#Japan #marketing #Tokyo #webinars #Nexpro

Introduction

In the ever-evolving landscape of B2B marketing, webinars have emerged as a critical tool, transforming into not just lead generation mechanisms but also powerful sales channels. Nexpro, a pioneering company in webinar marketing solutions based in Tokyo, recently released its comprehensive survey results, titled "2025 Update on Webinar Practices." This investigation unveils significant trends, current practices, operational strategies, and future outlooks regarding webinars among businesses contemplating or currently running webinars.

Survey Overview

The survey aimed to gather insights on the activities and strategies of companies engaging in webinars to gain a clearer picture of the current state and effectiveness of this marketing method. The target audience comprised 146 professionals involved in webinar implementation or planning. Conducted from February 1 to February 28, 2025, the survey utilized online research methods in collaboration with OTSUANGI Corporation.

Key Findings

1. Increased Sales Through Webinars
A striking finding from the survey indicated a substantial increase in the proportion of companies securing at least one order per month through webinars—from 34.3% in 2024 to 60.9% in 2025. This shift underscores the evolution of webinars from merely being platforms for awareness and lead generation to becoming viable sales channels that directly contribute to revenue.

2. Low-Cost Operations
A significant majority, 76.5%, of companies reported executing their webinars with a minimal team of 1-2 people. Moreover, many operated on a restricted budget, with 32.2% stating they spent nothing at all, and 32.9% allocating less than 100,000 yen monthly. This trend reflects the industry's move towards maximizing resource efficiency while conducting webinars.

3. Growing Use of Recorded Webinars
The use of recorded webinars is gaining traction, with 69.2% of companies affirming that they are either actively utilizing or have recently begun to leverage recorded sessions, up from 57.8% last year. This trend indicates a strategic pivot towards the archival use of live streams and recorded content to enhance engagement and reach.

Characteristics of Successful Companies

The survey reveals common traits among companies successfully generating monthly orders through webinars:

• - Hosting frequency of 3-4 times a month
• - Average attendance of about 300 participants per webinar
• - Leading to roughly 10 discussions per month and a conversion rate of approximately 3.45% from leads to discussions
• - A conversion rate of about 25.2% from discussions to sales
• - Employing a lean operational structure of 2-3 people
• - An impressive 86.6% of these companies utilize recorded webinars as part of their strategy.

Future Outlook

This survey's findings illuminate the fact that webinars have transcended their original role as mere tools for lead acquisition, now serving as comprehensive marketing channels that transition smoothly into opportunities for discussions and orders. Successful companies are distinguished by their clear KPI setting and established operational processes, driving superior results.

However, challenges remain, including the need to enhance attendance rates, improve post-webinar follow-ups, and refine measurement methodologies. Moving forward, it is anticipated that measuring the value of webinars will involve not only tracking immediate sales impact but also evaluating longer-term metrics such as customer lifetime value (LTV).

Conclusion

As the landscape of digital marketing continues to evolve, understanding the trends emerging from webinars can be instrumental for companies looking to bolster their marketing strategies. Nexpro believes that the insights from this survey will aid businesses in refining their webinar strategies and optimizing operations to achieve greater success in B2B marketing.

For a complete insight into this research, please download the full PDF report available after form registration.