Webinars as a Marketing Tool

March 25, 2025

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How can my brand use webinars to connect with prospects and customers?

Now more than ever, webinars are a powerful tool to help marketers increase brand awareness, establish their brand as a thought leader, increase purchase and/or subscriptions, educate consumers, as well as provide an opportunity for content to be repurposed.

The best kind of webinar is engaging, inspirational, provides value and useful information, and makes people want more. However, part of hosting a successful webinar is making the experience seamless, easy, accessible, and visually pleasing.

According to ON24's 2025 Webinar Benchmark Report, webinars have become a go-to tool for marketers wanting to deliver valuable content in an engaging format. The medium has proven itself effective in continuously fueling interest among audiences, with the average number of attendees rising to 216 in 2024 – a 7 percent increase YOY.

ON24 adds that "the most successful webinars are those that offer rich experiences where attendees feel truly immersed. Interactive tools and advanced follow-up features are what separate the format from traditional online meetings and utilizing these effectively will result in deeper audience engagement."

Below are resources to help marketers harness the power of webinars.

Trends and Best Practices

2025 Webinar Benchmark Report. ON24, 2025.
Webinars and on-demand content experiences play a key role in the buyer's journey. These channels don't just help educate and build awareness among audiences – they're also vital for nurturing high-intent prospects into leads. 2024 saw buyers increasingly turning to webinars as a source of information for purchase decisions. Demo bookings rose by 18 percent, while there was a 21 percent increase in engagement with all calls-to-action (CTAs) per attendee.
2024 B2B Marketing Benchmark. Goldcast, 2024.
In their first benchmark report, Goldcast noticed most webinars happen mid-week. That pattern is still holding strong, with Wednesdays and Thursdays being the most popular days of the week to host events. As Goldcast notes, "It makes sense to host mid-week webinars because many people use Mondays to map out their priorities for the week, and some folks like Fridays to be a 'no-meeting' day. There are also people who don't work Fridays at all as part of their work schedule, so sticking to Tuesday [to] Thursday gives you a better chance of attracting them."
41 Tips and Best Practices to Create Great Webinars. Search Engine Journal, 2024.
This comprehensive guide shares 41 best webinar practices, including as it relates to developing your webinar strategy, targeting your audience, generating leads, and maximizing conversions.
Webinar Promotion Handbook. Livestorm, 2023.
This handbook includes considerations for planning a webinar, including as it relates to determining the webinar format, choosing the right webinar software, selecting speakers, promoting the webinar, and actions to take after the webinar.
3 Tips for Better Webinar Signups and Engagement. Marketing Profs, 2025.
Based on findings from Goldcast's 2024 B2B Marketing Benchmark, this articles suggests taking the following steps to increase the chances of people signing up for and attending your webinars:

Think creatively when naming your webinars.
Brainstorm event series ideas.
Try hosting webinar events more regularly so audiences get used to seeing you and begin to think of you as a thought leader in your respective space.

How to Produce Webinars that Drive Sales and Delight Customers. HubSpot, 2024.
Within this guide, HubSpot shares the following webinar checklist.

The Ultimate Webinar Checklist:
Post-Webinar Best Practices: How to Keep the Momentum Going. Experience Welcome, 2025.
To maximize the impact of your webinar, it's essential to have a post-webinar follow-up plan in place. During this phase, you can continue to engage with attendees, gather valuable feedback, and drive conversions. Some key tasks to consider include:

Prepare post-webinar survey questions: This is a great way to gather feedback from webinar attendees and learn more about what they found valuable, what could be improved, and what they might be interested in seeing in future webinars.
Craft a follow-up email: This first email sent to attendees after the webinar should thank them for their participation and provide them with additional resources, such as the webinar recording or relevant white papers.
Create a landing page: This is a great way to keep the momentum going after the webinar ends by providing attendees with additional information and resources related to the webinar topic.

Tools

Webinar Program Playbook. ANA/Demand Metric.
Use this step-by-step playbook and set of premium tools and templates to create a comprehensive webinar program.

Webinar Program Training Course. ANA/Demand Metric.
Demand Metric's Webinar Program Training Course leads you through the process of developing a comprehensive webinar program. It includes a 36-page, step-by-step, consulting methodology that highlights their toolkit of 24 premium tools and templates to develop a comprehensive webinar strategy and program.

Webinar Program ROI Calculator. ANA/Demand Metric.
Use this Webinar ROI Calculator to determine the ROI, in quantitative and qualitative terms, from webinars. This Microsoft Excel calculator will help you collect metrics from your webinar program and automatically calculate the ROI your company will receive from a webinar program.

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