A webinar being used for webinar marketing

5 things marketing department of Business Services Companies can’t do Using Gotowebinar

Akanksha Kumari
• January 3, 2024

(12 min read)

While GoToWebinar can be a safe choice for business services companies, it isn’t necessarily an ideal choice to make. The platform is designed to host webinars and virtual conferences, and although it offers a range of features to facilitate virtual engagement, there are limitations that the marketing department of business services companies may encounter.

Table of Content

Despite its popularity, GoToWebinar’s outdated interface diminishes its appeal and user intuitiveness. The absence of advanced features for lead generation and branding purposes poses challenges for business services companies on multiple fronts. Here, we will discuss the 5 important things that the marketing department of business services companies can’t do using GoToWebinar:

  • Limited Integrations:

    GoToWebinar greatly disappoints with its limited integration offerings, displaying significant restrictions on achieving the level of deep integration and seamless automation required for effective marketing processes. The lack of clear instructions and comprehensive documentation compounds the issue, introducing unnecessary complexity and rendering it frustratingly challenging to comprehend and navigate the intricate processes.

    For instance, GoToWebinar may not support the advanced API integrations required for real-time data synchronization with customer relationship management (CRM) systems. The result?

    A potential hiccup in managing participant data and insights efficiently. Additionally, intricate workflows involving custom triggers and actions might face constraints, impacting the marketing department’s ability to automate tasks seamlessly.

    Furthermore, GoToWebinar lacks integration with certain social media platforms, leading to a potential limitation in the seamless dissemination of webinar content and engagement with audiences across diverse social channels. This absence of integration hinders the ability to leverage the full spectrum of social media for promotional purposes, limiting the reach and impact of webinars on platforms not directly supported by GoToWebinar. 

  • Unavailability of Advanced Interactive Elements:

    Although GoToWebinar does incorporate interaction features such as polls, Q&A, and chat, the extent of sophistication and customization might fall short when compared to some competing webinar platforms.

    This limitation in offering advanced interactive elements poses challenges for achieving the full potential of virtual engagement. For instance, the current simplicity of polling and survey capabilities in GoToWebinar might undermine the richness of communication dynamics.

    Moreover, when it comes to organizing extensive events, the marketing department often encounters hurdles with GoToWebinar. The absence of robust networking options like breakout rooms may impede large-scale interaction. The lack of facilitation of group discussions, collaboration, and networking opportunities results in a suboptimal experience for both attendees and organizers.

  • Imprecise Post-Event Analytics:

    Access to precise and comprehensive post-webinar analytics is vital for marketing departments to gauge campaign success and make informed, data-driven decisions. While GoToWebinar offers basic analytics and reporting features, the platform’s limited capabilities can pose a significant challenge for businesses with advanced analytics needs.

    In essence, detailed post-event metrics are crucial for the marketing department to evaluate webinar performance and determine its success. Although GoToWebinar’s basic analytics provide some essential details, they often fall short of capturing critical insights.

    The absence of in-depth reporting can lead to inaccurate event evaluations. The restricted post-event analytics result in the loss of valuable data that could benefit business services companies, hindering the marketing department’s ability to chart the course forward with precision.

  • Not Scalable:

    While GoToWebinar proves to be a suitable choice for various scenarios, scalability concerns may arise when dealing with massive audiences.

    Suppose a business services company using GoToWebinar frequently organizes webinars or virtual conferences, attracting thousands of attendees.

    What exactly will happen? GoToWebinar’s limited scalability can pose challenges in seamlessly hosting events for larger audiences, adding burden to the organizing team and company.

    The adaptability of a platform is a key determinant of its applicability across diverse event scales. In the context of GoToWebinar, the platform demonstrates suitability for smaller-scale events. Nevertheless, it lacks the flexibility, freedom, and advanced features required to effectively host larger events catering to expansive audiences. This limitation might impede the seamless execution of events on a grander scale, prompting businesses to explore alternatives better equipped to handle substantial audience sizes.

  • Lack of Customizing Options:

    While GoToWebinar does offer some branding customization options, it grapples with limitations that directly impact the creative aspirations of the marketing department. These constraints hinder the seamless alignment of the webinar interface with the company’s branding guidelines, compromising the visual cohesiveness and overall quality of the event.

    In addition, users have reported challenges such as the inability to attach hyperlinks or files to automated attendee emails. The landing page features fall short of expectations, lacking the flexibility needed to align with the specific goals and objectives of an event. The absence of filtered or blurred background options also contributes to discomfort for speakers, hosts, and attendees.

    These are some of the few issues that collectively underscore significant challenges in brand customization, resulting in a less-than-optimal user experience that can lead to disappointment among users.

    These limitations somehow play a crucial role in affecting the success rate and ROI of a virtual event. Events are a reflection of company identity, so it is extremely crucial for the marketing department of business services companies to look through the features of the platform they will be using for their event.


The essential features of an ideal virtual event platform encompass user engagement tools, an intuitive interface, robust analytics, seamless virtual interactions, advanced networking capabilities, excellent customer support, customizable properties, and alignment with specific event requirements.

Airmeet and Cisco Webex Events are among the noteworthy alternatives to GoToWebinar.

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