[GTM glossary](/glossary.md) Webinar Marketing # Webinar In short A webinar is an online seminar presented to a remote audience through video software, usually with slides, a speaker, and a chance for attendees to ask questions. It can run live or be recorded and replayed on demand. In B2B go-to-market work, a webinar is a lead capture and education format. People register with their details, attend to learn something, and become contacts that sales can follow up with. This page covers the format itself; webinar marketing covers the wider program of promoting and measuring them. ## Common webinar formats * **Single-speaker presentation:** One expert teaches a topic with slides. Simple to run and easy to repurpose. * **Panel:** Several guests discuss a topic. Good for borrowing audience reach from partners or customers. * **Product demo:** Shows the product on a real use case. Best for people already evaluating. * **Workshop:** Attendees follow along and complete a task. Strong engagement, smaller audiences. --- ## How to run a webinar that produces pipeline * **Pick a problem, not a product:** Choose a topic your ICP already searches for and wants solved. * **Set the registration flow:** Ask only for fields you will use, and route registrants to the right owner within a day. * **Promote for two to three weeks:** Use email, LinkedIn, partners, and sales outreach to invite target accounts directly. * **Follow up by behavior:** Send the replay to no-shows, and give attendees who stayed to the end or asked questions to sales first. --- ## Webinar example Say a RevOps vendor hosts a 40-minute session on cleaning CRM duplicates. Marketing invites a list of target accounts, sales personally invites ten of them, and registrants who attend more than half receive a tailored follow-up. The recording then becomes a gated asset and a set of short clips. --- ## Common webinar mistakes * **Vague topics:** Titles like "The future of sales" attract few buyers. * **Counting registrations only:** Registrations overstate interest. Track attendance, watch time, and pipeline created. * **Slow follow-up:** Interest cools within days. Contact attendees quickly. * **Pitching too early:** Teach first, then offer a next step near the end. --- ## Webinar FAQs **What is a webinar?** A webinar is an online presentation delivered live or recorded to a remote audience through video software. It usually includes slides, a speaker, and questions from attendees, and B2B teams use it to educate buyers and collect leads. **How do you host a webinar for lead generation?** Choose a topic your target buyers care about, build a short registration form, promote it for a few weeks, deliver practical content, and follow up quickly based on attendance and engagement. Send replays to people who registered but missed it. **How long should a B2B webinar be?** Most B2B webinars run 30 to 60 minutes, with the last part reserved for questions. Shorter sessions suit a single narrow topic, while workshops may run longer. Match the length to how much the audience needs to do or learn. **What is the difference between a webinar and a webcast?** A webinar is typically interactive, with polls, chat, and questions from attendees. A webcast is usually one-way broadcasting to a large audience with little interaction. In practice the words are sometimes used interchangeably. Share term --- ## More related phrases * [Demand generation](/glossary/demand-generation.md) * [B2B podcast](/glossary/b2b-podcast.md) * [Demand capture](/glossary/demand-capture.md) ## Similar phrases * [Webinar marketing](/glossary/webinar-marketing.md) Webinar marketing uses live or on-demand online presentations to attract, educate, and qualify prospects, and to turn attendee engagement into pipeline. * [Event marketing](/glossary/event-marketing.md) Event marketing uses live or virtual events such as conferences, webinars, and dinners to build relationships with target buyers and generate pipeline. * [Lead magnet](/glossary/lead-magnet.md) A lead magnet is a free, useful resource such as a template, checklist, or report offered in exchange for a visitor contact details. * [Lead nurturing](/glossary/lead-nurturing.md) Lead nurturing builds relationships with prospects who are not ready to buy, using relevant content and timely follow-up until they show buying intent. * [Cost per lead (CPL)](/glossary/cost-per-lead.md) Cost per lead (CPL) is the average amount you spend to capture one lead, found by dividing campaign or channel spend by the number of leads generated.