Joint Webinars & Lives

A joint webinar is a live session co-hosted with a complementary brand or expert. Each partner promotes it to their own audience, so you reach more people for the same effort. A live date gives people a reason to register and show up.

How it works

You trade access to audiences. Your partner’s list sees your brand, and yours sees theirs. Because the session teaches something useful, both audiences treat it as content, not an ad. Registration captures leads, and live questions build a stronger connection than a recorded video.

How to do it

Pick a partner with a similar audience profile but few shared contacts. Ask them how many of their subscribers already know you.
Choose a narrow topic that both brands know well and that solves a specific problem. For example: “5 email automations that recover abandoned carts,” not “How to do email marketing.”
Build one registration page with both logos, a clear title, three or four things attendees will learn, and a form for name, email, and one qualifying question.
Promote over about four weeks: announce in week 1, share prep content in week 2, cross-promote from both brands in week 3, send reminders the day before and the day of in week 4.
Run the session as mostly teaching with a short pitch at the end. Add a poll, question, or chat prompt every few minutes. Close with an attendee-only offer that expires soon after.

What to measure

Show-up rate: live attendees divided by registrants.
New contacts acquired: registrants who were not already in your database.
Post-event conversion rate: attendees who buy, start a trial, or book a demo within 7 days, divided by attendees.

Best practices

Agree in writing who gets which registrant data before promotion starts.
Record the session and cut it into short clips, a blog recap, and an email follow-up series.
Test day and time for your audience. Midweek, midday slots are a common starting point for B2B.

Common pitfalls

Choosing a famous partner whose audience does not match yours. You get registrations but no qualified leads.
Running too long or pitching too early. People leave when they feel sold to before they learn anything.
Skipping the follow-up. Send a short email sequence to attendees and no-shows within a week.