- Invite list and promotion Email list, social posts, partner co-hosts
- Registrants Ask role and biggest challenge on the form
- Live attendees Polls and Q&A show who is engaged
- High-intent follow-ups Asked a question, stayed to the end, clicked the offer
- Sales conversations
A webinar series is a recurring live online session, usually monthly, where your team teaches something useful to your target buyers. Each session ends with a soft next step, and attendees get a follow-up based on how engaged they were. It suits B2B and SaaS companies selling to professionals who want to learn, especially when the product needs some explaining. It works less well for impulse purchases or audiences who never sit through an hour of video.
Why it works
Registering for a webinar is a small commitment that tells you someone has a problem in that area. Showing up live and asking a question is a much stronger signal. The format lets prospects see your team’s expertise in real time, which builds trust before any sales conversation.
A series multiplies the effect. Regular attendees come back, invite colleagues and learn to associate your brand with the topic. Each session also produces a recording, clips and questions that feed the rest of your content.
How to do it
- Pick one theme for the series. Choose a topic close to the problem your product solves, broad enough for a year of sessions. Give the series a name and a fixed slot, such as the second Tuesday of each month.
- Plan a run of sessions. Outline six topics at once so you can promote ahead. Mix formats: a how-to, a teardown of a real workflow, a customer story, an expert interview.
- Ask useful questions on the registration form. Keep it short. Ask role, company size and the biggest challenge they want covered. Use the answers to tailor the content and to prioritise follow-up.
- Promote for two to three weeks. Email your list, post on social profiles, ask guests and partners to share, and add a banner to relevant blog posts. Send reminders the day before and an hour before.
- Teach with specifics. Show real screens, templates and examples. Run one or two polls to keep people engaged and to learn about the audience.
- End with one clear next step. Offer a resource, a free assessment or a short demo booking link. Keep it to a single option.
- Segment the follow-up. Send everyone the recording. Send a personal email from sales to attendees who asked questions, answered polls in a revealing way or clicked the offer. Leave no-shows in a lighter nurture.
- Reuse everything. Publish the recording on a page with a summary, cut short clips for social, and turn common questions into blog posts or help articles.
Example
A hypothetical analytics SaaS company launches a monthly series called “Reporting Office Hours” for marketing managers. Each session covers one common reporting problem, such as attribution for multi-touch journeys, and shows how to solve it in a spreadsheet before showing a quicker way in the product. The team asks registrants for their biggest reporting headache and opens each session by answering two of them. Attendees who ask questions live get a personal email from a sales rep offering a review of their current dashboard. Over several months, regular attendees make up a growing share of qualified demos.
Metrics to track
- Registrations per session. Rising numbers show the topic and promotion are working.
- Attendance rate and replay views. Track both, since many people prefer recordings.
- Engagement during the session. Questions asked, poll responses and time spent watching show who is genuinely interested.
- Opportunities sourced from attendees. Count meetings and deals where the contact attended a session before or during the sales process.
- Repeat attendance. People who come back several times are often your best prospects.
When it backfires
- Thinly disguised demos. If the “educational” session is a product pitch, attendance drops after the first one.
- No follow-up plan. Sending only a generic recording email wastes the intent signals you collected.
- Inconsistent schedule. Skipping months or changing times makes it hard for the audience to form a habit.
- Too broad a topic. Generic sessions attract people who will never buy and make it hard to qualify anyone.
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Questions people ask
How long should each webinar be?
Most educational webinars work well at 30 to 45 minutes including questions. Shorter sessions are easier to fit into a workday and easier to keep tight.
Should I include a product demo?
Keep the main session educational and offer a short demo at the end, or a separate demo session, for people who want it. A full pitch in the middle loses the attendees who came to learn.
What if few people attend live?
That is normal. Many registrants watch the recording instead, so send it to everyone who signed up and treat replay views as part of the audience.