B2B Webinars: The Rising Star of Digital Marketing ROI
- Sarah Carey
- Jun 26
- 2 min read
It might surprise you to learn that searches for “webinar” peaked in February 2024(1), and not during the height of their pandemic necessity. Since then, search volumes have remained 41% above this peak, demonstrating webinars’ increasingly essential place in the B2B marketing armory. A recent report from one AI-powered video content company (2) compared their platform’s B2B webinars between 2023 and 2024. The findings reveal the scale of just one year’s growth in the use and value of webinars for extended campaigns.
Below are the key learnings, as well as our take on what B2B brands should be implementing now to maximise their value.
What’s the scale of YoY growth?
225% growth in total webinars, 106% growth in registrants, and 33% growth in attendees
Monthly webinars per brand have more than doubled to around 4, with an average of 4 speakers each
While highly regulated sectors generally host longer webinars, the average is 45-60 minutes and short-form webinars have risen 8% (now 1 in every 10)
What’s changed versus the previous year?
2903% increase in video clips created following webinars (1313K total in 2024)
11464% increase in unique text assets (e.g. blog posts, 94.7K total in 2024)
Blogs, takeaways, social posts were the primary purposes for repurposing in 2023, but in 2024 it was predominantly emails (37%) and blogs have fallen significantly (13%)
What’s driving webinar performance?
Webinars in series outperform standalone webinars significantly - even just labelling them as “series” increases registration 30%
Growth of on-demand content is significantly contributing to performance (26% YoY), representing 80% of all webinars hosted - 31% of attendees rewatch
Timing is everything. Webinars are most frequently scheduled on Tuesday, Wednesday and Thursday (each representing about 28%), though Mondays’ are best attended (38%), followed by Tuesdays’ and Fridays’ (34%)
Overlaying this with office attendance data suggests hybrid working isn’t a strong predictor of success. Monday is the most mandated in-office day (65%), which would suggest it’s an in-office activity, however Friday is the least mandated (46%) and joint-second best-attended. Webinar attendance is even lower on Wednesday, though, which is the most common commuting day (77%) and probably best avoided
There are also industry-dependent days and windows of time which maximise attendance
(3) https://news.virginmediao2.co.uk/wp-content/uploads/2025/04/VMO2B-Q1-2025-Movers-Index-Report-1.pdf
The view that webinars are the ‘poorer version’ of in-person events is simply untrue in today’s world. Given the budget constraints marketing teams have been operating under in recent years, growth in webinars has only been possible because of the emerging evidence of their effectiveness.
To benefit from webinars, teams should:
Integrate webinars effectively into part of a lead gen journey
Weigh up the benefits of virtual versus in-person from an ROI perspective
Maximise the life of webinar content by repurposing into further digital assets, particularly video given its explosion in utilisation
Consider the audience’s weekly patterns and habits to maximise attendance
You can view the report here.
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