Skip to content
Business team doing a video conference in the office.
Richard FlynnMay 30, 2023 4:42:41 PM5 min read

Webinar Content 101: How to Reach Consideration Stage Buyers

Webinars have become indispensable in the B2B marketer's arsenal, effectively engaging potential buyers and providing in-depth information about products and services. To truly capture the attention of B2B buyers in the consideration stage, it is crucial to position your solution as the best choice while adhering to content creation best practices. In this article, we will delve deeper into the process of crafting compelling webinar content that targets potential B2B buyers in the consideration stage of the buyer's journey.

Understanding the consideration stage

The consideration stage is critical in the B2B buyer's journey. At this juncture, prospects have identified their problem and are actively seeking potential solutions. They have compiled a list of vendors and are evaluating their options. Your objective is to demonstrate how your solution outshines the competition.

Practical Tips for Positioning Your Solution as the Best Choice


  1. Showcase unique value propositions: Clearly articulate the unique benefits and features that set your solution apart from competitors. Focus on the aspects that directly address the pain points of your target audience, making it evident how your product or service will resolve their issues more effectively than other options.

  2. Provide proof of success: Build trust by sharing case studies, testimonials, and success stories from satisfied customers. This demonstrates that your solution has a track record of delivering results and reinforces its value proposition.

  3. Highlight industry recognition: Share any accolades, awards, or certifications your solution has earned. This serves as an endorsement of your product or service, strengthening its credibility and appeal.

  4. Offer customization options: Emphasize the flexibility and options available in your solution, showcasing how it can be tailored to meet each customer's unique needs and requirements. This demonstrates your commitment to providing personalized solutions that cater to individual business challenges.

  5. Establish thought leadership: Position your brand as a leader in your industry by sharing valuable insights, best practices, and trends. By showcasing your expertise, you demonstrate your solution's potential and build trust with your audience.

  6. Be transparent about pricing and value: Be upfront about your solution's pricing and the value it delivers. Clearly explain how your offering compares to other options regarding cost-effectiveness, the total cost of ownership, and return on investment.

  7. Provide seamless support and customer service: Emphasize your commitment to customer success by outlining your support and services throughout the customer journey. This includes pre-sales consultations, implementation assistance, ongoing support, and resources for continued growth.

Best Practices for Creating Engaging Webinar Content


  1. Research your target audience: Gain a deep understanding of your audience's needs, preferences, and challenges. This will enable you to tailor your content and messaging to their pain points, ensuring your webinar is relevant and valuable.

  2. Structure your content effectively: Organize your webinar into clear sections, making it easy for your audience to follow and digest the information. Begin with an introduction highlighting the pain points you will address, followed by educational content, storytelling, and product demonstrations. Wrap up with a Q&A session and a strong call to action.

  3. Utilize visual aids: Enhance your content with visuals that support your messaging and keep your audience engaged. Use slides, images, graphs, and charts to make complex information more digestible and visually appealing.

  4. Rehearse and refine: Practice delivering your webinar to ensure a smooth and polished presentation. Identify any areas that need improvement and make necessary adjustments before going live.

  5. Promote your webinar effectively: To attract a larger audience, promote your webinar through various channels such as email, social media, and blog posts. Create eye-catching graphics and compelling copy to pique the interest of your target audience.

  6. Measure and optimize: After hosting your webinar, analyze its performance by tracking key metrics such as attendance, engagement, and conversion rates. Use this data to identify areas for improvement and optimize your future webinars.

Tips for Keeping Your Content Engaging When Delivering an Online Webinar


  1. Adopt a conversational tone: Engage your audience by using a conversational tone throughout your presentation. This creates a more relaxed and inclusive atmosphere, encouraging attendees to participate and ask questions actively.

  2. Incorporate real-life examples: Use real-life examples and case studies to illustrate your points, making your content more relatable and impactful. This helps your audience understand how your solution can apply to their situations.

  3. Use multimedia elements: Enhance your presentation by incorporating various multimedia elements, such as videos, animations, and sound clips. These elements can help break up the monotony of slides and keep your audience's attention.

  4. Encourage audience participation: Boost engagement by actively inviting your audience to participate in the webinar. Include polls, quizzes, and interactive exercises that require attendees to think critically and contribute to the discussion.

  5. Be mindful of pacing: Keep your presentation moving steadily to maintain interest. Stay on any one topic briefly, and be prepared to adapt your content on the fly based on audience reactions and feedback.

  6. Maintain eye contact and use body language: Even in an online setting, maintaining eye contact and using expressive body language can make your presentation more engaging. Look into the camera when speaking and use gestures to emphasize key points.

  7. Inject humor and personality: Humanize your presentation by injecting humor and personality where appropriate. This helps create a more enjoyable and memorable experience for your audience while showcasing your brand's unique voice.

  8. Schedule breaks: For longer webinars, schedule short breaks to allow attendees to recharge and stay engaged. This also allows you to address any technical issues or answer questions.

  9. Offer incentives: Encourage attendance and participation by offering incentives such as exclusive content, discounts, or giveaways. This adds value to your webinar and increases the likelihood that attendees will remain engaged throughout the session.


Creating compelling webinar content that positions your solution as the best choice for B2B buyers in the consideration stage while keeping your audience engaged demands a deep understanding of your audience and a commitment to providing valuable content. By incorporating the tips and best practices outlined in this article, you will be well on your way to crafting webinars that captivate your audience and drive conversions. Optimizing and refining your approach will ensure that your webinars consistently resonate with your target audience, helping you achieve your marketing goals.

Planning an event? Check out our blog series on best practices for planning and cultivating a successful corporate event here.


Richard Flynn

Richard Flynn is a recognized leader in channels and go-to-market business strategy and execution. A Founding Partner and Chief Marketing Officer for Spur Reply, Richard has over 25 years of go-to-market experience in sales transformation, channel management, and customer marketing.