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# The Webinar Nobody Runs
- URL: https://adjacent.media/signals/the-webinar-nobody-runs/
- Published: 2026-04-01T22:28:08.000Z
- Updated: 2026-04-02T09:53:24.000Z
- Description: The webinar has become so weaponized as a lead-gen tactic that B2B buyers now actively avoid them, forcing GTM teams to reckon with a channel that still drives pipeline but has become toxically associated with poor-quality demand. Rather than innovate within the format, smart sellers are shifting...
- Author: Jonathan Greene
- Tags: #signal, theme-brand, Community, marketing

Source: [Workbench](https://workbench.substack.com/p/gtm-weekly-2-the-webinar-nobody-runs)

The webinar has become so weaponized as a lead-gen tactic that B2B buyers now actively avoid them, forcing GTM teams to reckon with a channel that still drives pipeline but has become toxically associated with poor-quality demand. Rather than innovate within the format, smart sellers are shifting budget to 1:1 conversations, intent data, and account-based plays that don’t require attendees to sit through a 45-minute pitch. When a tactic becomes so widely abused that it generates brand damage faster than pipeline, the rational move is cannibalization, not optimization.