is the average show-up rate: more than half of registrants never join live.
Source: Livestorm, 2026 benchmark report ↗Free guide
It's not about what to say, but about all the machinery that has to be ready around the talk: promotion assets, a landing page with a form, the CRM flow, reminders, the day itself and lead follow-up.
What to do from six weeks out to the day after, with a countdown ready to copy.
The roles a webinar needs (host, moderator, producer, marketing ops) and who owns what.
The image and video kit for LinkedIn, email and the landing page, with each channel's sizes.
Structure, form fields, GDPR consent, thank-you page, add-to-calendar and UTMs.
From form to CRM: what to store, how to segment and which email goes out when.
When and through which channel to remind people, with sample subject lines.
Platform, dry run, a 45-minute run of show, Q&A and polls, captions and a backup plan.
Separate sequences for attendees and no-shows, a survey, sales handoff and lead scoring.
How to turn one hour of webinar into clips, an article, a carousel and sales material.
What to measure to know whether it worked, and the full list, phase by phase.
is the average show-up rate: more than half of registrants never join live.
Source: Livestorm, 2026 benchmark report ↗of registrations come in the final week, and 15.3% on the day itself.
Source: Livestorm, 2026 benchmark report ↗of median promotion for the 1,000 best-attended webinars, versus 9 for the rest.
Source: Zoom, promotion guide (2026) ↗the views for public replays compared with gated ones.
Source: Livestorm, 2026 benchmark report ↗Count six weeks back and spread the countdown tasks.
Every piece gets an owner, so nothing falls through the cracks.
Use the form and reminder templates, and test everything with a real registration.
The week before and on the day, phase by phase.
This is how the first chapter starts. The full guide has ten chapters with checklists and templates.
A well-run B2B webinar takes about six weeks to prepare, even if public promotion only fills the last two or three. The early weeks are for deciding, producing, and building; the final weeks are for filling the room.
Three data points help you spread the effort:
On picking a date: Livestorm sees nearly identical show-up rates Monday through Wednesday (51.5%, 51.7%, and 51%), and the lowest in July (45%) and August (42.9%). In practice, any day from Monday to Thursday works; what you want to avoid is late summer and holiday weeks.
About six weeks is sensible: the first weeks to decide, produce and set up the landing page and CRM, and the last two or three to promote it. In Zoom's data, the best-attended webinars had a median promotion window of 13 days.
According to Livestorm's 2026 benchmark report, the average is 47.7%: more than half of registrants never join live. That's why reminders and no-show follow-up matter so much.
The minimum you need to follow up: name, work email and company. Every extra field lowers sign-ups, so only add one if it changes what you'll do with that lead. The guide includes a table of minimal and qualifying fields.
To send commercial emails in Spain and across much of the EU you need explicit consent, separate from the registration itself. The guide explains how to set it up in the form and privacy notice, though it isn't legal advice.
A typical sequence is an immediate confirmation, a reminder a few days before, the day before and on the day shortly before it starts. In Livestorm's data, teams above 60% show-up send personalized reminders three days before, the day before and on the day.
Treat them as their own segment: send the recording with a summary and a different call to action from attendees. The guide includes both sequences.
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Free guide
Ten chapters, templates and a master checklist.
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