• by Ray Schultz , Columnist, February 14, 2025

Webinars are delivering record registrations and conversions. But they only work if they are promoted in the right way, judging by ON24’s 2025 Digital Engagement Benchmarks Report. 

One challenge has become especially acute as targets have climbed faster than budgets: “How do we create targeted, personal and relevant experiences at scale, especially when resources are tight?,” the study notes. 

Here are a couple of ways.  

For one thing, B2B brands need to leverage first-party data. 

“Audiences expect tailored experiences that speak directly to their needs,” the study notes. “Personalization offers a proven way to meet — and exceed — these expectations. By harnessing first-party data from attendee interactions, webinar producers and marketers can create personalized experiences that drive measurable improvements across critical performance metrics.”  

Personalization results in a 3X increase in registrations for upcoming webinars, a 61% increase in resource downloads and a 4X increase in average demo bookings, the study says.

Brands also should be using automated nurture emails and content pages. “These occur after the webinar, where those who registered are sent a link to a page containing not only the on-demand session, but also a selection of related content," the study says. 

Another key tool may be artificial intelligence (AI). "This includes the use of AI to create titles for events, landing page copy and email promotions,” the study states.

In general, webinars are now drawing a 57% conversion of webinar registrations-to-attendees, according to global benchmarks reported in the study. 

In addition, there has been a 24% increase YoY in conversions on calls to action per webinar and an average engagement duration of 15 minutes.  

And personalized landing pages are generating a 25% average conversion rate. 

Overall, the average webinar pulls 216 attendees. And it results in 14 questions being asked per webinar.