Webinars have been around for a while. But lately, it feels like they’re having a moment. Every business seems to host one. If you work in marketing or sales, you’ve probably attended a few or even hosted some yourself.
Turns out, webinars can work really well for lead generation. The trick is to do more than just talk at people for 45 minutes. It’s about building genuine interest, collecting real information, and keeping the conversation going afterward.
Let’s break down how teams are making webinars work for lead gen right now—without the fluff.
Why Webinars Are Still a Big Deal for Leads
At its core, a webinar is just a live, online seminar. People log in, listen, maybe participate. The main goal? Get a bunch of potential customers to spend time with you—all while you share something useful.
The reason they’ve stuck around is simple. When someone signs up for a webinar, they’re already showing interest. You get their real contact info and a sense of what topics matter to them.
It beats cold calling. Unlike static landing pages or ebooks, webinars let you answer questions on the spot and actually connect.
Choosing a Topic People Care About
This is where a lot of companies fumble. You need a topic that solves a problem, answers a burning question, or offers real tips. Ask yourself, “Would I personally make time for this in my day?”
If you already know what keeps your audience up at night, start there. If you don’t, ask them. Poll your email list, check your support tickets, or scan recent social posts for clues.
It’s also smart to make sure your topic ties back to your business. For example, if you sell project management tools, don’t host a webinar on general workplace happiness—get specific about workflows or collaboration tips.
Setting Real, Measurable Goals Upfront
It’s easy to say, “We want more leads.” But what counts as a solid lead? Some teams measure webinar success by the number of sign-ups. Others look at how many people stay for the whole event or book demos afterward.
You might set goals like:
– Get 200 registrants
– Achieve a 40% attendance rate
– Book 20 meetings within a week
Having clear targets keeps everyone focused and helps you know what’s actually working.
Picking the Right Webinar Platform
Not all platforms are the same. Some have great video quality, but fall short on audience engagement. Others come with built-in polls, chat, and Q&A features. A few top choices out there are Zoom, GoToWebinar, and Webex.
When comparing, consider things like:
– How many attendees you expect
– Ease of use for your audience
– Recording and replay options
– Built-in tools for polls, handouts, and Q&A
If you expect a global audience, look for platforms that handle time zone conversions and send reminders.
Figuring Out the Best Time and Planning Ahead
The right time for a webinar usually depends on where your audience lives and what their daily routine looks like. Late mornings or early afternoons—especially on Tuesdays, Wednesdays, or Thursdays—tend to work well.
Give yourself at least three to four weeks to promote and plan. Sketch out milestones: when invites go out, when you’ll test the tech, and when you want your speakers’ slides.
A simple checklist can really help keep your team on track.
Building Content That’s Actually Worth Their Time
Aim for helpful, no-nonsense content that makes people think, “I’m glad I showed up.” Structure the webinar into clear sections. Use stories, real examples, or quick demos when you can.
Don’t just read slides. Use visuals that support your points, but keep the slides clean. People get distracted—switch back to your face or demo often to hold attention.
It sometimes helps to share a quick agenda at the start so attendees know what’s coming.
Letting People Know About Your Webinar
Good promotion can make or break your turnout. Email invitations are a classic—especially for your existing lists. If you want a bigger reach, try paid social ads or partnerships with industry newsletters.
Your subject lines and headlines should plainly explain what people will learn or get out of attending. Focus on the “what’s in it for me” angle.
Set reminders for a week out, the day before, and an hour before. People are busy, and it’s easy to forget.
Getting Speakers Ready for the Spotlight
A great speaker can make even the driest topic feel lively. Pick someone who knows the material and is comfortable on camera. A little personality goes a long way.
Run at least one rehearsal. That way, you catch tech glitches, make sure slides flow smoothly, and double-check how handoffs will go if you have more than one speaker.
Remind speakers to pause for questions and repeat any questions for the full audience to hear.
Keeping People Engaged During the Event
You don’t want your attendees tuning out. Use polls to ask about their experience or opinions. Prompt people to type thoughts in the chat or answer a quick “raise your hand” survey.
Manage the Q&A by collecting questions in real time. It helps to have a moderator who can group similar questions or flag the good ones for the end.
If energy drops, try a quick interactive section—like a live demo or a small group breakout if your platform allows.
Making Lead Collection Easy and Compliant
It’s easy to get caught up in the show and forget why you’re doing it: leads. Most webinar tools have registration forms that feed right into your CRM. You can also ask a key qualifying question on that form—like company size or pressing challenge.
Make sure you get consent for follow-up emails. Stamp a simple privacy notice on the registration page so people know what to expect.
If your leads are in Europe, be aware of GDPR. Only collect what you need, clearly explain why, and keep data secure.
Following Up: Where Real Lead Gen Happens
The magic often happens after the event ends. A timely, friendly follow-up note—maybe with a link to the webinar replay—can turn attendees into real prospects.
Segment your list if you can. Send custom messages to people who attended, versus those who registered but didn’t show. Invite people to book a call, download a related guide, or email questions.
Review the stats: who stayed the longest, who asked the most questions, what points seemed to hit hardest. This info can guide your next webinar—or your next sales call.
Real Examples: What Works in the Wild
A B2B software company hosted a “5 Tips in 30 Minutes” webinar. Their honest, practical tips led to a 60% turnout rate and several quality demo requests.
Meanwhile, a restaurant consultant used webinars to teach local owners about hiring trends. They found that quick polls kept restaurant managers engaged and doubled their follow-up meeting bookings.
Groups outside of tech—say, in wine and hospitality—also see value. For instance, small businesses like Airport Wine Bar use short webinars to share stories about the sourcing process or host virtual tastings. These interactive sessions help bring in new subscribers and even in-person visits.
The point is, every field has experts who can share surprisingly valuable knowledge, even in informal settings.
The Bottom Line: Webinars Are Work, But They Pay Off
Webinars aren’t magic, but they’re one of the most “human” tools for lead gen right now. They help you meet people where they are, give value, and start a real relationship.
If you plan well, pick a topic people care about, and keep things interactive, your next webinar could be the start of several real business conversations.
So, if you’re thinking about running your first—or fiftieth—webinar for leads, now’s a good time to start sketching your plan. The basics still work, but the details can make all the difference.
And who knows—once you’ve done a few, it gets easier to spot what works for your team, your product, and your audience. Not glamorous, but it’s the kind of repeatable, honest approach most businesses could use a little more of.