Manufacturing Webinars: Why They Still Work

Manufacturing webinars help companies educate buyers, build trust, and showcase their expertise. They also give engineers a chance to learn before speaking with a sales team.

Even better, webinars don’t require a large marketing budget.

Your team already has valuable knowledge. Your customers have questions. Why not bring the two together?

During a recent B2Btail Jam Session, Wendy Covey, CEO of TREW Marketing, shared findings from the 2026 State of Marketing to Engineers Report.

One finding stood out: 91% of technical buyers attend at least one webinar each year.

That’s an incredible opportunity for manufacturers!

Let’s explore why webinars still work and how your company can use them to help customers succeed.

Why Do Engineers Still Attend Manufacturing Webinars?

Engineers attend manufacturing webinars to learn new skills, explore technology, and solve technical problems.

In fact, webinars remain a popular way for technical buyers to learn.

Wendy shared two powerful findings:

• 91% of technical buyers attend at least one webinar annually.
• 49% attend four or more webinars each year.

Those numbers tell an important story.

Engineers want valuable information. However, they don’t always want another sales presentation.

Instead, they want to learn from people who understand their challenges.

During our Jam Session, Wendy explained what technical buyers value most about webinars:

“Getting deeper technical information, learning about new technology or products, and hearing from your subject matter experts.”

That’s great news for small manufacturers!

Your engineers, technicians, and production leaders already have the expertise buyers want.

For example, a machine shop could explain how to improve part quality. A metal supplier might discuss material selection.

Meanwhile, an equipment manufacturer could demonstrate ways to reduce downtime.

Each topic helps customers solve a problem.

That’s the secret to effective educational marketing.

Rather than focusing on selling your products, focus on helping your customers succeed.

After all, when you teach someone something valuable, you begin building trust.

And trust creates opportunities for stronger business relationships.

How Can Small Manufacturers Create Successful Webinars?

Successful manufacturing webinars start with one important customer question and a knowledgeable person who can answer it.

You don’t need a large audience or expensive equipment.

Instead, you need a helpful topic and a clear plan.

During the Jam Session, Wendy offered a valuable suggestion:

“Consider either hosting a webinar with a complimentary partner, or you can do sponsored webinars with an industry publication.”

This approach can help smaller manufacturers reach new audiences.

For example, a CNC machine shop could partner with a tooling supplier. Together, they might host a session on improving machining performance.

Likewise, a metal supplier could partner with an engineering expert to discuss material selection.

Both companies gain an opportunity to educate potential customers.

Here are five steps to get started:

1. Choose one customer challenge. Start with a question your team hears often.
2. Find your expert. Invite an engineer, technician, or experienced team member.
3. Create a helpful title. Make the benefit clear to your audience.
4. Invite the right people. Use email, LinkedIn, and industry partners.
5. Record the session. Share the replay with people who couldn’t attend.

Wendy also recommends hosting webinars live and making the recordings available later.

Why?

Some engineers want to ask questions during the session. Others prefer watching when their schedules allow.

Therefore, offering both options helps you serve more people.

Most importantly, don’t worry about attracting hundreds of attendees.

Start by helping the right people.

How Do Manufacturing Webinars Build Trust and Generate Opportunities?

Manufacturing webinars build trust by giving buyers access to real experts before they make a purchase.

They also help companies stay connected with potential customers throughout a long buying process.

Think about your own customers.

Many spend weeks or months researching suppliers. Some may take even longer.

During that time, educational content can help your company stay top of mind.

Wendy described webinars as “the lead engine that still can.”

That’s a powerful reminder that webinars remain useful even as marketing technology changes.

At B2Btail, we embrace this approach through our educational Jam Sessions.

We invite knowledgeable guests to share insights, answer questions, and help manufacturers succeed.

Our goal isn’t to deliver a nonstop sales pitch.

It’s to create an environment where people can learn, connect, and grow.

This approach also fits perfectly with the Digital Game Plan.

Start by identifying your customers’ Ridiculously Important Questions (RIQs).

Next, select a question that would make a valuable webinar topic.

Then use a Hub & Spoke strategy to extend the life of that conversation.

One webinar can become:

• A helpful AI/SEO-rich blog post
• Several short educational videos
• LinkedIn posts featuring expert insights
• A newsletter highlighting key lessons
• An on-demand resource for future customers

As a result, one educational event can support several parts of your marketing strategy.

Better yet, your team doesn’t need to create every piece of content from scratch.

Start Out-Teaching Your Competition

Manufacturing webinars offer a practical way to educate customers, build relationships, and share technical expertise.

You don’t need a huge audience. You don’t need a fancy studio.

You simply need something valuable to teach.

Wendy’s research confirms that technical buyers continue to attend webinars because they want to learn.

So why not become one of the companies they learn from?

Start with one customer question. Invite one expert. Create one helpful session.

Then use that conversation to develop content that keeps working long after the webinar ends.

At B2Btail, we believe in helping manufacturers out-teach the competition through the Digital Game Plan.

Because when you help your customers succeed, you create more opportunities for your own company to grow.

What question could your team answer in a webinar that would make your customers’ lives easier?

Get your FREE Digital Game Plan and put your strengths to work.

If you found this information valuable, check out some of our other blogs. 

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