In 2020, the world of work went digital overnight. In-person meetings were cancelled, trade shows were called off, and sales conversations moved to virtual spaces. Suddenly, webinars and virtual events were everywhere.
What started out as a stopgap quickly became a gamechanger for many businesses. Webinars became essential for lead generation, customer engagement, sharing knowledge, and building professional communities. At colited, we not only adapted to this change, we helped drive it, supporting a diverse array of client webinar projects as a full-service provider.
Today, hybrid and flexible work environments have become firmly established. Webinars are now an integral part of this landscape. Yet, in this new world of hybrid events, it’s easy to become complacent and see webinars as just another routine task. At colited, we see things differently - for us, webinars have evolved into a powerful tool for driving success, and we wouldn’t want to work any other way.
Webinars Aren’t a Trend - They’re a Powerful Tool
Webinars aren’t just a passing trend, they’re a powerful tool for driving business growth, building relationships, and accelerating results. When used strategically with clear goals, high-quality content, and an engaging format - webinars can deliver measurable impact across your organization.
Where do Webinars have an Impact?
There are a few areas I want to highlight, where webinars have had a strong impact for us: In particular, the areas of Marketing & Lead Generation and Learning & Development.
How to Use Webinars for Marketing
Marketing is about visibility, building trust, and ultimately winning new customers. As the saying goes, “People buy from people,” and this is exactly where webinars shine. Here are just a few webinar marketing use cases we have observed:
- Positioning Yourself as an Expert: Webinars provide a powerful platform to showcase thought leadership, invite speakers from around the world, and deliver real value to your audience. In today’s working world, webinars connect businesses to customers in a format that’s both personal and professional. They’re a great way to demonstrate your products, highlight key benefits, and show practical solutions through interactive, real-time engagement.
- Product Launches & Demos that make every customer feel like a VIP: When it comes to complex products, nothing beats a live demonstration. Webinars bring product experts, solution engineers, and customers together in one virtual space, giving attendees the unique opportunity to hear directly from the people behind the product and get their questions answered in real time. This level of engagement transforms a typical launch or demo into an exclusive, interactive experience. An experience that's nearly impossible to replicate at an in-person event.
- Customer Retention: Webinars are also a powerful tool for strengthening relationships with existing customers. Regularly scheduled sessions help you stay connected, share product updates, and provide exclusive insights or training. Engaging customers through interactive content, feedback opportunities, and dedicated Q&As helps build loyalty and positions your business as a trusted partner.
- Lead Generation: Webinars are a proven strategy for generating high-quality leads. By promoting your event to targeted audiences, you attract prospects who are genuinely interested in your topic or solution. They allow you to represent your business with personality and build relationships with your prospects. Registration forms provide valuable data, allowing you to segment, qualify, and nurture new leads, gives you insight into your audience’s interests and buying readiness.
Webinars in Training & Development – Flexible, Efficient, Sustainable
Learning has changed. Classic classroom training is increasingly being replaced by hybrid models, blended learning, online trainings and of course, webinars.
Why does the format work so well here?
- Webinars work everywhere: Whether based in London, Munich or Boston - anyone can take part.
- Repurposing: Recordings can be used internally (or even externally) again and again.
- Scalability: A well-designed webinar can reach 10 or 1,000+ people - with zero extra effort.
- Learning purposes: With the right approach, content can be shared in a way that’s clear, visual, and interactive.
Especially in areas like cybersecurity - which is a real passion of ours at colited - we’re seeing more companies rely on regular awareness webinars for their teams. And it’s paying off.
How Webinars Have shaped the modern working world:
Expectations have risen. Participants today want more, they want easy access to information, they want things to be accessible from anywhere and they want high quality content they can trust. Here are a few key trends we have noticed:
- Quality over quantity: One high-quality, well-prepared webinar each quarter is far better than four mediocre ones a month.
- Storytelling matters: Simply reading out facts loses people’s attention. Stories are what stick in our minds.
- Follow-up is key: The webinar isn’t the goal - it’s the starting point for building relationships.
But Most Importantly: Make Your Webinar a Conversation
As we mentioned earlier, people buy from people and with webinars, that’s especially true. Webinars aren’t just about presenting; they’re about connecting. The real success comes when your audience is part of the experience. By using tools like polls, Q&A, and chat, you encourage genuine conversations rather than just talking at people. This two-way interaction builds trust, keeps people engaged, and turns first-time viewers into loyal customers. If there’s one thing that sets great webinars apart, it’s making sure everyone has a voice.
Conclusion: Now Is the Time to Use Webinars to Shape Your Business’s Future Success
Now is the time to take your webinar strategy to the next level. Gone are the days of being tied to local, in-person events with logistical hurdles. Webinars let you reach global audiences and connect with customers and prospects anywhere. Whatever your starting point, take the opportunity to explore webinars and see how they can drive your business forward.
Thinking of Getting Started? Ask Yourself:
- What do you want to achieve?
- Who do you want to reach?
- What will you offer your attendees?
- Most importantly: What do you want to learn from them?
Want to Learn More?
I’m launching a multi-part webinar series where I’ll share my top Do’s and Don’ts for hosting standout webinars, so keep an eye out for my next blog!
In the meantime, why not give GoTo Webinar a try?
Start your free trial today and see how this all-in-one platform can boost your marketing, customer engagement, or training efforts. With the right approach and the right tools, you might be surprised by the results. Visit our GoTo Webinar hub page for more information.
About the author: Daniel Holzinger is a business consultant specializing in strategy, digital transformation, collaboration, and cybersecurity since 2011. With his company colited, he has been a longstanding GoTo partner and full-service webinar provider for organizations of all sizes.
