MARKETING GLOSSARY
Webinar Marketing
DIRECT ANSWER
Webinar marketing is the use of live or recorded online sessions—typically 30–90 minutes—to educate prospects, demonstrate expertise, showcase products, and generate qualified leads. Webinars combine the authority of in-person events with the reach and tracking of digital channels, making them a high-value mid-funnel demand generation tool.
Types of Webinars and When to Use Each
Educational webinars establish thought leadership by teaching something valuable without a sales pitch. They attract top-of-funnel audiences and build email list quality. Product demo webinars serve mid-to-bottom-funnel prospects who are actively evaluating solutions—they should be interactive, with live Q&A. Customer success webinars (featuring client case studies) are among the most persuasive conversion tools available. Panel webinars with industry experts borrow credibility and often drive higher registration numbers.
On-demand webinars—recordings gated behind a registration form—extend the value of a live event indefinitely. Many programs generate more leads from on-demand replays than from the live broadcast.
Webinar Conversion Benchmarks and Optimization
Webinar performance is measured at each stage of the funnel: registration rate (how many saw the promotion and signed up), attendance rate (how many registrants actually showed up), engagement rate (poll responses, chat participation, Q&A), and conversion rate (how many attendees took the next desired step). Improving attendance rates—through reminder sequences, calendar holds, and compelling topic framing—typically delivers the fastest conversion lift.
FAQ
Webinar Marketing — common questions
How far in advance should you promote a webinar?
Two to three weeks of promotion is a common starting point for B2B webinars. Send initial invitations 2–3 weeks out, a reminder one week prior, and a final reminder 24–48 hours before the event. Promote across email, social, and paid channels to maximize registration from different audience segments.
What is a good webinar attendance rate?
Attendance rates vary widely by audience, topic, and promotion quality. B2B webinars commonly see 30–50% of registrants attending live. Improving attendance starts with a strong reminder sequence, a compelling value proposition in the calendar invitation, and scheduling at times convenient for your audience's time zone.
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