How Proposify builds sales pipeline with eWebinar and scales training to 20,000 users

Any sales leader who has ever been tasked with sending out a proposal understands that the process isn’t always a smooth one. However, Proposify makes it easier by empowering teams to have the control and visibility needed to dominate their deals.

Proposify exists because its founders identified a need for sales teams to be able to create, send, track, and close customized, interactive, beautifully designed proposals. They believe the more intel a team has about how the prospect is interacting with a proposal, the easier it is to close the deal.

Kyle Racki of Proposify spoke with us about how the company uses eWebinar to power lead generation and customer training.

Hi, Kyle! Can you start by telling me a little bit about yourself and your company?

I’m Kyle Racki, CEO and Co-Founder of Proposify. We’ve been in business for 12 years, and our product helps sales teams write proposals in a way that captures their clients’ attention, gives them insights into where their customers are looking, and helps them create a more on-brand, consistent presentation that impresses their buyers and helps them close more deals.

What problems did Proposify struggle with before adopting eWebinar?

Well, we were doing a lot of webinars, a lot of live group video calls, but we didn’t really have a system around it. We were doing live customer webinars over Zoom. My support team would do live training calls. We would sometimes do more top-of-funnel demand gen webinars. But the real problem that we had was that I didn't have a lot of time to do those demand gen webinars – and because of time zones and because a lot of people asked for the recording anyway, it just never made a lot of sense to invest a lot of time in that.

"It never made sense for us to invest a lot of time in live webinars because people would ask for the recording anyway.”

I had seen other landing pages for webinars that were essentially on demand. Whenever I clicked on it, the next one would start in 10 seconds. I always loved that idea, but I could never find a tool to do it. We started to use Zoom’s product called Simulive, which allows you to take your recordings and run it at a certain time. 

“Zoom’s product, Simulive, was expensive and didn’t meet our needs.”

However, it sort of tricks the user into thinking they're attending a live call, which means your team still has to be live to answer questions over chat. So it was a very expensive tool that didn’t work well for our needs.

How do you use eWebinar at Proposify today?

We use it primarily for support training for new customers, and sometimes for customers who have been around a while and want a refresher and demand generation. Essentially for long-form content.

“We use eWebinar for new and existing customers.”

My support team uses it for training. It’s really helpful because it doesn’t matter if the customer is in Australia and their time zone doesn’t work for us; they can hop on the training call and get access to the training any time they want, and whoever is working support at the time can still assist them over chat if they have a question.

“We use eWebinar to build sales pipelines.”

I'm also using it from a demand generation perspective; I'm essentially driving social media traffic to a landing page where people can convert to attend an on-demand webinar, and they get training that converts to introducing our product and letting them know what our product can do to help solve their problem. So we're actually using that to drive leads even into our sales funnel. Our sales team will see those leads come in, they'll get qualified, and then they're using that to actually build a sales pipeline.

How often were you doing live sales webinars before adopting eWebinar?

We would sometimes have a live sales demo, a group demo, but it would be very sporadic. If I were to do it, it might be once a year. It was so hit or miss; there was just no system around it.

“Before eWebinar, our live webinars were sporadic and hit-or-miss.”

I’ve always been a fan of webinars, and I’m always impressed that they’re still just as relevant today as they were 10 years ago, because I think people still like to learn from other humans. They like to attend a training call or an event where they can hear someone speak and watch someone teach them.

“eWebinar offers the perfect blend of webinars that are on-demand but still feel live.”

Webinars feel like more than watching a pre-recorded video, and that’s what I like about them. eWebinar is great because it’s the perfect blend of both things; you feel like it’s live, but it’s also on-demand so the user can watch it whenever they want.

What are the benefits you've seen from using eWebinar?

Well, we've been able to turn it into a sales pipeline. Being able to have access to the analytics is really helpful. I can see who came into each webinar, how long they stayed, which questions they asked, and who converted to a demo or to a trial afterwards. So it's really become a part of our marketing stack. That's one of the biggest benefits.

“eWebinar’s analytics show me who attended each webinar, how long they stayed, which questions they asked, and if they converted.”

Another great benefit is the Slack integration. Again, one of the biggest pain points of Zoom Simulive is that for anybody to be live to answer questions, they essentially have to attend the call – and that’s just not always feasible when you’ve got support team members who are busy working the queue or helping other customers.

“eWebinar’s Slack integration allows us to easily answer questions without being present in the webinar.”

It’s great that we now have a channel where we see when somebody asks a question in a webinar and any one of us who happens to be online can just go in and answer the question on Slack. That makes the viewer feel as though someone is attending live and answering their questions. It’s just a really nice personal touch. And then if you’re not there, being able to have those questions answered in a follow-up email is a really nice backup.

Where are you primarily spending marketing dollars to push leads into eWebinar?

At the moment we’re exclusively using LinkedIn ads to push people into eWebinar. The system that has been working really well this year is thought leadership ads, which really don’t look like ads at all; they just look like organic posts. But I’ve essentially got three posts that touch on each pain point that Proposify solves, and they’re used as content that gets people thinking about the problem.

“We use thought leadership ads on LinkedIn to push people to eWebinar.”

One example is the telling of a story about a time that a rep took two weeks to deliver a proposal, and how I was ready to buy at the time. But because of that time constraint of getting the proposal, the deal was lost. The post talks about the mistakes that were made in that sales process. It gets a lot of engagement and attention, and I sponsor it so that it gets a lot more eyeballs on it.

“eWebinar helps us turn cold leads into people who are interested in using our product.”

We don’t make the call to action to be to start a trial with Proposify because people aren’t really there yet. Instead, we just talk about their problem. Then I say that I’m teaching what we’ve learned from analyzing a million proposals in 2025, and giving those learnings away on a 20-minute webinar, and encourage them to click to get that information for free. That call to action gets people into the webinar, watching it and learning how they can improve their own proposal process, with the turn being that they can make it even better through automation and through what our software does. So it gets them from a cold lead into someone who is maybe interested in using our product.

How have you helped your team and company by implementing eWebinar?

I think the benefit has been for our support team. We're not a massive company; we’re about 55-60 employees total, with only about 10 or so in support. We serve, on any given day, 15,000 to 20,000 users; we get a fair amount of support requests. Prior to that, our support team would want to be able to offer one-to-many training for customers who said they weren't going to hire our team for one-to-one training. But with different time zones and people’s availability, we could really only offer maybe two live slots a week. Sometimes we’d have no one show up. Other times, we’d have people who wanted to attend the training but it just didn’t work for their time zone.

“Our support team has seen huge benefits from using eWebinar.”

As soon as I showed the support team how I was using eWebinar, they uploaded training calls they already had recorded, went in and set up all the polls, launched it themselves, and now that’s running 24/7.

How do your customers feel about eWebinar’s hybrid format?

Well, no one has complained about it! I've had really good interactions with people over Slack in the eWebinar chat. No one has ever mentioned that we aren’t live and that it’s pre-recorded. It’s never come up; they just ask their question and someone answers it.

“Our customers are happy with eWebinar’s hybrid format.”

I think any businesses that might be worried about switching to the hybrid format should know that they can put messages in the actual webinar that say, “If you have a question or want someone to reach out, let us know. We’ll get back to you.” So you can still have that personal touch point available to customers.

“The hybrid format still allows you to provide personal touch points.” 

But really, the on-demand piece is as much for the end viewer as it is for you. You’re saving time, but also your viewer gets to watch the content whenever they’re available, instead of having to remember to show up at a certain time or click on a calendar link. It’s really a win-win for everybody.

“eWebinar’s format is a win-win solution for everyone involved.”

Another thing I really like about the hybrid format is that you can’t just pause it and come back to it later. It kind of forces the viewer to watch it, which is actually a good thing, because think about how many times you queue up a video, watch 10 seconds of it, and say you’ll return when you have the time (but never do). This guides the viewer by the hand and encourages them to watch the whole thing in one sitting.

What do you love most about eWebinar?

I love a lot of things about the platform, but if I had to pick just one thing, I would say it’s the Slack integration. I also really love the analytics and being able to create the widgets and the forms that appear on your landing page. I don’t use the pre-made landing page; I use my own. But I can embed a countdown widget and forms and things like that, so that we capture people on the page and get them into the webinar.

“The analytics help us lead score and determine who is a great fit for our product.”

I also love being able to look at who’s in there, where they're from, and how much of the webinar they’ve watched, and then get that information into our HubSpot so that we can lead score and qualify them and know who would be a really good fit. Because if I know that somebody – let’s say the head of sales at a company that is the kind of company that we often help – has a proposal problem, then it’s a really natural next step to have somebody from sales reach out and say, “Hey, I saw you watched the webinar. Here’s how we can help you.”

Who would you recommend eWebinar to?

Well I have recommended eWebinar, so that’s not even a hypothetical question! I actually got a good friend of mine who runs a coaching/training/consultancy type business set up on eWebinar. He runs on-demand training that’s about 20-25 minutes, and uses that in a very similar way as a lead nurture to get people interested in paid programs.

“eWebinar is great for anyone wanting to use video content for training and marketing.” 

I think eWebinar is good for anybody who wants to produce video content that is not just for training, but also as a marketing tool. I think a lot of people don’t realize how powerful that is.

Thank you for your time, Kyle! We’re so happy to hear that eWebinar has made a difference for everyone at Proposify!

Are you a sales professional who is looking for a better way to create, track, and close proposals while giving your team more visibility into what prospects actually care about? Then be sure to check out all of the amazing things that Proposify can offer you!

…And if you’re a business leader looking to scale customer training, generate leads, or deliver engaging on-demand webinars without sacrificing the human touch, click here to get started with eWebinar!