Webinars that still work: how LiveSpace uses them to generate quality leads
Do webinars still make sense in 2025? If you listen to various marketing gurus, you probably think they don't… But if you ask Maciek Kasica from LiveSpace, you'll hear something completely different:
"It's not webinars that broke. It's us who started doing them badly."
In the new episode of SUURowo o marketingu, we talk about how to create a webinar that not only grabs attention, but also generates leads that really convert.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
Why webinars still work
Most companies start doubting webinars because "reach has dropped" and "people don't sign up". But LiveSpace shows they are still the most effective source of leads after the brand itself: an average of 300 sign-ups per event and 59% attendance (against a market average of around 30%). The secret is a good strategy. "We don't do webinars about the product. We do them about the problems that really hurt our target group."
A topic that solves a problem
Every LiveSpace webinar starts with a simple question: who is this for, and what hurts them? Instead of talking about CRMs, they talk about the fact that "salespeople don't use the CRM" or that "the sales director can't make a good forecast because there's no data". That isn't selling, it's solving a problem in a context the client really feels.
LiveSpace runs almost every webinar together with an industry expert, someone who has their own community and authority. "We agree on a win-win basis. We share the leads, and the partner promotes the event to their audience. That works much better than ads."
This approach gives natural reach, because participants come not "for the brand", but for a person they trust.
A structure that sells without selling
A LiveSpace webinar is neither a training session nor a product presentation. It is a moderated expert conversation in which qualifying questions are asked at the start ("do your salespeople use a CRM?"), practical knowledge and examples come in the middle, and at the end comes the golden question: "Do you want to see what a CRM can do for you?"
That one sentence means sales only contacts the 5% of participants who are really ready to talk.
Technique and timing
LiveSpace webinars always last exactly one hour, not a minute longer. Business people have limited time, and it shows in the charts: after the 60th minute engagement drops sharply.
Reminders? Minimal but effective: an e-mail right after sign-up with a calendar link, and reminders a day and an hour before the event. That's enough.
Not every webinar ends in a sale, and that's fine. "We don't try to sell ice to Eskimos. If someone isn't ready, they go into the educational stream. They come back when they want to."
As a result, salespeople don't waste time, and the contact base keeps growing.
Why webinars still win
Because they let you do what a post or an ad can't: they build trust in the expert, let you show real problems, and create a space where sales can work with sensitivity.
In the age of AI and automation, people still want to talk to people, and a webinar is the best place to make that meeting happen.
4 lessons from Maciek Kasica of LiveSpace
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