B2B Buyers' Appetite for Webinars Is Growing

Developing content based on thought leadership and not a sales pitch is crucial for winning buyer interest

By Chuck Kapelke

Amid the pandemic and people working from home more frequently, demand for webinars and virtual events has surged in the past few years throughout the B2B sector, per a new study. But potential buyers don't sign up for webinars and/or online conferences to hear a sales pitch, so it's crucial that marketers develop valuable, thought-based content to include in their programming lest they alienate their customers and prospects.