2026 Agenda

 

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B2B Webinars Haven't Evolved as Fast as Audience Behavior

Brian Cleary  (Global Marketing Director for Life Sciences and Assurance, NSF)
Location: Room 104
Date: Monday, October 5
Time: 2:45 pm - 3:15 pm
Pass Type: All Access, Digital, CMWorld 2-Day, CMWorld 3-Day - Get your pass now!
Session Type: Session
Track: Content Creation & Storytelling, CMWorld
Vault Recording: Video
Brian Cleary

Today's buyers don't consume content the way marketers design it. They join late. They multitask. They switch screens. They drop out and re-enter. Yet many webinars are still built as linear lectures that only work if consumed from beginning to end.


This session explores why traditional webinar design increasingly clashes with modern buyer behavior and introduces a practical framework for designing content around interrupted consumption rather than uninterrupted attention.


Drawing on real-world experience redesigning webinar programs within a global standards and certification organization, attendees will learn how modular structures, strategic recaps, and synthesis-driven content can reduce cognitive load, improve engagement, and create more valuable assets for repurposing and demand generation.


Attendees will leave with a practical framework for building webinars that better reflect how professionals consume information and how modern B2B content should be built.

Takeaway

  • • Why traditional webinar formats struggle in an environment of fragmented attention and high cognitive load
    • How to design for re-entry using modular content, recaps, and synthesis
    • A practical webinar framework that technical experts can use without sacrificing depth or authority
    • How modular structures increase replay value, repurposing opportunities, and downstream demand generation
    • Why the real challenge is often content architecture, not audience engagement