The challenge
Airtable set out to elevate its customer education strategy by creating a scalable webinar program that could engage thousands of users while maintaining the thoughtful, polished experience that reflects its brand. To do this, the team needed a platform that could support both live and automated delivery, personalize the attendee journey, and integrate seamlessly with their internal systems, without compromising on design, control, or flexibility.
The solution
To bring this vision to life, Airtable partnered with BigMarker to power a new generation of educational and product-focused webinars. The team launched a recurring series of educational sessions, as well as high-impact product launches and partner showcases that highlight real-world use cases of Airtable in action.
Airtable has fully embraced BigMarker’s custom audience experience capabilities to deliver a seamless, fully branded journey from start to finish. Each session begins in a custom-designed, embedded waiting room that greets attendees by name, features a personalized welcome video, and sets clear expectations for the session ahead. Once the webinar begins, attendees are brought into a live environment that mirrors Airtable’s brand look and feel, complete with custom theming, polished layouts, and interactive tools tailored to the experience. Together, these elements transform every webinar into an extension of Airtable’s product and brand, creating a premium, consistent experience that scales.
Throughout their programs, Airtable has thoughtfully designed the viewer experience around engagement. Whether hosting a live launch or an automated onboarding session, the team clearly introduces each interactive element, encouraging attendees to submit questions via Q&A, participate in public chat, and complete post-session surveys. This ensures that every touchpoint (live or automated) feels dynamic, human, and high value.
Results
Airtable’s webinar program quickly gained momentum, with individual sessions consistently attracting thousands of registrants and strong live attendance. Their largest session to date drew over 5,000 registrants and nearly 2,000 live viewers, establishing webinars as a key channel for reaching and activating their audience at scale.
But it’s not just about reach, it’s about results. That same flagship session saw an astounding 61% click-through rate on the call-to-action, proving that Airtable can drive meaningful user action even at enterprise scale. Across sessions, they’re also strategically using engagement tools to keep attention high. On average, Airtable includes seven polls per webinar, and those polls see a response rate of nearly 60%, well above industry benchmarks.
By combining automated delivery with thoughtful scripting and audience guidance, Airtable ensures that even on-demand sessions feel interactive and alive. Attendees are not only watching, they’re participating, asking questions, clicking through, and providing feedback that fuels continuous improvement. The result is a program that is not only high-performing and brand-aligned, but also deeply human in how it engages.
Airtable’s webinar program is proof that scale and personalization can coexist. By combining their educational vision with BigMarker’s customizable platform, Airtable has created an experience that’s not only operationally efficient, but strategically impactful. Whether launching a feature or guiding users through key workflows, Airtable now delivers content that’s always on, always engaging, and always on-brand.
