EasyWebinar
Customer story
Exactian builds the technology enterprises use to manage contractors and the operational processes around them – contractor documentation, audits, inductions, access control, resource management and the compliance workflows that tie them together.
That creates a problem most B2B software companies recognise. The person who buys the platform is rarely the only person who has to understand it. A single customer might have administrators configuring the system, hundreds of contractor firms submitting documentation, field teams completing inductions and auditors working inside a review queue. None of them sit inside Exactian’s org chart, and all of them need to know how the product works.
So Exactian used webinars for something other than lead generation. It used them to teach. Between September 2024 and July 2026 the account ran 121 sessions across 60 webinar programs, drawing 1,213 registrations from 876 people in 16 countries, nine in ten of them in Argentina, Mexico and Peru.
- Industry
- B2B SaaS · Contractor management & compliance
- Audience
- Customer admins, contractor firms, field & audit teams
- Formats
- Live webinars · Non-expiring replica replay
- Program size
- 121 sessions · Sept 2024 to July 2026
The people who need training work for Exactian’s customers’ contractors
Exactian’s software exists to make contractor management simpler. Simpler on the platform, though, is not the same as obvious to the person using it. Documents have to be submitted in the right form. Compliance rules have to be understood before they are enforced. Audits, inductions and site-entry applications each carry their own sequence of steps, and every platform release changes some of them.
The complication is who needs that explained. Mostly not Exactian’s customers. The people filing the documents and completing the inductions are employed by the customer’s suppliers, and that audience reaches 16 countries, though nine in ten registrations come from just three – energy operators, steel and industrial manufacturers, engineering contractors and services firms, concentrated in Argentina, Mexico and Peru. Exactian has no reporting line into any of them, no way to mandate training and no shared calendar to schedule it in.
Neither obvious answer survives that. One-to-one sessions do not multiply across hundreds of supplier firms. Written documentation does multiply, but it cannot demonstrate a workflow, and a release note reaches the administrator who reads release notes rather than the site supervisor who has to work differently on Monday.
So the requirement was one channel carrying four jobs at once: onboarding a named customer’s contractor network, explaining new platform capability, training people on individual applications, and demonstrating the product to prospects. It had to run live, survive past the live hour, and report clearly enough to show who had actually engaged.
The education engine they built
Rather than running one generic webinar and pointing everyone at it, Exactian built programs around the specific jobs its audiences needed help with, and gave every one of them the same production setup.
- Programs built per customer
- The largest group of sessions was contractor enablement, created individually for the supplier network attached to a single enterprise account. Each one addressed the processes that customer's contractors actually had to follow, not contractor management in the abstract.
- Product education alongside it
- A parallel track explained platform capability – automated auditing and data capture, the redesigned audit queue, the field audit app – for the administrators and auditors who configure and operate the system.
- Application training and demos
- Shorter sessions covered individual applications for inductions, site entry and payment plans, with a recurring live demo running on its own schedule for prospects and new accounts.
- An open room, not a broadcast
- Live public chat and live public Q&A were enabled on the sessions. For training content the questions are the point – a contractor asking about an edge case is asking on behalf of everyone else in the room.
- Polls inside the session
- Polls ran during the product-education sessions, turning a presentation into a check on whether the room was following, and leaving a behavioural record behind.
- A three-email rhythm
- Registration confirmation through EasyWebinar, a reminder one hour before the session starts, and a follow-up 15 minutes after it ends – sent separately to the people who attended and the people who missed it.
- Replay that never expires
- Every program carries a replica replay page with no expiry – the same video, offers and polls as the live room. Training content does not go stale in a week, and a contractor onboarded three months late needs the same session the first cohort watched.
- Sessions timed to the region
- Programs ran across attendee time zones spanning Buenos Aires, Guatemala City, Bogotá and beyond, with the higher-demand programs repeated across multiple dates rather than run once.
A program that compounded
Across 121 sessions, 818 of 1,213 registrations turned into a view – 725 in the live room, 223 on replay, with 130 people doing both. For a training program aimed largely at third-party contractors rather than a company’s own staff, a two-thirds consumption rate is the difference between a channel that works and a calendar of empty rooms.
The program also compounded. Exactian ran more sessions in its opening months than in its last full stretch, and drew a fraction of the audience:
| Period | Sessions | Registrations | Per session | Show-up rate | Replay views |
|---|---|---|---|---|---|
| Sept – Dec 2024 | 17 | 110 | 6.5 | 58.2% | 16 |
| 2025 | 31 | 296 | 9.5 | 64.5% | 38 |
| Jan – Jul 2026 | 30 | 739 | 24.6 | 70.1% | 169 |
Scheduled training sessions only. Excludes internal test and moderator sessions, and the recurring live demo that ran 27 times to small groups in 2024.
Roughly the same number of sessions in 2026 as in 2025 carried 2.5× the registrations, and the show-up rate went up rather than down. That is the part that usually breaks. Audiences normally get colder as a program widens, and turnout falls with them; here it climbed from 58.2% to 70.1% while the average session grew almost fourfold.
Replay is a large part of why. Replay views went from 16 in the opening months to 169 in 2026, and now account for 27.3% of everything watched that year, against 14.4% at the start. A non-expiring replica page turns every session into an asset that keeps working after the room closes.
By the final stretch, 30 sessions were reaching 619 people at a 70.1% show-up rate. The program had not simply got bigger; each session in it was working harder than the sessions that came before.
None of that came from one breakout event, either. It came from a library of programs doing different jobs, and they did not all behave the same way.
A closer look at the numbers
The top webinar was contractor enablement built for one enterprise customer’s supplier network. Stage by stage:
| Top webinar funnel | Count | Conversion |
|---|---|---|
| Registration-page unique visitors | 238 | – |
| Registrants | 103 | 43.3% of registration-page unique visitors |
| Watched live | 83 | 80.6% of registrants |
| Watched replay | 23 | 22.3% of registrants |
| Unique attendees | 86 | 83.5% of registrants |
Both ends of that funnel are doing work. Nearly half of everyone who landed on the registration page signed up, and more than four in five of those who signed up watched. The viewer timeline puts peak concurrent viewers at 81 and estimated average watch at 62 minutes, with 46% of the room still present at the end and the largest single drop-off arriving at the 64-minute mark.
Set that beside the two sessions ranked below it and a pattern appears – not one winning formula, but two different kinds of winning:
| Metric | Top contractor onboarding | Automated auditing | Second onboarding |
|---|---|---|---|
| Registration-page visitors | 238 | 151 | 173 |
| Registrants | 103 | 88 | 78 |
| Visitor to registration | 43.3% | 58.3% | 45.1% |
| Unique attendees | 86 | 45 | 58 |
| Show-up rate | 83.5% | 51.1% | 74.4% |
| Estimated average watch | 62 min | 32 min | 40 min |
Figures are taken from the EasyWebinar analytics for the three highest-registration webinars: two contractor onboarding sessions built for different customers’ supplier networks, and one on automated auditing and data capture. Together they drew 562 registration-page visitors, 269 registrations and 189 unique attendees.
The contractor sessions win on turnout and watch time. The product-education session wins somewhere else: it converts the registration page far better than either of them, then draws 15 poll responses, a third of everyone who attended it. Same platform, same setup, two entirely different jobs being done well.
That distinction holds across the whole program, not just the top three:
| Webinar job | Programs | Sessions | Registrations | Views | Show-up rate |
|---|---|---|---|---|---|
| Contractor enablement | 25 | 35 | 640 | 575 | 74.7% |
| Audit & compliance education | 8 | 22 | 350 | 224 | 58.0% |
| Application training | 7 | 21 | 155 | 104 | 59.4% |
| Live product demos | 2 | 30 | 47 | 38 | 80.9% |
Excludes internal test and moderator sessions. Show-up rate is unique attendees as a share of registrations. Views counts live and replay separately, so a person who did both is counted twice.
Sessions written for a named supplier network turn out at 74.7% against 58.0% for the broader product-education track. They carry 52.8% of the program’s registrations but 60.7% of everything watched. Relevance, not reach, is what fills the room.
Underneath the topic split sits the question of how people actually took the content in:
| How they engaged | Registration records | Share of registrations |
|---|---|---|
| Live only | 595 | 49.1% |
| Live and replay | 130 | 10.7% |
| Replay only | 93 | 7.7% |
| Never watched | 395 | 32.6% |
Replay is not mainly a safety net for people who missed the room. Only 93 registrations used it that way. The larger group is the 130 who attended live and went back to the recording anyway – people re-watching a process shortly before they had to carry it out. On a training program that is the behaviour worth building for, and it exists only because the replay page never expires.
What actually moved the needle
- Relevance beat reach
- The single biggest lever. Sessions built for one customer's contractor network showed up at 74.7% against 58.0% for the broader product track. A contractor invited to a session about the processes they are personally accountable for has a reason to attend that no generic software presentation can manufacture.
- Replay that never expires
- 223 registrations watched on replay, and 130 of those had already attended live. A non-expiring replica page turns a one-hour session into a permanent training asset, and replay grew from 14.4% of everything watched in the opening months to 27.3% by 2026.
- The topic matched the workflow
- Contractor onboarding, auditing, data capture, inductions, site entry. Every strong program mapped onto something a user does inside the product, so the training was immediately applicable rather than aspirational.
- Chat and Q&A left open
- For training, the room is the format. Public chat and public Q&A let a contractor's edge case get answered in front of everyone else who was about to hit the same wall, which is not something documentation can do.
- Comms sized to the session
- One reminder an hour ahead and a follow-up 15 minutes after, split between the people who attended and the people who missed. Short sequences suit a training invitation; the split follow-up is what routes a no-show to the replay instead of a dead end.
- Polls as a second signal
- The product-education session drew responses from a third of its attendees. On a topic where watch time alone runs shorter, interaction is the evidence that the room was following rather than merely present.
- Programs run more than once
- The highest-demand topics were scheduled repeatedly rather than once, and the Clone Webinar feature replicated a proven program in a few clicks to stand up the next customer's session. Nine of the programs in the account are cloned copies – that is how 60 programs became 121 sessions without 60 fresh builds.
The features behind the growth
- Live webinars with public chat and public Q&A enabled in the room
- In-session polls, capturing engagement on the product-education programs
- Registration confirmation email delivered through EasyWebinar
- Reminder email one hour before the session starts
- Post-webinar follow-up 15 minutes after the session ends, split between attended and missed
- Webinar Replica replay with no expiry – the same video, offers and polls as the live room
- Attendee time zone scheduling across Latin America and beyond
- Webinar cloning, standing up a new customer's program from a proven one
- Zapier integration, feeding registrations in from Exactian's own systems
- Funnel analytics – registration-page visitors, show-up rate, replay consumption and per-registrant watch depth
- Viewer timeline, exposing peak viewers, retention and the exact minute the room drops
The bottom line
Exactian did not use webinars to market its software. It used them to make its software easier to adopt – and for a platform whose users mostly work for somebody else, that turned out to be the harder and more valuable problem.
Over two years, 121 sessions across 60 programs reached 876 people in 16 countries and produced 948 views, live and replay combined. Two-thirds of everyone who registered watched. The sessions built for a named contractor network filled at 74.7%, and the average session in 2026 drew 3.8× the registrations it did at the start while turnout climbed rather than fell.
The webinar stopped being where Exactian presented the product. It became part of how the market learned to use it.
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