The Tool Desk
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How SaaS companies can use live video
Live video works best as a repeatable customer or pipeline touchpoint, not a broadcast for its own sake. A single event may support several outcomes, but choose one primary outcome so the format, call to action, and measurement stay aligned.
- Generate qualified demand: Offer a useful session to prospects and make the next step—such as a relevant demo or consultation—clear.
- Explain the product: Demonstrate a workflow that solves a recognizable problem instead of listing features.
- Support activation and adoption: Teach new or active users how to complete a task in the product.
- Build customer relationships: Host a customer Q&A, panel, or enablement session that helps users get more value.
- Develop thought leadership: Bring a point of view, practitioner experience, or useful analysis to a topic your audience cares about.
Wistia’s 2026 webinar benchmark article reports that surveyed marketers commonly hosted thought-leadership webinars (58%) and product demonstrations (56%). Those figures describe the respondents covered by Wistia’s report, not a recommended mix for every SaaS company.
Choose a format that fits the audience and outcome
Start with who needs the event and what they should be able to do afterward. Then choose the level of interaction and production effort that promise requires.
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| Format | Best fit | Interaction and reuse |
|---|---|---|
| Product demonstration | Prospects evaluating a solution or users learning a workflow | Show the workflow, reserve time for questions, and turn the recording into a product education asset. |
| Thought-leadership session | Prospects or customers seeking perspective on a relevant problem | A presentation or interview can become a replay, article embed, and short clips. |
| Panel or customer discussion | Audiences who benefit from several practitioner perspectives | Plan moderation and questions; clips can highlight distinct viewpoints. |
| Training or coaching | New customers and active users who need to complete a specific task | Use a concrete learning objective and a follow-up resource; keep the replay useful as reference material. |
| Pre-recorded presentation with live Q&A | Teams that need a predictable presentation while preserving live interaction | Rehearse the recording and prepare a host to handle questions and transitions. |
Wistia describes both scheduled pre-recorded webinars and live-presenter workflows. The right choice depends on whether real-time presentation, interaction, or production reliability matters most for the event. Do not make the format more elaborate than the audience promise requires.
Are webinars effective for SaaS marketing?
They can be useful when the topic answers a real buyer or customer question and the team follows through. In Wistia’s 2026 webinar benchmark article, 72% of surveyed marketers said they hosted webinars to engage customers and prospects, while 70% said they did so to generate new leads. The same report says 36% aimed to improve retention and 32% to increase product adoption. These are reported objectives, not proof that webinars caused those outcomes.
Wistia’s event data for webinars hosted on its platform in 2025 put attendance at about 40% of registrants. That is a single-platform benchmark, not a universal target; event topic, audience, promotion, registration intent, and attendance definitions can all affect the figure. The available sources do not establish that live video by itself causes SaaS revenue growth. Judge effectiveness against your own event objective and downstream actions, not a generalized conversion promise.
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Where to distribute a B2B live event
Choose the destination based on where the intended audience can be reached and how you will capture the next step. LinkedIn is a prominent option for B2B distribution: in Wistia’s 2026 survey, 8 in 10 surveyed teams named LinkedIn as their primary place to share B2B videos; 81% said they shared videos on LinkedIn and 76% on YouTube. Wistia surveyed professionals across industries, so these results are not SaaS-only.
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LinkedIn’s own analysis reports that, from May 1, 2023 to June 18, 2024, LinkedIn Live videos averaged 7 times more reactions and 24 times more comments than native videos from the same broadcasters. These are platform-reported comparisons, not independent causal evidence or a guarantee for a particular event. LinkedIn also describes paid-promotion findings involving a select group of pilot testers; do not treat that comparison as a general forecast.
For a product launch, make the event promise specific, reach existing followers and relevant prospects, and give registrants a clear reminder and destination. LinkedIn’s case study reports that Automation Anywhere reached its existing audience of over 100,000 LinkedIn members with over 6% engagement. That is one company’s reported case, not an expected result for another SaaS brand. Julian Foster, Automation Anywhere Global Head of Paid Social Media, said: “When the live broadcast started, within just a few minutes, we had about 400 positive comments,” according to LinkedIn’s case study.
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Plan promotion as part of production
A well-run broadcast can still underperform if the intended audience does not know it is happening. Wistia’s 2026 report says 57% of surveyed teams spent more time creating video than promoting it. Build promotion into the run-up rather than leaving it until the presentation is ready.
- Define the audience and promise. State who the event is for, what they will learn or see, and why it matters now.
- Create a registration page and campaign links. Use distinct referral URLs and UTM parameters for promotional channels so the team can identify which sources generated visits and registrations.
- Promote through audience-fit channels. Use relevant company and speaker channels, customer communications, and sales outreach where appropriate. Make the event time and registration action easy to find.
- Send reminders and set expectations. Tell registrants how to join, what the session will cover, and whether questions or participation are planned.
- Check the broadcast before going live. Rehearse the run-of-show and verify audio, video, presentation transitions, and the destination’s preview or pre-broadcast checks.
Wistia’s registration analytics documentation describes reporting impressions, registrations, and attendees by referral URL and UTM campaign/source/medium and related parameters. Analytics capabilities can change; consult the current documentation for the account and webinar date in question.
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Make the live time useful, not merely synchronous. Open with the problem or learning objective, show the product or expertise in context, and make audience participation intentional.
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- For a demo, show a complete problem-solving workflow rather than a feature inventory.
- For training, teach a task viewers can complete and explain what to do if their setup differs.
- For a panel, assign a moderator and prepare questions that invite specific, useful answers.
- For any format, reserve time for questions and clarify how attendees can submit them.
- Rehearse presenter handoffs, media playback, and the call to action. A USB microphone may be one optional equipment consideration, but no particular model is established here as necessary or tested.
Measure the full event lifecycle
Attendance is one stage, not the whole result. Decide what evidence would show progress toward the event’s primary objective, and preserve the connection between promotion, registration, attendance, replay, and follow-up.
| Stage | Useful measures | What to learn |
|---|---|---|
| Promotion | Impressions, landing-page visits, registrations, registration source | Which messages and channels reached the intended audience? |
| Live event | Attendance rate, time engaged, questions, poll participation, meaningful call-to-action actions | Did attendees participate and take the next relevant step? |
| Replay | Plays, watch time, engagement or completion, form fills | Did the recording reach people who missed the live session or need to revisit it? |
| Business outcome | Qualified follow-up, demo requests, trial activation, product adoption, retention, or expansion | Did the event contribute to the outcome it was designed to support? |
Use the measures that match the event. A customer training session may be better judged by task completion or product adoption than by new lead volume. A prospect event may need qualified follow-up rather than raw attendance. Compare cohorts and event types within your own program before setting targets; views or attendance alone do not establish pipeline impact.
Keep the live event analytically distinct from later clips. Wistia reports that, for its own 2025 webinar, the live portion accounted for under 0.1% of total views but over 10% of watch time. The example illustrates how short clips and a long-form event can contribute differently; it is not a general benchmark. Platforms also define a “view” differently, so raw totals across platforms may not be comparable.
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Turn the recording into durable content
Plan reuse before the event so the recording is easy to publish and useful beyond the original audience. Wistia’s 2026 webinar benchmark article says a third of webinars still received plays three months after the live event, and nearly 90% of surveyed marketers reported repurposing webinar content. Those figures describe Wistia’s reported event data and survey population, not a guaranteed replay curve or result.
- Publish an on-demand replay. Put it on a relevant landing page, and consider embedding it in a related blog post or customer resource.
- Make follow-up useful. Send attendees and registrants the recording with a next step matched to the event’s audience and purpose.
- Create short and mid-length clips. Select discrete answers, demonstrations, or insights that make sense without the entire session.
- Track each asset separately. Review plays, watch time, engagement, form fills, and cost per click where relevant; keep platform view definitions in mind.
- Use what you learn to plan the next event. Identify which topics, channels, and calls to action brought the right audience and meaningful engagement.
Wistia’s case study “How One Webinar Drove a Year of Content” describes using an on-demand recording on a landing page and in a relevant blog post, then publishing short and mid-length social clips over time. It is a first-party example of a reuse approach, not evidence that every webinar will produce the same volume or duration of results.
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