In the competitive marketing agency market, standing out requires not only knowledge and experience, but also the ability to share expert knowledge in an attractive and accessible way. DevaGroup, one of the oldest and most renowned SEM agencies in Poland, combined these elements into a cohesive educational strategy, with webinars organized through ClickMeeting becoming the central element.
This story shows how any innovative company can harness the potential of online events to strengthen its market position, build a loyal community, and effectively share knowledge with the industry, transitioning from intimate meetings with several dozen participants to webinars attracting hundreds of interested attendees and paid training sessions. Let’s explore the details!
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About DevaGroup: Experts with Impressive Experience
DevaGroup is one of the pioneering SEM agencies in Poland, operating in the market since 2005. The agency currently employs over 50 specialists and has over 1,000 clients in its portfolio. The company boasts excellent references and numerous awards and distinctions. It specializes in search engine marketing (SEM), website positioning (SEO) and Google Ads campaigns, as well as advanced web analytics using Google Analytics.
DevaGroup’s business philosophy is based on a simple principle: “We deliver our clients their customers.” It is precisely through this concept that the agency built its market position, focusing on demonstrating practical knowledge and measurable results.
The agency regularly organizes internet marketing training sessions, providing participants with both theoretical knowledge and practical skills. Since 2016, it has also been the organizer of semKRK – a prestigious Krakow conference aimed at SEO and SEM specialists, marketing agencies, e-commerce industry representatives, and business owners. In Warsaw, DevaGroup runs the sister conference semWAW. 
The agency’s professionalism and high quality of services are confirmed by its prestigious Google Premier Partner status.
Google Partners Academy: Discovering the Potential of Webinars
Before DevaGroup began its own webinar activities, the team gained valuable experience in the Google Partners Academy program. In 2015, Krzysztof Marzec, the agency’s CEO, was invited to this elite training program designed for the best agencies from across Poland.
“In this project, we had two types of meetings: live and webinar-based. And it was precisely these webinar meetings that opened my eyes to the fact that for a fraction of the costs, with tremendous convenience of working from the office or even from home, I could reach a very large number of recipients,” recalls Krzysztof Marzec.
This experience showed the DevaGroup team that webinars allow reaching people from all over Poland, including those who couldn’t travel to in-person training sessions, even when organized in the five largest cities in the country. Low costs combined with wide reach became the main motivator for developing this form of communication.
Webinar Transformation: From In-Person Training to Online Events
The DevaGroup team has extensive experience in creating valuable educational content and sharing knowledge.
“In the past, we only organized webinars with partners. For many years, I trained offline and online as part of the Google Partners Academy. So we had experience in building substantive content, but for our own initiatives, live meetings won out. Until a certain point,” recalls Krzysztof Marzec, CEO of DevaGroup.
The turning point came when it was impossible to organize the semKRK conference in a stationary format. The team faced a challenge: give up the event or move it to the virtual world? They chose the second option, which turned out to be a bullseye.
“We decided to prepare semKRK#15 in an online version, maintaining the level and inviting the best speakers from the industry. On September 25, 2020, the first online edition of semKRK took place. This was such a major turning point in the conference’s history,” adds Kamil Leśniak, Event & Marketing Manager at DevaGroup.
This decision initiated a true digital transformation in DevaGroup’s educational activities. Webinars, which were initially meant to be a temporary solution, became a strategic tool for building community and sharing knowledge. The team completed three editions of the conference in online format, which allowed them to maintain contact with the community and deliver valuable knowledge during the most difficult period of the pandemic.
Challenges Before Choosing ClickMeeting
Before DevaGroup decided to partner with ClickMeeting, the team struggled with numerous problems typical for online event organizers.
“The biggest problem is that you can’t predict whether your webinar will attract 15 people or 500. Both numbers can be interesting for you, but if you don’t have a good tool, you have a big problem with lack of access,” explains Krzysztof Marzec.
Similar challenges applied to in-person training. It was impossible to predict whether 5 people would sign up, who would fit in an office room, or suddenly 20 participants would appear, forcing the last-minute reservation of a larger room in a hotel.
Another problem was the instability of available webinar platforms on the market.
“I’m almost afraid to think about how many webinars I participated in and on how many different platforms. Each time it was a certain stress, because even the most well-known platforms had various problems: with scaling, server overload, connection instability. Messages popping up in the chat like ‘can’t hear,’ ‘image is blurring’ can be terribly distracting,” recalls DevaGroup’s CEO.
But the solution is very simple: “And here comes ClickMeeting, all in white, on which we have very stable events. Technical problems practically don’t exist, and if anything appears, we have great support that explains how to use a given function, how to apply something better,” he adds.
From Individual Webinars to a Cohesive Strategy
After the success of the first webinars, DevaGroup decided on a more systematic approach.
“Previously, we organized open training sessions for a small number of participants on topics we know best, namely SEO, Google Ads, Google Tag Manager, and Google Analytics. We already had experience with the online format, but we wanted to create something accessible to a wider group of participants – without the need to buy tickets to gain knowledge,” says Krzysztof Marzec.
The agency began creating webinars at the end of 2020. Initially, these were content created with specific industries in mind, such as FMCG, development, e-commerce, advertising, or wedding industries. In 2021, the first cyclical series “Google for e-commerce” and “Google for business” were launched. It was then that DevaGroup agency decided to partner with ClickMeeting, which opened new development opportunities.
“Thanks to ClickMeeting, we could spread our webinar wings,” emphasizes Krzysztof Marzec.
The beginning of 2022 brought further innovations: two new webinar series: “(Non)book conversations” and “Let’s Talk About Marketing.” This second series turned out to be a real hit and became DevaGroup’s flagship, most recognizable format, continuing to this day.
In 2022, DevaGroup also organized specialized webinars dedicated to Google Analytics 4, which turned out to be a huge success:
“It was a time when the Google Analytics Universal tool was changing to Google Analytics 4. Specialists were hungry for knowledge, and we had that knowledge. We could react very quickly to a specific trend and reach a wide audience. A live event, on-site, would be super difficult to organize in such a short time. Webinars about GA4 broke popularity records,” explains Kamil Leśniak.
Over time, DevaGroup’s webinar offering evolved, including:
- Industry webinars (e.g., for the automotive or advertising sector)
- Warm-up webinars before in-person conferences
- Summer webinars from DevaGroup (since 2023)
- Dedicated webinars for clients
The summer webinars proved to be a particularly interesting experience:
“A great solution from our marketing department was to address the slow season precisely with webinars. Organizing live training then makes absolutely no sense, it has very little effect. With webinars, it was the opposite. We were completely surprised by how many people participated and wanted to develop knowledge in these hottest months,” admits Kamil Leśniak.
ClickMeeting: An Excellent Tool for Implementing Webinar Strategy
DevaGroup uses ClickMeeting as the primary tool for organizing online events. The Automated 1000 package allows for comprehensive webinar execution: from participant registration through live broadcasting to follow-up and results analysis.
Among the most frequently used ClickMeeting features, the DevaGroup team mentions:
- Creating dedicated webinar rooms
- Recording meetings in video format
- Automatic publishing of recordings on YouTube
- Broadcasting events on Facebook and LinkedIn
- Issuing certificates to participants
- Zapier integration (to streamline registration)
- Detailed reports and statistics
- Call to action – a button appearing during the webinar, showing additional offers
- Automatic reminders for participants (15 minutes before the webinar and 24 hours before)
“Recording is an incredibly frequent question at webinars – will the webinar be recorded. As organizers, we provide the recording for both registered persons and participants, so everyone gets access. In addition, everyone receives a certificate of participation in our webinar,” explains Kamil Leśniak.
Automatic publishing of recordings on YouTube greatly facilitates the team’s work: “We divide the recordings into individual presentations and upload them to our website. This saves a lot of time,” adds the Event & Marketing Manager.
“ClickMeeting’s great support, which responds literally within a minute, and the webinars they organize, in which I try to participate and draw conclusions, are also a great help,” emphasizes Kamil Leśniak. “The whole team is impressed by their activities. If we have any problem, it’s quickly solved. You also introduce a lot of features that improve your tool, so great respect,” he summarizes.
Breaking Barriers and Solving Problems
Organizing online events gave DevaGroup the opportunity to overcome numerous challenges, such as logistical or geographical limitations.
“I remember Krzysztof’s joy when 50 participants appeared at one of the first webinars. He mentioned then that in the past, to speak to 50 people, he had to travel to a presentation from Krakow, for example, to Poznań, wasting a lot of time traveling. Thanks to ClickMeeting, sitting at home, he could speak online to 50 people interested in the topic,” says the Event & Marketing Manager from DevaGroup.
Of course, webinars proved particularly useful during the pandemic, when they allowed the continuation of DevaGroup’s educational and event activities:
“If it weren’t for the online version, during the pandemic period we wouldn’t have had any events, but we managed to organize as many as 3 conferences in online format, maintaining contact with the community and delivering valuable knowledge,” adds Kamil.
Two online versions of the semKRK conference, which enjoys enormous renown in the internet marketing industry in Poland, also took place through ClickMeeting.
The hybrid model also turned out to be a solution to the problem of expert availability: “Online activities allow us to invite the best experts from the industry who, for purely technical reasons, sometimes couldn’t reach Krakow, where we have our headquarters. They don’t have to travel anywhere, which greatly facilitates cooperation,” explains the expert.
Interestingly, the transition to online format didn’t lower the quality of workshops at all – quite the opposite:
“Our surveys show that the migration of offline workshops to online didn’t cause a loss in terms of their quality, quite the opposite. Many people emphasize that by participating in such training and getting the recording later, they have much better immersion in this material than being somewhere on-site,” confirms Krzysztof Marzec. “The chat option, the option to talk via microphone, to appear on camera makes it as comfortable for participants as being somewhere live, and I would even say more comfortable,” he adds.
From Free Webinars to Paid Events
The transition from free to paid events was another challenge for DevaGroup. However, the concern that offering high-quality content for free might make it difficult to sell paid events turned out to be unfounded.
“This has always been and is a challenge for us, because by delivering great content for free, we were afraid that no one would come to a paid event. However, our approach changed when we decided to try,” explains Krzysztof Marzec.
The first paid online event was semKRK#15, for which a symbolic fee was charged. The positive response from participants encouraged the continuation of this strategy:
“Fortunately, participants wanted to spend some time with us, thanks to which subsequent online editions were already longer than this first one, in a new format for us,” adds Kamil Leśniak.
Currently, DevaGroup’s workshops take place exclusively online, which has significantly increased their availability:
“Using the example of our workshops, which always precede conferences, we can clearly state that we have doubled the number of participants. We reach people who would never have participated in an in-person event – due to distance, professional obligations, or simply lack of time for a several-day trip to Krakow,” explains Krzysztof Marzec.
High ratings in surveys confirm that this format is met with enthusiastic reception.
And what are the biggest advantages of paid events on ClickMeeting? Let’s quote the response from DevaGroup experts:
“They are easy to use, you can earn money from them and scale your business this way :)”
Sounds good, right?
DevaGroup also uses webinars as a strategic sales tool:
“Before our main event, we organize an online warm-up, where participants can get the biggest discounts on tickets and additionally benefit from the knowledge of speakers who will appear at the offline conference. Warm-up webinars show the quality of the conference being conducted, the quality of speakers’ presentations, and attract customers to our paid events – workshops and the traditional semKRK or semWAW conference,” says Krzysztof Marzec.
Impressive Results of Webinar Activities
DevaGroup’s webinar strategy brings excellent results, which are best illustrated by numbers:
- Number of webinars DevaGroup completed in 2025: 22
- 61% more registered people compared to 2024
- A total of 5,976 people registered for webinars (2,346 more people than in 2024)
- 3,894 participants took part in events live
- A total of 49 speakers appeared during the events
- 42 hours of recordings of knowledge in the field of SEM/SEO/Marketing/Ecommerce were created! All (and earlier ones) saved here: https://www.devagroup.pl/darmowe-webinary#prelekcje
This is huge progress compared to the beginning, when webinars gathered 20–25 participants.
“Let’s remember that we very often talk about things that are niche. Even if a business deals with advertising, it won’t always think about this specific niche, and here suddenly 2,000 people registered for a webinar. Such numbers are impressive and also produce business effects,” emphasizes Krzysztof Marzec.
Building Brand Recognition Through Webinars
“The vast majority of our participants are acquired organically. That is, these are people who see our posts on social media or we reach them with our mailing. Let’s imagine how brand awareness grows among people who not only read our newsletter but can participate in a webinar, listen to specific specialists from a given company and gain truly unique knowledge from them,” explains Krzysztof Marzec. “Brand recognition increases tremendously when, in addition to reading a newsletter or visiting a company’s social media, you can listen to that specialist at a webinar. It’s a very pleasant situation when a client comes to us and says: ‘I already know you well.’ Where from? From webinars,” he adds.
This approach also works in employer branding:
“It gives incredible effects when it comes to acquiring new clients or even employer branding. At DevaGroup, we’ve been dealing with Google advertising for 20 years. We’re not a typical agency that massively serves clients, but we very often deal with campaigns that are quite difficult, that have to deliver very good results in very competitive industries. When deciding on a webinar tool, we also chose one that delivers above-average results. It’s ClickMeeting,” summarizes Krzysztof Marzec.
Participant Feedback Helps Development
DevaGroup attaches great importance to collecting and analyzing participant opinions, which helps in continuous webinar improvement.
“We always survey webinars at the end of their duration. For workshops, we do this after the presentation of a given speaker to increase the number of responses in the survey. The results of surveys and their analysis have always been very important to us,” emphasizes Kamil Leśniak.
“Surveys are something we use at every webinar, because the measurability of our meetings is incredibly important. Our participants always give us feedback that we use and from which we draw a lot of information, including whom to invite to subsequent meetings. We try to listen to our participants as much as possible,” adds the Event & Marketing Manager.
The surveys ask questions including:
- Overall webinar rating on a scale from 1 to 5
- Rating of each presentation separately
- What was particularly valuable
- What needs improvement
- Where the participant learned about the webinar
- What topics should be addressed in subsequent webinars
“We very often track statistics after our webinars and in this way extract information that is useful for subsequent meetings,” explains Kamil Leśniak.
Such comprehensive feedback allows for continuous format improvement and topic adjustment to the needs and expectations of participants. This is valuable guidance for all event organizers who simply want to be better and better at what they do.
ClickMeeting at Different Stages of Business Development
“What I like most about ClickMeeting from a business perspective is that on one hand, it’s a great tool for taking first steps: I want to organize webinars, maybe some hybrid events, maybe paid webinars – great. On the other hand, I know it’s a proven tool, so if I already have some experience, I can easily switch to ClickMeeting and scale my events so there are more participants, more stability, with better quality,” explains Krzysztof Marzec. “A big problem with other tools is that you’re one of hundreds of clients there and before you get to know it well, you’ll waste a lot of time. At ClickMeeting, it’s a bit the opposite. You can count on a demo, onboarding. You’ll be guided through the entire platform, and then you focus on the most important thing, which is the substance of your webinars,” adds the DevaGroup CEO.
ClickMeeting: A Reliable Partner in Development
We proudly support DevaGroup’s online events. The agency also received badges that went to the most effective event creators on ClickMeeting.
And what do the experts think about our cooperation?
“ClickMeeting is a tool worth recommending and a good partner in webinar activities. Working together for 4 years, I know that you can always count on your support and help in all matters requiring improvement,” summarizes Krzysztof Marzec.
The agency particularly appreciates the continuous development of the platform and the introduction of new features that streamline the organization and conduct of webinars:
“Changes are constantly being introduced in the tool aimed at improving its operation. Therefore, if you don’t look at it for a longer time, when you open it again you may be surprised by the number of introduced changes or new features,” notes Kamil Leśniak.
“As DevaGroup, we highly recommend the ClickMeeting tool for niche activities. We operate in SEM and SEO, but we also try to expand our activities to e-commerce and other areas. We definitely recommend ClickMeeting for creating webinars, whether automated or on-demand, but additionally also build a community through ClickMeeting – this is really something we’ve convinced ourselves of firsthand,” the experts summarize.
Want to Grow? Create Webinars!
The story of DevaGroup’s cooperation with ClickMeeting shows how effectively webinars can be used in a company’s marketing and educational strategy. Key conclusions from this case study are:
- Consistency and cyclicality build community: DevaGroup’s regular webinar series allowed building a loyal audience of experts wanting to develop and seeking valuable knowledge.
- Content quality is a priority: high substance and practical knowledge are the foundation of webinar success, but also the foundation of every strong brand.
- Webinars work in every industry: DevaGroup proves that even technical and specialized topics can attract large audiences (even 2,000 people for a niche topic!).
- Feedback helps in continuous improvement: systematic collection of participant opinions is key to development. Surveys in ClickMeeting make this much easier.
- Webinars can be the foundation of an educational business: from free events you can smoothly transition to paid ones. Substance is the foundation!
- Online format often surpasses in-person events in quality: access to recordings, ability to review material, time savings and travel costs make participants able to absorb knowledge even better.
- Webinars are an excellent tool for building personal brand and employer branding: clients come with a sense that they already know the company and its experts.
- Scaling is key: the ability to smoothly transition from 15 to 500 participants without technical stress opens new development opportunities.
DevaGroup experts are of course still intensively developing their webinar activities. In 2026, the 9th and 10th series of the “Let’s Talk About Marketing” cycle will be completed, as well as warm-up webinars before semKRK workshop#2 (in March) and before semKRK#24 BIG (in May).
We invite you to follow the page https://www.devagroup.pl/darmowe-webinary. You’ll find announcements of upcoming events and recordings of those that have already taken place.
And if you want to join the group of experts who share knowledge and earn through webinars, simply create a free ClickMeeting account and test our platform in practice!
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