Webinar Strategy and Planning: A Startup’s Playbook (Blog 1 of 3)

Too many startups treat webinars like a one-off tactic—an event you throw together last minute and hope for the best. But the best webinars? They’re more than just a livestream. They’re a strategic engine that builds credibility, fuels your pipeline, and gives your sales team fuel for weeks.

The team here at Wheels Up has spent years helping startups turn webinars into high-impact growth tools. And now, we’ve distilled all of it into a playbook that’s equal parts plug-and-play and packed with strategy. 

Here’s blog 1 of 3 on how to plan webinars that work harder.

Start With a Strategy Brief

Before you design a single slide or lock in a speaker, you need alignment. A strategy brief is your North Star. It:

• Clarifies the target audience, webinar goal, and the key target action you want to drive

• Aligns format, messaging, and speaker roles

• Bakes core components like promotion, enablement, and follow-up into your planning

This is how you stop “random acts of webinar” and start running content that fuels your GTM motion.

Plan and Schedule Purposely

Webinar success doesn’t happen by chance. The right format and timing can make or break audience engagement. 

Choose the format that matches your goal:

Customer Panels What It Is: Moderated sessions featuring real customersBest For: Showcasing a range of use cases or market verticals Why It Works: Authenticity builds trust and peer stories close deals

Expert Debates What It Is: Industry leaders tackling big questions from different anglesBest For: Engaging a savvy audience and generating thought leadership Why It Works: People show up for smart dialogue

Fireside Chats What It Is: Relaxed, unscripted conversations that go deeperBest For: Spotlighting leadership insights or strategic pivots Why It Works: Feels more personal, less like a broadcast

Pick the right duration:

• 15–30 minutes: These quick hits are great for product launches or demos

• 45 minutes: The sweet spot for most GTM webinars

• 60 minutes: Ideal for panels or deeper subject sessions

• 90+ minutes: Reserve for workshops, training, or seriously deep dives (include breaks!)

Select the Right Platform

Not every webinar tool is built the same. Choose one that matches your technical needs and audience expectations.

Popular picks:

• Zoom Webinars: A solid all-around option; great for scale and Q&A

• GoToWebinar: Reliable with strong analytics

• Webex: Enterprise-friendly and secure

• Livestorm: Best for automation and on-demand content

What to consider:

• Audience Size: Make sure your platform won’t restrict your viewership

• Engagement Tools: Polls, chat, and breakout rooms boost participation

• Integrations: CRM, email marketing, and analytics integrations are a must

• Recording Capabilities: Your webinar’s second life as a replay depends on it

Plan Like a Pro, Not on the Fly

Webinars have the potential to be one of your most valuable marketing assets if you treat them like strategic campaigns. From aligning your team with a clear brief to choosing the right format, length, and platform, smart planning lays the groundwork for results you can actually measure.

This is just the beginning. Once you’ve nailed your strategy and planning, you’ll need to shift gears.

Up next: pre-webinar tactics that drive registration, build anticipation, and get your audience to actually show up.

Want our webinar playbook PPT? Download it now.