Many B2B tech companies continue to invest in webinars as part of their marketing mix. However, while many marketers view webinars as a tool for awareness or education, they are rarely planned and executed in a way that contributes meaningfully to pipeline growth.
The commercial value of a webinar does not lie in the number of registrations or attendees. It relies upon what happens before the webinar begins and the actions taken immediately after it ends. Without clear intent, a defined promotional plan, and coordinated sales follow-up, even a well-attended webinar will fail to deliver measurable outcomes.
In this blog, I will outline the planning and post-event activities that transform webinars into revenue-generating campaigns, ensuring they lead to qualified sales conversations, not just brand visibility.
Before the webinar: Set the stage for commercial impact
1. Choose a topic that creates pipeline, not just interest.
One of the most common mistakes organisations make when planning a webinar is selecting a topic based on internal preferences rather than commercial outcomes. Teams often ask, “What do we want to talk about?” instead of, “What would spark a conversation with our ideal buyer?”
If the goal is to build pipeline, the topic must resonate with the challenges, goals, and priorities of your target audience. It should be something that naturally leads into a commercial discussion. Sales insights are essential for identifying recurring objections, emerging market trends, and high-impact problems that your team is well positioned to address. These topics drive decision-maker attendance and open the door to qualified follow-up conversations.
2. Align with your sales team from the start.
For a webinar to generate measurable outcomes, marketing and sales must be aligned from the outset. It should be clear who the webinar is intended to support—whether it is a specific business development team, a strategic account manager, or an outbound sales function.
Define which personas or accounts the session is designed to attract. Clarify how leads will be qualified, routed, and followed up. If sales engagement is left vague or optional, the opportunity to convert interest into pipeline will almost certainly be lost. A coordinated plan for post-webinar action, calls, emails, or tailored outreach, must be in place before the event goes live.
3. Build a funnel, not just a calendar invite.
A webinar should be treated as a campaign, not a standalone event. Simply sharing a calendar invite or setting up a registration form is not enough. Every element, from the landing page to the promotional channels, should be optimised to generate interest and capture leads with clear intent.
The landing page should focus on the value of attending, not just the event logistics. Why does this topic matter now? What will attendees gain? Make this clear within the first few lines. Promotion should be both strategic and targeted, combining paid media with organic efforts across email, social media, and partner channels.
Finally, treat every registration as a potential lead. The form should collect information that supports qualification and follow-up. Do not think of it as an RSVP; consider it the entry point into a pipeline-building conversation.
After the webinar: Where the revenue play really starts
1. Do not just send a replay. Execute a structured follow-up.
The value of a webinar is not realised at the point of delivery, it is in what happens immediately after. Sending a replay link may serve a purpose, but it is not a substitute for direct, personalised follow-up.
Ensure your Sales Development Representatives or Business Development Managers are equipped with a clear list of registrants and attendees. Include context, such as who asked questions, responded to polls, or engaged in the chat. These are your warmest leads.
Provide the sales team with email templates, call scripts, and suggested talking points referencing the webinar content. This approach enables timely, relevant outreach that feels personal and considered, rather than disconnected from the experience the prospect just had.
2. Reuse the content to extend return on investment.
A well-executed webinar does not end when the session concludes. It should serve as a source of high-quality content that can be repurposed across multiple channels to extend its reach and impact.
Short-form video snippets, one to two minutes in length, can be edited from the recording and shared on LinkedIn to capture attention and reinforce key messages. Strong insights or data points from the session can be developed into a blog post, turning the event into an ongoing asset that supports thought leadership and SEO.
Additionally, consider weaving the most valuable takeaways into your lead nurture emails. This reinforces your message and provides consistent value to prospects who may not have attended the live event.
3. Track actual outcomes, not just views.
While attendance and replay views are useful indicators of interest, they are not a measure of success. If your objective is to drive commercial outcomes, you must track what happens after the event, specifically, what progress was made towards generating revenue.
How many follow-up calls were booked as a direct result of the webinar? How many leads progressed further through the sales funnel? Which topics or formats attracted the most commercially relevant engagement?
Reviewing these metrics will help you refine your approach, prioritise future webinar themes, and demonstrate marketing’s contribution to pipeline generation, where it matters most.
Conclusion
Webinars continue to be a valuable tool for engaging decision-makers in the B2B tech space, however only when approached strategically. The difference between a webinar that builds pipeline and one that simply fills a calendar lies in the activities that happen before and after the event.
From choosing a commercially relevant topic and aligning with sales, to executing timely follow-up and repurposing content, every stage of the process plays a role in driving measurable outcomes. When planned and delivered with intent, webinars become more than a content asset, they become a growth channel.
Drive pipeline from your webinars with Resonate
At Resonate, we offer a complete, end-to-end service that connects marketing strategy with sales execution. From developing commercially focused webinar content to managing promotion, delivery, and sales follow-up, our team ensures your efforts translate into real business outcomes. If you are looking for a smarter, more integrated approach to marketing and sales, we are ready to support you.
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