In the competitive market of marketing agencies, 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, has combined these elements into a coherent educational strategy, with webinars organized through ClickMeeting becoming its 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 dozens of participants to webinars attracting hundreds of interested people 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. Its portfolio includes over a thousand clients, excellent references, and numerous awards and distinctions. The agency specializes in search engine marketing (SEM), search engine optimization (SEO), Google Ads campaigns, as well as advanced internet analytics using Google Analytics.
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 representatives, and business owners. In Warsaw, DevaGroup runs a sister conference called semWAW.
The agency’s professionalism and high-quality services are confirmed by its prestigious Google Premier Partner status.
Webinar Transformation: From In-Person Training to Online Events
The beginnings of DevaGroup’s webinar activities date back to the COVID-19 pandemic period, although the team has significantly longer experience in creating valuable educational content and sharing knowledge.
“In the past, we organized webinars exclusively with partners. For many years, I trained offline and online as part of the Google Partners Academy. We had experience in building substantive content, but for our own initiatives, the in-person meeting format was winning. Until a certain point,” recalls Krzysztof Marzec, CEO of DevaGroup.
The turning point came when it became impossible to organize the semKRK conference in-person. The team faced a challenge: abandon the event or move it to the virtual world? They chose the second option, which turned out to be spot on.
“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,” adds Kamil Leśniak, Event & Marketing Manager at DevaGroup.
How was it? Really great. You can find a full report of this event on the DevaGroup blog.
This decision initiated a real digital transformation in DevaGroup’s educational activities. Webinars, which were initially intended to be a temporary solution, became a strategic tool for building community and sharing knowledge.
From Individual Webinars to a Coherent 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: 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 audience – 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, real estate development, e-commerce, advertising, or wedding. In 2021, the first recurring series “Google for e-commerce” and “Google for business” started. It was then that DevaGroup decided to partner with ClickMeeting, which opened up 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)bookish conversations” and “Let’s talk about marketing.” The latter turned out to be a real hit and became DevaGroup’s flagship format that continues to this day.
In 2022, DevaGroup also organized specialized webinars dedicated to Google Analytics 4, which proved to be a huge success: “This was a time when the Google Analytics Universal tool was changing to Google Analytics 4. Specialists were hungry for knowledge, and we possessed that knowledge, so these webinars broke popularity records,” explains Kamil Leśniak.
Over time, DevaGroup’s webinar offering evolved, including:
- Industry-specific 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
ClickMeeting: An Excellent Tool for Implementing a Webinar Strategy
DevaGroup uses ClickMeeting as the primary tool for organizing online events. The Automated 1000 package allows for comprehensive webinar implementation: 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 rooms for webinars
- Recording meetings in video format
- Automatic publication of recordings on YouTube
- Broadcasting events on Facebook and LinkedIn
- Issuing certificates to participants
- Integration with Zapier (to streamline registration)
- Detailed reports and statistics
“The excellent ClickMeeting support, which responds literally in a minute, is also a great help, as well as the webinars they organize, which I try to participate in and draw conclusions from,” emphasizes Kamil Leśniak.
Breaking Barriers and Solving Problems
Organizing online events presented DevaGroup with an opportunity to overcome numerous challenges, such as logistical or geographical limitations.
“I remember Krzysztof’s joy when 50 participants showed up at one of the first webinars. He mentioned then that in the past, to speak to 50 people, he had to travel from Krakow to Poznań, for example, losing a lot of time on the journey. Thanks to ClickMeeting, sitting at home, he could appear online for 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 DevaGroup to continue its educational and event activities:
“If it weren’t for the online version, we wouldn’t have had any events during the pandemic period, but this way we managed to organize as many as 3 conferences in the online version, maintaining contact with the community and providing valuable knowledge,” adds Kamil.
Two online versions of the semKRK conference, which enjoys enormous renown in the internet marketing industry in Poland, were also held through ClickMeeting.
You can find all free webinars conducted by DevaGroup at devagroup.pl/darmowe-webinary
From Free Webinars to Paid Events
The transition from free to paid events presented another challenge for DevaGroup. The concern that offering high-quality content for free might make it difficult to sell paid events, however, proved unfounded.
“This has always been and is a challenge for us, because by providing great content for free, we worried 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 the first one, in this new format for us,” adds Kamil Leśniak.
Currently, DevaGroup’s workshops take place exclusively online, which increases their accessibility for people who cannot participate in in-person conferences. 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?
Impressive Results of Webinar Activities
DevaGroup’s webinar strategy brings excellent results, best illustrated by the numbers:
- Average number of registered participants per webinar in 2024: 242 people
- Average number of active participants in webinars in 2024: 170 people
- Record number of registered participants for a webinar: 2,006 people
- Average rating of webinars with ClickMeeting: 5/5
- Percentage of participants who would recommend DevaGroup webinars: 98%
This is a huge progress compared to the beginning, when webinars gathered 20-25 participants.
Today, example event statistics look like this:
And here are the general statistics of events organized by the agency:
Participant Feedback Allows for Growth
DevaGroup places great importance on collecting and analyzing participant opinions, which helps in the continuous improvement of webinars.
“We always survey webinars at the end of their duration. For workshops, we do this after each presenter’s speech 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.
The surveys include questions about:
- Overall webinar rating on a scale from 1 to 5
- Evaluation of each presentation individually
- What was particularly valuable
- Overall assessment of the webinar
- What needs improvement
- How the participant learned about the webinar
- What topics should be covered in future webinars
Such comprehensive feedback allows for continuous improvement of formats and adaptation of topics to the needs and expectations of participants. This is a valuable tip for all event organizers who simply want to get better at what they do.
ClickMeeting: A Reliable Partner in Development
We proudly support DevaGroup’s online events. The agency has 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 for webinar activities. Working together for 4 years, I know that you can always count on your support and help with any issues that need improvement,” summarizes Krzysztof Marzec.
The agency especially 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 to the tool to improve its operation. So if you haven’t looked at it for a long time, when you start it up again, you may be surprised by the number of changes or new features introduced,” notes Kamil Leśniak.
Want to Grow? Create Webinars!
The story of DevaGroup’s collaboration with ClickMeeting shows how effectively webinars can be used in a company’s marketing and educational strategy. The key conclusions from this case study are:
- Systematic and cyclical approach builds community: DevaGroup’s regular webinar series allowed for building a loyal audience of experts wanting to develop and seeking valuable knowledge.
- Content quality is a priority: high merit and practical knowledge are the basis for the success of webinars, but also the foundation of any strong brand.
- Webinars work in every industry: DevaGroup proves that even technical and specialized topics can attract a large audience.
- Feedback helps in continuous improvement: systematically collecting opinions from participants is the key to development. And 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. Content quality is the basis!
DevaGroup experts, of course, continue to intensively develop their webinar activities. In 2025, the 7th and 8th series of the “Let’s talk about marketing” cycle and other projects will be implemented. We invite you to follow the website https://www.devagroup.pl/darmowe-webinary. You will 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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