Webinar ABM: How to Attract & Convert High-Value Leads

Your account-based marketing (ABM) campaigns are targeting the right accounts. But getting decision makers aligned and keeping multiple stakeholders engaged is an ongoing challenge.

A webinar ABM strategy gives your team a natural way to bring together buying committees and spark sales conversations. This guide covers how to integrate webinars into your ABM program, from designing content to measuring what moves the needle for your target accounts.

Key takeaways:

• Webinars get multiple stakeholders in the (virtual) room at once so you can have more meaningful conversations and identify high-intent accounts.
• Use webinar ABM programs to get sales and marketing aligned, target high-value accounts, and make a real impact on revenue and pipeline.
• Scale your webinar ABM program by identifying winners and turning them into playbooks that you can repeat with target accounts.

Why develop account-based marketing webinars?

With an account-based marketing webinar strategy, you can connect with key decision-makers in real time. This gives you a chance to share targeted messaging, gather insights, and get everyone on the same page.

Identify accounts that are ready to buy

To build a successful ABM program, you need a way to score leads and identify intent. Because webinars are all about real-time engagement, they offer opportunities to spot buying intent.

Watch for stakeholders who request specific use cases, want to see custom demos, or ask detailed questions about implementation. Then, align sales and marketing resources to reach out with next steps.

Reach multiple decision makers in one session

B2B purchasing is rarely a one-person process. The average B2B buying committee involves six to 10 stakeholders across different departments

Webinars allow your team to connect with multiple decision makers at the same time. They're helpful for getting everyone aligned and reducing the need for champions to relay key information to other stakeholders.

Plus, your team can answer questions in the moment — which can help move deals forward more efficiently.

Start real conversations with target accounts

Unlike website content, webinars create natural conversation opportunities. Whether you're asking or answering questions, you can use live Q&A sessions and chat interactions to engage directly with target accounts.

When the webinar ends, the conversation doesn't have to conclude. Your marketing and sales teams can use engagement data to follow up and keep the discussion going.

Types of webinar ABM programs

Your webinar strategy should match your ABM approach. Here are three ways to structure your programs.

One-to-one programs

These are your VIP experiences for your highest-value target accounts. Also known as strategic ABM, this approach involves invite-only webinars and content that speaks directly to your account's goals and challenges.

Think exclusive demos, customer stories, or workshops built specifically for one company. For example, you might host a private session titled "Digital Transformation Roadmap for Company Name: Lessons from Mid-Market Healthcare Companies" where you walk through a custom framework based on their operational challenges.

One-to-few programs

Here, you target a small number (e.g., up to a dozen) similar accounts with shared characteristics. Maybe they're all in healthcare, or they're all mid-market finance companies dealing with a similar challenge.

When you use this kind of ABM lite strategy, the content stays highly relevant — yet the webinar format is more efficient than one-to-one programs. For example, you might run a webinar for SaaS CFOs or IT directors at regional banks.

One-to-many programs

These webinars can attract hundreds of prospects from your target accounts while remaining tailored to their needs. This programmatic approach works well for thought leadership, industry trends, or educational content.

Focus on topics that matter across your ideal customer profile (ICP) — such as regulatory changes, market shifts, or best practices that apply to their role or industry.

No matter which approach you use, Livestorm can help you manage the entire process. Register attendees, engage viewers, and integrate your marketing and sales tools for streamlined follow-ups.

How to create webinar ABM campaigns

Here's how to use webinars in your ABM campaigns and actually move the needle for your target accounts.

Start by selecting accounts and integrating data

First, narrow down which accounts to target. To build your list, consider your ICP, their buying signals, and the potential value of the accounts.

Connect your CRM to your webinar software so you can automatically incorporate intent signals from registrants and attendees. Livestorm integrates with HubSpot, Salesforce, Pipedrive, Marketo, and other CRM tools.

As you're selecting accounts and mapping out your strategy, it's important to know that you don't necessarily have to choose just one type of ABM program. Many B2B marketers use two types simultaneously.

Design content that sparks conversations

Once you've decided on a list of accounts to target, you're ready to create webinar content. Like most webinars for marketing, your ABM content should include some educational elements.

But the difference with ABM webinars is that they need to get attendees talking. Which means you should plan your content around nuanced takes, bold predictions, or frameworks that make people think differently.

Don't just talk at your audience. Leave plenty of time and space for questions and conversations. Focus on providing real value while demonstrating how well you understand your target accounts' problems — and how to solve them.

With Livestorm, you can encourage attendees to leave questions and comments in the live chat. You can also prompt them to answer polls to gauge interest levels. Plus, you can invite them to speak during the event — which can be ideal for a one-to-one program.

Plan targeted promotions

Your promotional strategy will depend on the scale of your program. With a one-to-one program, for example, you'll typically reach out to specific stakeholders directly.

But for one-to-few and one-to-many programs, your ABM campaigns should reach decision makers via the channels where they spend time. For example:

• Social media platforms like LinkedIn, where you can build relationships with key decision makers
• Ad networks like Google, where you can target specific accounts and link to custom landing pages
• Email marketing, where you can send personalized outreach for upcoming webinars

For example, Livestorm personalizes website content for visitors from target industries. Website visitors who work in healthcare see a custom version of our website that's tailored to their needs and goals.

Turn webinar engagement into sales intelligence

Loop sales into the conversation by sharing engagement data. For example:

• Which stakeholders attended?
• What questions did they ask?
• What actions did they take after the webinar?

Pauline Mura, Livestorm Senior Marketing Partnerships Manager, recommends that you use polls to find hand raisers during webinars. "Identify hot leads to pass on to your sales teams. Be strategic with these poll questions. They could be as simple as, 'Do you want to see a demo?' or 'What is your main challenge?'"

Use marketing and sales automation tools to simplify the follow-up process. For example, high-intent buyers might warrant direct sales outreach, while other accounts may need more nurturing via personalized ABM content.

Scale with data-driven insights

Track which webinar topics get your target accounts to show up, engage, and take next steps like signing up for demos or starting trials. Use the data to scale your webinar ABM program.

Once you identify top-performing content, build webinar templates that you can adapt quickly. Take the structure, swap out the examples and case studies, and offer similar content for other accounts without starting from scratch each time.

How to measure ABM webinar performance

Focus on webinar metrics that reveal impact on your target accounts and your sales pipeline.

Account engagement metrics

Registration and attendance metrics are good starting points. But when you're measuring the success of your ABM webinar program, it's more important to focus on engagement.

• How long did invitees view the webinar?
• How many live chat messages did they send?
• How many polls did they answer?

Livestorm's analytics dashboard automatically tracks and displays these metrics. So you can easily assess how well your webinars are performing and which stakeholders are most engaged.

Pipeline and revenue impact

Connect webinar engagement to pipeline and revenue. For example, how many target accounts enter your sales process after attending webinars? Do engaged accounts move through your pipeline faster?

Look for patterns in the types of webinar content that generate the most qualified sales conversations. Use your CRM to track all of this data on a single dashboard.

Program optimization signals

To scale your ABM strategy or achieve similar results from your next webinar series, track metrics across your program. Monitor which topics and formats drive the most engagement and revenue from your target audience.

Then, use the insights to fine-tune your program and webinar content. Check this data regularly (e.g., monthly) to make sure your ABM efforts are driving maximum value — and keep adjusting your strategy as necessary.

Frequently asked questions about webinar ABM

What does ABM stand for?

ABM stands for account-based marketing, which is a strategy that focuses your marketing and sales efforts on specific high-value target accounts instead of casting a wide net. You treat each account like its own market, complete with its own custom content (e.g., webinars).

What is an ABM meeting?

An ABM meeting is an internal meeting between sales and marketing teams. It's designed for planning, coordinating, and reviewing an ABM strategy. During these meetings, the teams discuss target accounts, review engagement data, plan campaigns, and get aligned on goals for specific accounts.

What are the three types of ABM?

The three types of ABM are one-to-one (highly personalized programs for individual strategic accounts), one-to-few (programs targeting small groups of similar accounts), and one-to-many (broader programs that stay relevant for larger sets of target accounts while being more efficient to run).