Webinar Strategy

Overview

Webinars remain one of the highest-converting demand gen channels in B2B when done with a "commercial teaching" angle — not product demos disguised as content. This skill covers topic selection, speaker sourcing, promotion architecture, and post-webinar pipeline conversion.

Authoritative Foundations

• Gartner (CEB) — The Challenger Sale — Teach-tailor-take control — build the webinar around a commercial insight that reframes the buyer's problem.
• Forrester (SiriusDecisions) — Demand Waterfall — Stage attendees from inquiry to MQL and SAL with explicit follow-up SLAs.
• ON24 — Webinar benchmarks — Plan promotion timing, session length, and engagement tools against published webinar benchmark data.

When to Use