Build a Demand Generation Webinar Strategy That Drives Pipeline

Your marketing team is working hard to build pipeline, but you need smarter ways to connect with prospects and generate leads. Demand generation webinars let you showcase your product while building trust with prospects who have a genuine interest in the solution you offer.

This guide breaks down everything you need to know about how to create a webinar campaign for demand generation. I'll show you which formats to consider (including examples) and how to build a strategy that keeps the top of your marketing funnel full of interested prospects.

Key takeaways:

• Demand generation webinars align with B2B buying behavior since 75% of buyers prefer researching without interacting with sales representatives.
• Choose webinar formats strategically. Expert panels and trend discussions build thought leadership while demos and tutorials generate qualified leads.
• The most effective demand generation webinars focus primarily on educating prospects about industry challenges and solutions rather than pitching products directly.

What is a demand generation webinar and why does it matter?

A demand generation webinar is an online event designed to create awareness and interest in your brand, product, or service.

This type of webinar often centers on solving problems the target audience faces, sharing industry insights, or highlighting outcomes from using the product or service. It supports marketing and sales objectives.

Typically, the goal of a demand gen webinar is to establish your company as an expert in its space while introducing prospective customers to your solution and generating demand for your product.

They work particularly well for B2B companies because they align with how buying committees tend to research and evaluate solutions. 75% of B2B buyers prefer to research products without interacting with a sales representative, according to Gartner.

They're an important demand generation tactic in many B2B marketing funnels. While they often attract prospects at the beginning of their buying journey, these webinars give marketing and sales teams an opportunity to begin nurturing potential leads.

7 webinar formats for your demand generation strategy

Webinars for demand generation don't have to follow a single formula. Here are seven formats to consider as you plan your webinar marketing strategy.

1. Expert panel discussion

A panel discussion brings together a small group of industry experts or influencers to discuss hot topics that affect your target audience. The conversational format is great for keeping audiences engaged throughout the event.

Plus, a panel discussion typically offers multiple perspectives on a topic. That means viewers can learn about different options or niche solutions — including the options your company recommends.

For example, this panel brings together event marketing experts from Livestorm, ChartMogul, and Customer.io to discuss strategies for following up with webinar attendees.

2. Industry trends and predictions

Webinars that center on industry trends and predictions can position your company as a forward-thinking thought leader in the space. This format is ideal for attracting potential customers who want to stay ahead of industry changes and make strategic decisions.

This type of webinar works well with a single host or with co-hosts that have expertise in adjacent areas. During the webinar, make sure to share industry benchmarks and actionable recommendations that viewers can implement.

For example, this Livestorm webinar shares predictions for the future of video — an optimal topic for our team to share expertise.

3. Step-by-step tutorial

With tutorials, you can teach potential customers how to solve a problem using your company's product or service. This approach is great for addressing your audience's pain points while showcasing your solution.

For example, Toucan Toco uses Livestorm to educate viewers about data visualization and storytelling, the company's core business. Prospective customers walk away knowing how to use these elements and how the software platform can help them.

4. Demo webinar

When prospects tend to have a lot of questions about your product or service, a demo webinar is a smart solution. It walks viewers through how your solution works, but it also includes custom content for the audience.

For example, Livestorm hosts a weekly product demo webinar. During each session, attendees learn how to use our webinar platform to meet their marketing and sales goals.

You could develop a series of demo webinars for different use cases or ideal customer profiles (ICPs). In each, you'd want to leave ample space for audience engagement. This way, viewers can ask questions or request to explore a certain feature in depth.

For example, YouSign uses Livestorm to host product demo webinars, hosting an average of five per month with an overall 66% participation rate.

5. Customer success showcase

Another way to build trust with prospects is to show the results other customers have had with your solution.

A customer success showcase takes prospects through a series of case studies. This format is helpful for introducing the different types of customers your product works best for and helping prospects understand what they can achieve with your solution.

6. Ask me anything session

An ask me anything session (AMA) gives potential customers exclusive access to interact directly with your team. These webinars allow potential customers to ask questions so your team can clarify misconceptions or provide personalized advice.

Because AMA sessions don't usually have a script, they tend to come across as more genuine than some other webinar types. This can help build trust and deepen connections with prospects.

For example, Livestorm hosts a weekly AMA session with the customer success team. Prospects can attend to ask questions about hosting events, setting up automations, preparing for guest speakers, and other topics.

7. Co-branded event with a marketing partner

To drive demand and expand the reach of your marketing efforts, collaborate with a marketing partner on a co-branded event. These types of webinars are ideal for showcasing how your product complements or integrates with others.

Plus, co-branded events allow you to tap into a wider audience. You can introduce your product to buyers who have an interest in your product and those who have expressed interest in your marketing partner's solution.

For example, this webinar is a collaboration between Livestorm and Chopcast. It discusses why marketers should repurpose webinar content and shows them how to do it using the two software platforms.

How to design a demand generation webinar strategy

I'll walk you through the steps to create a webinar strategy to boost demand generation.

Decide on goals and define your target audience

Start by establishing measurable goals for your webinars. Some common demand generation goals include:

• Increasing brand awareness by attracting a certain number of new prospects
• Getting prospects to complete a specific conversion like requesting a demo
• Creating a certain amount of pipeline for your sales team

Select webinar formats that fit your goals and audience

Based on the goal you set and the audience you want to reach, choose the right webinar format. For example, a step-by-step tutorial, a product demo, or an expert panel.

For example, when you want to establish thought leadership, panel discussions and industry predictions are good choices. When lead generation is your main goal, demos often work better.

Choose webinar software to support your strategy

When selecting a demand generation tool, choose wisely. You need a platform that:

• Offers both live and on-demand webinars so you can generate ROI 24/7
• Has audience engagement features like polls, Q&A sessions, and live chat
• Supports the number of attendees you plan to invite at a cost that fits your budget

Livestorm checks these boxes and many more. With our webinar software, you can host events in real time or on demand, interact with prospects to build deeper relationships, and sync your marketing and sales tools.

Create webinar content that engages and converts

Develop content that provides educational value while positioning your solution. Aim to spend about 80% of the time sharing useful insights and about 20% of the time highlighting your product.

Tailor the content to your audience. Consider where they are in their buyer journey to ensure the content resonates. In most cases, prospects will be near the beginning of their research process.

Promote webinars to increase registration

Connect with prospects where they tend to spend time. For example, create social media marketing to promote webinars on LinkedIn, Facebook, or YouTube. Launch your promotions a few weeks before the webinar date.

Develop registration pages that make it easy to sign up for webinars. With Livestorm, this step is simple. Add the webinar title, description, date, and time — and let interested prospects sign up to attend.

Follow up with prospects post-webinar

When the event ends, follow up with prospects automatically. Thank them for attending, share a link to the replay, and include a bonus resource to add extra value.

Develop longer-term nurturing sequences to continue the conversation. Guide engaged prospects to your lead generation funnel by providing relevant resources to guide their decision-making process.

Analyze, optimize, and scale your webinar strategy

Track the metrics that align with your demand generation goals. With Livestorm, you can easily measure attendance, engagement, watch time, and other analytics.

Use your webinar analytics to identify what works best for your audience. Then, revisit your goals and scale your strategy for demand and lead generation webinars.

Livestorm for demand generation webinars

Demand generation webinars become powerful top-of-funnel marketing tools when you have the right software platform to support your efforts. Livestorm is your webinar software for:

• Live events that let you interact with prospects in real time
• Automated webinars that handle lead nurturing around the clock
• Integrations with marketing automation tools that help you work smarter, not harder

Ready to generate demand and grow your business with webinars? Sign up for a free Livestorm account and set up your next webinar in minutes.