How effective are B2B webinar registrations, content hubs, and landing pages in driving action? What share of attendees join on-demand versus live, on average? How does marketing and experience personalization affect webinar benchmarks?

To find out, researchers at ON24 examined millions of global data points from their platform collected in 2024.

The researchers found that, on average, 57% of B2B webinar registrations convert to attendees; the conversion rate of content hubs is 30%; and the conversion rate of personalized landing pages is 25%.

For the B2B webinars examined, some 56% of attendees joined live, 45% joined on-demand, and 1% joined both formats.

The researchers found that personalizing B2B webinar marketing and experiences tends to significantly boost performance across a range of areas, particularly average number of attendees and conversions.

About the research: The report was based on millions of global data points collected from the ON24 webinar platform in 2024.