A good webinar program does three things at once: It teaches the audience what they want to learn. It produces an asset that keeps generating leads . And it captures behavioral data you can act on to generate revenue. A weak program does only the first one. The teaching is good, and the chat fills up, but qualified attendees never become paying customers. The difference between a successful webinar and a failure is in the work that happens before and after the live presentation. That’s where this playbook focuses. The most consequential decision happens weeks before the live event, when you choose what the webinar is about. Pick Topics That Match Business Goals The most consequential choice in a webinar program is the topic, and the fastest way to get it wrong is to pick something that sounds interesting in a marketing meeting. The right starting point is the business goal: net-new pipeline, product education, account warming, or thought leadership.…