How to Get People to Actually Show Up to Your Webinar

Vicki Stepherson explains why B2B webinars often fail and how teams can make them worth attending. She says the biggest issue is poor planning: many teams launch webinars without clear goals, audience research, or a specific reason someone should give up 30 to 60 minutes of their time.

The episode covers how to build a repeatable webinar strategy, starting with goals like list growth, lead generation, pipeline movement, or brand awareness. Vicki recommends testing at least six webinars to learn what topics, formats, times, and promotional tactics work best for your audience.

She also shares practical advice for choosing strong topics, writing clear titles, booking credible speakers, using partner lists, promoting heavily the week of the event, and following up afterward. Her core message is that webinars can be a powerful demand channel when they are specific, valuable, and planned from start to finish.