Absolutely, webinars remain a powerful tool for B2B lead generation for Australian SMEs. Despite the rise of other digital channels, dismissing webinars would be a mistake. We’ve seen consistent results for our clients, and the key isn’t just *running* a webinar, but running the *right* kind of webinar, and following up effectively.

There’s been a lot of talk about ‘webinar fatigue’, and it’s true that simply replicating sales pitches online doesn’t work anymore. Audiences are more discerning. However, valuable, educational content delivered through a webinar format still attracts high-quality leads – people genuinely interested in solving a problem your business addresses.

Here are a few insights we’re seeing that matter:

• Focus on Problem Solving, Not Product Promotion: The most successful webinars centre around a specific pain point for your target audience. Position yourself as a thought leader offering solutions, not just selling a product.
• Interactive Elements are Crucial: Forget one-way presentations. Polls, Q&A sessions, and even short breakout rooms dramatically increase engagement and lead quality. People are more likely to convert if they’ve actively participated.
• Strategic Promotion is Key: Don’t just rely on email. Leverage LinkedIn, industry groups, and paid social media advertising to reach a wider, more targeted audience. Consider partnering with complementary businesses to cross-promote.
• Lead Scoring & Nurturing: Not everyone who attends is sales-ready. Implement a lead scoring system based on webinar engagement (questions asked, polls answered, resources downloaded) and then nurture those leads with targeted content.

We’re also observing a trend towards shorter, more focused webinars. People’s attention spans are shrinking, so a 60-90 minute session delivering concentrated value is often more effective than a lengthy, rambling presentation. Thinking ahead, the integration of AI-powered tools for webinar summarisation and personalised follow-up will become increasingly important in 2026 and beyond.

Ultimately, webinars aren’t a ‘set and forget’ tactic. They require planning, promotion, and diligent follow-up. But when done right, they remain one of the most effective ways for Australian SMEs to generate qualified B2B leads. If you’re looking to explore webinars as part of your lead generation strategy, we recommend starting with a detailed audience analysis to identify their key challenges and tailor your content accordingly.