In this case study, we reveal how a B2B brand harnessed influencer-hosted webinars to generate Sales Qualified Leads (SQLs). By combining expert voices with strategic webinar formats, this campaign exceeded pipeline goals and set new standards for B2B content marketing. Read on to discover actionable insights you can apply to your own lead-generation efforts.
Understanding Influencer-Hosted Webinars for B2B Lead Generation
Influencer-hosted webinars have evolved into a trusted pillar for B2B lead generation. Unlike traditional company-led sessions, these webinars feature respected industry voices, adding instant credibility and deepening engagement. According to a 2025 Demand Gen Report, 74% of B2B buyers are more likely to interact with brands recommended or represented by industry influencers. This credibility opens doors to higher-quality conversations and more receptive audiences, positioning influencer webinars as essential assets in the modern sales funnel.
B2B brands increasingly realize that collaborating with third-party influencers helps them reach previously untapped audiences. Webinars specifically offer a format that allows for real-time interaction, live Q&As, and practical demonstrations that can rapidly accelerate the buyer’s journey from awareness to consideration.
Identifying and Selecting the Right Webinar Influencers
The first, crucial step for the featured B2B brand was identifying credible influencers with genuine authority in their market. Rather than chasing celebrity status, decision-makers targeted micro-influencers—seasoned professionals with authentic relationships in the vertical and practical experience that resonated with their target personas. The team used a blend of tools, including LinkedIn Social Selling Index and audience insight platforms, to measure:
- Audience overlap with their ideal customer profiles
- Influencer engagement rates (not just follower counts)
- Content expertise and relevance in webinars or live formats
This methodical approach ensured that chosen partners could both attract and nurture high-intent prospects. As a result, the selected influencers were not just content amplifiers but genuine subject matter experts whose communities trusted them for solutions-based content.
Planning Webinar Topics to Engage Decision Makers
Content planning was led by research, not guesswork. The brand analyzed first-party CRM data and monitored trending topics on B2B forums, Slack communities, and competitor webinars. This ensured webinar topics and formats addressed specific pain points and timely trends relevant to their buyers.
Webinars were not generic product demos but deep dives into industry challenges—think “Solving [Industry] Integration Headaches” or “Driving ROI with AI in [Niche].” Influencers co-created the agenda, blending their insights with the brand’s expertise. Each session included:
- Live case studies with quantifiable results
- Interactive Q&As to surface real buyer challenges
- Actionable frameworks participants could use immediately
By focusing on decision makers’ burning questions, the webinars drew audiences already evaluating solutions—dramatically improving their qualification rate for SQLs.
Executing Webinar Promotion with Influencer Reach
Promotion didn’t rely solely on the brand’s channels. Influencers played an active part in driving registrations via personalized LinkedIn invitations, Twitter threads, and newsletter shoutouts. This approach tapped into warm networks, generating a 38% higher registration rate compared to webinars promoted only through paid ads and brand lists.
To further maximize reach and relevance:
- Influencers posted video teasers sharing personal reasons for joining
- Segmented email sequences provided tailored hooks for different audience segments
- Pre-webinar polls invited audience input on session topics, cultivating buy-in before the event started
This integrated strategy increased not only registration numbers but also attendance rates—critical for moving more prospects through the funnel towards becoming Sales Qualified Leads.
Converting Webinar Attendees into High-Quality SQLs
The crux of this B2B brand’s success was turning attendees into genuine SQLs. To do so, they implemented several best practices aligned with Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) standards:
- Immediate, personalized follow-up: Attendees received tailored content and insights relevant to their stated interests or questions from the webinar, reinforcing the brand’s expertise and attentiveness.
- Qualification workflows: Automated lead scoring in their CRM filtered out lower intent leads, sending only the most engaged participants to sales for follow-up.
- Post-event influencer engagement: Influencers hosted LinkedIn AMAs and recap articles, inviting deeper conversation with attendees and further qualifying those ready for a sales conversation.
Over 60% of webinar attendees took a qualifying follow-up action, such as booking a sales call or downloading high-value assets. The brand reported a 54% increase in SQL conversion rate quarter-over-quarter after implementing this influencer-hosted approach.
Measuring Results and Refining the Webinar Strategy
Continuous improvement is vital. The team rigorously tracked KPIs such as:
- Number of SQLs generated per webinar
- Average sales cycle length for webinar-sourced leads
- Influencer-attributed pipeline and deal size
- Attendee feedback on content quality and presenter credibility
Quarterly reviews led to iterative refinements, such as optimizing webinar timing for audience availability and testing shorter, on-demand formats. By 2025, the influencer webinar program contributed to over 40% of new SQLs and accounted for some of the largest deals closed, affirming its status as a cornerstone of the brand’s B2B demand generation strategy.
To replicate this success, B2B marketers must treat webinars not just as a content tool but as a relationship-building engine—amplified by influencer partnership, actionable content, and data-driven follow-up processes.
Frequently Asked Questions about Influencer-Hosted Webinars for B2B SQL Generation
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What is an SQL in B2B marketing?
An SQL, or Sales Qualified Lead, is a prospect who has been vetted by both marketing and sales teams and is considered ready for direct sales outreach based on established qualification criteria.
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How do influencer-hosted webinars improve SQL quality?
By leveraging trusted voices, these webinars attract engaged, relevant audiences. The added credibility and value drive higher intent actions, improving both the quantity and quality of SQLs compared to traditional formats.
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What are best practices for measuring webinar ROI?
Track not just registration and attendance, but also downstream metrics such as conversion rate to SQL, pipeline influence, and deal size attributed to webinar-sourced leads.
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How do you find the right influencer for a B2B webinar?
Seek industry experts with engaged followings and real-world experience relevant to your audience. Assess their past content performance, niche authority, and their overlap with your target personas.
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Are on-demand influencer webinars as effective as live events for SQLs?
While live webinars offer interactivity and urgency, on-demand formats extend reach and provide evergreen lead capture. The most effective programs combine both for full-funnel impact.
In summary, influencer-hosted webinars can become a powerhouse for B2B brands seeking to generate SQLs. By prioritizing audience value, authentic partnerships, and rigorous follow-up, you can transform your lead-to-customer journey and drive measurable, scalable growth.