How to generate B2B leads with webinars - Hubilo webinar platform

B2B Webinar Strategy: Tips to Elevate B2B Leads

Discover the definitive B2B webinar strategy guide that unlocks the potential for exceptional lead generation. Explore proven tactics to acquire high-quality leads and cultivate brand awareness through engaging webinars
August 9, 2023

Hosting engaging webinars presents an excellent opportunity to acquire new leads and cultivate consumer awareness for your brand. Business owners and marketers increasingly favor webinars due to their wide-reaching impact and capacity to establish connections with the target audience.

Lead generation aims to connect and nurture relationships with the audience. 89% of marketers affirm that webinars excel over alternative channels in generating high-quality leads. Successful webinars excel, enabling all registered participants to attend and contribute actively.

To conduct a compelling session, one must invest in interactive webinar formats centered around audience engagement. It entails laying the foundation by anticipating the audience's needs and carrying through with post-webinar activities to glean insights into areas for improvement.

Webinars enrich your brand and constitute a pivotal element for its triumph. Therefore, crafting a robust B2B (business-to-business) webinar strategy is imperative to optimize B2B lead generation. To steer your webinar planning process, we will elucidate how you can elevate your lead generation efforts and secure fresh business prospects.

What is a B2B webinar strategy?

A B2B webinar strategy serves as the framework that aids in defining goals and aligning actions with available resources. Despite its potential complexity, the design doesn't necessitate a 50-slide PowerPoint presentation; a concise document encapsulates crucial elements and the intended direction.

Essential components within your B2B webinar strategy encompass:

  1. Defining webinar objectives.
  2. Determining preferred webinar format.
  3. Profiling and segmenting the target audience.
  4. Specifying content categories.
  5. Selecting guest speakers.
  6. Devising promotional tactics.
  7. Identifying potential webinar platforms.

Your B2B webinar strategy is a reliable reference for clarifications regarding the event's structure, content, and goals.

Why are webinars such a powerful B2B marketing tool?

Why should you invest your efforts in webinars? Well, the evidence is clear: they deliver results. 66% of marketers identified webinars as one of the most potent tactics for B2B marketing. Moreover, webinars exhibit efficacy across various dimensions of B2B marketing – from lead generation and sales to conversions and even customer success.

Webinars offer versatility, serving various purposes and discussions, including:

  • Demonstrative webinars for sales
  • Training sessions for customer success and lead generation
  • Content marketing initiatives
  • Internal communication, such as HR interactions

Moreover, webinars facilitate forging personal connections. For instance, you can address attendees by name, fostering a sense of camaraderie. Conducting Q&A sessions enables you to respond directly to queries.

Download our free white paper and discover the Power of Experiential Webinars for Immersive Experiences

The true prowess of webinars lies in their capacity to expand training efforts while preserving that individual touch. This duality is a cornerstone of their remarkable effectiveness. No matter your approach, it's evident that webinars offer an impactful and scalable solution for a range of B2B marketing needs.

Types of webinar formats used for B2B

Choosing the appropriate webinar formats empowers you to engage your audience most effectively. Depending on the message you aim to convey and your marketing team's objectives, you can opt for a consistent format for each webinar or vary it for each occasion.

Product demo

Webinars prove exceptional for product demonstrations, enabling clear explanations of intricate products or services to the audience. Demonstrating the functioning and benefits of a product holds more impact than mere explanation. Product demos are particularly advantageous for launching novel products or services.

product demonstrations

Q&A sessions

Q&A sessions are highly engaging, positioning you as an authoritative thought leader within your domain. These sessions captivate audiences and provide real-time feedback and insights into audience interests, enriching your future webinar content.

Customer success stories

Instill interest and credibility in your brand by sharing customer success stories involving your product or service. By featuring interviews with satisfied customers, you can foster trust. Complement these case studies with a brief Q&A segment to reinforce your brand's appeal to undecided audience members.

How-To workshops

Distinguishable from product demonstrations, how-to workshops delve into the specifics of accomplishing tasks or objectives. These sessions provide a glimpse of your business operations behind the scenes, offering a deeper understanding of processes and methodologies.

Key benefits of a B2B webinar strategy

A meticulously designed B2B webinar strategy and a marketing team-oriented platform will keep you focused and prioritize acquiring more B2B businesses. A successful SaaS webinar strategy delivers numerous enduring advantages:

Enhanced lead generation

A well-targeted B2B webinar strategy directs its efforts towards specific audience segments poised to gain the most from your brand. It culminates in robust, well-defined lead generation.

webinar lead generation

Effective product or service promotion

The triumph of your webinars heavily hinges on your proficiency in elevating conversion rates and elevating the prominence of your brand name. Accomplishing genuine promotion of your products and services is the objective of a triumphant B2B webinar.

Establishment of thought leadership and expertise

Establishing your position as an industry frontrunner is pivotal to garnering the trust and allegiance of your audience. Hosting Q&A sessions and panel discussions excel in this pursuit.

Provision of education and training

Webinars serve as a remarkable avenue for training new members and enlightening your audience about your brand's essence. This dual role fosters both customer loyalty and a robust follower base.

Cost-effective marketing

B2B marketing via webinars is one of the most cost-efficient means to reach a vast audience and nurture brand recognition. Webinars secure high-quality leads at lower costs than other marketing avenues.

Global reach and scalability

Webinars expand your target reach globally, virtually without limits. You can also preserve webinars as evergreen content to accommodate and engage an expanding audience without creating fresh webinar material.

Data collection and analytics

The most pivotal benefit of hosting webinars is the capacity to grasp the buying behaviors of your target segment. Contemporary webinar platforms gather pertinent contact details and other data from your audience, proving invaluable for your marketing endeavors.

Engagement tracking and enhancement

Active monitoring of audience engagement enables the sustenance of high viewership across each webinar. Additionally, insights from these webinar metrics and audience input inform refinements in webinar quality.

How to craft a successful strategy for B2B webinars

Hosting a successful webinar doesn't necessitate complexity or high costs. As you become adept at executing them effectively, you'll discover that the process becomes progressively smoother with each subsequent iteration. Preparing a successful plan for B2B webinars involves a series of strategic steps, even for small businesses or emerging marketing teams. 

Identify and understand your target audience

Who is your intended audience? Comprehensive data collection and analytics come into play here. Focus on understanding your target segment's desires, requirements, and challenges. This understanding will help you structure your webinar content effectively and choose the appropriate format to maintain audience engagement.

Define webinar goals and objectives

A webinar lacking intent lacks direction and purpose. Collaborate with your marketing team to establish clear webinar goals and objectives (specific actions to attain those goals). Common objectives encompass progressing leads along the sales funnel (often called "warming" them), finalizing a predetermined number of deals, or expanding your subscriber list. 

webinar goals

Select relevant webinar topics

Choose a captivating, pertinent webinar topic that can be addressed within an hour or less. These subjects will infuse excitement into your webinars and attract fresh leads. Consider what valuable takeaways your attendees will acquire from participating in your webinar – insights they can promptly implement within their businesses.

Remember, you have a solitary opportunity to capture your viewers' interest and motivate them to register. Hence, meticulously contemplate your topic selection to maximize this chance.

Establish a schedule and frequency

Schedule webinars when most registrants can participate. Analyzing tracking data from previous webinars can aid in identifying the optimal schedule. Attention to the basic guideline of avoiding sessions on major or federal holidays is imperative.

Consider how frequently you intend to host webinars. To sustain audience engagement, inquire about their preferred timing and frequency of attendance. A robust webinar platform offers the flexibility to conduct live, scheduled, and on-demand webinars according to your audience's convenience. With Hubilo's solution, multiple avenues ensure accessibility for registrants, streamlining B2B sales without the constant need for live events.

Incorporate interactive elements

Webinars that actively seek input from the audience experience elevated attendance rates throughout the session. Hubilo provides a wealth of interactive webinar and engagement components that seamlessly integrate into your events. These encompass CTAs (Calls to Action), polls, handouts, Q&A segments, games, private and public chats, and other engagement features, enhancing the overall attendee experience.

Select the right webinar tools and platform

A dependable webinar platform is essential to attain optimal outcomes. Collaborate with your marketing team to ascertain your requirements from a webinar platform. Important components encompass registration services, post-webinar surveys, and comprehensive analytics and tracking tools. Conduct a thorough comparison of different webinar platform options. Choose the webinar platform that aligns most effectively with your needs to achieve your goals and fulfill your objectives.

webinar platform

Create a post-webinar lead-nurturing flow

The true impact of a webinar's retention lies in its aftermath. Develop a post-webinar protocol to cultivate leads, converting them into potential clients while fostering loyalty among the most promising prospects who have consistently engaged with your live and pre-recorded webinars.

Post-webinar lead nurturing can begin with a straightforward gesture, such as sending personalized thank-you emails to all webinar attendees. Additionally, consider conducting surveys to glean essential insights into the effectiveness of your webinars.

Track and analyze the performance

Utilize your webinar hosting platform's tracking and analytical tools to meticulously monitor and assess each webinar. Hubilo's game-changing solution – the Revenue Impact Dashboard, helps to calculate webinar ROI and report revenue generated! Examine areas where your audience displayed the highest and lowest engagement levels, analyze the duration they remained engaged during the session, and identify which interactive features elicited the most responses.

The insights drawn from these metrics empower you to fine-tune your approach and enhance your ability to craft more successful webinars in subsequent endeavors.

Identify areas of improvement and repeat

Perfection may elude webinars, but continuous improvement is attainable. Continuously refine your webinars by identifying areas for enhancement related to topic selection, session length, format, or engagement strategies. Apply lessons learned to create progressively more effective lead-generating webinars.

Promote your B2B webinar

webinar promotion

As crucial as producing quality content is the ability to effectively promote it. Implement an effective webinar promotion plan to maximize your reach and impact. To boost registrations and connect with your audience, adhere to these fundamental steps for extensive B2B webinar promotion.

Develop a multi-channel promotion plan

Opt for a multifaceted approach to promote your B2B webinars, utilizing a variety of channels that range from direct to indirect. Consider avenues such as email, social media, your website, push notifications, and text messages, as they prove highly effective. While paid advertisements can yield results, their outreach tends to be less personal. Hence, infusing your multi-channel promotional plan with a personalized touch that resonates directly with your audience is imperative.

Create a pre-webinar engagement sequence

Creating anticipation before the webinar date is pivotal for ensuring a substantial audience turnout. Email is one of the most potent channels for cultivating excitement and a sense of urgency. Utilize pre-event contests, polls, and other engaging content to keep your upcoming event at the forefront of your audience's minds and prioritize it on their schedules.

Leverage these communication opportunities as triggers to remind potential attendees about the webinar's launch date, accompanied by a countdown. For those who still need to register, pre-event engagement activities are critical in persuading them to commit to signing up.

Leverage email marketing, social media, and paid advertising

Maximize your efficiency by capitalizing on your current resources, sparing unnecessary expenditure on promotional marketing. If, for instance, you possess an email newsletter catering to engaged participants, leverage this platform to promote forthcoming webinars effectively.

Social media serves as an excellent avenue for highlighting upcoming speakers and guest panelists and broadcasting the subjects and content of your webinars. While paid advertising remains valuable, consider incorporating incentives such as discounts or promos for early webinar registrants. Employ the established channels to edge closer to achieving your webinar objectives and goals.

Collaborate with industry influencers and experts

Forging partnerships with industry influencers and experts expands your brand's visibility and contributes to positioning it as a frontrunner within your niche. These partnerships yield invaluable connections with industry leaders poised to benefit your company long-term.

Such collaborations also can attract a more extensive demographic and augment your audience. The presence of established experts in your partnerships simplifies lead generation, benefiting from their recognized reputation. This credibility fosters trust and confidence in your brand, drawing in a broader audience keen to explore what sets you apart.

FAQs about B2B webinars

Do webinars work for B2B? 

Webinars can prove highly effective for B2B activities, including lead generation, marketing, relationship cultivation, product demonstrations, and thought leadership. However, the efficacy of webinars in the B2B realm hinges on various factors, particularly the quality and relevance of the content, the success of promotional endeavors, and the execution of the webinar itself. To optimize outcomes, design webinars that address the specific needs and interests of your B2B audience.

How often to host B2B webinars? 

The frequency of hosting B2B webinars depends on various factors that contribute to a balanced and effective strategy. Consider factors like audience engagement, content availability, industry trends, and your team's resources to strike the right balance. It's essential only to overwhelm your audience with a few webinars, as this can lead to fatigue and reduced attendance. Conversely, hosting webinars too infrequently might result in losing audience interest. A common approach is to start with a monthly or bi-monthly schedule, allowing ample time for content creation, promotion, and engagement analysis. Be attentive to audience feedback and analytics to determine the optimal frequency that keeps your audience engaged, aligns with your goals, and maintains the quality of your webinar content.

How to promote a B2B webinar? 

Promote your B2B webinar across multiple channels to maximize attendance and engagement. Utilize unique URLs, tracking codes, or UTM parameters to monitor which channels drive the most registrations. Continuously monitor your promotional tactics and make adjustments to enhance the reach and success of your webinar.

How to measure the success of the B2B webinars? 

Measuring the success of B2B webinars involves a comprehensive assessment of various metrics to determine their impact and effectiveness. Begin by evaluating attendance rates, tracking the number of registrants and actual attendees. Engagement metrics, such as the number of questions asked, polls answered, and interactions in chat sessions, provide insights into audience participation. Additionally, gather feedback through webinar surveys to gain insights into attendees' satisfaction and areas for improvement.

How to leverage B2B webinars for lead generation?

Leveraging B2B webinars for lead generation requires a strategic approach that combines valuable content, effective promotion, and active engagement. Identify your target audience's pain points and challenges, and create webinars that offer actionable solutions or insights. Craft compelling webinar titles and descriptions that resonate with your audience's needs. Promote your webinars through various channels, such as email marketing, social media, and industry partnerships, ensuring your messaging highlights the benefits of attending. Implement interactive elements like polls, Q&A sessions, and downloadable resources to keep webinar participants engaged. Collect attendee information for follow-up and nurturing.

Expand your B2B lead pool with webinars

Leverage webinars' versatility to attract B2B leads through targeted strategies. By employing clear goals, addressing pain points, and leveraging promotional efforts, you can tap into the rich potential of the B2B sector for lead generation and conversion. Ultimately, crafting a successful B2B webinar strategy entails a strategic blend of content creation, audience engagement, promotion, and performance analysis. 

To further amplify your B2B lead generation efforts, consider leveraging a user-friendly webinar platform like Hubilo. Hubilo offers engagement tools and analytical insights that can supercharge your webinar initiatives. From interactive elements that keep participants engaged to in-depth data on attendee behavior, Hubilo empowers you to optimize your lead acquisition efforts. Schedule a demo and explore the platform's capabilities to experience how Hubilo can enhance your B2B webinars. With Hubilo, you can create compelling, effective webinars that drive meaningful lead growth in the competitive B2B landscape. 


Hubilo is the webinar platform built for marketers that helps you 2X your pipeline. Founded in 2015, Hubilo's powerful engagement features, dedicated client experience team, and custom branding tools have helped create over 12K virtual events & webinars, creating hundreds of millions of minutes of high-engagement experiences and counting. Headquartered in Bengaluru and San Francisco, Hubilo's 200+ employees are dedicated to enabling webinars & virtual events that convert.

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