A live or pre-recorded online seminar or presentation, typically used for education, product demonstration, or thought leadership, often requiring registration and used as a lead-generation and nurturing tool.
Why it matters
Webinars combine content marketing and lead generation in one format — attendees self-select as interested in the topic, provide contact information to register, and spend meaningful, sustained attention with the brand, which is a much deeper engagement than a typical blog post or ad impression.
In a sentence
"Our best-converting lead source last quarter was a webinar — the registrants who actually attended converted to opportunities at a noticeably higher rate than leads from any other channel."
Related terms
- Often confused with: Marketing event (Part Two, Category 3) — a webinar is a specific type of event, conducted online; "marketing event" is the broader platform object category that could represent a webinar, a conference, or any other type of scheduled event).