The Only Marketing Channel That Builds Brand and Pipeline

Webinars are one of the few marketing channels that solve the brand vs. performance dilemma.

Most B2B marketing teams are stuck in a rigged game.

You’re expected to build long-term brand equity and deliver pipeline each quarter. But when budgets inevitably get tight, one always takes the hit. Spoiler alert: It’s never pipeline.

Brand becomes the sacrificial lamb, despite the fact that marketers know that without brand, pipeline will absolutely fail. Brand is what wins market share, trust, and Mindshare.

But how do you justify brand investments when the board wants hard numbers by Friday?!

Webinars solve for this impossible conflict. Historically, brand initiatives live in one budget, and performance campaigns in another — and ne'er the twain shall meet. Until now!

What if you didn’t have to choose between your brand and performance efforts?

What if there was a single channel that:

• Converted high-intent prospects into pipeline, today
• Built trust and recall across months of content reuse
• Cost a fraction of what you’re spending on underperforming paid channels
• Created authentic connections that influence purchase decisions (aka Mindshare)

Well, that channel exists. It's called webinars, and when done right, they're the only marketing lever that simultaneously builds demand and Mindshare.

When someone willingly hands over an hour of their time to learn from you, you've got a valuable chance to build a true relationship. If an attendee finds your webinar valuable, they'll (hopefully) return for more and tell others about you.

Over time, these prospects start associating you with the solutions to their problems. They've seen your brand personality and culture firsthand, and all that familiarity breeds more trust and goodwill.

Then, when it comes time to make a decision, they choose you. And boom; there's your measurable performance metric!

On Goldcast, webinars consistently outperform traditional lead-gen formats — and industry benchmarks agree:

• 73% of B2B marketers call webinars their #1 source of high-quality leads
• 2.5× higher ROI than in-person events and 8x ROI when comparing Goldcast to other platforms
• 62% of attendees express interest in demos post-webinar
• 2× demo conversion rates using post-event intent data, as seen by Goldcast client Starburst
• 80% of marketers say webinars lowered their cost per lead
• $72 average CPL via webinar vs. $92 for content marketing and $811 for live events
• On-demand replays boost total reach by up to 75%

The data weaves a compelling story about webinars' effectiveness compared to other channels. No other live channel gives you this powerful blend of data capture, engagement, content creation, and funnel acceleration.

More importantly, webinars allow you to build meaningful relationships at scale while driving measurable results.

Here's why webinars work so well for performance goals and brand building. They earn attention, which is the foundation of everything else. Without catching people's attention, you can't hope to be on their minds when they're looking for a solution.

A few things that make webinars stand out:

They’re inherently human. Real people. Real voices. A real-time exchange of ideas. In a world of automation and chatbots, webinars offer something increasingly rare.

They’re high-trust formats. A 30–60 minute session is the modern B2B equivalent of a fireside chat. It's an intimate setting where people can get to know your brand and walk away with something valuable.

They create a content cascade. Repurposing is where the real magic happens. One single webinar turns into:

• 8+ social media clips
• 2–3 in-depth blog posts
• 5–10 nurture email assets
• 1–2 paid ad campaigns
• A library of evergreen, searchable content

We've seen companies use Content Lab to generate 20 times more content, while saving time and money. Each repurposed asset features your team's core messages, authentic expertise, and brand identity, and you're able to reach people via multiple platforms.

The use cases are robust:

They give you full narrative control. Unlike social or paid media that rely on fleeting attention, webinars let you shape a complete story on your terms, in your voice. You don't have to compete with a ton of other B2B brands in a crowded feed; instead, you've got an interested audience engaging with just you for a set period of time.

They foster community at scale. When people engage in polls, chat, and Q&A during the webinar event, they become active co-creators of the webinar experience. That's pretty magical! Those moments of interaction build lasting connections and community and set your brand apart.

The compound effect of all of these benefits is huge. While you can't typically look to a single webinar and say, "This generated all of our pipeline goals," you are able to see that your prospects attended different webinars before deciding to buy. Each touchpoint moved them a little bit further forward.

In other words, webinars build the brand equity that make pipeline possible.

Webinars are the avenue to building brand and pipeline, but it doesn't just happen automatically. It requires intentional planning and execution to get maximum impact from your webinars. Here's how the best teams do it:

1. Treat webinars like product launches.When you're launching a new product, you don't just schedule the release and hope people find out about it. You build anticipation. Promote across multiple channels. Create teaser content. Loop people in so they can tell others.

Drive audience registration with genuine value, and people will respond accordingly.

2. Design for repurposing.Build repurposing into the workflow from the start. When you're creating your Run of Show, think about which segments will likely be most quotable. Design visually compelling slides that can be shared on social and in emails. Structure discussions with clear takeaways and thought-provoking CTAs.

Then, when you upload your recording to be repurposed, look for those standout moments among the produced clips.

3. Align teams around dual KPIs.Sure, you need to measure pipeline generation, but also keep tabs on your replay views, social engagement, content reuse rates, and brand awareness. Keep all relevant teams in the loop on how webinars are impacting each of these, and be sure to share information on what affects each one.

4. Activate sales with event insights.

We're big fans of sales enablement that goes beyond just sharing attendee lists. Give your sales team and account executives detailed data like engagement scores, poll responses, CTA clicks, and more. These are valuable intent signals that they can then use to create personalized follow-ups.

5. Create a content lifecycle.

Plan 30-60 days of content distribution after each webinar. Schedule social clips. Design email sequences. Edit blog posts. The webinar itself is just the beginning; the real brand (and pipeline) impact happens in the following weeks as you distribute your message, over and over.

We designed Goldcast specifically for B2B marketers' event marketing needs. We saw that traditional webinar platforms treated engagement like an afterthought, and repurposing wasn't on the menu at all.

Enter: Goldcast, a platform that understands webinars need to create not only immediate results, but also long-term brand value.

Key features include:

• On-brand, customizable appearance
• Professional-grade production tools
• Automated content repurposing
• Deep engagement analytics
• Seamless CRM integrations
• Sales enablement support

Demo Goldcast to see how we can help you amplify brand and performance — because you should never have to choose just one!

For too long, marketers have been forced into a false dichotomy. It's brand or performance. Awareness or conversion. Long-term or quarterly results.

Webinars are your strategic answer to that decades-old drama. If you're asking, “How do we build long-term brand value and hit our pipeline targets right now?” then look no further.

With one webinar, you can generate qualified leads, deepen market trust, and activate a content ecosystem that powers both brand and performance.

In a market where efficiency is everything, this is the smartest play you can make right now.