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Free live webinar · 6 October 2026

How to fill your B2B webinar seats

Your webinars stall at the same registration number every time. In 60 minutes we show the four channels that fill B2B seats, the benchmarks behind each, and the 4-week plan that ties them together. You leave with a promotion plan for your next webinar.

Tuesday, 6 October · 15:00 CET · 14:00 UK · 09:00 ET

60 minutes

Live, with Q&A

Hosted by

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60-minute live workshop

Built around what you vote for

Recording the day after

Attend live or catch up later

The promotion toolkit

Wireframe, templates, 4-week calendar

Sound familiar?

Your webinar is good. So why does nobody sign up?

The webinar isn't the problem. The promotion runs on one email and hope. We see the same five symptoms in almost every B2B team:

You email the list once, post twice, and hope.

Registrations stall at the same number every time.

Paid runs cold to lookalikes and never pays back.

The partner shares the link once and calls it co-marketing.

Nobody can say which channel earned which seat.

Registrations per webinar

One email and hopeFour channels, one calendar

What you'll learn

The four channels worth running

Each one with the structure that works, the benchmark to aim for, and the mistake that kills it.

Cold email

The sequence structure that turns a first touch into a registration. The invite lands in email two, once you've named the problem. Reply and registration benchmarks included.

4-touch sequenceReply benchmarks

Organic LinkedIn

The content patterns that drive sign-ups: carousel, long-form, then a DM to everyone who engaged. And the cadence that compounds instead of repeating the announcement.

Carousel + long-formDM loop

Paid LinkedIn

When paid pays back and when it doesn't. The minimum viable budget, and the targeting that beats lookalikes: retarget the people who already engaged.

Minimum budgetRetargeting

Partner co-marketing

Borrow a list you don't own. The 50/50 promo split, the pitch script that gets a yes, and how to share lead capture without a fight afterwards.

Pitch script50/50 split

Then we put it all on one 4-week plan

With attribution, so you know which channel earned which seat.

Webinar day

Week 1 · Build

Landing page, list, partner pitch.

Week 2 · Announce

Everywhere, once. Email, LinkedIn, partner.

Week 3 · Teach

Stop announcing. Teach the content in public, DM engagers.

Week 4 · Last call

Urgency, paid retargeting, reminders.

Who this is for

Built for the people who own the registration number

B2B marketers running webinars as a demand channel and trying to get past the 200-registration plateau. Bring the campaign you're stuck on: tell us what you're wrestling with when you register and we'll work it into the session, live.

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Heads of marketing and demand gen

You report on webinars as a pipeline channel. You'll get the benchmarks to set targets by, and a plan your team can run without you.

Marketing managers who own promotion end to end

Email, LinkedIn, paid and partners, usually alone. You'll get the templates and the calendar, so the next launch is assembly, not invention.

Founders and partnership leads at SaaS and services firms

You co-host with partners and want the promo split and lead sharing agreed up front. The pitch script is written for you.

Teams that run expert events and roundtables

Professional services, manufacturing, SaaS. Same system, different room: it fills invite-only expert events the same way it fills webinars.

Not for you if your webinar is a product demo for existing customers, or you're looking for a tool pitch. This is a promotion workshop.

Speakers

Who's running it

Aljaž Peklaj

CEO @ Grou

Runs Grou, a B2B pipeline agency that combines cold outreach, LinkedIn content and paid campaigns into one system, and writes about outbound and AI marketing for 30,000 followers on LinkedIn. In this session he breaks down the exact promotion system Grou uses to fill B2B webinars and expert events, with the benchmarks behind it.

B2B pipeline agency, Ljubljana

Bryan van Anrooij

Head of Partnerships @ WebinarGeek

Head of Partnerships at WebinarGeek, the webinar platform this session runs on. He works at the intersection of product, marketing and customer success and combines the three into partnerships that last. In this session he shares the WebinarGeek features that help you grow faster and more scalably, and what to switch on before your next launch.

Webinar platform, Netherlands

Agenda