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Using On-Demand Webinars to Drive Growth - An Interview with Melissa Kwan

Picture of Nicholas Page   Nicholas Page  ·  2 minute read

 

In this episode of Tech Marketing Trends, host Jakob Löwenbrand, CEO of Brightvision, sits down with Melissa Kwan, co-founder and CEO of eWebinar. Melissa shares her journey as a serial entrepreneur and explores how on-demand webinars can be leveraged to save time, scale engagement, and drive consistent growth for businesses. The conversation covers why automation matters, the key differences from live webinars, and actionable advice for integrating them into marketing strategies.

 

The journey to eWebinar

Melissa’s entrepreneurial journey began in real estate tech before she founded eWebinar. She explains how the pain of repetitive live demos and training inspired her to create an automated solution that could scale without burning out founders and sales teams.

“I always envisioned this perfect product that would do my job for me while I went and lived my life. After my last company was sold, I finally built it.” - Melissa Kwan

 

 

Why on-demand webinars matter

Unlike static video content on YouTube, on-demand webinars offer interaction, lead capture, and a more immersive experience. Melissa highlights how the platform transforms the way companies engage with prospects by blending automation with personalization.

“Just because it’s a video doesn’t mean the experience is the same. With on-demand webinars you can capture leads, engage viewers, and actually respond to questions.”

 

 

Creating successful webinars

Melissa emphasizes the importance of quality production and timeless content. With automation, businesses can refine their messaging and deliver a consistent, polished experience to audiences around the world.

“High quality audio, video, and content are essential. When you automate, your content can be tighter, timeless, and deliver real value over and over again.”

 

 

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Finding the right place in the funnel

On-demand webinars work best early in the buyer’s journey, where businesses can educate leads before engaging them in one-on-one conversations. Melissa explains how this frees up valuable time while still ensuring that leads are well qualified when they speak to sales.

“The highest ROI is as early as possible. You cast a wide net, educate people without draining your team, and then only spend time on the leads that matter.”

 

 

Measuring ROI and scaling growth

Tracking conversions is key to understanding webinar performance. Melissa also shares customer case studies, including one where tripling conversion rates was achieved simply by switching from a static video to an on-demand webinar.

“It’s not just about pipeline growth—it’s also about retention and lowering churn. The more educated your customers are, the more likely they’ll stay.”

 

 

He emphasizes the importance of aligning internal culture with external messaging, and building brands that stand for something, not everything.

 

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