7 Webinar Platforms for B2B Lead Generation, Ranked by Cost per Attendee

Last updated: October 28, 2026

Quick answer: For most small B2B teams, a platform with a flat monthly fee and a native CRM sync beats a per-attendee plan, because your cost per attendee drops as you run more events. Pick on registration flow and follow-up automation first, stage features second.

Most webinar reviews rank platforms by feature count. That is the wrong lens. A webinar is a lead generation channel, so the number that matters is what each attendee costs you after software, promotion and your team’s time. Here is how to compare seven common options on that basis.

How to calculate cost per attendee

Add your monthly platform fee, promotion spend and the hours you spend on setup and follow-up. Divide by actual live attendees, not registrants. A platform that looks cheap but lacks automated reminders can lose you a third of your audience before the event starts.

The 7 platforms

Zoom Webinars

Best for: teams already living in Zoom

Familiar to attendees, so friction is low. Registration pages are basic, and you will likely need a form tool and Zapier to push attendees into your CRM cleanly.

Watch out for: Plans are tiered by attendee cap, so costs step up as your audience grows.

Demio

Best for: marketing teams running recurring webinars

Built for marketers: simple room, polls, automated series and solid replay handling. Setup is quick and attendees join from the browser.

Watch out for: Not the cheapest for very large audiences.

WebinarJam

Best for: evergreen and automated webinar funnels

Strong for sales-style presentations and automated replays. Good if your goal is a long running funnel rather than live events.

Watch out for: The interface feels dated, and the sales-page style does not suit every B2B brand.

Livestorm

Best for: browser-based events with native integrations

Clean registration pages, CRM integrations and analytics in one place. A good fit if reporting to sales matters.

Watch out for: Watch the per-event and attendee limits on lower plans.

Riverside or StreamYard

Best for: creator-style, interview-led shows

Great production quality for conversation formats. Useful if your webinars are panels or fireside chats.

Watch out for: Lead capture and follow-up automation are lighter than dedicated webinar tools.

Microsoft Teams Webinars

Best for: enterprise buyers who expect Teams

Reasonable if your audience and security reviewers are all on Microsoft 365.

Watch out for: Marketing features such as landing pages and nurture are limited.

Crowdcast

Best for: community-style, interactive sessions

Strong engagement tools and a friendly feel for smaller, interactive audiences.

Watch out for: Less suited to very large, formal events.

What to check before you commit

• Does registration sync to your CRM without a manual export?
• Are reminder emails and SMS included, or do you pay extra?
• Can you republish the replay as gated content?
• Is the attendee cap flat or tiered?
• Can you track source and UTM data per registrant?

Our recommendation

If you run one webinar a quarter, use the tool your audience already knows and keep the cost near zero. If you run them monthly or more, pay for a marketing-first platform such as Demio or Livestorm, because the follow-up automation lifts your show-up rate and lowers cost per attendee over time.

Disclaimer: Features and pricing change often. Check each vendor’s official pricing page before you buy. Some links on this site may become affiliate links in the future.

Frequently asked questions

How do you calculate webinar cost per attendee?

Add your monthly platform fee, promotion spend and the hours spent on setup and follow-up, then divide by actual live attendees rather than registrants.

Is a flat fee or per-attendee webinar plan better?

For most small B2B teams, a flat monthly fee with native CRM sync works out better, since the cost per attendee falls as you run more events.

What should I check before choosing a webinar platform?

Check whether registration syncs to your CRM without a manual export, whether reminder emails and SMS are included, and whether you can republish the replay as gated content. Also ask if the attendee cap is flat or tiered.