How Traffit turned webinars into its top marketing channel — 42% of all MQLs from one tool

Traffit is a Polish applicant tracking system (ATS) that supports companies throughout the entire recruitment process — from the moment a hiring need appears to the final signature. For the last three years, webinars have been the backbone of its marketing. The numbers speak for themselves: over 150 webinars, a record event with more than 1,300 registrations and nearly 800 live attendees, and 42% of all marketing qualified leads generated by ClickMeeting webinars. Here is how they did it.

What is Traffit?

Traffit’s story began in 2014 in Gdynia, when founder Adrian Wolak built a recruitment management system for a local recruitment agency. What started as a custom tool for one client has grown into one of the fastest-growing ATS platforms in Poland — software that helps companies publish job openings, manage candidates, collaborate with hiring managers, and automate communication across the entire hiring funnel.

Today Traffit is used by recruitment teams in more than 60 countries, and its client list includes brands such as x-kom, Randstad, Miele, AutoPay, and Kinguin. The platform serves a wide spectrum of organizations — from IT companies and startups to recruitment agencies and large enterprises — and has earned recognition on review platforms like Capterra, including awards for best value and ease of use.

But growing in the HR tech space means more than building a good product. It means winning the attention — and the trust — of an audience flooded with tools and content. That is where webinars enter the story.

Why did an ATS company bet on webinars?

The answer starts with the audience. As Mick Griffin, Chief Growth Officer at Traffit, puts it: “Traffit is an ATS — an applicant tracking system — which is a really fancy way of saying that we are software that helps people recruit new employees to their companies.” And the people doing that recruiting are exactly the kind of audience webinars were made for. Traffit’s users are HR professionals and hiring managers — a group with an unusually strong appetite for learning.

“HR professionals are some of the most absorbent people I know. Our audience is just so hungry for new education, new materials, new knowledge. They really drove this demand — and for us, webinars were a natural choice to deliver that education to them,” says Mick, who has led the company’s growth for six years.

Magdalena Sobczak, who leads Traffit’s marketing team, confirms that education sits at the very center of the company’s strategy:

“The foundation of our marketing is educating the market. Our target audience — people working in HR — have a very strong need for knowledge. They want to stay on top of regulations and market changes, and webinars are the best possible way for us to give them exactly that,” explains Magdalena.

Why live events instead of on-demand content?

Many ClickMeeting customers love automation and build their entire webinar strategy around it — automated and on-demand events let them scale their reach without scaling their calendar. Traffit takes a slightly different path. The team tested both formats, and for their audience and goals, live events came out on top — because of what happens between the attendees themselves.

“Live webinars are by far our most popular format. Not only do people get the knowledge from our experts, but our audience really engages with each other in the chat in real time. It’s much more attractive than our on-demand efforts using the same tool,” says Mick Griffin.

The team treats that interaction as a discipline, not an accident. Even when one person hosts the event, another team member is always working the chat.

“We really care about live events and contact with our audience. We use the chat moderator option — even when one person is presenting, someone else from the team moderates the discussion and encourages participants to get involved,” adds Magdalena Sobczak.

There is a lesson here for any company running webinars: behind every smooth live event at Traffit stands a clear division of roles. Magdalena usually takes the technical seat herself — she sets up the events, administers them during the broadcast, and moderates the chat — so the presenter can focus entirely on the content, not the controls. “Most often I take the technical role — I create and administer the events, or I moderate the chat. But more than once I’ve also been in front of the camera, hosting many of our events myself,” she says. One person on substance, one person on production: a simple setup that keeps the chaos out and the quality in.

Who shows up — and why it matters

When Traffit analyzes its attendee lists, one pattern stands out: the biggest group is made up of people just starting their HR careers — junior recruiters and junior HR specialists who absorb every piece of content they can find. But the audience shifts with the topic.

“Depending on the subject — and the guest we invite — we also reach CEOs, HR directors, managers, and recruiters directly,” notes Magdalena Sobczak.

That mix is not a side effect. It is the strategy. Traffit deliberately avoids competing where everyone else competes.

“We’re not trying to compete at the point of purchase, paying for ads where everybody else is. We like to start the journey earlier. We want to build trust with our audience before we ask them to buy our product — and webinars have always been the best way to build trust by giving knowledge first,” explains Mick Griffin.

Behind this approach is a principle Traffit’s team calls the 95:5 rule: at any given moment, only about 5% of your audience is actually ready to buy.

“That means we have to nurture. We have to keep communicating, keep building all the time — we can’t afford to stop. Webinars keep people connected with us, so when they hit that window and think ‘we need an ATS,’ we have to be the first brand they think about. Webinars are a fantastic way to do that,” says Mick Griffin.

The results: 42% of all MQLs and fans who keep coming back

Traffit describes itself as a data-driven startup — every channel has to earn its place. Webinars did not just earn it; they took the top spot.

“We analyze everything, and webinars are no exception. The great thing is that webinars on ClickMeeting now account for 42% of all our MQLs. It is by far our top-performing channel,” says Mick Griffin.

The key numbers from three years of webinars at Traffit:

• 42% of all marketing qualified leads come from ClickMeeting webinars
• 150+ webinars run over three years
• At least 2 live events every month
• 40–50% attendance rate among registrants, at practically every event
• 1,300+ registrations and nearly 800 live attendees at the record-breaking webinar

Just as important as the volume of leads is where they come from. For Traffit, webinars are the tool that breaks through the limits of its existing reach.

“Webinars are currently probably our best source of new contacts. We reach beyond our own bubble — to completely new people who are only just getting to know our brand,” says Magdalena Sobczak. Every event opens the door to market segments that no retargeting campaign could touch, simply because those people were never in Traffit’s database to begin with.

And once they walk through that door, many of them stay. Loyalty may be the most telling metric of all — one lead has attended more than 15 different Traffit webinars.

“Something that makes us really happy is that we have fans who keep coming back. I can safely say there are people who have attended a dozen or even several dozen of our events in a row,” adds Magdalena.

What made the record webinar work?

Traffit’s best event to date gathered more than 1,300 registrations, with nearly 800 people attending live. Magdalena Sobczak remembers it well:

“Why was that webinar so good? It was a combination of the right timing, the right topic, and the right guest. Everything revolved around changes in labor law that were just coming into force. We could educate — but also reach completely new people who were looking for specific information at that specific moment. We got a huge injection of brand-new leads.”

Mick Griffin sees a clear pattern across all of Traffit’s top performers: regulation sells.

“Our top-performing webinars have always been about regulation and changes in the law — GDPR, the AI Act in Europe. It’s not only about educating people to be better; they also have to be compliant. When you use our tool, we’ve got to keep you compliant and safe — and I’m happy to see in the numbers that our audience responds in a positive way.”

Three webinar formats, one platform

Over time, Traffit’s webinar program has grown into three distinct tracks, all running on ClickMeeting:

• Educational webinars — market trends, regulations, and expert knowledge for the HR community, often featuring external guest speakers
• Product webinars — showing leads how the Traffit ATS works in practice
• Customer success webinars — for existing clients: new feature announcements, upsell activities, and onboarding support

The third track deserves special attention, because it shows that webinars work well beyond lead generation. Traffit’s customer success team uses ClickMeeting to onboard new clients, walk existing ones through newly released features, and support upsell campaigns — turning webinars into a retention tool as much as an acquisition one. The same platform that brings new leads in at the top of the funnel helps keep customers engaged, well-trained, and growing in value long after the deal is signed.

And the platform’s reach inside the company keeps growing. “ClickMeeting is the core tool for our marketing team, but it’s not just marketing anymore. Our sales and customer success teams already use it, and recently even our HR and IT departments started looking at how they can use ClickMeeting in their work,” says Magdalena Sobczak.

For sales, the value goes far beyond hosting. “This is our tool for nurturing leads. Our sales team helps run webinars, they’re active in the chat, and they work with the attendee list afterwards. It’s a vital part of our sales process,” explains Mick Griffin.

What does Traffit value most about ClickMeeting?

Ask the two of them and you get two complementary answers. For Magdalena Sobczak, it starts with how little friction the platform adds to her team’s work:

“Above all, we value ClickMeeting for how intuitive it is. If we have an idea for a webinar, creating it in the tool and planning the whole thing takes literally a few minutes. And because it’s so intuitive, other departments don’t need our technical support — they can act independently and create their own events.”

That last point carries real operational weight. In many organizations, every webinar — whether it comes from sales, HR, or customer success — lands on the marketing team’s desk, turning marketers into an internal help desk. At Traffit, the tool’s simplicity broke that bottleneck: each department creates and runs its own events, and marketing keeps its hands free for its own campaigns. For a growing company, that kind of self-sufficiency scales far better than any support process could.

Two features have quietly become part of how the team improves with every event. The first is polls during live meetings — Traffit uses them to wake the audience up and get people involved, but the answers do double duty: after the event, the results feed straight into the team’s analysis of what their audience actually cares about.

The second is the event rating feature — a short feedback survey attendees receive once the webinar closes. For Magdalena, it has grown into a full feedback loop. She reads every rating and comment, then sends a summary to the external experts who spoke at the event. “They’re always grateful and take it to heart,” she says. “And for us it’s a signal about which direction to take with future topics — and which experts to keep working with.”

What ClickMeeting delivers as a simple survey, Traffit has turned into a speaker management tool — and something more. Guest experts rarely get honest, structured feedback on their performances, so Traffit’s post-event summaries make collaborating with the company genuinely rewarding. That professionalism pays off in long-term relationships with the HR experts and influencers whose names, in turn, fill up the registration lists for future events.

For Mick Griffin, the deciding factor is the partnership behind the product. Over three years, the relationship with ClickMeeting has evolved into something closer to an advisory one: the ClickMeeting team proactively shares what’s coming next in the webinar world and suggests ways for Traffit to optimize its events — the kind of customer success that vendors promise more often than they deliver.

“It’s not only the fact that the tool runs smoothly — the team has always been there, helping us, educating us on what’s coming next in this field. We feel like we’re not just buying a product, we’re buying a solution. That’s the best thing I can say about the company.”

Would Traffit recommend ClickMeeting?

Both answers are unambiguous.

“I have no doubts in recommending ClickMeeting to anyone who thinks webinars will work for their marketing campaign. I recommend it every time to anyone looking for a webinar provider,” says Mick Griffin.

“Absolutely, with a clear conscience. ClickMeeting is the backbone of our marketing, and at this point I can’t imagine the work of our marketing team — and not only marketing — without this tool,” adds Magdalena Sobczak.

Make webinars your top-performing channel

Traffit’s story shows what happens when consistent, education-first webinars meet a reliable platform: a single channel that delivers 42% of all marketing qualified leads, an audience that comes back event after event, and a tool that spreads organically from marketing to sales, customer success, and beyond.

Try ClickMeeting free for 14 days — no credit card required, no downloads for your attendees. Create your first event in minutes and see how far live webinars can take your marketing.