What Makes a Great B2B Webinar? Q&A with Our In-House Experts

Exclusive insights on delivering high-impact webinars that engage decision-makers and drive results.

Webinars are one of the most powerful tools in the B2B marketer’s toolkit when done right. At BizClik, we’ve delivered hundreds of successful webinars across our 18 global brands, helping businesses reach decision-makers, generate leads, and establish thought leadership.

In this exclusive Q&A, we explore what really makes a webinar successful, from content strategy and audience engagement to post-event follow-through. We’re joined by BizClik’s experts in the space:



• Neil Perry, Group Broadcast Director
• Maria Gonzalez, Head of Webinar Campaigns
  

1 -  How long have you been working on webinars, and what’s your role in the process?

Maria  - "As Head of Campaigns, I work closely with clients to understand their goals and ensure every aspect of the webinar, from planning to promotion and delivery, aligns with our audience. I oversee the full lifecycle of each campaign, making sure it delivers value both for the client and our viewers."

Neil - "I have been leading our presentation and creative direction of webinars for the last three years - and that is backed up with two decades of experience in multimedia broadcasting.  I work with the clients to apply the right creative to the content, and develop the scripts and running order.  Once the webinar starts I have two key responsibilities: to engage and inform the audience and give the speakers the right platform to present their best self. "

2- What makes a good B2B webinar in your opinion?

Maria  - "A great B2B webinar is dynamic, clear, and genuinely informative. People are busy, so if your session doesn’t offer real value or practical takeaways, they simply won’t show up. Educational content delivered with clarity and energy is key."

Neil -  "Humanity. The speakers are experts in their given field and need to be given the platform to demonstrate this. Overly scripted answers never sound as informed and ‘real’ as an honest interaction between speakers, host and audience. "

Discover what great webinars can do for your brand. Tap into our expertise and trusted audience across 18 global brands from planning and creative to delivery and promotion,  lets talk.

3 - What do some webinars get wrong?

Maria - "Choosing a topic that’s either too niche or already overdone can hurt engagement. If the content doesn’t feel relevant to the audience’s role or challenges, they’ll switch off. Also, if the session leans too heavily into sales, it puts up a wall. The key is finding that balance of valuable content that still supports your goals without becoming a pitch."

Neil - "It is critical that every webinar has insights that a viewer can take away and learn from. The audience is joining as part of a transaction - their time for some of your expertise.  Webinars can be less successful if that mentality is not kept front of mind.  If you are using the webinar to demonstrate your product, it is best to have a light touch and not make it a heavy sell as it can turn off viewers who are there to add to their knowledge."

4 -  What helps keep people watching and engaged?

Maria -  "Keep the session tight, energetic, and purposeful. Give your presenters space to speak to their strengths, their passion and knowledge will shine through naturally and keep the audience with you."

Neil -   "Our presenting team always tries to approach webinars with a light touch, to keep them positive and interactive.  If the webinar is being conducted live, then weaving comments and questions into the narrative makes it more of an inclusive experience for the viewer.  If you are using visual aids - like a presentation - then it is helpful for the host to dip into the presentation to ask for extra information and examples to be the voice of the audience in the room. "

5 - Why does it help to work with a team like ours instead of doing it in-house?

Maria - "Webinars take time, planning, and insight and that’s where we add real value. We know our audience deeply: what they care about, what’s trending, and how to position content that truly resonates. Hosting under the BizClik brands adds credibility and reach, and as moderators, we act as informed outsiders asking the right questions and keeping the tone informative rather than salesy."

Neil -  "I would hope our track record as producers and presenters would speak for itself.  An experienced host can help bring a conversation to life, and our production team is experienced at finding the right creative approach to tell the story you want to explore."

Thinking of running your own webinar? Learn how BizClik can help you deliver high-impact webinars that engage decision-makers and generate results. contact us to get started.

6 - What’s one thing businesses often forget when planning a webinar?

Maria  - "Many focus only on registrations, but audience nurturing is just as important. Understanding who attended, what they care about, and how to follow up meaningfully is where a lot of the real value lies..

Neil -  "If you have heavily engrained in a product or service, it can be easy to assume too much knowledge.  It is vital to lay out clear foundations of what a solution or tool can do, and then examine the issue or demonstrate the product from that base-line of knowledge."

Run or Promote a Webinar with BizClik

Looking to engage decision-makers and generate high-quality leads? Our end-to-end webinar solutions deliver real results like 617+ registrants, 9,000+ page views, and 138K+ ad impressions in a single campaign.

For tailored advice and to explore a campaign aligned to your goals, contact: Lauren Hayes, Engagement & Demand Generation Director at  [email protected] or fill in our short form here.

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Each edition delivers curated highlights from across our brands - including exclusive interviews, event updates, industry trends and behind-the-scenes insights from the BizClik team.