How to Promote Your SaaS Using Webinar


Webinars can work magic for the popularity of your SaaS. This article will discuss how you can use web conferences and webinars to warm up your leads and drive those conversions.

Why Integrate Webinars into Marketing?

While there are numerous promotional tools available, webinars are unique. As a result, many would hesitate to incorporate them since they require a bit more effort than a blog article or a Facebook post. However, the payoff, although not apparent right away, will be worth it in the long term.

Here are five reasons why you should use webinars to promote your SaaS:

  • Create email lists. To register for a webinar, at the very least, viewers require to provide their emails. Then, you can use those emails to create lists for other promotional campaigns of your SaaS.
  • Generate leads. According to our investigations, 77% of companies treat webinars as lead magnets. If you think about it, offering high-quality content is the best way to meet your SaaS’s potential customers.
  • Educate clients. Webinars are helpful not only for new viewers. They can help existing SaaS customers learn more about the product and gain a refreshed perspective on its benefits and functionality.
  • Build authority. Of course, that only works if you know all the ins and outs of your product, prepare for the event, and do not get stage fright. If you can tick all those boxes, you can make yourself stand out as a SaaS expert in your audience’s eyes.
  • Humanize the company. It is the only reason you need it.

Today’s market is overcrowded with SaaS companies of similar caliber vying for a limited pool of consumers. As a result, people are bombarded with daily offers: on their social media feeds, favorite YouTube channels, and even while browsing the web.

Therefore, it became customary to turn a blind eye and go about your business. But, having a solid value proposition is no longer enough if you want to catch people’s attention. You’ve got to create that particular link — a relationship, if you may.

Webinars allow you and your potential customer to meet face-to-face, have a good laugh over issues you can understand, and give each other a helping hand.

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People would much rather trust other people than the so-called faceless corporations. Webinars allow you to put a human face on your brand, inspiring customers to pick your SaaS offer over similar propositions.

How to Promote SaaS with Webinars

There are a lot of actions that contribute to the success of your webinar as a SaaS promotion tool. Let’s discuss the most important ones in more detail.

Determine the target audience

It’s impossible to succeed with a webinar if you don’t know who your viewers are. You may get lucky, but let’s not rely on sheer chance.

First, you should discover the audience’s demographics, nationality, residency, gender, and language. These basics can help you determine the best time to run a webinar, the language you should use, and perhaps, the examples to include in your webinar script.

Secondly, you need to find out how familiar your audience is with the SaaS product. Of course, you may just run a webinar for beginners and avoid that headache. However, as we established earlier, webinars are not only valid for new leads and prospects.

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The best way to palpate your customers’ knowledge is to run a poll/survey, look for patterns in questions directed to customer support and read their feedback and reviews. That sounds like a lot of work, but it’s better not to ignore it if you want your topic to resonate with the target audience of your SaaS.

Set clear goals and KPIs

Goals and KPIs are interconnected. For example, if you run a webinar for SaaS newbies, you may want to measure the registration and attendance rates. If your event aims to warm up the prospects, you should focus on the conversion metrics.

Have a value-based timeline

If you provide value, sales will follow. On the other hand, if you focus heavily on sales, the new leads will be scared away, and the existing customers may also disappear.

The perfect timeline for a SaaS webinar would include 5 minutes for an intro, 30-40 minutes for the body content, 10-15 minutes for Q&A, and only about 10 minutes for a sales pitch (which is pretty long still).

A sales pitch should not be that long because you need to integrate it seamlessly into the webinar content. For example, you may share your customer’s success story with the SaaS, tell a joke, or make a compelling thesis statement of why you are trying to sell your SaaS to the viewers in the first place.

Webinar participants would sometimes buy your SaaS simply out of gratitude for the time and effort you put into the event. And if they don’t, well, you’ve got their emails — it’s time to focus on warming up and converting those leads.

Follow-up after the webinar

Do not just give up on those who did not convert immediately. Some people may be less familiar with your company and require more effort. Some are just suspicious due to their convictions or a previous bad experience — the reasons are manifold.

follow up email

Here it is important not to try too hard but keep a consistent schedule nonetheless. Hold your horses even if you can deliver high-quality emails with helpful content and tips daily. Not only will it look like spam, but you may also devalue your efforts in the process.

Scarcity and consistency and your friends here. Even if you send an email to your previous participants, aka leads, once a week on Monday, it will help build trust and push them further and further through the SaaS buying cycle.

Cross-promote your content

Promote your webinars on your website, blog, and social media channels and vice versa. However, ensure the content you deliver is consistent across all platforms — you do not want to confuse and ultimately lose the customers of your SaaS.

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Reuse webinar content

Do not think of webinars as a one-off event with a particular, immediate benefit. Webinars can be much more for your SaaS — you need to get creative.

Use recordings as evergreen on-demand webinars for future leads and customers. It will make it easier for your prospects to move through the sales funnel and make the ultimate SaaS purchase.

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Make short clips of your webinar for advertising purposes. Post them on Instagram, Facebook, Twitter or any other social media platform you like.

Include longer videos on your YouTube channel. Do not forget to polish the recording in advance by removing awkward pauses, tongue slips, and sales pitches.

Video content is powerful since a lot of people prefer visual demonstration over written instructions, especially when it comes to SaaS. However, it would be best if you always tried to squeeze the most out of it for your and your customer’s benefit.

Introduce company experts

Viewers will be more likely to trust your software if they know that the people working on it are real professionals.

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Therefore, you should not be greedy and share the spotlight with your co-workers from various fields and departments. Admit it — some people know the topic better than you do. So why not give a voice to those people?

What is more, different viewers like different personalities, so if you diversify your presenter pool, you increase your chances of attracting more leads and customers.

Don’t ignore partnerships

It may seem counterintuitive to partner with another SaaS company. However, the benefit outweighs the risk unless you offer completely identical services.

You get reputation points and increase brand awareness and recognition by striking co-marketing and affiliate partnerships with other SaaS companies like the webinar software platform MyOwnConference. So why have in-house webinar software with massive headaches if you can use the same from event professionals?

If your SaaS products are not similar, viewers from both sides may be drawn to both and become shared customers.


Customize to fit the company image

You should brand your emails, landing page, and webinar room with your unique SaaS logo and tagline. It will make your webinar look legitimate and appealing to existing customers and new viewers.

Include speaker biographies and qualifications, especially if they are part of the company. It should boost the company’s ethos among the webinar participants/future SaaS consumers.

Embed customer testimonials — social proof, although often faked, is highly regarded among modern viewers.


Webinars are beneficial when promoting your SaaS. However, to the best of your ability, you should follow the tips mentioned above to derive the most benefit from your online webinars or other virtual events.

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