Webinars can be a wonderful +1 for paying customers, but they can also be used as a content marketing tool to attract new customers. Webinars offer an intimate experience with potential customers that generates trust and newfound knowledge. Position your webinar around a relevant topic and don’t mention your product until the closing. A rule of thumb is to spend around 45 minutes educating and 10-15 minutes pitching your product. (Hint: to further push the value of your webinar, distill the insights into a blog post to be published afterwards.)