Webinars: Leads for publishers

This case study shows how a media company worked with Techcast to implement a webinar as a lead product. The series kicks off with a webinar featuring "Ein Herz für Tiere" (A Heart for Animals) on the topic of:

"What should I do when my dog gets old, stiff, and forgetful?"

The topic has been deliberately chosen: it addresses a specific community issue, is emotionally relevant, and requires a high level of expertise. It is precisely this combination that ensures that users not only consume content, but also actively participate and register.

The model behind the format is clearly structured:

media company

• uses its reach and editorial authority
• promotes the webinar via magazine, newsletter, and social media
• creates a high-quality community experience

Experts

• provide a well-founded impetus
• answer questions from the audience live
• increase trust and content depth

Sponsor / Advertising client

• receives qualified leads from registration
• reaches a clearly defined target group
• benefits from high visibility in the context of the content

Users

• receive concrete help and guidance
• can ask questions directly
• Experience content not only as articles, but as dialogue

The result: a win-win-win model for the media brand, sponsor, and community.

The key insight from our webinar projects: People don't sign up for advertising—they sign up for expertise.

Webinars work particularly well when:

• a relevant problem is addressed
• Providing genuine guidance from experts
• Interaction is possible
• the format is perceived as a service

This makes the webinar a lead magnet that has a much stronger impact than traditional display or print ads.

To ensure that webinars in the media environment do not come across as a "Zoom call" but rather as a genuine premium format, Techcast focuses on maximum interactivity:

• Live Q&A with structured moderation
• Real-time surveys and feedback
• Branding and CI integration for media brands
• GDPR-compliant registration
• Lead export for sponsors
• On-demand use for long-term lead generation

This creates an event experience that actively engages readers and delivers measurable results for sponsors.

The following key figures are particularly relevant for marketing decision-makers in publishing:

• Registration conversion rate
• Participation rate live vs. on-demand
• Engagement (questions, surveys, interactions)
• Cost per lead compared to traditional channels
• Lead quality for sponsors
• Reusability of content as an asset
• Webinars thus become not only content formats, but measurable funnel components.

How do publishers generate leads with webinars?

Registering before the event generates qualified contacts that sponsors can use for further communication.

Why do webinars work better than traditional ads?

Because users actively participate, ask questions, and seek expertise—they don't just consume advertising.

For which topics is this format particularly suitable?

For community-oriented content with a high need for advice or guidance, e.g., health, technology, finance, or lifestyle.

What is the advantage for sponsors?

Sponsors receive leads in a trustworthy editorial environment with high visibility and a clear target audience.

Experience the sample webinar live on February 5, 2026, or watch the recording.