Why CMOs Love Webinars: The Secret Weapon in Modern B2B Marketing
By Sarah Taylor, Yo Marketing Agency Head of Global Events
When CMOs are asked to name their top-performing channels for lead generation, webinars consistently land in the top three. And it’s not just a trend; it’s a strategic shift. In a landscape oversaturated with emails, paid ads, and static content, webinars offer something rare: real-time engagement with intent-rich audiences - a crucial element for achieving sustainable growth beyond just counting leads.
Webinars are no longer just a brand-building tool, they’re serious lead converters. Research shows that the average webinar conversion rate is 20–40%, with some B2B companies reporting up to 55% of attendees turning into qualified leads. That’s miles ahead of most digital channels.
In fact, a recent study by ON24 revealed that 73% of B2B marketers say webinars are the best way to generate high-quality leads, and CMOs are taking note, ranking webinars firmly in their top 3 channels for driving pipeline. You can explore more current data points in our look at the state of webinars and key trends.
In a noisy digital world, webinars deliver something rare: real-time engagement with high-intent audiences.
So, why exactly do CMOs love them? Let’s break it down.
1. Webinars Attract High-Intent Leads People don’t sign up for a 30–45 minute session on a whim. The very act of registering, let alone attending, shows a level of curiosity and commitment that most channels can't match. For CMOs, that’s gold. These attendees are often mid-funnel prospects actively looking for solutions, making them far easier to nurture into a pipeline.
2. Rich First-Party Data Webinars are a data goldmine. From registration forms to live polling, Q&A, and post-event surveys; every interaction is trackable. CMOs know this data can feed directly into CRMs, fuel lead scoring models, and even inform product messaging and sales outreach.
3. Repurposable Content Machine One 45-minute webinar =
✔️ 1 blog post recap
✔️ 3–5 social snippets
✔️ 1 gated on-demand asset
✔️ Multiple nurture email touchpoints
✔️ Quotes for sales enablement decks CMOs love this kind of ROI.
It turns a single live session into a multi-touch campaign with minimal extra lift, embodying the principles of effective content repurposing to maximize reach.
4. Real-Time Customer Connection Webinars create the kind of two-way engagement that static content can’t. They’re a space where brands can speak with their audience, not just at them. This builds trust and credibility especially when speakers include customers, partners, or subject matter experts.
5. Scalable and Cost-Effective Compared to in-person events or high-budget ad campaigns, webinars are efficient. While large-scale impactful events have their place in a go-to-market strategy, webinars offer an attractive cost-per-lead whether you're targeting 50 decision-makers or 500. Plus, the shift to on-demand formats extends their shelf life and reach.
CMOs aren't just using webinars because they’re trendy, they’re using them because they work. They bridge the gap between brand storytelling and performance marketing, helping teams engage the right audiences at the right time with the right message.
If webinars aren’t a staple in your lead gen strategy yet, it might be time to reconsider. The CMOs already doing it well are reaping the rewards.
Ready to make webinars work harder for your business?
At Yo! Marketing, we tailor our expertise to meet your unique goals, whether you're new to webinars or ready to take them to the next level.
Get in touch with our friendly team today to schedule a free consultation with our in-house webinar guru. Let’s turn your next session into a lead-gen powerhouse.
