# Gilles Bertaux

Gilles Bertaux shares lessons from building Livestorm, a webinar platform, including how to grow through educational webinars, stand out in a crowded market, and rethink pricing.

- Profile: https://b2binfluencer.marketing/creators/gilles-bertaux/
- LinkedIn: https://www.linkedin.com/in/gillesbertaux
- LinkedIn followers: 8,929
- Topics: artificial-intelligence, b2b-marketing, demand-generation, b2b-saas
- Based on 12 dated posts, latest 2026-10-07

## Summary

Useful for B2B SaaS webinar growth, pricing, positioning, and post-event lead routing insights.

- Best for: B2B SaaS marketing, demand-gen, or go-to-market campaigns needing webinar and pricing content.
- Not for: Paid LinkedIn carousel or short-video packages for security engineers with guaranteed metrics.
- Check first: Confirm LinkedIn follower demographics and recent brand-partner campaign results before committing.

### Takeaways

- A European bank grew from about 3,000 to nearly 18,000 contacts per quarter with weekly webinars.
- Livestorm moved to attendee-based pricing: one attendee equals one credit, internal team members free.
- Competition framework compares product, distribution, pricing, and services, using Microsoft Teams to explain specialization.

## Main ideas

- **Price for actual use, not seats or registrations**: Bertaux argues that per-host, per-license and per-registrant pricing breaks down in practice: every new team member needs a license, campaigns hit registrant caps, and buyers pay for people who never attend. The billing unit, in this view, is part of product positioning, not an accounting detail: customers should pay for what they actually consume. Livestorm's answer is attendee-based pricing, with one attendee equaling one credit, no monthly quotas and free internal use for trainings, dry runs and tests.
- **Compete where incumbents are weak, and specialize**: Bertaux starts with ambition: a €10M–€50M company can grow fast in under-served niches, while a €1B goal is a long game that requires clearer differentiation. From there, map competitors on the dimensions buyers weigh—product value, distribution, pricing and service quality (brand in some industries)—and look for the dimension nobody covers well. Differentiation comes from specialization: a strong opinion about what a product for a specific segment or platform should do, sharpened repeatedly, because "positioning is like cost cutting, you'll always find excess."
- **Build a webinar system, not a run of events**: In a customer story, Bertaux describes webinar-led growth in two phases: first prove an educational format that fits the company's positioning, then build the operating model around it. That means a recurring editorial rhythm, often planned by quarter; a small core team; and follow-up wired into CRM flows and event-based nurturing. The emphasis is on treating webinars as a recurring growth system, not one-off events.
- **Keep working the webinar after it ends**: Bertaux advises planning webinar formats, metrics and distribution around what happens after registration: mix live, on-demand and short clips for social and newsletters; measure a few things well rather than everything; and keep distributing through nurture, account-based marketing, help content and sales enablement.
- **Run event operations and handoffs through AI assistants**: Bertaux describes making Livestorm operable through AI assistants using natural language. An assistant can set up and manage a session, register partner audiences and monitor attendance before an event, then produce post-event summaries and route leads. The point is not to expose more data but to join systems so the handoff to sales happens without opening a dashboard.

## Work to read

- [How Livestorm chose a fight in a saturated market: ambition, competitor blind spots, and specialization](https://www.linkedin.com/posts/gillesbertaux_unsolicited-advice-on-dealing-with-competition-activity-7345707767862583298-VGBI)
- [A bank grew from 3,000 to nearly 18,000 contacts per quarter with weekly webinars](https://www.linkedin.com/posts/gillesbertaux_livestorm-helped-a-leading-european-bank-activity-7353317966228135940-FzHg)
- [Why Livestorm moved to attendee-based pricing](https://www.linkedin.com/posts/gillesbertaux_livestorm-is-killing-per-seat-pricing-again-activity-7430174470235136001-CkwB)
- [Livestorm MCP: running post-webinar follow-up through AI assistants](https://www.linkedin.com/posts/gillesbertaux_couple-weeks-ago-benoit-ran-a-co-marketing-activity-7429449687725858817-y_aU)
- [Repurposing webinars across the lead journey: Paris panel and e-book](https://www.linkedin.com/posts/gillesbertaux_60-marketers-4-experts-and-one-simple-question-activity-7379791923718287360-OAAp)

## Brand relationships

- **Livestorm** (employment)
- **HubSpot** (disclosed_partnership)
- **Salesforce** (mention)

## Partnerships

None of the posts describes a sponsorship offer, rate card, media kit, or partnership inquiry route, so no paid-format package is publicly described. The posts instead show partnership activity run by Livestorm, not offers made by Gilles Bertaux to outside brands. The clearest example is a co-marketing webinar with HubSpot that passed 500 registrations: Livestorm registered partner audiences in bulk, tracked attendance, matched leads to CRM owners, and pushed a recap to a sales channel. Bertaux's public writing also uses named customer programmes as proof points, such as a European bank that grew from 3,000 to about 18,000 contacts per quarter by running weekly educational webinars. For a thought-leadership plan, propose collaboration rather than assume a packaged offer, and negotiate scope, audience access, and follow-up workflow. Ask whether they accept sponsorships.

## Alternatives

- Mythri M.: Choose Mythri for a campaign on making individual webinars more useful and engaging for attendees. In a post about a Hoppier webinar, Mythri recommends starting from the audience’s perspective, adding interaction, and giving attendees three clear takeaways. The post reports that 88% of attendees stayed to the end. Mythri is a closer fit than Gilles Bertaux when the goal is to improve the webinar experience rather than build a repeatable webinar-growth program.
- Olga Bondareva: Choose Olga for a broader B2B trust or content-strategy campaign. Olga groups trust-building approaches into relationships, owned authority, and borrowed authority, spanning social selling, community, thought leadership, partnerships, and PR. A separate post gathers practitioners’ views on making content useful to buyers and sales teams. Together, these ideas offer a wider brand-building frame than Bertaux’s focus on webinars and their commercial mechanics.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/