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.
Gilles Bertaux shares lessons from building Livestorm, a webinar platform.
Their posts connect practical webinar growth with broader questions about positioning, pricing, and how teams use event data.
One detailed case describes a European bank growing from about 3,000 to nearly 18,000 contacts per quarter through recurring educational webinars, supported by a two-person core team and CRM nurturing.
Other posts explain Livestorm’s attendee-based pricing and its use of AI assistants to support webinar operations and follow-up.
Bertaux makes business arguments tangible by showing the decisions and operating details behind them.
Their competition framework compares product, distribution, pricing, and services, then uses Livestorm’s position against Microsoft Teams to explain why specialization can matter more than trying to match an incumbent everywhere.
In the bank case, they give the webinar cadence, team size, subject matter, and progression from education to product and lead-generation events.
Their posts also show a commercial perspective: the pricing and AI examples describe Livestorm’s own product choices, while their repurposing advice links live events to on-demand viewing, short clips, nurture, ABM, and sales enablement.
Readers interested in B2B webinar strategy can follow for specific examples of how those choices fit together.
Gilles Bertaux writes from inside Livestorm, a webinar platform.
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The posts return to a handful of arguments: billing should match what customers actually use; a challenger can beat an incumbent by targeting the gap it leaves; webinars pay off as a repeatable program, not a run of events; and repurposing and follow-up carry as much value as the live hour.
The reasoning draws mainly on Livestorm's own choices and one detailed customer story, rather than independent research.
For buying decisions, ask for independent evidence of the results.
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.
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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.
The post cites customers paying for 3,000 "contacts" when only 1,200 people attended, and marketing leaders spending hours explaining to a CFO why they were charged for their own team members. It frames the claim as a market-first: no-shows cost nothing, there are no admin seats or unused licenses, and team members are free.
The headline, "Livestorm is killing per-seat pricing.
Again.", frames this as a repeated move, not a single launch.
The post says earlier models were all tested before the change.
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.
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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."
Microsoft Teams was, in the post's words, dominant on pricing and distribution, leaving product and service experience as the gap Livestorm attacked.
The company leaned into a more premium position that only works if it is specific.
Bertaux's hypothetical is a lightweight CRM for a chosen segment or platform rather than "the next Salesforce," and the post cites Simo Lemhandez and the folk team as an example of that positioning.
The post notes that ambition and luck both mattered, but presents ambition as the constraint that kept the positioning choices coherent.
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.
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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.
A European bank started in early 2023 at about 3,000 contacts per quarter, hosting mostly macroeconomic and market-insight sessions such as "Quarterly Market Scenarios" and "Facing Global Shocks: Winners & Losers in Emerging Markets."
By early 2024, it ran close to one webinar a week with a core team of two people.
The post reports output climbing through 11k and 14k to nearly 18,000 contacts per quarter.
It says the model has worked across industries when done well, presenting the bank case as illustrative rather than unique.
Later stages add product-focused webinars for customer education and direct lead-generation events tied to sales, shifting from the deliberately non-salesy formats that started the program.
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.
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At a Paris breakfast with 60 marketers and four experts launching an e-book, repurposing drew the most debate, according to Bertaux.
The post records quick takes on channel mix, metrics such as watch time, clicks to demo and replays consumed, and continued distribution.
It also points to AI features that turn webinar transcripts into content pieces, framing them as a way to make one marketer a "one-person marketing army."
Run event operations and handoffs through AI assistants
Bertaux describes making Livestorm operable through AI assistants using natural language.
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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.
After a co-marketing webinar with HubSpot, run by a colleague, Benoit, and attended by 500+ registrants, agents joined Livestorm, HubSpot and Salesforce data to generate a lead prioritization report, push a formatted recap to Slack for sales, and match leads to owners.
The output is described as a sales-ready table with hot, warm and cold buckets, scoring reasons such as number of chats, buying-committee signals when several attendees come from one company, account owners, and suggested actions like scheduling a demo or sending pricing.
Bertaux says they run this from text interfaces including ChatGPT, Claude and Cursor, and positions Livestorm as the first webinar platform with an MCP interface.
Shows how a smaller SaaS company can compete when incumbents dominate distribution and pricing, and offers the clearest account of Bertaux’s operating logic.
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Bertaux argues that a company’s ambition sets the competitive game: a €10M–€50M company can win in under-served niches, while a €1B goal requires clearer differentiation.
They map competitors across product, distribution, pricing, and services, noting that Microsoft Teams dominated pricing and distribution while product and service experience remained gaps.
The practical move is specialization: develop a strong opinion about what X for Y should do, such as a lightweight CRM for a specific segment or platform, rather than trying to out-Salesforce Salesforce.
For brands planning a campaign
A thought-leadership partnership can use this framework to help webinar buyers compare incumbents with a challenger on service experience and niche fit, rather than repeat generic product claims.
Shows how Bertaux’s webinar-growth argument works in practice, with the cadence, team size, and content choices to help newcomers judge whether the model is practical.
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The case starts in early 2023 at about 3,000 contacts per quarter and reaches nearly 18,000.
Growth came from weekly educational webinars on macroeconomic trends, market insights, and investment outlooks, including “Quarterly Market Scenarios,” “Facing Global Shocks: Winners & Losers in Emerging Markets,” and “How Your Investment Portfolio Becomes a Performance Driver.”
By early 2024, the bank hosted almost one webinar per week, with four to five sessions per month, run by a core team of two people and connected to CRM flows and event-based nurturing.
Later formats included financial results, product education, and direct lead-gen events.
For brands planning a campaign
For a webinar platform co-marketing program, this is a credible anchor case for demand-gen content. Its specific cadence, team size, and content types support a practical playbook rather than a vague customer story.
Explains the pricing pain Bertaux believes webinar buyers feel and why pricing-model design is part of the company’s differentiation.
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Bertaux argues that per-host, per-license, and per-registrant pricing break down when every team member needs a license, campaigns hit registrant caps, and buyers pay for no-shows.
The post cites customers paying for 3,000 contacts when only 1,200 attended.
Livestorm’s alternative is attendee-based pricing: one attendee equals one credit, with no monthly quotas, no charge for no-shows, no admin seats or unused licenses, and free internal team members for trainings, dry runs, and tests.
They call it a market-first differentiation.
For brands planning a campaign
Partnership content could compare pricing models or explain total cost for CFOs. The argument is concrete enough for sales enablement or a joint webinar for a finance/RevOps audience.
Shows Bertaux’s current product bet: making webinar data actionable through AI assistants, a useful signal for anyone evaluating where webinar operations are heading.
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After a co-marketing webinar with HubSpot drew more than 500 registrations, Bertaux describes using Livestorm MCP to work the pipeline without opening a dashboard.
Agents could create and manage the session, bulk-register partner audiences, and monitor attendance before the event.
Afterward, they generated a lead prioritization report, sent a formatted recap to Slack for sales, matched leads to owners in CRM, and triggered next steps by joining Livestorm, HubSpot, and Salesforce data.
The output was a sales-ready table with hot/warm/cold scores, reasons based on chat counts, buying-committee signals from multiple attendees at the same company, account/lead owners, and suggested actions such as scheduling a demo or sending pricing.
Bertaux says this works through text interfaces including ChatGPT, Claude, and Cursor, and positions Livestorm as the first webinar platform with an MCP interface.
For brands planning a campaign
A co-marketing campaign could focus on AI-assisted webinar operations. A joint piece with a CRM or AI vendor could walk through lead scoring, routing, and follow-up, using this MCP process as a concrete example.
Offers a compact view of Bertaux’s practical advice on content distribution and the formats Livestorm is investing in, showing newcomers how they teach as well as what they sell.
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Bertaux describes a Paris breakfast with 60 marketers and four experts to launch an e-book, where repurposing sparked the liveliest discussion.
The takeaways: mix live, on-demand, and short clips for social and newsletters; measure a small set of metrics well, including watch time, clicks to demo, and replays consumed; and keep distributing through nurture, ABM, help center, and sales enablement.
The post also notes recent AI features that turn webinar transcripts into content pieces and promises more, with the goal of making one marketer a one-person marketing army.
For brands planning a campaign
A partnership could include a repurposing checklist or workshop. The specific distribution channels and metrics make the advice easy to adapt into co-marketing content with marketing ops or ABM platforms.
Bertaux’s approach to a crowded market starts with ambition: the company’s target shapes its product, brand and go-to-market choices.
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They suggest comparing competitors across product, distribution, pricing and services, then looking for the gap they leave open.
In their example, Microsoft Teams was strong on price and distribution, so Livestorm focused on product and service experience.
The practical conclusion: choose an underserved segment, form a clear view of what it needs, and keep refining the position.
Set an ambition, map competitors across the dimensions buyers care about, and specialize where their offer is weakest.
For brands planning a campaign
A useful basis for a partner discussion or co-marketing piece on category positioning: it offers a concrete comparison framework rather than generic advice to stand out.
In a customer story, Bertaux describes a European bank using weekly educational webinars on market trends and investment outlooks.
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The post says the bank grew from about 3,000 to nearly 18,000 contacts per quarter.
Once the format showed traction, the program added a quarterly editorial rhythm, a two-person operating team and CRM-connected follow-up.
The emphasis is on making webinars a consistent program—not a string of isolated events—and expanding into customer education and sales-linked formats over time.
Test an educational format, then build a recurring calendar, clear ownership and follow-up into the operating model.
For brands planning a campaign
A strong fit for content aimed at webinar program owners. The phased story can help partners discuss how to move from a pilot to a repeatable program.
Bertaux recommends reusing webinar sessions across live, on-demand and short-form formats; tracking a small set of measures such as watch time, demo clicks and replay views; and continuing distribution through nurture, account-based marketing, help content and sales enablement.
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At a panel of 60 marketers, they said repurposing prompted the most debate.
Plan the formats, measures and distribution channels around the audience’s journey after registration—not just the live session.
For brands planning a campaign
Useful for lifecycle-marketing content that helps teams get more value from an event after it ends, with specific channels and metrics to make the discussion practical.
Bertaux argues that seat- and registration-based pricing can charge for unused licenses, capped registrations or people who never attend.
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They contrast those models with Livestorm’s attendee-based approach, where one attendee uses one credit and internal team members are free. The argument connects pricing to product positioning: the billing unit should reflect what the customer actually uses.
Compare pricing models against actual usage, and make the trade-offs clear to buyers and finance teams.
For brands planning a campaign
A fit for a considered discussion of SaaS pricing and buyer experience. Frame it as a clear point of view rather than neutral market research.
Using AI assistants to connect webinar operations and follow-up
Bertaux describes a workflow in which AI assistants help manage an event and its follow-up: registering partner audiences, monitoring attendance, summarizing leads, and routing next steps to sales.
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In the example, the team joined data from Livestorm, HubSpot and Salesforce to produce lead priorities, buying-committee signals and suggested actions. The idea is to make event operations and handoffs accessible through a text interface instead of separate dashboard tasks.
Connect event, marketing and CRM data so an assistant can support both event setup and post-event lead routing.
For brands planning a campaign
A relevant angle for B2B marketing and sales teams exploring automation across event workflows. The example makes the potential handoff concrete; ask for implementation details and verification.
Gilles Bertaux's posts center on Livestorm, the webinar platform they build with co-founders, and read as first-hand operator accounts rather than paid placements.
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The only named external company with a working relationship described is HubSpot, through a co-marketing webinar. Other company names appear as product integrations or competitors they analyze, not as partners.
Livestorm
Employment
Bertaux writes about Livestorm in the first person as the company Bertaux is helping build: Bertaux refers to "my co-founders and I" weighing strategy against competitors, to "our team" shipping new features, and to "what we did with Livestorm."
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Bertaux's posts cover the company's positioning in a crowded webinar market, its MCP interface for running events through AI assistants, and its move to attendee-based pricing.
One post presents a Livestorm customer case study — an unnamed leading European bank that scaled from roughly 3,000 to 18,000 contacts per quarter using weekly educational webinars.
The posts do not state Bertaux's exact title or the size of Bertaux's stake.
In the same post on Livestorm's MCP interface, Bertaux says the assistants joined data across Livestorm, HubSpot and Salesforce, matching leads to owners in the CRM to trigger next steps.
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Salesforce appears as an integrated system in the workflow, not as a stated partnership.
Gilles Bertaux's posts read like a working notebook from inside a webinar platform.
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Start with the European bank customer story, which shows how an educational webinar format became a repeatable demand system, then move to the attendee-based pricing argument and the AI-assisted event workflow for more product-specific views.
The recurring questions are practical: where a challenger should compete, what a webinar should be worth after the live session ends, and how pricing and operations should match actual use.
The posts argue from Livestorm's own choices and a detailed customer example, making them useful as operating opinions to compare against your own.
Bondareva lays out trust-building mechanics across relationships, authority and borrowed authority, and interviews practitioners about what makes content work. Bertaux uses numbered frameworks and concrete examples to make the case for Livestorm's positioning, pricing and webinar programs.
Bondareva focuses on channel and authority-building tactics, including social selling, community, analyst relations and practitioner interviews. Bertaux stays closer to a SaaS company's operating choices: what to build, how to price it and how to run webinars as a growth system.
Both write tactical advice on webinars and B2B demand generation, drawing on their own execution experience.
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Mythri describes hosting a webinar and reports attendance and engagement numbers; Bertaux describes Livestorm's customer webinar programs and product decisions.
Mythri offers a practitioner's checklist for webinar quality and LinkedIn feed management. Bertaux takes a platform builder's view of category positioning, attendee-based pricing and AI-assisted event operations.
Both explore AI applications in B2B marketing and sales operations with implementation detail.
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Pasha describes building and testing a HubSpot agent to classify IT posture, including a wrong first result and a corrective rule; Bertaux describes using AI assistants to connect webinar, CRM and sales data.
Pasha focuses on HubSpot agent design, data-agent use cases and credit economics for account research. Bertaux focuses on webinar operations, pricing and product strategy for a webinar platform.
The only measured audience figure published in Gilles Bertaux’s posts is their LinkedIn following: 8,929 followers, observed 9 October 2026.
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That places the decision at the platform level: this is a single-channel, owned-audience partnership on LinkedIn, not a multi-platform buy.
Audience fit has to be assessed from content appeal.
Their posts are written for people who run webinar and demand-generation programs: marketing leads explaining registrant and licence costs to a CFO, teams wiring webinars into CRM nurturing, and operations people triaging leads after an event.
The posts also cover founder-level strategy topics, including positioning against Microsoft Teams, choosing an attendee-based pricing model, and running a co-marketing webinar with HubSpot.
Buyers seeking B2B SaaS marketing, demand-gen, and go-to-market readers have clear topical alignment.
The content does not indicate fit for buyers seeking procurement, finance, or developer audiences.
The key information to request before committing to a thought-leadership partnership is LinkedIn follower or post-viewer demographics, including location, age, gender, employer, job function, and seniority, plus results from a recent campaign involving a brand partner: impressions, engagement, and a firmographic breakdown of who responded.
These details will show whether the audience matches a campaign aimed at B2B SaaS marketing, demand-gen, and go-to-market readers; follower count alone will not.
LinkedIn followers
8,929
LinkedIn profile snapshot with the reviewed posts · 2026-10-09
None of the posts describes a sponsorship offer, rate card, media kit, or partnership inquiry route, so no paid-format package is publicly described.
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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.
Need: A B2B SaaS webinar platform wants to assess Gilles Bertaux for a thought-leadership partnership and asks how their webinar-growth and pricing insights could anchor co-marketing content.
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Decision: a fit as a negotiated co-marketing relationship, not an off-the-shelf sponsored post.
Their posts cover webinar program design, attendee-based pricing, event-content repurposing, and post-event lead routing through AI assistants.
The strongest anchor is the bank case: a European bank grows from about 3,000 to nearly 18,000 contacts per quarter by running weekly educational webinars, then building a quarterly editorial rhythm, a two-person operating team, and CRM-connected follow-up.
That makes useful partnership material because it explains the mechanism, not just the result.
A pricing post offers a second angle: per-seat and per-registrant models charge for unused licenses, registrant caps, and no-shows.
They point to customers paying for 3,000 contacts when only 1,200 attended, and contrast that with attendee-based pricing, where one attendee equals one credit and internal team members are free.
A HubSpot co-marketing webinar with more than 500 registrations, followed by AI-assisted lead prioritization and CRM handoff, shows they already work in a partner-webinar format.
Their repurposing post adds practical distribution guidance: mix live, on-demand, and clips; measure watch time, demo clicks, and replays; distribute through nurture, ABM, help center, and sales enablement.
Their posts point to a B2B SaaS marketing, demand-gen, and go-to-market audience.
No sponsorship package, rate card, media kit, or partnership inquiry route is published; the HubSpot example is Livestorm's own campaign, not an offer to outside brands.
Before committing, ask for LinkedIn follower or post-viewer demographics and results from a recent brand-partner campaign.
Treat the partnership as co-created thought leadership with negotiated scope, audience access, and follow-up process.
When to choose a specialist
A cybersecurity vendor wants a paid LinkedIn carousel and short-video package aimed at security engineers, with guaranteed impressions, clicks, and demographic targeting.
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Decision: poor fit based on Gilles Bertaux's posts.
None of the five posts addresses security engineering, developer tooling, or technical practitioner education.
The closest material is their AI-assisted post-webinar process, which they discuss as a product and marketing-operations story, not an implementation guide for engineers.
The audience evidence is too thin for the vendor's targeting requirements: the only measured figure is a LinkedIn following of 8,929, with no follower geography, age, gender, employer, job function, or seniority information.
Their posts point to B2B SaaS marketing, demand-gen, and go-to-market readers, not security engineers.
The commercial format is also undocumented: no sponsor policy, rate card, media kit, or inquiry route is published, so guaranteed sponsored placements cannot be validated.
A buyer needing direct-response paid media with firmographic targeting should not select them based on these posts.
A buyer willing to co-create webinar or demand-gen content for a marketing audience could still be a fit, but that is a different campaign.
A worked campaign example
Campaign angle: “The 3,000-to-18,000 Webinar System: turning educational webinars into a recurring pipeline engine.”
Format: a joint 45-minute webinar plus a co-authored follow-up playbook.
Gilles Bertaux opens with the positioning logic: set the ambition, map competitors across product, distribution, pricing, and services, and specialize where incumbents leave a gap.
The second segment walks through the bank case in operational detail: weekly educational webinars on market trends and investment outlooks, four to five sessions per month, a quarterly editorial rhythm, a two-person core team, and CRM-connected follow-up.
The third segment uses the pricing argument to make the business case: compare seat, license, registrant, and attendee-based models; show why no-shows and admin seats create budget friction; explain that one attendee equals one credit and internal team members are free.
The fourth segment covers repurposing and follow-up: live to on-demand to short clips, watch-time and demo-click measurement, nurture and ABM distribution, then the AI-assisted process that produced lead scores, buying-committee signals, CRM owner matching, and suggested sales actions after a HubSpot co-marketing webinar.
Deliverables: joint webinar, co-authored checklist for moving from one-off events to a recurring program, live Q&A or teardown, and a follow-up email sequence.
Measurement: registrations, attendance, watch time, clicks to demo, replays consumed, and post-event lead routing.
Each claim has a concrete example from their posts; the partner gets category authority and a practical asset, while readers get a decision framework rather than a product pitch.
Next step: request follower or post-viewer demographics, a recent partner campaign's impressions and engagement, and supporting evidence for the reported customer results and product capabilities; then agree scope, audience access, follow-up process, and disclosure.
Choose Mythri for a campaign on making individual webinars more useful and engaging for attendees.
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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.
The example centers on one event and the attendee experience, rather than recurring webinar operations, program growth, or follow-up workflows.
Choose Olga for a broader B2B trust or content-strategy campaign.
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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.
The posts cover trust and content strategy, not a webinar-platform case study or pricing model. For a brief focused on scaling webinar operations or explaining attendee-based pricing, Bertaux’s examples are more directly relevant.
Gilles Bertaux's LinkedIn posts include a framework for competing in a saturated market, a European bank case study on webinar-led growth, a Paris marketer panel on repurposing event content, an argument for attendee-based pricing, and an AI-assisted post-webinar lead workflow following a co-marketing webinar with HubSpot.
The posts have no publication dates.
Reported customer results and product capabilities are claims made in the posts and are not independently verified, and the posts provide no follower demographics or per-post engagement figures.
The posts also say nothing about signature books, earlier roles, speaking, or channels beyond LinkedIn, so no claims about those topics can be made.
