Webinar Demand Generation Playbook
Plan a B2B webinar campaign from topic selection through post-event follow-up, with sections for promotion, registration, reminders, and pipeline review.
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Run webinars like demand generation campaigns, not one-off events
This playbook gives your team a structured way to turn a webinar idea into a full campaign. Use it to define the audience, choose the angle, plan promotion, coordinate speakers, and decide how leads will move after the event.
Topic & Audience Strategy
Clarify the buyer problem, webinar promise, target persona, and sales use case before creating the landing page.
Promotion Plan
Map email, paid social, partner, organic, and sales-led promotion windows so registration is not left to a last-minute push.
Run-of-Show Checklist
Coordinate speakers, slides, timing, tech checks, audience questions, and moderator responsibilities before the live session.
Follow-Up Workflow
Separate attendees, no-shows, hot accounts, and partner leads so each group receives the right next step.
What the template includes
The sections walk through the full webinar motion, from planning the topic to turning registrations and attendance data into sales follow-up.
Who This Template Is For
Demand generation managers, field marketers, content marketers, webinar producers, and B2B teams that use webinars to create pipeline instead of only producing educational events.
How To Use It
Start with the campaign brief before choosing a date or speaker. Build the promotion calendar backwards from the webinar date, then finalize the runbook at least one week before the event. After the session, use the follow-up segments and performance review to turn the webinar into a repeatable demand generation channel.
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