Łukasz Kosuniak is one of the most recognizable B2B marketers in the Polish market. For over 20 years, he’s been teaching entrepreneurs how to acquire customers and increase profits. And he does it using webinars.
This is the story of an expert for whom ClickMeeting has become an essential work tool – as vital as a taxi is to a taxi driver. Let’s explore it together!
Table of Contents
Key Takeaways
- Over 20 years with webinars – Łukasz Kosuniak conducted his first webinar back in 2003. He’s one of the pioneers of webinar marketing in our market.
- Multiple webinars per week – as a micro-business, he and his wife organize regular events attended by anywhere from dozens to hundreds of people
- Webinars are the foundation, not an add-on – for Business Marketer company, webinars are the primary tool for B2B market education, lead generation, and selling paid training courses
- Earns in two ways: indirectly (webinars attract clients to consulting services) and directly (ticketed online courses with automated invoicing)
- One webinar, multiple uses – the announcement builds expert positioning, the event generates conversions, and the recording returns in subsequent marketing activities
- Automation is key – with dozens of transactions per month, the system automatically generates invoices and accounting documents
- Stability matters more than flashy features – after a painful experience with a certain platform (800 people waiting, and the link didn’t work), Łukasz Kosuniak knows that “you either show up, or you don’t exist”.
Over 20 Years of Building Business with Webinars
I run a consulting firm called Business Marketer. It’s a small company that my wife and I run together. We help clients acquire business customers – B2B marketing – using webinars and content marketing, among other methods.
Łukasz Kosuniak is a marketing consultant specializing in the B2B sector. As the founder of Business Marketer, he has been helping clients effectively acquire new business contacts for years. His approach combines strategic thinking with practical use of modern online communication tools.
Łukasz Kosuniak, B2B Marketing Expert
Łukasz Kosuniak was one of the first experts in Poland to recognize the enormous marketing and sales potential of webinars.
– If I remember correctly, I organized my first webinar around 2003 – not 2023, but 2003, over 20 years ago. I remember once sharing this on YouTube and getting a comment telling me not to lie because it wasn’t true – there was no internet back then – recalls the founder of Business Marketer.
The internet certainly existed – perhaps a bit “black and white,” but it was there. More importantly, this story reveals something crucial: webinars aren’t a fad or a temporary trend. They’re a tool that, despite more than two decades passing and new technologies emerging, still works brilliantly.
– Webinars simply fulfill their purpose. They’re designed for interaction, for in-depth knowledge transfer, and for controlling who we’re actually meeting with. And that’s exactly why these tools continue to evolve and continue to be used – states Łukasz Kosuniak.
Why Webinars? The Need to Educate the B2B Market
In B2B marketing, which is Łukasz’s focus, client education is the absolute foundation of building business relationships. And the market is full of misconceptions and outdated myths.
– In B2B marketing, there’s still a mass of things that no longer work, lots of different misconceptions. So I often deal with explaining what works and what doesn’t. These aren’t always very simple messages – states the expert.
For small consulting firms like Business Marketer, breaking through to potential clients’ awareness is a huge challenge. One of the best tools for this goal is precisely educating the market – and webinars are ideal for this.
– A webinar is a tool that allows you to focus on a specific issue and work through it in depth – he adds.
What Do Webinars Deliver in Practice?
Why does an expert with over 20 years of experience still rely on webinars? Because they work in practice – and not just as a way to share knowledge. Here are the concrete benefits Łukasz Kosuniak achieves through regular online events.
Direct Contact with Specific People
– For me, a webinar is a way to reach a specific group of clients in a very targeted but also in-depth manner. From my business perspective, it’s very important to educate them before they make a purchasing decision – states Łukasz Kosuniak.
A webinar combines audio, video, interaction, and the ability to place call-to-action buttons. These are all the elements needed for effective communication. What’s more, it provides live feedback:
– During the webinar, you get feedback in real-time because it’s an online meeting enhanced with all these interaction tools. I really value this type of meeting because I can better explain, show, present, get feedback – comments, questions – and additionally collect quite a lot of data from surveys, registration forms, and forms before and after the event – the expert adds.
The Foundation of a Communication System
A webinar isn’t just a single event. Above all, it’s a very broad platform for communicating with audiences. The relationship begins long before the webinar starts and can continue for a very long time.
– For me, a webinar is the foundation of my communication system with clients. We’re already communicating before the webinar by announcing a topic. This is very important because it sends a message to the audience that I know something about this subject – reveals Łukasz Kosuniak.
Then, of course, there’s the webinar itself, which provides ideal contact with audiences. And what happens after the webinar?
– Some participants convert during the webinar itself. Someone clicks, for example, a call-to-action button, signaling that they belong to the group of potential clients worth investing more effort in. But we also use the content after the webinar through recycling. For me, it’s a foundation from which I draw repeatedly. I don’t have to create content from scratch – I maintain consistency – summarizes Łukasz Kosuniak.
A Tool for Making Money
Webinars in Łukasz Kosuniak’s strategy serve both indirect and direct revenue generation. – On one hand, webinars attract people who then become leads, and some of them buy my consulting or training services – states the expert. But that’s not all: – I also organize paid webinars, online courses where I simply share knowledge, and they’re ticketed. ClickMeeting handles transactions comprehensively – from invoices to issuing various documents needed to settle them – he summarizes.
Scale and Frequency: Multiple Webinars Per Week
Despite its small size, Business Marketer company organizes a truly impressive number of online events. – As a micro-business, we often organize several webinars per month, sometimes even several per week. Anywhere from dozens to hundreds of people attend – states Łukasz Kosuniak.
Interestingly, organizing webinars frequently isn’t burdensome. Quite the opposite. – That’s the beauty of webinars, especially when you repeat certain activities. The organizational part becomes very simple at some point. You just turn it on, materials are loaded, you launch. This cost-to-effect ratio is incredibly attractive – it simply pays off very well – he summarizes.
Especially from the perspective of companies with limited resources, webinars provide easy organization and large reach.
Why ClickMeeting? A Decision Based on Experience
Łukasz Kosuniak uses various webinar tools, so he knows the offerings and standards of many platforms very well. – I’m invited to various webinars organized on different tools. I have to say, my choice of ClickMeeting from a few years ago still holds up – states the marketer.
One significant difference is the call-to-action feature, widely used by marketers, salespeople, and entrepreneurs. – It’s a specific, manageable button that can be used repeatedly. Other producers somehow didn’t think of this being important. From practice, I know it’s extremely important – says Łukasz Kosuniak.
For an expert dealing with B2B client acquisition, the call-to-action button is a key element of lead generation and sales. It’s the point where interest transforms into concrete action.
Polish Technical Support: Priceless When Every Minute Counts
– Especially at the beginning, Polish technical support was important to me. A webinar is a here-and-now tool – I have it in an hour, I can’t wait a week for an email response. The fact that I can write to someone and get help from a person here and now – that takes a lot of stress off me – he adds.
This ClickMeeting feature is particularly important for people just starting their webinar journey. When you’re organizing an online event, there’s no room for long waits for technical help. And our experts respond instantly. The average chat response time is just 30 seconds.
Stability – Something You Don’t Appreciate Until It’s Gone
Stability of digital platforms is like health in Kochanowski’s poem – no one knows how it tastes until it spoils. For Łukasz Kosuniak, ClickMeeting is one of the most important work tools. No wonder he expects simply stable and problem-free operation.
– The tool should be predictable. It should work when I turn it on and do the job it’s designed for. I have to say, I’ve never had a situation where I was disappointed with the stability and quality of this technology, but with other producers, such adventures have happened to me – states Łukasz Kosuniak.
A Crisis Successfully Averted Thanks to ClickMeeting
How important is platform reliability? Without it, even the most impressive features cease to make sense. This is best illustrated by a very troublesome story Łukasz Kosuniak had to face at the start of the pandemic.
– I designed a webinar about webinars. I was using a different tool than ClickMeeting, and it turned out it simply didn’t work, and 800 people had registered for the event. There’s no worse situation than a webinar where you’re teaching about webinars and your webinar doesn’t work – tells Łukasz Kosuniak. – I rescued myself with ClickMeeting. Fortunately, I had a license and sent the link to those registered. The whole thing took about 5 minutes – he adds.
The conclusions are obvious: – That’s the difference for me – you might be missing some minor features, but you must be certain that this tool will work when it’s most needed. A webinar is an online meeting. From the participant’s perspective, you either show up or you don’t exist. There’s nothing in between, so this tool must be very stable – summarizes Łukasz Kosuniak.
Payment Automation – Another Streamlining Feature
If you create paid webinars and online courses, you need to handle not only their promotion and actual ticket sales but also transaction settlements. Doing this manually is tedious and obviously increases the risk of errors. But a good webinar platform will support you in this area too. – In ClickMeeting’s case, it’s well-organized technically. I can issue invoices automatically, which, contrary to appearances, is very important because with dozens of such transactions, you need to maintain order: to pay taxes, to issue invoices on time, not to do it manually. Automation is really very useful here – states Łukasz Kosuniak.
Check If Webinars Are Right for You!
Łukasz Kosuniak shows how to effectively use webinars in marketing and sales strategy. – If you want to effectively acquire B2B clients, I highly recommend webinars. And if you want to organize these webinars efficiently and effectively, I highly recommend ClickMeeting – he summarizes.
Want to see how webinars can transform your business? Test ClickMeeting for free and discover why experts have been choosing this form of client communication for over 20 years.
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