Best webinar formats for quality B2B lead generation

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Matt Francis - Founder at Cloudpresenter
Post by
Matt Francis
Last updated :
February 7, 2024
 | 20 min read

Unknown to some beginners in digital marketing, the webinar format you choose will always influence the outcome of your efforts. While everything may look the same in a live presentation environment, the structure and audience expectations are rarely the same.

That’s why exploring and choosing the best webinar format suitable for your marketing, customer engagement, or lead generation goal is essential. Hence, webinars have varying use cases.

Assuming you have tested some formats and they are not delivering the desired results, now is the time to think differently. Besides the content itself, your delivery style also impacts the overall outcome of your webinar marketing strategy. In line with the above, we have highlighted some proven tips to enable you to accomplish your lead-generation goals via webinar marketing.

Why webinar marketing works well for lead generation

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Webinar marketing proves highly effective for B2B lead generation due to its multifaceted impact on fostering engagement, credibility, and value-driven interactions within the target audience. Unlike traditional marketing tactics, webinars allow businesses to offer in-depth knowledge, insights, and solutions directly relevant to the industry or niche, positioning the hosting company as an authoritative voice. By addressing specific pain points or industry trends, webinars attract a qualified audience interested in gaining specialized knowledge.

The interactive nature of these events encourages real-time engagement, fostering meaningful conversations and networking opportunities among participants.

Furthermore, the registration process provides valuable lead information, enabling businesses to nurture prospects with targeted follow-ups tailored to their interests and needs.

With the ability to showcase expertise, build trust, capture leads, and nurture relationships, webinars are a pivotal B2B lead generation tool, driving high-quality leads and conversions for businesses.

Proven webinar formats for generating quality leads

In this section, we have highlighted and explained the best webinar format for quality B2B lead generation. Depending on the person in charge of your webinar strategy, you can test some of these formats to uncover the most suitable option for your overall business or marketing goals.

1: Customer education webinar

Customer education webinars play a pivotal role in lead generation by establishing credibility and expertise within a target audience. These virtual events address specific pain points or challenges potential customers face. These webinars offer in-depth insights and solutions, positioning the hosting company as a knowledgeable authority in the field.

Providing valuable information and practical guidance, webinars attract a qualified audience interested in learning and solving their problems.

They serve as a platform to showcase a product's or service's benefits and applications, subtly demonstrating how it addresses customers' needs. Webinars create engagement opportunities, allowing direct interaction between the audience and presenters fostering trust and rapport.

The registration process for webinars collects crucial lead information, facilitating tailored follow-up strategies to nurture relationships with potential customers. Through continuous engagement and valuable content delivery, customer education webinars encourage leads and convert some of them into paying clients. 

2: Product demo webinars

Generating leads through product demo webinars holds significant importance, where a product demo represents a live or pre-recorded presentation showcasing a product's or service's functionality and value. These webinars play a vital role as they offer a tangible understanding of the solution provided, directly illustrating its features, functionalities, and benefits to the audience.

Product demo webinars enable potential customers to visualize the product in action, aiding them in comprehending its value and potential applications within their contexts.

The interactive nature of these sessions allows for immediate engagement, questions, and clarifications, fostering a deeper understanding of the offering. By demonstrating the product's features and relevance in solving specific pain points, these webinars attract a qualified audience genuinely interested in the solution, enhancing the likelihood of converting leads into paying customers.

3: Expert interview webinar format (panel discussion)

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Quality panel discussion webinars involve industry experts or thought leaders engaging in conversations around specific topics, presenting an opportunity for marketers and corporate owners to generate B2B sales leads.

By curating a panel of influential figures relevant to their target audience, these webinars offer diverse perspectives and insights, attracting professionals seeking valuable discussions and expertise. Strategic promotion across pertinent channels draws an interested audience intrigued by gaining multifaceted insights from the panelists.

During the webinar, engaging discussions, Q&A sessions, and expert viewpoints foster credibility for the hosting company. Registrations collect essential lead information, enabling tailored follow up guides that nurture relationships through subsequent communications. Personalized content or additional resources provided post-webinar aid in cultivating these leads further along the sales funnel, increasing the likelihood of conversion into paying customers.

4: Joint venture webinars

Different businesses or influencers partnering in joint venture webinars collaborate to co-host events, allowing marketers and business owners to expand their audience reach and generate leads.

By aligning with complementary brands or industry experts, joint venture webinars enable each partner to promote the event to their respective audience, broadening exposure and attracting diverse participants. This collaborative approach combines resources and expertise, offering a wider spectrum of knowledge and perspectives appealing to a broader audience.

A shared audience pool increases the likelihood of attracting qualified leads interested in the collective expertise. Presenters leverage their insights, solutions, or products during these webinars, showcasing value and credibility.

The registration process collects lead information for both partners, allowing shared access to potential leads. Subsequently, partners collaborate on follow-up strategies, delivering tailored content or offers to nurture and convert leads into paying customers.

5: Case study webinar format

Customer engagement in case study webinars involves presenting real-life examples or success stories demonstrating how a product or service effectively addressed a problem or achieved significant results. Marketers effectively utilize case study webinars by showcasing specific instances where their offering provided tangible solutions or notable improvements for clients or customers.

These webinars delve into the problem faced, the approach taken, and the successful outcomes achieved, resonating with an audience seeking evidence-backed solutions.

Promotion across relevant channels attracts an audience interested in proven results and practical insights. During the webinar, detailing the step-by-step process and the impact created cultivates trust and credibility, enticing potential leads seeking similar solutions. 

6: Live Q&A sessions

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Interactive Q&A sessions are a pivotal tool for lead generation, facilitating direct engagement and interaction between presenters and attendees during webinars or events.

These sessions allow participants to ask questions, seek clarifications, and engage in real-time discussions, fostering a sense of involvement and personal connection. Marketers strategically leverage the interactive nature of Q&A sessions to address attendees' queries, enhancing the overall experience while positioning the hosting company as a knowledgeable and trustworthy authority capable of providing valuable insights and solutions.

Through encouraging participation and catering to specific audience concerns, these sessions captivate attention, foster rapport, and effectively gather information about the audience's needs and pain points, aiding in lead qualification. Furthermore, the registration process during these sessions provides a valuable opportunity to collect attendee information, offering a pool of potential leads for targeted follow-up strategies aimed at nurturing relationships and guiding leads through the conversion funnel.

How to sell your product or service through a webinar

Besides generating leads, you can leverage interactive live webinars to sell your services or products. And that’s the essence of creating a complete webinar sales funnel. Knowing how effective it has proven to be over the recent years, over 62% of marketers now use webinars as a potent source of generating sales and revenue. Check this guide on how to sell to your webinar-generated leads.

Define  your target audience and webinar goal:

Conduct thorough research to understand your target audience's demographics, interests, pain points, and needs. Define a clear objective for your webinar: lead generation, product education, or direct sales. Tailor your messaging and presentation style to resonate with your audience's preferences and challenges. Segment your audience if necessary to create more personalized content that addresses specific concerns or industry-related topics.

Create compelling webinar content:

Develop a structured presentation that tells a story about how your product/service solves a specific problem or fulfills a need. It would be best if you also used a mix of visuals, storytelling, case studies, and statistics to reinforce the benefits and credibility of your offering. 

Provide practical examples and actionable advice that attendees can apply to their situations. Incorporate storytelling techniques to make your content relatable and memorable, ensuring that it resonates emotionally with your audience.

Choose the right platform:

Evaluate different webinar platforms based on features, ease of use, audience capacity, and interactive capabilities before selecting the most suitable one. Familiarize yourself with the platform's functions for seamless presentation and audience engagement.

Test the platform beforehand to ensure technical aspects such as audio, video, and screen sharing work flawlessly.

Check this detailed guide on how to choose a webinar platform

Promote your webinar:

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Create an enticing and informative landing page or registration form highlighting the webinar's value proposition. Use persuasive and compelling language in your promotional materials to capture the audience's attention and encourage registrations. Collaborate with industry influencers or partners to expand your reach and tap into your audience base. Leverage social media platforms, industry forums, and email marketing to amplify your promotional efforts.

Prepare for engaging delivery:

Rehearse your presentation multiple times to ensure a smooth and confident delivery. Practice managing the webinar platform's features, such as polls, Q&A sessions, and interactive tools. Craft a compelling opening that grabs attendees' attention and sets the tone for the webinar. Encourage participation and interaction throughout the session by asking thought-provoking questions and involving the audience in discussions.

Highlight your product/service:

Seamlessly integrate your product/service within the webinar's narrative, showcasing its features, benefits, and unique selling points. Share success stories, testimonials, or case studies demonstrating real-life applications and results. Avoid being overly promotional; instead, focus on educating and providing valuable information that positions your offering as a solution to the audience's problems.

Create a sense of urgency:

Introduce limited-time offers, exclusive discounts, or bonuses available only to webinar attendees to prompt immediate action. Emphasize these offers' scarcity or time-sensitive nature to motivate attendees to act swiftly. Create urgency without resorting to high-pressure sales tactics, maintaining a focus on the value proposition and benefits.

Use precise call-to-action (CTA):

Clearly outline the desired action you want attendees to take, such as visiting a sales page, scheduling a demo, or purchasing. Make the CTA prominent and easy to follow, providing direct links or instructions on how attendees can proceed. Reiterate the key benefits or incentives attendees will receive by taking the desired action.

Create webinar follow up email sequence

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Send a personalized follow up email thanking attendees for participating and providing additional resources or materials discussed during the webinar. Address any unanswered questions and offer ongoing support to nurture leads further and solidify their interest. Share recordings or highlights of the webinar for those who couldn't attend, extending the webinar's value beyond the live session.

Evaluate and improve:

Analyze webinar metrics like attendee engagement, conversion rates, and feedback to assess the webinar's success. Review audience feedback and comments to understand what worked well and areas for improvement.

Use insights gained to refine future webinar strategies, improving content, delivery, and audience engagement for better outcomes. Regularly iterate and optimize your webinar approach based on data and audience responses to continually enhance effectiveness.

Best webinar platforms for lead generation experts


Cloudpresenter is a comprehensive webinar hosting platform suitable for marketers and business owners seeking a feature-rich and user-friendly solution.

One of its standout features is its versatility in accommodating various webinar formats, including live, on-demand, and automated webinars. With these features, the platform allows users to tailor their presentations to fit different audience needs.

The interactive tools, such as polls, surveys, and live Q&A sessions, enhance audience engagement during webinars, fostering interaction and enabling real-time feedback. Cloudpresenter's customization options for branding and creating visually appealing webinar environments contribute to a professional and cohesive user experience, strengthening brand identity.

Moreover, its robust analytics and reporting capabilities provide valuable insights into attendee behavior, helping marketers assess webinar performance and optimize future strategies. The platform's scalability, varying attendee limits, and integration capabilities with other marketing tools and CRMs make it an attractive choice for businesses of different sizes and marketing needs.

However, specific features, pricing, and updates may have evolved since my last update, so checking the latest reviews and offerings is advisable to make an informed decision based on current features and user feedback.


LiveStorm stands out as a user-friendly and versatile webinar hosting software, offering a range of features suitable for businesses of various sizes. Its intuitive interface simplifies the webinar creation process, enabling easy setup and management of live, on-demand, or automated webinars. One of its notable strengths lies in its robust and interactive tools, including polls, Q&A sessions, and interactive chat, fostering engaging interactions with attendees.

The platform's reliability in delivering high-quality video and audio provides a seamless webinar experience. Additionally, LiveStorm's analytics and reporting features offer valuable insights into attendee engagement, helping users gauge the effectiveness of their presentations. Its integration capabilities with CRM tools and other third-party applications further enhance its functionality and adaptability within existing workflows.

However, the pricing structure might be a consideration for some users, and certain advanced features may be available only in higher-tier plans.

LiveStorm is a solid option for those seeking a comprehensive webinar solution that prioritizes user-friendliness, interactivity, and reliable performance. As with any software, reviewing the most recent updates and user feedback is advisable to ensure it aligns with specific business needs and preferences.


ClickMeeting stands out as an exceptional webinar software, offering a comprehensive suite of features tailored for seamless virtual gatherings. Its user-friendly interface simplifies both hosting and attending webinars, facilitating an effortless experience for users of all levels.

The platform's customization options enable branding consistency, allowing hosts to personalize their webinar rooms to align with their corporate identity. Notably, ClickMeeting's interactive tools, including polls, surveys, and chat functionalities, significantly amplify audience engagement and interaction during sessions, fostering a sense of inclusivity.

Furthermore, its robust recording capabilities empower hosts to archive sessions for later access or distribution, ensuring content longevity and wider reach.

The software's compatibility across various devices ensures accessibility, enabling participants to join sessions from anywhere. Additionally, the comprehensive analytics feature provides valuable insights into attendee behavior, aiding hosts in refining their content for maximum impact. ClickMeeting's seamless integration with third-party applications further augments its utility, making it a dependable, all-in-one solution for hosting impactful and successful webinars.


When you define your webinar goal and target audience, the next step is to choose a suitable format for them. What we have done here is to give you some of the best options you can explore or use to host your future webinars. Assuming you have used some formats highlighted in this post but are not getting good results, consider testing other formats during your next event.

To put everything together, you’ll also need to choose a webinar platform with great features for interactive audience engagement during and after the event.

For example, you can use the webinar survey features of Cloudpresenter to get more insights from your audience after hosting each event with a specific format.

Finally, consider leveraging post-webinar email follow-ups to engage people who missed the event and convert some of them into paying customers.

Frequently Asked Questions

How do you promote a webinar effectively?

Promoting a webinar involves utilizing various marketing channels such as email campaigns, social media platforms, website announcements, and collaborations with industry influencers or partners. Crafting compelling and informative content about the webinar's topic, engaging visuals, and teaser videos can attract potential attendees.

How do I increase my webinar show-up rate?

Increasing the webinar show-up rate involves several vital strategies. Firstly, timely and engaging reminder emails with clear instructions and valuable insights about the webinar content can encourage attendance. Utilizing SMS reminders closer to the event time can also reinforce the message. Offering exclusive or limited-time bonuses, sneak peeks, or downloadable resources as incentives for attending can further motivate participants. Additionally, conducting pre-webinar engagement activities like polls, surveys, or discussion threads on social media can generate anticipation and commitment.

How do I convert webinar leads to customers?

Converting webinar leads into customers involves nurturing relationships and providing valuable follow-up interactions. Immediately after the webinar, sending personalized follow-up emails thanking attendees for participating and summarizing the critical points discussed can reinforce engagement. Sharing additional resources, such as related content or exclusive offers tailored to their interests expressed during the webinar, can further solidify their interest. Implementing a structured follow-up sequence, including emails, targeted social media interactions, or personalized outreach, allows for continued engagement and helps address any queries or concerns, ultimately guiding leads through the conversion funnel toward becoming customers.

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