Conference: Oct 5-6
Workshops: Oct 7
Rethinking B2B Webinars for the Attention Economy
Brian Cleary (Global Marketing Director for Life Sciences and Assurance, NSF)
Date: Monday, October 5
Time: 2:45 pm - 3:15 pm
Pass Type:
All Access, 3-Day, 2-Day, Digital -
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Session Type:
Session
Audience Level:
Intermediate
Track:
Content Creation & Storytelling
Vault Recording: TBD
Audience Level: Intermediate
B2B webinars haven't evolved as fast as audience behavior.
Today's buyers don't attend webinars the way we design them. They join late. They multitask. They re-enter mentally. They watch recordings at 1.25x speed. Yet most webinars are still built as linear lectures that only make sense if consumed from minute one to minute sixty.
This session explores how B2B marketers must redesign webinars for fragmented attention — without sacrificing depth or credibility.
Drawing from real-world experience restructuring technical webinars inside a global standards and certification organization, this session introduces a practical framework for building "re-enterable" webinars: modular, authority-driven, and structured to survive interruption.
Attendees will leave with a repeatable architecture for designing webinars that respect how modern professionals actually consume content — and perform better live and on-demand.
Takeaway
- Why traditional linear webinar formats underperform in today's attention environment
- How to structure webinars around a single governing idea that can be reiterated without redundancy
- A practical 30-minute modular framework that technical and subject matter experts can actually use
- How to balance repetition and authority without oversimplifying complex topics
- How redesigning structure improves replay value, content repurposing, and downstream demand generation