Written by: Vickie Sullivan  |  May 29, 2025

2 Easy Ways to Improve Your Webinar Marketing Strategy

Webinars aren’t going anywhere, but how we use them is evolving fast.

For many B2B marketers, especially in service-based industries, webinars have become a go-to tool for driving engagement, showcasing expertise, and generating leads. But according to Goldcast’s 2024 Webinar Benchmark Report, we need to rethink our webinar marketing strategy.

The report, which is based on research into 6,000-plus webinars across 300 B2B brands, is packed with actionable insights. What I like best, though, is it gives you real-world examples to help you improve your webinar marketing strategy.

2 Strategies to Strengthen Your Webinar Marketing Strategy

While the report is filled with compelling information, there are two takeaways we need to implement right away:

• Rethink your webinar titles. Using the word “webinar”in your title can hurt registration—by as much as 50%, according to the report. That’s likely because the format no longer feels fresh. Instead, lead with value. Focus on the topic, the insight, or the benefit. Announce a trend, highlight a deep dive, or frame it as a can’t-miss conversation.

• Think in series, not one-offs. The average company now runs 22 webinars per year. That’s a 69% increase from the previous year. But more volume works if you plan with intention. Today’s audiences are used to binge-worthy, connected content. Creating a branded webinar series around a central theme encourages repeat attendance and builds loyalty.

Webinars Still Work—If Your Strategies Evolve

What once felt novel is now expected, so it’s no longer enough to simply host a webinar and hope for the best. To stand out and drive results, your webinar marketing strategy must be intentional. Craft compelling titles, build themed series, and treat your webinar program like a core part of your brand.

The bar has been raised. Use insights like these to keep your strategy sharp—and your audience coming back.

Now Read This:

• Content Engagement Trends: What Audiences Want in 2025
• Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road

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