Webinars have become a popular tool for B2B event marketers looking to generate leads and engage with their target audience. However, creating a successful demand gen webinar requires careful planning and execution. Moreover, traditional webinars with long sessions are on the decline, as attention spans have grown shorter than ever before.

So, is there a way to craft a winning B2B demand gen webinar that will help you generate leads and increase engagement? Yep - with these steps, you can do just that.

Step 1: Define your audience and goals

Before you start planning your webinar, it's important to define your target audience and set clear goals for what you want to achieve. Identify the key demographics of your audience, such as job title, industry, and company size, and tailor your content to meet their needs and interests. Additionally, set specific goals for your webinar such as the number of attendees, leads generated, and conversions.

Step 2: Choose a topic and format

Once you have defined your audience and goals, it's time to choose a topic and format for your webinar. The topic should be relevant and interesting to your target audience and align with your goals. For example, if your goal is to generate leads, your topic could be "How to Increase Sales with XYZ Product."

When it comes to format, you can choose between a live webinar or a pre-recorded webinar. Live webinars are more interactive, but they require more resources and can be more difficult to plan and execute. Pre-recorded webinars, on the other hand, are easier to plan and execute, but they lack the interactive elements of live webinars.

Step 3: Select a webinar platform

There are many webinar platforms available, each with its own features and capabilities. When selecting a platform, consider factors such as ease of use, cost, and the ability to integrate with other tools such as marketing automation software.

Step 4: Create a compelling presentation

Now that you have your topic, format, and platform, it's time to create a compelling presentation. Keep in mind that your presentation should be visually engaging and easy to follow. Use a mix of text, images, and videos to keep your audience engaged. Additionally, make sure to include calls to action throughout the presentation to encourage attendees to take the next step, such as scheduling a demo or downloading a whitepaper.

Step 5: Promote your webinar

Promoting your webinar is crucial for ensuring a high attendance rate. Use a mix of tactics to market your webinar, such as email marketing, social media, and paid advertising. Additionally, consider reaching out to influencers and thought leaders in your industry to help promote your webinar.

Step 6: Host and moderate the webinar

Finally, it's time to host and moderate your webinar. Make sure to arrive early and test your equipment to ensure that everything is working properly. During the webinar, make sure to engage with your audience by answering questions and encouraging discussion. Additionally, use polls and surveys to gather feedback and make sure to follow up with attendees after the webinar to nurture leads and continue the conversation.

Pro tip: Ensure your webinar doesn’t end up being a monologue; the more interactions you foster, the more meaningful it will be for your attendees.

Creating a winning B2B demand gen webinar requires careful planning and execution. By following these steps, you can create a webinar that will help you generate leads and increase engagement. Remember to focus on your audience and goals, choose a relevant topic and format, select the right platform, create a compelling presentation, and promote and moderate your webinar effectively. With these steps, you can create a webinar that will help you achieve your B2B event marketing goals.

Zuddl is a unified platform for events and webinars that helps event marketers plan and execute events that drive growth. The platform has clients across the globe, such as the United Nations, Kellogg’s, Microsoft, HSBC, VMware, Google, StackCommerce and Cipla amongst others. In January 2022, Zuddl announced that it closed $13.35 mn in Series A funding.