want to spend $5,000 per video through agencies. With platforms now incorporating these capabilities, it’s clear that companies want to handle it all in-house.

Similarly, interviews like this one provide valuable insights from experienced professionals, which can be transformed into short, shareable clips. Does Hubilo offer a feature that allows users to break down videos into smaller pieces for short-form content?
Yes, it does! I use this feature every day. After hosting an episode, my marketing team asks me to post clips on social media, and Hubilo makes this process incredibly fast. The platform automatically detects the most interesting parts of the video based on audience engagement. I just review the AI’s selections, make quick adjustments, and add our branding, and within minutes, I can post these clips. I enjoy writing, so I volunteered for this task, but the platform has turned me into a power user, and I’m able to provide immediate feedback to our developers and product team. It’s also exciting to see our customers using this feature effectively and giving us ongoing feedback.

It seems like many independent companies building these tools may be replaced by features integrated directly into platforms like ours. Customers now expect advanced editing, branding, and publishing capabilities within a single platform. Without this, they’d have to go through cumbersome workflows, downloading and uploading videos across multiple tools, which is inefficient. Our goal is to integrate all of these features directly into the platform.

This interview is already providing actionable insights! We used to handle everything ourselves, sifting through content manually, but with AI tools, the process has become much faster. AI helps identify key moments in the video for short-form content, though a human touch is still necessary to adjust timing and ensure the message is clear. What’s great about your platform is the analytics, which show when viewers are most engaged and which parts of the video are getting the best reactions. This helps you know exactly where to focus when editing for short-form content.

Yes, absolutely! In addition to engagement data, we also analyze the specific topics discussed and identify the relevant audience for each. This allows for a more targeted approach, so if, for example, a fintech company is addressing finance professionals but also needs to speak to procurement professionals, they can modify the same video or clip for different segments. It’s not a “one-and-done” approach. You can adjust the audience and repurpose content for specific personas. This creates a variety of new content from a single video. We want to make the content creation process interactive, where customers can generate fresh content based on their needs, not just use static clips.

It sounds like Hubilo is the "Ferrari" of webinar platforms, with all the great features and performance, but at a more affordable price!
Yes, that’s exactly what we aim for—Ferrari features at Toyota prices!

What other tips do you have for SaaS companies looking to build an effective webinar strategy? We’ve already discussed the importance of data. Do you have any other recommendations?

Definitely, focusing on the basics is crucial. Ensure that you have a compelling topic and a great speaker, because that’s half the battle. We've learned this over the past year with our own webinars. As long as the speaker and topic are highly relevant to the audience, people will engage. Presenting the content in an entertaining way also helps. This year, we plan to try new approaches, such as offering exclusive content with the speaker for the first few registrants after the webinar. It’s not just about hosting a 30-minute webinar—creating buzz and exclusivity around the event helps generate more interest and engagement.

It’s also essential to focus on the basics: a well-designed landing page, sufficient email reminders, and a high-quality webinar experience. Make sure the engagement tools are easy to use and visible at the right moments. Many older platforms scatter engagement features around the screen, which can be distracting. We aim to bring the most relevant information to the forefront when it matters most to keep attendees engaged.

Also, consider the content on demand. While live sessions are limited to an hour or so, what happens to that content afterward? There’s a huge opportunity to repurpose and make that content available to viewers who couldn’t attend live. This can be just as valuable as the live experience itself.

(24:54) To truly measure the ROI of all the effort you put into a live session, it's crucial to repurpose the content. Whether you’re clipping it up, creating blog posts, or simply storing the video to generate more leads or provide additional education for your visitors, it’s incredibly helpful. Having a methodical, checklist-style system for it ensures that your entire team is aligned. I’ve learned over the last 12 months that execution is key—it all comes down to how well you execute the plan once you have the pieces in place.

Having one or two people running your webinars can make a huge difference. Even if you already have a mature program, I highly recommend that the leader of the marketing team audits every step of the webinar, as if they were a visitor or registrant. This will help identify gaps and provide feedback for improvement. This approach has been extremely beneficial for us. When we help our customers, we conduct an audit of their webinars—whether it's an on-demand one or an upcoming session. We create a report with five to seven points to help them improve. For example, we tell them that improving these four aspects could boost their attendance by 30%, increase on-demand views by 50%, or generate more leads from on-demand content by a certain number.

The great thing about webinars is that you can quantify a lot of things, including their influence on the pipeline. For instance, you can track specific tags, and then integrate that information into your marketing automation or CRM system. This lets you see how much of your pipeline was influenced by a webinar touchpoint—something extremely valuable for your leadership or finance teams.

Sorry, I’ve been rambling, but there are so many ways to think about improving webinars or simply understanding the current benchmarks and how to improve them this year.

(27:13) Moving on, some people use webinars for different purposes—some for content marketing, but a lot of people use them for lead generation. Ultimately, they want to convert those viewers into paying customers. What tips do you have for converting webinar viewers into actual customers?

Yes, we’ve had success with some of our customers by focusing on very clear calls to action (CTAs) in bottom-of-funnel webinars. For example, in a typical scenario, if you want your audience to take a particular action, you might send them an email within 24 hours saying, "Here’s the on-demand video or here’s how you sign up for a demo." However, we believe that 24 hours is a long time, and things need to happen instantly.

We’ve implemented capabilities that allow people to click on CTAs directly within the video itself. One tactic that’s worked well for our customers is embedding a calendar booking UI in the webinar. Tools like RevenueHero and Chili Piper allow people to book meetings directly during the webinar. This has dramatically increased conversion rates for our customers, and they were so thrilled with the results that we started implementing it ourselves. Our customers have actually been teaching us how to use our product in better ways, particularly for lead generation.

In addition to that, email marketing is still a huge success, whether it's for converting registrants to attendees, attendees to demos, or demos to customers. We have capabilities that allow for sending multiple emails—such as reminder and follow-up emails—timed to a cadence that a salesperson would typically use with prospects. This has greatly improved conversion rates. Many of our customers report increased on-demand viewership after implementing these tactics.

Our goal is to understand the benchmarks of our customers' webinars—conversion rates and other key metrics—and help them improve these numbers over time. It's rewarding to see the progress when comparing their results at the start of the quarter to where they are at the end, after several webinars.

(30:41) Very nice! So, what's next for Hubo? What new features do you have coming down the pipeline?

We have some exciting developments in the works. We're prioritizing improvements to the snackable content hub, which has been a popular feature. We've received a lot of interest and suggestions for improvements, and we’re eager to make the process of creating better and faster content even easier.

Another big area of investment for us is in pre-recorded video. While our platform is great for live streaming and uploading videos on the fly, we want to improve the workflow for pre-recorded content. Currently, about 50-60% of our customers record videos outside of Hubo, but we want them to be able to do everything within the platform. For example, if this weren’t a live webinar, we would have been recording this session directly inside Hubo, pausing and restarting as needed. Afterward, you could easily edit the video, add branding, and connect it to a webinar in a live format—creating a simulated live experience.

We also plan to improve features like lead scoring, which identifies the top 10-20% of attendees who showed the most interest during a webinar. This allows for more personalized follow-up. Additionally, we're working on showing customers which accounts have been consuming their content. Many platforms focus on leads, but we think of it from an account-based perspective. This allows companies to see which accounts within their target universe are engaging with their content, and sometimes, this can reveal new accounts that are showing interest.

(33:28) This is a feature that has been well-received by our customers, and we’re excited to continue improving it.

(33:58) That sounds very exciting! It seems like you’re always listening to your customers and adding the latest features based on their needs. Where can people learn more about Hubilo and try it out?

You can visit our website at hub.com, which provides a great overview of what we do and what we’re good at. We’d love to hear feedback on how readable or understandable our website is. Additionally, I encourage people to check out hubilo.com, which is hosted on our own product, Media Plus. It’s like our version of Netflix for on-demand content, and we'd love for you to explore it.

(34:29) Very interesting! We’re also proud partners of Hubilo. You can find it today in the NachoNacho SaaS Marketplace—your first stop for software savings. It was great meeting you again, and I really appreciated learning about your experience with webinars. So many great tips came out of this discussion, and we value our partnership.

Thank you so much, Andy, and thanks to everyone listening to this. We appreciate it!