Case Study: ProductPlan achieves scalable, low-cost lead generation with GoTo Webinar (GoTo)

ProductPlan generates increased demand, converts prospects with GoTo Webinar

ProductPlan, a SaaS company that helps teams build and share product roadmaps, needed a scalable way to generate low‑cost, high‑quality leads and engage prospects throughout the funnel. To do this they partnered with GoTo, using GoTo Webinar to deliver interactive, content‑rich sessions that create meaningful two‑way conversations with product managers and other target audiences.

ProductPlan runs regular live webinars (two per quarter plus customer success sessions), hosts recordings for SEO, and uses GoTo Webinar’s HubSpot integration and attendee analytics to enrich lead records and personalize follow-up. The GoTo solution now drives roughly 10% of ProductPlan’s leads, averages about 1,500 registrants per webinar with attendance over 30%, keeps cost‑per‑lead very low, and has helped convert leads into free trials, sales pipeline, big‑name customers, and strategic partnerships.

ProductPlan

Shawn Juncal

Senior Product Marketing Manager