Future B2B’s webinar benchmark shows how B2B marketers can use webinars to establish thought leadership and engage buyers early in increasingly complex purchase journeys. High-performing programs focus on forward-looking insights, resilience, security and practical expertise rather than product pitches, while addressing the entire buying committee with content tailored to awareness, consideration and decision stages. Expert speakers, live Q&A and useful resources drive engagement, with attendees averaging 45 minutes per session and 95% rating webinars useful and relevant. Midweek scheduling, on-demand access and repurposing webinar content across articles, reports, videos and other formats can further extend reach, nurture prospects and generate higher-quality leads.

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