Best Practices for Webinars and Online Events

Online events, such as webinars, are one of the top techniques used by B2B marketers focused on demand generation. The reasons are clear:

• they are effective at generating interest and attendance
• they are not expensive, compared to in-person events or tradeshows
• a recorded webinar can be re-used as a content asset for many months
• thought leadership can be established through events that feature in-house or industry experts
• prospects appreciate the ability to attend from their desk and drop off if the content is not of interest

However, there is a difference between doing online events, and doing them well. In this video, Rhonda Wunderlin discusses the best practices for promoting the event, minimizing the registrant/attendee drop-off rate, and maximizing the effectiveness through great follow-up.




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Online events and webinars are great for lead nurturing, as they are generally non-salesy, and thus more appropriate in the early stages of a buying process. Registration and attendance also for key indicators of interest and are often used as components of lead scoring programs.