What is a webinar?
A webinar is an online presentation, training session or seminar that takes place live over the internet. It enables two-way communication – the presenter shares their screen, delivers a presentation, answers participants’ questions or actively engages them in discussion.
Webinars typically include:
- An expert presentation (e.g. a case study, product demonstration, trend analysis)
- A moderator and guest(s)
- A chat and Q&A section
- Registration and confirmation emails
- A recording for later viewing
- Option for post-event evaluation and follow-up communication
In a B2B environment, a webinar is one of the most effective formats for building trust and generating qualified leads.
Why webinars are important for B2B companies
- It enables effective education of the target audience
A webinar is ideal for explaining a complex product or topic in a format that combines visual and spoken presentation. - Generates relevant contacts (lead magnet)
Registration serves as a means of collecting contacts – often of high quality, as the participant has shown active interest. - Strengthens brand credibility and expertise
Presenters from the company or invited guests help build an image as a thought leader. - Supports various stages of the buying cycle
From initial inspiration (TOFU), through education (MOFU), to decision-making and acquisition (BOFU). - It saves costs and allows for scaling
There is no need to hire venues, travel or organise logistics – you can run a webinar with a small team and host it for tens to hundreds of people.
Practical applications and examples
- AITOM Digital
regularly organises specialist webinars focused on B2B marketing and RevOps → strengthening the brand, generating leads and building new relationships. - SaaS tool
Live demo with Q&A → 60% of participants scheduled a personal presentation after the event. - Technology manufacturer
Technical webinar for IT managers → 35 sales opportunities emerged from 300 registrations. - B2B marketplace
Webinar with partners → presentation of new products and benefits → increase in orders and partner engagement. - Consultancy firm
Series of “regular Wednesday webinars” on current topics → building an audience and community.
5 tips for running successful webinars
- Choose a relevant and specific topic
Ideally, it addresses a real problem faced by the target audience or answers a current question. - Secure high-quality presenters and a moderator
Individuals who can engage the audience, convey value and facilitate interaction. - Prepare a well-thought-out structure and schedule
Max. 45 minutes Q&A → the ideal length to hold attention. - Plan high-quality pre- and post-event communication:
email reminders, SMS, follow-up emails with a recording and a call to action. - Record and repurpose the content
Create a recording, short clips, articles or social media posts.
Related terms
- Lead Generation – webinars as a powerful tool for generating leads
- Marketing Automation – automated communication before and after webinars
- Thought Leadership – presenters build trust and establish themselves as experts
Further resources
- HubSpot – How to Run a Webinar
- Livestorm – B2B Webinar Strategy Guide
- Demio – Best Practices for B2B Webinars
Summary
Webinars are among the most effective B2B marketing formats – they educate, generate leads, strengthen the brand and shorten the sales cycle. They are used across industries and stages of the sales funnel, and when executed correctly, they deliver high performance at a reasonable cost. Would you like to plan a webinar that will actually deliver business results? Please do not hesitate to contact us.