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How do I create effective webinars for my company?

The webinars that generate the best leads are built by marketing and sales working together. Marketing knows how to create, promote and run the webinar. Sales knows what prospects are asking, where deals stall, and which accounts matter most. When both teams plan the webinar together, you get content that resonates with the right prospects and a sales team ready to follow up while interest is high.

For the full step-by-step process (planning, registration, promotion, running the session and measurement), see How do I run a great webinar marketing campaign?

1. Set goals together

Meet with your sales team before choosing a topic. Agree on what the webinar should achieve, for example:

  • Generate new leads.
  • Nurture existing leads who aren't ready to buy yet.
  • Speed up the sales cycle by answering common questions before sales conversations.
  • Increase close rates, for example with a live demo for late-stage prospects.

Questions to ask sales:

  • Where are prospects dropping out of the sales process?
  • Do we need more leads, or better-quality leads?
  • What do you wish prospects knew before your first conversation?

2. Choose a topic sales would recommend

Your sales team hears prospects' questions and concerns every day, which makes them your best source of webinar topics.

Questions to ask:

  • What do you find yourself explaining over and over?
  • What concerns or objections come up most often?
  • What topics are our competitors not addressing?

Formats to consider:

  • Educational sessions: best practices, market outlooks, how-tos.
  • Panel discussions with industry experts or clients.
  • Live Q&A sessions.
  • Product or service demos for prospects closer to a decision.

Ask sales to review the outline and final slides before the event.

3. Agree on the next step

Choose a call to action that fits where attendees are in their buying journey, and make sure sales is ready to support it:

  • Early stage: download a guide, subscribe to your newsletter, or register for the next webinar.
  • Later stage: read a case study, request a consultation, or schedule a demo.

4. Give sales what they need to promote it

About two weeks before you start promoting, give your sales team:

  • A webinar summary: title, goal, target audience, key points, speakers, date and time, and the call to action.
  • A list of their prospects and clients to personally invite.
  • Email templates for invitations and reminders.
  • Ready-to-share social posts with the registration link.
  • An email signature banner linking to registration.

Personal invitations from a sales rep often get a better response than a marketing email alone.

5. Share webinar data with sales

After the webinar, send sales a summary of:

  • Who registered and who attended.
  • Who registered but didn't attend, for replay follow-up.
  • Engagement: questions asked, poll and survey answers, and time watched.
  • The most engaged leads, such as those who asked questions or clicked your call to action.

If you use HubSpot, connecting your webinar platform lets this data flow into contact records automatically. You can also use workflows to notify reps when one of their prospects registers or attends.

6. Follow up together

  • Within 24 hours: send all registrants the replay and slides, with different messages for attendees and no-shows.
  • Personal follow-up: give reps email templates to follow up with their most engaged leads.
  • Ongoing nurturing: share related content, such as blog posts, short video clips or guides from the webinar, in the following weeks.

7. Measure and share results

Track results that matter to both teams:

  • New leads generated, and existing leads engaged.
  • Attendance rate and watch time.
  • Meetings booked, opportunities created, and deals influenced.

Share the results with sales, and ask what they're hearing from prospects. Their feedback will make your next webinar even better.

For financial firms: webinar content, recordings, slides and follow-up materials may need compliance review and recordkeeping. Build review time into your schedule.

Need help planning a webinar program? Contact the Gate 39 team through the Customer portal.