Case study · SaaS / Marketplace
Softwares Webinar, monthly vendor showcase series
A monthly webinar program for the Softwares.Club marketplace, vendors get a structured stage, buyers get qualified product demos, and the platform gets a content engine that keeps inventory in front of the audience long after the session ends.
The challenge
What we had to solve.
The marketplace was growing its vendor catalog, but buyers were treating vendor listings as static directory pages. Conversion from listing view to vendor contact was lower than it should have been, buyers needed to see the software in motion.
Vendors, for their part, didn't have time to run their own webinar program. And the few who tried produced inconsistent quality that hurt the marketplace's brand.
Our approach
How we tackled it.
We built a monthly showcase format: one vendor per session, 30 minutes of structured demo, 15 minutes of buyer Q&A, and a clear next-step offer. The marketplace hosts; the vendor presents; we produce.
Vendor coaching is part of the deliverable, we run a 1-hour prep call ahead of each session to sharpen the demo, drop the marketing-speak and align the storyline with how buyers actually decide.
Registration runs through the marketplace's domain (not the vendor's), which means the lead lives in the marketplace's ecosystem and benefits from cross-vendor remarketing. Vendors get the leads with full attribution.
Each session produces a polished recording, three highlight clips and a transcript that becomes evergreen content on the vendor's listing page, turning the vendor's listing into a richer asset.
Deliverables
What we built.
Specific, named outputs, not vague "strategy".
Monthly showcase format30-minute structured demo, 15-minute Q&A, clear next-step offer.
Vendor coaching1-hour prep call per session to sharpen demo and storyline.
Marketplace-hosted registrationBranded funnel, lead capture and cross-vendor remarketing audience.
Listing-page enrichmentRecording, highlight clips, transcript embedded on vendor listing.
Performance reportingPer-session registrants, attendance, vendor leads, marketplace-wide audience growth.
Outcomes
What it returned.
- 9k+ buyer registrations per year across 12 sessions.
- Vendor listings that hosted a showcase converted at significantly higher rates than non-showcase listings.
- The marketplace's email list grew by mid-five-figures of opted-in software buyers per year.
- Several vendors renewed marketplace participation specifically because the showcase format produced trackable pipeline.
The takeaway
What we learned.
A marketplace that runs content for its sellers is a marketplace where sellers want to stay. The webinar program wasn't a marketing channel, it was a vendor-retention strategy disguised as one.
Services used
How we got it done.
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