February 18th, 2019

Why Your Video Marketing Platform Needs a Webinar Tool

Webinars are video and always have been.

But for the last two decades that marketers have run webinars, they’ve been siloed into their own group. When in reality, webinars should be run, measured, and treated as video content. Marketers should measure the engagement and leads they collect from both live and on-demand webinars. And that video data should be integrated into tools like HubSpot and Salesforce to make sure the most engaged leads are being tracked properly.

“Webinars are the original video marketing, but they have often been seen as an entirely different category from how marketers should be running their video. For the last ten years, we’ve heard our customers complain about their webinar tools, inspiring us to finally fix and launch a tool that is a natural fit with a video marketing platform,” said TwentyThree CEO Thomas Madsen-Mygdal.

We found in our State of Webinars report that - on average - marketers use 2-5 tools to run a single webinar and that 70% wouldn’t recommend their current webinar tool to a friend or colleague.

It is for that exact reason a webinar tool can be so valuable when it’s a core part of a video marketing platform. Marketers can run all of their video from a video marketing platform, they can use tools such as:

  • A customizable player to host videos
  • Video landing pages
  • Video hubs
  • Tech stack integrations
  • Video analytics
  • Video audience
  • Collectors (forms to collect leads on a player)

But when a webinar tool is a part of a video marketing platform, it allows all of those tools to be utilized. By being able to build webinar landing pages, run a webinar in-browser with no downloads for the speakers or audience, and analyze the engagement data from a video marketing platform, it brings all the tools marketers need for video into one location.

The advantage of having a webinar tool as a part of your video marketing platform is that live webinars are automatically hosted on-demand. The on-demand webinar can then be cut down with a video marketing platforms quick editor and distributed to social channels through social integrations. Plus, they are hosted automatically on your website with custom collectors to get more ROI after a webinar has been run live.

All of this combined gives marketers one tool to run all of their videos. We think there are four core pillars that make up a video marketing platform, all with a marketing focus to get more results from video:

They all work together and can improve workflows, management, distribution, and results.

The Benefits of a Webinar Tool in Your Video Marketing Platform

1. One Place to Run Your Video Marketing

As we’ve mentioned, webinars are ultimately video content. By adding webinars to your arsenal of tools to succeed with video, it gives you one central location to run video across all channels and in all different formats. Whether it’s a webinar or a traditional marketing video, it’s vitally important to have a tool with flexibility, allowing you to host, trim, distribute to social, and receive all the analytics in one place. By using the video hub feature of a video marketing platform, you can create categories for your audience to browse without the distractions that third-party video hosting platforms use to keep users off your website.

Example: If you run a live webinar within a video marketing platform, all the audience specific engagement, questions, and leads are all tracked. This allows you to see when those leads who attended the webinar return to watch video or engage with other marketing videos on your website. Additionally, by having your live webinars automatically uploaded to your video marketing platform, you can trim down a specific clip to be shared on social through social integrations.

2. Eliminate Fragmented Analytics

We found in our State of Webinars report that 68% of marketers are still measuring their webinars manually. Not only does a webinar tool with a video marketing platform measure every aspect of live and on-demand webinars, but all of your other video data will be accessible to compare and contrast how each piece of video content is performing.


Example: If a lead signs up for a thought-leadership webinar, their video behavior is captured. All of that data is then tracked inside the platform on an audience level and simultaneously synced to a marketing automation system or CRM. By having video data integrated into your tech stack, it will allow you to lead score or set up attribution for webinars and all video content.

3. Create More Content

Again, by running a webinar you’re creating video content. Webinars are one of the best content marketing pieces for repurposing across a number of different mediums. Whether it’s a shorter clip that is shared to social or a synopsis blog post, webinars can create numerous other types of content pieces.


Example: An hour long webinar can be turned into 20 different two minute clips that share a learning. Additionally, by transcribing the webinar or summarizing the key-takeaways, it’s easily turned into a white paper or multiple blog posts; ensuring that you provide the preferred medium for your audience to consume your content.

Interested in TwentyThree’s Video Marketing Platform? Sign up for a free trial here.