Webinars: indispensable in your B2B content strategy
What type of webinar do you choose - and when?
There are numerous formats for webinars. Your choice depends on your goal, your target audience and your style. Are you going for an educational deep dive, an inspirational talk or a product demo that boosts sales? Or do you prefer an interview or panel that positions your brand as an industry guide?
Why a webinar?
Because nothing is more compelling than a live presentation. Webinars turn your content into a real experience, bring nuance and provide interaction. And they deliver tangible value:
- You incite action. You make your viewers learn something and do something. For example: 'Test our solution', 'Book your demo now' or 'Follow us and get the checklist'.
- You bring in new leads. You know who's registering, who's watching, what excites them. And you can use that info for follow-up via sales or marketing automation.
- You reinforce your brand story. You show not only what you know, but how you think. Who you are. And why that matters.
What topics work well?
The content of a webinar must be both relevant and inviting. The key to a good topic? Connect to real questions from your target audience. Think about:
- Sales or support frequently asked questions
- Themes in which your brand wants to become a thought leader
- Insights from SEO keyword research or your customer journey mapping
- Trends, innovations and visions of the future in your field
Some tried-and-true angles:
Tip
Reuse good scoring white papers, blogs or guides as the basis for a webinar. You don't always have to start from scratch - reworking is more efficient AND reinforces your message through another channel.
What does a webinar structure look like?
Every webinar has a logical structure. Avoid a dry PowerPoint marathon, and build a story with tension building, interaction and concrete takeaways. If necessary, work with this standard structure:
1. Introduction and welcome
State what you will bring and why it is relevant. Introduce speakers briefly and humanely.
2. Context & problem statement
Summarize the problem or challenge. Make sure the audience recognizes.
3. Core
Share insights, solutions or experiences. Alternate presentation with practice, anecdotes, polls or mini-interviews.
4. Q&A
Answer questions live. Let the moderator choose the appropriate questions. No question? Then provide 2-3 frequently asked questions as a start.
5. Closure & CTA
Repeat the core message. Provide clear next steps: download, contact, sign up, trial....
Keep it short and sweet. Ideal length? Between 30 and 45 minutes. That fits your target audience's schedule and forces you to get to the point.
No audience?
No problem.
Many marketers wonder: But who is going to watch? Or: Can we do that, create a webinar like that? Good news: you don't have to be an influencer or broadcaster. Above all, you need to tell a relevant story - and any brand with a mission can do that. And as for the audience:
- Start with your own customer base. Invite them via email, socials, newsletter.
- Use partners or guest speakers to expand your reach.
- Advertise targeted on LinkedIn if you want mass quickly.
- And remember: an on-demand webinar works even months later.
Trends: why webinars are winning in the coming years
In an age of content overload, people are looking for authenticity. Webinars answer that need. Live, immediate, human.
According to international research, B2B marketers consider webinars to be the top form of in-depth content in 2025 - ahead of podcasts and white papers. Accordingly, they are:
- Authentic (people really see and hear you)
- Flexible (live and on-demand deployment)
- Data-rich (you know who looked, where they dropped out, what they clicked on)
- Story-driven (they make your story come to life)
Your webinar is not limited to one event, but offers you a long-term content stream: you get blog posts, short clips, social visuals and Q&As out of it. Content repurposing at its best.
Technology: what do you need to get started?
Not much. A good webinar can be done with a solid platform (such as Zoom, Livestorm or Teams), a quality microphone and camera, bright lighting and a good story. What matters:
- Platform: choose one that suits you in terms of interactivity and branding.
- Slides: visually strong, little text, lots of cases and images.
- Moderator: someone who keeps the conversation flowing and engages viewers.
- CTA & follow-up: even before the webinar, plan what you'll do with leads, recording and follow-up after it's over.
Our golden rule: keep it simple, but thoughtful. You don't have to rig up a studio - although you can. Depending on your setup, choose a simple or a slightly more sophisticated approach with multiple cameras. In any case: a tight setup and good preparation make all the difference.
How JaJa helps you
Creating a webinar may seem complex, but with the right guidance it becomes a whirlwind story. That's exactly where JaJa supports you.
1. Content Strategy
- Together we determine the goal, the audience, the topic and the right approach.
- We provide a structure that fits your brand and the expectations of your target audience.
- We bring the thread of your brand story into the structure and tone-of-voice.
2. Creation & preparation
- We write the script, help your speakers bring their story and design slides that reinforce the story.
- We'll help you publicize the webinar and find an audience.
- We make sure everything is technically ready: tools, registration page, polls and follow-up emails.
- We practice together: dry run included.
3. Implementation & publication
- We accompany the webinar live: as moderator or behind-the-scenes director.
- We record, crop, and help to deploy the recording intelligently.
- We extract additional content from the recording: snippets, quotes, blog posts or checklists.
4. Distribution & impact
- We'll help you distribute the webinar: via email, socials, partners or ads.
- We build a follow-up campaign: targeted, personalized, with an eye for conversion.
- We report on the effect: who looked, who clicked, who converted?
FAQ: B2B webinars
1. What does a B2B webinar provide if you don't already have a large reach?
Hosting a webinar certainly makes sense, even without a large audience. You simply start with your existing customers, newsletter subscribers or LinkedIn followers. Thanks to the recording, you can afterwards distribute your webinar on-demand, via email, your website or social media. That way, even weeks or months later, you still get value out of one good webinar - it becomes a sustainable lead generator.
2. How do you give a good webinar without an experienced speaker?
A good B2B webinar depends not on a top-notch presenter, but on a clear story. Do you have content expertise? Then you can share that through an interview, panel discussion or co-hosted webinar. JaJa supports you in choosing the right format and in the preparation, storytelling and coaching of your speakers. Together we can create a webinar that comes across as authentic and professional.
3. What do you need to host a professional webinar?
To deliver a professional webinar, you need these basics:
- A well-chosen webinar platform (such as Zoom, Livestorm or Teams)
- A substantively strong story or topic
- One or more speakers or a moderator
- Attractive, visual slides
- A clear call-to-action (CTA) as well as a plan for follow-up
4. How do I choose the best topic for a webinar?
The best topic for your webinar connects to a concrete information need of your target audience. Ask yourself: what are our customers struggling with? What questions does sales or support often get? Use input from your team, search behavior (SEO tools), frequently asked questions and your existing content as inspiration. And remember: a good topic is specific, relevant and offers a clear promise.
5. What if there are few viewers during my webinar?
Even a small group of live viewers is valuable - they are often highly engaged. But the real reach comes afterwards: reusing a recording of your webinar via email, social media or your website often delivers more views in the long run than the live moment. So remember: a good webinar lives on as on-demand content, blog post, snippet or sales material.
6. How much time does it take to prepare a webinar?
Preparing a B2B webinar takes an average of 2 to 4 weeks, depending on complexity. At JaJa, we work with a set step-by-step plan that helps you work quickly and in a structured way: from topic selection and script to registration page and promotion. Thanks to our approach, you won't lose any time and you can be sure of quality.
7. How do you best promote a webinar to attract participants?
Promoting a webinar is best done through a mix of channels:
- Email campaigns to your own database
- Posts and events on LinkedIn (possibly with ads)
- Newsletters and content blocks on your website
- Collaborations with guest speakers or partners who will co-share your webinar
Make sure you have a clear message, an attractive title, and a landing page that convinces immediately. Tip: Specifically state what viewers will learn and what it will give them.
8. What exactly does JaJa do when creating a webinar?
We guide you through every step of the process: from coming up with a strong topic to the execution, recording and promotion of your webinar. We provide:
- Content strategy and storytelling
- Script and slides tailored to your brand
- Technical guidance and moderation
- Recording, editing and finishing
- Reuse of recording in blog posts, clips and social visuals
- Follow-up campaigns and reporting of your results
