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If your webinar attendance is dropping, it’s not the audience’s fault

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May 28, 2025

The markets’ near-daily flips between red and green tell you the actual color is high-viz yellow: The caution flags are flying. Consumers and marketers still see economic trouble ahead and are changing behaviors. We have a deep look at that and how it should impact your marketing decisions.

Also, Jaina Mistry examines why webinar attendance is falling everywhere and what you can do about it today.

Constantine von Hoffman
Managing Editor

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Tools and Resources

See what your competitors know that you don’t with the Competitor Analysis Tool!

Tired of guessing what’s working in SEO? The Competitor Analysis Tool gives you a behind-the-scenes look at who’s ranking—and why.

Smart move: Zero in on the keywords your competitors rank for but you don’t. That’s where the real opportunity is.

No guesswork. Just insights you can act on.

Give it a spin—free to try.

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Good reads and conversations to help good marketers get better.

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MarTech research

Surveys and research reports to make you a more-informed marketer

NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

NEW: Generative AI for Content Creation B2B Data Enrichment and Hygiene Email Marketing Platforms Identity Resolution Platforms Marketing Work Management Platforms Marketing Automation Platforms Customer Data Platforms. Call Analytics and Conversational Intelligence

What they're saying

“Poor performance from webinars means you haven’t adapted them to the audience’s changing needs. Video remains one of your most powerful tools — and webinars, done right, are your secret weapon.” – Jaina Mistry in If your webinar attendance is dropping, it’s not the audience’s fault. “I’m a big proponent of CTV campaigns, but I don’t recommend that every brand jump in. If you’ve built demand that you’re not capturing in paid search, paid social or retargeting campaigns, prioritize demand capture before you carve out a budget for CTV.” – Sean Nowlin in How to integrate CTV with other PPC channels for a full-funnel growth loop.