Webinar: The Journey to Change Webinar Tools

Hi and welcome to the launch of TwentyThree Webinars. I'm Thomas Madsen-Mygdal, the CEO and co-founder of TwentyThree and I'm joined by Steffen Christensen, the co-founder and CTO of TwentyThree. Today we are taking a big step forward for webinars. We're launching a breakthrough product that changes how easy it is to do webinars, what you can do with webinars, and the results you can get from them. To finally change webinars into something that webinars finally can love. In the next 30 minutes we'll run you through how we're changing webinars, give you a quick demo, hear from some of our early customers. We're actually running the webinar today with the product. In fact, I'm actually the host of the webinar on this machine here, mixing and producing it. So we're walking the talk here. But first, a little background. Over to Steffen. Hi, I'm Steffen. I'm a CTO and co-founder here at TwentyThree. So the background for what we've been doing for a long time is basically we've built out a video marketing platform designed for marketing teams to use video across their funnel. And that's been kind of driving the adoption in terms of not only using videos on top of a funnel, but also using video to drive leads, drive engagement, and drive the metrics that matter. So what we're offering is basically all the tools to power your video websites. That includes like the beautiful 4K video player. It's collectors to collect the leads from the people that watch content. And it's like landing pages, video hubs, and so on. We're offering tools to run video everywhere. So marketers are finding that it's not enough to just have video on their web pages. That's one part of the mix. But they also want to make sure that they have video on Facebook, on YouTube, on LinkedIn, on Twitter, and so on. And a lot of running the videos everywhere is being able to repeat and reuse that content. So you can easily distribute with a single click, but also really make sure that you get all the metrics back so you can see and compare and optimize how that content is working for you. Behind the scenes, a big part of what we do is also collecting the data that really allows you to know what is working for you and what is working for you or what isn't working for you that you need to be optimizing. So a lot of that is having video audience, real-time heat maps for who's watching your video so you don't only convert people, but also get the data. And you can get data back to know who is actually in your funnel doing stuff and interacting with your content. So if we look at this, video has been on everybody's lips maybe for a decade. And certainly these past few years has been really driving the adoption of kind of like using video as a part of marketing. So that's a really crucial bit of the marketing mix. But the paradox is still that it's still early days in terms of the trolling. So the paradox here becomes that most of the platform or most of the marketing teams that are using video, and even succeeding with videos, are not necessarily using a video marketing platform. That's a very small distinct part of it. In our minds, the video marketing platform kind of compares to how people are using marketing automation, email platforms, in their systems, analytic systems to really know and optimize how marketing and the marketing activities fit into the everyday lives of marketers. So when we look at the talk that we want to do today and what we're launching today, a lot of this for us is about completing that video marketing platform too. Yes, have the video tools that power the website, have all the tools to run your video everywhere, the data that tracks back so you really get to build back engagement into the rest of the stack. And then finally also a webinar tool that ties into that entire thing. Thanks, Stefan. So today is obviously all about webinars. We're incredibly excited about what we're going to show you. We've been working more than a year, the whole team, on it. We've never done something as big as this. And we've also seen an incredible response from early webinar marketers we've been previewing it to. So we're happy to finally show it to you also today. We got interested in webinars a few years ago when we were out chatting to video marketers, always inquiring them about what they actually also did on webinars. Most of the time we found no excitement at all around webinars. So we're either just sort of ignoring the category. Most people didn't consider it part of video marketing but something else that was going on, sort of somewhere over in a corner. And even a lot of them were really not enthusiastic about the products or even used terms like that they hated the existing products in the category. So we decided to change that and bring some love to the webinar category finally. The concept of webinars is really about the content. And we have been out around for about 20 years at this point in time. The web-based seminar, the presentation that takes place on the Internet. Back when it started, it was a highly amazing feat that it was even possible to do it. And that also is sort of the technical DNA of the category, just empowering people to be able to do it. When we look at it today, it actually is sort of a hidden gem of how people do marketing. It's a core activity for most even though it's not considered that. Here we have some data from Marketo where webinars is actually the third best performing lead gen tool. And on an RI basis, it's extremely high also. So it is sort of the hidden gem. Secondly, we're also seeing that more than 60 % of marketers actually do webinars. And that is even though people not perhaps always consider it a core category, actually one of the most main categories of marketing and digital marketing today. Webinars is also a real core category in terms of pioneering a lot in marketing. But even though it is, not only 70% of webinar customers won't recommend their existing webinar tool. That's a remarkable category that should be a core category where people love their products, were enthusiastic about them, and were raving about them because they were generating such good results. When we look at it, webinars is actually very interesting because it was the category that pioneered results driven results with video that generated leads. And video marketing, only the last few years have moved into actually generating real measurable business results and generating leads and permissions. Webinars was actually powering this for more than 15 years. So it's actually sort of the original DNA of video marketing in many ways. So webinars also in many ways pioneered sort of the social participation and the social area of the internet with being able to interact and participate. In fact, you can actually see it. You can ask questions here in this webinar if you want to, and we'll answer them in the end if you got any. So please ask ahead if you have. And lastly, webinars was really pioneering all the simple video production. Back when video 15, 20 years ago was still very heavy, very expensive video production, video webinars came out and was this thing you just did. You just recorded a webinar because it had a lower threshold for quality. It pioneered relevance over quality. One might say. So today we really are striking out to change webinars and bring to market a webinar tool you can finally love as a marketer. Let me quickly run you through why. So there are four reasons to why we really decided to change webinars. And I really want to quickly run through how we're doing it. And why we came to the conclusion. When we look at it, the existing webinar vendors requires you to download custom software for your participants even to participate in a webinar. That obviously is a very broken thing in modern 2018. And a big barrier for actually generating conversion and participation in the webinars. So what we're striking out to do. Is to make sure you don't require no downloads anymore. In fact, even as a presenter and a host, you can run everything from the browser. We got a beautiful video native UI that focuses on your content and your storytelling. And we got some incredible innovations with second camera and gear mode that Stefan will talk about and demo briefly. Now there is no more need for downloads or custom software to actually participate in all the issues they've caused. It is just like running any modern video conferencing solution and everything just works in the browser. Secondly, when we've been out interviewing video marketers doing webinars, we've been seeing a lot of tools. Some of the best people doing webinars in the world are using six or seven different tools just to do a webinar. And those are the best ones that really have perfected the art of doing the webinar. So when we were looking at the category, people needed to do their own landing pages. They needed to send their emails. They needed to integrate with the marketing automation systems. They needed the core webinar software. They needed editing tools to edit afterwards. And they needed a video marketing platform to distribute it afterwards. Today we're changing that. So you just need one tool. You need one tool to run your webinar. With 23Webinars, we have everything built in one. Your landing page, your email capabilities, your recordings, your marketing automation integration, and your video marketing platform all in one. So that all works just out of the box with no more manual labor needed. This obviously frees up the time to actually spend the time on creating great webinar content and generating leads and permissions with your webinars and focusing on your marketing activities instead of all these very manual workflows. Another thing we've seen out there is people complaining about all these clumsy UIs from the 90s that the existing webinar tools still use. They might have a lot of flexibility and freedom to customize, and it might be interesting to have a desktop UI in your webinar experience. But people are striving for something that's much more simple. So we've set out to really change how webinars work and bring them to how everything else in your marketing stack works. That you're in control and that you control every aspect of your webinar. So with 23Webinars, you can control every aspect from every experience, every branding element. Some of the existing tools even put their brand bigger than your brand. You can tweak any part of the experience any way you want. You can customize the email flows and the templates to your liking. And everything just works out of the box. But as the rabbit hole goes deeper, you can tweak it any way you want. We're putting you in power of your webinars for the first time, just as you're used to with every other element of your marketing stack. So you can have a lot of fun with your webinars. So we're bringing all the capabilities of our video marketing platform to webinars to give you a full understanding of your webinar performance. So you can optimize your webinars over time. You can understand the conversion, the results they're generating. And you can tweak and work it afterwards any way you want. So that's the four elements we set out to really change with webinars. And we're incredibly excited about the power they bring to you, bringing webinars up to what a marketing product, Anno 2018, should be able to do. But Stefan, how about enough talking and over time? Let's do that. So we'll switch to Stefan's computer here that's running a demo environment. It's genuinely exciting to kind of look at the production flow on one thing and then get to show you guys also how this actually works. And exactly as Thomas says, this is all about bringing literally the tool stack of doing webinars into both being simple and powerful. So let me show you how that works with Twinfree. So I've set up this. We've set up this. Simple example. So this is Rangoon. They do B2B marketing for drone mapping, and they're using webinars to do so. So in this case, you can see the full webinar hub where all the upcoming webinars are. You can also see the on-demand webinars and previous recordings for those in these pages as you start building out the tool set for stuff. But what I can see to begin with here is that there's one webinar that's coming up. And it's a beautiful landing page that literally shows you exactly how to you like what to expect when the webinar is coming up. And you can also register. So registration here is really easy. I'll do a quick one. And obviously, I would get a notification once the or confirmation with a calendar invite and everything being on brand as I'm signing up here. And obviously, as I'm signing up, I can also add stuff to my calendar. I can also share. I can even start asking questions and go along. So this is basically what happens before the webinar. It's really easy to build out these landing pages, and it's really easy to kind of tweak it to make it look exactly how you want for your brand. So obviously, behind the scenes, this is running on Twinframe. So let me show you kind of what this looks like under webinars within Twinframe. So I could obviously go in here, and I could add a new webinar if I wanted to schedule something out for a few weeks for running for specific webinars. So I can go down to the niche or even just like promoting a public webinar. And I can also go down the page here and see what are the most popular webinars I've been running, who are the most engaged leads, and so on. So I can really get this overview not only of like a list of webinars but really this visual idea of what are the webinars, who are participating in them, who actually came multiple times, and what are the most popular things that I've been doing. So I can keep repeating them as we go along. So the webinar that I signed up for just now, that's a webinar called Zoom Mapping for Project Coordination and Communication. So that's already created, obviously. And you can see that I get this overview. I can see how many page views I got, how many registrants, and I can see conversion rates. So I can really start seeing how not only am I publishing a landing page, but I can also see registrations already coming. If I dig into the specifics of it, I can obviously tweak the dates and time. I can add more speakers. So this is a crucial part of what we bring to the market with Twinframe. So Thomas said before this idea you don't need plug-ins to view, but you also don't need any plug-ins to produce a webinar for. So I can invite multiple different speakers into the webinar room. They'll open it up in the browser, and they'll literally be connected to you and live when they join. And I could always tweak descriptions and everything, but let me actually show you how this works on the registration pages. So what I get here is a really nice registration page. You actually see this same registration page as the one that I signed up on before. But here I can start working with the content. So, for example, if I wanted to say that this is not actually about drone mapping for project communication, it's actually only for coordination, I could slightly tweak my titles here. I can use this easy what you see is what you get interface that will literally update the registration pages as you go along. So every time you upload an image, every time you change some copy, and even if I wanted to go crazy and change my designs, I could go in there and do that. Everything from fonts and colors to the actual copywriting and all the speakers that are part of the design. All the speakers that are part of the webinar are really easy to manage here. So this gives me like the full landing page builder. And again, this is all about being simple to set up, really easy to get going with beautiful templates out of the box, but also having the flexibility to really go crazy and upload the right colors, the right logos, the right funds, and even building this to fit exactly with your brand. Because again, webinars is all about fitting into the marketing stack and really making it your own and making sure this channel works for you. On the other side, I could also go into the marketing stack. I could also tweak how the actual webinar experience works. So in this case, I can see that this webinar is about to go live in 40 minutes. And I can obviously start seeing what other speakers, what would this look like for people that are actually in the webinar room. So let me go back to the manage page though and show you a few more things of how to interact with this content. Because now I've set up my landing page. I've already got people converting. And I already have basically like social links out there for people to start interacting with. So this is such a crucial part of any kind of marketing activity. And that's not different for webinars. So with Twinfree, you get a lot of different transactional emails that make it really easy to communicate to your audience both before the event and after the event. Again, a crucial bit of it. So when I registered before, I already automatically got an email saying, hey, thank you for registering. And if you want to edit that one, you might want to add some custom branding, change some of the wording for it. So it might be, thank you for signing. And then you can even go crazy and customize all of the bits and pieces of this. And you get this beautiful what you see is what you get updated thing. And I could change this again to, let's say, put in my calendar. So really easy. And this goes for all the emails that you're working with here. So I can save this. And then when somebody signs up the next time, my email is basically updated. So this is all that you expect from your normal marketing tools. This is literally what you get from every email marketing platform out there. Now it's also available for webinars, for transactional emails, and for the entire flow as well. So it means that you can set up and schedule emails to go out the day before or minutes before even when you go live. And you can also control exactly which emails go out to people after the webinar, including a thank you for attending email and even an email to the people that registered but didn't actually show up. All right. That's a lot about how you set up landing pages, how you control emails, and how you promote a webinar. Let's actually go live here. So I click the enter room button. And what this does is basically no magic here. It basically takes me into my webinar room, and this will connect to the entire webinar. And I already have the ability to go live if I click this. So I could basically go live whenever I wanted to. But I could also go live. And I can also see that actually a speaker is already waiting in the room. So hi, Marijke. So Marijke is one of the speakers that I've set up for this room. And I can also see that Marijke is already sharing her screen. So this allows me to see not only who I am, who Marijke is, talk to her, and interact as a part of the webinar, but also to do screen sharing and a lot more. Let me show you a few of the things that you will leave Marijke on the screen here. And what I can do here is I can actually also add in videos. So video playback is a crucial part of a lot of webinar experiences. So let's take some videos I'm bringing here. And as I'm producing this webinar room, what I actually get to do is, like, bring in the content that matters for the webinar that I'm doing. So I have my own webcam. I have all the speakers that are joining. I have their screen sharing. I could share my own screen. And I can also playback a video in this room. So, for example, I can see here a case video where Dalia is talking about this. Where Dalia is talking about how excited she is about drones. And I can obviously switch back to myself or even go to Marijke's screen and see her. A few more things as you kind of go along, because this is really designed to make it easy to patch together all the things that matters for your webinars. First of all, I could have shared my screen. You saw how Marijke did that. I can select videos that I want to use for playback. But excitingly, I can also do a few more things. So, for example, I can add a second camera. So second cameras is basically a way of adding your mobile camera or a second camera to the room as well. So how this looks is fairly simple. I would attach a second camera. I would type in this code. And this would allow me to go live with the camera from my phone. And if you want to see how that looks, you can actually see that I'm running a camera here with my audience. And you can see Thomas around. And I'm also here. So really simple tools that really allow you to kind of build the webinars that matter. And also work with the content that you want to do. So we've seen exciting ways of using second cameras and these kind of production tools for different things. So we've seen people using these just as an external camera, because the camera on the phone is going to be slightly better than what you see on most webcams. But also using them to do different production formats where you produce videos from elsewhere where people are kind of dialing in from the web. Or even where people are walking around the office doing interviews and whatever else. Obviously as a part of this room. There you go. We do live production here. That's amazing. I'm wondering. I'll switch away for a second. That's easy. So what you can also do is you can obviously see all the people that are joining the webinar, all the people that are in the chat room, all the people that are asking questions. And I can see them. You can obviously, again, go live here. And what this will do is basically say to all the people that are on the live stream that they can start watching and they can start interacting, start chatting, start asking questions, and even participate in my webinar and see the slides that I'm producing. So all the tools that are required in order to run a professional-level webinar, you basically get in a box here with no external dependencies, no wonkiness, and just an easy way of attaching all the things that you want to do in order to do storytelling really well. from landing pages, emails, and over to running a really cool webinar. So I'll end the webinar here. And what happens when I end the webinar is I'm asked to kind of, yes, end the webinar. But I could stick around with Marijke and with Dalia and keep hanging around and talking about how well we performed and whatever we did for this webinar. But I could also just go back to the manage page that I saw from before. And what awaits me here now is actually stats of who attended and who didn't attend. Now, I weren't live for that long. I was live for a few seconds. So there's not really any people that actually showed up for my thing. But obviously, as you run these webinars that are 40 to 50 minutes, you'll actually see conversion rates, not only how well people connected from your pages to your signup list, but also the people that actually showed up and attended your webinars live. So you get a lot of these. simple tools for managing webinars and for running webinars where you get the metrics coming back to 23. And what you also get is built-in recording. So every time I go live, I can basically see all the things that are going live are also being recorded back. So for example, in this case, I have Marijke speaking on camera. And I can say, I actually want to make this available on demand. So again, it's this easy to grow from having landing page and an idea for a webinar to running a webinar, running it with multiple speakers. Second camps and a lot more kind of features around like screen sharing and video playback and all the way up to making available on demand and available on your webinar hub or on your landing pages for your audience. So I think that's it. Great. Thanks, Stefan. So an incredible game changer for how you can do webinars. Everything just runs in the browser. Most powerful webinar tool ever done. Just the way you want it to be as a marketer, you're in control. You control every aspect of it. So I guess you guys wonder now what does it cost, obviously. And let's talk a little bit about this. So we're incredibly excited about bringing this to market at a price that every modern marketer can afford. 23 webinars is $199 per month, includes up to 500 webinar participants and all these powerful features. So you're getting a better experience. You're getting a better product at the same price that you are currently paying for your webinar tool. And obviously, it's included with our complete video marketing platform at $699 where you get everything to work with video marketing in a marketing team nowadays. So that's it on the pricing. Existing customers can upgrade today. Talk to your video marketing expert and they'll help you get up and running. And if you want to try it out, we have a 14-day discount. You can get a free trial on the website to explore and try it out yourself and run a demo webinar yourself and your team and feel the power of 23 webinars. As I said earlier, we've actually been out the last few months giving access to this to some select customers and select early webinar experts to try it out. And we're incredibly excited to share a few of their stories. First up, we have Servata, the marketing research company that sells brand intelligence to some of the world's largest brands. And here's why Kate Blumberg, the main gen manager at Servata, has chosen to use 23 webinars. Hi. My name is Kate Blumberg. I'm in charge of demand generation for Servata, a startup in San Francisco. Servata is a brand intelligence platform with over 2,000 customers such as Disney, Unilever, and Samsung. We actually just started running webinars at Servata. And to date, we've done two that were rather successful. The first, which was more high level, had about 500 plus registrants. And the second was a little more niche but had over 50% attendance rate. For measuring success, I focus on top and bottom of the funnel metrics for webinars. How many MQLs does the webinar have? And how many opportunities does it create? In my mind, a big part of what makes webinars so effective for demand generation is that the content stays alive and relevant long after the initial webinar ends. So we'll continue to use 23 because of their platform. The analytics and clean interface makes it easy to understand what value we're getting out of our webinar program. And the other thing that I'll add is that the customer service with 23 is a very high quality product. They've taken a lot of the work of setting up our webinar program off our hands. And when we do need to request a change, it happens literally overnight. Hi, my name is... Thanks, Kate. Next up, we have the Templify, the B2B SaaS startup that simplifies the process of managing and sharing business template in organizations. And the traffic manager at Templify has to say about using 23 for webinars. Hey, guys. Thanks for having me on here today. I am Casper. I'm the traffic manager at Templify. A traffic manager takes care of all Google ads and Facebook, Twitter, LinkedIn, so all the different social media paid activities we have, which also includes running webinars. We've been wanting to run webinars for quite a while. Templify is quite a complex product. It's hard to understand. So we really wanted to try and see if webinars could be something for us. So one of the things we had as a goal was that we wanted to educate people. We wanted to make sure that people understood our complex product. And we wanted to drive leads, get more customers. So when we were looking for a platform, that was the two main goals. So one of the things we also care a lot about in Templify is tracking, so making sure we can track everything we do. And we focus on the right metrics. And that's one of the reasons we came to 23, was that it had really good tracking initially. So when they introduced their webinar platform, it kind of made sense. Because one of the really strong tools, I've been using a lot of webinar tools in the past, but one of the things I like the most about 23 is that I can actually get it all in one hub. So I have the whole email nurture flow. When people come in and sign up for a webinar, they get a notification when it's coming up, and they get the recording automatically afterwards. I have all the attendees. I have everything inside of 23. It can even do promotion stuff, analytics, all that stuff from inside the platform. I really like that. Furthermore, it's also pretty good when you're actually running the webinar that you can have the guest speakers come on and participate. And you have different sorts of chat and questions, and you have them labeled correctly. So it really feels natural to actually go through a webinar. So I think that's been really, really good for us. And that's one of the things we like the most, at least. Hey, guys. Thanks for watching. Great. Thanks, Kasper, for sharing that. A lot more customers have already shifted to using 23 for webinars, and we expect a lot more to do the coming weeks and months. And we can't wait to share more of their stories with you to learn how they reinvent how they do webinars when they have such a powerful product that makes it simple and empowers them to run their webinars the way they want to. At 23, we truly believe in partnerships. So we're also very happy to announce today. Our seven agency launch partners. They are Catalystata, the C-Lane family, Do Idea, Markets Partner, Revenue River, Nile, and ClipTube. These agencies represent some of the best digital agencies and marketing automation agencies in the world. And we're incredibly excited about working with them and giving access to their customers to 23 webinars and really working on changing webinars for something that people neglect or don't care about into something that they're not interested in. Fund me into some actual people truly love. We're working very closely with them and we'll keep adding more agency partners from our partner channel. They'll next coming months. We're also working with our platform partners Hotspot and Maketo. And we're incredibly excited today to announce that there are both launch partners for 23 webinars. with some of the core vendors represents the core system of record in the marketing stack. 23Webinars works out of the box in the deepest ways with both HubSpot and Marketo as of today, and we're working in many ways with them how to integrate the products even deeper and work on getting 23Webinars into the hands of every Marketo and HubSpot marketer out there. Scott Brinker, the pioneering MarTech pioneer and currently VP of Platform Ecosystems at HubSpot, has this to say. With 23Webinars, we're truly bringing webinars and video marketing platforms together for the first time. The two children that have been separated from birth for a very long time are finally together, and we're incredibly excited about his statement around the innovation as this space. At 23, we believe in innovating these categories and supporting you with the best tools and actually working closely with customers to support how they do video even better, and that's what we're fundamentally doing with 23Webinars. So the video marketing platform is here. 23Webinars is here. The next few months, we'll be working in many ways to change webinars. and to finally bring some love into the category. We're opening a webinar studio in San Francisco already next week, launching during Dreamforce. We're starting at Plus20City Video Marketing World Tour to go out there and change webinars and bring 23Webinars to everyone and also listen to your feedback and input on how we can keep on improving the product even more. And also, we'll start to be issuing our website. We'll be doing our 2018 State of Webinars report with all the best practices around how to do webinars and how marketers are currently working with webinars and key metrics to score against. We'll be doing all we can to change webinars. That is our commitment, and that's also why we're starting a big love campaign as of today to really bring a webinar tool you can finally love out there in the marketing place. We promise that we might take a few questions, so let's take them away. First up, we have a question on why we actually decided to do webinars and why the category fits together. So, Stefan, do you want to take that one? Sure. So we've been building video and actually live events around video for a long time. And what we saw is that was like a million times. And we had a lot of excitement about this kind of webinar category, which was off to the side. So people were, in some cases, even using kind of the live event platform to run some of the webinars. But what we also saw is that that approach to it kind of got some features in there in terms of being easy to use but missed out a lot on the marketing side of things. So Thomas touched on some of the things that I think can be improved once you have one tool that ties everything together. It's basically about not having data CSV exported from one place to the next place to the next place. Which is basically what we've been doing for video marketing for a long time. It's tying this idea of how video works as a conversion and engagement storytelling source into your marketing stack. And I think that's where the opportunity is for video marketers to do webinars and, frankly, also for webinar marketers to do video. So this is really something that's really crucial for us to tie those things together. And a huge opportunity to also get more good ideas in terms of how video webinars are done just by increasing some of the production data. Increasing some of the production capabilities to not be about basically web conferencing rooms but actually more about the experience that people are used to seeing in their marketing tools. Great. So I don't think we have, we won't have more time for questions here. But we wanted to wrap up by just showing how this was actually today produced. So this is what we have. This is what this whole webinar has been running on. I've been live mixing and hosting and producing. No camera guys, no video people were involved in this production. It was all done by ourselves. So that's walking the talk and that's what you now can do with webinars. Thanks a lot for joining. If you're interested in trying out 23, you can read more on 23.net about all the powerful capabilities of 23 webinars. And you can sign up for a free trial. See you out there in the webinar world. Thank you. Thank you.