Once your eWebinar is created and configured, the next step is getting people to actually watch it.
This isn’t about one-time promotion. It’s about building a system of promotion and distribution that consistently brings people into your webinar over time.
Start with your goal
There are many different use cases for webinars. But when it comes to promotion and distribution, it helps to zoom out.
Most strategies fall into two broad approaches:
Training & Onboarding
Help users, customers, or team members learn and succeed over time.
- Known audience
- Low friction
- Ongoing engagement
Go to the Training & Onboarding Playbook →
Sales & Marketing
Attract new leads and guide them toward a decision.
- Unknown audience
- Lead capture
- Funnel-driven
Capturing the lead is just the first step. Once you know who someone is, you can bring them back into your webinar using lower-friction methods like auto-registration, personalized links, and retargeting.
Go to the Sales & Marketing Playbook →
Understand the system
All webinar promotion and distribution strategies are built on three core concepts:
Destinations: Where your webinar lives
These are the places people can access your webinar.
- Landing pages
- Standalone widgets
- Webinar libraries or series
- Webinar room (direct link or embedded player)
Learn more in the Destinations Guide →
Distribution: How people get there
These are the channels that bring people to your webinar.
- Direct communication (email, outreach)
- Contextual distribution (in-app, behavior-based triggers)
- Broadcast distribution (website, content, ads, social)
Learn more in the Distribution Guide →
Getting into the webinar: Access and lead capture
This is how people actually start watching—and whether you know who they are.
- Registration forms
- Auto-registration
- Ungated access
- Personalized join links
Learn more in the Getting Into the Webinar Guide →
Explore feature guides (optional)
If you want to understand how specific features work or how to configure them:
- Share & Widgets
- Registration
- Integrations
How to think about driving attendance
High-performing setups don’t rely on a single page or a single channel.
- Use multiple destinations
- Combine multiple distribution channels
- Continuously improve how people get into the webinar
What to do next
If you’re not sure where to start:
- Choose the playbook that matches your goal
- Add one new destination or distribution channel
- Experiment with one way to improve how people get into your webinar
You don’t need to do everything at once.