B2B Webinar Strategy & Management
15+ Years Running Webinar Programs That Convert
From single-event production to full-scale demand gen programs: I help B2B SaaS and enterprise teams turn webinars into measurable pipeline.
RecThe market has changed. Most webinar programs haven't.
The B2B buying journey has shifted in ways most webinar programs haven't caught up to. Buyers research in private. Decisions are made before vendors are invited in. And volume-based metrics are losing boardroom credibility fast.
- Forrester, 2026
- 94%of buying groups rank a preferred vendor before ever raising their hand or filling out a form.Forrester, 2026
- Wynter, 2025
- 72%of B2B buyers now begin vendor research in private peer groups, not Google.Wynter, 2025
- 6sense, 2025
- 97%of people researching you right now will never complete a registration form.6sense, 2025
Most webinar programs are still optimizing for the 3%. I build programs that reach the other 97%.
End-to-end webinar management for B2B teams
Whether you need a single polished event or a scalable 100+ webinar annual program, I bring the strategy, production, and follow-through to make it work.
Webinar Strategy & Program Design
Build or audit a webinar program: cadence, format mix, funnel alignment, and KPI frameworks. Lead gen vs. demand gen positioning included, because registrations alone are not pipeline signal.
End-to-End Event Production
Speaker coordination, run-of-show, platform management, live moderation, and post-event reporting. Built on the T-minus scheduling framework and a 6/6 pre and post-event lifecycle model.
Goldcast · ON24 · Zoom Webinar · Webex
Demand Gen Integration
Connect the webinar program to MAP, CRM, and sales follow-up workflows. Scoring, segmentation, and nurture track setup built around pipeline quality, not MQL volume.
Marketo · HubSpot · Salesforce
Content Repurposing & AI Editing
Transform one webinar recording into clips, blog posts, email sequences, and sales enablement assets: 12+ formats over 6 weeks. AI-assisted, human-curated, so a 45-minute event becomes source material.
On-Demand & Replay Strategy
Extend webinar reach with ungated replay programs that fuel demand gen long after the live date. Gate the live event, open the replay: two motions, one piece of content, built for the 97% who never fill out a form.
Platform Migration & Evaluation
Evaluating or migrating between webinar platforms, with hands-on experience across every major enterprise tool and a clear view of how they compare.
Goldcast · ON24 · Zoom Webinar · Webex · Hubilo · Bizzabo · Notified
Platforms & stack
- Goldcast
- ON24
- Zoom Webinar
- Webex Events
- Hubilo
- Bizzabo
- Notified
- Marketo
- HubSpot
- Salesforce
- Eloqua
- Contentful
Programs built at scale
- 150+
- Annual webinars directed at Spiceworks Ziff Davis
- 15+
- Years in B2B virtual event production
- 3
- Direct reports managed in-house
- 5+
- Enterprise platforms operated
Clients and employers have included Cloudflare, Square, Wiley, IHS Markit, and Spiceworks Ziff Davis: SaaS, security, fintech, publishing, and enterprise tech verticals.
From the control room
Live
Strategy before slides
I think in pipelines, not just programming.
Most webinar programs are still chasing registration volume as proof of pipeline contribution. The research is clear: the board stopped asking about MQLs. Pipeline generated, opportunities, and new ARR are what gets reported. Every webinar decision I make, from topic to gate vs. ungated to follow-up cadence, is calibrated to those outcomes, not event-day headcount.
I treat webinars as source material, not standalone events.
A 45-minute conversation should live in 12 formats across 6 weeks. Clips, blog posts, email sequences, sales enablement assets, on-demand replays. The live event is where you capture declared interest. Everything after is demand gen. I build programs where the event is the beginning, not the end.
I know what good looks like across the industry.
With experience spanning media, cloud security, fintech, and enterprise tech, I bring cross-vertical pattern recognition to every engagement. I've seen what breaks at scale, what the scoreboard looks like when it's wrong, and what it takes to fix both.
I use AI as a tool, not a shortcut.
AI-assisted editing and content repurposing is core to my workflow. But when everyone produces 10x the content, everything sounds the same. Human judgment, knowing which moments matter, which story to tell, which format serves which audience, is what changes the ROI story. I use AI to accelerate production. I use judgment to make it land.
The practices most teams keep running. The ones I've already stopped.
Registrations are not the same as interest.
200 registrants and 80 attendees does not mean 80 interested buyers. Intent signals from a registration form are weak at best. I build programs that create content people want to return to, not pipeline theater that generates leads sales will never touch.
Gating the replay is leaving demand gen on the table.
Gate the live event. Open the replay. The lead gen motion already happened. The replay is demand gen: you're staying visible and valuable to in-market buyers who weren't ready to register when you ran the live date. That's the 97% most programs never reach.
Webinars are only as good as what comes after them.
The best webinar program I've built treated every live event as source material. One conversation became clips, a blog post, an email series, sales enablement, and an on-demand asset. Webinars are not a channel. They are the anchor of a multitouch, multichannel campaign.
Being everywhere is not a strategy.
Spreading a webinar program across six channels often means owning none of them. I help teams concentrate force: one well-run program with real infrastructure beats five half-built motions with weak signals.