How a Danish marketing agency built an inbound content engine with interactive webinars

Introduction

Searchmind is a digital marketing agency based in Aarhus, Denmark, combining a personal approach with data-driven strategies and deep expertise, whether it's in SEO, content, Lovable or HubSpot. Through interactive webinars, the team also runs their own inbound marketing playbook - to bring their expertise to marketers across Denmark.

This case looks at how the team uses webinars to share expertise and build relationships with marketers, from the first website visit, running to the live webinar using their own studio, and accurately following-up after the event.

1. Converting website visitors to webinar attendees

Searchmind understands the power of inbound - and with a strong website created in HubSpot CMS, they added a stylish popup with CTA to sign up to the upcoming webinar.

A great way to show you have (1) fresh value for your website visitors, (2) give them a reason to give you their contact details, and (3) turn the visitors to webinar attendees.

Also, with a dedicated landing page connected to a HubSpot form that through the HubSpot webinar integration is natively integrated to Univid - for an automatic sync of attendees.

2. Achieving 67% attendance rate!

Not all webinar registrants turn into attendees, with the average total attendance rate being 57% - according to the Univid Webinar Insights 2026 (with data from +2000 webinars).

Searchmind beat the average, and got 67% attendance rate in one of their first webinars. How?

By using the built-in reminders from Univid before the webinar, Searchmind made sure to get people to attend the live webinar.

And by following-up quickly afterwards with the recording through their own marketing mails from HubSpot.

All mails including the personal link for each attendee, making it smooth to join with a simple click in the browser for the attendee, and giving Searchmind the data on who showed up, and did not - but also how people engaged during the webinar.

3. Crispy studio production in the browser

Using their own studio, Searchmind went live in style (and on brand). Both sharing slides, video and interactive content with the live audience.

4. Using interaction to get feedback and activate

To make things interactive, Searchmind uses both the chat, Q&A, live reactions, and polls - which according to research shows to result in the highest CTA conversion (33%).

Mixing quick activation questions where they have people react via live reactions, or more feedback heavy polls that the Searchmind team prepared before.

For example, did you like the marketing creative 1 or 2 that was shown.

5. Running data-driven via the HubSpot webinar integration

Behind the scenes, Searchmind as a digital marketing agency, knows the ins-and-outs of both automation and HubSpot - and made sure to set up workflows to do the work for them. For example:

• Automatically registering people to Univid that sign up through their HubSpot form

• Sending follow-up emails with the recording afterwards

• Building segments based on engagement (like who clicked the CTA)

Also, being able to analyze the webinar outcome in the Univid webinar analytics, as well as directly inside HubSpot.

Yes, even building nice dashboards in HubSpot based on how the attendees engaged - to understand how it influences your pipeline, or just benchmark the webinars against each other.

Check out what Nicolai thinks of the experience hosting their B2B marketing webinars in Univid below, or try creating your first webinar.