Most webinars pitch. The best ones prove.
If you’re selling to technical buyers (CISOs, engineers, architects) a case study webinar can do what no deck can: show real-world impact, in real buyer language, with real results.
Here’s how to run one that builds trust and moves deals forward.
Pick the Right Customer
Not just the biggest logo. Choose a customer who:
- Faced a relatable challenge
- Can speak clearly to the outcome
- Is willing to talk candidly not just praise
Ideally, they match your ICP. Prospects should see themselves in the story.
Focus the Story
Skip the full origin tale. Zoom in:
- What broke?
- What changed?
- What’s better now?
Frame the problem in practical terms, not drama. “We were losing alerts in our SIEM” beats “We had operational blind spots.”
Structure It Like a Before After Build
- Before: What was hard, slow, risky?
- After: What changed? Numbers help, time saved, errors reduced, speed increased.
- Build: How they got there. Include just enough implementation detail to feel real.
This format keeps it tight and makes outcomes clear.
Include Your Product, Don’t Feature It
Let the customer do the selling. Your role is to nudge. “Can you walk us through how X feature helped in that moment?”
Trust goes up when you’re not the one pitching.
Record, Slice, Distribute
After the live session, create:
- A short clip with the best quote
- A blog recap with highlights
- A PDF summary with metrics
- Snippets for sales enablement
Your best customer story shouldn’t live in one recording.
Case study webinars aren’t lead gen fluff. They’re proof.
Done right, they don’t just convince the buyer. They equip your champions with the story they’ll need to convince everyone else.
That’s what actually closes the deal.
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