Webinars remain one of the most powerful tools for B2B marketing when executed correctly. Some people believe webinars are no longer effective due to oversaturation. But the reality is that bad webinars are what people have grown tired of—not the format itself. When you provide high-value, actionable content delivered with a compelling and engaging style, webinars can be an incredible way to generate leads, nurture relationships, and establish thought leadership. With that in mind, let’s dive into best practices for B2B webinar marketing that will help you maximize engagement and conversions.
1. Great Webinar Marketing Starts with an Irresistible Title and Topic
Choosing the right webinar topic and title is the most critical step in ensuring a high attendance rate. Even if your webinar content is excellent, a bland title will kill your registrations.
How to Pick the Right Topic
- Address a pain point that your target audience is actively searching for.
- Make it actionable—your audience should leave with real takeaways.
- Use proprietary insights or unique data to add credibility.
- Check LinkedIn, industry forums, and keyword research tools to see what your audience is already talking about.
“It doesn’t matter how awesome the topic is if you call it something boring.” – Daisy McCarty, Blender CMO
Examples of High-Performing Webinar Titles
- “8 Ways to Get More B2B Leads in the Next 90 Days”
- “5 Ways to Make Your Brand Impossible to Ignore”
- “The 3 Dirty Little Lies of Marketing That Are Killing Your ROI”
These titles work because they:
✔ Clearly communicate value
✔ Use numbers to promise specificity
✔ Speak in audience-friendly language, not corporate jargon
Action Step: Spend time testing different titles before choosing one. For example, you can A/B test your title on social media to see which version generates the most clicks.
Click here to watch my webinar on 8 Ways to Get More Leads in the Next 90 Days.
2. Define Your Webinar’s Goal and Audience
Not all webinars serve the same purpose. Before you start planning, define your goal and who you are targeting.
Types of B2B Webinars
| Webinar Type | Goal | Target Audience |
| Top of Funnel | Brand awareness, lead generation | New prospects, industry peers |
| Middle of Funnel | Nurture leads, educate buyers | Interested prospects evaluating options |
| Bottom of Funnel | Drive conversions, prove ROI | Decision-makers and stakeholders |
One of the biggest mistakes businesses make is not aligning their call to action (CTA) with the buyer’s journey.
“If you’re doing a top-of-the-funnel webinar, do not ask for a discovery meeting or a first call. That’s like asking someone to marry you on the first date.” – Dacia Coffey, Blender CEO
Action Step: Before you start planning, answer:
✔ Who is this webinar for?
✔ What stage of the buyer’s journey are they in?
✔ What do we want them to do next?
3. How to Market a Webinar the Right Way
A successful webinar doesn’t just happen—it requires at least 8 weeks of targeted promotion. So, advance planning is your best friend.
Best Practices for Webinar Promotion
Email Marketing – Send invitations, reminders, and follow-ups.
LinkedIn & Social Media – Create event pages, run LinkedIn ads, and post countdown updates.
Use One-to-One Outreach – Have your sales team personally invite prospects they’re nurturing.
Incorporate Retargeting Ads – Show webinar ads to people who visited your website but haven’t registered yet.
Leverage Co-Promotion Partners – Ask industry partners, associations, or influencers to share your event.
“The most successful way to fill a webinar is to not just rely on your own reach. Having a partner with a list of 20,000 contacts will take you much farther than your own list of 2,000.” – Daisy McCarty, Blender CMO
Action Step: Create a promotion calendar with key milestones, including email sequences, social media campaigns, and sales outreach.
Want to watch our full episode on B2B webinar marketing? Visit The Marketing Blender Show.
4. Maximize Engagement During the Webinar
If you want attendees to stay until the end and take action, you need to make the experience engaging.
How to Keep Your Audience Hooked
- Start with Your Face on Camera – Build a connection before switching to slides.
- Use Polls and Chat Features – Ask questions that train attendees to interact.
- Seed the Q&A – Have pre-written questions ready to encourage more participation.
- Make It Conversational – Avoid robotic presentations—engage with your audience!
- Co-Host with a Moderator – Have a team member manage chat & Q&A so the speaker can focus.
“Polls are fantastic. They help retention, increase engagement, and get people to make micro-decisions that lead toward conversion.” – Daisy McCarty, Blender CMO
Action Step: Plan interactive moments throughout your webinar—not just at the end.
5. Don’t Just Rely on Live Attendance—Think Evergreen with Webinar Marketing
Not everyone who registers will attend live. That’s why your webinar should have a long tail of value. The long tail of a webinar means you can slice and dice it into content for months.
Ways to Repurpose Your Webinar Content
- Offer On-Demand Replays – Capture leads by gating the replay behind a form.
- Create Short Video Clips – Share 30- to 60-second clips on LinkedIn and YouTube.
- Use the Transcript for Blog Posts – Convert the key takeaways into multiple articles.
- Turn It into a Guide or Ebook – Summarize insights and distribute it as a downloadable resource.
Action Step: Set up a landing page to promote your on-demand webinar and capture new leads.
6. Always Follow Up with Attendees and Registrants
Your webinar isn’t over when the live session ends—the real magic happens in the follow-up.
The Best Webinar Follow-Up Strategy
Send a Thank-You Email – Include the replay link, slide deck, and any additional resources.
Personalize Outreach for High-Intent Attendees – If someone asked specific questions or stayed until the end, follow up with a tailored message.
Engage No-Shows – People who registered but didn’t attend are still interested. Send them the replay and keep them in your pipeline.
Action Step: Set up automated email sequences that nurture attendees and guide them toward their next step.
Final Thoughts: Webinar Marketing Works When You Work It.
Yes—if you do them right! The key is to focus on value, engagement, and long-term utility. Webinars should be more than one-time events—they should become a core part of your B2B marketing ecosystem.
By following these best practices, you’ll be able to:
✔ Increase attendance and engagement
✔ Shorten sales cycles
✔ Generate high-quality leads
Want to learn how to implement a B2B webinar strategy that drives results? Reach out to The Marketing Blender for expert guidance!
