Jackie Haley
Delivery Manager
Why webinars remain one of the most effective marketing tools in renewable energy – and how to execute them properly
Are webinars still worthwhile in 2026?
You see them everywhere – your LinkedIn feed is full of event invitations, industry peers are hosting them, they seem to be a staple of B2B marketing. If you’ve never run one before, or tried one that didn’t quite land, where do you even start? And are they actually worth the effort?
Yes, webinars absolutely are worth it. When done properly, they remain one of the most powerful tools for demonstrating expertise, generating qualified leads and positioning your company as a thought leader. As our founder Stu explored in his piece on why webinars are still winning business in renewables, they provide that essential middle ground between a cold email and a formal proposal meeting – letting prospects evaluate your expertise without the pressure of a sales pitch.
The real question is: how do you extract maximum value from every webinar you run?
What Makes Webinars Work
A webinar isn’t just a glorified sales pitch broadcast over Zoom. In the renewable energy sector, where technical credibility is everything, webinars offer something that white papers and LinkedIn posts simply can’t: the ability to communicate complex technical propositions efficiently and effectively.
Try explaining offshore foundation design processes in a 1,000-word article and you’ll either oversimplify to the point of being useless, or you’ll write 5,000 words that most people won’t finish. A webinar lets you demonstrate depth of expertise in real-time, engage directly with your audience’s questions and position yourself alongside industry peers – all without requiring your prospects to wade through dense technical documentation that they might never actually read.
When someone spends 45 minutes watching your panel discuss the complexities of marine geoscience or offshore wind supply chain logistics, they’re not a cold lead anymore. They are engaged prospects who’ve actively chosen to learn from you.
The Business Case
The potential ROI on well-executed webinars is substantial. You are generating qualified leads who’ve invested significant time engaging with your content. Creating reusable assets that can be repurposed across channels for months. Strengthening relationships with existing clients who see you leading industry conversations. And when you collaborate with partners or clients on panel discussions, you’re building relationships that cold outreach never could.
For companies operating in technical B2B spaces – offshore wind, marine energy, interconnectors – webinars cut through the noise. They let you show, not just tell, why your expertise matters.
Where Most Webinars Go Wrong
After running dozens of webinars for renewable energy clients, we’ve learned that success comes down to addressing specific details weeks in advance. It’s not complicated, but it does require preparation.
Start with the Briefing
Your panel members know their stuff, but they need guidelines. We create a briefing document to cover all the information they might need – from format and logistics through to discussion questions for the live event. It’s not designed to be a script, but a shared knowledge base so everyone can speak confidently without awkward pauses.
Timing the Practice Session
We schedule practice sessions a week before going live. Too early and people forget what you covered; too close and there’s no time to fix problems. Give everyone time to mentally prepare while leaving a buffer for troubleshooting.
The calendar invite needs to be specific: use the same microphone, speaker setup and location you’ll use for the live event. Testing from your quiet home office then going live from a noisy workspace with different equipment defeats the entire purpose.
Everyone Attends Practice. No Exceptions.
This is where you discover that someone’s microphone cuts out intermittently, or their Edge browser isn’t playing nicely. Better to find out now than when you’re live.
It’s also where you work through the flow: who answers which question first, how long each section runs, what the key points are. You’re signposting the conversation so it feels natural, not scripting it word-for-word.
The Technical Gremlins
Some corporate IT setups are nightmares for live streaming – firewalls block platforms, VPNs cause audio lag, companies restrict camera permissions. If you sort all this out in practice, you won’t have to do it when there’s an audience waiting.
Browser choice matters too. We have found that Chrome consistently works better than Edge for streaming platforms. Small details really do make big differences on the day.
Going live
With proper preparation, the live event should feel manageable. Your moderator keeps things on track, panelists know their cues, the tech works because you’ve tested everything. You’re free to focus on delivering value rather than managing chaos.
Don’t Waste the Value You’ve Created
Within days of the event we create branded, subtitled clips for social media, pull out quotes for LinkedIn and develop a content calendar that keeps promoting the webinar for months. The recording becomes an asset that continues generating leads long after you’ve gone live.
The Partner Advantage
This is a lot of moving parts for companies whose core expertise is in engineering, not event production. If your team specialises in marine geoscience or offshore wind foundations, do you really want them spending their time troubleshooting streaming platforms and creating social cards?
Having executed webinars across the renewable energy sector, we know which topics resonate, which formats work best for technical content, how to brief panel members so they shine and how to troubleshoot technical issues before they become disasters. More importantly, we know how to turn a single webinar into months of content that continues driving value long after the live event ends.
Webinars aren’t intimidating technical hurdles – they’re strategic opportunities to demonstrate the expertise that already exists in your organisation. The question isn’t whether your team has valuable knowledge to share. It’s whether you have the time and experience to package it effectively.
Want to know more about how we can help you develop and execute a webinar series that actually drives results?
Get in touch at hello@makethebreak.co
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Try it out and see how you get on.
Let us know what you think!