Last month, during Let’s Touch Base ADVANCE: Marketing & Sales for the Relationship Economy, one of the satellite events leading up to BASE Conference, WebinarGeek, Head of Partners & PLG, Bryan van Anrooij, hosted a workshop exploring a question many entrepreneurs and small businesses are still trying to answer:
How can webinars become a sustainable growth channel rather than just another marketing tactic?
Rather than speaking in theory, Brian used WebinarGeek itself as a case study. He shared how the company uses webinars to attract leads, educate audiences, build relationships, strengthen trust and drive long-term business growth through consistent relationship-building.
What made the session particularly valuable was its practical approach. Instead of focusing on shortcuts or aggressive sales tactics, the workshop explored how webinars can support a business ecosystem built around visibility, education, and meaningful interaction.
Here are five key ideas Brian shared during the session.
1. Make yourself the recognizable face behind the business
One of the strongest themes throughout the workshop was simple: people connect with people before they connect with companies. By using your own voice, face, stories, and examples, you lead them to feel like they already know you before the sales call.
2. Webinars work best when they are part of a larger ecosystem
Build a full funnel, not just one webinar. Use SEO, ads, and social to drive people to a focused landing page, then guide them from webinar attendee to qualified lead, 1-1 conversation, proposal, and customer.
3. Small KPIs often reveal the most important insights
Measure smaller KPIs, don’t only look at the final sale. Track visitors, registrations, attendees, engagement, replay views, call bookings, and follow-up responses to improve each step.
4. Interaction data can create more relevant follow-up conversations
Use interaction data for smarter follow-up: polls, questions, clicks, attendance, and replay behavior help you segment leads and send more relevant follow-ups instead of generic emails.
5. Replays and automated webinars help scale the personal touch
Scale the personal touch with replays, automated, and on-demand webinars: Live webinars have magic, but recordings can keep working for months or years. Use automated or on-demand webinars to generate leads while still keeping your personal style.
Throughout Let’s Touch Base ADVANCE, many of the conversations returned to the same basic idea: sustainable business growth is rarely built on visibility alone. It grows through trust, consistency, and meaningful relationships over time.
Brian’s workshop offered a practical example of how webinars can support exactly that when used not simply as a marketing tool but as a way to educate, connect, and create long-term value.
If you want to join the conversation, join the next BASE event on July 2nd, when we talk about the financial aspects of running a business.