The Best Sales Training Webinar Guide for Driving Revenue and Growth

A great sales webinar can help you increase the quality of your leads and boost conversions. In fact, Livestorm's 2026 Webinar Benchmark Report shows that 71% of webinar practitioners use this format for lead generation.

Whether you're about to host your first online event or you're a webinar pro, this article will show you how to create and host a great sales webinar that engages and converts prospects/

What is a sales webinar?

Webinars are easy to scale and can be hosted live, automated, or on-demand.

Virtual selling is a key part of webinar marketing. You can think of your sales webinar as an opportunity to “sell” prospects and existing customers on your company’s expertise and experience. By sharing relevant information, you’ll build trust and gain credibility.

For sales teams, webinars serve double duty: generating pipeline and moving deals forward. That's why our data shows that lead generation is the most planned webianr use case for 2026, with 69.4% of teams incorporating this tactic into their strategy. Product demos come in second, with 61.9% of teams planning to use them.

A sales webinar gives your sales team the opportunity to expand on the topics covered in blog posts, white papers, case studies, newsletters, and more. And conversely, the content you cover in your sales webinars can also be used in other marketing materials.

"We have deals with 15 people in the decision chain. Sales people use Livestorm to give on-demand demos to team members who are on the deal but don't have time to meet in person." — Adrien Gaucher, Account Manager, Spendesk

What are the benefits of sales training webinars?

Sales webinars are scalable, trackable and can be recorded.

1.Sales webinars are scalable

Webinars are scalable because they’re location-independent and let you talk to hundreds, even thousands, of people across the country and around the world.

Using video for sales also make it easy to share different media, manage interactions, and track real-time reactions like an early signoff. You can gather feedback directly in your webinar platform as your leads answer questions and polls.

"With Livestorm, the attendance duration is high: 99% of our participants on our product demos stayed for the entire event." — Adrien Gaucher, Account Manager, Spendesk

2. Sales webinars are trackable

Sales training webinars are an accessible, convenient, and incredibly cost-efficient alternative to on-site, in-person events. In some cases, they offer a much higher ROI.

Our data shows that the average webinar generates 20 audience questions and 85 chat messages. For sales teams, these are live buying signals: prospects asking about pricing, integrations, implementation timelines, and competitive comparisons.

Teams that route this data into their CRM can use it for lead scoring and prioritization. Right now, only 6-8% of teams connect their webinar platform to their CRM natively, which means most of this signal gets lost.

Despite all this trackable data, 92% of teams still can't prove webinar ROI to their CFO. An estimated 93% of webinar-sourced pipeline gets credited to other channels like direct traffic or organic search.

For sales leaders, this is worth solving. Connecting webinar engagement data to your CRM turns an unmeasured channel into a provable revenue source.

3. You can record sales webinars

In addition, the sales webinar replays are valuable assets that can be used to promote future sessions and pitch potential partners. They can even be edited into a series of super-short, information clips.

How to create a webinar sales funnel?

Sales webinars are some of the most compelling types of content you can add to your sales funnel. But what is a webinar sales funnel, and how does it work?

A webinar sales funnel turns traffic into leads. Sounds easy, right? Here's how it works:

1. You create your webinar landing page and gate it behind a contact form
2. You promote your webinar and share it in relevant channels
3. Audiences who find your landing page register for your webinar, giving you their contact information
4. You run your webinar and analyze the analytics afterward, like who attended and for how long
5. You can set up automated emails to contact your leads

As a starting benchmark: The typical webinar attracts 175 registrants and converts 83 into live attendees, a 51.3% show-up rate. From there, your conversion into demos, trials, or deals depends on content quality and follow-up speed.

Our data shows that post-event follow-up is a top challenge for 38.2% of practitioners. Automating this step gives you an edge many competitors don't have.

Now that you know why sales webinars are such a great tool for online sales, we’ll show you how to build one:

1. Find a great sales webinar topic

Your sales webinar has to focus on what matters to your audience. There are three types of sources you can look at when choosing a sales webinar topic:

Follow the trends

Most B2B professionals attend virtual events for learning or educational purposes. The 2019 Redbook Report found that 64% of B2B individuals attended virtual events for learning or education and professional development. So when you choose your sales webinar topic, try to select topics that will help your audience.

Most B2B professionals value topics like:

• Tips, tricks, and best practices – 70%
• Industry trends and predictions – 62%
• How-to / 101 explanations – 61%
• Expert interviews – 60%
• Solution case studies – 59%
• Data insights and original research – 55%

Ask your team

No one knows your audience better than your team. You can ask client-facing teammates like sales professionals or customer support representatives some key questions to find out what your audience needs to know most. Questions like:

• “How can we help?” “
• “What do our prospects/clients want to know?”
• “Which topics consistently appear in our FAQs?”

Must-haves

Browser-based tools- these have higher attendance rates.
Live and pre-recorded options- this makes it easy to scale your sales webinars
Automatic replays- you can send these to attendees after the event.
Share screens, presentations, videos, web pages, and other multimedia content- this will help you demonstrate your product or solution in its best light.

• Chat and question tabs- engage with your audience right in the webinar room.
• Polls- gather feedback in real-time.
• Built-in analytics and metrics- these will show you information about who registered, who attended, who left the virtual room and when, replay views, CTA clicks, and engagement rates.
• Guest presenters- many
• Customizable registration page and emails

Nice-to-haves

These features are great additions to any sales webinar and can make your virtual sales calls more engaging.

• Media uploads- a nice perk if you have additional media to share.
• Emoji reactions- see your attendee’s reactions during the webinar.
• Virtual backgrounds- hide your background to look more professional.
• Digital whiteboards- collaborate with your team in real time.

3. Schedule your sales webinar

After choosing your topic and webinar solution, you’ll need to know when to schedule your sales webinar. Scheduling your sales webinar when prospects aren’t in the office could be a disaster for your attendance rates.

Our Webinar Benchmark Report shows that Tuesday has the strongest show-up rate at 51.7%, while Wednesday pulls the biggest live audience with 94 attendees on average. For best results, schedule webinars Monday through Wednesday at 11 a.m. or 2 p.m. ET.

Schedule webinars midday when possible because employees have more time to attend. Avoid four-day weeks (people are busy catching up after a long weekend) and holiday periods (school break, religious festivals/occasions) when registration and attendance will be lower.

You decide how long your webinar will run, but keep in mind, 45 to 60 minutes is a good target. Exceed one hour and people’s attention drops off.

The data supports going shorter. The average webinar runs 68 minutes, but attendees watch for just 26 minutes. Viewers who make it to the 28- to 35-minute mark engage at 2.75x the rate of those who leave around 18–20 minutes.

For a sales webinar, front-load your demo and value proposition to land within that window. If it’s a big topic, you can break it down into several shorter sessions – about 30 minutes each.

4. Promote your sales webinar

Your prospects and customers need to be informed and reminded about your virtual event – repeatedly.

Plan and schedule your sales webinar marketing strategy early to maximize reach and give you the time you need to create great marketing content.

Ideally, you promote your webinar at least two weeks in advance on your website, in emails, and on social media.
Mention upcoming webinars on your website, in blog posts, newsletters, and on social media.

And don't stop there. Nearly half of all registrations (49.6%) arrive in the final seven days before an event, with 15% landing on the day itself. A final-day reminder email can capture a meaningful share of your total sign-ups.

Website

Add a banner to your website promoting your event, or even embed a widget to your page that directs to your registration page.

Email

Our data reveals that 86.3% of teams use email as their primary registration channel, making it the single most common driver of webinar sign-ups.

Send an email that outlines the topic and includes the day, time, duration of the event and registration information.

Tell prospects and customers how they’ll benefit from your sales webinar. Answer the “what’s in it for me?” question clearly and concisely.

Send your email invites and reminders one week in advance on Tuesdays and Wednesdays to get the best open and conversion rates.

Registrants will receive this six-step email sequence:

1. Confirm registration (include a widget to help the reader add it to their calendar or share the event).
2. First reminder email – one week before the event. (Tease the topic and hosts, include a way to put the event on their calendar).
3. One-hour reminder (include the link to the event).
4. Five-minute reminder (include the link and explain the event is now live)
5. Thank-you email (include the webinar recording, slides)
6. Follow-up (ask for feedback, tell them about your next webinar)

Social Media

Add a banner to your social media accounts and post announcements and reminders on Twitter, Facebook, LinkedIn and Instagram.
Take advantage of their live video because as viewers respond and engage, your webinar shows up on more timelines and news feeds.

We hope these tips and insights help you create sales webinars and virtual sales meetings that will wow your audiences.
Keep an eye on our blog for more tips on how to develop sales webinars and virtual events that convert prospects and engage existing clients!

Frequently asked questions about sales webinars

Here are some frequently asked questions about sales webinars:

How do you host a sales webinar?

To host a sales webinar:

1. Choose your topic
2. Create your registration page
3. Invite your speakers
4. Promote your sales webinar
5. Register leads and attendees
6. Plan your content
7. Analyze webinar analytics