What is a webinar?
A webinar is a scheduled online presentation, usually 30 to 60 minutes, where a host delivers content live or on-demand to a registered audience over a video platform. For B2B, the format is used for product launches, educational training, customer stories, analyst briefings, and partner co-marketing. The core mechanic is a landing page that captures a registration, a reminder sequence that drives attendance, the session itself, and a follow-up track for both attendees and no-shows. A webinar is not just a video. The registration list, the engagement data from the session, and the follow-up are where the pipeline value lives.
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What is webinar marketing?
Webinar marketing is the practice of using webinars as a demand channel: picking topics the buyer actually searches for, promoting the session through paid and organic, capturing registrations against a CRM contact, and routing the attendee and no-show lists into nurture and SDR follow-up. The webinar itself is the middle of the workflow, not the end. Teams that treat it as an event in isolation get a replay nobody watches. Teams that treat it as a demand engine get a recurring cohort of warm leads, a library of on-demand content for the website, and a reliable source of SQLs for the next quarter.
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What is field marketing?
Field marketing is the discipline of running in-person and regional programs that generate pipeline inside a specific territory or named-account list. The work includes trade shows, hosted dinners, user groups, roadshows, executive roundtables, and partner events. Field marketers sit between corporate marketing and the local sales team: they adapt the brand program to a geography, book the venue, invite the right accounts, staff the booth, and route the leads. Unlike broad demand programs, field marketing is measured on influenced pipeline inside the territory, not raw lead volume, because a dinner with eight target accounts can outperform a webinar with 800 random registrations.
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What is event marketing?
Event marketing is the umbrella strategy of using live or virtual events to build awareness, pipeline, and customer loyalty. It covers webinars, trade shows, user conferences, roundtables, workshops, and hybrid formats. The strategy sits above field marketing (which is region-specific) and webinar marketing (which is channel-specific) and sets the portfolio: how many flagship events, how many partner events, how many webinars per quarter, and how the mix maps to the pipeline target. Mature teams run an event calendar the way revops runs a forecast: ranked by expected sourced pipeline, staffed to a plan, and measured on influenced revenue, not attendance count.
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What is a good registration rate for a B2B webinar?
Registration rate is the percent of landing page visitors who complete the form. Healthy B2B webinars convert 20 to 40 percent of qualified traffic. Below 15 percent usually points at a weak title, too many form fields, or audience mismatch between the promotion channel and the topic. Above 50 percent typically means the list was already warm (customers, prospects in late-stage deals, or a tight ICP email send) and the top-of-funnel assumption does not apply. Benchmarks move with industry, topic, and promotion mix, so track the trailing six webinars as the real baseline and treat the first number as context, not a target.
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What is a good attendance rate for a B2B webinar?
Attendance rate is the percent of registrants who show up live. Industry data from ON24 and Demand Metric puts the B2B median around 35 to 45 percent, with top performers at 55 percent and above. The levers that move it are the reminder sequence (same-day plus one-hour), calendar invites that land in the attendee calendar, a speaker lineup the audience actually wants, and a clear promise of what they will learn. On-demand replays usually earn another 30 to 50 percent of the registration list over the following 30 days, which is why the no-show follow-up track matters as much as the live attendance number.
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What is lead capture at an event?
Lead capture is the mechanic of turning a conversation at a booth, dinner, or session into a contact record you can route and follow up on. Modern capture pairs a badge scanner or lead-retrieval app with a short qualifier (role, use case, timeline, next step) so the record arriving in the CRM already carries context, not just a name and email. Weak capture produces a spreadsheet of 400 badges that nobody acts on. Strong capture produces 120 scored, assigned, and sequenced leads sitting in a rep queue the Monday after the event, with the field marketer able to report influenced pipeline inside 30 days.
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How do you promote a B2B webinar?
A healthy promotion mix runs for three to four weeks and pulls from four channels: email to the owned list segmented by relevance, organic social from the speakers and the company page, paid social and search targeting the ICP, and partner co-promotion when the topic lines up with a complementary vendor. The compounding move is to turn every webinar into a cluster of assets afterward (on-demand replay, 90-second clips, a transcript-based article, a slide deck download) so the single hour of production keeps earning registrations and search traffic for the next six to twelve months instead of ending on the day of the live session.
How do you measure webinar and event ROI?
Measure in three layers. Program metrics (registrations, attendance, cost per attendee, engagement score) tell you if the mechanic worked. Pipeline metrics (sourced opportunities, influenced pipeline, meetings booked within 14 days, average deal size from webinar-sourced leads) tell you if the program earns its spend. Lifecycle metrics (payback period, customer expansion driven by user groups and advanced training, retention impact of customer events) tell you if the portfolio is worth repeating. Teams that only report attendance count get budget cut the first quarter demand softens. Teams that tie events to sourced and influenced pipeline keep the investment.
How do you follow up with webinar attendees and no-shows?
Split the list immediately after the session. Attendees get a thank-you with the replay, the resource mentioned on the session, and a direct path to a demo or next step inside 24 hours. No-shows get a different note that leads with the replay and the one most useful takeaway, not an apology. High-score leads from either group get routed to an SDR with the session context on the contact record, so the first touch references what they actually watched or signed up for. Follow-up that treats attendees and no-shows the same is why most webinars produce a replay nobody watches and zero meetings.
What is the difference between a webinar and a virtual event?
A webinar is a single session, typically one speaker or a small panel, running 30 to 60 minutes on a video platform. A virtual event is a multi-session program (half-day to multi-day) with a lobby, concurrent tracks, sponsors, networking, and often a live chat or community layer. The planning cost, promotion runway, and expected pipeline scale with it: a webinar is a weekly or monthly motion, a virtual event is a quarterly or annual flagship. The two are complementary. Virtual events generate a cohort of registrations and content that fuels the webinar calendar and nurture tracks for the rest of the year.
How do webinars and events connect to the CRM?
Every registration, attendance record, session engagement signal, booth scan, and dinner RSVP should land on the contact record next to deal stage, score, and lifecycle. When events run on separate systems, attribution breaks, nurture lags, and reps call leads without knowing which session they watched or which booth they visited. The Strkr pattern keeps event signals on the same contact timeline as pipeline, so a webinar attended three months before a demo is still visible on the deal that eventually closes, and the field marketer can report influenced pipeline per program without stitching exports together in a spreadsheet.
