Webinars have become more than online presentations. For B2B teams, the same event can create a registration page, collect first-party lead data, trigger follow-up emails, qualify attendees, generate on-demand content and feed a CRM.
Current 2026 comparison material from webinar vendors shows a crowded market that includes Zoom, GoToWebinar, Livestorm, ON24, Demio, BigMarker, Airmeet, WebinarJam and others. The useful choice depends on your audience size, marketing stack, engagement model and reporting requirements.
What to look for in a B2B webinar platform
| Requirement | Why it matters for lead generation |
|---|---|
| Registration pages | Turns event interest into structured lead data |
| CRM integration | Moves registrants and attendees into follow-up workflows |
| Automated email | Handles reminders, confirmations and replay delivery |
| Polls and Q&A | Provides engagement signals beyond attendance |
| Analytics | Shows attendance, engagement and drop-off |
| On-demand replay | Extends the useful life of the event |
| API/integrations | Connects the webinar to your wider marketing stack |
1. Zoom Webinars
Zoom is familiar to many audiences and supports webinar hosting with registration, interactive features, integrations and multiple event configurations. Its current product pages also promote AI capabilities and webinar workflows.
Consider it when: your audience already knows Zoom and you want a general-purpose webinar environment with broad adoption.
2. Livestorm
Livestorm emphasizes browser-based attendance, meaning participants can join without installing a desktop application. It also highlights CRM integrations with platforms such as HubSpot and Salesforce, automated emails and analytics.
Consider it when: reducing joining friction and connecting webinar activity to a marketing workflow are priorities.
3. GoToWebinar
GoToWebinar is a long-established webinar platform that offers registration, engagement tools, analytics and on-demand capabilities. Current comparison material from Livestorm also documents its browser access and reporting capabilities.
Consider it when: your team wants a dedicated webinar product rather than a broader video-meeting suite.
4. ON24
ON24 positions itself around enterprise webinars, digital experiences, engagement data and analytics. That makes it relevant for organizations treating webinars as a larger demand-generation program rather than occasional events.
Consider it when: your marketing operation needs deeper event data, content experiences and enterprise integrations.
5. Demio
Demio focuses on a streamlined webinar workflow with registration, engagement, analytics and automation. Its current comparison pages position it toward marketers who want live, hybrid and on-demand webinar experiences without a heavy setup.
Consider it when: the marketing team wants a focused webinar workflow with less operational overhead.
6. BigMarker
BigMarker is built around webinars and virtual events and highlights features such as registration, automation, engagement and integrations. It is often considered by teams running recurring programs or larger online events.
Consider it when: you need event automation and a broader virtual-event feature set.
7. Airmeet
Airmeet combines webinars and event experiences with engagement features and networking elements. It can be relevant when your B2B event strategy goes beyond a speaker-and-slide format.
Consider it when: audience interaction and event-style experiences are part of your lead-generation plan.
How to choose for B2B lead generation
Choose based on your funnel, not your attendee count alone
Start with the journey you want: ad or email → landing page → registration → reminders → live event → engagement → follow-up → CRM → sales handoff. The platform should support the journey with as little manual work as practical.
Measure the right metrics
- Registration conversion rate
- Attendance rate
- Average watch time
- Poll or Q&A participation
- Replay views
- Marketing-qualified leads
- Sales opportunities influenced by the webinar
A simple webinar ROI model
Webinar ROI = attributed gross profit from influenced opportunities − campaign cost.
Do not judge a webinar only by registrations. A smaller event that creates highly relevant conversations can have a very different economic outcome from a large event with low buying intent.
Common webinar-platform mistakes
- Choosing software before defining the funnel.
- Ignoring CRM and marketing automation integration.
- Collecting registration data but never routing it to sales.
- Focusing on attendee count instead of engagement and pipeline impact.
- Publishing the replay without a follow-up path.
Bottom line
The right webinar platform is the one that fits your audience, event format and lead-management workflow. Compare registration, engagement, integrations, analytics, replay and automation capabilities before comparing headline prices.
