13 B2B Webinar Ideas for Every Stage of the Customer Journey

Webinars can be powerful marketing assets for B2B companies. From improving brand awareness to generating leads to educating customers, they're helpful throughout the marketing funnel.

To host a successful webinar, you need the right topic and angle. Customize these B2B webinar ideas for your business so you can connect with your target audience at every stage of the customer journey.

How to select a good topic for webinars

Over 90% of B2B professionals prefer webinars to other educational content formats. But not just any topic will work for your target audience. Here are some factors to consider as you choose the ideal webinar topic.

Decide on objectives

Before you begin planning, clarify what you want the webinar to achieve. This way, you'll get a better idea of the best approach to use for your virtual event.

For example, you may want to:

• Improve brand awareness and spark interest in your business
• Turn engaged prospects into leads you can hand off to your sales team
• Reward current customers for their loyalty and offer exclusive resources

Target your ideal customer

Not every topic or format will work for your audience. To ensure your webinar resonates with attendees, tailor the topic to your ideal customer profile (ICP).

Consider your target customer's:

• Industry
• Pain points
• Goals
• Tech stack

Factor in the customer journey

Next, think about where your target audience is in their customer journey.

For example, suppose they're problem-aware. In this case, you'll likely want to use demand generation tactics to put your business on their radar and tell them about the problems you solve.

If they're product-aware, then they already know about your brand. In this case, you'll probably want to focus on lead generation and guide prospects to the next step in the decision-making process.

Consider industry trends and hot topics

You can certainly put your company's spin on evergreen topics. But you may capture more interest and boost registration if you develop webinars on current industry trends.

To find relevant hot topics, listen to your customers. Check with your marketing team to learn what followers are talking about on social media. Ask your sales team about concerns prospects have been raising.

13 B2B webinar ideas for prospects and customers

Use these ideas to plan your webinar strategy. Keep our B2B webinar best practices in mind to make your online events as successful as possible.

1. Product demos to showcase your solution

Do you want to help engaged prospects make an informed decision about your B2B product or service? Product demos are ideal for walking leads through how your solution works and showcasing key features.

In this UserEvidence product demo, the company partners with Ignition to show prospects how the two software platforms work to simplify and amplify product launches.

When you host live demos, you can field questions and tailor the content to your webinar audience. With Livestorm, you can interact directly with attendees via chat.

Curious how to turn your sales demos into a creative webinar idea? Watch our webinar to see how our sales team uses Livestorm to host engaging demos.

2. Panel discussions with thought leaders

When you want to connect with new prospects, panel discussions are a great idea. With a panel discussion, you can invite thought leaders to share data and thoughts on industry trends and hot topics. This type of B2B marketing webinar features multiple speakers who share valuable insights from a variety of perspectives.

This Livestorm panel discussion features a conversation between three marketers about budget cuts, B2B marketing strategies that work now, and predictions for the near future.

It also leverages Livestorm's engagement features. With live Q&As and polls, you can make webinars more interactive, which retains viewers longer and keeps the audience engaged with the topic.

3. Roundtable events with industry influencers

While panel discussions tend to be more formal, roundtable events are less structured. As a result, roundtables create space for freeform discussions, candid conversations, and learning opportunities.

By inviting industry influencers, you can organize virtual events that appeal to your ICP. Plus, when influencers participate, they can assist with promotion, which can help with attracting a large audience.

This Sprout Social roundtable features speakers from Sprout Social, Notion, and LinkedIn. The event maximized live viewership by livestreaming to both YouTube and LinkedIn.

4. Lunch and learn sessions on relevant topics

Many webinars last for an hour or longer, which lets your team share in-depth knowledge while allowing time for viewer questions. But your audience may not always be able to commit to hour-long blocks.

Lunch and learn sessions are shorter, more concise events. They're also more focused, as they cover a specific topic during the audience's lunch break.

This Automate.CX lunch and learn shares recent innovations in customer experience. It's blocked for 25 minutes, making it ideal for connecting with prospects over lunch.

5. Ask-me-anything sessions with your team

With a thoughtful webinar engagement strategy, you can make any online event interactive. But when you want to prioritize engagement, ask-me-anything (AMA) sessions are a smart idea.

During these sessions, speakers don't prepare talking points or scripts beforehand. Instead, they respond to audience questions.

This Salesforce Developers AMA session showcases questions and answers about a specific topic: the Salesforce command line interface.

6. Tutorials that show how to solve common problems

Another way to answer common questions is to host a webinar that walks viewers through a solution. With tutorials, you can:

• Show prospects how your product solves a key problem, which may prompt them to consider a purchase.
• Show customers how to use your product to complete a task and get more value from your product.

This Livestorm tutorial walks viewers through how to create their first online event. It's available on demand so customers can reference it anytime.

7. Workshops that offer interactive experiences

When you want to add a hands-on component, a virtual workshop is an even better idea. Workshops encourage customers to implement solutions in real time. They often leave time for audience questions, too.

This AWS Developers workshop shows viewers how to use the AWS Security Hub. The virtual event includes learning objectives so viewers can understand exactly how they'll benefit from watching.

8. Masterclass series that deliver high-level knowledge

Does your team have years of high-level knowledge to share? Masterclasses condense your experience on a topic into a value-packed event, which can help establish your business as an authority in the space.

This Gong masterclass shares sales expertise and positions the company as an authority on generating leads and closing deals.

9. Online conferences with multiple educational events

When your team has a lot of knowledge to share, you don't necessarily have to limit yourself to a single online event. Instead, host a webinar series or an online conference with multiple virtual events.

The Pimcore Inspire virtual conference features several hours of content that explore the future of the data and experience management platform.

10. Co-sponsored webinars with partner brands

To introduce your business to a group of new prospects, partner with other brands on your next webinar. With co-sponsored webinars, you can expand your audience while showcasing your solution and how it works with partner brands' products.

To make this type of online event successful, choose brands with products that integrate with your own. And prioritize brands whose ICP overlaps with yours.

Co-sponsored by Customer.io and ChartMogul, this Livestorm webinar shows viewers how to use digital events and email marketing to nurture and convert leads.

11. Case studies that feature customer stories

When you want to convert warm leads, use a webinar format that builds trust with your audience. With case studies, you can share real customer stories and show leads how actual users get value from your product.

This Smartsheet webinar features customer stories from three businesses. Since they depict real scenarios, they help viewers understand how the work management tool could solve their problems.

12. Customer onboarding and training events

Need to onboard new customers? Host a customer training event. With a client onboarding webinar, you can walk new users through the setup process and help them get started with your product.

When you use Livestorm as your webinar platform, you can interact with customers in real time. For instance, you can poll attendees about topics to cover and answer specific questions.

For customer onboarding tips, watch our webinar. You'll learn how Livestorm uses Livestorm as customer training software.

13. New feature launch announcements

When you have new features to launch, you'll probably want to broadcast the news as widely as possible. But you may want to give current customers a sneak peak to reward their loyalty and generate early excitement. Consider hosting a live webinar so customers can hear the news first.

For example, this Sigma Computing webinar announces the company's spring 2024 product launch. The launch event was broadcast live and is now available on demand.

Livestorm for B2B marketing webinars

From product demos to online courses to onboarding events, webinars can create value throughout the B2B customer journey. With Livestorm, you can:

• Introduce your solution to new prospects
• Interact with leads and connect in real time
• Design follow-up sequences to nurture leads
• Use Livestorm integrations to build a powerful tech stack for demand and lead generation

Curious if Livestorm is the right webinar tool for your team? Sign up for free and try Livestorm for yourself.