B2B Articles - October 14, 2021

Do Webinars Work for B2B?


Webinars can be a great tactic to grow both sales and marketing campaigns. A business leader can use webinars at the top of the funnel to talk about industry challenges or in the middle of the funnel to shine a spotlight on the benefits the service or marketed product offers. 63% of B2B Marketers use webinars for lead nurturing and gaining clients.

Do they work for B2B companies and leaders? Do the facts prove webinars to be effective for lead generation? 

B2B Webinars Offer Convenience and Audience Reach  

According to Go To Webinar, 73% of B2B marketers and sales leaders say a webinar is an excellent way to generate the best leads. Webinars offer many benefits for a B2B company by allowing them to reach their target audience. They also provide the chance to discuss pain points, the latest industry trends, and effective business tactics their audience may not have considered.

Webinars not only offer an extensive target audience reach but are also far more convenient as opposed to an in-person meeting.  

It's a far cheaper method of networking with others in your industry. Many people have a packed schedule and may not be able to do an in-person meet. A B2B webinar allows attendees to log in, listen, and participate in the session. Also, face-to-face engagements can force a limited audience number. A webinar allows a nearly limitless number of people to attend. 

Webinars Build Sales and Marketing Authority 

B2B webinars not only offer you a large audience to reach and teach, but they also offer an additional way of generating new leads and fresh prospects. Recent studies have shown that 20% to 40% of webinar attendees turn into qualified leads. 

As the webinar's host, you can ask guests that they register in advance. By customizing your registration form to ask for contact information, you can allow for a future follow-up and conversation. This will enable you to connect with contacts who registered for the event but couldn't attend. You can also send the video of the webinar to non-attendees, so they view the content.

Also, according to Go To Webinar, B2B marketers generate 500 to 1,000 leads per event. What's more, the average conversion rate for webinars is 55%. 

B2B webinars also allow you to establish yourself as a source of authority. You can host many webinars on the latest industry topics and trends. Through these webinars, you have the opportunity to connect with and educate your audience on what's next in your professional field. You can prove why you're the expert they should trust.

How has this proven effective? 76% of marketers say webinars have allowed them to drive more leads than before and to extend their brand reach as a whole.

Webinars Foster Engagement With a "Digital Handshake"

Some B2B companies foster relationships with potential customers by hosting online conferences or virtual workshops that offer advanced training and include guests from reputable industry leaders. Participants are drawn to the benefits and education they'll receive from the webinar and appreciate being able to listen to successful leaders in their industry.

Webinars create ongoing opportunities for B2B companies to generate leads and convert them into customers. They serve as an ideal platform for personalizing content and fostering relationships with your target audience. As mentioned above, they let you reach a larger audience, which increases your number of qualified leads and potential profit. 

Potential leads start by registering for your webinar because they're interested in the topic you're discussing. However, they'll become a client through a strong nurturing campaign after the webinar. 

When hosting a webinar, it's important to keep these items in mind:

  • Choose relevant topics - What areas would your audience like to learn more about?
  • Create accessible webinars - Make it easy to dial in and listen.
  • Engage audience members with content, videos, and practical demonstrations.
  • Invite reputable industry leaders to co-host and grow the audience size.
  • Show credible data and case studies to engage audience members and back up your content.

Don't miss: What Makes a Successful Webinar?

As the online technological world continues to evolve, so does B2B marketing. A key factor for business success is to adapt to new marketing strategies, such as webinars, that are proving effective. By utilizing these online and technological methods, your business can see fresh leads and foster a new customer base that will take your company to the next level.


Unknown author, 3 Reasons Webinars Brings Value to B2B Companies in 2020, 10/20/20.

ZoomInfo, 5 Ways to Generate More Webinar Leads, 7/19/19.

Antara Agarwal, 18 Eye-Opening Statistics On Webinars: 2021.

Sara Monty, Everything You Need To Know About Webinars, 5/28/21.


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