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When most people think about promoting a webinar, they're thinking about a live event. You pick a date, send invitations, remind people, the moment passes, and the promotion is over.
On-demand is a completely different thing. There's no single moment you're driving toward. Your session is always available. So the goal stops being "how do I get people to show up on Thursday at 2pm?" and becomes: how do I build a system that consistently brings the right people in, wherever they are, whenever they're ready?
A note on what "on-demand webinar" means
At eWebinar, an on-demand session is an interactive video experience with chat, whether that's for sales, onboarding, training, or something else.
Attendees don't just watch, they answer polls, respond to questions, click on CTAs, and send messages that get real replies. It's not a passive recording. It's a two-way experience.
An on-demand session built this way isn't just content you distribute. It's a system you build, one that runs on any schedule, lives in multiple places at once, and reaches someone the moment they're interested, not the next time you happen to be available to host.
One prerequisite: most of the suggestions listed below don't work if people can't watch right now. The more available your session, the more effective every channel becomes.
This post was drawn from eWebinar's promotion and distribution training. If you'd rather watch than read, you can sign up for a session here:
This post breaks this system of promotion and distribution into three parts:
- Destinations: where your session lives
- Distribution: how people find their way there through the right channels
- Getting into the webinar: how people start watching once they arrive
Together, these three things determine how many people actually see what you built.
One last thing before we dive in... On-demand promotion strategies typically fall into one of two broad categories:
- Sales and marketing: you're trying to reach people you don't know yet and guide them toward a decision
- Training and onboarding: you're supporting people you already have a relationship with
The right tactics depend on which one you're building for. Where it matters, we'll flag it.
Part 1: Destinations — Where your session lives
Most people set up a landing page and call it done. That's one destination. Here's the full picture.
The more places your session lives, the more ways people have to find it. Every new destination is another entry point, and every entry point is another opportunity for someone to attend.
1. A landing page
Every on-demand session needs at least one dedicated page. It communicates the value, handles registration, and gives you a shareable link you can use anywhere.
There are two ways to approach this. The simplest is to use your platform's built-in landing page. In eWebinar, every session gets one automatically — it's ready to share with no setup required. You can link to it from emails, your website, social posts, or anywhere else.
The second option is a custom landing page, which gives you more control over design, layout, and tracking. Common for sales and marketing teams who want the page to match their brand or sit within a broader campaign. If you go this route, one important detail: use your webinar platform's registration form on the page rather than a standalone form from your CRM. In eWebinar, using our registration form means the attendee gets registered and their data passes to your CRM simultaneously — you don't have to choose between a smooth registration experience and clean data.
If your landing page is getting traffic but not converting, look at two things first: the number of fields on your form (name and email is almost always enough), and whether the page clearly communicates why the session is worth someone's time.
Tip: If you already know who your prospective attendees are, you can use URL parameters to pre-populate the registration form with their name and email. All they have to do is pick a session time and confirm. It's a simple way to reduce friction for known contacts without removing their ability to choose when they watch. In eWebinar, this works on any landing page link, and CRMs like HubSpot let you do it at scale using merge fields.
Best for: Sales and marketing / Training and onboarding
2. Embeddable widgets
Instead of always sending people somewhere else to register, you can bring your session to wherever people already are.
Embed a registration button or pop-up on your website and it stays accessible as people browse, without interrupting the page. Drop a registration card inside a blog post and someone reading about your topic can sign up right there. Embed the full player directly on a page and visitors can click and start watching without leaving.
In eWebinar, there are seven widget types — pop-up, card, box, button, embedded form, fixed bar, and embedded player — each designed for different placements and use cases. Any of them can go on any page.
This is one of the highest-leverage moves in the destinations category because it doesn't require people to seek out your session. It finds them.
Best for: Sales and marketing / Training and onboarding
3. A webinar library or content hub
If you have more than one session, a central page where people can browse and register for all of them gives your audience a reason to keep coming back — and makes it easy for people to discover sessions they didn't know existed.
Think of it as a directory. People arrive, see what's available, and self-select what's relevant to them. The more sessions you have, the more valuable this becomes.
A library works best in a marketing context — thought leadership content, educational sessions, or any mix of sessions where the value is in discovery. It's less suited to a direct sales funnel, where you typically want to guide people toward one specific session rather than let them browse.
In eWebinar, every account gets a built-in share-all page automatically — just click "Share all" on your dashboard and you have a shareable library. For a more curated experience, you can build a custom library using the card widget to control the order and selection, like eWebinar's own webinar library.
Best for: Training and onboarding / Marketing-led content strategies
4. Webinar Series
This one is specific to eWebinar.
A Webinar Series goes beyond a library. Where a library is a directory people browse freely, a Series is a structured curriculum. It lets you build learning paths from multiple sessions, gives each registrant their own personalized page that tracks their progress over time, and can offer certification at the end.
For training and onboarding use cases, this is the most powerful destination type available. Instead of asking customers or employees to find and watch sessions on their own, you give them a clear path, a sense of progress, and a reason to complete it.
Best for: Training and onboarding
5. In-session promotion
The best time to get someone to watch your next session is while they're already engaged in one.
You can promote related sessions from inside the session itself, surfacing a registration prompt at a natural moment. One-click registration means the friction is minimal. In eWebinar, the Next Webinar interaction lets you do exactly this — and when the current session ends, attendees can flow directly into the next one, the same way you move from one episode to the next on Netflix.
This is particularly powerful for building a training sequence where each session leads naturally into the following one.
Best for: Training and onboarding, though useful for any multi-session strategy
6. No-registration sessions
Remove the form entirely. Someone clicks a link and starts watching immediately, with no registration required.
This is the most frictionless destination type, and it's the right choice when reach matters more than lead capture, or when you're sharing with people you already know. The tradeoff is that viewers start out anonymous — you don't know who they are, at least not immediately.
The good news: you don't have to choose between frictionless access and lead capture. There are ways to identify viewers inside the session itself, which we'll cover in Part 3.
Best for: Sales and marketing (top of funnel, cold distribution), or sharing directly with known contacts
Part 2: Distribution Channels — How people get there
Having destinations isn't enough on its own. People still need to find their way to them. That's what distribution channels are for.
The key difference from live event promotion is this: you're not building a campaign that runs once. You're building channels that keep running. The goal isn't to promote your session this week. It's to build systems that consistently bring the right people in over time — without requiring you to do something new every time.
That means automation wherever possible. Most of the highest-performing distribution setups run in the background without anyone actively managing them. You might start by sharing your session manually to learn what resonates and which channels convert. But manual distribution isn't a strategy — it's a test. The goal is to take what works and systematize it. The exception is recurring manual activities, like a monthly newsletter or a regular posting cadence, where the repetition itself is the system.
There are three types of distribution channels. We'll go through each.
Direct communication channels — you send it to a specific person
7. Automated email sequences
This is where most people should start, because it's the highest-leverage move available.
When someone signs up for your product, joins your list, or hits a milestone in their journey with you, they should encounter your session automatically — not because someone remembered to send it. Embed it in the onboarding flows, nurture sequences, and triggered email cadences that are already running. Set it up once and it works continuously.
The channel that matters most here isn't the one-time launch email to your list. It's the evergreen sequence that runs in the background long after launch day.
Best for: Sales and marketing / Training and onboarding
8. Sales outreach and follow-ups
A session link makes a strong call-to-action for cold and warm outreach. It's non-committal — prospects can explore on their own terms, at their own pace — and it puts your best pitch in front of them without requiring a live call. Works across email, LinkedIn direct messages, and any 1-on-1 follow-up.
For sales teams, think of your session as a tireless team member who delivers a consistent, high-quality presentation to every prospect, any time of day, and flags anyone who engages so you can follow up with context.
Best for: Sales and marketing
9. Support responses
When a customer asks a question your session answers, your support team should be able to share the link in one step. Build it into your response templates or your support tool's saved replies.
Done well, this turns every relevant support ticket into a session view — and often resolves the question more thoroughly than a written reply would.
Best for: Training and onboarding
10. Email signature
Every person on your team sends dozens of emails every day to exactly the kinds of people your session is built for. Add the link. Make it a team-wide standard.
It's low effort, it compounds over time, and it puts your session in front of people in a context that feels personal rather than promotional.
Best for: Sales and marketing / Training and onboarding
11. Internal promotion
Often the most overlooked channel. Your sales reps, customer success managers, and support agents are in direct conversations with your audience all day. Getting the whole team sharing your session consistently — not just at launch, but as a regular part of how they work — is one of the most effective distribution moves available to you.
The key is framing it as a tool that makes their jobs easier, not a marketing task they're being asked to do. A rep who sees a session answer a prospect's objection better than they could in a call will share it without being asked.
Best for: Sales and marketing / Training and onboarding
Contextual distribution channels — it shows up when relevant, automatically
12. Behavior-triggered emails
A user signs up but doesn't activate. A customer tries to use a feature and immediately abandons it. Someone hasn't logged in for two weeks. These are moments when a well-timed email with a relevant session link is genuinely helpful, not promotional.
Set the trigger once. It runs without you and finds people at exactly the moment they're most likely to need what your session covers.
Best for: Training and onboarding
13. In-app messaging
Surface your session inside your product based on what someone is doing right now. They visit a feature they've never activated. They hit a common friction point. They complete a step that suggests they're ready for the next one. The session appears in context, at the moment it's most useful.
Because it's on-demand, they can watch immediately. With a live session, this kind of timing would be impossible. Tools like Intercom and UserPilot make this possible without custom development.
Best for: Training and onboarding
14. Knowledge base, help docs, and customer academy
If you're running training or onboarding sessions, they belong wherever customers go when they need help. Not just linked from a separate page — embedded directly in the relevant help article, in your support portal, in your LMS, or in a dedicated learning center.
The goal is for the session to appear where the question is, not somewhere the person has to go looking for it.
Best for: Training and onboarding
Broadcast distribution channels — you put it in front of the world
15. Your website
Your website is already getting traffic. The question is how many of those visitors ever encounter your session.
Your session should be accessible from multiple places on your site — not just a dedicated page that people have to find. A pop-up widget means it's always reachable without interrupting whatever page someone is on. An embedded form on your homepage gives instant access with just a name and email. Key product pages and your pricing page are also natural placements.
eWebinar uses this approach on its own site: the demo is accessible via a pop-up on every page and via an embedded form on the homepage.
The same logic applies to training and onboarding — except instead of your marketing website, the placement is inside your app. Surface your sessions where customers already are, in the product, rather than asking them to go somewhere else to find them.
Best for: Sales and marketing / Training and onboarding
16. Blog posts
Two uses, both valuable.
Write a companion post on the topic your session covers and embed a registration card inside it. The post attracts organic search traffic. The embedded session converts it. Or find existing posts that are already ranking and getting traffic, where your session is the natural next step, and add the card there.
At eWebinar, 25% of people who attend our demo sign up for a trial. Our demo is embedded across our blog content because of that number — it's the most important CTA we have. In fact, this post is an example of that approach: there's a registration card for our promotion and distribution training embedded here because it's the natural next step for anyone reading this far.
Best for: Sales and marketing
17. SEO
Write posts built around the terms your audience is actually searching for — not your product category, but the specific problems your session addresses.
Someone searching "how to scale customer onboarding" or "product demo best practices" isn't looking for webinar software. But if your session answers their question better than anything else they find, they're your audience. Those posts become the top of the funnel. The embedded session is where you convert the traffic into something actionable.
Best for: Sales and marketing
18. LinkedIn
"Post on LinkedIn" is not a distribution strategy in 2026. The platform has changed significantly, and what works now is specific.
PDF carousels (document posts) are generating roughly six times the engagement of standard text posts. LinkedIn newsletters bypass the algorithm entirely — every edition is delivered directly to subscribers' inboxes, and they're indexed by Google. Short video is growing fast, with views up over 30% year over year. Standard text posts, on the other hand, are reaching significantly fewer people than they did a year ago.
If LinkedIn is part of your channel strategy, use the formats that actually reach people.
Best for: Sales and marketing
19. Reddit
Reddit has largely replaced Quora as the place where B2B decision-makers research tools, ask peer questions, and look for recommendations. It now surfaces in search results for a significant percentage of B2B queries, and the majority of business decision-makers use it to inform purchasing decisions.
The approach is different from standard social media. You participate in subreddits where your audience already gathers, build credibility by being genuinely helpful over time, and share your session when someone asks a question it directly answers. No cold links, no self-promotion without context. Just relevance. The communities will tell you quickly if you're getting it wrong.
For eWebinar customers, the relevant subreddits span every industry you serve — sales, customer success, HR, marketing, SaaS, education, and more.
Best for: Sales and marketing
20. Short-form video clips
Your session is already recorded. That's the raw material for an ongoing distribution channel.
Pull a 60-90 second clip that addresses a specific pain point, shares a counterintuitive insight, or demonstrates a key concept and post it on LinkedIn, Instagram Reels, or YouTube Shorts with a link to the full session. The clip earns attention. The link drives registration.
One recording. Many entry points. And the content you create from it continues to work long after you post it.
Best for: Sales and marketing
21. External newsletters
As organic social media reach has declined, newsletter sponsorships and editorial mentions have become one of the most effective B2B distribution channels available.
Find newsletters your ideal audience reads — typically industry-specific ones with engaged, niche readerships — and get your session in front of their subscribers. The dynamic is different from social: readers are already in a focused, low-distraction context, the link is right in front of them, and the audience has opted in specifically for content about the topic you cover.
Best for: Sales and marketing
22. Podcasts and guest appearances
Get in front of a new audience that cares about your subject matter, mention your session during the episode, and use a dedicated registration link so you can track what comes from that channel specifically.
One caveat: a single guest appearance gives you a one-time bump. This channel only compounds if podcasting is already part of how you build your audience — regular appearances, your own show, or an ongoing guest strategy. If you're not already doing it, it's not worth starting just to promote a session.
Best for: Sales and marketing
23. Communities
Active participation in Slack groups, Discord communities, and niche forums where your audience already gathers. Share your session when the topic comes up organically. The principle is the same as Reddit: earn the right to share, then share. Lead with value, not links.
Like podcasting, this channel works best when community participation is already part of how you operate. Joining a community just to drop a link once won't move the needle. But if you're already active in spaces where your audience lives, your session becomes a natural resource to point people toward.
Best for: Sales and marketing
24. Partnerships and co-sessions
Co-host a session with a partner who has your audience. Both of you promote it to your respective lists. Both audiences get exposed to both brands.
To make it easy for partners to promote: write the email copy, the social posts, and the messaging for them. Give them a dedicated link so you can both track results. The easier you make it to share, the more likely they are to actually do it.
Like communities and podcasting, this works best as part of an ongoing partnership strategy rather than a one-off. A single co-session can generate a spike. A recurring partnership builds an audience.
Best for: Sales and marketing
25. Paid ads and retargeting
Effective when you have a clear sense of who you're targeting and what a viewer is worth to you. Less effective when you're still figuring out product-market fit or messaging. Start small if you're new to it.
LinkedIn ads are expensive but well-targeted for B2B audiences. Reddit ads are significantly cheaper — cost-per-click is a fraction of LinkedIn's — with strong niche targeting for specific communities. For people who've already visited your landing page or started your session, retargeting is especially powerful because the audience has already shown intent.
One note: because your session is always available, your retargeting campaigns are always relevant. You're not racing against an event date.
Best for: Sales and marketing
Part 3: Getting into the webinar — How people start watching
Once someone finds your session through one of the channels above, they still need to get into it. And the decisions you make about how that works have a bigger impact on results than most people realize.
This isn't just registration versus no registration. It's a spectrum, and most people only ever use one end of it.
Two questions govern everything here: How easy should it be to start watching? And do you need to know who the person is — and if so, when do you ask?
26. Standard registration
The default setup: someone lands on a page, fills out a form, and gets access. Appropriate for most situations and a solid place to start.
If this is working well, don't overthink it. If people are landing but not signing up, look at two things. First, the form — are you asking for more than you need? Name and email is almost always enough. Every additional field reduces conversion. Second, the page itself — does it clearly communicate why the session is worth someone's time? If both of those are solid and you're still not converting, the issue is likely the traffic quality, not the page.
There are exceptions to the "fewer fields" rule. If you're selling a high-ticket product in an enterprise context, a longer form can actually help you qualify leads and filter out people who aren't a serious fit. The goal isn't always to remove friction. It's to make sure any friction you have is intentional.
Best for: Sales and marketing / Training and onboarding
27. Instant access with a minimal form
A two-field form — name and email only, no session selection — that sends someone directly into an on-demand session the moment they submit. No landing page, no choices to make, no wait.
This works well for both sales and training contexts. In a sales context, it removes every barrier for someone who's ready to watch right now. In a training context, it's the right default: people expect you to already know who they are, so asking for anything beyond name and email (or nothing at all with SSO) creates unnecessary friction.
In eWebinar, you do this by hiding the session dropdown on an embedded form. It's the setup we use on our own homepage — someone enters their name and email and they're in immediately.
Best for: Sales and marketing / Training and onboarding
28. In-session registration
Start the session without a gate, then surface a registration form inside the video after a minute or two — once you've had a chance to demonstrate value and give people a reason to keep watching.
The viewer has already opted in with their attention. The ask feels earned rather than presumptuous. You can make registration required to continue, or optional.
In eWebinar, this is the in-video registration interaction. It can be placed anywhere in the session timeline and only appears for viewers the system doesn't already recognize — so it won't interrupt your regular registered attendees.
Best for: Sales and marketing
29. Auto-registration via Zapier
Register known contacts for a session automatically, without them having to do anything. A trigger in your CRM fires, eWebinar registers the contact, and they receive a confirmation email with their direct join link. They click it and they're in.
In eWebinar, this is possible via Zapier. Connect eWebinar to your CRM and configure a trigger — a new customer signs up, a lead reaches a certain score, a contact is added to a specific list — and eWebinar handles the rest.
Best for: Training and onboarding
30. SSO and logged-in access
This one is specific to eWebinar.
Customers who are already signed into your product can access sessions directly, with no registration required at all. The most seamless possible experience for an existing customer base.
SSO integration also enables access control, so you can ensure only your customers, employees, or members can view sessions that aren't meant for the public.
Best for: Training and onboarding
31. Personalized join links
The most frictionless access method for known contacts, and useful in both sales and training contexts.
Instead of asking someone to register, you send them a link that already knows who they are. When they click it, they're taken straight into the session — no form, no confirmation step, no friction at all. In eWebinar, every registered attendee has their own personalized join link. You can also generate personalized links for contacts who haven't registered yet by adding URL parameters with their name and email. CRMs like HubSpot and tools like UserPilot let you do this at scale using merge fields, so every person on your list gets their own link automatically.
The difference between this and pre-populated forms (covered in the tip under #1) is worth understanding. A pre-populated form still lets the attendee choose their session time — they just don't have to type in their details. A personalized join link sends them directly to a specific session or replay. More seamless, but less flexible for the attendee. Which one is right depends on whether you want them to choose when they watch or whether you want to decide that for them.
For retargeting in a sales context: in eWebinar, when a registered attendee clicks an ungated replay link on the same device they used before, the system recognizes them via a cookie and their replay pulls in their previous chat conversations and interaction responses automatically. No re-registration, full continuity.
Best for: Sales and marketing / Training and onboarding
Putting it together: Two paths
The right strategy depends on what you're trying to do. Here's how the two main use cases look in practice.
Training and onboarding: You already know who your audience is. They're your customers, your users, or your team. The goal is to make your session appear at the right moment for the right person. Contextual distribution channels do most of the work — sessions embedded in your product, in your help docs, in behavior-triggered emails. You're not trying to capture leads you already have, so make access as seamless as possible. Auto-registration, SSO, personalized join links, and Webinar Series all work well here.
Sales and marketing: You're trying to reach people you don't know yet and guide them toward a decision. Broadcast distribution channels do most of the work — website, blog, social, ads, outreach. The most effective setup is what we call a webinar sales funnel: build one core session (a demo, a product walkthrough, a conversion-focused presentation), and point everything toward it. Your homepage, your blog, your ads, your outreach — all directing people to the same experience. Because your session is always on-demand, that funnel is always active. Capture registration information upfront so you can follow up and continue the conversation.
The webinar sales funnel
Instead of promoting multiple sessions in different places, a webinar sales funnel centers everything around one core session and directs all of your distribution channels toward it. Homepage, blog, emails, ads, outreach — all pointing to the same experience.
A funnel has stages: registration, attendance, and conversion. Improving performance isn't just about getting more people in. It's about understanding where drop-off is happening and optimizing for each specific step. Most importantly, a funnel only works if you're feeding it the right traffic — not just more people, but the people most likely to convert.
Because your session is on-demand, the funnel never closes.
The closing question: How many ways can someone currently enter your session? For most people, the answer is one. A landing page. Maybe a link in an email. That's it.
High-performing setups don't rely on a single path. They create multiple entry points because every new entry point is another opportunity for someone to attend.
You don't need to build all of this at once. Start with one destination, one distribution channel, one entry experience. Then keep adding. The session doesn't change. The system around it grows.
This week: add one.
Want to go deeper? This post was drawn from eWebinar's promotion and distribution training, hosted by me. The full session covers everything here in more detail, with examples and a live walkthrough of how it works inside the product. Sign up below!
