Webinars in 2026: Are They Still Worth It For B2B Growth?

The State of Webinars in 2026

Webinars have evolved from simple online presentations into sophisticated, interactive experiences. With AI-driven personalization, advanced analytics, and hybrid formats, webinars remain one of the most cost-effective ways for B2B companies to generate leads, nurture relationships, and establish thought leadership.

73% of B2B marketers and sales leaders consider webinars the most effective method for generating high-quality leads Source: Content Marketing Institute, 2022

Why Webinars Still Matter for B2B Leaders

Webinars continue to deliver measurable value when aligned with business goals:

• Lead Generation & Nurturing: Webinars attract qualified prospects and provide opportunities to engage them with tailored content.

• Thought Leadership: Hosting webinars positions your company as an authority in your industry.

• Customer Retention: Educational webinars help existing clients maximize the value of your product or service.

• Scalable Reach: Unlike in-person events, webinars allow you to reach global audiences without travel costs.

• Data & Insights: Modern platforms provide granular analytics on attendee behavior, helping refine sales and marketing strategies.

Standalone webinars generate 56% more registrations than webinar series. Source: Contrast, 2025

Do’s and Don’ts for Webinar Success

Do’s

• Define a clear objective: Know whether your webinar is for lead generation, client education, or brand positioning.

• Pick the right topic: Not all topics will be interesting enough for someone to take time out of their day to attend. So ensure you have a topic that is of actual interest to your audience.

• Invest in engagement tools: Polls, Q&A, and breakout rooms keep attendees active.

• Promote strategically: Use email, LinkedIn, and partner channels to maximize registrations.

• Leverage post-event content: Repurpose recordings into blogs, clips, or gated assets for ongoing lead capture.

• Align sales follow-up: Ensure your sales team has a plan to engage attendees within 48 hours.

Don’ts

• Don’t call it a webinar. I know, we’ve been using it this whole time, but honestly, the word is off-putting. In fact, you’ll see more registration if you call it a Live Streaming Event.

• Don’t overload with slides: Keep visuals simple and storytelling-driven. Slides should supplement what you are talking about, NOT be something you read off of.

• Don’t ignore tech rehearsals: Test audio, video, and platform features before going live.

• Don’t make it a sales pitch: Focus on delivering value, not just pushing products. 78% of people would not register for a webinar if it looks too “salesy” or marketing-focused. Source: BrightTALK, 2021

• Don’t neglect timing: Avoid scheduling during industry events or holidays. Schedule them for 2pm local time to avoid morning craziness and end-of-day lag.

• Don’t forget accessibility: Provide captions and recordings for inclusivity.

Webinar Preparation & Hosting Checklist

Pre-Webinar

• Define your target audience and objective.

• Pick a topic your audience wants to learn more about (not what you THINK they want to know – do your research!) Bonus: Educational sessions generate 53% more ROI than product demo webinars (Source: Contrast, 2025)

• Choose the right platform (Zoom, ON24, Teams, etc.).

• Create a compelling landing page and registration form.

• Develop engaging content (story-driven slides, demos, case studies, poll questions).

• Promote across email, social, and partner networks.

• Schedule a dry run with speakers and tech support.

During Webinar

• Start with a strong hook (stats, story, or bold statement).

• Engage attendees with polls, chat, and Q&A.

• Keep sessions concise (60 minutes is optimal).

• Assign a moderator to manage questions and flow.

• Record the session for future use on social media or your website.

  • Alternatively, you can market it as a no on-demand available to improve attendance

Post-Webinar

• Send thank-you emails with the recording (if providing) and resources.

• Share highlights on LinkedIn and other channels.

• Pass attendee insights to sales for follow-up.

• Repurpose content into blogs, clips, or guides (if applicable).

• Review analytics to refine future webinars.

• Calculate ROI by determining the Lifetime Value (LTV) of 1 customer and the total cost of the event (total customer acquisition cost (CAC)). Then do the following calculations

          (# of New Customers x LTV) – CAC     x 100 = ROI Percentage                                            CAC

Here’s an example: Our live streaming event cost us $500 to put together. We got 3 new clients from this event. The lifetime value of a client is $120,000. So our ROI percentage calculation would look like this:

(3 x $120,000) - $500    x   100  =   72,000% Return on Investment!

$500

Final Thought

In 2026, webinars (or as we call them, live streaming events) are not just “still worth it,” they’re essential for B2B growth when executed with precision. For leaders, the ROI lies in their ability to combine reach, engagement, and actionable insights. Done right, webinars can be the cornerstone of a modern B2B growth strategy.