Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Webinars look simple from the outside. In reality, the best ones are the result of clear ownership across marketing, sales, and delivery.
The good news is that you do not need a huge team. You do need clarity.
Marketing usually owns the webinar end to end.
Key responsibilities include:
Marketing should also define what a successful webinar looks like in advance. Number of registrants, attendance rate, MQL criteria, and handover to sales should all be agreed before anything goes live.
The host sets the tone. The presenter delivers the value.
In EdTech, credibility matters far more than slick delivery. The strongest webinars usually include:
Bringing in a real user is incredibly powerful. A school leader, lecturer, or administrator talking honestly about their experience will always land better than a vendor only perspective. Many EdTech companies underuse their happiest customers here.
This also reinforces trust and reduces perceived sales pressure.
Your existing users are not just customers. They are proof.
Involving them can look like:
Advocates humanise your product and make the conversation feel peer led rather than sales led. For education audiences, that difference is huge.
Sales development teams are critical to webinar success, but not in the way many people think.
Before the webinar, SDRs and BDRs can:
After the webinar, they:
This turns webinar registrants into warm conversations rather than cold leads.
AEs should not run the webinar, but they should be close to it.
They benefit from:
Customer success teams can also add value by:
Webinars are not only for net new leads. They often surface upsell or cross sell signals too.
You do not need an overly complex tech stack, but you do need the basics to work well together.
Common choices in EdTech include:
Key things to look for:
The tool should not distract from the content.
Webinars are relatively low cost compared to in person events, but costs still add up.
Typical budget items include:
Simple project management or budgeting tools are usually enough. What matters most is clarity on ROI, not complex spreadsheets.
Your CRM is where the value compounds.
Make sure you can track:
Clear tagging of webinar leads helps marketing and sales understand what content actually drives pipeline.
One webinar should fuel weeks, sometimes months, of content.
High performing teams repurpose webinars into:
This extends the life of the webinar far beyond the live session and reinforces your positioning in the sector.
Importantly, it also supports outbound. SDRs referencing a relevant clip or insight from a webinar creates a very different first touch.
Webinars work in EdTech because they respect how education buys.
They require coordination across teams, but they do not require perfection. What they do require is alignment, credibility, and a genuine focus on the audience.
When done well, webinars are not just a marketing activity. They are a shared motion across marketing, sales, and customer teams that turns interest into trust and trust into pipeline.
Marketing usually owns the webinar end to end, from the goal and topic to the registration page, promotion and timelines. Hosts and presenters bring credibility, existing users and advocates add proof, SDRs and BDRs work before and after the event, and account executives and customer success stay close to the results.
Existing users are proof. A school leader, lecturer or administrator talking honestly about their experience lands better than a vendor only perspective, and it makes the session feel peer led rather than sales led. It also builds trust and reduces perceived sales pressure.
They matter most before and after the webinar, not during it. Beforehand they can confirm attendance, answer practical questions and identify priority accounts. Afterwards they follow up based on engagement, reference the topics discussed and qualify interest without forcing a demo.
You do not need an overly complex tech stack. Common choices in EdTech include Zoom Events or Zoom Webinars, Microsoft Teams Live Events and Hopin or similar platforms. Look for easy registration and reminders, reliable streaming, attendee engagement features and CRM integration.
Agree what a successful webinar looks like before anything goes live, including the number of registrants, attendance rate, MQL criteria and the handover to sales. In your CRM, track registrations, attendance, engagement and follow up outcomes, and tag webinar leads so you can see what content actually drives pipeline.
One webinar can fuel weeks or months of content. Teams repurpose it into short video clips for LinkedIn, blog posts, email follow ups with the recording, sales enablement snippets and thought leadership content.
RecruitHer helps EdTech companies hire the go to market professionals who turn activity like this into pipeline. If you are growing your marketing, sales or customer success team, book a 10-minute call or find out how RecruitHer works with EdTech companies.
Emilia Kruszewska is the founder and CEO of RecruitHer, a specialist recruitment and career strategy business for the education and EdTech sector. A former educator and EdTech sales leader, she built and ran her own education business for seven years before selling it to a competitor. Today she partners with founders and hiring managers to build high impact EdTech teams, and helps educators and EdTech professionals position their experience for their next move. You can connect with Emilia on LinkedIn.
